Moutai moving into online markets

Premium liquor maker Kweichow Moutai Co Ltd is planning to enter supermarkets and open online stores to offset flagging margins from the recent government austerity measures.

The company said on Monday that it was forming a joint venture with Yonghui Superstores and Shenzhen Guomaoyuan Commerce and Trade Co Ltd to sell its products through Yonghui supermarkets.

The move is considered a new attempt to explore alternate distribution channels and combines manufacturers, dealers and retailers, unlike the traditional method of manufacturers, general dealers and sub-dealers.