500ML飞天上线i茅台，消费者和茅台经销商怎么看？

Core Viewpoint - The launch of "i Moutai" for purchasing 500ml Flying Moutai starting January 1, 2026, has sparked significant interest in the liquor industry, with concerns about its impact on offline channels being addressed through positive feedback from consumers and distributors, indicating that online and offline sales can complement each other rather than replace one another [1][2]. Consumer Insights - The core user group of "i Moutai" consists mainly of ordinary consumers who have lower daily demand for Moutai and seek convenience and authenticity for occasional purchases, particularly for gifting during holidays [2]. - Many consumers reported purchasing multiple bottles for family gatherings or celebrations, indicating a seasonal spike in demand, especially around the New Year [2]. - The online platform has increased foot traffic to offline stores, as customers who could not secure purchases online are seeking availability in physical locations [2]. Distribution Channel Perspective - Distributors view the online and offline purchasing options as non-conflicting, allowing consumers to choose their preferred method of purchase [4]. - Distributors emphasize the importance of offline services, such as product education and customer relationship management, which are essential for maintaining a stable customer base [4]. - Moutai has reassured distributors by maintaining contract volumes for 2026, alleviating concerns about potential disruptions in sales [4]. Product Availability and Scarcity - The introduction of "i Moutai" is not expected to dilute the perceived scarcity of Moutai, as its limited production capacity is determined by the lengthy production process and strict geographical conditions [5][6]. - Experts argue that the scarcity of Moutai is influenced by unique natural conditions, craftsmanship, and strong market demand, which remain unchanged despite the new sales channel [6]. - The strategy of launching "i Moutai" is seen as a way to streamline sales channels and reduce speculative buying, thereby maintaining the inherent scarcity of Moutai [6][7]. Sales Strategy and Market Management - The daily release strategy for "i Moutai" is designed to create ongoing consumer interest while preventing excessive supply that could lead to value dilution [7]. - Moutai is exploring new pathways for managing scarcity in the digital age, balancing supply with demand to ensure market stability [7].