2026.01.01 作者 |第一财经 栾立 2026年刚刚开始，贵州茅台就甩出重磅操作，宣布从2026年1月1日起，53度500ml飞天贵州茅台酒将正 式在"i茅台"APP上架销售，每人每日限购12瓶（两箱），今日正式开抢后每次放货库存屡次"秒没"，半 小时就告售罄。 记者注意到，12月31日晚，i茅台已经完成更新，新上线多款产品。其中2026年飞天茅台为1499元/瓶， 2019年至2024年份飞天茅台价格从1909元/瓶到2649元/瓶不等。同步上线的还包括精品茅台、新一轮马 年生肖茅台以及文化系列等。 上午9点钟记者上线看到，在相关链接点击购买后显示页面访问人数太多请稍后再试，随即显示库存不 足，9点05分再投放新库存又秒空，而之后几次情况也类似，但并没有显示单次的投放量是多少，到9点 25分显示已售罄。 i茅台App上线于2022年，也是茅台线上营销和数字化转型的主要抓手之一。在此之前，i茅台主要抽签 销售生肖茅台等非标产品和系列酒产品等。 对于茅台这一操作，行业也有诸多讨论，有声音认为茅台希望通过此举逐步拿回市场定价权，而不是交 由市场炒作。虽然不清楚i茅台的投放总量，但茅台可以通过动态调整i茅台 ...

Core Viewpoint - Guizhou Moutai has launched a significant operation by making its 53-degree 500ml Flying Moutai available for sale on the "i Moutai" app starting January 1, 2026, with a daily purchase limit of 12 bottles per person, leading to rapid sellouts within minutes [3][4]. Group 1: Sales Strategy and Market Impact - The price for the 2026 Flying Moutai is set at 1499 yuan per bottle, while prices for previous years range from 1909 yuan to 2649 yuan [3]. - The i Moutai app, launched in 2022, is a key part of Moutai's online marketing and digital transformation strategy, previously focusing on lottery sales for non-standard products [3][4]. - Industry discussions suggest that Moutai aims to regain market pricing power through this initiative, rather than allowing market speculation to dictate prices [4][5]. Group 2: Pricing Dynamics and Consumer Access - Historically, there has been a significant discrepancy between Moutai's official pricing and actual market prices, sometimes exceeding a 100% difference due to speculation by distributors [5]. - Moutai's management has expressed intentions to stabilize prices and prevent speculation, emphasizing a balance between supply and demand [7]. - The introduction of the i Moutai platform is seen as a move to ensure that genuine Moutai products reach ordinary consumers, potentially increasing revenue and net profit for the company [7]. Group 3: Challenges and Market Reactions - The transition back to a consumer goods perspective may present challenges, including whether the market will accept the 1499 yuan price and the stability of existing inventory levels [8]. - Distributors have reported a decline in the wholesale price of Flying Moutai by 15 yuan to 1550 yuan per bottle on the first day of the new year, indicating market adjustments [9]. - Concerns exist within the capital market regarding Moutai's potential detachment from its financial attributes, which could lead to a slowdown in inventory turnover and increased volatility in market prices [9].

2026年刚刚开始，贵州茅台就甩出重磅操作，宣布从2026年1月1日起，53度500ml飞天贵州茅台酒将正式在"i茅台"APP上架销售，每人每日限购12瓶（两 箱），今日正式开抢后每次放货库存屡次"秒没"，半小时就告售罄。 记者注意到，12月31日晚，i茅台已经完成更新，新上线多款产品。其中2026年飞天茅台为1499元/瓶，2019年至2024年份飞天茅台价格从1909元/瓶到2649 元/瓶不等。同步上线的还包括精品茅台、新一轮马年生肖茅台以及文化系列等。 酒水行业研究者、千里智库创始人欧阳千里表示，i茅台开售普茅是茅台酒营销市场化转型的举措之一。长期以来，消费者购买到平价真茅台不容易，近年 来各路游资不断聚集在茅台处，将其炒作成为液体黄金，但这种局面造成的稀缺是对茅台稀缺性的一种曲解。i茅台开售普茅，也是让茅台流向普通消费 者，特别是其具有保真的特点。i茅台销售也属于直销，也能增加茅台的收入和净利润。 值得注意的是，虽然茅台管理层对于治理价格炒作决心很大，但在某种程度上，茅台的金融属性也成为其热销的原因之一。在生肖茅台市场价格未倒挂之 前，北京i茅台门店申购人数往往是名额的数十倍甚至上百倍。价格倒挂后， ...