Summary of Key Points
Recently, several industry associations, including the Zunyi Liquor Industry Association and others (both national-level and local), have collectively revoked titles such as "Master" and "Famous Teacher." This action stems from the implementation of the "Management Measures for Social Organization Evaluation and Commendation Activities" on August 1st, which requires strict approval for association evaluations and prohibits the misuse of terms like "National" and "China." Previously, there was a widespread misuse of these titles: some associations charged fees for the evaluation process, turning "Master" certifications into marketing tools. This particularly affected smaller and mid-sized brands in the liquor industry, which relied on these titles to boost the price of their products. The cleanup will pressure these brands to focus on quality competition and remind consumers not to be misled by such titles.
1. Why the sudden wave of title revocations? New regulations were the catalyst
The centralized revocation was not accidental; it was prompted by the new regulations that took effect on August 1st. The key requirements of these new rules are:
- Evaluation must be approved in advance: Associations cannot arbitrarily grant titles like "Master"; they must first obtain approval and the evaluations must be included in a managed list to control the total number of such titles.
- Prohibition of arbitrary naming: The use of terms like "National," "China," or "Global" is forbidden, as are local designations such as "Capital" or "Base."
Many previous title grants by associations did not comply with these new regulations, leading to their mandatory revocation. For example, the "China Sauce-flavor Liquor Master" title awarded by the Zunyi Liquor Industry Association was purely a local honor but included the word "China," which made it subject to the revocation.
2. How chaotic were the previous "Master" titles? They could be bought with money and became marketing tools
The misuse of these titles had become an established practice in the industry:
- Buying honors with money: Some associations treated evaluations as a business opportunity, allowing companies or individuals to obtain "Master" certifications for a fee without any uniform or transparent evaluation criteria, which disconnected the title from the actual skill level of the holder.
- A universal marketing tool: During the surge in sauce-flavor liquor popularity, smaller brands, licensed products, and even e-commerce crowdfunding campaigns often used phrases like "Master-made" or "Master-blended" on packaging and live streaming to sell their products at higher prices. Essentially, they used the "Master" label as a means to inflate the value of their products.
For instance, some licensed wines with average quality could command a much higher price simply because they were "supervised by a Master," with consumers paying for the title rather than the actual quality.
3. Smaller sauce-flavor liquor brands are most affected: Without the "Master" label, some may struggle to survive
The impact of the revocation varies among different companies:
- Leading brands are less affected: Large companies like Moutai and Xijiu have strong brands that do not rely on these titles for sales; they can still attract customers with their own brand strength.
- Smaller licensed/brand-name products are at risk: Brands that relied entirely on the "Master" label to build credibility, using it on packaging, promotional materials, and live streaming, will face challenges. Xiao Zhuqing (a liquor industry commentator) noted that "small brands without solid foundations will face immediate survival crises."
- Competent smaller brands can withstand the change: Those with their own production facilities, sufficient stock of base liquor, and high-quality products can adjust by focusing on genuine selling points such as the origin of the liquor and the brewing process.
4. In the long run: The sauce-flavor liquor industry is shedding its excess, returning to quality as the key
This cleanup is part of a broader effort in the Renhuai production area to address issues like false aging claims and misleading marketing. Its significance includes:
- Accelerating the elimination of weaker players: While it won't lead to a sudden collapse, it will gradually eliminate less competitive brands, making the industry healthier.
- Deflating the bubble: It will burst the myth that "Master" titles add significant value, forcing companies to focus on producing quality liquor rather than relying on marketing gimmicks.
- Need for supporting policies: Simply revoking titles is not enough; additional measures such as stricter advertising regulations (to prevent false claims), standardization of aging claims, and proper classification of products are necessary. The core principle is that honors should not be monetized; quality should speak for itself.
5. A reminder to consumers: Stop being misled by "Master" titles
For the general public, this cleanup serves as a wake-up call. Titles on packaging do not reflect the actual quality of the liquor. When buying liquor, consider factors like taste, origin (e.g., the core production area of Moutai Town), and the background of the brewery. After all, good liquor doesn't need a "Master" certificate to prove its quality.
In summary, this trend of revoking "Master" titles marks the beginning of industry standardization, returning the focus to the quality of the liquor itself. It is beneficial for both consumers and the long-term development of the industry.