Moutai Town: There is no life, only business

Moutai Town: There is no life, only business

As soon as he came out of Moutai Airport, the taxi driver’s eyes were fixed and asked if you were going to Moutai Town. After getting the affirmative answer, in midsummer, this local enthusiasm finally turned into a price of 150 yuan.

For more than 40 minutes by car, the roads are undulating, and billboards of various wineries follow all the way. Entering the city, the smell of lees became more and more serious, and there were shops selling wine on both sides of the street, and the large wine tanks were neatly placed in the store. This is called Baijiu Street, which is a major feature of the town.

Moutai Town: There is no life, only business

(Liquor Street)

Moutai Town is known as “China’s No. 1 Wine Town”. Most of the production capacity of Chinese sauce-flavor liquor is concentrated here, so it is also known as the “Holy Land of Sauce and Wine”. Kweichow Moutai, which grew up here, is the only listed company in the town, but it is also a combination of the “King of Wine” and the “King of Shares”.

Driven by Kweichow Moutai and the entire sauce and wine industry, Moutai Town will achieve a regional GDP of 109.2 billion yuan in 2020, making it the only “China’s Top 100 Towns” in the western region. Furthermore, Renhuai City, a county-level city under the jurisdiction of Maotai Town, has a GDP of 136.4 billion yuan in 2020. It is the first and only “100 billion counties” in Guizhou Province, comparable to prefecture-level cities.

Moutai Town: There is no life, only business

(A factory in Moutai, Guizhou)

The driver said that if there were no Moutai Group, this place might still be a poor place. In the past few years, Kweichow Moutai has heated up the entire sauce and wine category. With the continuous influx of capital, Moutai Town has become more and more popular, and the pockets of the locals are bulging.

1. In addition to the production workshop, it is also a wine shop

The Chishui River that winds past Maotai Town has always been the core of the narrative of Maotai Town. Once, Chishui River was responsible for salt transportation; now, it nurtures breweries large and small on both sides of the strait.

In Maotai Town, everyone is revolving around wine. Except for the winery workshop, there seems to be only wine shops. Except for those who work in the winery, everyone else seems to be related to wine sales. Even the owners of inns and small restaurants want to sell wine in the end. Give you.

Moutai Town: There is no life, only business

(The Chishui River, the workshop of Moutai Distillery)

“There is hardly a shop selling clothes in the town.” Chen Wei, a local, told the city circles that if they want to buy clothes on weekdays, they either buy them online or go to the downtown area of ​​Renhuai. Most industries that have nothing to do with wine or have little to do with wine have already left here.

The most prosperous area in Maotai Town is 1915 Square and the Yangliuwan Pedestrian Street next to it. Whether you are standing in the square or at the corner of the pedestrian street, you can see shops selling liquor everywhere.

Yangliuwan Pedestrian Street is a local wine and cultural style street. On both sides of the streets paved with bluestone slabs, there are antique buildings, mahogany and blue tiles, carved doors and windows, connected by buildings, almost all of them are sauce-scented wine shops.


Moutai Town: There is no life, only business

(Yangliuwan Street)

On this 1100-meter-long street, there are nearly 90 wine shops on both sides.

This is just a corner. Zhou Shanrong, deputy secretary general of the Zunyi City (Renhuai City) Liquor Industry Association, told the city circles that there are 1,249 large and small liquor production enterprises in Maotai Town. Many locals said that if you include sales, OEM processing and other related companies, the number must exceed 3,000.

In a small town, eating is not an easy task. If you want to find a restaurant casually, then you have to be prepared for a period of time. Whether it’s the blocks in the square or the surrounding blocks, the whole street was searched one by one, only to find that there were several small restaurants dotted with it. Finally found a restaurant, one of the specialties is “Stewed Chicken with Sauce and Wine”.

Near the 1915 square, a female boss ran a snack bar less than ten square meters. In the sweltering summer, every meal, the tables in front of the door are always full of people. Although this small shop is inconspicuous, it has a unique world.

If your boss finds out that you are a foreigner, she will kindly invite you to go upstairs for a “wine tasting”.

On the second floor of the small restaurant is a winery sales shop. Compared with the crampedness of the restaurant, the top is much more spacious-not only a few large jars of sauce-flavored wine, but also a lot of packaged products are displayed, and there are also tea tables and chairs for guests.

In fact, the female boss is the salesperson of this winery. In her words, she revealed the purpose of taking you to “wine tasting”: “Whether it is you or your friend, you can find me when you buy wine in the future.” As for the small restaurant opened, it is only for you to “tasting” wine. Entrance.


