茅台降速，生态生变

Core Viewpoint - The performance slowdown of Kweichow Moutai has significantly impacted its ecosystem, shifting distributors from a "lying down to earn" mode to a "survival" mode, with various market indicators reflecting this change [1][2]. Financial Performance - Kweichow Moutai's Q3 financial report shows the lowest revenue and net profit growth since 2015, with a revenue growth of 6.3% in the first three quarters. To meet the annual target of 9%, Q4 must achieve approximately 59 billion yuan in revenue, requiring a year-on-year growth of over 17% [2][3]. - The company’s revenue accounts for 22% of the overall sales in the liquor industry, indicating that its slowdown reflects broader industry pressures [2]. Market Dynamics - The pawn price of Feitian Moutai has dropped below 1,000 yuan, leading some pawn shops to suspend alcohol collection. Additionally, scalpers have halted purchases due to daily losses, and the collectibles market has cooled significantly [1][2][5]. - The financial attributes of Moutai are diminishing, with fewer customers willing to pawn Moutai compared to gold, as the latter has retained higher value [6]. Distributor Challenges - Distributors are facing a decline in customer demand, with many transitioning to alternative revenue streams, such as selling cigarettes and lottery tickets, to cope with the downturn [10][11]. - The sales of Moutai series liquor have also declined, with a 7.78% drop in revenue for the first three quarters, marking a significant shift in the market dynamics [11][12]. Leadership Changes - Kweichow Moutai is undergoing its fourth leadership change in five years, with the new chairman expected to bring new strategies and policies, which may create uncertainty among distributors and the market [2][3]. Collectibles and Market Sentiment - The collectibles market for Moutai has seen a significant decline, with prices dropping by at least one-third compared to previous acquisition prices, leading to a shift in management and operational strategies within Moutai's collectible associations [8][9]. - The belief in the value of Moutai is eroding, with former scalpers now shifting their focus to other products, indicating a broader loss of confidence in the Moutai brand [7][8].