茅台新帅上任66天，放了个大招

Core Viewpoint - The launch of the "Flying Moutai" on the "i Moutai" platform signifies Moutai's return to being a consumer product, focusing on direct sales to consumers and enhancing market control [2][25][31]. Group 1: Market Strategy and Changes - Moutai's chairman, Chen Hua, emphasized a consumer-centric approach and market-oriented transformation as a response to challenges in the liquor industry, including stagnant sales and inventory issues [4][20]. - The "i Moutai" platform, operational since May 2022, will now sell the core product, "Flying Moutai," directly to consumers at a price of 1499 yuan per bottle, which was previously not available on the platform [2][18]. - The rapid sell-out of "Flying Moutai" on the platform, with thousands of consumers accessing it, indicates strong demand and market excitement [2][18]. Group 2: Financial Implications - Selling "Flying Moutai" directly to consumers increases Moutai's profit margin by 330 yuan per bottle compared to the price sold to distributors [7][23]. - The previous dual pricing system created significant arbitrage opportunities, with retail prices often exceeding 2500 yuan, leading to speculation and hoarding by resellers [7][23]. - The new strategy aims to regain pricing power and control over the market, reducing the influence of resellers and ensuring more products reach consumers [7][24]. Group 3: Consumer Engagement and Market Dynamics - The introduction of purchase limits on the "i Moutai" platform aims to prevent hoarding and ensure fair access for consumers, with a limit of 6 bottles per person per day [25][31]. - Moutai's shift towards direct consumer engagement is expected to reduce the financial speculation surrounding its products, allowing the brand to return to its core identity as a consumer good [25][26]. - The company is also focusing on expanding its consumer base and creating new consumption scenarios to drive sustainable growth in the future [26][30]. Group 4: Distributor Relations and Market Evolution - Chen Hua's statements at a recent distributor conference highlighted the need for distributors to adapt to a changing market, moving away from traditional profit models [30][31]. - The cancellation of the distribution model for non-standard products is intended to alleviate financial burdens on distributors and encourage them to engage more actively in the market [30][31]. - The future landscape for Moutai distributors is expected to see significant differentiation, with some focusing on service-oriented models while others may concentrate on high-end products [31][32].