KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2026-01-08 08:37Core Insights - The article discusses the overwhelming demand for the iMoutai app's sales of Flying Moutai, likening the frenzy to ticket sales for major events, highlighting the intense consumer interest in fair pricing and purchasing opportunities [1][4][8] Group 1: Sales Dynamics - On January 1, millions of users attempted to purchase Flying Moutai, but most encountered "sold out" messages within seconds, as the app restocked every five minutes with inventory selling out in under 30 seconds [4][6] - The initial purchase limit of 12 bottles per person was quickly reduced to 6 bottles due to rapid depletion of stock, contradicting rumors of a daily supply of 100 tons [6][8] Group 2: Historical Context - Moutai's direct sales strategy is a response to past challenges, including reliance on distributors that led to price inflation and consumer dissatisfaction [11][13] - The company transitioned from 146 distributors in 1998 to over 2,000, but faced issues with price manipulation by some distributors, prompting a significant reduction in their numbers starting in 2018 [11][13] Group 3: Product Launch and Pricing - The iMoutai app officially launched on May 19, 2022, offering various Moutai products, with the 500ml Flying Moutai priced at 1499 yuan as of January 1, 2026, marking a shift towards direct sales [15][19] - The brand's historical significance and quality have been overshadowed by distributor markups, but direct sales aim to restore consumer perception of value [16][19] Group 4: Industry Implications - Moutai's transition to direct sales signals a broader industry shift away from distributor monopolies, emphasizing the need for companies to connect directly with consumers to thrive [21] - The company must address supply stability and combat scalping to ensure fair access for consumers, as initial wholesale prices for Flying Moutai have already seen a decrease [19][21]