Core Viewpoint - The price of Moutai liquor, particularly the 1L 53-degree Flying Moutai, has significantly decreased in the market, leading to a situation where the retail price on the iMoutai app is higher than the market price, causing consumer confusion and dissatisfaction [1][8][21]. Pricing Discrepancies - The official retail price for the 1L Flying Moutai is set at 3799 yuan, while the lowest price on e-commerce platforms is 3180 yuan, indicating a price inversion [1][5]. - Other Moutai products also show price inversions, with the purchase price on iMoutai being higher than the market wholesale price for various products [8][21]. - The market price for Flying Moutai has dropped below 2000 yuan, with reports of prices as low as 1950 yuan per bottle in Jinan [16][18]. Market Trends - The price of Moutai has been declining, with the wholesale price for Flying Moutai dropping by 18% since the beginning of the year [16][21]. - The price of the Snake Year Moutai has also decreased from a factory price of 2499 yuan to around 2300 yuan, with wholesale prices as low as 2180 yuan [18][21]. - The overall market is experiencing a downturn, attributed to seasonal factors and regulatory impacts on government consumption, which accounts for 15% of Moutai's sales [21][24]. Consumer Behavior - Consumers are increasingly opting to purchase Moutai from retail stores rather than through the iMoutai app, as many products are available without the need for a lottery system [11][15]. - Some consumers have expressed dissatisfaction with the iMoutai app, leading to a decline in its user base as individuals uninstall the app after winning lotteries for products they no longer wish to buy [15][24]. Company Response - Moutai is implementing strategies to stabilize prices, including high-level visits to distributors and potential adjustments to supply policies [23][24]. - The company has introduced a "stop supply test" strategy to manage inventory and stabilize prices, although some initiatives have been quickly retracted [24][25].