Every reporter: Zhu Wanping Every editor: Zhang Haini
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“Now the new Moutai 1935 product has not been officially launched, and we do not have any goods on hand, but there are already a small amount of goods on the market (upper). Due to the small quantity, the price has soared nearly doubled.” Today (September 10th) ), a Moutai liquor dealer told the reporter of “Daily Economic News”.
The current price of Moutai 1935 is about 1,300 yuan per bottle, which exceeds the market prices of Wuliangye and Guojiao 1573. “If it is this price, there is no need to drink Moutai 1935.” The Moutai wine merchant also said.
The “Daily Economic News” reporter learned from a number of people close to Moutai that Moutai 1935 will be listed in the near future.
“Moutai 1935” is a brand-new series of wine products launched after “Zunyi 1935” ceased production. Ping An Securities Research Report believes that it is a strategic product for Moutai in Guizhou Province to complete the “14th Five-Year Plan” development goal. At present, “Moutai 1935” has achieved small batch trial production and entered the mass production stage, and will be launched on the market soon.
The product has not been officially listed, and the market price has exceeded Wuliangye
“It is expected that Moutai 1935 new products will be officially launched on the market in the near future, but there are already small batches of products on the market, and we do not know the specific source.” A person close to Moutai told the “Daily Economic News” reporter, although the current The official price has not yet been set, but the market price has risen sharply.
Not long ago, some self-media released an unboxing video of Moutai 1935 products. It can be seen from the video that the appearance of Moutai 1935 products is mainly red and gold, and the logo of Moutai is more obvious.
The back label of Moutai 1935 explains the origin of the name: “In 1935, Moutai’s predecessor, Shaofang, won the special prize at the material exhibitions of the southwestern provinces. Kweichow Moutai Co., Ltd. launched the Moutai sauce-flavored series-Moutai 1935 Liquor inherits the heritage of Moutai and remembers historical classics.”
“The predecessor of Moutai 1935 was Zunyi 1935, which was basically not in the market. Zunyi 1935 originally sold for more than 300 yuan per bottle. After the announcement of the suspension of production, the price once soared by 1,000 yuan. Now it returns with the new name of Moutai 1935. “A person in the liquor industry said.
After abandoning the word “Zunyi” and prefixing it with the name “Moutai” and upgrading the packaging, the price of Moutai 1935 is not cheap. “Currently, the new model (Moutai 1935) has not been listed. I am out of stock here, only the old model (Zunyi 1935).” A Moutai liquor dealer told reporters.
“The price of Moutai 1935 is indeed a bit high, which is related to its small amount now. If you want to drink it, there is no need to buy it.” The aforementioned Moutai liquor dealer told reporters. The ex-factory price of Moutai 1935 has not been determined, but it will certainly not exceed the ex-factory price of Feitian Moutai, which is less than 700 yuan. This means that the market price premium of Maotai 1935 is obvious, which is about double the ex-factory price.
As a new product, can Moutai 1935 support the price of nearly 1,300 yuan per bottle? You know, the high-end wines with deep heritage-Wuliangye and Guojiao 1573, currently have a market price of less than 1,200 yuan per bottle.
Moutai 1935.Image source: screenshot of unboxing video
Or will it be launched in the near future to grab a price band above 1,000 yuan?
The above-mentioned people close to Kweichow Moutai revealed that Moutai 1935 is a blockbuster new product that Kweichow Moutai (600519, SH) has prepared for a long time and is expected to be officially launched on the market in the near future.
The reason why Kweichow Moutai launched such a new series of wines also has its own considerations behind it.
“Now the price band of 3,000 yuan in the liquor market has been firmly controlled by Feitian Moutai, but there is still a clear gap in the price band of 1,000 to 3,000 yuan in Kweichow Moutai, and there has not yet been a brand with absolute competitive advantage. Moutai 1935 is largely for Seize this price band.” A liquor analyst told reporters.
At present, in addition to Feitian Moutai, the prices of Kweichow Moutai’s products-Moutai Prince Liquor, Moutai Yingbin Liquor, Hanjiang, etc. are between one hundred and several hundred yuan. These products are also facing famous wine companies such as Wuliangye Series Liquor, Jiannanchun, and Shede. competition. Kweichow Moutai is basically blank in the price range of 1,000 to 3,000 yuan.
“Moutai 1935 is a high-end product in the Moutai series, which can fill the vacant price band, which is also a good thing.” A long-term investor in Kweichow Moutai told the “Daily Economic News” reporter.
“Looking at the entire Moutai family, Moutai 1935, priced at about 1,000 yuan, is a structural product of Kweichow Moutai. There is Feitian Moutai on the top and Moutai sauce-flavored wine at the bottom. Moutai 1935 serves as a bridge between the two and serves as a bridge between the two. The key role.” A liquor analyst believes.
As a blockbuster new product, Kweichow Moutai undoubtedly has high hopes for Moutai 1935, but the target price band overlaps with Wuliangye and Guojiao 1573 and is bound to face fierce competition. “Moutai 1935 may cause fierce competition in the high-end liquor market.” A liquor analyst asserted.
However, Baijiu expert Cai Xuefei believes that Moutai 1935 will not become a large-scale single product in the short term, and will focus more on market segments. Therefore, competition with Wuliangye and Guojiao 1573 is also relatively limited.
“The original old model (Zunyi 1935) itself has certain commemorative attributes. So at present, the new model (Moutai 1935) should not be released in large quantities. It is more an upgrade to the old model, which will face the sauce Some enthusiasts and high-end consumers in the wine market sell.” Cai Xuefei said.
Before Double Festival, Moutai Increased Channels to Stabilize Prices
In Cai Xuefei’s opinion, Kweichow Moutai is about to launch new Moutai 1935 products at this time. On the one hand, it will enrich Moutai’s sub-brands and expand the sales volume of high-quality products in the market; on the other hand, it will also increase the supply of a new category before the peak sales season in the second half of the year. , To alleviate the shortage of high-end market. Said Cai Xuefei.
At present, under the background of imbalance between supply and demand and scalper speculation, the price of Moutai is high. Since last year, the price of Kweichow Moutai’s core single product-Moutai has been rising. In late August this year, the original box price of Moutai was close to 4000 yuan per bottle, and the bulk price of Moutai exceeded 3200 yuan per bottle.
After the State Administration for Market Supervision and Administration held a seminar on the supervision of the liquor market order on August 20, the price of Moutai has dropped. At present, the price of Moutai in bulk bottles is around 3050 yuan per bottle, while the price of Moutai in original boxes was once close. 3880 yuan/bottle, the price is relatively stable recently.
At the same time, as the Mid-Autumn Festival and National Day are approaching, the reporter of “Daily Economic News” also learned that Moutai is increasing its channel investment. For example, on September 10, Moutai’s direct sales channel-Hongqi Chain (002697, SZ) announced that it will launch Moutai Double Festival sales activities, such as eligible customers can participate in the lottery, after the draw, you can buy 1499 yuan / bottle 2 Bottle of Moutai. In addition, there will be a four-day double festival repurchase activity from September 18th to 21st. “This event is that they (Moutai) increased their channel launches during the two festivals, and now Moutai is also very strict on direct sellers.” A person familiar with the event revealed.
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