After the price of Baijiu announced, Kweichow Moutai Co.Ltd(600519) (600519.SH) finally sat still.
On January 2, Hongxing capital Bureau learned from several Maotai dealers that the guide prices of the new treasures Maotai liquor (hereinafter referred to as “Maotai new treasures”) and aged Kweichow Moutai Co.Ltd(600519) liquor 15 (hereinafter referred to as “Maotai liquor 15”) in Maotai series have been raised since January 1, 2022, with the highest soaring by 1000 yuan.
In an interview with the Red Star capital Bureau, some experts said that this price increase measure can improve Maotai’s profit and revenue; In addition, this is also testing the real reaction of the market to the price increase in Maotai, or paving the way for the price rise in Feitian Maotai.
dealer:
the guide price of Maotai series liquor rose, up to 1000 yuan
“Maotai company issued a document that the retail price of Maotai liquor 15 was increased by 1000 yuan.” On January 2, red star capital Bureau learned from a number of Maotai dealers that along with Luzhou Laojiao Co.Ltd(000568) (000568. SZ), Xijiu, Shede Spirits Co.Ltd(600702) (600702. SH), Anhui Gujing Distillery Company Limited(000596) (000596. SZ), Beijing Shunxin Agriculture Co.Ltd(000860) (000860. SZ) and other liquor enterprises have announced price increases for their liquor products, Kweichow Moutai Co.Ltd(600519) has also announced that the guiding prices of the two series of liquor have increased.
Specifically, the retail guide price of Maotai new treasures in Maotai series liquor was increased by 100 yuan, from 4499 yuan to 4599 yuan; The retail guide price of Maotai liquor 15 was raised by 1000 yuan, from 4999 to 5999 yuan.
Dealers in the circle of friends announced that the price of aged Kweichow Moutai Co.Ltd(600519) wine 15 increased
Compared with the price increase announced by other liquor enterprises by dozens of yuan, the price increase of Maotai series liquor is more obvious. Among the above two wines, the price of Maotai 15 directly soared by 1000 yuan, which made other liquor enterprises “catch up with it”.
Rare Maotai liquor, dealer’s drawing
Aged Kweichow Moutai Co.Ltd(600519) liquor 15, drawings provided by dealers
The staff of a Maotai store in Shanghai disclosed to the Red Star capital bureau that the price increase was notified around December 28, 2021, “specifically from January 1 this year.”
In addition, Hongxing capital bureau also inquired about Sichuan National Liquor Maotai Sales Co., Ltd., Chongqing National Liquor Maotai Sales Co., Ltd. and Zunyi Maotai self operated stores as consumers. The staff of the three companies confirmed the above price increase. “In the past, the price of Maotai 15 was 4999 yuan, but now it has increased by 1000 yuan.” Said a staff member of Zunyi Maotai self operated store.
experts say:
is conducive to improving Maotai’s profits and testing the market’s response to the price increase
On the evening of December 29, at the press conference of Kweichow Moutai Co.Ltd(600519) wine (treasure) (i.e. “Maotai new treasure”), Ding Xiongjun, Secretary of Maotai Party committee and chairman of Maotai, announced that Kweichow Moutai Co.Ltd(600519) wine (treasure) was officially listed. His official positioning for this wine is “the first high-end new product released by Maotai in the new era of high quality and strong industry”.
Cai Xuefei, an analyst in Baijiu industry, told Red Star capital Bureau: “this product is a cultural souvenir product. The main product is high-end market, and it mainly focuses on the consumer market of collection and investment, and it is not a large circulation product in real sense, so it must be limited and mainly goes to the ultra high end line.”
In CAI Xuefei’s opinion, this wine is almost on a par with Feitian Maotai.
Then, in terms of high-end brands, the price of Maotai new treasures was announced to rise when they were listed. Is flying Maotai next?
For this price increase, Cai Xuefei believes that on the one hand, it can improve the profit situation of Maotai at the level of high-end structure and optimize the high-end product structure of Maotai; On the other hand, it is to test whether the real reaction of the market to Maotai’s price increase will cause a rebound in market public opinion and pave the way for Feitian Maotai’s price increase in the future.
In addition, Ouyang Qianli, a researcher in the liquor industry, analyzed to the Red Star capital bureau that without triggering a chain reaction in the market, Maotai Group can alleviate multi-party conflicts and effectively improve revenue by increasing the price of non large single products. However, different from Cai Xuefei’s point of view, Ouyang Qianli believes that “the price increase of Feitian Maotai is an old topic. It may have been divorced from the market factors, and the pressure from public opinion should be considered. Even if the market expectation is good, it is still difficult for Feitian to raise the price.”
(Red Star capital Bureau)
