KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2026-01-02 09:51Core Viewpoint - Kweichow Moutai is undergoing significant changes, including the establishment of a new digital technology company to enhance its online sales and marketing strategies [1][2]. Group 1: Company Developments - Guizhou Moutai Digital Technology Co., Ltd. was established on January 1, 2026, with a registered capital of 600 million yuan, focusing on internet information services and food sales [1][2]. - Wang Hualin, the deputy general manager of Kweichow Moutai Sales Co., will serve as the general manager of the new digital company, which will incorporate the iMoutai app into its operations [2]. - The iMoutai app has been revamped to streamline purchasing processes, allowing consumers to buy products directly [8][11]. Group 2: Product Sales and Market Strategy - The new 2026 Flying Moutai was launched on January 1, 2026, and sold out quickly, indicating strong consumer demand [3][5]. - Kweichow Moutai aims to combat illegal price speculation by offering the Flying Moutai at a price of 1499 yuan, which is a significant reduction from previous market prices [8][9]. - The company is focusing on a consumer-centric approach to enhance market stability and improve service quality, as emphasized by Chairman Chen Hua [9][10]. Group 3: Market Trends and Future Outlook - The high inventory levels and slowing growth in the premium liquor market are prompting leading companies to adopt direct sales strategies to maintain market control [12]. - Kweichow Moutai's strategy includes balancing supply and demand, optimizing channel structures, and enhancing consumer experience to ensure a stable market environment [10][12]. - The upcoming launch of the zodiac series products reflects the company's commitment to innovation and market engagement [11].