In recent years, every Spring Festival, zodiac wine is a topic that cannot be avoided. This kind of wine that integrates the traditional culture of the local people is gradually expanding the market size. High-end, limited, pre-sale, each word is mobilizing the enthusiasm of consumers, but "a bottle of hard-to-find" zodiac wine, as the rumors say, can you make a steady profit without losing money?
Full payment bookings are not guaranteed
"You have to pay the full amount in advance, there is no guarantee that there will be goods in the end." Before the Spring Festival, there are many dealers releasing the signal that it is difficult to buy tiger zodiac wine.
On January 5, 2022, Guizhou Moutai held a press conference for the Chinese zodiac wine in the year of the tiger, at which a total of five new zodiac products were released. Among them, the market guidance price of 53% vol 500ml Guizhou Moutai wine (Nonyin Tiger Year) is 2499 yuan / bottle. This is the eighth consecutive year that Moutai has released a zodiac series since 2014.
Before the Spring Festival, the price of Moutai Tiger Year Wine has been fried to more than 6,000 yuan, a premium of 150% higher than the factory guidance price. In many places, there have also been full bookings, and many distributors have said that they can't get the wine themselves.
The popularity of Tiger Year Wine is not surprising, many people in the industry began to estimate the market of Zodiac Wine in 2022 as early as last year, and many views believe that Tiger Year Wine may become the most sought-after one since the launch of Zodiac Wine in the past eight years.
In the circle of Moutai collectors, there has always been a saying that zodiac wine is worth more than commemorative Moutai and celebrity Moutai, and the zodiac series is the most worthwhile wine in addition to Feitian Moutai. The arrival of the Year of the Tiger is more like icing on the cake, adding a little more heat to the already hot zodiac wine market.
"Chinese believe this, the Year of the Tiger is good, and the Twelve Zodiac signs belong to the Year of the Dragon and the Year of the Tiger." Some netizens left a message, "Just let me pay the full amount to book, there is no guarantee that there is a stock, somewhat hungry marketing feeling." ”
Years ago, the robbery has deterred many consumers. Some of them simply wait for the supply of goods to be abundant in the next year before considering buying, and some simply switch to other brands of zodiac wine.
Since the concept of zodiac wine was brought to the fore, more and more brands have joined the track of zodiac wine. In the major e-commerce platforms, we can see that the wine quotation with the word "Year of the Tiger Limited" is thousands to dozens, and the variety is rich and dizzying.
The Year of the Tiger is limited, and the volume is added to the volume
In addition to Maotai, which first brought up the concept of zodiac limited wine, many brands have also made great efforts in zodiac wine this year.
For example, in the field of liquor, the year of the tiger limited liquor launched by Luzhou Laojiao has more than 500,000 post-purchase evaluations on large online shopping platforms. Unlike Brands such as Moutai who work the standard wine drawings, Luzhou Laojiao has launched a new routine, that is, the tiger-shaped bottle design, which makes the brand's Tiger Year products stand out among the ordinary bottles.
In the field of wine, Brands such as Zhangyu, West Pigeon Winery, Swan Village, and Oran have also successively launched wine gift boxes for the Year of the Tiger to target consumer groups in various fields and different budgets. Most of the limited editions of the Year of the Tiger launched by these brands are mainly based on wine labels with Tiger elements and Chinese red theme packaging boxes, or with tiger-shaped red wine plugs and red envelope shells to create a New Year atmosphere.
The beer track shows the elements of the Year of the Tiger more avant-garde, unlike liquor and wine, which generally use calligraphy and painting to increase the cultural attributes of the product, the beer uses the national tide elements, which are more prominent in the appearance and color, close to the aesthetic preferences of young people.
The entry of various categories into the zodiac wine track has made consumers choose more space, and there has also been a homogenization tendency to a certain extent. Some buyers said that the New Year gift boxes of major brands were similar at a glance, and aesthetic fatigue was about to appear.
The pricing of Tiger Year Zodiac Wine is scattered, and the low-priced Tiger Year Zodiac Wine is mostly used by consumers for self-drinking or Spring Festival banquets. The high-priced Tiger Zodiac wines, such as Brands such as Maotai, which have attracted much attention, are more out of the intention of investing in value preservation.
In fact, not all zodiac wines can maintain and increase in value, and even the Moutai zodiac models, which are generally considered to have the most possibility of hedging their value, are not all rising.
Zodiac wine really doesn't have to go up in price
"Other people's Horse Year wine rose by more than 10,000, and the Dog Year wine in my hand also lost a thousand." Some Moutai zodiac wine collectors have helplessly complained.
In 2018, the Moutai Dog Year zodiac wine was released, and the factory guidance price was 1699 yuan, and then rose to the 4000 mark. However, with the Spring Festival atmosphere passing, the volume of wine in the Year of the Dog gradually spread, and the price of a single bottle fell all the way to more than 2,000 yuan. Even now, the price of Dog Year wine is still hovering in the price range of more than 3,000 yuan, which makes many consumers who follow the trend and buy at a high level of 4,000 directly call for losses.
The same encounter also appeared in the Year of the Pig, the Year of the Rat, the Year of the Rooster and other years. When zodiac wine has investment attributes, the price of rising and falling is different from day to day. In the high-priced wine collection circle, there are even wine buyers who can draw a daily rise and fall curve for them.
"Either sell when there is an upward trend in the short term, or wait until the end of the 2025 zodiac series." Some collectors think so, "But seeing that the zodiac model has been out for so many years, I feel more and more that compared to the zodiac model, the ordinary model and the flying model are more secure." After all, since the production of the zodiac model went up, the market has begun to be difficult to figure out. ”
In 2014, Moutai pioneered the concept of zodiac wine and issued the Year of the Horse Zodiac, with a total output of 3.5 million tons. The following year, the Production of the Year of the Goat was reduced to 2.5 million tons. In the past two years, coinciding with the low point of the liquor industry, the sales of zodiac wine at that time were not ideal, and the popularity was not fully opened.
Then, as the liquor industry gradually warmed up, zodiac wine became popular, and production was greatly increased during the same period. In 2016, the total production of the monkey year increased to 650 tons, and in 2017, the chicken year model reached 800 tons. Since 2018, the year of the dog, the year of the pig and other years are 15 million tons of production.
The increase in production of the zodiac model has brought a lot of profits to manufacturers and dealers. But on the other hand, among the consumers who pay for the premium, there are voices of entanglement and even anxiety.
"Now the most valuable thing is the lowest yield of sheep year, the price to more than 20,000, out of the sale of big profits." Followed by the Year of the Horse, the Year of the Sheep, and the Year of the Monkey, the packaging indicates a small batch of blending, and the taste is better than that of ordinary models. The real quality difference, the market still recognizes. ”
Some collectors said, "In the following years, the water was released, almost every year around the Spring Festival, and then in the next six months, I saw it slowly fall." Buying is not, not buying is not, after all, all of them have started the previous year. ”
After the Year of the Tiger, there are only three years left before the introduction of the rabbit dragon snake. As the price of zodiac wine continues to rise and fall, the concept that "zodiac wine will definitely increase in price" is being changed.
Especially this year, when many brands are pushing tiger wine together, everyone's rarity of the IP of zodiac wine is declining.
Whether you can get rich with zodiac wine is still unknown, more and more consumers are turning conservative, and the word "preservation" has been mentioned more frequently.
As of press time, the market price of Moutai in the Year of the Tiger has fallen back to about 4500 yuan.