100吨半小时秒光！茅台直营能打破经销商体系吗？

Core Viewpoint - The launch of the "i Moutai" platform marks a significant step in Moutai's self-operated strategy, demonstrating initial success and setting an example for the entire liquor industry [1][19]. Group 1: Launch and Sales Performance - "i Moutai" officially launched on January 1, 2026, with a retail price of 1499 yuan per bottle, selling out within 30 seconds of its release [3][21]. - The platform saw over 800,000 registered users and achieved a peak download of over 240,000 on the launch day [3][21]. - The sales included multiple vintages of Moutai, with prices ranging from 1499 yuan for the 2026 vintage to 2649 yuan for the 2019 vintage [3][21][27]. Group 2: Market Dynamics and Consumer Behavior - The price difference between "i Moutai" and offline channels remains a significant draw for consumers, as many offline prices exceed 1499 yuan [6][24]. - Moutai's strong brand appeal continues to attract consumers, even amid a general decline in liquor consumption [8][26]. - The launch coincided with the year-end consumption peak, further driving demand as consumers sought gifts [9][27]. Group 3: Implications for Distributors - The success of "i Moutai" could potentially disrupt traditional distributor channels, as it may capture a significant market share [9][27]. - If "i Moutai" continues to operate at high volumes, it could significantly impact the sales of traditional distributors, who may need to adjust their pricing strategies [10][27]. - Despite the push for self-operated sales, Moutai is unlikely to completely eliminate distributors, as they play a crucial role in local market penetration and specific sales channels [12][32]. Group 4: Strategic Intent - Moutai's self-operated strategy aims to regain pricing power and market control rather than eliminate distributors entirely [12][31]. - The company seeks to balance its self-operated sales with the existing distributor network to maintain market stability and prevent price inflation [12][31]. - Moutai's approach reflects a broader trend in the industry, where companies are exploring self-operated models while recognizing the ongoing importance of distributors [36][37].