600家、800家，茅台开设直营店谣言为哪般？ 近期关于茅台的传闻接连不断，就在近两日，又有多条"茅台拟建几百家直营店破局"等相关传闻。 记者注意到，这类传闻内容颇为相似，但都会在页面上留下链接入口，以申请所谓茅台门店为诱饵，吸 引人们提交个人信息。 其中，在微博平台上，某账号11月22日10时42分和11时04分分别发布两篇关于茅台的文章，均在标 题中提到"茅台拟建600多家直营店"的文章。记者注意到，半小时内发布的两篇文章数据却有出入，一 篇称茅台拟在全国建设650家直营店，另一篇则称拟在全国新建680家直营店。此外，这两篇文章均提 到，新建直营门店将由总部全面接管价格，且（申请开设门店）门槛下调至50万元；同时搭配1499元飞 天配额（每月固定几十至上百箱），并授权全系列产品经营权，总部还提供包括选址、人员在内的18项 全链路扶持等吸睛的字眼。 【中国白酒网】"茅台要落地800家直营门店""启动资金下调至50万元"等传闻甚嚣尘上，这类消息 还称，每家门店会配套1499元飞天茅台的固定配额。 11月22日，记者调查发现，这又是一起假冒茅台官方名义的虚假信息事件。值得注意的是，这类文 章都附上了申请开设茅台 ...

Core Viewpoint - The recent leadership change at Kweichow Moutai Group, with Zhang Deqin stepping down as chairman after only 18 months, reflects ongoing instability in the company's management amidst a challenging environment for the liquor industry [2][6]. Group 1: Leadership Changes - Zhang Deqin served as chairman for a brief period, from April 2024 to October 2025, after joining Kweichow Moutai in 1995 [2]. - The new chairman, Chen Hua, previously served as the director of the Guizhou Provincial Energy Bureau and has a background in the energy sector [2][8]. - Kweichow Moutai has experienced significant turnover in leadership, with five chairmen in seven years since 2018, indicating potential governance issues [6]. Group 2: Company Performance - During Zhang Deqin's tenure, Kweichow Moutai achieved a total revenue of 174.14 billion yuan in 2024, marking a year-on-year increase of approximately 15.66% [3]. - The net profit for the same period was around 86.23 billion yuan, reflecting a growth of about 15.38%, successfully meeting the annual growth target of 15% [3]. - In the first half of 2025, the company reported actual revenue of 91.09 billion yuan, a year-on-year increase of 9.16%, and a net profit of 45.40 billion yuan, up 8.89%, aligning with market expectations [5]. Group 3: Industry Context - The liquor industry is currently facing difficulties, prompting Kweichow Moutai to lower its annual operating target to 9% [4]. - The company has emphasized the importance of product quality and production safety, which are critical for maintaining its high-end brand value [9]. - Chen Hua's management philosophy focuses on safety, stability, and structural optimization, which may be crucial for Kweichow Moutai's future development amid market challenges [9].

Core Viewpoint - Guizhou Moutai Group has undergone a significant leadership change, with Zhang Deqin stepping down as chairman and being replaced by Chen Hua, the director of the Guizhou Provincial Energy Bureau, amid pressures on the company's performance due to industry transformations and economic adjustments [1][2][3]. Leadership Changes - Zhang Deqin, who was seen as a cultivated talent within Moutai, served as chairman for only one and a half years before his departure [2][4]. - Since May 2018, Guizhou Moutai has experienced frequent leadership changes, with five chairmen in seven years, including instances of legal issues leading to dismissals [2][5]. Company Performance - In the first half of 2025, Guizhou Moutai reported revenues of 91.094 billion yuan and a net profit of 45.403 billion yuan, both marking historical highs but with growth rates slowing to around 9% [2][9]. - The company achieved revenues of 174.144 billion yuan and a net profit of 86.228 billion yuan in 2024, reflecting year-on-year growth of 15.66% and 15.38%, respectively [9]. Market Challenges - The white liquor industry is facing a transformation, with companies under pressure due to changing consumer behaviors and economic adjustments, leading to a shift from chaotic growth to a phase of resolving existing contradictions [8][9]. - The current market dynamics are characterized by a "three-phase overlap," indicating a transition period for the industry [9][11]. Future Expectations - Chen Hua's ability to navigate Guizhou Moutai through these challenges is highly anticipated, especially given his lack of prior experience in the liquor industry [10][11].

Core Insights - Guizhou Moutai has launched a digital value-added service through its "i Moutai" app, allowing consumers to select production dates for their purchases of Moutai liquor, enhancing consumer choice and engagement [2][3] - The "date selection" service is a significant innovation in the high-end liquor market, providing a personalized purchasing experience that aligns with consumers' emotional connections to special dates [3][6] - The integration of traditional cultural elements, such as zodiac themes, with digital innovation enhances the emotional and cultural value of Moutai products, creating a unique market differentiation [4][6] Digital Innovation - The "i Moutai" app enables consumers to purchase Moutai liquor with the option to choose production dates from January 1, 2025, to the sales date, or to pre-order upcoming batches [2][3] - This service represents a shift from passive selection to active choice, allowing consumers to match their purchases with personal milestones and gifting occasions [3][6] - Moutai is exploring further applications of digital technology in areas like precision marketing and user rights systems to enhance consumer experience [3][8] Cultural Value - Moutai's zodiac-themed products, such as the "Snake Year" liquor, combine traditional cultural elements with modern marketing strategies, appealing to consumers' emotional needs [4][6] - The limited production of zodiac liquors creates a sense of scarcity, enhancing their collectible and sentimental value [6] - The cultural symbolism associated with these products strengthens brand loyalty and recognition in a competitive market [6][8] Market Strategy - Moutai's previous limited edition releases, such as the "70th Anniversary Commemorative Liquor," demonstrate the company's strategy of leveraging unique product attributes to achieve high market premiums [7] - The company maintains a user-centric service philosophy, focusing on optimizing product supply and service processes through digital innovation [8] - By ensuring product authenticity and channel credibility, Moutai aims to provide consumers with a seamless and trustworthy purchasing experience [8]

