“i茅台”开售1499元茅台！业内人士：更以消费者为中心

Core Viewpoint - Guizhou Moutai has launched the sale of its Feitian 53% vol 500ml liquor on the iMoutai App starting January 1, 2026, allowing consumers to purchase directly, indicating a shift towards consumer-centric strategies and improved user experience [2][6][15]. Group 1: Sales and Consumer Response - The Feitian Moutai sold out quickly after its launch at 9:00 AM, with consumers expressing excitement on social media platforms like Xiaohongshu, referring to it as their "dream liquor" [3][5][10]. - The iMoutai App will continue to offer the Feitian Moutai daily at 9:00 AM, with a purchase limit of 12 bottles per person, ensuring ongoing availability for consumers [3][11][13]. Group 2: Market Strategy and Pricing - The price of the Feitian Moutai is set at 1499 yuan, with sales following a first-come, first-served basis, and daily supply adjusted based on market conditions [5][13]. - The launch of the Feitian Moutai on the iMoutai App is part of Moutai's broader strategy to enhance market stability, improve channel activity, and provide better service to consumers [6][15]. Group 3: Industry Impact - The return to a more accessible price point for Moutai is expected to expand its consumer base, attracting middle-class families and small business owners, thereby increasing the consumption scenarios for Moutai [6][15]. - The competitive landscape may shift, as the lower price of Moutai could pressure other premium liquor brands like Wuliangye and Guojiao 1573, which previously benefited from Moutai's higher pricing [6][15].