Amid an industry-wide adjustment period marked by relatively weak demand and growing inventory pressure, the challenge for major premium baijiu brands lies in adapting traditional pricing and distribution strategies to rapidly changing consumer behavior.

The industry leader has offered its response. In January, Kweichow Moutai released its "2026 Market-Oriented Operation Plan," signaling a strategic shift from its previous approach of "managing supply to stabilize prices" to a new model of "pricing according to market conditions." This series of measures is not only reshaping Moutai's own market strategy but is also profoundly influencing the broader realignment of rules within the baijiu sector.

This plan represents a deep transformation concerning brand positioning, distribution channels, and pricing power. First, it redefines the product portfolio into a structured, tiered system—a "pyramid" with Feitian Moutai as the foundation, the Zodiac series as the mid-tier, and aged collections along with cultural products at the apex. This structure aims to reinforce the social currency of the core product while enhancing the collectible and investment value of higher-tier offerings.

A central focus is the overhaul of the pricing mechanism. Moutai intends to close the gap between the official ex-factory price and market prices, curb speculative resale profits, and regain pricing authority. The core innovation is the establishment of a self-operated dynamic pricing mechanism that adjusts "in line with market trends while maintaining relative stability." This replaces the previous rigid ex-factory price, which often led to price inversion during market downturns. The new system uses a "reverse calculation" method to ensure distributors maintain reasonable profit margins, thereby securing supply chain stability.

Second, the plan significantly changes the operational and distribution model. It transitions from the traditional "direct sales + authorized distribution" setup to a multi-dimensional marketing system combining "direct sales + distribution + commission sales + consignment sales." This is designed to better identify, reach, and convert consumer demand. The strategy also involves building a parallel five-channel layout covering wholesale, offline retail, online retail, hospitality, and private client networks. The integration of online and offline channels aims to create a consumer-centric, healthy distribution ecosystem.

In summary, Moutai's reforms represent a substantial impact on its own pricing system and operational models. By reclaiming pricing power and securing reasonable profit margins through suppressing resale speculation, it also sets an example for the wider baijiu industry's adjustment. The increased transparency and dynamism of Moutai's pricing are likely to create ripple effects, potentially pressuring other premium brands to abandon rigid pricing strategies in favor of more flexible, market-responsive approaches. Moreover, the shift from a conventional distribution model to a commission-based consignment system may bring an end to the traditional distributor model that relied on allocated quotas and price differentials. Future success will require distributors to evolve from mere intermediaries into service providers深耕于 private networks, hospitality, and high-end communities, pushing the industry into an era of competition based on service quality.

Moutai's reform acts like a scalpel, proactively cutting into the industry's relatively rigid pricing and manufacturer-distributor collaboration systems. It compels the sector to navigate its deep adjustment with greater flexibility, dynamism, and market responsiveness.