# China Luxury Market

Moutai’s Moment of Truth: Why China’s Liquor King is Sacrificing Growth to Save Its Mythos

Kweichow Moutai has reported its first annual revenue and profit decline since 2001, signaling a major turning point for China's premier luxury brand. The company is responding with a 'market-oriented' reform, emphasizing direct sales and dynamic pricing to stabilize its market position amidst a broader industry slump.