Core Viewpoint - The article highlights the three-year anniversary of the iMoutai digital marketing platform, emphasizing customer engagement and a series of promotional activities to celebrate this milestone [1][4][20]. Group 1: Anniversary Celebration - The iMoutai platform was launched on May 19, 2022, and has since built a strong connection with millions of users through sincere interactions and quality service [1]. - A series of exciting activities will be held from May 19 to May 31 to celebrate the anniversary, encouraging user participation [1][4]. Group 2: Promotional Activities - Users can participate in a lottery by sharing the "Time Gift" activity page and engaging with content on the iMoutai App, with prizes including various Moutai products and a DJI Mini3 drone [4][6]. - Special offers include discounts on Moutai products, such as a 200 yuan discount for purchases over 500 yuan, and various gift promotions for specific purchase quantities [13][14]. - The "iMoutai" platform will also feature limited-time offers and exclusive products, enhancing user experience and engagement [20]. Group 3: Product Offerings - New products, including the Moutai Gemstone Flowing Red Dry Red Wine, will be launched at promotional prices during the anniversary period [18]. - Users can redeem rewards and participate in exclusive events by purchasing specific Moutai products, further incentivizing customer loyalty [9][16].

近年来，品牌知名度高、利润率高的产品，正面临着假冒伪劣的侵扰。 为维护品牌声誉、保障消费者权益，茅台酱香酒采用了全新的防伪技术手段，并新增溯源查询功能。据 了解，防伪新标签已在茅台王子酒、茅台迎宾酒以及部分贵州大曲、汉酱酒产品中应用，后续将逐步推 广到茅台酱香酒的其他产品。 业内人士指出，企业采用先进的防伪技术和防伪溯源方案，很好地保护了品牌、打击了假冒侵权行为， 有效保护了品牌企业利益，增强了消费者信任，提振了消费信心。 茅台启用全新防伪技术 证券时报记者从茅台酱香芳华公众号获悉，自2025年起生产的53%vol500ml茅台王子酒（金王子）已率 先应用全新防伪标签，全新的防伪技术也已在茅台王子酒、茅台迎宾酒、部分贵州大曲、汉酱酒产品中 应用，后续将逐步推广到其他茅台酱香酒产品。 据了解，此次升级不仅提升了视觉美感，更通过四重核心技术构建了防伪屏障。在视觉外观方面，新防 伪标签具有可变纹理的安全线，每条安全线的随机纹理都独一无二；金属质感区具有立体动画变形效 果，当视角变化时，"茅台"字样产生方向性位移，"酱香"二字呈现金属质感。 此外，产品标签的四角圆点遇60℃高温时会永久变黑，这是不可逆的物理特征。 除 ...

Core Insights - Guizhou Moutai reported a strong Q1 2025 financial performance, achieving total revenue of 51.443 billion yuan, a year-on-year increase of 10.67%, and a net profit of 26.847 billion yuan, up 11.56% year-on-year [1][3] - The company continues to expand its overseas market, generating revenue of 1.119 billion yuan in Q1, reflecting a significant growth of 37.53% [1][9] - Moutai's performance is seen as a stabilizing force in the pressured liquor industry, showcasing its resilience as a market leader [1][3] Revenue and Profit Growth - Both revenue and profit exhibited double-digit growth, surpassing the 9% annual growth target, with Q1 revenue crossing the 50 billion yuan mark for the first time [3] - The first quarter's performance was bolstered by the Spring Festival consumption peak, where Moutai's brand influence played a crucial role in banquet and gifting scenarios [3] Product Performance - Moutai liquor, as the company's main revenue driver, generated approximately 43.557 billion yuan in Q1, marking a 9.7% increase [6] - The sauce-flavored liquor series, identified as a "second growth curve," achieved revenue of 7.022 billion yuan, with an 18.3% year-on-year growth, maintaining an 18% growth rate for two consecutive years [6][8] Strategic Initiatives - Moutai plans to enhance its product structure for the Moutai 1935 brand and aims to develop three major billion-yuan product lines [6][7] - The company is actively recruiting distributors and expanding its product offerings, including new packaging sizes and online sales initiatives [7] Channel Performance - Direct sales channels generated 23.22 billion yuan, a 20.19% increase, while wholesale channels saw a slight increase of 3.94% to 27.36 billion yuan [8] - The "i Moutai" platform achieved a revenue of 5.87 billion yuan, reflecting a 9.86% growth [8] International Expansion - Moutai's international market revenue reached 1.119 billion yuan, indicating a robust growth trajectory and enhanced global influence [9] - The company is committed to promoting Chinese culture internationally through various global events and exhibitions, aiming to integrate its products into international consumer lifestyles [9]

