High-end liquor directly opposed Moutai new product 1935 disrupted the thousand yuan market

Moutai 1935 is directly opposed to high-end liquor from other liquor companies

Yangcheng Evening News all-media reporter Cheng Xinghuan intern Xiao Yu

On the evening of January 18, the new product "Moutai 1935" of Moutai in Guizhou was officially released and listed, and the official guidance price was 1188 yuan, which was known in the industry as the mainstay product that seized the price band of 1,000 yuan. As early as the previous Moutai sauce aroma series of wine distributors conference, this product has been given a certain mission by "spoilers", in the boutique strategy of creating a series of wines, Moutai 1935 will be a pillar product, carrying a banner of a large single product.

Looking for new growth points in performance

In recent years, the retail guidance price of 1499 yuan of Moutai absolutely leading product 53 ° Feitian Moutai has not increased for several years, while the market price is hovering around 2500 yuan, and it is even more fierce in the peak consumption season. When Moutai raises prices has always been a hot topic. Under the pressure of price increases, while Moutai continues to increase limited production capacity, how to break through the performance increase is also testing the wisdom of Moutai leaders. Bypassing Feitian Maotai and frequently issuing new products, starting with a series of wines, may be one of the breakthrough points.

According to the reporter's incomplete statistics, in the past six months, Moutai has sold at least 7 new products, some of which are limited liquors for various special channels, such as Moutai 70th Anniversary Commemorative Wine, Pigeon Painting Friendship Moutai Wine, Xiangyi Wuzhou and so on. After these products are listed, the prices are pushed up to a certain extent. The bigger moves are the rare Moutai wine and the Year of the Tiger zodiac wine that have been released in the past month. The retail guidance price of the new treasure Moutai wine is 4599 yuan / bottle, and the current market price has reached 6800 yuan / bottle. After the listing of 5 kinds of Moutai Nongyin Tiger Zodiac Wine, the price has also encountered speculation, such as the 53 degree 500ml guide price of 2499 yuan / bottle, and now the market price has reached 5250 yuan / bottle.

In addition to various new products, in the series of wine echelon, Moutai clarified the 12-character brand product structure of the sauce series wine with "price matching, clear level and reasonable gradient" at the 2021 Moutai sauce series wine distributor conference, which mentioned that the thousand-yuan high-end products will focus on the "Moutai 1935" brand. This latest Moutai 1935 is blended with the base wine of the Heyixing production area, but a considerable proportion of the base wine of the core production area of Moutai wine is used. Although the guidance price is 1188 yuan, it has been enthusiastically booked before it is listed. On the second day after the launch, the market price has reached 1680 yuan, which has fallen near the original Feitian guidance price. The capital market also gave a certain recognition, on January 19, Guizhou Moutai closed at 1912 yuan, an increase of 1.04%.

The price of 1,000 yuan is fierce

For a long time, 53 degrees Feitian Moutai firmly occupies the high ground of the price band of more than 2,000 yuan, while the series of wines are mostly based on the price band below 1,000 yuan, and the pricing of "Moutai 1935" fills the gap in the price band of Moutai thousand yuan, and directly opposes the high-end liquor of other liquor companies.

On the other hand, the improvement of mass consumption capacity, many liquor companies have targeted a higher consumer price band of thousands of yuan, which is also a source of more profits. Since November last year, luzhou old cellar, wuliangye, shede liquor, liquor and other core products of many liquor companies have increased prices, and forced thousands of yuan products. Therefore, the price point proposed by Moutai in 1935 is the first to bear the brunt of the price level between Wuliangye and Guojiao 1573.

As the head liquor company second only to Moutai, Wuliangye said at the 1218 conference last year that it is necessary to continue to consolidate the market core of the eighth generation of Wuliangye with a price of 1,000 yuan, while insisting on the 2000+ liquor market to achieve a market breakthrough in the classic Wuliangye, and its core large single product, the eighth generation of Wuliangye, also quietly raised the factory price of 889 yuan to 969 yuan, an increase of nearly 9%. Luzhou Old Cellar has also recently raised the price of 52 degrees National Cellar 1573, and is expected to maintain a firm price during the Spring Festival when sales are most vigorous, so as to stabilize the price range of more than 1,000 yuan.

However, some insiders believe that although Moutai 1935 is a product of Moutai, it is not the product line and core brand promoted by Moutai, for Wuliangye and Guojiao 1573, which already have a mature business consumer group, it will take time to face the barrier, and more impact may be the thousand-yuan high-end products of second- and third-tier liquor companies.

Edit: Bao Kuo

Source: Golden Sheep Network