曾经依赖经销商的贵州茅台，为何开始加码直销？

Core Viewpoint - Moutai is facing challenges such as price inversion and high inventory, prompting the company to reclaim pricing power through direct online sales channels [3][4][5] Group 1: Market Dynamics - Moutai has historically maintained a high-end image through controlled distribution and pricing strategies, contrasting with competitors like Wuliangye, which diluted its brand through extensive sub-branding [4] - The decline in government and business consumption of liquor has shifted focus towards younger consumers, who prefer other alcoholic beverages like beer and cocktails, leading Moutai to explore new product lines aimed at this demographic [5][8] - The actual market price of Moutai products has seen significant fluctuations, with the price of a bottle of Flying Moutai dropping from 2320 yuan to below 1499 yuan within a year, indicating a broken supply-demand balance [5][6] Group 2: Strategic Adjustments - Moutai has shifted to a direct sales model via its "i Moutai" platform, allowing the company to bypass traditional distributors and directly engage with consumers, thus addressing issues like price inflation and inventory management [5][6] - The company has announced the cessation of forced distribution of non-standard products, aiming to regain pricing authority and focus on best-selling items, which may lead to short-term revenue impacts but is intended to strengthen brand integrity [6][7] - Moutai's product strategy includes a pyramid structure, with Flying Moutai at the base and premium products at the top, enhancing the perceived value of older Moutai products in the collector's market [7] Group 3: Consumer Engagement - The "i Moutai" platform has seen rapid user growth, with over 2.7 million new users registered shortly after the launch of Flying Moutai, indicating a successful strategy to engage consumers and boost sales [7] - Despite efforts to broaden the consumer base, there are concerns about whether ordinary consumers, especially younger ones, will be willing to spend significant amounts on Moutai products, which could dilute the brand's high-end image [8]