The immensely popular and renowned Moutai franchise recently opened its doors for business at the Xiamen International Wine Exchange center – located in the Xiamen Area of China (Fujian) Pilot Free Trade Zone, in East China's Fujian province.
The debut of Moutai franchise there is widely said to signal that the center has ushered in a new driving force for its high-quality growth.
It is also viewed as being another important achievement of the Xiamen FTZ in promoting the coordinated development of imported wine and domestic baijiu, or white liquor – for which Moutai is a byword.
The franchise's opening is expected to create a one-stop display and trading platform of Moutai products and boost the choice of Xiamen's consumers.
The administrative committee of the Xiamen Area plans to support the center to expand its presence, attract more homegrown baijiu brands to invest there, upgrade the baijiu industry and expand domestic demand.
The franchise, covering an area of 235 square meters in Hall B, is positioned to display Moutai's corporate culture and brand image and offer tastings and other services to customers.
With the help of digital technologies, the franchise also aims to provide a visual and auditory display of what Moutai is all about.
Hall B is located at 1267 Gangzhong Road in the Xiamen Area. It started operating last May and about 10 leading domestic baijiu brands such as Xijiu and Guotai have now opened stores there.