Recently, Kweichow Moutai announced that its digital marketing platform, ‘iMoutai,’ will officially launch the standard 53% ABV Feitian Moutai (commonly known as ‘Pu Mao’) at the official price of RMB 1,499 per bottle next year—a move drawing significant market attention. As China’s most iconic premium liquor, Feitian Moutai has long been in short supply, with market prices far exceeding its official retail price. Historically, consumers had to rely on physical stores, supermarkets, or scalpers to purchase it, often facing inflated prices and authenticity concerns.Since its launch in 2022, iMoutai has primarily offered non-standard products like zodiac-themed or premium editions, but not the standard Feitian Moutai at the official price. The upcoming inclusion of the RMB 1,499 Pu Mao marks a strategic step by Moutai to strengthen direct-to-consumer sales and curb speculative hoarding. This initiative aims to enhance purchasing fairness for ordinary consumers, reduce intermediaries, and stabilize market price expectations.However, given overwhelming demand, competition for purchases is expected to remain fierce. Moutai stated it will implement real-name verification, purchase limits, and an intelligent risk-control system to prioritize genuine consumers. Overall, this move signals a new phase in Moutai’s digital transformation and channel reform, setting a benchmark for the broader Chinese liquor industry.
近日，茅台官方宣布其数字营销平台“i茅台”将于明年正式上线1499元/瓶的53度飞天茅台（普茅）产品。这一消息引发市场广泛关注。作为中国高端白酒的代表，飞天茅台长期处于供不应求状态，市场实际售价远高于官方指导价1499元。过去，消费者主要通过线下专卖店、商超或黄牛渠道购买，但往往面临溢价严重、真假难辨等问题。“i茅台”自2022年上线以来，主要销售生肖酒、精品茅台等非标产品，而标准飞天茅台并未在平台直接投放。此次明确将1499元普茅纳入i茅台销售体系，被视为茅台加强直销、打击囤货炒作风气的重要举措。此举有望提升普通消费者的购买公平性，减少中间环节，稳定市场价格预期。不过，由于需求巨大，预计抢购仍将激烈。茅台方面表示，将通过实名认证、限购机制及智能风控系统，确保更多真实消费者获得购买机会。总体来看，这一调整标志着茅台数字化转型和渠道改革进入新阶段，对白酒行业具有示范意义。
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