Digital Planet

May 13, 2026 · Industry Insights

DTC Playbook: How Wuliangye, Moutai, and Fenjiu’s Consumer‑First Strategies Compete for Survival in the T9 Era

The article analyzes the Chinese liquor industry's shift from traditional channel‑driven growth to a bC‑integrated, consumer‑centric model, comparing three T9 strategies—Moutai’s market‑oriented transformation, Wuliangye’s organizational overhaul, and Fenjiu/Yanghe’s new‑scenario focus—while offering practical guidance for midsize brands to avoid costly pitfalls.