Baijiu consumption season is approaching, Baijiu price surges coming?
On December 22, the surging news reporter contacted many Maotai stores in Beijing, Shanghai and Guangzhou and learned that at present, the market price of 53 ° 500ml Feitian Maotai bulk bottle is about 2800 yuan, while the market price of the original case is mostly 3400 yuan / bottle, and the price of unpacked whole case is lower, about 3200 yuan.
"It's 200 more expensive than last month," said a staff member of a Maotai store. Feitian Maotai is "one price a day". Another Maotai dealer believes that whether the price will rise before the Spring Festival is "hard to say, but in principle, the price will rise when the amount of wine is used".
On the same day, the official dealers of Maotai in Renhuai City, where Maotai town is located, and in Shanghai, Nanjing, Guangdong and other places told surging news reporters that at present, the ex factory price and market guide price of Feitian Maotai have not changed, and said that they have not received the price adjustment notice of the group.
For the recent rise in Moutai's Baijiu Moutai, Cai Xuefei, a liquor industry analyst, believes that with the arrival of the Spring Festival consumption season, the demand for Moutai in the banquet and gift market will further increase, which will inevitably enlarge demand, resulting in price increases. He said that the price rise of Maotai during the Spring Festival is the result of market supply and demand and should be regarded as a normalization phenomenon, but this phenomenon further offsets the price control measures insisted by Maotai Group and is not conducive to the long-term price stabilization policy of Maotai.
It is understood that the ex factory price of Feitian Maotai has been maintained at 969 yuan / bottle since 2018, and the official recommended end market guide price is 1499 yuan / bottle. However, due to the strong market demand, there are few channels in the market that can be purchased at the original price. Even if Maotai Group provides several reservation channels, the phenomenon of "one bottle is difficult to find" is still difficult to alleviate.
The official account of Kweichow Moutai Co.Ltd(600519) is to make an appointment to make the wine system. Consumers should make an appointment to register for the purchase of various specifications of Moutai liquor in the public number designated by Kweichow Moutai Co.Ltd(600519) liquor. A consumer posted a successful screenshot of winning the lottery on the microblog, saying that he "made an appointment for a year and finally got an appointment".
In addition, since October 1, 2020, Kweichow Moutai Co.Ltd(600519) e-commerce direct sales channels have been implemented, and tmall, Suning, JD and other e-commerce platforms have successively liberalized the original price to rush to buy or make an appointment for Feitian Maotai wine in that year. However, because the number of appointments often far exceeds the inventory, it is still difficult for ordinary consumers to buy Feitian Maotai wine of 1499 yuan.
Previously, Ding Xiongjun, the new chairman of Maotai, said at the Kweichow Moutai Co.Ltd(600519) shareholders' meeting held on September 24 that from a market perspective, the price formation follows the market law. Affected by multiple factors such as supply and demand, Maotai will follow the market law, echo the market signal and reflect the reasonable value.
In fact, Maotai Group has made a lot of moves after the change of command. This month, Maotai Group put 12 bottles of Feitian Maotai Liquor on the market and completely cancelled the "unpacking order". In this regard, a Maotai store dealer once told surging news reporters that this move may make the market more rational. It is expected that the prices of the original cases of Feitian Maotai and bulk liquor will continue to fall. Recently, the market rumor that "Maotai shareholders can buy two bottles of Feitian Maotai at a fair price" has driven the market's price expectation of Feitian Maotai.
In this regard, Cai Xuefei explained that under the current situation of imbalance between supply and demand of Maotai liquor, the measures taken by the new chairman may increase the price of Maotai in the short term, but in fact, in the long run, it is of positive significance to stabilize the price of Maotai.
Southeast Qianhai research report said that last week Luzhou Laojiao Co.Ltd(000568) Guojiao informed that it was suggested that the quota supply price in the 52 degree Guojiao 1573 classic terminal channel should be increased by 70 yuan / bottle. With the implementation of Luzhou Laojiao Co.Ltd(000568) price increase, Wuliangye Yibin Co.Ltd(000858) and Maotai price increase are expected to be implemented gradually.
In fact, Wuliangye Yibin Co.Ltd(000858) price increase seems to have shown signs. In December 18th, Ceng Congqin, general manager of Wuliangye Yibin Co.Ltd(000858) group and chairman of the stock company, announced the five major marketing tasks in Wuliangye Yibin Co.Ltd(000858) 2022 during the "1218 co construction and sharing conference". It was mentioned that Wuliangye Yibin Co.Ltd(000858) will adhere to the balance between supply and demand. "Consolidate the core position of the eighth generation Wuliangye Yibin Co.Ltd(000858) thousand yuan price and bring the market of the largest Baijiu" to the super high-end liquor market.
In this regard, Everbright Securities Company Limited(601788) is interpreted as Wuliangye Yibin Co.Ltd(000858) the recent rating of pu58 generation has warmed up, the channel and terminal inventory are stable, and the rating is expected to increase in the subsequent Spring Festival peak season.
As of the closing on the 22nd, Kweichow Moutai Co.Ltd(600519) (600519. SH) rose 0.48% to close at 2048.00 yuan.
(surging News)
