再次跌破指导价，茅台秒空还能持续多久？

Core Viewpoint - The recent performance of Moutai's iMoutai app and the fluctuating prices of its products highlight the brand's ongoing transformation and the challenges it faces in maintaining its market position amidst changing consumer behaviors and regulatory pressures [5][8][10]. Group 1: iMoutai App Performance - The iMoutai app has seen significant user engagement, reaching over 76 million registered users, with the app topping the Apple App Store's free shopping chart shortly after its launch [6][8]. - The app's sales strategy, which includes limiting purchases to six bottles per day, has led to rapid sell-outs of Moutai products, indicating strong demand [5][6]. Group 2: Pricing Dynamics - On January 4, 2023, the wholesale price of Moutai's flying Moutai fell to 1490 yuan per bottle, marking the second time it has dropped below the official guidance price of 1499 yuan [5][8]. - The price drop reflects a broader trend in the market where Moutai's financial attributes may not be sustainable, leading to concerns about the future profitability of the brand [9][10]. Group 3: Market Strategy and Consumer Behavior - Moutai's new marketing strategy emphasizes consumer-centric approaches, aiming to provide fair and quick access to genuine products while preventing price speculation [8][10]. - The brand's focus on family and friendship consumption indicates potential growth areas, particularly among middle-class consumers and small business owners [8][10]. Group 4: Challenges and Future Outlook - The transition to a direct sales model through the iMoutai app may undermine traditional distributors, leading to potential conflicts as Moutai seeks to reclaim pricing power from middlemen [11][12]. - Despite the high demand indicated by the app's performance, the overall market dynamics suggest that Moutai's pricing strategy and consumer perceptions may need to adapt to ensure long-term sustainability [13][16].