茅台宣布取消分销！

Core Viewpoint - The price of Feitian Moutai has been declining since the beginning of the year, with significant fluctuations observed, particularly a drop below the official guidance price of 1499 yuan per bottle during the "Double 11" shopping festival, before stabilizing around 1560 yuan following the announcement of a quantity control policy by Moutai [1][4]. Price Trends and Control Measures - The wholesale price of Feitian Moutai fell from approximately 2200 yuan per bottle at the beginning of the year to below 1800 yuan in August, and subsequently dropped below the official guidance price during promotional events [1]. - Moutai's management has indicated that they will implement a series of price control strategies in 2024, focusing on increasing opening rates and consumer bases, while reducing quotas for non-standard products [3][4]. - The company aims to prevent price speculation and maintain a balance between quantity and price, acknowledging the impact of traditional industry downturns on high-end liquor demand [4]. Product Strategy and Market Focus - Moutai has outlined a "pyramid" product system, with the core product being the 500ml ordinary Feitian Moutai, while premium and zodiac Moutai will be cultivated as major products [4]. - The company plans to focus on two key products in the sauce-flavor liquor segment, aiming for significant market penetration and revenue growth [5]. Channel Strategy Changes - Moutai announced the cancellation of its distribution model, which previously allowed large distributors to control pricing and distribute products to secondary and tertiary distributors [7]. - This change is seen as a move to alleviate pressure on distributors and enhance direct sales channels, which have already contributed significantly to the company's revenue [7]. - The company reported a revenue of 1309 billion yuan for the first three quarters of the year, with a year-on-year growth of 6.32%, indicating a slowdown in performance compared to previous years [7].