茅台玩不起？仅过3天，i茅台飞天每日购酒上限砍半

Core Viewpoint - The recent adjustments in the purchasing policy for Moutai's Flying Fairy liquor reflect the company's commitment to consumer-centric marketing and market-oriented transformation, aiming to ensure fair and accessible purchasing for consumers [1][2]. Group 1: Company Strategy - Moutai's new chairman, Chen Hua, emphasized the importance of consumer focus and market transformation as the primary task for 2026, aiming for a balanced supply-demand relationship and stable pricing [1]. - The iMoutai app will feature a range of Moutai products, including various series and vintages, allowing consumers to purchase directly [2]. Group 2: Market Dynamics - The initial launch of the 2026 Flying Fairy Moutai at a price of 1499 yuan per bottle saw rapid sales, indicating strong consumer demand [3]. - After just three days, the purchasing limit was adjusted from 12 bottles to 6 per day to accommodate more consumers, highlighting the high demand during the festive season [4]. - Concerns have been raised regarding the potential impact of the iMoutai platform on the traditional market, as easier access to affordable Moutai could slow down the consumption of existing stock held by distributors [4]. Group 3: Pricing Trends - As of January 3, 2026, the market price for the 2025 Flying Fairy Moutai was reported at 1505 yuan per bottle, down 60 yuan from the previous price, indicating a downward trend in market prices [5]. - The price adjustments reflect a broader market response to the new purchasing policies and consumer behavior [6].