Core Viewpoint - The launch of "i Moutai" at a price of 1499 yuan has led to a significant drop in the wholesale price of Feitian Moutai, indicating a shift in market dynamics and consumer behavior [4][5][8]. Price Dynamics - The wholesale price of Feitian Moutai fell below 1499 yuan per bottle on January 4, 2026, marking a decrease of approximately 100 yuan from the previous week [3][5]. - The last time the price dropped below 1499 yuan was in early December 2025, following a sudden release of stock by Moutai [5]. Consumer Behavior - Over 100,000 users purchased products from "i Moutai" within the first three days of its launch, leading to a policy change that reduced the daily purchase limit from 12 to 6 bottles [4][5]. - Consumers are increasingly seeking to buy Moutai through official channels to avoid concerns about authenticity, as indicated by a consumer who previously relied on resellers [7]. Market Impact - The introduction of "i Moutai" is seen as a strategy to reclaim pricing power from middlemen and increase the company's revenue [8]. - The price reduction of Moutai is expected to impact competitors like Wuliangye and Guojiao 1573, as the price gap diminishes and Moutai becomes more accessible [9]. Industry Outlook - The current market conditions suggest a potential shift in the white liquor market, with Moutai's pricing strategy likely to influence consumer preferences and purchasing behavior across the sector [9].