近日，i茅台App宣布部分高端茅台酒将按官方指导价直接面向消费者开售，引发市场广泛关注。这一举措被视为茅台集团加强直销渠道、打击黄牛炒货行为的重要一步。然而，面对这一变化，不少传统经销商表示‘影响不大’。他们解释称，i茅台主要销售的是生肖酒、精品茅台等非标产品，而日常流通的普飞（53度飞天茅台）仍主要通过传统渠道配额供应，因此对现有经销体系冲击有限。此外，有经销商指出，i茅台原价销售的产品数量有限，且需通过抽签或抢购方式获得，实际成交规模尚不足以撼动二级市场价格体系。同时，部分消费者仍偏好线下购买体验或信任实体渠道，这也保障了传统经销商的客户基础。不过，业内普遍认为，随着i茅台平台功能不断完善和投放量逐步提升，未来对传统渠道的影响或将逐渐显现。茅台集团此举不仅意在稳定市场价格、提升品牌公信力，也反映出其推动数字化转型、优化营销结构的战略方向。
Recently, the iMaotai app announced that certain high-end Maotai products will be sold directly to consumers at the official recommended retail price, drawing widespread market attention. This move is seen as a significant step by Kweichow Moutai Group to strengthen its direct-sales channels and curb scalping by resellers. However, many traditional distributors claim the impact is ‘minimal.’ They explain that iMaotai primarily offers non-standard products such as zodiac-themed or premium Maotai bottles, while the widely circulated standard Feitian Maotai (53% ABV) continues to be allocated mainly through traditional distribution channels, limiting disruption to their existing business model.Moreover, distributors note that the quantity of products sold at official prices on iMaotai remains limited and often requires winning a lottery or participating in flash sales, meaning actual transaction volumes are still too small to significantly affect the secondary market pricing structure. Additionally, some consumers still prefer the in-person purchasing experience or trust physical retail outlets, which helps sustain traditional distributors’ customer base. Nevertheless, industry observers generally agree that as the iMaotai platform enhances its functionality and gradually increases product allocations, its influence on traditional channels may grow over time. This initiative not only aims to stabilize market prices and reinforce brand credibility but also reflects Moutai’s broader strategy to advance digital transformation and optimize its sales structure.
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