500ml飞天茅台将上线i茅台，茅台市场化转型迈出关键一步

Core Viewpoint - The official announcement from iMoutai indicates a strategic adjustment in the product matrix of Kweichow Moutai (600519) for 2026, aiming for a comprehensive market-oriented transformation in its marketing system [1] Product Strategy - The new product matrix includes six major series: classic, premium, zodiac, aged, cultural, and low-alcohol products, featuring various Moutai products such as the 53-degree 500ml Flying Moutai [1] - The "pyramid" product system proposed by Moutai aims to clarify product positioning and ensure a more reasonable and stable product structure, with the classic series as the base, premium and zodiac series as the mid-level, and aged and cultural series as the top [1] Market Positioning - A well-structured product lineup is deemed essential for Moutai's market-oriented transformation, allowing for precise targeting of different consumer groups and consumption scenarios [2] - Moutai's current distribution channels consist of self-operated and social distribution systems, totaling ten channels, focusing on consumer-centric strategies to enhance market reach and conversion [2] Channel Development - Moutai plans to establish a multi-dimensional collaborative sales model, transitioning from a primarily wholesale and offline retail approach to a comprehensive strategy that includes online retail, dining, and private domain channels [2] - The iMoutai platform plays a crucial role in creating a healthy channel ecosystem, facilitating online and offline integration without competing with distributors [3] Service Transformation - Moutai emphasizes service transformation as a key aspect of its market strategy, aiming to enhance consumer experience and build a robust service system that extends brand value [3] - The adjustment in product offerings on iMoutai is seen as a response to consumer demands for fair access to genuine Moutai products, aiming to eliminate barriers between manufacturers and consumers [3] Operational Philosophy - The initial step in Moutai's market-oriented transformation involves a shift in operational philosophy, moving away from passive strategies to actively engaging with consumer needs and providing high-quality experiences [4]