上线仅3天，“i茅台”抢飞天限购数量减半至6瓶！消费者“天天蹲点，还是抢不到”，有酒商称“线下价格也降了，但并不好卖”

Core Viewpoint - The "iMoutai" app has reduced the daily purchase limit of the 500ml Flying Moutai to 6 bottles per person, down from 12, due to overwhelming demand, indicating a strong market interest and potential supply constraints [1][3][9]. Group 1: Purchase Limit Changes - As of January 4, the maximum purchase limit for the 2026 vintage Flying Moutai on the "iMoutai" app has been halved from 12 bottles to 6 bottles per day [1][3][17]. - The app was launched on January 1, and within three days, it sold out completely, with over 100,000 users successfully purchasing Moutai products [1][9][22]. Group 2: Market Dynamics - The price of the 500ml Flying Moutai is set at ¥1499, and the app's direct sales model is seen as a significant move towards market-oriented transformation for Moutai [5][25]. - The reduction in purchase limits aims to address consumer complaints about availability and to prevent bulk buying by resellers, indicating a shift towards making the product more accessible [12][14][22]. - Industry experts suggest that the purchase limit may be further reduced in the future to meet consumer demand for personal use [12][22]. Group 3: Price Impact on the Market - The introduction of the "iMoutai" app has led to a decrease in the wholesale price of Flying Moutai, with prices dropping below ¥1499 per bottle on various platforms [14][27]. - The return of Flying Moutai to a price point of ¥1499 is expected to impact other premium liquor brands, as it may shift consumer preferences and alter competitive dynamics in the high-end liquor market [14][25][27]. - The app is positioned as a key tool for Moutai to regulate market prices and maintain product integrity, transforming Moutai from a luxury investment item back into a frequently consumed product [12][25][27].