# i-Moutai

Direct Sales Cushion the Blow as Kweichow Moutai Faces a Cooling Luxury Market

Kweichow Moutai reported a sluggish 1.47% increase in first-quarter net profit for 2026, signaling a slowdown in China's high-end liquor market. Despite the cooling growth, the company's direct-to-consumer app now generates 40% of its total revenue, providing a critical buffer against market volatility.