茅台的市场化破局之路

Core Viewpoint - The article discusses a significant shift in the marketing strategy of Kweichow Moutai, moving from a traditional dealer-centric model to a more direct company-led approach in market engagement and pricing control [5]. Group 1: Market Actions and Strategy Changes - Before December, Kweichow Moutai's actions were mainly conventional adjustments to adapt to a challenging consumption environment and high market supply, focusing on maintaining stability within the existing distribution and marketing framework [5]. - After December, the company initiated a major transformation in its marketing system due to ineffective previous adjustments, with a new strategy emphasizing direct involvement in market operations and shifting the role of distributors to service-oriented support [5]. Group 2: iMoutai App Developments - The iMoutai app will feature various series of Kweichow Moutai products, including classic, premium, and cultural series, set to launch in 2026 [6]. - Starting January 1, 2026, the purchase limit for the 500ml Kweichow Moutai will be 12 bottles per person per day, later adjusted to 6 bottles [7]. - The app will also introduce a new Zodiac Moutai edition with innovative packaging and pricing, alongside the regular offerings [7]. Group 3: Pricing and Supply Dynamics - The pricing strategy for Moutai products will follow market trends, with a focus on maintaining price stability and addressing supply issues through the iMoutai platform [8][9]. - The company plans to maintain a flexible supply strategy, with an estimated annual supply of 20,000 to 30,000 tons through the iMoutai app, indicating a responsive approach to market demand [12]. Group 4: Future Product Planning - Over the next five years, Kweichow Moutai aims to focus on developing premium products as a key growth driver, while the traditional Moutai will be positioned to attract a broader consumer base through price adjustments [14]. - The company will not completely eliminate distributors but will redefine their roles to enhance customer service and support [13].