"Civilian" Moutai is coming? Moutai 1935 was officially launched, disrupting the liquor market of thousands of yuan! "New Marshal" performs new reforms continuously...

The Spring Festival is restless, and Moutai new products are also explosive.

On the evening of the 18th, Guizhou Moutai officially launched the thousand-yuan product "Moutai 1935", and many group executives stood for the press conference. Ding Xiongjun, the "boss" who has just been in office for more than 100 days, said: "Among the thousand-yuan products, Moutai 1935 will become a pillar product." Some brokers believe that the wine company's card price of thousands of yuan with new products, the future with the expansion of the thousand yuan price band is expected to become the company's new growth pole.

At the end of the year and the beginning of the year, when the Spring Festival market is approaching, in less than a month, Moutai has successively released several products such as Guizhou Moutai wine (treasures), Tiger Year Zodiac wine, Moutai 1935 wine and so on. The guidance price released two weeks ago was 2499 yuan / bottle of Tiger Year Zodiac wine, which has been sold to more than 6,000 yuan on the eve of the upcoming listing, and the distributor also revealed that the first batch of goods has been "mostly booked". After the market enthusiasm did not decrease, the effective marketing strategy after the superposition of the reform and the company disclosed the performance forecast that exceeded expectations, the major securities companies expressed optimism about the Moutai market and issued a bullish research report.

Moutai new product sword refers to the thousand yuan grade wine "pillar products"

Recently, following the advent of the 2499 yuan / bottle of Tiger Year Zodiac wine and 4599 yuan / bottle of Guizhou Moutai wine (treasures), Guizhou Moutai launched a new product - "Moutai 1935" Press Conference was held at 18:00 on January 18.

It is worth mentioning that at this press conference, the leaders of the group all "stood" for the new products, including not only the party secretary and chairman of the Moutai Group, the chairman of the board of directors of Guizhou Moutai Wine Co., Ltd. Ding Xiongjun, the deputy secretary of the party committee of the Moutai Group, the general manager Li Jingren and other senior executives, but also the old leader Ji Keliang also attended the press conference, which shows that the senior management of Moutai has given high expectations for this product.

According to "Moutai Time and Space", the retail guidance price of the "Moutai 1935" market has been determined - 1188 yuan / bottle. This price indicates that the Moutai sauce aroma series wine camp was born, and the first thousand-yuan main high-end product was born. Previously, at the Moutai series of wine distributors' conference, Ding Xiongjun said: "Among the thousand-yuan products, Moutai 1935 should become a pillar product. "CITIC Construction Investment Research Report believes that Moutai 1935 series of company card space thousand yuan price point with new products, the future with the thousand yuan price band expansion is expected to become the company's new growth pole.

At present, Moutai is rich in products, and the price covers all consumer classes. It is understood that the thousand-yuan high-end products of the Moutai sauce aroma series of wine will focus on the "Moutai 1935" brand; 500 yuan to 1,000 yuan of high-end products, the main "Han sauce" brand; 200 yuan to 500 yuan of public products, the main "Moutai Prince Wine", other wines will be used as auxiliaries and supplements.

According to reports, some observers believe that the listing of "Moutai 1935" wine not only makes consumers' choices more diverse, but also adds a strong driving force to the bustling sauce wine market. Market analysts pointed out that in addition to Moutai wine, Moutai further optimizes the product cultivation of shoulder products and enriches the product line layout of the "concubine troops", which will greatly enhance the competitiveness of this head liquor company in the global market.

After Ding Xiongjun took office, reform actions were frequent

After the new "head" Ding Xiongjun took over the position of chairman in August 2021, he made frequent moves on market-oriented reforms. He has publicly stated, "Moutai wine is a commodity after all, the price formation follows the market law, affected by multiple factors such as supply and demand, it is unscientific to detach from the value law itself, Moutai will follow the market law, echo the market signal, and reflect reasonable value." ”

At the beginning of his term of office, it coincided with the Mid-Autumn Festival and national day "double festival" examination and research, Ding Xiongjun's iron fist "price control" began to bear fruit, the total market of Moutai wine exceeded 8,000 tons, each supermarket added an additional "empty bottle repurchase" link, and the "bottle is difficult to find" Feitian Moutai waved 3,000 yuan / bottle after the festival.

