“i茅台”开售1499元茅台：库存多次秒空，半小时售罄

Core Viewpoint - Guizhou Moutai has launched a significant initiative by making its 53-degree 500ml Flying Moutai available for purchase on the "i Moutai" app starting January 1, 2026, with a daily purchase limit of 12 bottles per person, aiming to regain market pricing power and reduce speculation [2][3]. Group 1: Product Launch and Sales Dynamics - The price for the 2026 Flying Moutai is set at 1499 yuan per bottle, with previous years' prices ranging from 1909 yuan to 2649 yuan [2]. - The i Moutai app, launched in 2022, has become a key platform for Moutai's online marketing and digital transformation, previously focusing on lottery sales for non-standard products [2]. - Initial sales on the app saw stock sell out within minutes, indicating high demand and consumer interest [2]. Group 2: Market Strategy and Pricing Control - Industry discussions suggest that Moutai aims to reclaim market pricing authority through dynamic supply adjustments on the i Moutai platform, countering the significant price discrepancies between official and market prices [3][5]. - Moutai management has expressed intentions to stabilize prices and prevent speculation, emphasizing the need for a balance between supply and demand [5]. - The introduction of direct sales through i Moutai is seen as a move to ensure genuine products reach ordinary consumers, potentially increasing Moutai's revenue and net profit [5]. Group 3: Challenges and Market Reactions - The shift towards a consumer product model may face challenges, including whether the 1499 yuan price point will be accepted by the market and the stability of the existing social inventory [6]. - Concerns have been raised about the potential decline in Moutai's financial attributes, which have contributed to its high market demand, as the app allows easier access to reasonably priced products [6]. - Observations from industry insiders indicate a cautious approach to the new pricing strategy, with some noting a decrease in the wholesale price of Flying Moutai by 15 yuan to 1550 yuan per bottle on the first trading day of the year [6].