四大调整！茅台正式官宣

Core Viewpoint - Guizhou Moutai has announced a significant marketing transformation plan aimed at adapting to market and consumer changes, focusing on a consumer-centric and demand-driven approach for 2026 [2] Product System - The product structure will revert to a "pyramid" model to better meet diverse consumer needs, with the "base" products centered around the 500ml Flying Moutai at 53 degrees, supported by other sizes [3] - "Waist" products will include premium and zodiac Moutai, with plans to establish premium Moutai as a major product and stimulate interest in zodiac Moutai for collection [3] - "Peak" products will consist of aged and cultural series Moutai, with a focus on maintaining and enhancing the value of ultra-high-end products through market-driven adjustments [3] Operational Model - The sales model will shift from a traditional "self-sale + distribution" approach to a multi-faceted marketing system that includes "self-sale + distribution + consignment + consignment," eliminating the previous distribution model [5] - The self-sale model will utilize self-operated stores and the iMoutai app, while the distribution model will define sales volume and designated sales areas [5] Channel Layout - A five-channel layout will be established, including wholesale, offline retail, online retail, dining, and private domains, integrating online and offline strategies to create a consumer-centric ecosystem [5] Pricing Mechanism - A market-oriented pricing mechanism will be implemented, allowing for dynamic adjustments to retail prices based on market conditions, with recent price reductions for several products [4][7] - The latest retail prices for 15 products have been published, with significant reductions such as the premium Moutai now priced at 2299 yuan, down 1000 yuan, and the 1L Flying Moutai reduced by approximately 21% to 2989 yuan [7][8]