茅台给酒业带来了一份最实在的“开年礼”

Core Viewpoint - The foundation of high-end consumption remains solid, with people's aspirations for a better life and the sense of ritual for important moments undiminished by the macroeconomic environment [4][9] Group 1: Market Dynamics - The white liquor industry is currently in a challenging adjustment period, characterized by channel inventory, price fluctuations, and a return to consumer rationality [4][10] - Guizhou Moutai's launch of "i Moutai" and the subsequent rush for purchases demonstrated that market demand is still robust, contrary to some perceptions [4][10] - Over three days, more than 100,000 real individual users placed orders, indicating a solid market presence and consumer engagement [4][10] Group 2: Consumer Engagement - Moutai's approach is seen as a critical pressure test for consumer demand, revealing that the desire for high-end products is still strong [4][11] - The company has implemented a purchase limit of six bottles per person per day to optimize distribution efficiency and promote fair consumption [11] - The "i Moutai" platform is not just another sales channel but a digital platform for consumer engagement, allowing the company to understand purchasing patterns and preferences [11][12] Group 3: Industry Insights - The recent sales data from New Year's confirmed a substantial demand pool, suggesting that the industry should focus on genuinely reaching out to consumers rather than merely complaining about market conditions [11][12] - The era of a "seller's market," driven by information asymmetry and channel influence, is shifting, and companies must adapt to a consumer-driven landscape [11][12] - Moutai's experience serves as a practical example for the entire liquor industry, providing a tangible roadmap for engaging with consumers effectively [12][13]