茅台新帅上任66天，放了个大招

Core Viewpoint - The launch of the 53-degree 500ml Flying Moutai on the "i Moutai" platform marks a significant step in Moutai's market-oriented transformation, aiming to regain pricing power and enhance consumer access to the product [4][10]. Group 1: Market Strategy and Sales - The "i Moutai" platform, operational since May 2022, has now begun selling the core product Flying Moutai directly to consumers, which was previously not available on the platform [4][6]. - On January 1, 2026, the price for Flying Moutai was set at 1499 yuan per bottle, leading to an immediate sell-out as thousands of consumers flooded the platform [4][5]. - Moutai's direct sales strategy is expected to increase profit margins, with a profit of 330 yuan per bottle compared to the wholesale price of 1169 yuan [7][9]. Group 2: Industry Context and Challenges - The Chinese liquor industry is currently facing challenges such as inventory buildup and sluggish sales, with Moutai's market price dropping below 1700 yuan per bottle [4][10]. - The introduction of direct sales through "i Moutai" is seen as a way to combat the dual pricing system that has allowed for significant price discrepancies and speculation by resellers [7][8]. Group 3: Consumer Focus and Market Control - Moutai aims to regain control over market pricing and distribution, reducing the influence of resellers and ensuring that more products reach consumers directly [9][10]. - The company is implementing measures to limit the quantity each consumer can purchase, thereby preventing bulk buying by resellers and ensuring fair access for all consumers [9][10]. Group 4: Future Outlook and Transformation - Moutai's new strategy emphasizes a shift towards consumer-centric operations, with a focus on expanding its consumer base and increasing the frequency of consumption [10][12]. - The company is moving away from traditional distribution methods, urging distributors to adapt to new market demands and consumer behaviors [11][12].