Moutai Town: There is no life, only business

(Liquor displayed in the inn)

This is especially true for those who open an inn in a small town. Regardless of the size of the inn, there are always large and small wine jars next to the service desk on the first floor. The little brother who manages the inn is more straightforward: “Opening the inn is secondary, mainly for the sake of selling wine. The boss has his own winery, and the inn is opened to attract traffic.” As for the diversion effect? The little brother just said vaguely, “It’s okay.”

In Maotai Town, everything has to do with wine. Of course, wine also changes here.

Yang Guang, a front-line employee of the Moutai Distillery, told the city circles that if they could work in the Moutai Distillery, the roaster would be very bitter, but the pay was good—a monthly salary of 7,000 and a year-end bonus of 890,000. This is in a small town in Qianbei area.

It can also be seen from the annual report that Kweichow Moutai’s welfare benefits are indeed good. In 2020, among the employee salaries payable by Kweichow Moutai, short-term salaries increased by 7.699 billion yuan. Based on this, it can be roughly calculated that the per capita salary of Kweichow Moutai in 2020 is about 265,200 yuan.

Yang Guang said that even in other wineries in the town, the roaster can get around 220 yuan a day. However, this is hard work after all, and in the high temperature environment of the workshop, “it is really hard.” This is probably why Kweichow Moutai still conducts physical fitness tests when recruiting-applicants need to run 1000 meters/800 meters, and the score is within 4 minutes and 30 seconds to be qualified.

Under the “hot sauce and wine”, the “halo” of Maotai Town has radiated to the surrounding area.

Zhao Yong’s family is in the neighboring town of Maotai Town. He has not gone to work at the winery in the past two years, but instead lives on Kaididi.

“Although the salary is not low, but long-term physical exercise is too much.” Zhao Yong used to work in the winery workshop. When the industry was not good, he went to Guangdong to work. After returning, he managed a cellar at home with his family. , While buying a car and driving Didi.

In 2013, the liquor industry fell into a trough under the double blow of the “plasticizer incident” and the restriction of “three public consumption”. Kweichow Moutai was the first to bear the brunt, and Feitian Moutai could not be sold. Zhao Yong said that in those two years, many wineries were closed, and many people chose to go out to work.

After two or three years of work in Guangdong, the industry gradually improved, wine collectors became active, and Zhao Yong returned.

“Our family can earn more than 100,000 yuan from roasting wine in a year. I run Didi for 8 to 9 thousand a month, and it’s fine in a year. Although I can’t make a lot of money, it is much better than working in a big city.” Zhao Yong Said, I still have to thank the Maotai town wine industry for driving.

The pockets are getting bigger and bigger, and many people have gone to buy houses in Renhuai City. In recent years, Renhuai’s housing prices have continued to rise.

According to Anjuke data, the average price of second-hand houses in Renhuai is about 7,767 yuan/square meter in 2019, 8,467 yuan/square meter in 2020, and 8,725 yuan/square meter in the first half of 2021. In contrast, Guiyang’s price was 9,394 yuan/square meter in 2019, 8,906 yuan/square meter in 2020, and 8,819 yuan/square meter in the first half of 2021, but it continued to decline.

Now, housing prices in the county-level city of Renhuai are almost catching up with the provincial capital of Guiyang.

Second, the brand has to spend money, it is better to sell base wine

“In recent years, many people who make sauce and wine have made a fortune.” Zhao Yong said frankly to the city circles.

In 2020, Maotai-flavored liquor will account for about 8% of the total production capacity of the liquor industry. However, it has achieved sales revenue of 155 billion yuan, accounting for about 26% of the liquor industry; realized profits of 63 billion yuan, accounting for nearly 40% of the industry.

“The sauce and wine are hot”, and it’s hot in all industries. Renhuai City, especially Moutai Town, as the core production area of ​​Maotai-flavor liquor, has become a hot spot for a while.

Walking in the 1915 square, there is a possibility of being accosted at any time: “Would you like to taste our wine? Come in and sit down!”

“Moutai is fine to taste once or twice. Most people still can’t afford it. So, just find a wine that suits you. For example, it has the same taste as Moutai Prince Wine and Zunyi 1935. We have it here, and the price Moderate.” After laying a lot of ground, the shop owners can always bring the topic back to their business.

In Moutai Town, apart from Kweichow Moutai, the business models of other large and small wineries mainly include three types: focus on making their own brands, which are mainly larger brands, such as Guotai Liquor; doing base liquor business, OEM, Customized and sold to large wineries, this is the business model of most wineries and small workshops in the town; cooperation with capital, or directly “selling”.

