KWEICHOW MOUTAI(SH:600519) Xin Lang Cai Jing·2026-01-16 01:19Core Insights - The article highlights a significant decline in the retail prices of major Chinese liquor brands, indicating a continued inventory adjustment process within the industry [1][7]. Price Trends - The average retail price of the top ten liquor products fell to 8,895 yuan on January 16, a decrease of 46 yuan from the previous day, marking the lowest price level in nearly two months [1][7]. - Out of the top ten products, seven experienced price drops while three saw increases, with key products collectively contributing to the decline in average prices [1][7]. Specific Price Changes - Major price declines were observed in products such as: - Qinghua Lang and Xijiu Junpin, both dropping over 12 yuan per bottle [1][7]. - Wuliangye Pu Wu Ba Dai decreased by 8 yuan per bottle [1][7]. - Feitian Moutai fell by 7 yuan per bottle, influenced by the iMoutai platform's pricing strategy [1][7]. - In contrast, Qinghua Fen 20 saw an increase of 5 yuan per bottle, while Gujing Gong Gu 20 and Shuijing Jian Nan Chun rose by 1 yuan each [1][7]. Data Collection Methodology - The "Liquor Price Reference" collects data from approximately 200 sampling points across various regions, including designated distributors and retail outlets, to provide an objective and traceable market price for well-known liquors [2][8]. Market Dynamics - The launch of new products on the iMoutai platform, including the 1,499 yuan Feitian Moutai and the 2,299 yuan premium Moutai, has begun to exert a magnetic influence on the market prices of these products [2][8]. - The iMoutai platform has seen a surge in popularity, reaching the top of the Apple App Store's shopping category, with over 2.7 million new users added within nine days of launching the 2026 Feitian Moutai [3][9]. Company Strategy - Moutai is advancing its market-oriented operations through digital marketing, with a new sales model that includes a dynamic pricing adjustment mechanism based on market conditions [3][9]. - As of 2024, Moutai's direct sales channel revenue has reached 43.87% of total revenue, reflecting a strategic shift towards a more collaborative sales approach [3][9].