Moutai's Net Profit Drops for the First Time, and it's Not Just Because Young People Aren't Drinking Baijiu
This matter deserves separate discussion because it directly impacts how we view Maotai. Previously, many people treated Maotai as an eternally rising consumption myth, and whether young people drank it or not was just a minor factor. Now, that is no longer the case. It is true that young people naturally have little interest in Baijiu (Chinese liquor), but this is more like a slow-moving variable. The sudden turnaround reported in the annual report appears to be driven by the contraction of an entire old system: obsolete business demands, traditional wealth distribution methods, and established status-driven consumption patterns.