Kweichow Moutai’s Wang Li: Reform Shifts Focus to Market Side, iMoutai to Move from ‘Scramble Buying’ to Daily Sales

The shift from a scramble-buying model to everyday sales on iMoutai is a meaningful signal for how the company intends to manage scarcity and channel conflict, since rationed drops have long shaped both resale dynamics and distributor leverage. Framing reform as market-side rather than supply-side suggests the emphasis is on distribution mechanics and price stability rather than volume expansion, which matters for channel partners and for anyone tracking how premium allocation is governed. Whether the everyday-sales transition actually smooths price discovery without eroding the platform's pull is the open question.