Kweichow Moutai Raises Retail Prices at Self-Operated Stores, Opens Sales to Walk-In Customers
Kweichow Moutai announced on August 8 that it has raised retail prices at offline self-operated stores for Flying Fairy, Five Star, Horse zodiac (classic edition) and Fine Moutai to RMB 1,753, RMB 1,743, RMB 1,951 and RMB 2,410 per bottle respectively, while opening purchase eligibility to individual walk-in customers. The adjustment, part of its channel reform, follows a July price increase that has kept Flying Fairy wholesale prices above RMB 1,700 per bottle and is expected to enhance direct consumer access and operational flexibility.
On August 8, Kweichow Moutai announced that it has raised the retail prices of Flying Fairy Moutai, Five Star Moutai, Horse zodiac (classic edition) and Fine Moutai at its offline self-operated stores to RMB 1,753, RMB 1,743, RMB 1,951 and RMB 2,410 per bottle respectively, while simultaneously opening purchase eligibility to individual walk-in customers. The price adjustment covers several flagship products, and the revision of the self-operated store pricing system is viewed as part of its channel reform.
Since the July price increase, the wholesale price of Flying Fairy Moutai has remained firm above RMB 1,700 per bottle. Meanwhile, opening sales to individual customers helps accelerate direct consumer access and drive the transformation of the customer base structure. As self-operated stores are a direct-sales channel, their price adjustments carry a demonstration effect on overall market wholesale prices, and gradually form a multi-tier pricing system together with the "i Moutai" platform and dealer contract prices, enhancing operational flexibility.
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