Core Viewpoint - Guizhou Moutai emphasizes the importance of purchasing its products through official and legitimate channels to protect consumer rights as the year-end approaches [1] Summary by Category Online Sales Channels - Official online sales channel includes the i Moutai APP - Third-party online sales platforms include Tmall, JD.com, Suning.com, JiuXian.com, 1919, ZhenkuaiLe (Gome), JiuBianLi, Xiaomi Youpin, NetEase Yanxuan, YeMaiJiu, and Youxuan Tehui Mall [1] Offline Sales Channels - Consumers are advised to scan the official QR code to find domestic self-operated stores and specialty store locations [1]

Core Insights - Kweichow Moutai has launched an "instant delivery" service through its iMoutai app, allowing consumers to receive products from authorized stores within a 10-kilometer radius in as fast as 30 minutes [1][2] - The company reported a significant increase in sales, with terminal sales doubling month-on-month and growing over 20% year-on-year since September [2] - The introduction of instant delivery is part of Moutai's strategy to enhance direct consumer engagement and adapt to changing market dynamics, as traditional sales methods are being challenged by new consumer habits [1][3] Group 1: Instant Delivery Service - The iMoutai app now supports instant delivery for products like kilogram Moutai and premium Moutai, with no delivery fees currently charged [1] - This service leverages a network of thousands of offline retail channels, marking a shift from previous purchasing methods that required in-store pickup or standard delivery [2][3] Group 2: Market Dynamics - The instant delivery trend is gaining traction in the alcohol sector, with a long-standing demand for immediate consumption options [2] - Moutai's unique market position, characterized by high consumer demand for authenticity and availability, has driven the need for its platform to evolve from an "official purchase platform" to a more comprehensive retail solution [3]

Core Viewpoint - The introduction of "instant delivery" service by Moutai through the iMoutai app aims to enhance consumer connection and improve sales efficiency during the long holiday period [1][3]. Group 1: Instant Delivery Service - Starting from September 30, the iMoutai app launched an "instant delivery" service for products like kilogram Moutai and boutique Moutai, allowing consumers to receive their orders quickly from nearby authorized stores [1][2]. - The service utilizes a network of over a thousand offline terminal channels, enabling delivery within a 10-kilometer radius, with the fastest delivery time being 30 minutes [3]. Group 2: Market Dynamics - Moutai's management has emphasized the need for channel transformation to better connect with consumers, as the basic demand for Moutai remains unchanged [3]. - Since September, Moutai's terminal sales have reportedly increased by approximately 100% month-on-month and over 20% year-on-year [4]. Group 3: Competitive Landscape - The instant delivery trend is gaining traction in the alcohol sector, with other platforms like 1919 and JiuXian.com having previously offered rapid delivery services [4]. - Moutai's unique market position, characterized by significant price differences and consumer demand for authenticity, has led to a growing reliance on the iMoutai platform for purchasing [5]. Group 4: Future Expansion - The iMoutai platform plans to expand the range of products available for instant delivery, aiming to enhance convenience for consumers [5].

Core Insights - Moutai has launched an "instant delivery" service via the iMoutai app, allowing consumers to receive products from authorized stores within a 10-kilometer radius, with delivery times as fast as 30 minutes [1][2] Group 1: Company Strategy - The introduction of instant delivery is part of Moutai's strategy to enhance direct consumer engagement and adapt to changing market demands [2][3] - Moutai's management has emphasized the need for channel transformation to better connect with consumers who have a demand for Moutai products [2] Group 2: Market Context - The instant delivery service comes as major e-commerce platforms are investing heavily in instant retail, fostering new consumer habits in the alcohol sector [2] - Historically, the demand for immediate alcohol consumption has existed, with competitors like 1919 and JiuXianNet offering rapid delivery services for over a decade [2][3] Group 3: Competitive Landscape - Moutai's move into instant delivery is relatively unique among liquor companies, as many rely on third-party distributors and lack their own delivery systems [3] - The demand for Moutai products has been driven by consumer concerns over product availability and authenticity, particularly given the historical price discrepancies [3][4] Group 4: Future Plans - Moutai plans to expand the range of products available for instant delivery, aiming to enhance convenience for consumers [4]

Core Viewpoint - The company iMoutai is launching a new "instant delivery" service on its iMoutai APP starting from September 30, 09:00, expanding its delivery options beyond the existing "express delivery" and "store pickup" methods [1] Group 1 - The "instant delivery" service will initially cover the flagship products, including the 53% vol 1L Guizhou Moutai and the 53% vol 500ml Guizhou Moutai (premium) [1] - The service will be available within a 10-kilometer radius of the selected store for order fulfillment [1]

Core Viewpoint - The introduction of "instant delivery" service by iMoutai APP aims to enhance customer experience by providing faster delivery options for Moutai products, leveraging a vast network of offline channels [1] Group 1: Service Launch - Starting from September 30 at 09:00, iMoutai APP will launch a new "instant delivery" service in addition to existing "express delivery" and "store pickup" options [1] - The new service will allow users to receive products within "the fastest 30 minutes" after placing an order [1] Group 2: Product Offering - The initial products available for "instant delivery" will include the 53% vol 1L Guizhou Moutai and the 53% vol 500ml Guizhou Moutai (premium) [1] Group 3: Operational Strategy - The service will utilize the platform's extensive network of thousands of offline terminal channels to facilitate same-city delivery [1]