线上秒光线下走访，茅台“下半场”改写渠道规则：经销商撕掉“高冷”标签

Core Viewpoint - The launch of the 53% vol 500ml Flying Moutai on the iMoutai platform marks a significant shift in Moutai's sales strategy, focusing on direct sales and consumer engagement, which is expected to stabilize prices and reshape market dynamics [2][5][6]. Group 1: Market Response and Pricing - Since the launch on January 1, 2026, the retail price of Flying Moutai has stabilized around 1600 yuan per bottle, reflecting a shift in the sales approach from passive to proactive customer service [2][3]. - The iMoutai platform has seen high demand, with stock selling out within half an hour despite limits on purchases, indicating strong consumer interest [2][3]. - Offline prices for Moutai products are generally stable, with a slight premium over the iMoutai official price, suggesting a rationalization of the pricing structure in the market [3][4]. Group 2: Distributor and Channel Dynamics - Distributors are facing pressure to adapt to a changing market, moving away from traditional sales methods to a more service-oriented approach as Moutai emphasizes direct sales [4][7]. - The shift in Moutai's strategy is seen as a response to the need for transparency and efficiency in the distribution process, reducing reliance on middlemen [5][6]. - The competitive landscape for high-end liquor is evolving, with Moutai's strategy serving as a bellwether for industry trends, indicating a move towards direct consumer engagement and pricing control [7][8]. Group 3: Long-term Strategic Implications - Moutai's recent actions are part of a broader marketing reform aimed at aligning product pricing with consumer value, enhancing market transparency and fairness [5][6]. - The year 2026 is viewed as a pivotal point in Moutai's business strategy, shifting focus from channel control to consumer experience and perception [6][7]. - Analysts predict that the increased supply of Flying Moutai will continue to drive market share growth, catering to a broader consumer base [7].