What are Mission Vision & Core Values of Kweichow Moutai Company?

The primary aim of the Moutai Company is to provide a high-quality life. This goes beyond the product itself, encompassing experiences and a broader ecosystem. This commitment is reflected in the company's strategic decisions.

The target customers are those who seek premium products, services, and culture. The market scope is both domestic and international. Moutai products are available in 64 countries and regions across five continents.

The core product is Maotai baijiu, a high-end distilled spirit. However, the mission extends to providing diverse experiences. This includes ventures like Moutai-infused ice cream and coffee.

The Kweichow Moutai Mission is evident in its business operations. This includes a commitment to traditional brewing processes and upholding quality. Moutai baijiu is not sold if the aging period is less than five years.

The mission is customer-centric, focused on delivering value. It also emphasizes national pride and global reach. This approach is key to its sustained success.

In 2023, Kweichow Moutai's revenue reached approximately 147.6 billion yuan, with a net profit of around 74.7 billion yuan. The company's strategic direction is influenced by its Moutai Vision and core values, focusing on premiumization and international expansion. For more insights into the target market, consider reading about the Target Market of Kweichow Moutai.

The vision emphasizes becoming an international enterprise. This signifies a move beyond the domestic market, targeting global expansion and recognition. The "advanced standards" component implies a commitment to continuous improvement, innovation, and adherence to the best practices in the industry.

The vision includes market leadership ambitions and global impact. This means not only maintaining its dominant position in the baijiu market but also expanding its influence on a global scale. This involves strategic partnerships, international marketing efforts, and adapting to diverse cultural preferences.

The vision aims to make the world recognize, love, and favor Kweichow Moutai. This goes beyond mere brand awareness, aiming to cultivate a strong emotional connection with consumers worldwide. This will be achieved through consistent quality, brand storytelling, and engagement with global audiences.

Positioning its fragrance as a bridge connecting different civilizations is a unique aspect of Moutai Vision. This suggests that the company views its product as a cultural ambassador, promoting understanding and appreciation across diverse cultures. This involves promoting the heritage and craftsmanship associated with Moutai.

Based on Kweichow Moutai's current trajectory and market position, the vision appears both realistic and aspirational. The company's reported 16% growth in 2024 and a projected 9% growth in 2025, demonstrate its capacity for expansion. The company's presence at events like the World Economic Forum in Davos in 2025 further underscores its international ambitions.

The vision is supported by operational strategies, including group-based operations, intensive development, meticulous management, and standardized construction. These strategies are designed to ensure quality, efficiency, and sustainable growth. For more insights into the company’s growth strategy, consider reading about the Growth Strategy of Kweichow Moutai.

Moutai's vision of becoming a "first-class brand" with "continuous innovation vitality" drives its brand-building efforts. This vision fuels strategic initiatives aimed at expanding its global presence and enhancing its brand image. The company's participation in global events and partnerships is a direct result of this vision.

Kweichow Moutai actively pursues international expansion to broaden its market reach. This includes strategic partnerships and participation in international trade shows and events. The company's goal is to increase its presence in key international markets, contributing to revenue growth and brand recognition.

The company's commitment to sustainability and ESG principles is a direct reflection of its core values. Kweichow Moutai is implementing initiatives to reduce its environmental impact and promote responsible business practices. This includes setting measurable targets for reducing carbon emissions and improving resource efficiency.

The core values of Kweichow Moutai, such as "Follow the Nature" and "Cultivate Virtues," shape the company's internal culture and daily operations. These values foster a culture of quality, craftsmanship, and responsibility throughout the organization. This influences employee behavior, decision-making processes, and overall corporate governance.

The company's long-term planning is directly influenced by its vision of becoming a world-class enterprise. This drives strategic initiatives for market expansion, product diversification, and sustainable development. Kweichow Moutai's long-term vision guides its investments in research and development, marketing, and infrastructure.

The financial success of Kweichow Moutai is closely tied to its strategic alignment with its mission, vision, and core values. The company's consistent profitability and market capitalization reflect the effectiveness of its mission-driven strategies. The company's stock performance and market valuation demonstrate the positive impact of its core values and strategic alignment.

Kweichow Moutai effectively communicates its mission and vision to a wide range of stakeholders, including employees, investors, consumers, and the broader public. This communication strategy extends to global platforms, reinforcing the company's commitment to its values on an international scale.

• Official Statements and Reports: The company's mission statement, vision, and core values are prominently displayed in its annual reports, investor relations materials, and on its official website, ensuring transparency and accessibility.
• Public Events and Forums: Kweichow Moutai actively participates in high-profile events like the World Economic Forum in Davos. In 2024, Moutai's ESG practices were shared at the World Economic Forum. This global outreach amplifies its message and reinforces its commitment to sustainability and social responsibility.
• Marketing and Branding: The company's marketing campaigns and branding efforts consistently reflect its core values, emphasizing tradition, craftsmanship, and the premium quality of its products.

Kweichow Moutai actively aligns its business practices with its stated values, ensuring that its actions consistently reflect its mission, vision, and core values. This alignment is evident in its environmental initiatives, employee welfare programs, and community engagement efforts.

• Environmental Stewardship: Investment in the ecological protection of the Chishui River basin, the source of water for Moutai production, demonstrates a commitment to 'Follow the Nature'. This commitment is further reinforced by a planned comprehensive supplier carbon emission management and collaborative reduction system for 2025.
• Employee Welfare: Efforts to provide a high-quality life for employees, including competitive compensation, benefits, and opportunities for professional development, reflect the value placed on its workforce.
• Public Welfare Initiatives: Public welfare initiatives and charitable contributions, aligned with the value of 'Sharing Social Value', demonstrate the company's commitment to giving back to the community.

Kweichow Moutai has implemented formal programs and systems to ensure the consistent application of its mission, vision, and core values across its operations. These systems provide a framework for continuous improvement and accountability.

• Performance Excellence Models: Integration of the Performance Excellence Model and the EFQM Model into its management framework provides a structured approach to assess and improve its performance against its core values.
• Sustainability Initiatives: The company's plan to launch a nationwide post-consumption packaging recycling initiative in 2025 demonstrates a systematic approach to embedding sustainability values in its operations.
• Supplier Management: The comprehensive supplier carbon emission management and collaborative reduction system planned for 2025 further integrates sustainability into its supply chain.

To measure the effectiveness of its implementation efforts, Kweichow Moutai uses various KPIs and metrics. These metrics help the company track progress and make data-driven decisions to further align its actions with its core values.

• Quality Metrics: Tracking of product quality metrics, such as defect rates and customer satisfaction scores, to ensure adherence to its quality standards.
• Sustainability Metrics: Measuring carbon emissions, water usage, and waste reduction to monitor the effectiveness of its environmental initiatives.
• Social Impact Metrics: Assessing the impact of its community engagement programs and employee welfare initiatives through metrics such as employee satisfaction, community investment, and charitable contributions.