KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2026-01-06 07:44Core Insights - The launch of the 53-degree 500ml Flying Moutai on the "i Moutai" platform has generated significant market interest, with over 100,000 users successfully purchasing within three days [1][10] - The combination of online sales and offline pickup has enhanced consumer experience and engagement with Moutai culture, leading to increased purchasing intent for various product lines [3][6] Group 1: Sales and Consumer Behavior - The Moutai self-operated store in Hefei experienced a surge in foot traffic, comparable to holiday periods, with many customers opting for bulk purchases [3][5] - Consumers expressed satisfaction with the purchasing process, highlighting the convenience and transparency of prices, which contrasts with previous experiences of high markups and authenticity concerns [5][6] - The demographic of consumers has broadened, with younger and family-oriented customers increasingly participating in Moutai purchases, indicating a shift from a business-only perception to a more inclusive consumer base [6][8] Group 2: Market Dynamics and Pricing - The introduction of the i Moutai platform has led to a stable retail price of 1,777 yuan per bottle, reflecting a slight decrease but overall market stability [8][10] - The official channel's expansion aims to establish a clear price benchmark, reducing speculative activities and benefiting genuine consumers [10][11] - The supply constraints remain intact, ensuring the brand's scarcity while optimizing the direct-to-consumer model, which enhances service quality over mere price competition [10][11] Group 3: Industry Transformation - The ongoing changes are breaking down barriers in information and distribution, promoting a return to the essence of high-end liquor value [11] - The transformation is making "affordable Moutai" a reality for ordinary families, while also paving a clearer path for a more transparent and healthy industry development [11]