After the launch of the high-end product Maotai at the end of 2021, on January 5, Kweichow Moutai Co.Ltd(600519) (600519. SH) released another five Chinese Zodiac wines in the year of the tiger.
On January 8, the Red Star capital Bureau found that although many dealers have not received the “tiger grass”, the pre market price has been hyped by dealers. among them, the market guide price of 53 degree 500ml Maotai Lunar New Year of the tiger liquor is 2499 yuan / bottle, while the pre market price of dealers has reached 5200 yuan – 5800 yuan / bottle.
A dealer told the Red Star capital bureau that because there are many people asking for goods recently, you can pay the full amount of 5200 yuan / bottle first to ensure that you can get the goods at that time. “I can\’t get the goods until January 10, but now I\’ve pre sold 40 pieces, only 6 pieces.”
For the soaring price of tiger grass, some people in the industry said in an interview with the Red Star capital bureau that Maotai new products have just been listed, coupled with the hype of dealers, the market pre-sale price will certainly be higher than the official guidance price. Industry insiders expect that the price of will gradually fall after the Spring Festival, but the market price will certainly be higher than the official guidance price.
the goods haven\’t arrived yet, and the price of tiger grass has more than doubled
the dealer said he could pay the full amount if he wanted to take the goods
On January 5, Maotai released five Chinese Zodiac wines in the year of the tiger.
According to the information released on the official website, the market guide price of 53 degree 500ml Maotai lunar new year tiger wine is 2499 yuan / bottle, 53 degree 375ml x2 Maotai lunar new year tiger wine is 3599 yuan, 53 degree 500ml Maotai Prince wine lunar new year tiger wine is 988 yuan / bottle, 53 degree 2.5L Guizhou Daqu lunar new year tiger wine is 2888 yuan / bottle, and 53 degree 500ml Lai Mao lunar new year tiger wine is 988 yuan / bottle.
Among them, 53 degree 500ml Maotai Lunar New Year of the tiger liquor is the most concerned.
Red Star capital Bureau consulted some Maotai dealers as consumers and found that although humao had been released, many dealers did not get the goods at all. “Tiger Mao just pushed it out, and now there’s no goods in his hand.” A dealer of “Maofen house” told the Red Star capital bureau that the delivery principle of Maotai distillery is either according to the size of the dealer or whether to use it urgently. “I paid for the goods after the new product was released, but I can\’t get the goods until next weekend at least.”
The market pre-sale price of tiger grass has also begun to soar. “Since the release of tiger grass on the 5th, more than 100 people have asked me for tiger grass, but I don\’t have any goods at all.” A Maotai dealer surnamed Tian told Hongxing capital bureau that from the current market pre-sale price, it is basically between 5200 yuan and 5800 yuan / bottle, more than double the guidance price of 2499 yuan / bottle. “the price is still low, and it may rise again a year ago.” In the dealer’s view, tiger Mao, like other Maotai wines, is basically a price per day.
It is worth mentioning that although there are no goods on hand, some dealers have started pre-sale in advance. The above dealer surnamed Tian said: “I may get the goods on January 10, and the price is 5200 yuan / bottle. If you believe me, can deliver the full payment first, and I will mail it directly to you at that time. ” the dealer said that there is no need to make up even if the price increases at that time. “now 40 pieces have been pre sold, only 6 pieces.” The dealer revealed that the first batch of goods were few.
In addition, the above-mentioned dealers of “Maofen house” said that if you need goods urgently, you need to pay an appointment fee of 1000-2000 yuan first, “then you can ensure that you can get the goods.”
Red Star capital bureau also dialed Sichuan Guojiu Maotai Sales Co., Ltd. as a consumer. A staff member said, “the company does not sell liquor under the line. If you need tiger grass, you can make an appointment through the official WeChat official account.” Red Star capital Bureau has registered its official account, and now it can only make an appointment for Moutai. p align=”center” style=”text-align:left;”> ex factory value soared
insiders: some dealers are hyping
So why did the pre-sale price of tiger grass soar? After consulting the above dealers, red star capital Bureau concluded that the main reasons are:
first, Moutai Zodiac wine is also Baijiu “hard currency”, the market is often in short supply. “it was out of stock, but the market demand is relatively large, the supply is in short supply, and the price must soar.” A dealer said that since the limited sale and stable growth of market prices, Moutai Zodiac wine has the attributes of collection and gift giving, and has become another “hard currency” of Baijiu besides Moutai.
