Kweichow Moutai’s company-owned stores set purchase caps for 500ml Feitian
Moutai: individuals 1 box/day, 5 boxes/year; corporate buyers 5 boxes/day, 50
boxes/year. Store prices: 500ml Feitian 1,766 yuan/bottle; Five-Star 1,756 yuan;
1L Feitian 3,291 yuan; Bingwu (Horse-year) 1,951 yuan; Premium 2,410 yuan;
15-year aged 4,279 yuan. White spirits analyst Xiao Zhuqing said the move is
essentially an online–offline channel integration—iMoutai and other online
channels manage efficiency and reach, company stores manage conversion and
service—and, combined with the Mid-Autumn peak, the limits, rationing and
on-hand availability constitutes retail consumer pacing rather than a pure
promotional push.
