Following the Year of the Tiger zodiac wine and the rare Maotai wine, on the eve of the Spring Festival in 2022, another new product of Kweichow Moutai - "Moutai 1935" was officially announced.
With a market guide price of 1,188 yuan, Moutai 1935 has become the first thousand-yuan high-end new product in the Maotai Maotai series, and is regarded by the industry as the core single product in the thousand-yuan price band of liquor.
The strategic positioning of Moutai 1935 is that it is a middle and heavyweight member of "Moutai sauce, produced by shares".
At present, the price band of 1,000 yuan has become a fierce competition for major liquor brands. As a new item in the price band of 1,000 yuan, Maotai 1935 will directly compete with Wuliangye and Guojiao 1573 to compete for mainstream business reception in the price band of 1,000 yuan. crowd.
Moutai 1935 "fired before selling"?
On January 18, Kweichow Moutai officially launched the thousand-yuan product "Moutai 1935". Many group executives were the platform for this conference, which shows that Moutai executives have high expectations for this product.
As early as September last year, the unboxing picture of Moutai 1935 came out. The picture shows that the color of Moutai 1935 wine bottle is mainly red, with golden shading on the lower half, and the appearance is exquisite.
For a long time, the focus of the market's discussion of Moutai 1935 is mainly around two levels, one is the market price of Moutai 1935, and the other is its specific positioning in the Moutai product system.
"Moutai 1935, as a major product launched by Moutai, is a heavyweight member of 'Moutai sauce, stock products'." At the press conference that day, Ding Xiongjun, Secretary of the Party Committee and Chairman of Maotai Group, emphasized The strategic positioning of Maotai 1935, and revealed the origin of Maotai 1935: In 1935, Maotai's predecessor burned house exhibits won the special prize at the "Materials Exhibition of Southwest Provinces".
Moutai 1935 is the third blockbuster new product released by Moutai Liquor Co., Ltd. in a short period of time after the release of the rare Moutai liquor and the Year of the Tiger zodiac liquor.
At the 2021 Guizhou Moutai Maotai Series Liquor Distributors' Friendship Meeting held on January 5, Ding Xiongjun put forward the statement of "three sets and three pillars", which mentioned that Moutai 1935 would become the pillar of the thousand-yuan product of Maotai Liquor Company , which shows its high status in the Moutai product system.
It is understood that when it was not listed before, Moutai 1935 had already fetched a price of over 1,300 yuan per bottle in the market. Now, after the official announcement of the price, its market price has risen again, and it has risen to 1,650 yuan per bottle, an increase of nearly 40%.
In this regard, a wine merchant said, "Now the price of Maotai 1935 is inflated due to the small volume. The price will definitely come down as manufacturers increase their volume in the future."
Fill in the blank with the thousand yuan price
The market guide price of Moutai 1935 is set at 1188 yuan/bottle. This price indicates that the Maotai Maotai Maotai series wine camp has produced the first thousand-yuan main high-end product.
At present, Moutai products on the market are mainly divided into two parts: high-end products represented by Feitian Moutai; Moutai series wine products mainly including Hanjiang, Guizhou Daqu and Moutai Prince.
From the market price point of view, the price of Feitian Moutai is already around 3,000 yuan per bottle, while the unit price of the series of wine products is less than 1,000 yuan.
At the 2021 Moutai Maotai Series Liquor Distributors Conference, Moutai clarified the product structure of the 12-character brand of Maotai series liquor with "matching price, clear layers, and reasonable gradients".
Among them, it is mentioned that the high-end products at the thousand yuan level will focus on the "Moutai 1935" brand; the sub-high-end products ranging from 500 yuan to 1,000 yuan will focus on the "Han Sauce" brand; the mass products ranging from 200 yuan to 500 yuan will focus on "Moutai Prince Wine" and other wines. will serve as an aid and supplement.
"The launch of Moutai 1935 filled the gap in Moutai's price band and played a key supporting role in the improvement and filling of Moutai's product pyramid." Zhu Danpeng, an analyst in China's food industry, said that Feitian Moutai has already occupied the head of the high-end market. Ministry status, and Maotai 1935 will mainly fill the "waist" of the market.
Some securities analysts pointed out that the 3,000 yuan price band of the liquor market has been firmly controlled by Feitian Moutai, but there is still a clear gap in the 1,000-3,000 yuan price band of Kweichow Moutai, and there is no brand with an absolute competitive advantage.
Moutai 1935 was launched largely to preempt this price band.
