茅台公布，自营体系零售价格

Core Viewpoint - Guizhou Moutai has announced a market-oriented operation plan for 2026, focusing on product structure, operational model, channel layout, and pricing mechanism to enhance consumer satisfaction and market stability [2][3]. Product Structure - The company will revert to a "pyramid" product structure, with the base consisting of the flagship Feitian 53% vol 500ml Moutai, supported by other specifications like 1000ml and 100ml to cater to social and collectible consumption [2]. - "Waist" products will include premium and zodiac Moutai, aiming to strengthen the premium segment and stimulate demand for zodiac collectibles [2]. - "Tip" products will focus on aged and cultural series, with a strategy to moderately reduce offerings to maintain high-end product value [2]. Operational Model - The sales model will transition from a traditional "self-sale + distribution" to a multi-dimensional marketing system that includes "self-sale + distribution + consignment + consignment" to better meet consumer needs [3]. - The self-sale model will focus on direct sales through self-operated stores and the iMoutai platform, targeting both C-end and B-end consumers [3]. - The distribution model will involve clear sales volume agreements and designated sales areas, while the consignment model will leverage online and offline retail channels without transferring ownership [3]. Channel Layout - A five-channel layout will be established, including wholesale, offline retail, online retail, dining, and private domains, promoting an integrated online and offline approach [3]. - The company will implement a dynamic assessment mechanism driven by market demand to continuously optimize regional channel layouts and ensure precise market deployment [3]. Pricing Mechanism - A market-oriented pricing mechanism will be established, allowing for dynamic adjustments to retail prices based on market conditions [3][6]. - Current retail prices for various products have been adjusted, with notable reductions for premium and zodiac Moutai products [4][6].