随行就市！贵州茅台公布价格动态调整机制

Core Viewpoint - Guizhou Moutai has announced a market-oriented operational plan for 2026, focusing on a dynamic pricing mechanism and a pyramid product structure to enhance consumer service and market orientation [2][4]. Group 1: Product System - The company will revert to a pyramid product structure, with the base consisting of the flagship 53% vol 500ml Moutai, supported by other sizes like 1000ml and 100ml to strengthen social consumption attributes [2]. - The mid-tier products will include premium and zodiac Moutai, aiming to enhance the premium Moutai brand and stimulate demand for zodiac Moutai as collectibles [2]. - The top-tier products will focus on aged and cultural series Moutai, adjusting supply to maintain and enhance the value of ultra-high-end products based on market demand [2]. Group 2: Operational Model - The sales model will transition from a traditional "self-sale + distribution" approach to a multi-dimensional marketing system that includes "self-sale + distribution + consignment + consignment" [3]. - The self-sale model will focus on direct sales through self-operated stores and the iMoutai platform, targeting both C-end and B-end consumers while eliminating the previous distribution model [3]. - The consignment model will not transfer ownership, leveraging online and offline retail, dining, and private domain channels to enhance regional coverage and channel reach [3]. Group 3: Channel Layout - The company will establish a five-channel layout comprising wholesale, offline retail, online retail, dining, and private domain, integrating online and offline operations to create a consumer-centric ecosystem [3]. Group 4: Pricing Mechanism - A market-oriented dynamic pricing mechanism will be implemented, allowing for adjustments based on market conditions while maintaining relative stability [3][4]. - The retail price in the self-operated system will serve as the basis for calculating channel profit margins, with sales contract prices and commissions determined based on various factors including product type and channel operating costs [4]. - This new pricing mechanism aims to address the significant price gap between factory prices and retail prices, which has led to issues such as speculative trading and excessive profits in the distribution channel [4][5]. Group 5: Recent Price Adjustments - Prior to the announcement of the operational plan, Guizhou Moutai reduced the contract prices of several products, with some reductions exceeding 1,000 yuan. For instance, the factory price of premium Moutai was lowered from 2,969 yuan to 1,859 yuan, and the retail guidance price from 3,299 yuan to 2,299 yuan [6][7]. - The price adjustments primarily targeted non-standard products and series wines, which have been underperforming, allowing distributors to restore positive price differentials and achieve reasonable profits [7].