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ABSTRACT
The evolution of the “Maotai” liquor brand was closely related to market changes and evolving state-business networks at different junctures in modern China. In the early Republican era, Maotai liquor was especially popular within the top military and political circles of Guizhou Province and became a hallmark of Guizhou after it won a list of specialty exposition prizes. After the Sino-Japanese War, the exodus of government officials and teachers into the southwest China and the trade embargo imposed by the Japanese changed the structure of premium liquor consumption. Maotai liquor became a famous independent brand after it became widely known in the area under Wartime Guomindang (GMD) control. After 1945, a commercial network was established introducing Maotai liquor to the major Chinese cities. The market share of Maotai liquor thus grew exponentially, making it a household brand throughout China. The history of Maotai liquor sheds light on how the Wartime experience, the market and the state-business network shaped the evolution of a commercial brand. Furthermore, it helps explain the evolutionary logic of a niche commodity in China’s modern economy.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Glossary
| Chen Zhimin | = | 陈职民 |
| Chengyi | = | 成义 |
| Chishui | = | 赤水 |
| Chongqing | = | 重庆 |
| Chu Kochen (Zhu Kezhen) | = | 竺可桢 |
| Dai Yunshan | = | 戴蕴珊 |
| Daqu | = | 大曲 |
| Daxing | = | 大兴 |
| Ding Baozhen | = | 丁宝桢 |
| Fangmao | = | 仿茅 |
| Feng Youlan | = | 冯友兰 |
| Feng Zikai | = | 丰子恺 |
| Fu Zhenlun | = | 傅振伦 |
| Gu Jiegang | = | 顾颉刚 |
| Guilin | = | 桂林 |
| Guiyang | = | 贵阳 |
| Guizhou | = | 贵州 |
| He Jiwu | = | 何辑五 |
| He Shaozhou | = | 何绍周 |
| Hengchang | = | 衡昌 |
| Hengxing | = | 恒兴 |
| Hu Wensui | = | 胡问遂 |
| Hua | = | 华 |
| Hua Lianhui | = | 华联辉 |
| Hua Wenqu | = | 华问渠 |
| Hua Zhihong | = | 华之鸿 |
| Huang Ping | = | 黄萍 |
| Hua Mao | = | 华茅 |
| Jiangzhe | = | 江浙 |
| jin | = | 斤 |
| Jin Mao | = | 金茅 |
| Kunming | = | 昆明 |
| Lai Jairong | = | 赖嘉荣 |
| Lai Mao | = | 赖茅 |
| Lai Yongchu | = | 赖永初 |
| Liu Xianshi | = | 刘显世 |
| Maotai | = | 茅台 |
| Qianxian ribao | = | 《前线日报》 |
| Renhuai | = | 仁怀 |
| Rongdaxiang | = | 荣大祥 |
| Ronghe | = | 荣和 |
| Sanhua | = | 三花 |
| Shaoxing | = | 绍兴 |
| Shengfu | = | 省府 |
| Sichuan | = | 四川 |
| Song Yunbin | = | 宋云彬 |
| Tongzi | = | 桐梓 |
| Tuanxi | = | 团溪 |
| Wang Boqun | = | 王伯群 |
| Wang Jialie | = | 王家烈 |
| Wang Zizhuang | = | 王子壮 |
| Wentong shuju | = | 文通书局 |
| Xinqian jianye | = | 新黔建业 |
| Xu Shiying | = | 许世英 |
| Xu Zhucheng | = | 徐铸成 |
| Yaxi | = | 鸭溪 |
| Yili | = | 义利 |
| Yixingchang | = | 怡兴昌 |
| Yonglongyu | = | 永隆裕 |
| You Guocai | = | 游国材 |
| Yue Mao | = | 越茅 |
| Zhang Guangsi | = | 张广泗 |
| Zhou Bingheng | = | 周秉衡 |
| Zhou Mao | = | 周茅 |
| Zhou Xicheng | = | 周西成 |
| Zunyi | = | 遵义 |
Notes
1 Current academic research on the history of modern Chinese liquor merely focuses on the topic of state finance. See Chen Zeming, “Kangzhan shiqi Shan Gan Ning bianqu de jiuzheng yu liangshi anquan”; Xiao Junsheng, Jindai Sichuan niangjiuye fazhan yanjiu; Guo Xu, Zhongguo jindai jiuye fazhan yanjiu; Wang Ronghua, “Mi jiu shui de sanchong bianzou”; Huang Ping, “Guizhou maotai jiuye yanjiu.”
