【导读】飞天茅台散瓶跌破1499元指导价 1月4日，多家第三方酒类报价平台数据显示，2025年飞天茅台散瓶批发价再次跌破1499元/瓶的指导价。 其中，"今日酒价"数据显示，2025年飞天茅台散瓶批发价1月4日报价为1490元/瓶。与去年12月24日1590元/瓶的阶段高位相比，下调了100元/瓶。 | 茅台飞天 | | | 2026年1月4日 | | --- | --- | --- | --- | | | | | (公众号: 今日酒价) | | 品名 | 规格 | 昨日行情 | 今日行情 | | 6 25年で天(原) | 53度/500ml | 1505 | 1505 | | 2 25年で天(散) | 53度/500ml | 1495 | 1490 ↓ | | 24年飞天(原) | 53度/500ml | 1630 | 1630 | | 24年飞天(散) | 53度/500ml | 1600 | 1600 | | 23年飞天(原) | 53度/500ml | 1800 | 1800 | | 23年飞天(散) | 53度/500ml | 1700 | 1700 | | 公斤茅台(原) | 53度/1L | 3 ...

Core Viewpoint - The wholesale price of 53-degree 500ml Flying Moutai has entered a downward trend, dropping below 1499 yuan per bottle, indicating a response to market demand after the release of "i Moutai" [1] Group 1: Price Trends - The wholesale price of Flying Moutai has decreased by approximately 100 yuan per bottle compared to one week ago [1] - The current price is reported at 1499 yuan, which has been consistent for several days prior to the recent decline [1] Group 2: Market Dynamics - The release of "i Moutai" has effectively absorbed the market's real demand, which may enhance Moutai's revenue [1] - The long-term impact on the industry remains to be observed [1]

Core Viewpoint - The new Flying Moutai (53% vol, 500ml) was launched on January 1, 2026, at a price of 1499 yuan per bottle, and it sold out almost instantly, indicating high demand and potential market volatility [1] Group 1: Product Launch - The new Flying Moutai was made available for purchase on the i Moutai APP, with a limit of 12 bottles per user per day [1] - The daily supply of the product is determined based on factors such as preventing speculation, supply-demand matching, and market stability [1] Group 2: Sales Performance - On the first day of sales, the product sold out immediately after launch, with restocks occurring every 5 minutes, all of which were also sold out quickly [1] - A similar "sold out" phenomenon was observed on January 2, 2026, with the product again being unavailable shortly after the 9:00 AM launch [1]

Core Viewpoint - The wholesale price of 53-degree 500ml Flying Moutai has fallen below 1499 yuan per bottle again, indicating a downward trend in pricing despite the recent sales through the "i Moutai" platform [2] Group 1: Price Trends - The wholesale price of Flying Moutai has dropped approximately 100 yuan per bottle compared to a week ago, now falling below 1499 yuan [2] - The recent sales through "i Moutai" have been quickly absorbed by market demand, suggesting a potential increase in Moutai's revenue [2] Group 2: Market Implications - The long-term impact of the current pricing trend on the industry remains to be observed, indicating uncertainty in future market conditions [2]

Core Viewpoint - The launch of "i Moutai" at a price of 1499 yuan has led to a significant drop in the wholesale price of Feitian Moutai, indicating a shift in market dynamics and consumer behavior [4][5][8]. Price Dynamics - The wholesale price of Feitian Moutai fell below 1499 yuan per bottle on January 4, 2026, marking a decrease of approximately 100 yuan from the previous week [3][5]. - The last time the price dropped below 1499 yuan was in early December 2025, following a sudden release of stock by Moutai [5]. Consumer Behavior - Over 100,000 users purchased products from "i Moutai" within the first three days of its launch, leading to a policy change that reduced the daily purchase limit from 12 to 6 bottles [4][5]. - Consumers are increasingly seeking to buy Moutai through official channels to avoid concerns about authenticity, as indicated by a consumer who previously relied on resellers [7]. Market Impact - The introduction of "i Moutai" is seen as a strategy to reclaim pricing power from middlemen and increase the company's revenue [8]. - The price reduction of Moutai is expected to impact competitors like Wuliangye and Guojiao 1573, as the price gap diminishes and Moutai becomes more accessible [9]. Industry Outlook - The current market conditions suggest a potential shift in the white liquor market, with Moutai's pricing strategy likely to influence consumer preferences and purchasing behavior across the sector [9].

Core Viewpoint - The wholesale price of 2025 Flying Moutai has dropped below 1499 yuan per bottle, indicating a downward trend in the market following the release of "i Moutai" at the same price, which has been quickly sold out. The long-term impact on the industry remains to be observed [1][2][3]. Group 1: Price Trends - The wholesale price of 2025 Flying Moutai fell below 1499 yuan per bottle on January 4, down approximately 100 yuan from the previous week [1][2]. - The last time the wholesale price dropped below 1499 yuan was in early December 2025, after a sudden release of Moutai to the market [2]. - As of January 3, the wholesale price for 2025 Flying Moutai was between 1500 and 1510 yuan per bottle, while on January 4, it was reported at around 1499 yuan for scattered bottles and 1505 yuan for boxed bottles [2]. Group 2: Market Demand and Consumer Behavior - The rapid sell-out of "i Moutai" suggests strong consumer demand, with over 100,000 users purchasing the product in the first three days [2][6]. - Some industry insiders believe that the buyers are primarily genuine consumers rather than resellers, indicating a real demand for Moutai [3][5]. - However, there are concerns that the overall liquor consumption market is weak, which may not accurately reflect true consumer demand [6]. Group 3: Industry Implications - "i Moutai" is seen as a strategy for Moutai to regain pricing power from middlemen and increase direct sales revenue [6]. - The introduction of "i Moutai" at a lower price point is expected to impact competitors like Wuliangye and Guojiao 1573, as Moutai's price reduction could shift consumer preferences [7]. - The reduction in price and availability of Moutai may lead to increased pressure on middlemen, as their profit margins continue to shrink [6].

