KWEICHOW MOUTAI(SH:600519) Zhong Guo Ji Jin Bao·2026-01-01 14:37Core Viewpoint - The launch of the iMoutai platform's new purchasing system for Moutai liquor is expected to significantly impact the company's revenue and profit by providing consumers with direct access to reasonably priced products, while also addressing issues of supply-demand imbalance and counterfeit risks in the market [1][8]. Group 1: Product Launch and Pricing - Starting January 1, 2026, consumers can purchase up to 12 bottles of the 53% vol 500ml Flying Moutai per day through the iMoutai app, which has been revamped to streamline purchasing [1][7]. - The price for the 2026 Flying Moutai is set at 1499 yuan per bottle, with other years priced higher, such as 1909 yuan for 2024 and 2649 yuan for 2019 [5][7]. Group 2: Sales and Revenue Impact - In 2024 and the first three quarters of 2025, iMoutai generated sales of approximately 200 billion yuan and 126.92 billion yuan, respectively [7]. - The difference between the factory price of 1169 yuan and the direct sales price of 1499 yuan is expected to contribute significantly to the company's revenue and profit [7][8]. Group 3: Market Dynamics and Consumer Benefits - The introduction of reasonably priced Flying Moutai on the iMoutai platform aims to eliminate the significant price discrepancies that have historically existed, allowing consumers to purchase authentic products without the risk of counterfeits [8]. - The move is seen as a major event for the industry, potentially benefiting both the company and consumers by improving access to genuine Moutai products at fair prices [8].