近日，茅台集团董事长丁雄军在公开场合强调，‘i茅台’数字营销平台的核心目标是‘直达消费端’。这一战略旨在通过数字化手段，打破传统层层分销的渠道模式，让消费者更便捷、公平地购买到正品茅台酒。自2022年3月上线以来，i茅台App已成为茅台连接消费者的重要桥梁，不仅提升了购酒透明度，也有效遏制了黄牛炒作和价格虚高问题。丁雄军指出，‘直达消费端’不仅是销售路径的优化，更是品牌与用户关系的重构。通过大数据分析和用户画像，i茅台能够精准洞察消费需求，提供个性化服务，同时强化防伪溯源能力，保障消费者权益。未来，茅台还将依托该平台拓展新品发布、文化推广和会员运营等多元功能，打造集交易、互动与体验于一体的数字生态。此举被视为茅台加速数字化转型的关键一步，既顺应了消费升级趋势，也为传统白酒行业探索高质量发展提供了新范式。
Recently, Ding Xiongjun, Chairman of Kweichow Moutai Group, emphasized in a public statement that the core objective of the company’s digital marketing platform, ‘iMoutai,’ is to ‘reach consumers directly.’ This strategy aims to bypass traditional multi-tier distribution channels through digital means, enabling consumers to purchase authentic Moutai products more conveniently and fairly. Since its launch in March 2022, the iMoutai app has become a vital bridge connecting Moutai with end-users, enhancing purchase transparency and effectively curbing scalping and inflated market prices.Ding noted that ‘direct-to-consumer’ is not merely an optimization of sales channels but a fundamental redefinition of the brand-consumer relationship. Leveraging big data analytics and user profiling, iMoutai can accurately understand consumer demand, offer personalized services, and strengthen anti-counterfeiting and product traceability—thereby safeguarding consumer rights. Looking ahead, Moutai plans to expand the platform’s functions to include new product launches, cultural promotion, and membership operations, building an integrated digital ecosystem that combines transactions, interaction, and immersive experiences.This move marks a critical step in Moutai’s accelerated digital transformation, aligning with evolving consumer trends and offering a new model for high-quality development in China’s traditional liquor industry.
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