BEIJING, May 10 (Xinhua) -- The Xinhua-Moutai index series, aiming to reflect the development of China's liquor industry and liquor brands and promote Kweichow Moutai's brand recognition, was officially launched on Sunday.
The index series is jointly compiled and released by the National Brands Project Office of Xinhua News Agency, China Economic Information Service (CEIS) and Kweichow Moutai Group.
The series is composed of three indices, which are the index of China's mainstream-flavor liquors development, the Xinhua-Moutai brand influence index and the Xinhua-Moutai reputation index.
Among them, the index of China's mainstream-flavor liquors development evaluates the historical origin, media attention, market performance and consumer preference of mainstream-flavor liquors, and reflects the development trend of Chinese liquor market.
The index indicates that the market share of listed mainstream liquor companies have increased rapidly in recent years, and the customer loyalty of Maotai-flavor liquor has increased the most significantly, reaching 34 percent in 2019.
However, other niche types showed high customer stickiness, especially the laobaigan-flavor, whose customer loyalty reached 37 percent in 2019.
The Xinhua-Moutai brand influence index and the Xinhua-Moutai reputation index show that continuous improvement of enterprise strength, brand management and communication have greatly enhanced Moutai's brand recognition and brand credibility.
Liu Zhengrong, vice president of Xinhua News Agency, said Xinhua hopes to work with Moutai to jointly contribute to poverty alleviation and the construction of Belt and Road.
Gao Weidong, chairman of Kweichow Moutai Group, said the Xinhua-Moutai index helps to fully understand the brand development of Moutai through the language of indexation, which is also a new attempt of cooperation between media and enterprises in the era of big data.
The index is of great significance to improving Moutai's reputation, consumer recognition, as well as consumption upgrading in the liquor industry, said Sun Xing, deputy director of the Industrial Culture Development Center of the Ministry of Industry and Information Technology.
CEIS is the main body responsible for the integrated management and operation of economic information business of Xinhua News Agency. It undertakes four major platforms, namely the national financial information platform "Xinhua Finance", the Belt and Road-centered comprehensive information service platform "Xinhua Silk Road", the national credit information service platform "Xinhua Credit" and the "Xinhua Indices". (Edited by Yang Qi with Xinhua Silk Road, kateqiyang@xinhua.org)
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