KWEICHOW MOUTAI(SH:600519) Xin Lang Cai Jing·2025-12-30 11:59Core Viewpoint - The official announcement from iMoutai on December 30 indicates that in 2026, Moutai will adjust its product matrix to include six major series, marking a significant step towards a fully market-oriented transformation of its marketing system [1][7]. Product Aspects: "Pyramid" Product System Implementation - Moutai aims to establish a "pyramid" product system that is market-oriented and value-driven, ensuring a more rational and stable product structure [2][8]. - The new product matrix aligns with this strategy, featuring a classic series as the base, with premium and zodiac series in the middle, and aged and cultural series at the top, supplemented by a low-alcohol series [2][8]. - This structured product positioning will help Moutai better define different customer segments and consumption scenarios, allowing for targeted marketing and brand promotion [2][8]. Channel Aspects: Building a More Resilient Channel Ecosystem - Moutai's existing channels are divided into self-operated and social distribution systems, comprising a "4+6" channel structure that includes various self-operated and social distribution channels [3][9]. - The company emphasizes a consumer-centric approach, focusing on different consumer demographics and purchasing habits to enhance channel resilience and improve consumer engagement [3][9]. - Moutai plans to implement a multi-dimensional collaborative sales model that integrates self-sale, distribution, consignment, and retail, transitioning from a primarily wholesale and offline retail model to a comprehensive multi-channel strategy [3][9]. Service Aspects: Enhancing Consumer Experience - Service transformation is a key focus for Moutai, aiming to improve consumer experience and strengthen channel resilience [5][12]. - The company intends to create a consumer service system that shifts from merely selling products to offering a lifestyle, thereby enhancing brand value and core competitiveness [5][12]. - iMoutai is expected to address consumer concerns about purchasing genuine Moutai by providing a reliable and convenient purchasing channel, thus enhancing the overall consumer experience [5][12].