Chinanews client, Beijing, November 2nd (Reporter Xie Yiguan) "Has Feitian Moutai cut prices?"

　　The recent news that "Flying Moutai continues to fall" touched the nerves of many people. Has Feitian Moutai really cut its price?

Why did the market price of Feitian Moutai, which has been strong, fall?

Data map: Citizens get information at a Kweichow Moutai counter in a supermarket in Fuzhou, Fujian.

Photo by China News Agency reporter Lu Ming

Once up and up, now down and down

　　According to the wine wholesale data released by the WeChat public account of "Liquor Prices Today", since October 26, the prices of the Maotai Feitian series of multiple categories have continued to fall alternately.

　　Among them, the original box price of 53 degrees Feitian (2021) dropped from 3750 yuan/bottle on October 26 to 3,400 yuan/bottle on November 1; the price of bulk bottles dropped from 2790 yuan/bottle on October 26 to November 2660 yuan/bottle for 1 day.

Feitian original box prices and bulk bottle prices in other years also fell alternately.

　　It is worth mentioning that the boutique Moutai and Chinese Zodiac wine series have experienced significant declines in these days.

The price of premium Moutai dropped from 4,300 yuan on October 25 to 3,900 yuan on November 1 and dropped by 150 yuan in a single day on October 26; it once soared to around 7,000 yuan per bottle for the year of the ox wine, on October 30 After the plunge of 200 yuan, it fell another 50 yuan a day to 4150 yuan per bottle.

　　The wholesale price has fallen so sharply, is there any change in the retail price?

A reporter from Chinanews.com randomly consulted a number of offline Moutai sellers on the 1st.

　　"It has dropped by several hundred yuan in the past few days, and now the price of Feitian Moutai (53 degrees) is 2900 yuan, which was previously sold for more than 3,000 yuan." said a Moutai retailer in Xicheng District, Beijing.

　　In another Moutai liquor store in Xicheng District, the staff also revealed to reporters, “The Feitian Moutai (53 degrees) was sold for more than 3,000 yuan in the previous week, and now it is selling for 2,950 yuan, a drop of one or two hundred yuan.”

　　"The price of Chinese zodiac wine has also dropped. For example, the price of Chinese zodiac wine in the Year of the Ox is now 4,500 yuan. The price was much higher before." The staff member said, "The price has fallen slowly, but the price has fallen continuously in recent days. Has picked up."

Data map: original box of Kweichow Moutai.

"Unboxing Order" will be cancelled or the main reason

　　Why does the price of Moutai continue to fall? From the industry's point of view, Kweichow Moutai has been rumored to cancel the "unboxing order" recently, or it may be the main influencing factor.

　　Although a reporter from Chinanews.com asked the official customer service of Kweichow Moutai whether to cancel the "unboxing order", he said, "There is no way to reply to you."

　　However, according to a report from China Business Daily on the 26th, market news recently revealed that Kweichow Moutai will take an "unboxing order" to eliminate other liquors other than Feitian Moutai, including boutique Moutai and Moutai zodiac wine.

A person close to Kweichow Moutai said that the news is true, but the specific reason is not clear.

Another Moutai distributor said frankly that Feitian Moutai's unboxing policy implementation is not so strict.

"It has been possible to buy Feitian Moutai in boxes from official Moutai distributors in Guizhou."

　　"Some speculators saw that Kweichow Moutai allowed some varieties to be unpacked or recycled. This operation caused market speculators to panic and began to sell the stocked Moutai, which led to an increase in the supply of Moutai on the market, resulting in the price of Moutai. Phased rise and fall." Liquor expert Xiao Zhuqing analyzed to a reporter from Chinanews.com.

　　At the beginning of this year, Kweichow Moutai implemented an "unboxing order" in order to control prices and stabilize the market, requiring the Moutai store system to unbox 80% of Feitian Moutai at a price of 1,499 yuan per month.

Since then, Kweichow Moutai has adjusted the unpacking ratio from 80% to 100%.

In August of this year, the unboxing policy was once again extended to the boutique Moutai and the Year of the Ox Moutai.

　　From the perspective of market performance, the unboxing order not only failed to "cool down" Feitian Moutai, it also made the boxed Feitian Moutai a scarce product, and the price once exceeded 4,000 yuan.

Moutai carton has also become a hot spot for speculation. A Moutai carton in 2020 has been speculated to 500 yuan.

　　In addition, market analysis shows that Moutai's early-stage increase has been too large, some industries are under pressure to cash out, the overall consumption power has declined, and the consumption tax has not been "bad", which may also become factors affecting the price of Moutai.

Data map: Kweichow Moutai.

The overall rigid demand still exists

　　Regarding the falling price of Moutai, food industry analyst Zhu Danpeng told reporters, "From an internal perspective, it reflects the strong strategic planning, supervision and implementation of the implementation of the new chairman of Kweichow Moutai after Ding Xiongjun took office."

　　"From an external perspective, the ex-factory price of 900 yuan to the terminal retail price of about 3,000 yuan, Feitian Moutai has a profit of 2,000 yuan, so this time the price drop is actually to effectively compress the profits of the entire channel, and prevent some unscrupulous merchants from earning money. Too much, this is also a starting point for the entire Maotai price strategy." Zhu Danpeng said.

　　In Xiao Zhuqing's view, after the price of Moutai "squeezed out the water", it also allows more Moutai consumers to support the true supply and demand relationship of Moutai, so as to determine the true market price of Moutai, which is conducive to creating a healthy market order for Moutai. , Is conducive to the sustainable and healthy development of Moutai.

　　So where will the price of Feitian Moutai fall?

Zhu Danpeng analyzed, "The current price decline should be a phased one. The most important factor affecting prices is the leverage of supply and demand. Although there are some administrative strategies or regulations that influence prices, the overall rigid demand still exists. At that time, Feitian Moutai should still be close to 3,000 yuan, and the usual price is around 2,800 yuan, which is quite normal." (End)