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 Guizhou Moutai liquor for 2026, aiming for a comprehensive market-oriented transformation in its marketing system [2] Group 1: Product Strategy - The new product matrix will include six major series: classic, premium, zodiac, aged, cultural, and low-alcohol products, featuring the 53-degree 500ml Flying Moutai among others [2] - The strategic concept of a "pyramid" product system was introduced, with the classic series as the base, premium and zodiac series as the mid-section, and aged and cultural series as the top, complemented by the low-alcohol series [2][3] Group 2: 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 [3] - Moutai aims to dynamically balance product offerings based on market supply and demand, enhancing product recognition and consumer adaptability [3] Group 3: Channel Strategy - Moutai's distribution channels are categorized into self-operated and social distribution, comprising a total of ten channels [3] - The company plans to establish a multi-dimensional collaborative sales model, transitioning from a focus on wholesale and offline retail to include online retail, dining, and private domain channels [3][4] Group 4: Service Transformation - The service transformation is a key focus for Moutai, aiming to enhance consumer experience, strengthen channel resilience, and invigorate the marketing team [4] - Moutai intends to shift from merely selling products to offering a lifestyle, thereby extending service as a core competitive advantage [4][5] Group 5: Consumer Experience - The adjustments in product offerings on the iMoutai platform are seen as a response to consumer demands for a fair and reliable purchasing experience [4] - By utilizing iMoutai, Moutai aims to eliminate barriers between manufacturers and consumers, providing a convenient and authentic purchasing channel [4]