贵州茅台启用全新市场化运营方案，i茅台上多款酒“秒光”

Core Viewpoint - Guizhou Moutai has announced a new market-oriented operation plan for 2026, focusing on a multi-dimensional marketing system to better meet consumer demand through adjustments in product structure, operational model, channel layout, and pricing mechanism [1][2]. Product Structure - The product structure will revert to a "pyramid" model, with "base" products including various specifications of Flying Moutai 53% vol, "waist" products comprising boutique and zodiac Moutai, and "tip" products featuring aged and cultural series [2]. Operational Model - The operational model will shift from a traditional "self-sale + distribution" to a collaborative marketing system that includes "self-sale + distribution + consignment + consignment," enhancing consumer reach and conversion [1]. Channel Layout - A five-channel structure will be established, including wholesale, offline retail, online retail, dining, and private domain, integrating online and offline strategies to create a consumer-centric ecosystem [2]. Pricing Mechanism - A market-oriented pricing mechanism will be implemented, allowing for dynamic adjustments to retail prices based on market conditions, with current prices already in effect on the iMoutai platform and self-operated stores [2]. Digital Marketing Initiatives - Since the beginning of the year, multiple products have been launched on the digital marketing platform iMoutai, which is seen as a significant step towards marketization, with products selling out quickly upon release [2][3]. User Engagement - The iMoutai app has gained significant traction, ranking first in the shopping free category and fourth overall in the app store, with over 100,000 users purchasing Moutai within three days of its launch [3][4]. Sales Performance - The 53% vol 500ml Moutai has seen rapid sell-outs, with the app recording over 270,000 new users and 400,000 transaction users within nine days of launching the Flying Moutai [4]. Revenue Growth - In 2021, Guizhou Moutai's direct sales revenue reached 24.03 billion yuan, accounting for 22.7% of total sales, while in 2022, the iMoutai platform contributed 49.38 billion yuan, increasing the direct sales channel's share to 39.89% [5].