It's a carefully designed "two-track price" experiment. On the face of it, it is raising prices to $1766 for the direct-camp shop; but the deeper move is that it has laid a new corridor with lower prices — $1639 for i and a low-cost supply directed at it. This is not a simple price increase, but the same bottle, sold to different people, set different prices and make different money。
Direct-account pricing anchored negotiable prices, ending “broker earns a difference”
On 8 september, 43 direct hut shops across the country were again “hand on” and the retail price of 53 degrees 500 ml flying to the ceiling was raised to $1766. This is yet another “go-and-go” adjustment since it was raised to $1753 on 8 august. On the same day, the national average terminal circulation price was $1791。
The prices of the direct shops are almost tied to the real market prices. The logic behind this is straightforward: in the past, a bottle of fly-to-work pavilion, with huge profits divided between cows, firemen, and some distributors. Now, by raising retail prices to near market prices through self-run shops, the pao has taken away the portion of the premium that was earned by the intermediary。
This is also confirmed by the analysis of national credit securities, which are “drive-channel price expectations” through price increases in direct-account shops, while the self-employed move from tob to toc, which is in the face-to-face market。
This move paves the way for a redistribution of profits and a reshaping of the price system。
Low price spread online, steady price “basic disk”
The price of the direct-camp shop went up, but the price on the i-platform remained steady at $1639. This is a lower entry point for ordinary consumers who buy flat-priced stands。
September 8th, 2026
Throughout the first half of 2026, the source of the i shao-tai contributed $40,264 million in alcohol revenues, an increase of 274. 18 per cent over the same period. Through the platform, the pedagogues were able to complete a significant amount of discharge at a price far below that of a direct camp, selling alcohol directly to the final consumer and bypassing all the middle links。
As a result, in the first half of 2026, the direct distribution channels generated approximately rmb 51,962 million, an increase of about 30 per cent over the same period, exceeding, for the first time, rmb 38. 697 million from traditional wholesale agencies。
The high price is set at a direct store anchor, and the price of the i-chat stands is high and low, creating a stable price bandwidth. It's like a plier, where the market price that flies in the sky is firmly contained in a controlled zone, preventing sharp price fluctuations。
The magic price layering that makes it clear to different consumers. White
A sophisticated “price stratification” system emerges when the direct-camp shop co-exists $1766 and the i-tai $1639. Behind it is the fine cutting of different consumption scenarios。
For consumers in demand, such as instantaneous, business receptions, gifts, etc., they need on-the-shelf and value-for-service services, which are less sensitive to prices. This scenario is served by a direct-account shop of $1766, which is available in cash and is open to all consumers, with one purchase per person and five purchases per year。
And for ordinary consumers who are price-sensitive and patient, the $1639 of the i hut is their choice. The platform meets real drinking needs to the extent possible through online requisitions, time limits, etc., while keeping cows out of the door. The mao tai executive has also indicated that he has taken measures such as machine validation and cleaning unusual orders to combat malicious purchases。
The essence of the system lies in the same product, which, through different channels and rules, serves different groups of people who wish to pay for their needs, and maximizes the value of each bottle of wine in their own system。
The channel shuffles the cards, the dealer moves from being a master to being a waitress
The price hierarchy is based on the total control of the channel by the toilet. This year, a key operation has been completed: all previously held schemes for the sale of aquarium, such as a group subsidiary and a group company, have been consolidated by the sales company。
This means that all exports are regulated uniformly. The role of distributors has been completely subverted along with price layers. In the past, they were “traders” who earned a sharp profit between “off-site prices” and “market prices”; now, contract prices are rising upwards and the space for profit from price differentials alone is being significantly reduced. Their new positioning in the system is “server” and “transformer”。
In guangzhou, distributors have taken the initiative to add their customers' microclinics, to bring communities together, and to make a product; in henan, some regional distributors have even changed their name to “channels”。
This is not to eliminate distributors, but to change them from “profit-sharing” partners to “commission-making” providers. This logic is reflected in half-yearly reports: operating costs have increased by a significant 21. 81 per cent over the same period, well above the rate of 1. 3 per cent, but the share of direct sales has reached a new high。
This is the financial trail of profit transfers from channels to listed companies。
The “price, channel” approach is essentially a thorough redistribution of profits during the industry restructuring period as an enterprise with absolute brand power. It uses direct store anchors to set high-priced harvest premiums, to stabilize the base plate with an i-max and to use reformed distributors for its services, with the ultimate aim of holding pricing rights and profits firmly in its hands。
