Solve the price inversion: Moutai adjusts ex-factory prices for core products.

Maotai is making frequent moves at the start of 2026, with the focus of this round of reform on its factory prices. Recent market information shows that Maotai is planning to lower the factory prices of several core products. Among them, the contract price for Aged Guizhou Maotai (15) is expected to drop sharply from 5,399 yuan/bottle in 2025 to 3,409 yuan/bottle in 2026. The factory price for Premium Maotai is adjusted from 2,969 yuan/bottle to 1,859 yuan/bottle. The factory price for 43-degree Guizhou Maotai is set at 739 yuan/bottle (the planned price for 2025 was 798 yuan within the plan and 989 yuan outside the plan). In addition, the factory price for the key product in the series, "Maotai 1935," has also been reduced from 798 yuan/bottle to 668 yuan/bottle. Previously, Maotai has repeatedly emphasized “following the market” and deepening market-oriented reforms. Prices for related products on its official digital marketing platform “iMaotai” had already declined. Currently, “iMaotai” shows the retail price for Premium Maotai at 2,299 yuan/bottle, 43-degree Guizhou Maotai at 829 yuan/bottle, and Maotai 1935 at 738 yuan/bottle. The above products are exactly the key categories that previously suffered from channel price inversion and high profit pressure on distributors. In the past, non-standard products such as aged, rare, and premium Maotai were mainly sold through distribution channels, with provincial sales companies distributing to agents at 90% of suggested retail price. However, at the recently held distributors conference, Maotai Chairman Chen Hua announced the cancellation of the distribution model and encouraged capable distributors to order related products directly. In the 2026 product system, aside from the much-watched 53-degree Feitian, Premium Maotai and Aged Maotai are also core flagship products, forming the “waist” and “top” of the product pyramid respectively. This adjustment aims not only to relieve channel pressure, but may also motivate capable distributors to further promote high-value products. Factory price is the key variable affecting Maotai’s revenue and distributor profits. Maotai last adjusted its factory price in 2023, when prices for 53-degree Feitian and Wuxing Maotai were raised by an average of about 20%, seen as a key growth initiative. After the current price reduction adjustment, the market is watching to see whether Maotai can balance performance through direct sales channel expansion and other measures. On January 9, the 2026 Maotai National Distributors Presidents’ Association was held, attended and addressed by Maotai Group Party Secretary and Chairman Chen Hua. Regarding concerns about channel reform, Chen Hua stated that the fundamental purpose of iMaotai is to solve reach and efficiency issues, and to clarify the real consumption boundary. Based on three principles—preventing speculation, supply-demand adaptation, and market stability—iMaotai dynamically distributes products directly to consumers, helping establish a healthy channel ecosystem. Data shows that on the ninth day of listing the 53%vol 500ml Guizhou Maotai, iMaotai gained over 2.7 million new users and over 400,000 transactions. Even with the conservative estimate of one bottle per person, related revenue has exceeded 600 million yuan. Risk Warning and Disclaimer The market has risks, investments should be made cautiously. This article does not constitute personal investment advice, nor does it take into account the individual investment objectives, financial situation or needs of any particular user. Users should consider whether any opinions, views or conclusions herein suit their specific circumstances. Investment based on this information is at your own risk.