Cai Xuefei, an expert in the wine industry, believes that Moutai 1935, as a product with a price of 1,000 yuan in the Moutai series, shoulders the responsibility of enhancing the brand value of the entire series of liquors, improving the profit structure of Moutai products, and promoting the further development of the entire series of Moutai liquors. It is to lead the series of wines to become bigger and stronger.
Data shows that in 2021, Moutai Maotai Series Liquor Company will achieve annual revenue of 11.8 billion yuan, and is expected to achieve a total profit of 5.185 billion yuan, becoming the second growth pole of Moutai's large-scale development.
According to the goal of Kweichow Moutai, at the end of the "14th Five-Year Plan", the Maotai series liquor should strive to double its revenue, accounting for more than 10% of the Maotai Group's revenue, and strive to enter the top eight national liquors, and build a brand in the whole sauce liquor. There are flagship brands with dominant and leading prices in the market.
The competition in the thousand-yuan liquor market intensifies
In the liquor market, the thousand-yuan price band has become a battlefield with fierce competition among major brands.
Since November last year, Luzhou Laojiao, Wuliangye, Shede Liquor Industry, Jiugui Liquor and other core single products of many liquor companies have increased their prices one after another, making efforts to the price band of 1,000 yuan of liquor.
Xiao Zhuqing, an expert in the wine industry, said that Maotai 1935 has a strategic vision for pricing, and directly competes with Wuliangye and Guojiao 1573 for mainstream business reception consumers in the thousand-yuan price band. This price band is the core of the Maotai brand matrix that can achieve large-scale and heavy volume. Single item.
"With Maotai and 1935 commemorative numbers, consumers will have more face whether they are giving away or drinking by themselves. The advent of Maotai 1935 will first change the category pattern of thousand-yuan liquor." Xiao Zhuqing said that the core of marketing is to do There are two key points for buying and selling: some people are willing to buy it because this wine is the Maotai wine produced by Maotai (with the commemorative number 1935), and drinking Maotai 1935 is better than drinking Maotai welcome wine, Maotai Prince wine, Han sauce or Lai The Mao wine series is still more face-saving; some people are willing to sell it because this wine is available in limited quantities, and the quantity is controlled to insure the price, so that channel partners can make money, so channel partners are also highly motivated to sell.
Yang Guang, chairman of Beijing Zhengyitang Consulting Agency, said that the listing of Maotai 1935 marks the completion of Maotai’s layout in the ultra-high-end, high-end, sub-high-end, and mid-to-high-end price bands, and the thousand-yuan price band will usher in expansion dividends.
With the upgrading of consumption and the expansion of the middle-class group, Maotai's move is intended to accelerate the price band of thousand yuan, and achieve expansion together with the strong Wuliangye and Guojiao 1573 in this price range, rather than competition in stock.
The launch of Moutai 1935 also had a certain degree of influence on the entire liquor market and sauce wine market.
According to industry insiders, the listing of Maotai 1935 will create new competition in the mid-to-low price range of sauce wine products. In addition, the competition between products with a price of 1,000 yuan will definitely intensify, but other brands may choose dislocation competition instead of uniform price. interval competition.
For Moutai 1935, which has just been listed, even if it is endorsed by Moutai, it cannot "lie down and win" in the market.
Xiao Zhuqing said that as a new product, Moutai 1935 needs to further expand the depth and width of the channel to make the channel foundation more stable if it wants to compete with the mainstream high-end famous wine core single products in the market.
Compared with competing products, the newly launched Moutai 1935 has no foundation in terms of brand.
Cai Xuefei believes that although Moutai 1935 is a product of Moutai, it is not the main product line and core brand promoted by Moutai, nor is it the main brand of Moutai.
Guojiao 1573 and Wuliangye are both well-known and well-known famous liquor brands, and the latter has a deeper brand foundation.
He believes that Maotai 1935 will have limited impact on Guojiao 1573 and Wuliangye, but will instead form more obvious competition with second- and third-tier thousand-yuan sauce wine products.
Some people in the industry believe that in the sauce-flavored series of wines, Moutai 1935 is another product endorsed by the word "Maotai", and the word "Maotai" does not always pay for consumers.
Previously, Moutai Prince Liquor and Moutai Yingbin Liquor both developed and grown after years of cultivation, and the launch of Moutai 1935 is another dilution of the Moutai liquor brand.
The key to sales is the quality of the wine, not the word "Moutai". How to operate the first thousand-yuan wine is undoubtedly a big test for Moutai manufacturers.