Zhongxin Finance, January 11 (Reporter Xie Yiguan) The annual zodiac wine is the "highlight" of Kweichow Moutai. As the Chinese New Year is approaching, Kweichow Moutai has also launched the Year of the Tiger zodiac wine in a timely manner this year, but the price is also very high. "prestige".

"Humao" is in full swing, and the pre-sale price is as high as 7,000 or 8,000 yuan

　　According to the official news from Kweichow Moutai, this year, four brands of Moutai have launched a total of 5 zodiac wines for the Year of the Tiger, the prices are: 53%vol 500ml Kweichow Moutai (Renyin Tiger Year) The market guide price is 2499 yuan/bottle, 53%vol 375ml X2 Kweichow Moutai (Renyin Tiger Year) is 3599 yuan/bottle, 53%vol 500ml Moutai Prince Liquor (Renyin Tiger Year) is 988 yuan/bottle, 53%vol 2.5L Guizhou Daqu (Renyin Tiger Year) is 2888 Yuan/bottle, 53%vol 500ml Lai Mao Liquor (Renyin Tiger Year) is 988 yuan/bottle.

The Chinese Zodiac Moutai wine exhibit in the Year of the Tiger.

The picture is from the WeChat public account of Moutai, Guizhou.

　　Among them, the most concerned is the 53%vol 500ml Kweichow Moutai Year of the Tiger zodiac wine. Although the market guide price is set at 2,499 yuan per bottle, a reporter from Zhongxin Finance and Economics found that the current market price has doubled.

　　On an e-commerce platform, the reporter noticed that the price of 53%vol 500ml Maotai Chinese Zodiac wine is more than 5,000 yuan, and some are even as high as 7,000 or 8,000 yuan, and the delivery period is generally longer.

　　The customer service of a store selling 53%vol 500ml Maotai Tiger Year zodiac wine told reporters, "The product is a pre-sale and will be shipped within 30 days after payment, but as long as payment is guaranteed, you can get the goods."

　　Although online sales have begun, the reporter consulted a number of offline stores, and merchants generally reported that Kweichow Moutai Tiger Year zodiac wine has not yet arrived.

　　"Because it has not yet arrived, the sales price and sales method have not yet been determined." A staff member of an offline store told Zhongxin Finance reporter, "The market generally predicts that the price will be more than 5,000 yuan, compared with the price of ox zodiac wine. more expensive."

　　As for the online sales price of 7,000 or 8,000 yuan, in the opinion of the staff member, "It's all pre-sale now, and the merchant's price is uncertain. The 7,000-8,000 yuan is also the price of speculation, and the specific price depends on the market."

　　Under the high attention of the zodiac wine in the Year of the Tiger, according to the above-mentioned staff, "people have been calling to inquire every day recently."

　　In addition, it is worth mentioning that a number of Kweichow Moutai directly-operated stores told reporters that even if the stores are in stock, they need to draw lots on the WeChat public account of Kweichow Moutai Sales Co., Ltd., and they can only be purchased offline. For the Year of the Tiger zodiac wine, all wines are like this.

Why is the price of Chinese zodiac wine soaring?

　　Regarding the high pre-sale price of Kweichow Moutai zodiac wine for the Year of the Tiger, liquor industry analyst Cai Xuefei told reporters, "The zodiac wine itself is blessed by traditional folk culture, and it is also a limited-edition commemorative product, mainly facing the collection and investment market. With wine collecting becoming an investment trend, it is normal for market prices to be higher.”

　　At the same time, "because the Year of the Tiger zodiac wine has just been launched and the Spring Festival is approaching, the market has an atmosphere of curiosity and onlookers. In addition, it has not yet been circulated on a large scale, and the buying behavior of new products is concentrated, and the scarcity value is further highlighted, resulting in high market prices." Cai Xuefei said .

　　As for the market hype behavior mentioned by dealers, in Cai Xuefei's view, the hype parties are mostly sellers with advantage in supply, scalper capital and even individual professional old wine collection and investment institutions. They can get first-hand supply and realize distribution. , has the conditions and basis for hype.

On an e-commerce platform, most of the merchants selling Kweichow Moutai zodiac wine for the Year of the Tiger are auction shops.

Subsequent prices may fall

　　Although the online price has been fired to seven or eight thousand yuan, Cai Xuefei believes that with the normal circulation of products, the supply continues to increase, and the demand continues to normalize, the price may gradually fall after the Spring Festival peak season.

　　An obvious example is the 53%vol 500ml Kweichow Moutai zodiac wine with a market guide price of 2499 yuan/bottle.

When it was first released, the pre-sale price was over 7,000 yuan per bottle, but as wine merchants arrived one after another, the market price kept falling, and then stabilized at around 5,000 yuan.

　　According to data provided by market institutions, the price of Kweichow Moutai zodiac wine for the Year of the Ox has fallen below 4,000 yuan.

For the zodiac wines of other years, except for the zodiac year of the horse and the year of the sheep, the market price of the original box is still more than 20,000 yuan, and the rest are below 7,000 yuan.

Force high-end "curve price increase"?

　　Recently, many wine companies have raised prices for their mid-to-high-end products. As the "wind vane" of industry prices, Kweichow Moutai, although still on hold, has frequently made efforts to high-end products.

　　At the end of 2021, 53 degrees 500ml Kweichow Moutai (treasure) will be listed, and Kweichow Moutai will set the tone for it "the first high-end product released in the new era of high-quality and strong industry", which is interpreted by the outside world as Moutai's "curve price increase".

According to media reports, the retail guide price of 53 degrees 500ml Kweichow Moutai (treasure) is 4599 yuan/bottle.

　　Now the Year of the Tiger zodiac wine is released earlier than in previous years. "This can not only meet the market demand for investment in wine collections during the Spring Festival, but also meet Moutai's purpose of continuously improving its brand image and enhancing the high-end value of the brand." Cai Xuefei pointed out.

Kweichow Moutai stock price chart.

　　Despite the successive launch of high-end products, Kweichow Moutai's share price has not been boosted.

After experiencing the "Three Lian Yin", on January 10, Kweichow Moutai's share price strengthened, closing up 1.24% at 1,966 yuan.

(Finish)