2 Renhuai xian difangzhi bianzuan weiyuanhui, Renhuai xianzhi, 78.
3 Renhuai xian caozhi, 8.
4 Xu Zunyifu zhi, vol. 20, 36–37.
5 Hua Shuren, “Yonglongyu yanhao shulue,” 2–5.
6 Yang Enyuan, “Huajun Yanyi mubiao,” 9.
7 Hua Wenqu, “Guiyang Wentong shuju de chuangban he jingying,” 39.
8 Cheng Qian, “Huguo zhiyi qianhou huiyi,” 25.
9 Huang Ping, “Cong xiao pianxiang dao da wutai,” 215.
10 Chen Qi, “ Zhongguo canyu Banama taipingyang bolanhui jishi,” 243.
11 “Maotai jiuchang lishi ziliao.”
12 Yi, “Maotai jiu bian xicheng jiu,” 11.
13 “Maotai jiuchang lishi ziliao,” 35-1-182.
14 “Jiang weiyuanzhang zai Han zhaoji jiangling huiyi.”
15 “Guotu yu shaojiu,” 2.
16 “Chiku kangzhan.”
17 “Feichang shiqi jinzhi jinkou wupin banfa,” 22–23.
18 Sichuansheng difangzhi bianzuan weiyuanhui, Sichuan shengzhi chuanjiuzhi, 24–25.
19 “Maotai jiuye chanxiao gaikuang.”
20 Xiao Junsheng, Jindai Sichuan niangjiuye fazhan yanjiu, 183–184.
21 “Maotai jiu.”
22 Wang Zizhuang, Wang Zizhuang riji (shougao ben), 256.
23 Chen Xing, Yang Ziyun, and Yang Chaoying, Feng Zikai quanji, vol. 2, 264.
24 Fu Zhenlun, “Lü Qian riji xuan,” 438.
25 Song Yunbin, Hongchen lengyan, 13.
26 Hua Wenqu, “Guiyang Wentong shuju de chuangban he jingying,” 47.
27 “Shending shangbiao di san ling yi liu qi hao,” 25.
28 Xu Zhucheng, Xu Zhucheng huiyilu, 111.
29 Chu Kochen, Zhu Kezhen quanji, 367–369, 544.
30 “Qian Gui laojun jixing zhi san.”
31 “Zhu Su shiguan qingzhu shuangshijie, Maojiu xiang jiabin.”
32 “Maotai jiuchang lishi ziliao.”
33 Lai Yongchu, “Liu Xiyi zuzhi Sufutuan de jingguo,” 126–127.
34 Feng Chengnan, “Jiefang qian de Guiyang shanghui,” 73–74.
35 “Guiyang xian shanghui gaizu.”
36 “Lai Yongchu gei Guiyangshi shanghui de jianyi tiaowen.”
37 Lai Yongchu, “Wo chuangban Maojiu de jingguo qingkuang,” 4.
38 Ibid.
39 “Qiansheng jiliang shixing jinjiu.”
40 “Wei chengbao yanfeng Hengchang jiuchang cunjiu qingxingyou.”
41 Lai Yongchu, “Wo suo zhidao de Guizhou sheng yinhang,” 244–245.
42 “Maotai jiuchang lishi ziliao.”
43 “Zhenzheng Maotai jiu yundao.”
44 Lai Yongchu, “Wo chuangban Maojiu de jingguo qingkuang,” 5.
45 “Guizhou Maotaijiu.”
46 Wei Ling and Fu Sifu, “Hengxing jiuchang yu Lai Mao,” 64.
47 “Guizhou Maotaijiu.”
48 “Hua Mao lianjia santian.”
49 “Maotai jiu xiaoqu da Guangzhou Jing Hu.”
50 Zhong Pu, “Gongshang texie,” 12.
51 Zhi An, “Maotai jiu.”
52 “Lai Mao jiu jijiang di Hu.”
53 “Guizhou Maotai jiu zhi wang zhenzheng Lai Mao.”
54 Chen Shaolong, “Jiefangqian Guiyang banghui huodong yishi,” 123–124.
55 Ni Xingxia, “He Maotai jiu zhu xukuan ren.”
56 “Jinyao shengming qishi.”
57 “Lai Mao wei genghuan shangbiao yinzhi jinggao gejie.”
58 “Maotai jiuchang jinyao qishi shengming.”
59 Chai Gui, “Maotai jiu.”
60 Ding Hui, “Baopi yu Maotai jiu.”
61 “Tan Maotai jiu.”
62 Zhi An, “Maotai jiu.”
63 “Zhengqiu rencai.”
64 Peng Kaixiang, Cong jiaoyi dao shichang, 72.
65 Tsing, Mori songrong.
Additional information
Notes on contributors
Zijian GUO
GUO Zijian is an assistant researcher at College of History, Nankai University. His research focuses on economic history and material culture in modern China and the regional history of Southwest China.