刚性出厂价成历史，茅台拿回定价权｜品牌新事

Core Viewpoint - The article discusses the recent reforms by Kweichow Moutai aimed at addressing the long-standing "dual pricing" system that has led to significant price discrepancies between the official and market prices of its products, particularly the Flying Moutai [2][4]. Group 1: Pricing and Market Dynamics - Kweichow Moutai's products have experienced a "dual pricing" phenomenon, with the factory price for the 53-degree 500ml Flying Moutai (referred to as "Pu Moutai") being around 1,000 yuan, while market prices have peaked near 3,000 yuan [2]. - The company has introduced a series of market-oriented reforms to combat speculation and restore brand value, including the launch of the "Pu Moutai" on the iMoutai platform [2][4]. - The new pricing mechanism aims to replace the rigid factory price with a market-driven dynamic pricing system, allowing for more transparent and flexible pricing directly to consumers [9][10]. Group 2: Reform Strategy - The reform plan, approved by Kweichow Moutai's board, outlines a comprehensive strategy to reshape the company's operational model, channel layout, and pricing mechanisms [4][5]. - The product system will adopt a "pyramid" structure, with Flying Moutai at the base, followed by premium and cultural series, and lower-tier products as supplements [8][9]. - The operational model will transition from traditional self-sale and distribution to a multi-faceted approach that includes consignment and agency sales, transforming distributors into service providers [9][10]. Group 3: Long-term Vision and Brand Value - The reforms are designed to realign the brand's value away from speculation and towards genuine consumer demand and cultural recognition [16]. - By focusing on direct consumer engagement and data accumulation, Kweichow Moutai aims to enhance its understanding of market needs and drive product innovation [17]. - The company seeks to establish a sustainable growth model that emphasizes market share, brand loyalty, and consistent cash flow, moving away from speculative pricing strategies [18].