KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2025-10-20 07:53Core Insights - The launch of the "date liquor" by Kweichow Moutai in 2025 is a significant marketing strategy aimed at enhancing its market influence and financial appeal [1][19] - The limited release of 25,568 bottles of the commemorative liquor has generated substantial consumer interest, leading to a rapid sell-out and a revenue of approximately 179 million yuan within two minutes [3][19] - The introduction of the "date liquor" concept allows consumers to purchase specific dates, marking a shift in Moutai's sales strategy [1][4] Sales Performance - The official price of the new liquor is set at 7,000 yuan per bottle, which initially sparked debate over its affordability, yet it sold out quickly, indicating strong demand despite the high price [3][19] - The sales of the new "snake year" liquor, priced at 2,499 yuan per bottle, have not met expectations, with reports of limited consumer enthusiasm and inventory issues [4][14] - The overall market for Moutai products has shown signs of cooling, with the price of the flagship "Feitian Moutai" dropping significantly over the past year [19][20] Market Dynamics - The introduction of the "date liquor" for the snake year is seen as a response to sluggish sales and excess inventory, reflecting Moutai's ongoing struggle to stimulate market interest [14][19] - The company's direct sales platform, "i Moutai," has experienced a decline in revenue, with a reported drop of 10.51% year-on-year in 2024, indicating challenges in maintaining consumer engagement [20] - Despite Moutai's efforts to create scarcity and excitement around its products, the market is showing signs of rationality, with prices for previously high-demand items returning to more stable levels [19][20]