上线仅3天，“i茅台”抢飞天限购数量减半至6瓶！消费者“天天蹲点，还是抢不到”，有酒商称“线下价格也降了，但并不好卖”

红星资本局01-04

上线仅3天，“i茅台”上500ml飞天茅台每日限购数量减半。1月4日，“i茅台”限购政策迎来调整，每人每日可购买的飞天53%vol 500ml贵州茅台酒（2026）最大数量由12瓶调整至6瓶，上线后仍被抢购一空，系统显示“已售罄”。“天天蹲点，还是抢不到，太火爆了。”消费者王丽（化名）表示，她和老公两人在“i茅台”App上连续4天抢购1499元的飞天茅台，均未成功。据了解1月1日，贵州茅台（...

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bottles! Consumers \"squat every day, but they still can't get it.\" Some wine merchants said that \"offline prices have also dropped, but they are not easy to sell.\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1.5},"content_text":"上线仅3天，“i茅台”上500ml飞天茅台每日限购数量减半。1月4日，“i茅台”限购政策迎来调整，每人每日可购买的飞天53%vol 500ml贵州茅台酒（2026）最大数量由12瓶调整至6瓶，上线后仍被抢购一空，系统显示“已售罄”。“天天蹲点，还是抢不到，太火爆了。”消费者王丽（化名）表示，她和老公两人在“i茅台”App上连续4天抢购1499元的飞天茅台，均未成功。据了解1月1日，贵州茅台（600519.SH）旗下的“i茅台”App正式上线1499元飞天茅台，连续3天上线即“秒空”。据茅台方面披露的数据，3天时间，超10万名用户购买到茅台产品。飞天茅台每日限购数量减半业内：后续申购上限或继续收缩“限购又调整了，从每人12瓶调整为每人6瓶，还是抢不到，太火爆了。”王丽说道。这是王丽连续第4天在“i茅台”上抢购飞天茅台。王丽表示，她之前没有购买过茅台，这两天看价格合适就进行了抢购。1月3日晚间，“小茅i茅台”公众号发布消息称，自1月4日至春节前，将每人每日可购买的飞天53%vol 500ml贵州茅台酒（2026）最大数量调整为6瓶。1月4日，红星资本局登录“i茅台”App发现，飞天茅台每日限购数量已由此前的每人每天限购12瓶降至6瓶，且系统显示，2026年份飞天茅台“已售罄”，其他年份则暂未开放申购，均显示“敬请期待”。据了解，1月1日上午9时，“i茅台”App正式发售飞天53%vol 500ml贵州茅台酒（2026），每位用户每日最多可购买12瓶，售价为1499元，连续3天上线即“秒空”。据茅台方面披露的数据，3天时间，超10万名用户购买到茅台产品。消费者孙明（化名）在1月1日、1月2日连续两天抢到12瓶飞天茅台，他表示，“一般（开售时间）1分钟之后就很难抢到了。”1月4日，他9：01进入“i茅台”App，显示“已售罄”。酒业独立评论人肖竹青表示，茅台价格回归1499元后，饮用人群和场景迅速被放大，这次限购量从12瓶减少到6瓶可以让更多人抢到，既回应了“抢不到”的舆论，也避免少数黄牛大批量囤货。“从当前购买飞天茅台的情形来看，短期内依旧属于供不应求的状态。”酒水行业研究者欧阳千里认为，未来“i茅台”App上飞天茅台申购上限或许还会有所变化，例如，从申购6瓶到4瓶或者2瓶，以满足消费者自用需求。“i茅台”成为调节市场价格重要手段或对其他千元白酒产生冲击“i茅台”是贵州茅台推出的数字营销App，属于直销渠道。飞天茅台正式上线“i茅台”，被业内视为茅台市场化转型的标志性动作。酒商周鹏（化名）告诉红星资本局，“i茅台”上飞天茅台不好抢，基本上线1分钟就没有了，但从线下经销渠道来看，飞天茅台价格走低，但并不好卖。“茅台都是买涨不买跌，价格越低越不好卖。”周鹏表示，其所在的门店70%-80%卖的都是茅台酒，现在只有2024年份的飞天茅台，零售价是1630元，去年价格在2500元左右，最高还卖过2800元。京东App显示，2025年份飞天茅台每瓶售价为1799元，天猫超市飞天茅台每瓶价格券后为1780元，年份随机。伴随“i茅台”平价飞天发售，飞天茅台的市场批发价一路走低。1月3日，2025年飞天茅台批发价维持在1500元到1510元/瓶；1月4日，多个第三方平台的数据显示，散瓶飞天茅台批价再次跌破1499元/瓶，原箱飞天茅台还维持在1505元/瓶左右。“i茅台”成为茅台调节市场价格的重要手段。肖竹青指出，贵州茅台通过“i茅台”App直接触达消费者，把渠道利润压到合理区间，既保真又保价，让茅台从“奢侈品+投资品”变回“高频刚需消费品”。飞天茅台酒价格回归，将对千元价格带的其他酒企产生影响。肖竹青表示，“过去飞天茅台价格在3000元/瓶时，五粮液（000858.SZ）普五和泸州老窖（000568.SZ）国窖1573会有性价比；但随着茅台回归1499元，且如果很容易从“i茅台”买到的话，那么对白酒千元价格带市场是一次冲击。”（本文不构成投资建议，据此操作风险自担）记者 俞瑶 李海颜编辑杨程 余冬梅红星资本局原创\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2600102389","isCrawlerRequest":true}