KWEICHOW MOUTAI(SH:600519) Bei Ke Cai Jing·2026-01-01 14:25Core Viewpoint - The launch of the 500ml 53-degree Flying Moutai at a price of 1499 yuan on the official platform "i Moutai" marks a significant step in Moutai's channel and service transformation, aiming to reshape market order and enhance consumer experience through stable supply and pricing [1][12][14]. Group 1: Product Launch and Consumer Demand - The 500ml 53-degree Flying Moutai was sold out within half an hour of its release on January 1, 2026, indicating strong consumer demand [2][6]. - Moutai implemented a staggered release strategy, replenishing stock every five minutes and limiting purchases to 12 bottles per person per day to allow more consumers the opportunity to buy [2][10]. - The product's pricing strategy reflects a tiered approach based on the year of production, with the 2026 version priced at 1499 yuan, while older vintages are priced higher, demonstrating a clear correlation between age and price [13][14]. Group 2: Consumer Experience and Market Strategy - The launch has shifted consumer behavior from "stockpiling Moutai" to "buying for immediate use," thereby reducing opportunities for price speculation [7][11]. - Moutai's strategy aims to enhance consumer trust by ensuring product authenticity and providing a wider range of purchasing options, including home delivery and in-store pickup [8][10]. - The company is focusing on a consumer-centric approach, utilizing data to better understand consumer needs and preferences, which will help in achieving a balanced supply-demand relationship [10][15]. Group 3: Channel Integration and Digital Transformation - Moutai is enhancing its channel ecosystem by integrating online and offline sales strategies, establishing a multi-dimensional sales model that includes self-sale, distribution, and consignment [15][16]. - The "i Moutai" platform serves as a crucial hub for this strategy, allowing for direct consumer engagement and better control over pricing and inventory [16]. - The company is committed to transforming its business model from merely selling products to offering a lifestyle experience, thereby extending its brand value and competitive edge [16].