i茅台上线飞天引爆线下提货潮，延伸多元消费场景

Core Insights - The article highlights a significant shift in consumer behavior towards Moutai, with over 100,000 consumers successfully purchasing Feitian Moutai through the iMoutai app within the first three days of 2026, indicating a growing accessibility and popularity of the product [1] - The purchasing limit for regular Moutai was adjusted from 12 bottles to 6 bottles per person per day, allowing more consumers to participate in the buying process [1] - Moutai is increasingly being integrated into diverse aspects of daily life, moving beyond traditional business banquets to family gatherings and personal celebrations [2] Consumer Behavior - Consumers' motivations for purchasing Moutai are becoming more varied, with some buying for family celebrations and others for personal milestones, such as commemorating a child's birth [2] - The perception of authenticity has improved, with consumers feeling more secure about the legitimacy of their purchases through official channels [2] Retail Experience - The retail environment is adapting to consumer needs, with personalized recommendations being emphasized in stores, such as suggesting larger 1000ml bottles for family gatherings [4] - New product offerings, like the zodiac-themed Moutai, are attracting consumer interest, catering to both cultural gifting and investment needs [4] Strategic Shift - Moutai's strategy of expanding online channels while enhancing offline experiences is seen as a response to genuine consumer demands, facilitating a transition from business-focused sales to lifestyle integration [4] - The establishment of a complete experience loop from digital ordering to physical delivery enhances transaction efficiency and builds deep trust between the brand and consumers, fostering a cultural connection [4]