Xin Lang Cai Jing·2026-01-16 01:24Core Insights - The core viewpoint of the article highlights a significant decline in the retail prices of major Chinese liquor brands, indicating ongoing inventory adjustments within the industry [1][7]. Price Trends - The average retail price of the top ten liquor products in China 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]. - Among the ten products, seven experienced price drops while three saw increases, with key products collectively contributing to the decline in average prices [1][7]. Specific Product Price Changes - Leading the price declines were Qinghua Lang and Xijiu Junpin, which fell by 12 yuan and 11 yuan per bottle, respectively [1][7]. - Wuliangye Pu Wu Eight Generation decreased by 8 yuan, while Feitian Moutai dropped by 7 yuan, influenced by the iMoutai platform's pricing strategies and inventory adjustments [1][7]. - Other notable declines included Yanghe Dream Blue M6+ and Guojiao 1573, which fell by 6 yuan and 5 yuan, respectively [1][7]. - In contrast, Qinghua Fen 20 saw an increase of 5 yuan, while Gujing Gonggu 20 and Shuijing Jian Nan Chun rose by 1 yuan each [1][7]. Market Dynamics - The decline in prices is attributed to differentiated consumer demand and price adjustments by leading brands, reflecting the ongoing inventory reduction process in the liquor industry [1][7]. - The iMoutai platform's recent sales of Moutai products at competitive prices have had a magnetic effect on the market, contributing to the observed price changes [2][8]. Sales and Marketing Strategies - Moutai has been leveraging digital marketing through the iMoutai platform, which has seen significant engagement, including the rapid sell-out of new product releases [3][9]. - The platform's popularity surged, reaching the top of the Apple App Store's shopping category, with over 2.7 million new users added within nine days of launching a new product [3][9]. - Moutai's board has approved a market-oriented operational strategy, enhancing its sales model to include a dynamic pricing adjustment mechanism based on market conditions [3][9].