KWEICHOW MOUTAI(SH:600519) Zhong Guo Ji Jin Bao·2026-01-01 00:03Core Viewpoint - Kweichow Moutai has announced a significant change in its sales strategy by launching a new purchasing system on the iMoutai app, allowing consumers to buy up to 12 bottles of its flagship product, Feitian Moutai, daily starting January 1, 2026 [1][7]. Group 1: Product Launch and Pricing - Starting January 1, 2026, the iMoutai app will feature a revamped purchasing system, integrating previous sales methods into a unified "iGou" entry point [1]. - The price for the 2026 Feitian Moutai (53% vol, 500ml) is set at 1499 yuan, while other years will have higher prices, such as 1909 yuan for 2024 and 2649 yuan for 2019 [5][7]. - The daily supply of Feitian Moutai will be limited to prevent speculation and ensure market stability, with sales available at 9 AM each day until stock runs out [1][8]. Group 2: Sales Performance and Market Impact - The iMoutai platform has generated significant sales, with approximately 200 billion yuan in 2024 and 126.92 billion yuan in the first three quarters of 2025 [7]. - The introduction of a direct sales model through iMoutai is expected to positively impact Kweichow Moutai's revenue and profit margins, as the difference between the factory price and retail price will contribute to increased earnings [7][8]. - The move to sell Feitian Moutai directly to consumers is seen as a major event for the industry, potentially reshaping the distribution chain and enhancing consumer access to authentic products [8].