“i茅台”上架1499元的飞天茅台，对经销商的冲击有多大？

Core Viewpoint - The launch of the 1499 yuan Feitian Moutai on the "i Moutai" app has led to a significant shift in the market dynamics, ending the era where distributors could easily profit without effort, as Moutai regains pricing power and reduces speculation by resellers [1][27][39]. Group 1: Product Launch and Market Response - The "i Moutai" app officially launched the 1499 yuan Feitian Moutai on January 1, 2026, with a daily limit of 12 bottles per user, leading to rapid sellouts for four consecutive days [2][25]. - Over 100,000 users successfully purchased the product within the first three days, indicating strong consumer demand despite the challenges faced by resellers [2][26]. - The app's inventory was quickly depleted, with consumers reporting difficulties in securing purchases, highlighting the product's appeal [2][26]. Group 2: Changes in Pricing Strategy - Moutai has shifted to a market-responsive pricing strategy, moving away from the previous distribution model that allowed for significant price markups by distributors [5][28]. - The official factory price for Feitian Moutai is 1169 yuan, while the official retail price is set at 1499 yuan, contrasting sharply with the previous market prices that often exceeded 2000 yuan [29]. - This pricing strategy aims to eliminate the "dual pricing" system that previously allowed for inflated market prices due to speculation and hoarding by resellers [29][30]. Group 3: Impact on Distributors - The era where distributors could profit effortlessly by merely obtaining allocations has ended, as Moutai emphasizes service quality and operational capabilities in its distributor evaluation [4][41]. - Distributors are now encouraged to adapt by providing value-added services such as delivery and customer maintenance, shifting their role from mere resellers to service providers [41][42]. - Moutai plans to reduce the number of distributors while expanding direct sales channels, indicating a strategic move to regain control over market pricing and consumer data [35][36]. Group 4: Future Opportunities for Distributors - Moutai is introducing a new revenue stream for distributors through the sale of aged Moutai, with prices for different years of Feitian Moutai set to offer higher premiums [21][43]. - Distributors will need to engage in market education to promote the value of aged products, requiring a more professional approach to sales [45]. - The transition to a service-oriented model for distributors reflects a broader industry trend towards transparency and consumer engagement [41][45].