Kweichow Moutai said that the liquor industry is undergoing profound cyclical and structural adjustments, and the characteristics of “stock competition” and the “Matthew effect” will become more and more obvious. This is not only a challenge and pressure for enterprises, but also an opportunity to seek new development. In terms of price mechanism, Kweichow Moutai promotes terminal prices to be more in line with the actual operating rules of the market, and has established a dynamic price adjustment mechanism of “on-going market, relatively stable, supply-and-demand adaptation, and volume-price balance”; in terms of channel layout, it has built a parallel channel layout with channels such as wholesale, offline retail, online retail, catering, etc., through “online+offline” integration transformation, and offline management transformation and service management to form a healthy consumer-centered channel ecosystem. Chinese wine industry analyst Xiao Zhuqing told reporters that this round of retail price adjustments for offline self-operated stores is an important move to implement Maotai's market-based price mechanism, and there are many practical motivations behind it. First, establish an offline price anchor, use an omni-channel price market, and use the self-operated store as an official window. Its listing price will provide price references for social terminals and tobacco and alcohol stores, guide distribution channel quotes closer to a reasonable range, fix dealer profit space, and relieve channel inversion pressure; second, protect the value and activity of the i-Maotai platform. The offline proprietary price is higher than the i-Maotai subscription price, further highlights the price advantage of i-Maotai and attract more ordinary consumers to participate in the platform subscription; third, actively manage the brand value of the product, maintain the positioning and avoid commemorating the high-end Chinese zodiac The long-term price of such products has broken, Maintain the brand premium of Maotai's entire product matrix.

Kweichow Moutai said that the liquor industry is undergoing profound cyclical and structural adjustments, and the characteristics of “stock competition” and the “Matthew effect” will become more and more obvious. This is not only a challenge and pressure for enterprises, but also an opportunity to seek new development. In terms of price mechanism, Kweichow Moutai promotes terminal prices to be more in line with the actual operating rules of the market, and has established a dynamic price adjustment mechanism of “on-going market, relatively stable, supply-and-demand adaptation, and volume-price balance”; in terms of channel layout, it has built a parallel channel layout with channels such as wholesale, offline retail, online retail, catering, etc., through “online+offline” integration transformation, and offline management transformation and service management to form a healthy consumer-centered channel ecosystem. Chinese wine industry analyst Xiao Zhuqing told reporters that this round of retail price adjustments for offline self-operated stores is an important move to implement Maotai's market-based price mechanism, and there are many practical motivations behind it. First, establish an offline price anchor, use an omni-channel price market, and use the self-operated store as an official window. Its listing price will provide price references for social terminals and tobacco and alcohol stores, guide distribution channel quotes closer to a reasonable range, fix dealer profit space, and relieve channel inversion pressure; second, protect the value and activity of the i-Maotai platform. The offline proprietary price is higher than the i-Maotai subscription price, further highlights the price advantage of i-Maotai and attract more ordinary consumers to participate in the platform subscription; third, actively manage the brand value of the product, maintain the positioning and avoid commemorating the high-end Chinese zodiac The long-term price of such products has broken, Maintain the brand premium of Maotai's entire product matrix.