KWEICHOW MOUTAI(SH:600519) Cai Jing Wang·2026-01-01 11:16Core Viewpoint - Guizhou Moutai (600519) has launched the sale of its 53-degree 500ml Flying Moutai liquor on the "i Moutai" app starting January 1, 2026, with a purchase limit of 12 bottles per person per day, leading to rapid sellouts of inventory [1][2]. Group 1: Product Launch and Pricing - The new Flying Moutai is priced at 1499 yuan per bottle, with prices for 2019 to 2024 vintages ranging from 1909 yuan to 2649 yuan [1]. - The i Moutai app, launched in 2022, is a key part of Moutai's online marketing and digital transformation strategy, previously focusing on lottery sales for non-standard products [2]. Group 2: Market Dynamics and Pricing Control - Industry discussions suggest that Moutai aims to regain market pricing power through this initiative, rather than allowing market speculation to dictate prices [2]. - Moutai's management has expressed intentions to stabilize prices and prevent speculation, indicating a shift towards a more market-oriented approach [4]. Group 3: Consumer Access and Market Challenges - The introduction of the i Moutai platform is seen as a way to make genuine Moutai more accessible to ordinary consumers, countering the perception of scarcity driven by speculation [4]. - However, there are concerns that Moutai's financial attributes may continue to drive demand, complicating the transition back to a consumer product focus [5]. Group 4: Market Reactions and Future Outlook - The market is currently cautious, with distributors observing the total supply of the new 1499 yuan Moutai before making decisions [5]. - There are indications of a decline in the wholesale price of Flying Moutai, reflecting market uncertainty about the acceptance of the new pricing strategy [5].