Core Viewpoint - Guizhou Moutai (600519) is adjusting the prices of several products, including premium Moutai, Moutai 15 years, and Moutai 1935, to alleviate channel inventory pressure and enhance market liquidity [1][3]. Group 1: Price Adjustments - The dealer price for premium Moutai will decrease from 2969 yuan to 1859 yuan, a reduction of 1100 yuan, while the suggested retail price drops from 3299 yuan to 2299 yuan, a decrease of 1000 yuan [1]. - The factory price for Moutai 15 years will be lowered from 5399 yuan to 3409 yuan, a reduction of 1990 yuan, with the suggested retail price falling from 5999 yuan to 4199 yuan, a decrease of 1800 yuan [1]. - The price adjustments for these two products represent a factory price reduction of approximately 37% and a retail price decrease of about 30% [1]. Group 2: Market Strategy and Implications - The price strategy optimization reflects Moutai's efforts to balance brand value maintenance with market dynamics, aiming to stabilize the terminal price system and guide the market back to genuine demand [3]. - The 1L Flying Moutai and Moutai 1935 have also seen price reductions, with the former's official price dropping from 3799 yuan to 2989 yuan (approximately 21% decrease) and the latter from 1188 yuan to 738 yuan (nearly 38% decrease) [3]. - The recent price cuts are part of a broader trend in the liquor industry, driven by increased market adjustments and weakened consumer demand, prompting companies to adopt proactive changes [5]. Group 3: Changes in Distribution and Sales Channels - Moutai has officially canceled its channel distribution model as of January 1, and the core product, 53-degree 500ml Flying Moutai, is now available on the iMoutai App for 1499 yuan, enhancing direct sales channel influence [5]. - The iMoutai App achieved significant user engagement, with over 2.7 million new users and more than 400,000 transaction users within nine days of launch [5].

1月6日，贵州茅台酒（丙午马年）（以下简称"马茅"或"马年生肖茅台酒"）生肖系列产品将正式开售，此次首度引入寄售模式，也标志着茅台生肖酒正式迈 入第二个十二年周期。 据了解，此次"马茅"在产品端实现突破，推出经典版、珍享版、礼盒装三款规格，覆盖1899元至3789元价格带，满足不同消费与收藏需求。而在销售模式 上，寄售模式的落地与经销体系的优化并行，成为本次生肖新品上市的一大核心亮点。 随着新周期大幕拉开，市场对"马茅"价格走势及生肖酒整体行情的关注度也随之攀升。 事实上，早在1月1日，作为新周期首款产品的2026马年生肖茅台酒开启预约通道，截至发布会当日，平台页面已显示"预约已满"，延续其"一瓶难求"的稀缺 性。 不过在近年行业调整的大背景下，生肖酒投资属性已明显弱化，此番首度落地的寄售模式将带来怎样的市场影响？新一轮生肖周期开启后，"马茅"及整个生 肖茅台系列的价格走势又将如何？ 新规格+新销售模式 茅台生肖酒的收藏价值一直广受市场追捧。 除了产品端的创新，"马茅"在销售模式上也迎来调整。业内有消息称，产品将采取寄售模式，即物权不转移，收取一定保证金，给予一定比例的佣金，实施 阶梯激励，多卖多得。这一模式 ...