Cultural Symbol Surplus Pricing

“From the perspective of national consumption power and aesthetic iteration, Chinese products with strong cultural symbols will achieve cognitive surplus, an indisputable law. From a competitive perspective, Moutai’s rise is related to its adherence to high pricing and super single-item strategy.”

“In the past 40-plus years, the Chinese liquor industry has gone through three “king eras”: From the 1980s to the mid-1990s was the “Fen Leader” period, where Shanxi Xinghuacun Fenjiu was the first liquor company with an annual production of over 10,000 tons, winning by scale. From 1994 to 2009, Wuliangye began to dominate the field. It successively incubated more than a thousand sub-brands, winning through channels and brand matrices. Then, it entered the “Moutai era.” During this period, China’s per capita GDP crossed the $10,000 mark, the new middle class led consumption upgrades, and value-for-money replaced cost performance as the new core competitive factor.”