Core Viewpoint - Moutai is actively promoting the development of its "second growth pole" series of liquors, particularly focusing on the Moutai 1935 product line through innovative marketing strategies such as live streaming and discount vouchers [1][3][12]. Group 1: Marketing Strategy - Moutai launched its first live streaming event on July 17, selling offline store vouchers for five series liquor products, including Moutai 1935, rather than directly selling the products [1][3]. - The vouchers offered significant discounts, such as a "650 yuan for 1000 yuan" deal for Moutai 1935, which is positioned as a strategic product with a market guidance price of 1188 yuan per bottle [5][12]. - The live streaming event aims to attract consumers by promoting the concept of "saving more," although the actual market price of Moutai 1935 has been declining, raising questions about the effectiveness of the promotion [5][6]. Group 2: Market Performance and Pricing - Moutai 1935 has achieved cumulative revenue exceeding 20 billion yuan within three years of its launch, making it a critical product for Moutai's overall performance [5][13]. - Despite its strong sales history, the market price of Moutai 1935 has been under pressure, with reports indicating that some e-commerce channels are selling it for nearly half of the official price [5][7]. - The current market price at participating stores is around 750 yuan per bottle, which could lead to potential discrepancies between the voucher value and actual market prices [6][12]. Group 3: Strategic Goals - The primary goal of Moutai's recent promotional activities is not merely price adjustment but to drive traffic to offline channels and enhance its presence in the emerging "instant retail" sector [9][10]. - Moutai is leveraging online traffic to empower offline stores, aiming to establish a robust instant retail network through partnerships with platforms like Meituan, Ele.me, and Douyin [10][12]. - The company plans to expand its network of "Moutai Fragrance - Shared by Thousands" theme stores, targeting 5000 to 7000 locations to create a seamless online-to-offline shopping experience [10][12].