Limited supply, strong demand, the price of Moutai 1935 is difficult to come down!
Text | Selling the drunkard team
| Yu Xiaomei
Recently, the seller learned from the market that the third batch of Moutai 1935 is expected to arrive in mid-March.
However, several industry insiders interviewed agreed that from the sales of the first batch and the second batch of Moutai 1935, even if the third batch of Moutai 1935 arrived as scheduled, the terminal price of Moutai 1935 close to 1800 yuan / bottle would not fall.
1
Moutai 1935: I dare not say that "a bottle is difficult to find", but it has become a scarce product in the market!
As a strategic new product of Guizhou Moutai sauce series wine, "Moutai 1935" has not decreased in market heat since its release, however, its price has "fallen" to a certain extent.
It is reported that the factory price of Moutai 1935 is 798 yuan / bottle, and the retail guidance price is 1188 yuan / bottle.
Shortly after the release on January 18, Moutai 1935 pre-sold the second light on an e-commerce platform, and the market price shouted at the highest price of 2,000 yuan / bottle.
▲Screenshot of JD.com
Subsequently, the price of Moutai 1935 has shown a certain "decline", so far, on the two major e-commerce platforms of Tmall and Jingdong, the single bottle price of Moutai 1935 is 1789 yuan and 1799 yuan per bottle.
▲Screenshot of Tmall
Some insiders pointed out that at present, Moutai Sauce Liquor Company has put two batches of Moutai 1935 goods on the market, and its volume is about 2,000 tons.
The first batch of goods was put on the market before the press conference on January 18, sold out on the day of sale on January 19, and from January 22, Moutai Sauce Liquor Company once again distributed Moutai 1935 to the market.
However, the amount of 2,000 tons is still insufficient compared with the demand for Moutai 1935 in the market, and the situation of no stock and shortage of goods is more common.
According to traditional logic, once Moutai 1935 is released, the market will begin to have a large number of goods, and the price will fall.
But the reality is that even if the volume has been released, there are not many goods to see on the market, and there is no sign of a decline in prices.
According to media reports, there are regional distributors or wine merchants in Guiyang, Guizhou, Hefei, Anhui and other places who said: "Moutai 1935 sales are very hot, and now the store is out of stock", "Moutai 1935 is too popular, almost sold out on the day of arrival."
At this point, the official guide price of Moutai 1935 was determined to be "in the form".
From another aspect, the price of a single bottle of 1789 yuan and 1799 yuan has been identified as "reasonable" by the market, so it is unlikely that the price of Moutai 1935 will further decline.
2
Moutai 1935 lock 1800 yuan / bottle!
As of now, the price of a single bottle of Moutai 1935 on the e-commerce platform is 1789 yuan and 1799 yuan.
According to the data released by a market agency, the wholesale price of 1935 is 1660 yuan / bottle, and there are also channel prices of about 1500 yuan / bottle of Moutai 1935.
On the one hand, from the information of the market feedback, although the price of Moutai 1935 is much higher than the official recommended guidance price, consumers are indeed willing to pay for the price increase.
Industry experts believe that although it is a series of Moutai wines, the overall supply of Moutai 1935 is not fully open, and the batch and limited supply ensures the scarcity of Moutai 1935 to some extent.
On the other hand, from the actual level of the current market, thousand yuan wine has become the mainstream price band of commercial wine, the market capacity is very large, and the entire market is expected to be very good.
Previously, Moutai 1935 was identified by industry insiders as a strong competitor of the eighth generation of classic Wuliangye and Guojiao 1573, and in fact, it was also true.
Third, it is Kweichow Moutai that has high hopes for Moutai 1935, and continuous brand promotion and marketing actions have enhanced consumers' awareness of the product.
It is reported that according to the clear requirements once put forward by Ding Xiongjun, the "new marshal" of Moutai, Moutai 1935 will become a pillar product among the thousand-yuan products.
Fourth, many Moutai 1935 on the market are products that have undergone several changes of hands, and the price will naturally rise.
At the same time, online rush to buy "affordable" Moutai wine has become a "gray" industry. There are scalpers who provide robbery services at a price of hundreds of yuan per bottle, and there are technical teams that sell Moutai "spike" software.
In view of this, even if the third batch of Moutai 1935 arrives, it will not shake the current price.
In the future, with the further improvement of brand awareness of Moutai 1935, its price may even go to a new level, breaking through the limit of 1800 yuan / bottle, and re-standing at the absolute high level of 2000 yuan / bottle.
Experts pointed out that the current Chinese liquor market is like this, polarized, consumers affirm that good wine, famous wine, high-end wine is rushed to buy, Moutai as one of the best, is naturally highly sought after.