Moutai's blockbuster new product, Moutai 1935, has been in short supply since its release on January 18.
During the visit, a reporter from China Securities News learned that on the day of the press conference, Maotai 1935 with a guide price of 1,188 yuan had already "become popular before it was sold".
After the listing, some of the first batch of spot goods obtained by dealers "was sold out in half an hour, and I didn't have time to keep a little bit."
On an e-commerce platform, hundreds of thousands of people made an appointment to snap up and the goods arrived in seconds.
Industry insiders said that the scarcity of new products combined with the consumption effect of the Spring Festival peak season has made Maotai 1935 hotly hyped, and the price will drop after the new supply is launched.
Dealer:
The first batch of stock was sold out in half an hour
The popularity of Maotai 1935, which has been on the market for less than a week, is still heating up.
The guide price is 1,188 yuan, and it has now reached about 1,800 yuan, an increase of more than 50%.
A large dealer, Li Ming (pseudonym), told a reporter from China Securities Journal that the first batch of stock he got was snapped up half an hour after it went on sale. It's gone." China Securities Journal visited a number of Maotai dealers, and most of them did not have Maotai 1935 in stock.
A small and medium-sized dealer in Beijing told a reporter from China Securities Journal that he currently has a small amount of stock in his store: "The market price is 1,800 yuan, and if you order a large quantity, you can get a discount of 50 yuan per bottle. Pay the deposit first, and we will transfer the goods from the warehouse."
It is reported that from January 22nd, Moutai Maotai Sauce Liquor Company will distribute Moutai 1935 to the market again to meet consumers' wine purchase needs before the Spring Festival as much as possible.
In this regard, many dealers confirmed the news to reporters, but it will take time to get the spot.
An industry insider told reporters that large dealers generally do not have stock in their hands. It may be that their quotas have been allocated by the second batch of dealers or customers, or they may be voluntarily discontinued or absorbed.
Small dealers have relatively weak ability to withstand pressure, and need to ship before the Spring Festival to collect funds, so the motivation to ship is strong, and there is a high possibility that they will be in stock.
Hundreds of thousands of people book an appointment
After the official release of Moutai 1935, according to incomplete statistics from China Securities Journal reporters, e-commerce platforms such as JD.com and 1919 have opened pre-sale at the official suggested price of 1188 yuan per bottle.
The reporter found on the 1919 platform that the platform can reserve cheap Moutai 1935, but only for registered members of 1919 and only in Sichuan and Chongqing areas.
JD.com has also opened an appointment port for Moutai 1935 before. After logging in to your personal JD account, you can make an appointment.
According to media reports, the Moutai 1935 rush on the Jingdong platform was officially launched at 0:00 on January 20. Before the start of the rush, more than 420,000 people had made reservations.
Baijiu analyst and general manager of Zhiqu Consulting, Cai Xuefei, told the China Securities Journal that for individuals, it is not recommended to stockpile and invest in large quantities. Because the price of liquor fluctuates greatly. Although Maotai sauce wine has been in an upward cycle in recent years, it has also experienced a cyclical decline in the past, so there are still risks.”
Industry insiders: It is expected that after the fifteenth day of the first month
price will drop
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.
On December 29, 2021, the new rare Maotai wine was released, with a retail guide price of 4,599 yuan per bottle.
On January 5, 2022, Maotai Renyin Year of the Tiger Zodiac Liquor was released. There are five new products. Among them, the most popular 53% 500ml Kweichow Moutai (Renyin Tiger Year), the market guide price is 2499 yuan/bottle.
Moutai 1935, released on January 18, has a market guide price of 1,188 yuan, becoming the first thousand-yuan high-end new product in the Maotai sauce-flavored series, and is regarded as a "pillar product".
After the new product was launched, the market was enthusiastic. When the Chinese Zodiac Moutai was not in stock in the market, the market price had already been fired to 6,000 yuan/bottle, more than double the guide price.
Although the supply is still in short supply, the price has dropped significantly. According to the data of the "Today's Liquor Price" public account on January 23, the market price of the Chinese Zodiac Moutai in the Year of the Tiger has dropped to 4,600 yuan.
Food industry analyst Zhu Danpeng told reporters that from the perspective of product positioning, quality and other aspects, the market price of Moutai 1935 is within 2,000 yuan, which is more in line with market rules, and the price should not fluctuate much in the short term.
"Moutai 1935 is hotly hyped, mainly because the product is not on the market in a large area, and there is a lot of room for middlemen to hype. Once the product is listed in normal circulation, with the increase in circulation, the price may drop further. After all, it is a series of wine products, and it is difficult to long-term. Support such a high price." Cai Xuefei said that the price of zodiac wine in the Year of the Tiger is expected to drop after the fifteenth day of the first lunar month.