Core Insights - The sales of the "Horse Year" Moutai (referred to as "Ma Moutai") have been exceptionally strong since its launch on January 6, leading to high customer traffic in stores and a significant increase in sales volume [4][5][9]. Group 1: Sales Performance - The "Ma Moutai" product has been selling out almost immediately upon release, particularly in the Guangdong-Hong Kong-Macao Greater Bay Area, resulting in a consistent increase in customer visits to stores [4][5]. - One store reported that on a peak day, the number of bottles sold reached 308, indicating a substantial rise in consumer demand and interest in the product [6][10]. Group 2: Consumer Experience - The purchasing process for "Ma Moutai" includes options for direct purchase and selection of production dates, enhancing the consumer experience by allowing for both online ordering and in-store pickup [6][10]. - Customers have expressed satisfaction with the product's design and its increased collectible value, which includes elements of traditional culture and art [9][10]. Group 3: Channel Strategy - The integration of online and offline sales channels has improved operational efficiency and customer service, with stores providing amenities such as refreshments to enhance the customer experience during pickup [10][11]. - The "i Moutai" platform has become a crucial link between consumers and distributors, facilitating a new marketing strategy that combines direct sales, distribution, and consignment [10][11]. Group 4: Market Trends - The popularity of "Ma Moutai" reflects a broader trend in the growth of collectible culture and the sustained interest in Moutai's zodiac-themed products, which are designed to stimulate consumer demand [9][11]. - The company's market transformation efforts, initiated in late 2025, emphasize a consumer-centric approach and the deepening of market integration, showcasing the evolving dynamics of the Moutai distribution ecosystem [11].

此前贵州茅台在《2026年贵州茅台酒市场化运营方案》中明确，营销体系将从以往的"自售+经销"模 式，转向"自售+经销+代售+寄售"多维协同的新体系，不同产品将根据自身特点适配相应运营模式。同 时，茅台将以自营体系零售价为基础，合理测算渠道利润率，科学确定经销合同价与佣金水平，进一步 推动市场运营的精细化与系统化。 上午九点，广州天河区一家茅台专卖店刚开门不久，就有顾客进门询问马年生肖酒（经典版，下称"马 茅"）的提货事宜。确认有货后，顾客打开"i茅台"出示提货码，店员熟练扫码、从仓库取出两盒马茅， 并仔细提醒核对瓶身信息码与小票是否一致、检查包装是否完好——一次提货流程顺利完成。 对这家店来说，这位顾客的到来只是当日的"开场热身"。前一天晚上，店里新到一批马茅，门店员工已 同步通知了此前未能提到货的顾客。如果这些顾客陆续前来，今天预计接待的提货人数将超过150人 次。实际上，这已成为该专卖店近20多天的常态：得益于马茅的热销，门店每日客流量每天"居高不 下"。 这一现象并非个例，自今年1月6日马茅正式销售以来，产品几乎每日上线即迅速售罄。其中在粤港澳大 湾区的部分茅台专卖店，在马茅热销中"客似云来"，门店在竭 ...