北京商报讯（记者 刘一博 冯若男）12月28日，在"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上，茅台集团党委副书记、总经理王莉表示，2026年茅台将回归贵州 茅台酒的"金字塔"型产品体系结构。 王莉提出，要让产品更加适配消费需求。坚持以消费者为中心，从需求端出发，进一步优化产品结构和 价格体系。要促进以需求为驱动的供需适配。2026年，我们将回归贵州茅台酒的"金字塔"型产品体系结 构，旨在夯实以 500ml 飞天贵州茅台酒为主力的"塔基"产品，做强精品、生肖等"塔腰"产品，把精品打 造为又一大单品。激发生肖酒的民间消费收藏需求。结合市场需求驱动陈年、 文化类等"塔尖"类产 品，维护好高端的价值产品。产品结构的优化调整，目的就是为了更好地满足消费者的不同需求，确保 供需、量价相对平衡，市场相对稳定。 ...

Group 1 - The core point of the article is the leadership change at Kweichow Moutai, with Chen Hua replacing Zhang Deqin as the chairman of Moutai Group, marking the fifth leadership change in six years [2][4] - The white liquor industry is currently in a period of adjustment, with prices of Moutai products experiencing significant declines, with the market price of the 53-degree 500ml Flying Moutai dropping below 2000 yuan per bottle [2][6] - Moutai has implemented strategies to stabilize prices, including a digital service allowing customers to select production dates for certain products, indicating a shift towards enhancing the collectible and gifting attributes of its products [6][7] Group 2 - Moutai has emphasized three transformations: targeting new consumer groups in emerging industries, developing consumption scenarios for potential industries, and shifting marketing strategies from product selling to lifestyle selling [7] - For the first half of 2025, Moutai reported total revenue of 91.094 billion yuan, a year-on-year increase of 9.16%, with net profit attributable to shareholders at 45.403 billion yuan, up 8.89% [7] - As of October 26, Moutai's total market capitalization is approximately 1.82 trillion yuan, with a year-to-date stock price decline of about 3% [8]

Group 1 - The core product "Guizhou Moutai (Five-Star Trademark 70th Anniversary Commemorative)" is priced at 12,500 yuan per bottle, reflecting a significant increase of 4,000 yuan, which is a 47.06% rise from the previous day [1] - The price has surged by 78.57% compared to its initial selling price of 7,000 yuan per bottle [1] - The product was launched on August 8, with a limited availability of 25,568 bottles, which sold out within 2 minutes [1] Group 2 - Other products such as Flying Moutai and Zodiac Moutai are experiencing sluggish price performance [1]

Core Viewpoint - The market price of 53-degree 500ml Flying Moutai has recently fallen below 1800 yuan, leading to significant regret among those who hoarded the product, as they face losses if they sell and potential further declines if they hold on [1][2][6] Price Trends - The market price of Flying Moutai has dropped significantly, losing key price thresholds of 2500 yuan, 2400 yuan, and 2200 yuan, and is now approaching the official guide price of 1499 yuan [2][19] - During the 618 shopping festival, the retail price of Flying Moutai was around 1800 yuan, with some platforms offering even lower prices, raising concerns about authenticity [2][7] Market Sentiment - The atmosphere among resellers, including scalpers and wine merchants, has turned negative, with many expressing a lack of enthusiasm for buying back Flying Moutai due to falling prices [6][7] - The once vibrant discussions in "Moutai fan" groups have diminished, with participants no longer sharing tips on purchasing or celebrating successful acquisitions [1][6] Sales Dynamics - Many buyers who successfully purchased 1L Flying Moutai from the iMoutai platform are reluctant to pick up their orders due to the current market conditions, which would result in losses upon resale [8][10][18] - The 1L Flying Moutai, which had a guide price of 3799 yuan, is now being sold at prices below the official guide, with some resellers refusing to buy back due to anticipated losses [7][19] Industry Challenges - The broader white wine industry is experiencing a price correction, with many products, including Moutai 1935, facing significant price declines and market challenges [19][22] - The financial appeal of Moutai has diminished, as younger consumers show less interest in traditional wine culture, leading to a shift in market dynamics [22][24] Company Response - Moutai's management is actively engaging with distributors to stabilize prices and boost confidence in the market, indicating a strategic approach to navigate the current downturn [21][22]