As the Spring Festival is approaching, Moutai is also rushing to release new products before the peak season.
January 5,Kweichow MoutaiFour brands have launched five Chinese zodiac wines for the Year of the Tiger. Among the five new products, the 53% 500ml Moutai Tiger Lunar Zodiac Wine has attracted much attention. It is reported that some distributors are already pre-selling the Moutai Tiger Year of the Tiger wine at a price of 5800 yuan, which is a 132% increase from the guide price of 2499 yuan.
Image Source:Kweichow MoutaiWeChat screenshot
It’s worth mentioning that in December 2021Kweichow MoutaiJust released a high-end product treasure Moutai.
According to the Beijing Youth Daily, on January 8, Moutai officially released accurate information. The retail guide price of 53%vol 500ml Kweichow Moutai (treasure) is4599 yuan/bottle.
Image source: Kweichow Moutai WeChat
deal!Guizhou Moutai (treasure) retail guide price 4599 yuan
On January 8, Moutai officially released accurate information. The retail guide price of 53%vol 500ml Kweichow Moutai (treasure) is 4599 yuan/bottle.
According to the Beijing Youth Daily, after the launch of the new high-end Moutai series “Moutai 1935” a few months ago, on the evening of December 29, 2021, Kweichow Moutai officially launched the high-end “new product” of Moutai-Kweichow Moutai (treasure) .
Kweichow Moutai’s official positioning for this wine is“Moutai’s first high-end new product released in the new era of high-quality and strong industry.”
Kweichow Moutai (treasure) Image source: Kweichow Moutai official website
Moutai said that this product was designed by Wang Gang, the chief blender of Moutai, and it has collected more than a thousand base alcohol, which is the result of several generations of craftsmen. Each base wine sample used to blend Kweichow Moutai (treasure) is a precious old wine accumulated in the form of Moutai’s special “pot soup” and “wine blending”. After more than a thousand attempts of combination addition and comparison, I found the best proportion of Kweichow Moutai (treasure).
Photo source of the new treasure Moutai: Kweichow Moutai WeChat
At present, there are many other high-end wine brands in Moutai besides Feitian, such as concierge wine, rare series wine, fine Moutai wine, 100-year gold award aging and so on.
Image source: Kweichow Moutai official website
Treasure wines have now formed a series, including “1704”, Fangyin Treasures, Quyin Treasures, Large, Middle and Small Wood Treasures, Zisha Treasures, etc. The new product is a complement to the existing series.
After the release of Kweichow Moutai (treasure), the price of the wine was divergent. According to sources from Moutai distributors,Kweichow Moutai (treasures) dealers make a price of 4299 yuan per bottle.Since the new product has just been released, the market is very small, leading to the previous market price of Kweichow Moutai (treasure) has risen to between 6,500 yuan/bottle to 7,000 yuan/bottle.
The price has more than doubled!Moutai’s Chinese zodiac wine for the Year of the Tiger was fired before it was shipped
After the high-end product Maotai was released at the end of 2021, on January 5, Kweichow Moutai released another five Chinese zodiac wines for the Year of the Tiger.
According to the information published on the official website, the market guide price of 53% 500ml Moutai Tiger Wine is 2499 yuan per bottle, 53% 375ml X2 Moutai Tiger Wine has a guide price of 3599 yuan, and 53% 500ml Moutai Prince Wine Tiger Year Wine is 3599 yuan. The price is 988 yuan/bottle, the 53-degree 2.5L Guizhou Daqu Tiger Year of the Tiger wine is 2888 yuan/bottle, and the 53-degree 500ml Lai Mao Tiger Year of the Tiger wine is 988 yuan/bottle.
Image source of Moutai wine exhibits in the Year of the Tiger Zodiac: Kweichow Moutai WeChat
in,The 53% 500ml Moutai Tiger Lunar Zodiac Wine is the most concerned.
According to Red Star News, on January 8th, an investigation found that although many dealers have not yet received “Humao”, its market pre-sale price has already been speculated by dealers. Among them, the market guide price of 53-degree 500ml Moutai Tiger Lunar Zodiac Wine is 2499 yuan/bottle, and the market pre-sale price of dealers has reached 5200 yuan-5800 yuan/bottle.