Moutai Town: There is no life, only business

(The scene of buying and selling wine on the street)

Guotai Liquor is the second largest brewing company in Moutai Town, and it is also a sauce wine company that has built a reputation in Maotai Town.

Liu Yun has worked in Guotai Liquor for many years. Speaking of the difference between Guotai Liquor and most wine companies in the town, she has a little pride in her tone: Branding requires strength, and Tasly is behind Guotai Liquor.

“First of all, you must have the ability to store it. For example, if this wine has to be stored for 15 years without working capital, you will not be able to operate in the next production cycle. You can store it for a year. You can buy raw materials and pay workers’ wages, and the wine will still volatilize. This is an endless loop. Small wineries can only survive by selling base wines. It is difficult to grow bigger. They produce and sell them every year, and there is no way to build their own brand.” She told the market.

However, under the “hot sauce”, even the small and medium-sized wineries in Moutai Town do not worry about selling their wines even if their brands are weak.

“We generally don’t promote our own brands.” Zhang Zhao said, your brand is not well-known, and the bottles and packaging are not attractive enough to attract consumers. “Branding requires money.”

Zhang Zhao and his relatives co-operate a medium-sized winery in the town. Their business model is the same as that of most wineries, doing OEM, customization, and naked bottle business, “or someone else needs to loose wine and pull it over.”


Moutai Town: There is no life, only business

(Customized wine samples are displayed in a store)

The so-called customization means that merchants can provide personalized customized packaging services according to the different needs of customers such as birthdays, wedding banquets, corporate events, and personal preferences. Competition in Moutai Town is also fierce, and some businesses can even customize it from a box.

Zhang Zhao said that in the past two years, the market for sauce and wine has been relatively good, and “we don’t have to worry about selling the wine we produce.”

In Maotai Town, if you want to OEM or customize, the price of wine itself is very wide. According to a bottle (500ml) , there are dozens of dollars, hundreds of dollars, and thousands of dollars. It is up to you to choose what wine to hold, and what is written on the package is up to you.

Moutai Town: There is no life, only business

(Large wine jars filled with loose wine in the shop)

Although Zhao Yong’s house only has one pit, he can sell it without going out.

Every year, there are vendors in the town who come to collect wine specially, and the wine from Zhao Yong’s house is sold to a wine collector from Hainan.

According to the technological requirements of Maotai-flavored liquor, the produced liquor will be released on the market after 5 years. However, Zhao Yong said that as soon as they were baked, they were sold to vendors in Hainan. “We don’t store it, but sell it to him for 48 yuan a catty. He can sell it for more than 100 yuan if he takes it back and puts it for more than a year.”

In the frenzy, capitals from all over the country have also come to Maotai Town to “dye sauce”. Amendment Pharmaceutical, Jinpai, Shuijingfang, Hainan Yedao, Haiyin Department, Giant Investment, Jindong Group, Wuye Shen… are all here. Recently, listed companies, Jihong shares, which are engaged in new Internet marketing and packaging, and Zhongxing Fungi, which grows Flammulina velutipes, have also come across borders.

Douyin, Toutiao, Taobao…There are more and more wines related to the word “Moutai” on various platforms. Whether it is advertising promotion or live broadcast, there are also some well-known public figures. .

However, few people know how much wine in Moutai Town that many people buy is worth. Those anchors who yell “for the welfare of their families” may not even know it. But this can’t stop people’s enthusiasm for the word “Moutai” in the slightest.

3. Can’t buy Moutai, but rely on Moutai

Moutai Town is famous for its wine, more precisely, it is famous for Moutai. Therefore, large and small wineries depend on Kweichow Moutai to live.

On the 1915 square, Guotai Liquor’s advertisement was the loudest. There was one sentence: “You can’t make Moutai if you leave Moutai Town, and you can’t make Guotai Liquor .” This represents the dependence of other sauce and wine companies in Moutai Town on Kweichow Moutai.

Kweichow Moutai was “appointed god” in various stories, and became the “king of stocks” in the capital market, with a total market value of more than 3 trillion yuan; in the consumer market, the price of a bottle is hard to find, and it has become a luxury and investment product. .

Moutai Town: There is no life, only business

(Flying Moutai)

Even in Maotai Town, you can’t buy Feitian Maotai for 1,499 yuan, and even the locals can’t buy it.

If you go to Maotai Town, there are several channels that sell the 53-degree 500ml Feitian Moutai at a price of 1499 yuan, but you can hardly buy it, unless you are a professional scalper.

