Moutai 600 million establishes a blockchain company, why are traditional liquor companies suddenly entering Web3

Kweichow Moutai is quietly exploring blockchain technology. According to the latest news, Moutai recently established Ai Moutai Digital Technology Co., Ltd., with a registered capital of 600 million yuan, fully owned by Moutai. The scope of this new company’s operations clearly includes blockchain-related software and services, as well as industrial internet data services and internet live streaming technology services. For a traditional leading enterprise in the white liquor industry, this is a clear signal: Moutai is making a digital transformation.

Why Now

On the surface, this move may seem sudden. But the background is worth noting. According to relevant information, the stock performance of Kweichow Moutai has not been ideal recently. From 1,834 yuan on October 8, 2024, it has fallen to the current 1,419 yuan, a decline of 22.62%. In comparison, the Shanghai Composite Index rose from 3,674 points to 4,120 points during the same period, indicating Moutai’s performance has lagged significantly. Under this stock price pressure, seeking new growth points is a rational strategic choice.

Establishing a digital technology company with a registered capital of 600 million yuan demonstrates Moutai’s emphasis on this direction. This is not just testing the waters but a real investment.

What Can Blockchain Do

For liquor companies, the most direct applications of blockchain include:

• Anti-counterfeiting and Traceability: Fake liquor is a pain point in the industry. The immutable nature of blockchain is naturally suited to solve this problem. Each bottle of Moutai can be linked to the entire production-to-consumption chain, allowing consumers to verify authenticity.

• Supply Chain Management: From raw material procurement, production, circulation to retail, blockchain can improve transparency and efficiency across the entire chain.

• Digital Assets: Coupled with internet live streaming technology (which is explicitly mentioned in the scope of business), Moutai can explore new models such as digital consumption rights and membership rights.

• Industrial Internet: Also included in the scope of business, indicating Moutai’s intention to integrate digitalized production management.

What Does This Mean

This move reflects two levels of significance:

From the company’s perspective, under the pressure of growth in its main business, Moutai is proactively embracing new technologies. This is not a passive shift but an active strategic adjustment. Through blockchain and digital technology, Moutai may find new growth points in anti-counterfeiting, sales, consumer interaction, and other aspects.

From the industry perspective, the entry of a traditional leading enterprise into blockchain itself is a signal. It indicates that blockchain is no longer a niche topic but a technology that more and more large enterprises are seriously considering. Moutai’s actions may encourage other traditional companies to follow suit.

Summary

Kweichow Moutai’s establishment of Ai Moutai Digital Technology Co., Ltd. appears to be a routine business expansion, but in fact, it is a proactive adjustment by a traditional industry leader in the digital age. The 600 million yuan investment demonstrates sincerity, and the combination of blockchain, industrial internet, and live streaming technology shows that Moutai is contemplating how to use new technologies to solve old problems and create new opportunities. Whether this company can truly generate value for Moutai in the future depends on the specific products and applications it develops. But at least, this indicates that Moutai is not resting on its laurels.