Moutai official direct sales at 1,499 RMB, below market price, sold out within half an hour on the same day limit

Moutai (600519.SH) online sales platform "i Moutai" started selling 53-degree Feitian Moutai liquor in 500ml bottles from yesterday (the 1st) at 9 AM daily, with a purchase limit of 12 bottles per person per day, priced at 1,499 RMB. Sales end once the stock is sold out for the day. Due to the price being below market value, it triggered a rush for purchases, and the stock sold out within half an hour.

Reports indicate that this move is seen as an official attempt to gradually regain market pricing power. In the past, the official guide price of Moutai has often differed significantly from the actual market transaction price, with the difference sometimes exceeding 100%, mainly due to speculation by distributors, making it difficult for consumers to purchase Moutai at normal prices. However, excessive stockpiling in the market led to a sharp decline in Moutai prices, triggering a crisis of confidence.

Moutai's management previously stated that by 2026, they would take measures to ensure reasonable prices and "stabilize expectations," aiming to promote a balance between supply and demand based on market realities and to find ways to prevent speculation