i茅台常态化开售背后：白酒消费新叙事正在被改写

Core Insights - The launch of 53-degree Feitian Moutai on the iMoutai platform on January 1, 2026, has generated significant consumer excitement and engagement, particularly among younger demographics [2][4][7] - The event marks a pivotal moment in Moutai's market transformation, breaking traditional barriers and enhancing consumer trust through direct sales [13][15] Consumer Engagement - Many consumers, including younger individuals, actively participated in the purchase event, challenging the notion that younger generations do not favor baijiu [7] - Social media platforms have seen a surge in user-generated content, with consumers sharing their purchase experiences and fostering a sense of community around Moutai [8][10] Market Dynamics - The supply of Moutai on the iMoutai platform is being managed dynamically to align with market demand, ensuring a balance that prevents speculation and maintains price stability [14][15] - The pricing strategy, with a retail price of 1499 yuan, serves as a clear price anchor, effectively reducing the space for scalpers and promoting a healthier market environment [15] Distribution Strategy - The iMoutai platform is designed to cater to individual consumers, allowing them to purchase for personal use or gifting, which contrasts with traditional distributors who often deal with bulk purchases [12][14] - This shift is expected to relieve pressure on distributors, enabling them to focus on service upgrades and community engagement, thus fostering a win-win scenario for both iMoutai and traditional channels [14][15]