Core Viewpoint - Guizhou Moutai reported a revenue of approximately 50.6 billion yuan and a net profit of 26.847 billion yuan for Q1, achieving year-on-year growth of 10.54% and 11.56% respectively, surpassing its annual growth target of around 9% [2][5]. Financial Performance - The revenue from Moutai liquor reached approximately 43.557 billion yuan in Q1, with a year-on-year increase of 9.7% [3]. - The revenue from the sauce-flavor liquor series was 7.022 billion yuan, showing a year-on-year growth of 18.3%, maintaining a consistent growth rate of 18% over the past two years [3][4]. - Direct sales channels generated 23.22 billion yuan in revenue, up 20.19% year-on-year, while wholesale channels saw a slight increase of 3.94% to 27.36 billion yuan [4]. Market Strategy - Guizhou Moutai is focusing on a brand development strategy termed "one body, two wings," aiming to create a product cluster centered around Moutai 1935, with Moutai Prince and Hanjiang as supporting products [3][4]. - The company plans to enhance the product structure of Moutai 1935 and has introduced new product specifications, including a 1.935L version [4]. Industry Context - The overall growth of the liquor industry is under pressure, with many companies adjusting their growth targets. Guizhou Moutai's 9% target is seen as a benchmark for the industry, reflecting a broader trend of rational consumption among consumers [5][6]. - Other major liquor companies have set their growth targets to align with macroeconomic indicators, indicating a cautious approach in the current market environment [6].

Core Insights - Guizhou Moutai reported a record high net profit of 26.847 billion yuan for Q1 2025, with a year-on-year growth of 11.56% [1] - The company's total revenue reached 50.601 billion yuan, marking a 10.54% increase compared to the same period last year [1] Revenue Breakdown - Moutai liquor generated revenue of 43.557 billion yuan, a 9.7% increase, accounting for 86.08% of total revenue, consistent with the previous year [1] - Series liquor achieved revenue of 7.022 billion yuan, reflecting an 18.3% growth [1] Channel Performance - Direct sales channel revenue was 23.22 billion yuan, up 20.19%, representing approximately 45.89% of total revenue [1] - Wholesale channel revenue reached 27.36 billion yuan, with a slight increase of 3.94%, making up 54.07% of total revenue [1] Distributor Network - The number of domestic distributors increased by 50 to 2,174, while 19 were lost [1] - The number of international distributors rose by 5 to 109 [1] Series Liquor Growth - Series liquor has been a significant growth driver, maintaining an 18% growth rate for two consecutive years, surpassing the overall revenue growth rate [2] - Moutai 1935 has established itself as a "billion-dollar product" three years post-launch, with projected series liquor revenue of 24.684 billion yuan in 2024 [2] Strategic Focus - In 2025, Moutai will implement a "one body, two wings" brand development strategy, focusing on Moutai 1935 as the core product, with Moutai Prince and Hanjiang liquor as supporting products [4] - Moutai Prince aims to capture the 200-500 yuan market and become the second billion-dollar product within two years [4] Shareholder Changes - Notable changes among the top ten shareholders include an increase of 2.2864 million shares by Hong Kong Central Clearing Limited and reductions by several funds associated with Industrial and Commercial Bank of China [4]

在白酒市场竞争日益激烈、线上消费趋势持续升温的背景下，贵州茅台持续发力线上渠道布局。 4月15日，贵州茅台酱香酒营销有限公司官方微信公众号发布公告，面向社会招募主题终端店在美团、饿了么和抖音平 台的运营商。而在去年12月，该公司也曾发布公告，面向社会公开招募茅台酱香酒京东、天猫旗舰店运营商。 业内人士指出，线上渠道在白酒销售中的地位愈发重要，贵州茅台此次招募美团、饿了么和抖音平台运营商将进一步 完善其酱香系列酒在电商平台上的销售、监管等机制。 招募抖音等平台运营商 随着互联网的发展以及电子商务的日益成熟，线上销售渠道已成为白酒企业拓展市场、提升品牌影响力的重要途径。 在此背景下，贵州茅台持续加大线上渠道布局。4月15日，贵州茅台酱香酒营销有限公司发布公告，面向社会招募主题 终端店（约5000—7000家）在美团、饿了么和抖音平台的运营商。 入选的运营商将为茅台酱香酒公司产品在美团、饿了么或者抖音平台提供运营服务，包括但不限于基础搭建一站式服 务（如平台入驻、系统对接等）、产品优化、店铺装修、营销规划、付费流量-广告代投、门店培训、短视频拍摄、直 播、达人带货、售前、售中、售后等。 去年12月，贵州茅台酱香酒营 ...