KWEICHOW MOUTAI(SH:600519) 新浪财经·2026-01-01 07:42Core Viewpoint - Guizhou Moutai has launched the sale of its Feitian 53% vol 500ml liquor on the iMoutai App starting January 1, 2026, allowing consumers to purchase directly, indicating a strong demand for Moutai and a shift towards consumer-centric strategies [3][10]. Group 1: Sales and Consumer Response - The Feitian Moutai sold out quickly after its launch at 9:00 AM, with consumers expressing excitement on platforms like Xiaohongshu, referring to it as their "dream liquor" [4][7]. - The iMoutai App will continue to offer the Feitian Moutai daily at 9:00 AM, allowing consumers who missed out to try again the next day [5][10]. Group 2: Market Strategy and Consumer Engagement - Moutai's pricing strategy has returned to 1499 yuan, which is expected to stabilize the market and enhance user experience, making it more accessible to a broader audience [7][9]. - The launch of the iMoutai App is part of Moutai's digital transformation, aiming to connect directly with consumers and ensure authenticity in purchases [10][11]. Group 3: Industry Impact - The return of Moutai to a lower price point is anticipated to increase its consumer base and drinking scenarios, potentially impacting competitors like Wuliangye and Guojiao 1573 [9][11]. - Experts believe that the fixed pricing on the iMoutai platform will discourage speculative pricing behaviors, reinforcing Moutai's position as a consumer product rather than an investment asset [11].