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.

Consumer MarketingDTCDigital Transformation

0 likes · 17 min read

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

Digital Planet

May 7, 2026 · Industry Insights

Wuliangye’s 2025 Financial Shock: 26.3 bn cash received, 4.9 bn of goods left unclaimed

Wuliangye’s 2025 year‑end report slashed revenue by over 50% and profit by 72%, revealing that while 263 bn yuan of payments were received, 49 bn yuan worth of finished liquor remained unclaimed by distributors, exposing the collapse of the long‑standing pay‑first‑ship‑later channel model and prompting a call for digital transformation.

Business ModelChinese liquor industryDigital Transformation

0 likes · 13 min read

Wuliangye’s 2025 Financial Shock: 26.3 bn cash received, 4.9 bn of goods left unclaimed

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

Wuliangye’s 2025 Financial Shock: 26.3 bn cash received, 4.9 bn of goods left unclaimed

Wuliangye’s 2025 Financial Shock: 26.3 bn cash received, 4.9 bn of goods left unclaimed