【导读】1499买飞天茅台，每人每天限购12瓶 中国基金报记者 泰勒 大家好，茅台放大招了！ (资料图片仅供参考) 2026年的第一天，上午 9时起，每人每日可在i茅台购买12瓶飞天茅台酒！ 12月31日晚间，据"贵州茅台"官方消息， 2026年1月1日起，i茅台APP焕新改版，将原有的"享约·申 购"与"畅享·云购"整合升级为统一的"i购"入口。在"i购"页面，用户可直接购买所有i茅台APP的在售商 品。 1月1日上午9时，飞天53%vol 500ml贵州茅台酒（2026）将正式发售，每位用户目前每日最多可购买12 瓶。每日投放量会综合考虑防止炒作、供需适配和市场稳定确定，当日售完即止。之后，每日上午9时 准点开售。 其中上架的产品包括，贵州茅台酒经典系列： 飞天53%vol 500ml贵州茅台酒（2026） 飞天53%vol 500ml贵州茅台酒（2024） 飞天53%vol 500ml贵州茅台酒（2023） 飞天53%vol 500ml贵州茅台酒（2022） 飞天53%vol 500ml贵州茅台酒（2021） 飞天53%vol 500ml贵州茅台酒（2020） 飞天53%vol 500ml贵州茅台酒（2 ...

Core Insights - The official announcement from iMoutai on January 1st reveals the launch of the 53% vol 500ml Feitian Guizhou Moutai liquor, priced at 1499 yuan per bottle [1] - Each individual is limited to purchasing 12 bottles per day, with a stipulation that each order of 6 bottles will be shipped in a complete box [1] Company Summary - iMoutai has introduced a new product, the 53% vol 500ml Feitian Guizhou Moutai liquor, indicating a strategic move to enhance its product offerings in the premium liquor market [1] - The pricing strategy at 1499 yuan per bottle positions the product within the high-end segment, appealing to affluent consumers [1] Industry Summary - The launch reflects ongoing trends in the premium liquor industry, where limited availability and high price points are used to create exclusivity and drive demand [1] - The purchase limit of 12 bottles per person per day suggests a strategy to manage supply and demand effectively, potentially increasing consumer interest and perceived value [1]

1月1日，i茅台正式上架飞天53%vol 500ml贵州茅台酒，售价1499元。本次主要上架的是2026年的新飞 天茅台，2019-2024年的次新飞天仍未展开销售。据新浪财经《酒业内参》观察，本次投放从9点开始， 每五分钟投放一次，每次仅不到30s便被清空，为数不多能选择购买的几次中，系统也因"库存不足""访 问人数过多"而卡住，并未出现网上所描述的"随便抢"的情况。（酒业内参） ...

Core Insights - The article highlights the launch of iMoutai's new product, the 2026 Flying Moutai 53% vol 500ml, priced at 1499 yuan, marking a significant event in the liquor market [1][2] - The sales process was characterized by high demand, with products selling out in less than 30 seconds during each five-minute release window, indicating a strong market interest [2] Group 1 - iMoutai officially launched the 2026 Flying Moutai 53% vol 500ml on January 1, with a retail price of 1499 yuan [1] - The new Flying Moutai is part of a series, while the sales for the 2019-2024 batches have not yet commenced [1] - The sales system experienced issues due to high traffic and low inventory, contradicting online claims of easy access to purchase [2]

Core Viewpoint - The Chinese liquor market shows signs of stabilization and slight price rebound as the new year begins, following a period of deep adjustment at the end of the previous year [1][4]. Price Trends - The average retail price of the top ten liquor products reached 9,154 yuan, an increase of 13 yuan from the previous day [1][4]. - The market exhibited a mixed rebound, with five products increasing in price and five decreasing [7]. Specific Product Price Changes - Significant price increases were observed for: - Qinghua Fen 20, up 16 yuan per bottle [7]. - Xijiu Junpin, up 11 yuan per bottle [7]. - Guojiao 1573 and Wuliangye Pu 58, both up 5 yuan per bottle [7]. - Shuijing Jian'nanchun, up 3 yuan per bottle [7]. - Notable price decreases included: - Qinghua Lang, down 11 yuan per bottle [7]. - Boutique Moutai, down 8 yuan per bottle [7]. - Guqingong Gu 20, down 4 yuan per bottle [7]. - Flying Moutai, down 3 yuan per bottle [7]. - Yanghe Dream Blue M6+, down 1 yuan per bottle [7]. Market Data Collection - The data for "Liquor Price Reference" is sourced from approximately 200 collection points across various regions, including designated distributors, social distributors, major e-commerce platforms, and retail outlets [3][7]. Industry Developments - Moutai's market transformation took a significant step with the announcement of the sale of Flying Moutai (53% vol, 500ml) starting January 1, 2026, with a limit of 12 bottles per user per day [3][7]. - This initiative aims to create a more consumer-centric market environment and stabilize market order through enhanced direct channel management and product matrix optimization [3][7].

