全民疯抢茅台，黄牛不干了

Core Viewpoint - The article discusses the significant transformation in the sales strategy of Kweichow Moutai, particularly focusing on the launch of the 2026 vintage Flying Moutai at a retail price of 1499 yuan per bottle through the iMoutai app, which has led to a surge in consumer participation and a shift in market dynamics [5][18]. Group 1: Market Dynamics - The launch of the 2026 vintage Flying Moutai has resulted in over 2.7 million new users on the iMoutai platform and more than 400,000 transaction users within just nine days [5][26]. - Previously, the market price for a bottle of Flying Moutai could reach over 3500 yuan, but the introduction of direct sales at a lower price has altered consumer perceptions and market behavior [8][18]. - The traditional scarcity and high resale value of Flying Moutai are being challenged as the company increases direct sales and reduces reliance on intermediaries [17][18]. Group 2: Consumer Behavior - Many consumers are now participating in the purchase of Flying Moutai with the intent to resell, although the profitability of such transactions is diminishing as market enthusiasm wanes [10][11]. - The article highlights individual cases where consumers have successfully purchased and resold Flying Moutai, but also notes a shift in sentiment where the perceived value of gifting Moutai has decreased [10][11]. - The accessibility of original-priced Moutai has led to a broader demographic of consumers, including younger individuals, engaging with the brand for the first time [19][24]. Group 3: Company Strategy - Kweichow Moutai is undergoing a market-oriented transformation, focusing on consumer-centric strategies and direct sales to enhance market efficiency and reach [18][26]. - The company has also reduced the factory prices of several core products, indicating a move away from the previous high-profit margins enjoyed by distributors and resellers [18]. - The introduction of various vintages at different price points on the iMoutai platform aims to eliminate the excessive markups previously imposed by middlemen, thereby benefiting end consumers [18][26].