Moutai as the Most Valuable Global Brand
Forbes released its 18th Global 2000 List. Kweichow Moutai has climbed 77 places, ranking 342nd this time among the world's largest public companies. Since entering the top 500 of the Global 2000 List for the first time in 2018, the ranking of Kweichow Moutai in this list has grown significantly for two consecutive years. This result is inseparable from its company performance and good stock market performance.
As reported in the Brand Finance Spirits 50 2020 ranking released in August, Kweichow Moutai retained its position as the world’s most valuable spirits brand of the fifth year running with a brand value of US$39.332 billion.
The brand value of Moutai has been acknowledged by multiple professional evaluation authorities since the start of this year. To be specific, Moutai was the fastest growing brand with a growth of 58% in brand value in this year according to the 2020 BrandZTM Top 100 Most Valuable Global Brands ranking and ranked the Top 3 among 17 Chinese brands entering the ranking. Li Jingren (Vice Chairman and General Manager of Moutai Group) summarized three points when being interviewed by Doreen Wang (Global Head of BrandZTM) regarding the factors behind Moutai’s achievements: firstly, Moutai’s “hardcore” standard of quality control ultimately determines its brand value; secondly, the capacity and space of Chinese market provides strong supports to Moutai; finally, cultural consensus and synergy offers solid foundation for Moutai’s growth.
“Alcohol Drinks 2020”, the annual report on the most valuable and strongest alcoholic drinks brands published by Brand Finance, pointed out that Chinese mid-to-high- end baijiu brands continued to see their brand values increase and dominated the ranking in spite of the fact that the global liquor industry has been impacted more or less by the outbreak of COVID-19. Moutai is a typical example that “Moutai craze” has once become a heated keyword widely discussed by renowned international media such as Newsweek and Financial Times during the pandemic.
According to Gao Weidong (Chairman of Moutai Group), "Moutai is so pure that everyone taking part in the production procedure will never allow anything to 'contaminate' it, and we will guard it together." To ensure the liquor quality and mouthfeel, Moutai Group has not only trained an excellent team of craftsmen as well as an outstanding team of liquor making engineers, but also introduced liquor analysis equipment and a system for data detection.
Source Reference: Moutai Magazine - International Edition Issue 28
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