Core Viewpoint - Kweichow Moutai has announced a significant change in its sales strategy by launching a new purchasing system on the iMoutai app, allowing consumers to buy up to 12 bottles of its flagship product, Feitian Moutai, daily starting January 1, 2026 [1][7]. Group 1: Product Launch and Pricing - Starting January 1, 2026, the iMoutai app will feature a revamped purchasing system, integrating previous sales methods into a unified "iGou" entry point [1]. - The price for the 2026 Feitian Moutai (53% vol, 500ml) is set at 1499 yuan, while other years will have higher prices, such as 1909 yuan for 2024 and 2649 yuan for 2019 [5][7]. - The daily supply of Feitian Moutai will be limited to prevent speculation and ensure market stability, with sales available at 9 AM each day until stock runs out [1][8]. Group 2: Sales Performance and Market Impact - The iMoutai platform has generated significant sales, with approximately 200 billion yuan in 2024 and 126.92 billion yuan in the first three quarters of 2025 [7]. - The introduction of a direct sales model through iMoutai is expected to positively impact Kweichow Moutai's revenue and profit margins, as the difference between the factory price and retail price will contribute to increased earnings [7][8]. - The move to sell Feitian Moutai directly to consumers is seen as a major event for the industry, potentially reshaping the distribution chain and enhancing consumer access to authentic products [8].

Core Viewpoint - Moutai is undergoing a comprehensive restructuring of its retail price system, focusing on consumer-centric strategies and market-oriented transformations, with the aim of making its flagship product, the 500ml Flying Moutai, more accessible at a price of 1499 yuan [3][4][12]. Group 1: Market Price Alignment - Moutai has adopted a "pyramid" product structure, adjusting retail prices based on actual market transactions to ensure alignment with market prices [6][15]. - The 2024 market prices for 500ml Flying Moutai range from 1750 to 1950 yuan, while the Zodiac Moutai is priced between 1896 and 1999 yuan, and premium Moutai ranges from 2329 to 2399 yuan [6][15]. - The retail prices on the iMoutai platform are slightly lower than market prices, indicating a strategy based on the 1499 yuan price point for the 500ml Flying Moutai [6][15]. Group 2: Time Value Matching - The new pricing system emphasizes the "time value" of Moutai products, with higher-priced products reflecting their age and quality [9][18]. - Classic Zodiac Moutai is priced 400 yuan above the standard Flying Moutai, while premium versions are 800 yuan higher, and cultural series products are priced 1000 to 1200 yuan above [9][18]. - The introduction of "vintage" Moutai, produced from 2019 to 2024, signals that older Moutai is valued more highly, benefiting collectors [9][18].

2026年1月1日，《每日经济新闻·将进酒》记者在"i茅台"注意到，其售卖飞天茅台页面更新，显示了2019年-2024年的次新酒和2026年新酒的价 格，价格如下： 2019年2649元/瓶、2020年2459元/瓶、2021年2299元/瓶、2022年2139元/瓶、2023年2019元/瓶、2024年1909元/瓶、2026年1499元/瓶。 2019年-2024年次新酒相较于2026年飞天价差分别为1150元、960元、800元、640元、520元、410元。（每经记者熊嘉楠） （文章来源：每日经济新闻） ...

Core Viewpoint - The launch of the iMoutai platform will allow consumers to purchase the 2026 Flying Moutai at a price of 1499 yuan per bottle, with a daily limit of 12 bottles per person, starting January 1, 2026. This move aims to stabilize the market and reduce speculation [2][10]. Group 1: Product Launch and Pricing - The iMoutai app will integrate previous purchasing methods into a unified "iGou" entry point, allowing direct purchases of all available products [2]. - The 2026 Flying Moutai (53% vol, 500ml) will be priced at 1499 yuan, while other years will have higher prices, such as 1909 yuan for 2024 and 2649 yuan for 2019 [6][10]. - The daily supply will be limited to prevent speculation and ensure market stability, with sales starting at 9 AM each day [2][10]. Group 2: Sales Performance and Market Impact - iMoutai's sales reached approximately 200 billion yuan in 2024 and 126.92 billion yuan in the first three quarters of 2025 [10]. - The price increase of the Flying Moutai from 969 yuan to 1169 yuan per bottle reflects the company's strategy to enhance revenue through direct sales [10]. - The introduction of affordable Flying Moutai on the iMoutai platform is expected to significantly benefit the company's revenue and profit margins, as the price difference between the factory price and retail price will contribute to direct revenue growth [10][11]. Group 3: Consumer Benefits and Market Dynamics - The new sales model aims to eliminate the price discrepancies and risks associated with counterfeit products, allowing consumers to purchase genuine products at reasonable prices [11]. - The direct-to-consumer approach is seen as a major event for the industry, likely to positively impact both Moutai's revenue and the overall white liquor market [11]. - The current market price for Flying Moutai is around 2700 to 3000 yuan, indicating a significant markup over the official price, which the new strategy aims to address [10][11].

Core Viewpoint - The introduction of a new purchasing model for Moutai's Flying Fairy liquor on the iMoutai app is expected to significantly impact the company's revenue and profit, while also benefiting consumers by providing access to authentic products at reasonable prices [2][12]. Group 1: Product Launch and Pricing - Starting January 1, 2026, consumers can purchase up to 12 bottles of Flying Fairy Moutai (53% vol, 500ml) daily on the iMoutai app, priced at 1499 yuan per bottle [2][11]. - Other years of Flying Fairy Moutai will be available at higher prices, with the 2024 vintage priced at 1909 yuan and the 2019 vintage at 2649 yuan [6][10]. Group 2: Sales and Revenue Impact - iMoutai's sales figures for 2024 and the first three quarters of 2025 were approximately 20 billion yuan and 12.692 billion yuan, respectively [10]. - The price difference between the factory price (1169 yuan) and the direct sales price (1499 yuan) is expected to contribute significantly to the company's revenue and profit [12]. Group 3: Market Dynamics and Consumer Benefits - The new sales model aims to address the long-standing issue of price discrepancies in the market, where consumers often pay significantly more than the official price due to supply-demand imbalances [12]. - By offering a direct purchasing option, the company aims to eliminate the profit margins of resellers and ensure product authenticity, thus benefiting consumers [12][13].