贵州茅台酒2026年市场化运营方案公布

Core Viewpoint - Guizhou Moutai has announced a market-oriented operation plan for 2026 to adapt to market and consumer trends, focusing on a consumer-centric and demand-driven marketing system [1] Group 1: Product System - The product structure will return to a "pyramid" model to better meet diverse consumer needs, with the base products centered around the Flying Moutai 53% vol 500ml as the main offering [2] - "Tower waist" products will include premium Moutai and zodiac Moutai, aiming to enhance the appeal of premium Moutai as a major product and stimulate demand for zodiac Moutai as collectibles [2] - "Tower top" products will focus on aged and cultural series Moutai, with a strategy to moderately reduce offerings to maintain and enhance the value of ultra-high-end products [2] Group 2: Operation Model - The sales model will shift from a traditional "self-sale + distribution" approach to a multi-dimensional collaborative marketing system that includes "self-sale + distribution + consignment + consignment" to better meet consumer demand [2] Group 3: Channel Layout - A five-channel layout will be established, including wholesale, offline retail, online retail, dining, and private domain, integrating online and offline strategies to create a consumer-centric ecosystem [2] Group 4: Pricing Mechanism - A market-oriented pricing mechanism will be implemented, allowing for dynamic adjustments to retail prices based on market conditions, with the current retail price for Flying Moutai 53% vol 500ml set at 1499 yuan per bottle for 2026 [3][4] - Historical prices for the same product from previous years show a downward trend, with prices ranging from 2649 yuan in 2019 to 2019 yuan in 2023 [4][5] - The pricing strategy will also consider channel profit margins and operational costs to determine sales contract prices and commissions for different sales models [5]