Digital Planet

Oct 25, 2026 · Industry Insights

Moutai 1935's Strategic Pivot: From Channel Push to Consumer-Centric 'Fan Marketing'

Moutai 1935's Mid-Autumn campaign exemplifies its shift from channel-driven shipment volume to consumer-driven 'fan marketing,' focusing on on-premise consumption via chef partnerships and mandatory bottle-opening, while highlighting systemic challenges of linking offline consumption to user identities and aligning channel incentives with long-term relationship building.