One channel is Moutai Airport. Passengers arriving directly to Moutai Airport can purchase 1-2 bottles with their boarding pass and ID card on the day of departure, provided that certain airlines, specified times, and specific flights are all met. The pick-up location is at the boutique at Moutai Airport.

The conditions here are harsh and you can only take a chance.

Moutai Town: There is no life, only business

(Specialty store at Moutai Airport)

The other is China Wine Culture City. Previously, the daily supply was limited, and Feitian Moutai was sold randomly, and long queues began early in the morning every day. Affected by the epidemic, from October last year to June this year, it has been closed to thank guests, and only recovered in early July.

This is a gathering place for scalpers and it is even harder to buy.

There is also a place, Moutai International Hotel, which can be purchased only after staying in. The cheapest room costs 1235 yuan a night. It can accommodate up to two people, and each person can buy a bottle. The staff said that the recent rooms are gone, wait for next month.

Moutai Town: There is no life, only business

(The room rate of Moutai International Hotel)

There are scalpers all over the entrance of the hotel and in the park, and people greet them “enthusiastically” when they enter and exit: “Do you sell wine? Today, it’s 2700 yuan for loose bottles, and you can add a little more!”

To do a simple calculation, if two people stay in a room of 1,235 yuan, two bottles of Feitian Moutai can be sold again and a net profit of nearly 1,200 yuan. Therefore, even if this is the most expensive hotel in Maotai Town, it is impossible to have a room available.

Moutai Town: There is no life, only business

(Entrance of Moutai International Hotel)

For locals, Kweichow Moutai’s policy is, “Even if you move in, you will not sell Moutai”, local Chen Wei told the city. Therefore, it can be concluded that there are basically no local people staying at Maotai International Hotel.

There are many wineries in the town that no one knows, everyone grabs a bottle of Flying Moutai. Of course, there are also places where you can buy them. In Yangliuwan Street and Baijiu Street, there are shops selling Feitian Moutai: 120 yuan/25ml. This is probably a unique feature of this “wine town”.

Calculated at this bulk selling price, the price of a bottle (500ml) is 2,400 yuan, which is much lower than the purchase price of scalpers.

Why do you want to do this? It’s very simple, attract customers. In addition, they will also help customers “purchasing”.

Zhang Zhao bluntly said that 1499 yuan can not be bought at all. In Maotai Town, the market price of Feitian Moutai is similar to that of other parts of the country. “The price is too transparent. We usually buy Feitian Moutai for customers, which is equivalent to purchasing for them without making money, in order to maintain customer relationships.”

After all, no matter how you sell Feitian Moutai, in the end, the shop owners still want to sell their own liquor.

In 2020, Moutai Airport will complete a throughput of 1.45 million passengers, ranking 68th in the country. Strictly speaking, Moutai Town is not considered a tourist city. Therefore , people who come here can’t do without wine, either buying wine or doing wine business.

Moutai Town: There is no life, only business

(Moutai Airport)

When the market price of a hard-to-find Feitian Moutai soared to 3,000 yuan, it was a good time for Maotai Town’s Maotai wine companies to do business. Furthermore, the life of the locals has passed the better. On the roads of small towns, BMW and Mercedes-Benz are very common.

If you ask local practitioners: How long will the sauce and wine market be popular? The answer is always, “Drinking sauce and wine is good for people’s health.” This is a general trend, or at least it will continue for a few more years.

However, Cai Xuefei, an expert in the liquor industry, said that this round of sauce and wine fever is already at its peak. “The production capacity of well-known wine companies and the production capacity of Moutai Town are in short supply because the market’s willingness to increase prices and hoard is very strong. In fact, this is against the basic law of the alcohol consumption market- wine is used to drink, not It is not used to raise prices or make financial investments .”

“In the past few years, we have been expanding production, and in three years at the earliest, the sauce wine market may return to a rational state after the entire production capacity is up.” Cai Xuefei added.

Of course, this is not what the locals are currently concerned about, because they really feel the changes in their lives brought about by alcohol.

Chen Qing married to Maotai Town from Fujian and rarely came back before. In 2019, the sauce-flavored wine was already hot, so she returned and sold it in a relatively large winery in the town. She said, “In the past, Moutai Town was very poor.” While speaking, she pointed to a street next to it: “A few years ago, this street was still selling vegetables.”

The street she was referring to was a bustling pedestrian street connecting 1915 Square.

Today, on the slab-paved streets, pedestrians stroll in the courtyards, while one side of the street is lined with shops selling liquor and a foot therapy shop. On the other side, there is a square with golden broken wine jars shining on it. There is no trace of the past on this street.

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