KWEICHOW MOUTAI(SH:600519) Cai Jing Wang·2026-01-12 04:18Core Viewpoint - Guizhou Moutai plans to reduce the factory and retail prices of its premium and 15-year aged liquors, reflecting a market-oriented reform under the leadership of Chairman Chen Hua, aimed at enhancing market efficiency and consumer reach [1][2]. Price Adjustments - The factory price of Moutai's premium liquor is set to decrease from 2969 yuan to 1859 yuan, while the retail price will drop from 3299 yuan to 2299 yuan [1]. - The factory price of Moutai's 15-year liquor will be reduced from 5399 yuan to 3409 yuan, with the retail price falling from 5999 yuan to 4199 yuan [1]. Market-Oriented Reforms - Chairman Chen Hua emphasizes the importance of market-driven reforms, adjusting product prices based on market demand and supply dynamics, which reflects respect for market principles [1]. - The iMoutai initiative aims to enhance direct consumer engagement and improve distribution efficiency, allowing products to reach previously untapped consumer segments [1][2]. Consumer Engagement and Market Stability - The iMoutai platform has reportedly gained over 2.7 million new users and over 400,000 transaction users within nine days of launch, indicating a significant reach to real consumers not previously covered by traditional channels [1]. - The initiative is designed to stabilize the market by ensuring that product supply meets actual consumer demand without increasing overall supply, thus breaking existing market barriers [2]. Distributor Transformation - The reform process is expected to promote the transformation of distributors, encouraging them to shift from merely selling to providing services to consumers, which is essential for long-term survival in the market [2]. - The strategy includes a refined and differentiated product distribution approach, adjusting based on distributor performance and regional market capacity to avoid uniform distribution and ensure alignment with market demand [2].