The core problem of Moutai Company is the price control of Moutai wine, which is also a problem of balancing the interests of multiple parties. The price of Moutai wine should not only consider the requirements or demands of the state, local governments and shareholders, but also consider the reputation of Moutai Company, doing well is more win-win, and if it is not done well, it will damage the reputation of Moutai.
Personally, I think Moutai may consider increasing the ex-factory price of Moutai wine in the next step. Because not raising prices is not in line with the principle of market economy, nor is it in line with the principle of common prosperity. Why is price increases conducive to common prosperity?
Because most of the income generated by the price increase will become tax revenue and belong to all the people of Guizhou Province; most of the new dividends belong to the major shareholders, and only a small part belongs to the small and medium-sized shareholders.
Moutai pricing is indeed a very controversial issue. Take 53 degrees of Feitian Moutai as an example, the current market price is almost 3,000 yuan 1 bottle, and often can not buy, but the factory price of Moutai is less than 1,000 pieces, the retail guidance price is only 1499 yuan, like Moutai this kind of wine that is not worried about selling, such a high price difference let the dealer earn away, it seems that it is not in line with commercial logic.
From a market point of view, it is logical that Moutai has significantly increased the ex-factory price, and the reason why it is difficult to raise prices may be to some extent worried about social sentiment, because in the eyes of many people, Moutai is the official wine.
Since the introduction of the eight regulations at the end of 2012, Moutai's government consumption has been greatly curbed, and now it is more commercial consumption, and the consumption and investment needs of the private wealthy class are also very large.
Why is Moutai so cautious about raising prices? Because it involves the interests of multiple brands.
The last price increase of Moutai was in 2018, and it has been more than 3 years. On the one hand, the price of Moutai wine involves the interests of the government, enterprises, shareholders, distributors and consumers, and cannot be decided on the head. On the other hand, as the head enterprise of liquor, Moutai is even more cautious about price increases.
In the past two years, the prices of major brands of liquor have caught up all the way and have approached the Feitian guidance price. Wuliangye, Guojiao 1573 and Feitian are only one hundred, and Qinghualang is raised to 1499 and Is the same as Feitian... As a leading liquor enterprise, Moutai is not only the price benchmark of sauce wine, but also the price benchmark of liquor. Once the price of Moutai is raised, the price of a number of liquors may also rise.
Therefore, from the perspective of the liquor market, Moutai wants to raise prices, and there are too many things to consider!