What Moutai Distributors See After Months of Market‑Driven Reform

In December 2025, at a national dealer forum in Guiyang, Moutai announced that the 2026 core focus would be a consumer‑centered, market‑driven transformation. The company then quickly rolled out three key reforms: restoring a pyramid product structure ("2+N" series), establishing a "follow‑the‑market" price‑adjustment mechanism, and redefining channel responsibilities with direct sales stabilizing the market and social channels deepening reach.

Distributors observed concrete changes on the ground. Liu, a dealer in Henan, shared that the terminal open‑bottle rate rose about 40% year‑over‑year, while speculative scalpers are gradually disappearing, leading to a cleaner market. Chen noted that total repurchase volume fell but purchase frequency increased, with customers buying one or two bottles at a time instead of hoarding three‑to‑five cases, reflecting price stability and healthier buying habits.

Higher open‑bottle rates also reduced social inventory, prompting dealers to shift from chasing quick profits to seeking stable, reasonable margins. The "follow‑the‑market" pricing rule showed results: several product lines—including Pu‑Mao, premium series, 15‑year, and kilogram packs—experienced modest price rebounds, and flagship products such as 1935, Han‑Jiang, and Guizhou Daqu showed year‑over‑year increases.

Channel identity is being reshaped. Dealers now see themselves as bridges between the brand and consumers, leveraging deep local resources and personalized C‑end services that online platforms cannot replicate. Liu emphasized that the competition has moved from securing more stock to delivering superior consumer service, a trend he expects to spread across the industry.

With the new "direct‑sales stabilize market, social‑channel deepen reach" split, dealers view the arrangement as logical and synergistic. Direct channels act as the brand’s anchor, setting price benchmarks and maintaining market stability, while social dealers become the brand’s capillaries, delivering localized, high‑touch experiences such as VIP communities, cultural experience halls, and customized banquet services.

In the digital arena, dealers are building private‑domain ecosystems: a Hebei dealer created 11 VIP groups covering over 2,200 core consumers, delivering product news, promotions, and personalized support instantly. A Shandong dealer launched a cultural experience hall, hosting tastings and lifestyle events that shift the narrative from "selling liquor" to "selling a way of life."

Regionally, dealers are deepening market penetration through multi‑dimensional outreach—community and county‑level visits, targeted high‑net‑worth segments, and scenario‑specific services for weddings, birthdays, and other ceremonies—while partnering with local institutions to expand brand influence.

Overall, distributors unanimously believe that the channel’s role will not disappear but evolve into a more central, service‑driven function, combining local warmth, cultural transmission, and digital precision to sustain Moutai’s long‑term value.