Digital Empowerment and Direct Sales Transformation: The Breakthrough Path for the Traditional Baijiu Industry - A Case Study of Moutai Group's Digital Transformation

Veritas Classical Academy, Beijing, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Against the backdrop of China's baijiu industry entering a phase of fierce competition for existing market share, changing consumption patterns, and diversified consumer demands, the traditional baijiu sector is facing an unprecedented development crisis. This paper takes Moutai Group as a case study to explore its breakthrough path through digital transformation and direct sales reform. By analyzing Moutai Group's financial statements and official operating data from 2020 to 2024, it demonstrates how the iMoutai digital direct sales platform, centered on Moutai, can achieve a shift from wholesale to a digital direct sales model by reducing intermediary links. The research results show that digital transformation brings about an increase in direct sales revenue and at the same time, improves profit margins through the flattening of sales channels, providing a new and referable profit model for the entire baijiu industry. The baijiu industry should actively promote this type of digital direct sales model, directly reaching users by shortening intermediary links, and rebalancing channel interests through digital empowerment to achieve sustainable development in the face of fierce market competition.