The price of Feitian Moutai fluctuates again, which undoubtedly attracts the attention of the industry and the market.
According to today's wine price data, the rating of bulk Feitian Moutai in 2024 dropped on May 12, and then again on May 16. The current rating is 2550 yuan. From the perspective of terminal retail price, according to the 27th issue of the Bay Area Wine Price sorted out and released by the Nandu Bay Finance Society - New Beverage Consumption Index Research Group, the average retail price of Feitian Moutai recently was about 2739 yuan, still down from the previous issue.
In addition, this issue of the Bay Area Wine Price added the data statistics of famous liquor products such as Maopu Herbs for 12 years, Wisdom Shede, Jiugui Liquor Internal Ginseng, Red Xifeng, etc. These products also have different degrees of price inversion, and the price difference between different channels is also large, and the price fluctuation of liquor is still continuing.
The rating and terminal price of Feitian Moutai fluctuate again
The price of some channels is less than 2600 yuan
Since April this year, the topic of Feitian Moutai has remained high. Its rating has slowly rebounded after a round of decline, and recently there has been an obvious downward trend.
According to today's wine price data, the rated price of bulk Feitian Moutai will be 2550 yuan on May 16, 2024, down 10 yuan from the previous day. In fact, since the beginning of May, the rating of bulk Feitian Moutai has fluctuated between 2560 yuan and 2570 yuan, until recently it began to reach a new low.
On May 14, the monitoring data of liquor price released by Guojiu Finance and Economics showed that the rating of Feitian Moutai bulk bottles on that day was about 2540 yuan.
In the terminal market, the price of Feitian Moutai also declined slightly. According to the statistics of the latest issue of Bay Area Wine Price, the average retail price of Feitian Moutai is about 2739 yuan, compared with 2756 yuan in the previous issue, down nearly 17 yuan.
It is worth noting that the sales prices of Feitian Moutai vary greatly in different channels. In the dealer channel, the product can be sold at the lowest price of about 2550 yuan, which is the same as the rated price. In the Pupu Supermarket, the price of Feitian Moutai is still firm, with the price of 2980 yuan and the price of Hema Xiansheng is 2699 yuan.
As for the decline in the price of Moutai, some liquor dealers said that the demand for Moutai decreased after the May Day holiday, and the price of Moutai dropped significantly, which was similar in previous years. However, the difference is that the terminal price of Feitian Moutai was about 2900 yuan in May last year, and this year's terminal price dropped significantly year on year.
Price fluctuation becomes a common phenomenon
The prices of products such as Red Xifeng and Inner Ginseng Wine are in chaos
In this issue of the Bay Area Wine Price, data statistics of famous wine products such as Maopu Herbal 12 years old, Wisdom Shede, Jiugui Wine Internal Ginseng, and Red Xifeng are added. These products also have different degrees of price inversion.
Take Red Xifeng under Xifeng Liquor and Inner Ginseng under Jiugui Liquor as an example, both of these two products are products with a price of 1000 yuan, and they are high-end large single products focused on by regional leading enterprises. In recent years, they have competed with many other first-line famous liquor products.
However, from the price collected, the average retail price of the domestic ginseng wine market with a guide price of 1400 yuan/bottle is about 1130 yuan. In Huazhi Wine Shop and Wal Mart, the price of this product is up to 1499 yuan, but in other channels, the price is less than 1000 yuan. For example, the price of the dealer channel is only 900 yuan, and the price of Hema Xiansheng is as low as 890 yuan.
It is understood that the price problem of Neishen Liquor already exists, and the enterprise has also issued relevant notices for many times to maintain the stability of the price system. Last July, Jiuguijiu also announced that it would stop taking orders for internal ginseng wine. However, in fact, Jiugui Liquor has been controlling the domestic ginseng liquor since 2022, and has issued several control notices.
Jiugui Liquor said that the control of Neishen Liquor is to achieve price stability and ensure the profit of dealers. The insiders believe that the primary purpose is to reduce inventory and improve the dynamic sales of domestic ginseng liquor.
According to the financial report of Jiugui Liquor in 2023, the production volume of the internal reference series is 750 tons and the sales volume is 772 tons, but the ending inventory is 1322 tons, nearly twice the annual sales volume. It can be seen that Neishen Liquor, as a high-end large product focused on Jiugui Liquor, still faces considerable pressure in terms of price and dynamic sales.
In addition, the price of the product Red Xifeng at 1000 yuan has also fallen below 1000 yuan in many channels.
It is reported that Xifeng Liquor will launch a large single product "Red Xifeng" in 2019, and the market pricing will directly benchmark Feitian Moutai. The official website shows that the price of Red Xifeng is 1499 yuan, and the price of Xifeng Liquor Tmall and Jingdong official flagship stores is 1499 yuan. However, in other terminal channels, the price of Red Xifeng is mostly less than 1000 yuan, for example, the price of Hema Xiansheng is 920 yuan.
