KWEICHOW MOUTAI(SH:600519) Nan Fang Du Shi Bao·2025-12-28 21:16Core Viewpoint - The 2026 marketing strategy for Moutai liquor emphasizes a consumer-centric approach and aims to fully promote the market-oriented transformation of Moutai's marketing [2][8]. Group 1: Marketing Strategy - Moutai will focus on product, price, channel, and service adjustments to achieve its marketing goals for 2026 [2][8]. - The company aims to create a more robust "pyramid" product structure, respecting market economic laws and consumer choices, allowing product prices to follow market trends [2][10]. Group 2: Market Conditions - Moutai, as a leading product in the liquor industry, serves as a "anchor" for the market, influencing sales, prices, and market scale [4]. - The liquor industry is currently facing challenges such as high channel inventory and price fluctuations, which Moutai must navigate [7][9]. Group 3: Product and Pricing Strategy - Moutai plans to reduce the volume of high-value-added products in its 2026 release plan to align with market demand and clarify product positioning [9][12]. - The company will implement a market-oriented pricing strategy to prevent excessive price fluctuations and ensure reasonable pricing [10][12]. Group 4: Channel Development - Moutai aims to build an integrated online and offline channel network, enhancing consumer experience and ensuring compliance in operations [13][14]. - The company will simplify online channel operations and encourage new e-commerce platforms to enhance market coverage and transparency [13][15]. Group 5: Consumer Engagement - Moutai is focusing on expanding its customer base by targeting new economic sectors and personal consumption scenarios, while maintaining its traditional customer groups [7][16]. - The company will enhance its marketing capabilities to better connect with consumers and improve service levels [16].