Core Viewpoint - The launch of the "date liquor" series by Kweichow Moutai aims to enhance consumer engagement and potentially boost sales amidst a challenging market environment for the liquor industry [1][2]. Group 1: Product Launch and Market Strategy - Kweichow Moutai has introduced the "date liquor" series, allowing consumers to select their preferred production dates for the 53% vol 500ml Guizhou Moutai liquor, starting from October 20 [1]. - The "date liquor" concept is designed to create emotional value for consumers by packaging "time" as a high-end consumable, which could lead to increased sales and brand premiumization [2]. - The company has not disclosed the specific quantity of products available for this launch, nor confirmed whether the limited strategy of "one bottle per day" will continue [1]. Group 2: Market Conditions and Financial Performance - The liquor industry is currently experiencing a downturn, with a slowdown in consumer demand and significant fluctuations in the wholesale prices of Moutai's core products [1]. - Kweichow Moutai set a growth target of 9% for the year, achieving a revenue of 91.094 billion yuan, a year-on-year increase of 9.16%, and a net profit of 45.403 billion yuan, up 8.89% [2]. - However, the company's contract liabilities, seen as a future performance indicator, have significantly decreased, with advance payments dropping from 9.592 billion yuan to 5.507 billion yuan, reflecting a decline in distributors' willingness to stock products [2]. Group 3: Consumer Perception and Criticism - Some consumers have expressed concerns over the pricing strategy, noting that the market price for the "snake Moutai" is around 2,000 yuan, while it is being sold for 2,499 yuan on the i Moutai platform, raising questions about the value of the personalized service [2]. - Critics argue that Kweichow Moutai should focus on practical market strategies rather than flashy marketing gimmicks in light of the industry's changing dynamics [3].

Core Insights - The launch of the "date liquor" by Kweichow Moutai in 2025 is a significant marketing strategy aimed at enhancing its market influence and financial appeal [1][19] - The limited release of 25,568 bottles of the commemorative liquor has generated substantial consumer interest, leading to a rapid sell-out and a revenue of approximately 179 million yuan within two minutes [3][19] - The introduction of the "date liquor" concept allows consumers to purchase specific dates, marking a shift in Moutai's sales strategy [1][4] Sales Performance - The official price of the new liquor is set at 7,000 yuan per bottle, which initially sparked debate over its affordability, yet it sold out quickly, indicating strong demand despite the high price [3][19] - The sales of the new "snake year" liquor, priced at 2,499 yuan per bottle, have not met expectations, with reports of limited consumer enthusiasm and inventory issues [4][14] - The overall market for Moutai products has shown signs of cooling, with the price of the flagship "Feitian Moutai" dropping significantly over the past year [19][20] Market Dynamics - The introduction of the "date liquor" for the snake year is seen as a response to sluggish sales and excess inventory, reflecting Moutai's ongoing struggle to stimulate market interest [14][19] - The company's direct sales platform, "i Moutai," has experienced a decline in revenue, with a reported drop of 10.51% year-on-year in 2024, indicating challenges in maintaining consumer engagement [20] - Despite Moutai's efforts to create scarcity and excitement around its products, the market is showing signs of rationality, with prices for previously high-demand items returning to more stable levels [19][20]

Core Points - The company has launched a date selection service for the Year of the Snake commemorative liquor starting from October 20, allowing consumers to choose specific production dates for their purchases [1] - This service offers two options: purchasing products with production dates from January 1, 2025, onwards, or pre-ordering products with production dates from the current date to the end of the next month [1] - The commemorative liquor has been popular in both the collectible and gift markets, and the new service provides more options for consumers who value the significance of the date [1] - Previous limited edition products, such as the 70th anniversary commemorative liquor, saw significant price increases in the secondary market due to their limited availability [1]

Core Insights - Moutai is launching its first "date liquor" under the zodiac series, allowing consumers to choose specific production dates for their purchases, enhancing emotional value and consumer engagement [2][3] - The new "date liquor" concept aims to create a luxury product that binds consumers' emotional memories to specific dates, potentially increasing sales and brand premium for Moutai [3] - The market response to previous limited edition products, such as the "Five-Star Trademark 70th Anniversary Liquor," indicates strong demand and potential for high revenue generation [3][4] Group 1 - Moutai will offer consumers the option to select production dates for the "Snake Moutai" liquor starting October 20, with limited availability on the iMoutai app [2] - The "date liquor" concept expands the zodiac liquor series, allowing pre-orders for specific future dates, which differs from previous random shipping methods [2][4] - The pricing strategy for the "Snake Moutai" has been affected by market conditions, with current third-party prices significantly lower than the suggested retail price [4] Group 2 - Experts suggest that Moutai's focus on creating emotional value for consumers is a strategic move to enhance brand loyalty and sales performance [3] - The success of the new pre-order model will depend on Moutai's ability to manage consumer demand and avoid oversupply, which could impact pricing [3] - The market has shown strong interest in limited edition products, as evidenced by the rapid sell-out of the "Five-Star Trademark 70th Anniversary Liquor," generating approximately 179 million yuan in revenue on launch day [3][4]