KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2026-01-02 05:38Core Insights - The core point of the news is the significant transformation in Moutai's sales strategy, with the official launch of the 53-degree 500ml Flying Moutai at a price of 1499 yuan on the iMoutai app, marking a shift towards a more market-oriented pricing system [3][5][11] Group 1: Product Pricing and Strategy - Moutai's decision to sell the 500ml Flying Moutai directly on its official platform signals a commitment to market-driven pricing, aiming to close the gap between the official price and the actual market price, which has been between 1750 yuan and 1950 yuan [5][9] - The new pricing system extends from the 1499 yuan baseline for the 500ml Flying Moutai, with 100ml priced at 299 yuan and 1000ml at 2989 yuan, both slightly below market prices [5][9] - Moutai is constructing a "pyramid" product system, with the 500ml Flying Moutai as the base, supported by premium and collectible products above it, aiming to cater to different consumer segments [7][9] Group 2: Market and Consumer Impact - The introduction of a direct sales channel through the iMoutai app addresses consumer pain points regarding trust and convenience in purchasing authentic Moutai [11][15] - The iMoutai platform has seen significant growth, with over 76 million registered users by May 2025, and the new pricing strategy is expected to enhance user engagement and attract new customers [13][17] - Moutai's careful approach to balancing direct sales with traditional distribution channels aims to maintain a healthy ecosystem while preventing market speculation [15][17] Group 3: Future Outlook - The transformation is seen as a pivotal moment for Moutai, with expectations for a more transparent pricing system and improved consumer access to the brand [17] - The success of this market-oriented shift will be measured by whether the official price of 1499 yuan translates into a genuine consumer experience rather than just a nominal figure [17]