KWEICHOW MOUTAI(SH:600519) Bei Jing Ri Bao Ke Hu Duan·2026-01-01 05:51Core Viewpoint - The launch of the 53-degree 500ml Flying Moutai on the iMoutai APP at a price of 1499 yuan signifies a shift towards a market-oriented marketing system for Moutai [1][10]. Group 1: Product Launch and Sales Dynamics - The 53-degree 500ml Flying Moutai was sold out immediately upon its release on January 1, 2026, with each user allowed to purchase a maximum of 12 bottles per day [1][7]. - The product is available daily at 9 AM, with stock replenished every five minutes, but often sells out quickly, leading to consumer frustration [2][7]. Group 2: Market Pricing and Consumer Access - Historically, Moutai has operated under a dual pricing system, leading to significant price discrepancies between official prices and actual market prices, with some consumers paying up to 2000 yuan above the official price [8][9]. - The average market price for Moutai has been declining, with prices dropping from 2750 yuan in 2024 to around 1780 yuan by December 2025 [9]. Group 3: Strategic Changes and Market Positioning - Moutai's recent initiatives, including direct online sales and the cancellation of the distributor system, aim to regain market pricing power and respect market dynamics [10]. - The company's shift towards a consumer-driven approach is seen as a significant move in a saturated market, potentially enhancing brand accessibility while maintaining its premium image [10][11].