In addition, in order to stop the "scalper" speculation, the previous activity of staying at The Moutai International Hotel to purchase Feitian Moutai wine for 1499 yuan has also been cancelled. At the same time, the "unpacking order" formulated at the beginning of last year has also been completely cancelled, and the sale of 12 bottles/box of Moutai wine has been increased for unpacking retail.

Recently, Guizhou Moutai disclosed the performance forecast, and it is expected to achieve a total operating income of about 109 billion yuan in 2021, an increase of about 11.2% year-on-year; to achieve a net profit attributable to the mother of about 52 billion yuan, an increase of about 11.3% year-on-year, when the revenue and profit increased year-on-year, Guizhou Moutai will also exceed the target set at the beginning of the year. In March 2021, Kweichow Moutai proposed in the announcement that the operating target for 2021 was to increase the total operating income by 10.5% over the previous year. Ding Xiongjun's series of reform measures have also been recognized by the capital market at present. After he took office, the stock price of Moutai in Guizhou has changed its downward trend, rising from the low of 1558 yuan / share on August 31, and now it is close to recovering the 1900 yuan mark, and the stock price has recovered more than 20% in more than four months.

Won the brokerage collective singing more

Approaching the Spring Festival, the liquor market began to stir, and the "price increase tide" arrived as scheduled. Since January 1, 2022, the retail guidance price of Moutai new treasures has been raised from 4499 yuan to 4599 yuan, and the aged wine 15 has been raised from 4999 yuan to 5999 yuan, and the price increase trend of non-standard products in 2022 is obvious, and the price of ton wine has continued to increase.

The new model is even more popular. According to reports, on January 18, a Hangzhou Moutai wine merchant said that the first batch of Tiger Year Zodiac Moutai will be sold that night, priced at 6,000 yuan, the original box of tiger mao price and loose bottles are the same, can be booked in advance, and said "the number is not much, first come, first served." A Beijing Moutai wine merchant said that the foreign transfer of Tiger Mao in stock, priced at 6500 yuan / bottle. Its issuance guide price is 2499 bottles, and the price has soared since its inception. After 2 weeks of fermentation, the comparison with the guide price has more than doubled.

Along with the selling price, there is also the enthusiasm of investors. On January 18, northbound funds traded a net purchase of 2.335 billion yuan. Among the actively traded stocks in the Shenzhen-Shanghai Stock Connect, Guizhou Moutai traded 1.385 billion yuan throughout the day, with a net purchase of 611 million yuan, the fifth consecutive day of net purchases, during which the stock was traded by the Shanghai Stock Connect with a total of 8.476 billion yuan, with a total net purchase of 1.329 billion yuan.

Brokers are quite optimistic about the future market of Moutai and have given ratings such as "buy", "overweight" and "highly recommended". Looking forward to the future, CITIC Construction Investment believes that Moutai has a higher probability of speeding up in 2022. After the new management is in place, around the strategic goal of "double consolidation and double construction" of the group, around the main business of wine, carry out adjustment and reform of corporate governance structure, organizational structure, marketing system, product grade and price band structure, focus on standardizing the original channels, exploring the development of new retail channels, optimizing the brand price system, and focusing on returning Moutai wine to commodity attributes. In 2022, the proportion of direct sales channels and new retail channels will continue to increase, and the precious Moutai and Moutai 1935 new products will form a significant increase, and in the case of stable moutai wine in the past two years, it is conditional to maintain an increase of 8-10% in 2022, even if the price system remains unchanged, the growth rate will also increase month-on-month.

In fact, Moutai hot selling price and relatively low factory price there is still a huge profit space, Minsheng Securities believes that in the long run, under the market-oriented reform, manufacturers, dealers interest chain will be reshaped, the future company or by increasing the construction of direct channels, building cloud business platform, adjusting the price system and other ways, enjoy more price dividends.

Editor-in-charge: Tactical Constant