Core Viewpoint - The wholesale price of 2025 Flying Moutai has dropped below 1499 yuan per bottle, indicating a downward trend in the market following the release of "i Moutai" at the same price, which has been quickly sold out [1][2][3] Group 1: Price Trends - The wholesale price of 2025 Flying Moutai fell approximately 100 yuan per bottle compared to the previous week, now below 1499 yuan [1][2] - The last time the wholesale price dropped below 1499 yuan was in early December 2025, after a sudden market release by Moutai [2] - As of January 4, 2026, the wholesale price for scattered bottles of Flying Moutai is reported to be around 1499 yuan, while original box prices remain around 1505 yuan [2] Group 2: Market Demand and Consumer Behavior - The rapid sell-out of "i Moutai" suggests strong consumer demand, with over 100,000 users purchasing the product in the first three days [2][6] - Some market participants believe that the current demand may not fully reflect genuine consumer interest, as there are speculators involved in the purchasing process [6][3] - The customer base for "i Moutai" is large, and while initial demand may be high, it is expected to stabilize as not all consumers will purchase Moutai regularly [3] Group 3: Industry Implications - "i Moutai" is seen as a strategic move by Moutai to regain pricing power from middlemen and increase direct sales revenue [7] - The introduction of "i Moutai" at a lower price point is expected to impact the pricing dynamics of other premium liquor brands, such as Wuliangye and Guojiao 1573, by increasing competition in the market [7] - The reduction in non-standard product supply by Moutai necessitates finding alternative revenue sources, which "i Moutai" aims to fulfill [7]

Group 1 - The core point of the article is the establishment of Guizhou Aimaotai Digital Technology Co., Ltd., which is fully owned by Guizhou Moutai (600519) with a registered capital of 600 million yuan [1] - The company's business scope includes internet live streaming technology services, blockchain technology-related software and services, integrated circuit chip and product sales, and industrial internet data services [1] Group 2 - The establishment of this new company indicates Guizhou Moutai's strategic expansion into digital technology and services [1] - The registered capital of 600 million yuan reflects the company's commitment to investing in innovative technology sectors [1]

来源：酒业内参 sma 打开新浪财经APP 搜索 酒价内参 Q 新浪财经客户端 Sina Finance Mobile Version 白酒业的重要新闻方面，在元旦假期销售客户数超过十万名之后，茅台旗下数字营销平台"i茅台"于1月 3日宣布了一项关键调整：为迎接春节旺季并满足更广泛消费者的需求，自1月4日至春节前，将每位用 户每日购买53%vol 500ml飞天茅台（2026）的最高限额从12瓶下调至6瓶。此次调整将持续至春节前， 此举旨在通过更均衡的投放，让更多消费者能在节日期间购买到飞天产品。 | 1 1 | | --- | | | 国窖1573 52度/500ml | 896/瓶 | 1元A | | --- | --- | --- | --- | | 1 - 1 | 洋河梦之蓝M6+ | 570/瓶 | 持本 | | | 52度/550ml | | | | | 古井贡古20 | 505/瓶 | -2元▼ | | | 52度/500ml | | | | 2 | 习酒君品 53度/500ml | 662/瓶 | -1元▼ | | | 青花郎 53度/500ml | 698/瓶 | -7元▼ | | | 水晶 ...

Core Viewpoint - The company has implemented a significant reduction in the purchase limit for its flagship product, the Flying Moutai 53% vol 500ml, from 12 bottles to 6 bottles per person per day, indicating a strategic move to control supply and stabilize prices amid declining revenue growth [1][5]. Group 1: Product and Pricing Strategy - The official retail price for the Flying Moutai 53% vol 500ml (2026) is set at 1499 yuan per bottle, which is 410 yuan cheaper than the 2024 price and 1150 yuan cheaper than the 2019 price [5]. - The product was sold out within half an hour of its release on January 1, with over 100,000 users purchasing during the New Year holiday [5]. - The iMoutai platform, a direct sales channel for Guizhou Moutai, is seen as a significant step in the company's market-oriented transformation [5]. Group 2: Market Performance and Trends - Guizhou Moutai's revenue growth has shown a downward trend, with a reported revenue of 1284.54 billion yuan for the first three quarters of 2025, reflecting a year-on-year increase of 6.36%, and a net profit of 646.27 billion yuan, also up 6.25% [7]. - The third quarter of 2025 saw a revenue of 390.64 billion yuan, marking a minimal growth of 0.56%, and a net profit of 192.24 billion yuan, which is the lowest growth rate in nearly a decade [7]. - Despite the slowdown, Guizhou Moutai's performance remains superior to its peers in the A-share market, as it is the only company among its competitors to maintain positive growth in the third quarter [7]. Group 3: Industry Dynamics - The white liquor industry is undergoing a deep adjustment phase influenced by changing consumer habits, with analysts suggesting that the industry may not experience a "V-shaped" recovery but rather a prolonged "L-shaped" development trend [8]. - Leading companies like Moutai, Wuliangye, and Luzhou Laojiao are leveraging their strong brand power and channel control to stabilize prices and manage inventory effectively [8].