重大变革公布，涉及茅台酒价格、分销等！董事长：经销商不能再“躺着赚钱”

Core Viewpoint - The white liquor industry is focusing on the transformation of Moutai's marketing strategy, shifting from a "channel king" approach to a "consumer sovereignty" model, emphasizing consumer-centric marketing and product structure optimization [1][5]. Group 1: Price and Market Strategy - Moutai's price fluctuations, particularly for the Flying Moutai, have been a significant concern in 2025, with prices experiencing a downward trend before a recent rebound due to measures aimed at controlling supply and reducing non-standard product quotas [1][3]. - The company aims to prevent price speculation and ensure reasonable pricing to stabilize market expectations, emphasizing the importance of aligning prices with market supply and demand [3][6]. - Moutai plans to eliminate the distribution model starting in 2026, which is expected to alleviate the financial burden on distributors caused by price discrepancies [5][6]. Group 2: Product Structure and Consumer Focus - Moutai's market reform will focus on a pyramid-shaped product structure, reinforcing the 500ml Flying Moutai as the main product while enhancing boutique and zodiac products to meet diverse consumer needs [5][8]. - The company intends to optimize its product offerings based on consumer demand, ensuring a balance between supply and demand to maintain market stability [5][10]. Group 3: Channel and Sales Strategy - Moutai will innovate its operational model by establishing a multi-channel sales strategy that includes online and offline platforms, moving away from traditional wholesale and retail methods [7][8]. - The company encourages distributors to open authorized online stores to create a more transparent and compliant sales network, enhancing consumer access to genuine products [7][8]. - Moutai is committed to improving channel efficiency and resilience by implementing a dynamic evaluation system for distributors, focusing on operational capabilities and service quality [10][12]. Group 4: Distributor Relations and Market Sustainability - Moutai will implement a mechanism for the selection and optimization of distributors, rewarding innovative and high-performing partners while discouraging complacency in the distribution network [12]. - The company emphasizes the importance of mutual benefit and sustainability in distributor relationships, aiming to create a healthier ecosystem for all stakeholders involved [12].