1499元飞天茅台登陆i茅台，元旦起开放申购

Core Viewpoint - Starting January 2026, Kweichow Moutai will offer its flagship product, "500ml 53-degree Flying Moutai," at an official price of 1499 yuan per bottle on its self-operated platform "i Moutai," marking a significant step towards price control, market stabilization, and direct sales expansion [1][8][9]. Group 1: Pricing and Market Strategy - The introduction of the 1499 yuan price point allows consumers to purchase Flying Moutai directly from official channels, which is expected to increase the opening rate and suppress speculation, thereby promoting genuine consumption [8][15]. - This pricing strategy serves as a "price anchor" for the market, providing stability and confidence to consumers while potentially impacting the pricing structure of other premium liquor brands [15][16]. - The decision aligns with the company's goal to balance channel interests and market control, as stated by the chairman, who emphasized that while dealers should profit, excessive profits are no longer feasible [8][9]. Group 2: Direct Sales and Consumer Engagement - The launch of direct sales through the "i Moutai" platform is seen as the completion of the company's direct sales system, enhancing consumer trust in purchasing Moutai products [9][10]. - The daily limited supply of Flying Moutai at 1499 yuan is expected to boost user engagement on the "i Moutai" platform, attracting more consumers and expanding the customer base [10][11]. - As of the end of 2024, the "i Moutai" platform had over 50 million registered users, with significant sales figures reported, indicating a strong digital marketing presence [19][20]. Group 3: Financial Performance and Market Context - The market price of Flying Moutai has fluctuated, dropping from around 2300 yuan per bottle earlier in the year to below 1499 yuan, before recovering to approximately 1600 yuan, reflecting a weak market [13][14]. - The company's financial performance has shown signs of pressure, with a net profit growth of only 0.48% in the third quarter of 2025, marking the lowest growth rate in a decade [21]. - The introduction of the 1499 yuan price point is anticipated to enhance direct sales, which is crucial for the company amid slowing growth rates [18][21].