i茅台宣布调整：飞天茅台每人每日最多买6瓶！此前两天“秒光”

Core Viewpoint - Guizhou Moutai's "Xiao Moutai" has adjusted the purchase limit for its 53% vol 500ml Flying Moutai liquor to 6 bottles per person per day from January 4 until the Spring Festival, in response to increased consumer demand [1]. Group 1: Sales and Purchase Limits - On January 1, 2026, the 53% vol 500ml Flying Moutai was launched on the iMoutai platform with an initial purchase limit of 12 bottles per person per day, selling out within half an hour [3]. - The product continued to sell out rapidly on January 2, indicating strong consumer interest [3]. - The new purchase limit of 6 bottles per person per day is aimed at accommodating more users during the festive season [1]. Group 2: Market Strategy and Channel Adjustments - The launch of affordable Moutai on the iMoutai platform signals a significant shift in Moutai's channel and product structure, as the company aims to embrace market-oriented transformation [9]. - Moutai's chairman emphasized the need for a dynamic channel strategy that integrates online and offline sales, focusing on consumer needs and expanding the customer base [9]. - As of Q3 2025, Moutai's revenue from direct sales was 55.56 billion yuan, while iMoutai generated 12.69 billion yuan, and wholesale channels accounted for 72.84 billion yuan [9]. Group 3: Future Outlook - Dongwu Securities' report suggests that Moutai's pragmatic adjustments for 2026 will help tap into broader consumer demand, with short-term price adjustments not hindering long-term brand value enhancement [10]. - Historical analysis indicates that volume stabilization often precedes price recovery, suggesting that Moutai's current pricing strategy may support a foundational recovery in its stock price [10].