Moutai Accelerates Entry into Taobao Flash Sale, Plans Full Launch of 6,500 Stores Nationwide

Shanghai Securities News China Securities Network (Reporters Yang Xiangfei and Wen Ting) On August 19, Guizhou Moutai Sauce-Flavor Liquor Marketing Co., Ltd. announced the launch of an in-depth collaboration with Taobao Flash Sale. The first batch of over 1,000 official "Moutai Sauce-Flavor · Shared by Millions" stores has been launched on Taobao Flash Sale, offering consumers "authentic Moutai delivered within 30 minutes" service.

"Taobao Flash Sale, with its powerful traffic engine, precise marketing reach, and highly attractive limited-time discount mechanism, can better bridge the gap between Moutai Sauce-Flavor Liquor and the new generation of consumers," said Zhang Guichao, Member of the Party Committee and Deputy General Manager of Moutai Group. "Taobao's 'user-first' philosophy highly aligns with Moutai's 'consumer-centric' concept." In the future, Taobao Flash Sale will connect over 270 Moutai experience centers and more than 6,500 themed terminal stores nationwide, achieving a full-scale launch.

As a traditional liquor industry giant, Moutai's channel innovation sets the trend for the entire industry. This launch on Taobao Flash Sale indicates that leading liquor companies are transforming online channels from a supplementary role to an incremental engine driving brand growth.

The "2025 China Baijiu Market Mid-Term Research Report" shows that 34.9% of baijiu companies currently prioritize the expansion of instant retail channels, with the consumer demographic structure of baijiu accelerating its fragmentation and youthful demand rapidly rising. Data validates this trend: since Taobao Flash Sale launched, the liquor category has experienced strong growth, with craft beer increasing by 703% month-on-month, cocktails by 237%, and baijiu by 172%.

"As a benchmark brand in the baijiu industry, Moutai's extensive offline presence provides a natural advantage for full integration into flash sales. Its entry into Taobao Flash Sale will further enhance Taobao Flash Sale's appeal in the liquor sector, forming a complete product matrix from mass to high-end in the baijiu category, offering consumers a richer liquor supply and more convenient purchasing experience," said a relevant负责人 of Taobao Flash Sale.

Since its launch in May this year, Taobao Flash Sale has seen rapid order growth and continuously broken peak records, with daily active users exceeding 200 million. In July, the number of new brands joining Taobao Flash Sale increased by 110% month-on-month compared to June, with over 12,000 new non-food brand stores launched.