Core Viewpoint - Guizhou Moutai announced that the 53% vol 500ml Moutai liquor will be available for purchase on the iMoutai APP starting January 1, 2026, with a limit of 12 bottles per person per day, as part of its marketing transformation strategy aimed at enhancing consumer experience [1][3][4]. Group 1: Product Launch Details - The 53% vol 500ml Moutai liquor will officially go on sale at 9 AM on January 1, 2026, with a daily purchase limit of 12 bottles per user [3][6]. - Daily sales volume will be determined based on factors such as preventing speculation, supply-demand matching, and market stability, with sales ending once the daily stock is sold out [3][6]. - Other products, including the Moutai 1935 liquor and various special editions, will also be available for pre-sale on the same day [4][7]. Group 2: iMoutai APP Updates - The iMoutai APP will undergo a significant update on January 1, 2026, merging the previous "Enjoy Subscription" and "Enjoy Cloud Purchase" into a unified "iPurchase" interface, allowing users to buy all available products directly [1][6]. - The app aims to create a more resilient and collaborative channel ecosystem by integrating online and offline sales strategies to better serve consumer needs [7].

Core Viewpoint - iMoutai will launch the Flying Moutai (500ml 53% ABV) at a price of 1499 yuan per bottle starting January 2026, marking a significant shift in the product matrix of Moutai liquor [2][5]. Group 1: Product and Market Strategy - The introduction of products like the Flying Moutai on the iMoutai platform is part of a systematic layout in products, channels, and services, indicating a substantial step towards the market-oriented transformation of Moutai's marketing system [5]. - In 2024 and the first three quarters of 2023, iMoutai's sales were approximately 20 billion yuan and 12.692 billion yuan, respectively [5]. - Moutai's marketing strategy emphasizes a consumer-centric approach and aims to fully advance the market-oriented transformation of Moutai liquor [5]. Group 2: Pricing and Product Structure - The pricing reform for Moutai liquor aims to respect market economic laws and consumer choices, allowing product prices to align with market conditions [5]. - Moutai will dynamically balance product supply based on actual market demand to ensure a more reasonable and stable product structure [5]. - The product structure will return to a "pyramid" system in 2026, focusing on the 500ml Flying Moutai as the main product, while strengthening boutique and zodiac products, and driving demand for aged and cultural products [5].

i茅台将正式上架飞天茅台。 12月30日晚，南都湾财社-酒水新消费指数课题组记者注意到，i茅台正式宣布，2026年将调整贵州茅台 酒上架产品矩阵，主要有经典（飞天茅台）、精品、生肖、陈年、文化、低度酒等6大系列，这其中涵 盖53%vol 500ml飞天贵州茅台酒等多款茅台酒产品。 本次i茅台申购产品的调整中，飞天茅台受到各界的强烈关注。（截图来源：i茅台） 南都湾财社记者注意到，从"i茅台上架飞天茅台"的传言到做实，此次调整被看作茅台酒营销体系向市 场化转型的实质性举措。在2026年茅台酒经销商全国联谊会上，贵州茅台方面曾提出"坚持以消费者为 中心，全面推进茅台酒营销市场化转型"的方向。 行业观察指出，此次通过i茅台优化产品布局，是为了彻底摒弃以往"躺赢"的惯性思维，并意在更精准 触达消费群体，推动公司市场化布局落地。 根据南都湾财社记者此前在2026茅台酒经销商联谊会上了解到，贵州茅台对茅台酒在产品、价格、渠道 等方面作出了部署。 结合具体部署方向来看，飞天茅台在i茅台上架是加强为消费者服务的主要措施。据了解，价格因素、 渠道保真等均是消费者过去购买茅台酒时的"痛点"，本次i茅台的申购产品调整，则是有为消费 ...

Core Viewpoint - The core strategy of Guizhou Moutai is to focus on consumer-centric marketing and market-oriented transformation by 2026, aiming to enhance consumer access to Moutai products through various reforms [1][2]. Group 1: Market Strategy - Guizhou Moutai aims to stabilize the market by aligning product offerings and pricing with consumer demand and preferences, emphasizing a long-term approach [2][5]. - The company plans to reduce the volume of high-value products in its 2026 release plan to ensure a clearer product positioning and a more stable product structure [2][5]. - Moutai intends to implement market-oriented pricing reforms to prevent price speculation and ensure a balance between supply and demand [2][5]. Group 2: Channel Development - The company will enhance its distribution channels by integrating online and offline sales, focusing on building a transparent and compliant e-commerce network [2][3]. - Moutai aims to attract new consumer groups by adapting to new economic trends and personal consumption scenarios, while also maintaining existing customer relationships [2][3]. Group 3: Service Improvement - Moutai is committed to improving consumer experience and service quality by simplifying online processes and enhancing collaboration with distributors [3][4]. - The company plans to establish a comprehensive anti-counterfeiting technology system centered on consumer experience, which includes flagship stores and cultural experience centers [4]. Group 4: Product Structure - The company will return to a "pyramid" product structure by 2026, focusing on the 500ml Flying Moutai as the main product while strengthening the boutique and zodiac products [5][6]. - Moutai aims to stimulate demand for collectible products and optimize its product structure to better meet diverse consumer needs [5][6]. Group 5: Industry Context - The white liquor industry is currently undergoing an adjustment period, making Moutai's strategic changes a key indicator of industry trends [7]. - The company's market-oriented reforms will focus on dynamic adjustments to delivery schedules based on market conditions [7].

【#茅台董事长称尽最大努力防止价格炒作#】12月28日，"坚持以消费者为中心，全面推进茅台酒营销市场化转型"贵州茅台酒全国经销商联谊会在贵阳召 开，茅台集团党委书记、董事长陈华指出，未来关键在于坚定市场化方向，在确保既定目标任务顺利完成的前提下，着力让市场更稳、渠道更活、服务更 优，推动茅台酒营销市场化取得实实在在的成效。陈华表示，必须想尽一切办法，尽最大努力防止价格炒作，这既是对广大消费者负责，也是对茅台自己负 责。（新华社） 结构史加台埋、稳固。 另一方面,要价格合理稳预期,价格市场个 目的是要尊重市场经济规律和消费者的选择 产品价格随行就市。随行就市的根本目的, 根据市场供需实际，努力促进量价平衡。亿 高或者过低,都容易引起市场波动,当产品 比适当的时候,价格就是比较合理的,价杯 了,专卖店就能成为消费者的"第一选择"。 想尽一切办法,尽最大努力防止价格炒作, 是对广大消费者负责，也是对茅台自己负责 稳、渠道更活、服务更优，推动茅台酒营销 化取得实实在在的成效。 让市场更"稳", 要坚持长期主义, 致力让३ 产品和价格适配市场需求和消费意愿,让芽 应有的价值和意义。一方面，要供需适配 础,在2026年的 ...