“i茅台”开售1499元飞天茅台，发售首日瞬间“秒空”

Core Viewpoint - The launch of the 53-degree 500ml Flying Moutai on the iMoutai APP signifies a shift towards a market-oriented marketing system for Moutai, with a focus on direct online sales and limited daily supply to prevent speculation [1][8]. Group 1: Product Launch and Sales Strategy - The 53-degree 500ml Flying Moutai was released on January 1, 2026, at a price of 1499 yuan, selling out quickly, indicating high demand [1]. - Each user can purchase a maximum of 12 bottles per day, with daily sales limited to prevent market speculation and ensure stability [5][8]. - The product lineup includes various specifications and series, with the 2026 new wine and past years' wines available for purchase [5]. Group 2: Market Dynamics and Pricing - Moutai has historically operated under a dual pricing system, leading to significant price discrepancies between official prices and actual market prices, with differences reaching up to 2000 yuan [6]. - The offline sales prices have been declining, with the price dropping from 2750 yuan in 2024 to around 1780 yuan in December 2025 [6]. - A fake document circulated in December 2025, causing concern among distributors and highlighting the ongoing issues with price declines [7]. Group 3: Strategic Changes and Market Positioning - Moutai's recent initiatives, including the cancellation of the distributor distribution system and direct online sales, aim to regain market pricing power and respect market dynamics [8]. - The shift towards a market-oriented approach is seen as a significant move for the industry, potentially influencing other players in the high-saturation market [8]. - The company aims to balance maintaining its high-end brand image while expanding market coverage through these reforms [9].