Moutai Group Chairman Chen Hua: Accelerate Digital Transformation and Leverage Digital Means to Strengthen C-end Customer Engagement

On March 2nd, Moutai Liquor Sales Company held the 2026 Spring Market Work Conference at the Moutai Conference Center. During the meeting, Chen Hua, Party Secretary and Chairman of the Moutai Group, emphasized that first, digital development must be prioritized. We should keep pace with the times and accelerate digital transformation. This includes continuously optimizing and upgrading iMoutai by improving online shopping services and experiences, so that more consumers trust and choose the platform; fully guiding and utilizing e-commerce channels to expand online coverage; and using digital tools to strengthen direct-to-consumer outreach. Based on the iMoutai platform, we should achieve online work coordination, leveraging artificial intelligence, big data analysis, and other technologies to enable data-driven marketing decisions and execution, thereby improving marketing quality and efficiency, and truly empowering business upgrades through digitalization. Second, we must ensure service and support from two dimensions. We should serve consumers well by optimizing their purchasing experience, making buying liquor more comfortable and enjoyable. We should also serve channel partners effectively, promoting their transformation from traditional “selling” roles to functions that include offline display and service of Moutai, forming a collaborative effort between manufacturers and distributors to serve consumers.