KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2026-01-01 07:37Core Viewpoint - The launch of the new 53% vol 500ml Flying Moutai at a price of 1499 yuan marks a significant shift in Moutai's marketing strategy towards a more market-oriented approach, aiming to stabilize prices and reduce speculation in the market [1][3][8]. Group 1: Product Launch and Sales Strategy - The new Flying Moutai was officially launched on January 1, 2026, through the "i Moutai" app, with a daily purchase limit of 12 bottles per person [1][3]. - Sales began at 9 AM, with stock selling out in less than 30 seconds, indicating high demand and consumer interest [3][11]. - The decision to not release the 2025 production of Flying Moutai is seen as a strategy to preserve price space for existing products in the market [8]. Group 2: Market Dynamics and Pricing - Moutai has historically 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]. - The price of Moutai has been on a downward trend, dropping from a peak of 2750 yuan in 2024 to around 1780 yuan by December 2025 [8]. - The introduction of a fixed price of 1499 yuan for Flying Moutai aims to counteract speculative trading and establish a more rational market for consumers [11][13]. Group 3: Consumer Behavior and Market Perception - The current consumer base includes individuals treating Moutai as an investment product, which complicates the purchasing landscape [11]. - There are concerns that if Moutai were priced at 499 yuan, it could signal a decline in brand value, emphasizing the importance of maintaining price integrity [13]. - The collaboration between manufacturers and platforms to stabilize prices suggests a move towards a more sustainable consumption market for Moutai [13].