1499元飞天茅台上线30秒抢光！黄牛哀嚎，消费者却仍难“上车”

Core Viewpoint - The launch of direct sales for the 53-degree Feitian Moutai at 1499 yuan per bottle has generated significant consumer interest, but the purchasing mechanism has raised fairness concerns as many consumers were unable to secure a purchase due to technical issues and the presence of "technical scalpers" [1][3]. Group 1: Policy and Market Impact - The new policy allows each person to purchase a maximum of 12 bottles per day, with a price significantly lower than the previous retail average of over 2600 yuan, effectively reducing scalper profits from hundreds to tens of yuan [3]. - The high-frequency restocking mechanism has increased the risks for scalpers, with reports of significant losses for those who hoarded stock, leading to a decline in speculative trading of Moutai [3]. - Despite the intention to make Moutai more accessible, many consumers still face challenges in purchasing due to the effectiveness of automated scripts used by scalpers, raising questions about the transparency of the purchasing process [3]. Group 2: Strategic Direction and Risks - Moutai's strategy is clear, with direct sales approaching 45% of total sales, converting channel price differences into substantial profits, and enhancing consumer data through the iMoutai platform [5]. - However, there are risks associated with high social inventory levels estimated between 120 million to 220 million bottles, which could weaken Moutai's status as a "hard currency" if consumer demand remains weak [5]. - The rapid sell-out of products within 30 seconds serves as both a success and a warning, indicating that while prices can be controlled, consumer expectations for fairness and accessibility remain unmet [5].