KWEICHOW MOUTAI(SH:600519) Yang Zi Wan Bao Wang·2026-01-01 07:54Core Viewpoint - Kweichow Moutai has announced a restructuring of its product matrix and pricing strategy, emphasizing a consumer-centric approach and a commitment to market-oriented transformation [1] Group 1: Market Pricing Alignment - Moutai has adjusted its retail prices to align with actual market transaction prices, ensuring that consumers can purchase authentic products at fair prices [4] - The retail price for the 500ml Flying Moutai is set at 1499 yuan, which is positioned as a "reasonable" price in the consumer's mind [1] - Other products, such as the Snake Year Zodiac Moutai and premium Moutai, have been priced in accordance with market trends, with the 500ml Flying Moutai's market price ranging from 1750 to 1950 yuan [4][5] Group 2: Time Value Matching - The new pricing structure creates a "moat" around the time value of Moutai products, with higher-priced products reflecting their age and quality differences [6] - The pricing for older Moutai products indicates that "the older the Moutai, the better," which is beneficial for the collectible market [6] - The absence of the 2025 production of 500ml Flying Moutai from the current offerings allows for price space for existing products in the sales channels [6]