Up to 1000 yuan! The price of these wines in Moutai has risen, will Feitian follow up?

　　Zhongxin Jingwei, January 4 (Yan Shuxin) When the market is still speculating about whether the price of 53-degree ordinary Feitian Moutai wine will be raised, non-standard Moutai wine has taken a step ahead.

　　Recently, some media reported that the recent retail guidance price of Moutai wine in 15 years has been raised by 1000 yuan, from 4999 yuan / bottle to 5999 yuan / bottle; the retail guidance price of Guizhou Moutai wine (treasures), which has just been launched on the market, has also been raised by 100 yuan, from 4499 yuan / bottle to 4599 yuan / bottle.

　　On January 4, Zhongxin Jingwei learned from a number of Moutai stores in Beijing that the above news was true. "Not only Beijing, but other regions have also risen, and the official price has been adjusted uniformly." A store owner said.

　　The owner of a liquor store in Zhengzhou also confirmed the above price increase news to Zhongxin Jingwei, "We have received a notice. ”

　　It is worth mentioning that Guizhou Moutai wine (treasure) has just been listed for less than a week. On December 29, 2021, Guizhou Moutai held the Moutai "Treasure Night" and 53% vol500ml Guizhou Moutai Wine (Treasures) Conference, officially launching the product. It is reported that the wine is an ultra-high-end product positioned between the boutique Moutai wine and the 15-year-old Moutai wine.

　　Zhongxin Jingwei visited the Beijing area and found that some merchants quoted 7,000 yuan for this Guizhou Moutai wine (treasure), and needed to be booked in advance.

　　In the recent research report of Everbright Securities, it was pointed out that there is a large surplus between the factory price of 53 degrees ordinary Feitian Moutai and the batch price and the terminal price, and objectively there is room for price increases, but because the price adjustment involves the interests of the state, enterprises, consumers, distributors and other parties, the company is more cautious about the direct price increase of the wine, rather than the ultra-high-end product launched by the standard Moutai wine to meet the differentiated needs of consumers, and the pressure faced when raising the price is less than that of the 53-degree ordinary Feitian Moutai.

　　However, Zheshang Securities believes that the price increase of Pumao is still a high probability, and the time node should not be gamed, and a number of recent measures can be understood as "price increase preparation".

　　According to public reports, since September 25, 2021, Ding Xiongjun, former director of the Guizhou Provincial Energy Bureau, was elected as the chairman of the third board of directors of Guizhou Moutai, he has repeatedly released reform signals in public and promoted the reform of the marketing system and price system, including increasing investment during the Mid-Autumn Festival, carrying out "empty bottle exchange" and pilot "open bottle consumption", canceling the "booking and purchasing wine" activity of Moutai International Hotel, and canceling the "unpacking order" of Feitian Moutai.

　　"From a price point of view, considering that non-standard price increases have a limited increase in profits, the further increase in the proportion of direct sales channels will be the main direction (in line with the strategy of enhancing price control), and more marketing reforms may also be conducive to thickening performance." Zheshang Securities mentioned in the research report.

　　On the evening of December 31, 2021, Guizhou Moutai issued the 2021 annual production and operation announcement, preliminary accounting, in 2021, the company produced about 56,500 tons of Moutai wine-based wine, about 28,200 tons of series wine-based wine; it is expected to achieve a total operating income of about 109 billion yuan (of which Moutai wine operating income is about 93.2 billion yuan, series wine operating income is about 12.6 billion yuan), an increase of about 11.2% year-on-year; it is expected to achieve a net profit attributable to the shareholders of listed companies of about 52 billion yuan. The year-on-year increase was about 11.3%.

　　In the 2020 annual report, Guizhou Moutai had set its business target for 2021 as "total operating income increased by about 10.5% over the previous year". Judging from the data disclosed by Moutai in Guizhou, in 2021, the company exceeded its business targets.

　　Zhongxin Jingwei noted that on January 4, Guizhou Moutai stock price opened high and went low, turned red in the afternoon, and as of the close of 2051.23 yuan / share, up 0.06%. (Zhongxin Jingwei APP)

　　(The views in this article are for reference only and do not constitute investment advice, investment is risky, and you need to be cautious when entering the market.) )

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