“Whenever a new Maotai lunar new year wine is on sale, both dealers and consumers hope to buy it.” At the same time, according to the practice of “ex factory value soars” of Maotai liquor, it must be expensive to buy a bottle of Chinese Zodiac liquor in the year of the tiger at this time.
second, before the Spring Festival is the traditional Baijiu season. “every year at the Spring Festival, there will be a peak period of wine use, and many wines will usher in a tide of rising prices.” A dealer told the Red Star capital bureau that before the Spring Festival in February 2021, Maotai lunar new year wine also had the experience of soaring and falling in value. “I remember that after the release of the Lunar New Year of the ox wine, the market pre-sale price was quickly fried to 8000 yuan / bottle. Then it began to fall back and stabilized at 4000 yuan / bottle, but it was still 1500 yuan higher than the guidance price of 2499 yuan / bottle.”
third, dealers hoard goods and “hype”. some dealers disclosed to the Red Star capital bureau that some dealers began to hype after understanding the above laws. “They will take the goods as dealers, and then set up a trading company, store the goods and sell them through the trading company.” In the dealer’s view, this is also the reason for the sharp rise of Maotai lunar new year wine.
“it is obvious that the speculators are dealers with supply advantages, cattle capital, and even individual professional old wine collection and investment institutions. They can get first-hand supply and distribution, and have the preconditions and foundation for speculation.” Cai Xuefei, an analyst at Baijiu industry, thinks that Moutai’s Lunar New Year’s liquor has strong scarcity and special sales channels because it is not a channel type large circulation product. “some dealers create the illusion of shortage in the market by monopolizing the supply of goods and pouring goods with left and right hands, further push up the market expectation, and then release goods in small quantities through other channels to obtain a high price difference.
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Zodiac wine mainly faces the collection and investment market
it is expected that there will be a little price reduction after the festival
“I don\’t suggest you take the goods now. After all, the price is too high.” “If you are not in a hurry, you can take it after the Spring Festival. The price may be reduced a little at that time.” Some dealers suggest that the Red Star capital Bureau consider taking the goods after the Spring Festival.
In their view, according to past experience, new products will usher in a wave of price increases after they come out, and generally start to fall after the Spring Festival, and gradually stabilize within a certain price range. “however, the market price will certainly be higher than the official guidance price.” some dealers said. In this regard, Cai Xuefei also holds the same view.
Red Star capital Bureau noted that in addition to tiger Mao, the terminal prices of other Maotai Chinese Zodiac liquor have also been rising. Among them, some dealers disclosed to the Red Star capital bureau that since 2016, the price of Maotai, the zodiac animal in the year of the sheep, has risen from about 1000 yuan / bottle to 30500 yuan / bottle. It is difficult to find a bottle, and the price has directly increased by 30 times. In addition, the price of a single bottle of lunar new year wine such as the year of the rat, the year of the pig and the year of the dog has also increased by 800-1200 yuan in the past year.
In this regard, Cai Xuefei pointed out that the Chinese Zodiac wine itself has the blessing of traditional folk culture and is also a limited product for positioning and commemoration. It mainly faces the collection and investment market. At present, when Maotai wine collection has become an investment trend, it is normal that the market price is high.
Xiao Zhuqing, a liquor marketing expert, told the Red Star capital Bureau: “Maotai Chinese Zodiac liquor is not sold to Lbx Pharmacy Chain Joint Stock Company(603883) . The people at the top of the pyramid are the main buyers and consumers of Maotai Chinese Zodiac liquor. These people will have a demonstration effect in society and are a demonstration symbol in consolidating the brand value of Maotai and Maotai Chinese Zodiac liquor.”
In addition, according to Ouyang Qianli, a researcher in the liquor industry, generally speaking, with the large-scale listing of tiger grass, the price will quickly fall back to a little higher than the actual retail price of Feitian Maotai in up to three months.
(source: Red Star capital Bureau)
