Jan 12, 2021|

Moutai Chun Launches Flagship Store on JD


by Rachel Liu

Moutai Chun, a brand by Kweichow Moutai Distillery Group Technology Development Co., a subsidiary of Kweichow Moutai Group recently opened a flagship store on JD to sell its iconic soft soy-sauce-aroma style baijiu to JD’s over 440 million customers.

Moutai Chun will also leverage JD’s e-commerce experience, massive customer base, logistics capabilities and service ecosystem to build a digitalized brand strategy.

The COVID-19 epidemic deeply affected the offline channels of liquor brands, as many stores and restaurants were closed during the first half of 2020. The challenges that offline business brings also include high cost of logistics, warehouse, price control problems and a complicated dealer network. This is one of the reasons that the brand decided to put more emphasis on the online business.

Moutai Chun will also leverage JD’s e-commerce experience

It is also found that soy-sauce-aroma style baijiu is becoming more popular in the past few years. The products of Moutai Chun, developed by the subsidiary of Kweichow Moutai, which is one of the most popular liquor brands in China, has received outstanding reviews for its aromatic flavor since launching.

“We are glad to welcome the launch of Moutai Chun on JD. We noticed that the consumer base of baijiu is getting younger, and consumers have various demands on the products. We hope to help the brand provide more high-quality products, and create an omnichannel shopping experience for our customers through our joint effort with the brand,” said the head of JD’s liquor business.