大降价！茅台也扛不住了？

Core Viewpoint - Moutai is actively stepping down from its "altar" by implementing price reductions and increasing product availability, signaling a shift in its market strategy amidst declining sales growth and changing consumer behavior [2][7][23]. Price Reduction - Moutai plans to lower the "payment price" for several key products, including: - Moutai 1935 from 798 yuan to 668 yuan (a decrease of 16.3%) - Moutai premium from 2969 yuan to 1859 yuan (a decrease of 37.4%) - Moutai 15-year from 5399 yuan to 3409 yuan (a decrease of 36.9%) - 43-degree Moutai from 798 yuan to 739 yuan (a decrease of 7.4%) [3][4][5]. Increased Availability - Starting January 1, 2026, Moutai's iMoutai app will offer a wider range of products, with initial purchase limits set at 12 bottles per person per day, later adjusted to 6 bottles [4][5]. Financial Performance - Moutai's Q3 2025 report showed a total revenue of 1309.04 billion yuan, a year-on-year increase of 6.32%, and a net profit of 646.26 billion yuan, also up 6.25%. However, Q3 revenue growth slowed to 0.56%, marking the lowest quarterly growth in nearly a decade [7][9][10]. Inventory and Contract Liabilities - As of Q3 2025, Moutai's inventory reached 558.59 billion yuan, up 15.83% year-on-year, while contract liabilities decreased by 21.97%, indicating potential concerns about future sales and inventory management [9][10]. Sales Strategy Shift - Moutai is reducing the influence of distributors by increasing direct sales through its platforms, aiming to minimize the profit margins of middlemen. The number of distributors has decreased from 2987 in 2018 to 2143 by the end of 2024 [11][13]. Market Position and Financial Attributes - Moutai has historically been viewed as a financial asset due to its high margins and brand value, but recent price reductions may diminish its perceived financial attributes, impacting consumer behavior and investment sentiment [19][23]. Conclusion - Despite the challenges, Moutai remains a leading player in the Chinese liquor industry, with strong financial metrics and brand equity. However, the shift in pricing strategy and market approach may alter its long-standing reputation as a premium investment product [24].