Xifeng Liquor has previously disclosed that in 2023, the sales of Red Xifeng series products will increase by 102% year on year, and the sales of products above 100 yuan will increase by 38% year on year. It can be seen that the Red Xifeng series is highly expected, and the price of this product has also attracted the attention of the enterprise itself. In February last year, Xifeng Liquor launched a high-profile "price protection" action, and imposed heavy penalties on dealers who disrupted the price system.
The average price of the eighth generation Wuliangye and other famous liquors dropped slightly
Secondary high-end liquor also faces the pressure of price rating
In addition to Red Xifeng and Neishen wine, the prices of the eighth generation Wuliangye, Guojiao 1573 and other first-line famous wines have attracted more attention. According to the statistics of this period, the average retail price of the eighth generation Wuliangye is about 1079 yuan, down about 17 yuan from the previous period; The average price of Guojiao 1573 dropped even more, from 1125 yuan in the previous period to 1094 yuan in the current period.
The average price of Junpin Xi Liquor and Qinghualang Liquor with the same price of 1000 yuan rose in this period. Among them, Junpin Xi Liquor rose by about 13 yuan, and Qinghualang Liquor rose by about 16 yuan. It is worth mentioning that the average price of Qinghualang Liquor has exceeded 1100 yuan for two consecutive periods, and the average price of this period is 1118 yuan, exceeding the price of the eighth generation Wuliangye, Guojiao 1573 and Junpinxi Liquor.
In terms of other products, the secondary high-end products represented by Fenjiu Qinghua 20, Wisdom Shede, Jiannanchun Crystal Sword, Shuijingfang Jingtai, Gujinggong Jiugu 20, etc. also continue to experience price fluctuations, and this price band is accelerating the internal differentiation of products. Changjiang Securities Research News pointed out that after the last round of rapid growth, the accumulation of some problems in the channel layer of the current secondary high-end development needs to be gradually digested and solved. It is mainly reflected in the pressure of rating and inventory.
High volume occupancy thousand yuan price band? Maotai 1935 changed from subscription to cloud purchase, and the rating was low
When the number of users of Moutai reached 68 million, the purchase mode of Moutai 1935 also changed. Since May 19, when Guizhou Moutai's e-commerce platform i Moutai opened the brand day activity, Moutai 1935, one of the main products of the platform, has changed the qualification mode of sampling and subscription application that lasted for two years. Reporters from the Nandu Bay Finance Society - New Beverage Consumption Index Research Group have noticed that Moutai 1935 has been transferred to the "Imagination Cloud Shopping" within the platform, that is, users of i Moutai can directly purchase the product.
It is understood that Moutai 1935 is one of the four major liquor requisitions at the beginning of the launch of Moutai, and the only Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai Maotai. However, according to the overall trend of the two years, the number of people who applied for the purchase of this product in iMoutai appeared "high opening and low going".
The reporter from Nandu Bay Finance Agency continued to observe and notice that the number of people applying for the purchase of Moutai 1935 has remained at 1000+since its launch (different stores in different regions may have differences, and specific data will not be shown before the announcement of the qualification for the purchase), and the product is in short supply. With the gradual release of products last year and the distribution of goods through other channels, the purchase volume of Moutai 1935 in I Moutai declined significantly. For example, in a store in the center of Guangzhou, the number of people who applied for Moutai 1935 declined gradually from October last year to about 100+.
The decline in the number of people applying for Maotai 1935 is related to the continuous volume of the product in multiple channels. On the evening of May 20, a reporter from Nandu Bay Finance Agency checked several e-commerce platforms and found that Maotai 1935 was basically in normal supply, but on these e-commerce platforms, except for some direct marketing channels or Maotai Maotai Maotai Maotai (self operated) flagship stores, which sold at a suggested retail price of 1188 yuan/bottle, many stores opened by liquor merchants or dealers were selling at a price lower than that price. The reporter from Nandu Bay Finance Agency noticed that at the beginning of the listing of Moutai in 1935, the dealer's rating was as high as 1600 yuan/bottle, and the rating continued to fall with the continuous high volume of products.
According to the industry analysis, Guizhou Moutai may continue to increase the dominant position of the product in the market from the perspective of the change of sales mode of Moutai 1935 in Moutai. According to the 2023 annual report data of Guizhou Moutai, other series of liquors will bring 20.629 billion yuan of sales revenue to the company. Among them, Moutai 1935 set a record of sales exceeding 11 billion yuan last year, doubling the year-on-year growth rate. In the liquor industry, sales of 10 billion yuan were broken within three years of listing, "which is very rare in the industry".
However, even though Moutai 1935 had previously gained growth by relying on the strategy of "big groups playing chess", its main competitors as a soy sauce wine product positioned as the price belt of 1000 yuan were the eighth generation Wuliangye, Guojiao 1573 and Junpin Xijiu. However, in the context of the continuous stock game of 1000 yuan price with liquor, it is not easy for Moutai 1935 to further "share" and shuffle the business reception market.
Produced by: Nandu · Wancai Society
Planner: Liu Jiangtao, Wang Ying
Coordinator: Ma Jianzhong, Chen Yangkai
Executed by: Nandu reporter Wang Jingjuan, Beibei, Qiu Kangzheng, Xiao Ziqi, intern Zheng Jieting
