Kweichow Moutai Co.Ltd(600519) after the release of Maotai 1935, a new product with a heavy weight and a thousand yuan, the hot scene of short supply continues to this day. The reporter of China Securities Journal learned from the interview that on the day of the press conference, the Maotai 1935 “fire before sale” with a guide price of 1188 yuan / bottle has been purchased at a high price, and the market price has reached 1800 yuan / bottle. After listing, some dealers got the first batch of spot “sold out in half an hour, and they didn’t have time to keep a little”. On an e-commerce platform, hundreds of thousands of people made an appointment and snapped up in an instant.
Industry insiders said that the scarcity of new products combined with the consumption effect of the Spring Festival peak season made Maotai 1935 hot speculation. After the continuous supply of new products, the price will fall.
the dealer said that the first batch of stock was robbed in half an hour
Maotai 1935, which has been on the market for less than a week, is still heating up, with the guidance price of 1188 yuan / bottle. At present, the market price has been fried to about 1800 yuan / bottle, an increase of more than 50%.
Li Ming (a pseudonym), a large dealer, told the China Securities Journal that he was sold out half an hour after the first batch of spot goods he got went on sale. “It’s too hot. I haven’t had time to keep a little. There’s no spot at present, and we’re waiting.” China Securities Journal reporter visited a number of Maotai dealers and found that most of them did not have Maotai 1935 spot.
A small and medium-sized dealer in Beijing told the China Securities Journal that there is a small amount of stock in his store at present. “We also buy it from the upstream dealers. The market price is 1800 yuan / bottle. If the order quantity is large, we can give a discount of 50 yuan per bottle. If you want to pay a deposit in advance, we can transfer the goods from the warehouse.”
It is reported that from January 22, Maotai Maotai flavor liquor company will distribute Maotai 1935 to the market again to meet consumers’ demand for liquor before the Spring Festival as much as possible. In this regard, a number of dealers confirmed the news to reporters, but it will take time to get the spot.
Insiders told reporters that there is generally no stock in the hands of large dealers. It may be that their quota has been allocated by the second batch of dealers or customers and has been pre sold. It may also be the act of actively stopping or absorbing goods. Small dealers have relatively weak pressure resistance and need to ship and withdraw funds before the Spring Festival. Therefore, they have strong motivation to ship and are likely to have goods.
the e-commerce platform said hundreds of thousands of people made an appointment to rush to buy
Maotai 1935 is Kweichow Moutai Co.Ltd(600519) the third heavy new product released in a short time.
On December 29, 2021, the new rare Maotai liquor was released on the market, and the market guide price was 4599 yuan / bottle. On January 5, 2022, Maotai renyin Lunar New Year of the tiger liquor was released on the market, with a total of five new products. Among them, the 53 degree 500ml Kweichow Moutai Co.Ltd(600519) wine with the highest attention (year of the tiger in renyin) has a market guide price of 2499 yuan / bottle. Maotai 1935 released on January 18, with a market guide price of 1188 yuan / bottle, has become the first 1000 yuan high-end new product in Maotai Maotai flavor series, and is regarded as a “pillar product”.
After the release of Maotai in 1935, according to incomplete statistics by the reporter of China Securities News, e-commerce platforms such as jd.com and 1919 have opened pre-sale at the official guidance price of 1188 yuan / bottle.
The reporter found on the 1919 platform that the platform can reserve affordable Maotai 1935, but it is only limited to 1919 registered members and Sichuan and Chongqing regions. The reservation time and rush purchase time are carried out in sections, and the same user is limited to 2 bottles per month.
On the jd.com platform, the reservation port of Maotai 1935 was also opened previously. After logging in to your personal jd.com account, you can make an appointment. According to media reports, Maotai 1935 rush purchase on JD platform officially opened at 0:00 on January 20, and more than 420000 people had made reservations before the rush purchase began. After the rush purchase at 0:00, the cheap Maotai was in 1935 seconds.
On Taobao, some shops linked Zunyi 1935 and Maotai 1935 into a link, and the price of each bottle was 1399 yuan and 1799 yuan respectively. In the case of non official channels and unknown authenticity, the monthly sales volume was still more than 100 bottles, and “delivery within 30 days, expediting is not accepted, and careful shooting is required if there is time.”
the price is expected to fall after the festival
Cai Xuefei, general manager of Baijiu analysts and general manager of China intellectual property consulting, told the China Securities Daily reporter that there are three reasons for Moutai’s “high fever”. First, the financial nature of Moutai has been constantly strengthened, and there are widespread investment and speculation in the market. Moreover, the market has a good market evaluation for Moutai 1935, the predecessor of Zunyi 1935, and there are some fixed consumers. Secondly, as a thousand yuan price belt product, Maotai 1935 shoulders the high-end breakthrough strategy of Maotai series liquor, and the product value is high; Finally, at the peak consumption season of the Spring Festival, there is a strong demand for gifts in Maotai, and there is a strong demand for new consumers in the market. The combination of these factors led to the high price and hot sales of Maotai 1935.
Food industry analyst Zhu danpeng told reporters that in terms of product positioning and quality, its price should not fluctuate much in the short term.
In addition to Maotai 1935, the current market heat of Maotai liquor, the year of the tiger zodiac, is also high.
When the year of the Tiger Chinese Zodiac liquor series was just released and there was no stock on the market, the market price of Maotai liquor for the year of the Tiger Chinese Zodiac had been fried to 6000 yuan / bottle or even higher, more than doubling the guide price. At present, although it is still in short supply, the price has dropped significantly.
According to the data released by the official account of today’s wine price, the market prices of Moutai’s cow year, rat year, pig year, dog year, chicken year, monkey year, sheep year and horse year are 3930 yuan, 4250 yuan, 4250 yuan, 4100 yuan, 4150 yuan, 6250 yuan, 32000 yuan and 19800 yuan respectively, according to the data released in January 23rd. It is worth noting that the latest market price of Maotai liquor in the year of the tiger is 4600 yuan / bottle, a decrease of more than 20% compared with 6000 yuan / bottle.
“At present, Maotai 1935 is hot fried mainly because the products are not listed in a large area, and there is a large space for middlemen to speculate. Once the products are listed in the normal circulation, the price may further decline with the increase of circulation. After all, it is a series of liquor products, which is difficult to support such a high price for a long time.” Cai Xuefei said that it is expected that after the 15th day of the first month, the prices of these popular categories of wine in the market will fall.
Insiders said that for individuals, it is not recommended that a lot of Moutai Baijiu be invested. “Buying a few bottles and a box of household can be a good investment for the family, but not many more, because the price of liquor is fluctuating. Although the price of Moutai sauce is in the rising cycle in recent years, there has been a cyclical decline in the past few years, so there is still a risk.”
“The year of the ox Maotai Chinese Zodiac wine was once fried to 7000 yuan per bottle. Now the price is directly halved, and the market price is about 4200 yuan / bottle. At that time, many scalpers who hoarded goods lost a lot, and some dealers hoarded a series of wine a few years ago, which was not sold out until the second half of 2021.” A senior Baijiu practitioner told reporters.