Some dealers said,As there are a lot of people who want the goods recently, you can pay the full payment of 5200 yuan/bottle to ensure that you can get the goods by then.“I can only get the goods on January 10, but now there are 40 pre-sold, only 6 pieces.”
Regarding the soaring price of Humao, some people in the industry said that the new Moutai products have just been launched, and coupled with the speculation of dealers, the market pre-sale price will definitely be higher than the official guide price. Industry insiders predict that prices will gradually fall after the Spring Festival, but the market price will definitely be higher than the official guide price.
according toSecuritiesAccording to the Times, some analysts said that Moutai is a major carrier of Chinese business consumption, rich in social attributes and collection attributes. The Chinese zodiac wine is the carrier of Maotai’s cultural and creative route. It has a commemorative significance and has a limited circulation. It can better reflect this social and collection attribute, and the high price is normal.
It is understood that since 2014, Moutai has released a zodiac wine every year. In fact, in the past year, the prices of other Moutai Zodiac wine terminals have also been rising.
According to statistics from the self-media “Mao Fan Lu Zhishen” who has been paying attention to the price of Moutai for a long time, since the beginning of last year, the price of Moutai for the Year of the Goat has increased by RMB 8,800, and the current price per bottle is RMB 30,500. It is followed closely by Moutai, the Chinese zodiac of the Year of the Horse, with a single bottle price of 19,800 yuan, an increase of 7,300 yuan. In addition, the price of a single bottle of wine for the Year of the Rat, the Year of the Pig, and the Year of the Dog has increased by 800 yuan to 1,200 yuan this year.
Institutions are optimistic about long-term investment
according toSecuritiesThe Times, in the opinion of industry insiders, in the case that the ex-factory price of Feitian Moutai has been unable to increase, raising the price of non-standard products such as Kweichow Moutai (treasure) is a relatively modest price increase strategy, which is also Moutai in recent years. To improvePerformanceOne of the means.
On January 5, Moutai officially revealed at the 2021 Jiangxiang Series Liquor National Distributors’ Association that the Jiangxiang Wine Company has achieved annual sales of 30,000 tons, realized revenue of 11.8 billion yuan, and estimated total profit of 5.185 billion yuan, and paid taxes. 2.2 billion yuan, the main operating indicators showed double-digit growth.
Previously, Kweichow Moutai released its 2021 performance forecast. According to preliminary calculations by Kweichow Moutai Co., Ltd., in 2021, the company will produce about 56,500 tons of Moutai base liquor and about 28,200 tons of series base liquor; it is expected to achieve a total operating income of 109 billion Around Yuan (of which MoutaiOperating incomeAbout 93.2 billion yuan, with a series of wine operating income of about 12.6 billion yuan), a year-on-year increase of about 11.2%; it is expected to be attributable to listed companiesshareholderofNet profitAbout 52 billion yuan, an increase of about 11.3% year-on-year.
For the future trend of Maotai stock price,CITIC SecuritiesIt is believed that the long slopes and thick snow on the baijiu track, the significant moat of the Moutai brand, the strong predictability of sales due to the business model, the clear space for price increases due to brand value, and the huge dividends in channel reforms, are firmly optimistic about the long-term investment value.
Shanxi SecuritiesSaid that in the short term, Kweichow Moutai will be stable, with an increase in the proportion of direct sales channels and an increase in the price of non-standard products. It will end steadily in 2021. Looking forward to 2022, marketing reform may accelerate its implementation and become a new growth point for performance. In the medium to long term, we believe that Moutai’s scarcity and high channel profit moat built by the safety mat will help the company continue to grow. It is estimated that the company’s net profit attributable to its parent from 2021 to 2023 will be 52.011 billion yuan, 60.324 billion yuan, 69.886 billion yuan, and EPS will be 41.40 yuan, 48.02 yuan, and 55.63 yuan respectively. Corresponding to the current stock price, PE will be 50 times, 43 times, and 37 times, respectively. . Maintain “Buy” rating.
(Source: Daily Economic News)