Maite's Flash Purchase and Moutai Collaborate: Over 1,000 Stores to Be Online

Scribbles reporter Wang Xiaowei

August 12th, the Marketing Department of Kweichow Moutai Wine Company and Maite's Flash Purchase announced a deep cooperation, with the first batch of over 1,000 "Moutai Flavor·Sharing" officially certified stores to be online on Maite's Flash Purchase. The two parties will work together in-depth on aspects such as genuine assurance, store operations, customer expansion, and member integration, providing consumers with a high-quality purchasing experience.

This cooperation is the latest move by Moutai to create an immediate retail network and promote channel transformation. Prior to this, some "Moutai Flavor·Sharing" stores had been tested on Maite's Flash Purchase, leveraging genuine assurance, brand tracing, and service guarantees, making Moutai series wines quickly become the preferred choice for flash purchase consumers in multiple regions, with user order frequencies and repurchase rates consistently increasing. The two parties have decided to speed up store entry and push more "Moutai Flavor·Sharing" stores online on Maite's Flash Purchase by the end of the year, aiming to achieve full-scale store entry as soon as possible.

In response to consumers' concerns about genuine assurance, this year, Maite's Flash Purchase has continued to promote white wine industry knowledge protection and build a trustworthy immediate retail shopping ecosystem. The company is working with multiple white wine brands to establish the first "White Wine Genuine Alliance" in the industry. Through this cooperation, the two parties will delve deeper into genuine assurance and build a genuine alliance together, enhancing the level of knowledge protection for white wine industries and creating a secure purchasing experience for consumers.

"As one of the most popular white wine brands, the official entry of Moutai Flavor stores has significantly enriched Maite's Flash Purchase's white wine product offerings and better met consumer purchasing needs," said a relevant person from Maite's Flash Purchase. The platform will fully leverage its traffic, ecosystem, and digital capabilities to help Moutai Flavor stores attract new customers, increase sales volumes, and enable Moutai to interact better with young users on Maite's Flash Purchase, promoting the brand's continued preference among new generations of white wine consumers.

The "30-minute door-to-door" immediate retail has become the mainstream way for consumers to buy wines. In recent years, immediate retail has gradually increased its proportion in the sales channels of white wine brands. The 2025 China White Wine Market Mid-Term Research Report shows that currently, 34.9% of white wine companies place the greatest emphasis on expanding their immediate retail channels, exceeding live-streaming e-commerce. Data from Maite's Flash Purchase during the 6.18 period showed that platform white wine turnover increased by over 10 times year-on-year, with notable growth in Moutai and other well-known brands.

"The 'immediate retail' feature of 'buying and drinking immediately' is highly consistent with Moutai Flavor's approach to being close to consumers and serving consumption scenarios. This is an important lever for brand expansion and increasing market share," said a representative from Moutai Flavor Wine Company. Moutai Flavor has always been consumer-centric, and this time it chose to cooperate with Maite's Flash Purchase because of its extensive coverage in the immediate retail field and advantages in attracting young customers—this resonates with Moutai Flavor's goal of attracting new generations of consumers and expanding brand penetration. Through cooperation, Moutai Flavor will be able to more accurately reach diverse consumption scenarios.