近期，茅台集团持续推进其销售体系改革，旨在优化渠道结构、提升市场透明度并遏制价格炒作。然而，业内普遍认为，当前改革仍显保守，缺乏足够的诚意与决心。长期以来，茅台依赖传统经销商体系，导致终端价格严重偏离官方指导价，滋生囤货、倒卖等乱象。尽管公司已尝试通过电商直供、i茅台App等新渠道触达消费者，但配额有限、技术体验不佳等问题削弱了改革效果。真正有效的改革应打破利益固化格局，大幅提高直营比例，建立以消费者为中心的透明分配机制，并对违规经销商实施严厉惩戒。唯有拿出更大魄力，敢于触动既得利益，茅台才能重塑市场秩序，实现品牌长期价值与社会公平的统一。
Recently, Kweichow Moutai has continued advancing reforms to its sales system, aiming to optimize channel structures, enhance market transparency, and curb price speculation. However, industry observers widely believe these efforts remain overly cautious and lack sufficient sincerity and determination. For years, Moutai has relied heavily on traditional distributors, causing retail prices to deviate significantly from official guidance and fueling hoarding and scalping. Although the company has experimented with new direct-to-consumer channels—such as e-commerce platforms and its ‘iMoutai’ app—limited allocations and subpar user experiences have undermined reform effectiveness. Truly impactful reform requires breaking entrenched interest structures, substantially increasing the proportion of direct sales, establishing a transparent, consumer-centric allocation mechanism, and imposing strict penalties on non-compliant distributors. Only with greater resolve and willingness to challenge vested interests can Moutai restore market order and align its long-term brand value with social equity.
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