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 dual pricing system of Moutai products, highlighting the challenges consumers face in purchasing at official prices due to market speculation and price manipulation [3][4][5]. Group 1: Pricing System and Market Dynamics - Moutai has experienced a "dual pricing system" where the factory price remains stable around 1,000 yuan, while market prices have historically peaked near 3,000 yuan, creating significant profit margins for resellers [3][4]. - The speculative frenzy has led to a distortion of brand value and consumer experience, pushing genuine demand for appreciation, dining, and collection to the sidelines [5]. - Moutai's recent initiatives, including the launch of its products on the iMoutai platform, are seen as tactical moves against scalpers and traditional distribution channels [6][8]. Group 2: Reform Strategy - Moutai's board approved a comprehensive market-oriented reform plan aimed at restructuring the interests of manufacturers, distributors, and consumers [8][10]. - The reform plan outlines a return to a "pyramid" product structure, with different tiers for various product lines, aiming to enhance brand value and consumer engagement [10][14]. - The operational model will shift from traditional sales to a multi-faceted approach that includes direct sales, consignment, and agency sales, transforming distributors into service providers [11]. Group 3: Pricing Mechanism Changes - A key aspect of the reform is the establishment of a dynamic pricing mechanism that replaces the rigid factory price with a market-driven retail price, aiming to eliminate the dual pricing system [11][12]. - This new pricing strategy is designed to enhance profit distribution and adapt the sales network to market conditions, focusing on consumer value rather than speculative pricing [12][22]. - The introduction of market-based pricing is expected to redirect consumer focus from speculation to the intrinsic value of the products [12][22]. Group 4: Long-term Vision and Brand Value - Moutai's reform is characterized as a deep self-revolution, aiming to reclaim brand value by aligning it with genuine consumer demand and cultural recognition [22][24]. - The company seeks to foster sustainable growth by redistributing profits across channels and enhancing its understanding of consumer needs, moving from a production-driven to a market-driven approach [24]. - The ultimate goal is to establish a transparent pricing mechanism that reflects real consumption, thereby improving capital market valuations based on market share and brand loyalty rather than speculative expectations [24][25].