i茅台宣布调整：飞天茅台每人每日最多买6瓶！此前两天1499元飞天茅台“秒光”

Core Viewpoint - Guizhou Moutai's "Xiao Moutai" announced a purchase limit adjustment for the "Flying Fairy" 53% vol 500ml Moutai liquor, reducing the maximum purchase quantity from 12 bottles to 6 bottles per person per day starting January 4, ahead of the Spring Festival [2][11]. Group 1: Sales and Purchase Limits - On January 1, 2026, the "Flying Fairy" 53% vol 500ml Moutai was launched on the iMoutai platform at a price of ¥1499 per bottle, with a purchase limit of 12 bottles per person per day, which sold out within half an hour [4][11]. - The subsequent day, January 2, the same product continued to sell out rapidly, indicating strong demand [4]. Group 2: Strategic Adjustments - Moutai is undergoing significant adjustments in its channel and product structure, aiming for a market-oriented transformation in 2026, focusing on consumer needs and enhancing product structure, pricing, channels, and services [11]. - The company is shifting towards a more integrated online and offline sales network, emphasizing the importance of understanding customer demographics and expanding its customer base [11]. Group 3: Financial Performance and Market Insights - As of the third quarter of 2025, Moutai's direct sales revenue was ¥555.6 billion, with iMoutai contributing ¥126.9 billion, while wholesale agent revenue was ¥728.4 billion [11]. - The number of distributors stands at 2,446, with 2,325 in the domestic market, indicating a robust distribution network [11].