On December 25, the Kweichow Moutai Liquor 2025 National Dealer Association was held. Wang Li, Deputy Party Secretary and General Manager of the Maotai Group, evaluated the 2024 Maotai Liquor market work using the four keywords “challenge,” “unity,” “hard work,” and “excellent performance.” Wang Li stressed that coping with challenges will still be Maotai's “main theme” in 2025. The core of overcoming difficulties is adhering to the consumer as the center, continuing to carry out the “three transformations”, continuously strengthening channel collaboration, enhancing consumer access, promoting consumption transformation, and solving the fundamental “adaptation of supply and demand” problems. According to the conference, the basic attributes of Maotai wine, such as social networking and collection, have not changed, and the basic needs have not changed.