In early 2026, Kweichow Moutai, China's premium baijiu market leader, initiated a series of significant strategic adjustments across multiple key areas including product structure, distribution channels, and pricing mechanisms. These moves mark the company's entry into a new strategic adjustment cycle and have sparked industry-wide attention about whether this traditional giant can recreate its growth miracle in the new era.
"iMoutai": The Starting Point of Transformation
The landmark event of this transformation was the official launch of standard Feitian Moutai (500ml/53% vol) on the "iMoutai" app at 1,499 yuan per bottle through a lottery system. This move broke the long-standing shortage of Feitian Moutai in the market and signaled the company's active embrace of digitalization to reshape its connection with consumers.
Subsequently, Moutai's board approved the "2026 Kweichow Moutai Market-Oriented Operation Plan," which outlined four major reform directions and provided a clear blueprint for the company's future development.
Rebuilding the "Pyramid" Product Structure: Returning to Demand-Driven Model
Moutai is implementing sweeping reforms to its product portfolio, aiming to return to a demand-driven model. The new product architecture features a pyramid structure with each tier serving distinct strategic purposes:
- Foundation: Feitian 53% vol 500ml remains the flagship product, now complemented by 1000ml and 100ml variants for different consumption scenarios. The company is enhancing the social attributes of current-year products and the collectible value of aged vintages.
- Mid-tier: Premium Moutai and zodiac-themed series will form the core of this segment, aiming to stimulate private collection demand and enhance product value.
- Premium tier: Aged reserve and cultural series will maintain their premium positioning with moderately constrained supply to preserve exclusivity.
- Supplementary offerings: The 43% vol 500ml products will target younger consumers and mainstream consumption scenarios to expand market coverage.
Multi-Dimensional Marketing System: Accelerating Channel Reform
The company is transitioning from traditional "direct sales + distribution" to a parallel system incorporating "direct sales + distribution + consignment + commission sales" to broaden market reach and improve adaptability.
- Direct sales: Through flagship stores and "iMoutai," eliminating previous distribution layers for better channel control.
- Distribution: Clear regional and volume agreements with ownership transfer to ensure partner commitment.
- Consignment/Commission: Expanding through online retail, physical stores, F&B outlets, and private channels with performance-based incentives.
Optimizing Five-Channel Strategy: Online-Offline Integration
Moutai is establishing a five-channel system (wholesale, offline retail, online retail, food service, and private channels) to achieve "online efficiency + offline conversion" synergy. A dynamic evaluation mechanism will optimize regional deployment based on market demand.
Market-Oriented Pricing Mechanism
The new pricing system follows "market-responsive yet relatively stable" principles, with current prices including:
- Feitian 53% vol 500ml (2026): 1,499 yuan
- Aged vintages with progressive pricing (2019 vintage at 2,649 yuan)
- Premium Moutai: 2,299 yuan
- Zodiac series: 1,899-2,499 yuan
- 15-Year Aged Reserve: 4,199 yuan
- 43% vol 500ml: 829 yuan
Historical Context: Evolution Through Challenges
Moutai's channel development reflects continuous adaptation:
- Pre-1997: Planned economy-era government supply system
- 1998-2005: Established nationwide distributor and specialty store network
- 2006-2012: Developed corporate customization and began direct operations
- 2013-2014: Expanded franchising during industry downturn while advancing digital channels
- 2015-Present: Deepened direct sales and refined channel operations
Early results from the "iMoutai" launch show promise, with 2.7 million new users and 400,000 transactions within nine days of Feitian Moutai's availability. This reform cycle continues Moutai's strategic emphasis on direct channels as sustainable growth drivers while systematically upgrading its entire ecosystem to strengthen competitive advantages.