One Bottle Only: The Anti-Portfolio Bet

“The super single-item strategy strengthened consumers’ high brand awareness of Moutai liquor while creating ample and leisurely marketing and profit space for channel merchants. Globally, only Apple’s iPhone in the United States achieved similar success.”

“This strategy is also a manifestation of the “fool’s” philosophy—not extending, not covering, not penetrating, but focusing solely on the consumer’s mind, calling for market enthusiasm with the uniqueness of the product. I did a study, and since 1982, the second-hand market price of 53-degree Feitian Moutai liquor has been steadily rising, with an annual compound growth rate of about 8%. This is an awe-inspiring figure, implying that Moutai has acquired the attributes of a hard currency, unaffected by economic cycles.”