来源：环球网 【环球网消费综合报道】自10月20日起，贵州茅台在其官方数字营销平台"i茅台"App上，正式推出整箱 53%vol 500ml贵州茅台酒（乙巳蛇年）（以下简称"蛇茅"）的"日期自选"数字化增值服务。这是茅台首 次将生产日期的选择权交到消费者手中，标志着高端酒类消费从"有什么买什么"正式迈入"要什么选什 么"的数字化新阶段。 于i茅台官网公告截图 图片来源 酒业独立评论人肖竹青在接受环球网消费记者采访时谈到，茅台越来越重视为消费者创造情绪价值。蛇 年生肖茅台日期酒的本质是把"时间"包装成可交易的高端消费品，通过预售未来日期绑定消费者情感记 忆，既可以为贵州茅台股份有限公司创造业绩增量，又为贵州茅台品牌溢价创造新场景。预订日期生肖 茅台的商业模式能否成功，取决于贵州茅台对预约量的精准控制——既要维持"错过即无"的焦虑感，又 需预防供过于求影响生肖茅台酒价格体系。 数字化内核，支撑服务闭环创新 "日期自选"服务的推出，并非简单的销售创新，而是i茅台"以用户为核心"服务理念的深度实践，背后 是强大的数字化技术支撑。 相较传统渠道，该服务充分发挥了茅台的数字化核心技术优势，首次实现了生产日期的全流程可视化 ...

这意味着，无论是同一生肖的消费者，还是有收藏、赠礼、宴请等需求的用户，如今都能通过i茅台平 台专属的"日期自选"系统，为特殊日期赋予专属仪式感。"可以自己选择想要的生产日期，很有纪念意 义。"一位消费者说。 自10月20日起，贵州茅台（600519）将在其官方数字营销平台"i茅台"App上，正式推出整箱53%vol 500ml贵州茅台酒（乙巳蛇年）（以下简称"蛇茅"）"日期自选"数字化增值服务。 这是贵州茅台首次将茅台酒的"生产日期"选择权交到消费者手中。此举标志着高端酒类消费从"有什么 买什么"进入"要什么选什么"的数字化新阶段，是贵州茅台对消费者个性化需求的深度响应。 蛇茅首推"日期自选"服务 根据规则，消费者可根据实际需求，在i茅台App灵活选购2025年1月1日至销售当日期间生产的整箱蛇 茅，还可提前预购当月及下一个自然月内即将生产的整箱蛇茅。无需预约抽签，可直接选购。对比以前 的"日期随机、不可预知"的购酒痛点，此次"日期自选"数字化增值服务打破了传统局限，赋予消费者更 加灵活的选择权。 贵州茅台首创"日期自选"数字化增值服务，也并非简单的销售创新，而是i茅台"以用户为核心"服务理 念的具象化体现。 ...

36氪获悉，爱企查App显示，贵州茅台酒股份有限公司已为网站"i茅台App"进行备案，域名 为"moutai519.com.cn"；还已为"i茅台App（安卓版）""i茅台App（苹果版）"登记软件著作权。 ...

Core Viewpoint - Guizhou Moutai (600519.SH) reported a revenue of 91.094 billion yuan for the first half of 2025, marking a year-on-year growth of 9.16%, while net profit reached 45.403 billion yuan, up 8.89%, despite the overall downturn in the liquor industry [1][2]. Financial Performance - Total revenue for the first half of 2025 was 91.094 billion yuan, compared to 83.45 billion yuan in the same period of 2024, reflecting a growth rate of 9.16% [2]. - Net profit attributable to shareholders was 45.403 billion yuan, an increase from 41.7 billion yuan in the previous year, representing an 8.89% growth [2]. - Daily earnings averaged 250 million yuan over the 181 days of the reporting period, with both revenue and profit reaching historical highs, although the growth rate was the lowest in a decade [1][2]. Industry Context - The liquor industry is experiencing a cyclical adjustment, with many companies forecasting significant declines in performance for the first half of the year [4]. - Guizhou Moutai's management indicated a shift from high-speed growth to high-quality development, setting a growth target of 9% for the year, down from previous targets of 15% [4]. - The wholesale price of Feitian Moutai has been fluctuating, with reports indicating a drop below 1800 yuan per bottle earlier this year, impacting dealer confidence and leading to a consensus of "not stocking up" among distributors [4][5]. Revenue Structure - The Feitian Moutai segment accounted for approximately 85% of total revenue, generating 75.59 billion yuan in the first half of 2025, a year-on-year increase of 10.24% [4][8]. - The revenue from the sauce-flavored liquor segment, which includes products like Moutai 1935, was 13.763 billion yuan, growing only 4.69%, significantly lower than previous years where growth rates exceeded 25% [8][9]. Prepayment and Market Sentiment - Prepayments decreased by over 42%, from 9.592 billion yuan at the beginning of the year to 5.507 billion yuan at the end of the reporting period, indicating reduced willingness among distributors to stock products [5][6]. - The overall sentiment in the market reflects caution, with the industry facing pressures from macroeconomic cycles and policy adjustments [6][14]. Product Development - Guizhou Moutai has been focusing on developing new flagship products outside of Feitian Moutai, with Moutai 1935 being a key product that achieved over 50 billion yuan in sales in its first year and around 120 billion yuan last year [10][11]. - Despite its potential, Moutai 1935 has faced pricing challenges, with its market price often falling below the suggested retail price, raising concerns among investors [11][12]. Direct Sales Growth - Direct sales revenue reached 40.009 billion yuan, growing over 18% year-on-year, with its share of total revenue increasing to nearly 44% [15]. - The iMoutai app contributed 10.76 billion yuan in revenue, showcasing the company's efforts to enhance its digital sales channels [15].