Moutai shifts to a multi-dimensional collaborative marketing system and establishes a dynamic adjustment mechanism for self-operated retail prices

Moutai (600519.SH) announced that its operating model will transition from the traditional sales model of "self-sale + distribution" to a multi-dimensional collaborative marketing system of "self-sale + distribution + consignment + consignment" to better adapt to, reach, and convert consumer demand. Among them: the self-sale model will sell the full range of Moutai products through self-operated stores and i Moutai, focusing primarily on C-end and B-end consumer groups, while canceling the original distribution model of the self-operated system. In the social system, the distribution model "clarifies sales volume, agrees on sales areas or channels, and transfers property rights to distributors"; the consignment model "does not transfer property rights, relying on online retail, offline retail, catering, private domain, and other channel resources to enhance regional coverage and channel reach"; the consignment model "does not transfer property rights, relying on consignment channels and customer resources." Different products will adopt suitable operating models based on their characteristics.

The board of directors also approved the market-oriented operation plan for Moutai by 2026. The plan mentions that, guided by the market, a dynamic adjustment mechanism for retail prices in the self-operated system will be constructed to achieve "market-responsive and relatively stable" pricing. Based on the retail price of the self-operated system, channel profit margins will be scientifically and reasonably calculated to determine the sales contract price and commission. The distribution model will scientifically and reasonably calculate and determine the corresponding sales contract price and dynamically adjust it based on the operating costs, operational difficulties, operational risks, and service capabilities of different products and channels; the retail prices of goods in the consignment and consignment models will be executed at the retail price of the self-operated system, and commissions will be scientifically and reasonably calculated based on operating costs, operational capabilities, resource value, and service capabilities