6,000 yuan dropped to more than 3,000 yuan, the price of rabbit grass has been cut, and the most expensive zodiac wine has exceeded 30,000

"Winning the rabbit grass in the January 8th session, the price is right, and those who are interested will chat privately." After receiving the notification text message of the successful application of Kweichow Moutai Rabbit Chinese Zodiac Wine, the Hangzhou girl Xiaolu changed hands and sent a circle of friends.

Since its listing on January 5, Rabbit Mao has become a hot topic on major social platforms. Some people have decided to collect the zodiac wine series, and some people plan to make a quick shot like Xiao Lu. For this "rabbit", Moutai has also done its homework, in addition to the first application on Moutai's official digital marketing app "i Moutai", it also opened meta-universe sales for the first time.

From the first Chinese zodiac wine in 2014, to this year, Moutai has successively released 10 zodiac wines, how are their sales? What is the market value?

Less than a week after its launch, the price was cut

In the circle of friends of the Moutai dealer boss, Rabbit Mao is known as "rogue rabbit", because in less than a week on the market, the price has dropped from the highest point of nearly 6,000 yuan to the current 3,000 yuan more, but it is still higher than the official market guidance price of 2499 yuan / bottle, "This price is stable in the short term, there are already signs of rebound, but in the long run, it will still go further lower." ”

From the beginning of its birth, Moutai zodiac wine aimed at the gift market of the Spring Festival. It was launched in 2014 after the introduction of the "restriction of consumption of the three gongs" policy, also to make up for the decline in sales of Feitian Moutai. According to the old Luo's understanding, although the official did not say directly, it is recognized in the industry that the wine used in the zodiac wine is basically the same as the 53-degree Feitian Maotai, "Last year's was even slightly better, the proportion of aged wine was higher, and the mouth was softer." ”

In addition to this, the zodiac Moutai uses different packaging. For example, the main color of the rabbit bottle is "sky is green", the above "Jade Rabbit Chengxiang Picture" was specially created by Yu Wenjiang, vice president of the National Academy of Painting of China, and the wine inscription was inscribed by Wang Dan, vice chairman of the Chinese Calligraphers Association.

Even so, after the Spring Festival, the sales of zodiac wine will be greatly affected. "These years have basically reached a high point on the eve of the Spring Festival, and then all the way down, we expect the price of Rabbit Mao to be around 3,000 yuan by the Mid-Autumn Festival, which is similar to the ordinary 53-degree Feitian Maotai." Locke said.

Of course, every year when the zodiac wine first comes out, because the supply is not sufficient, the market will still hype a wave. Last year, the price of a bottle of Hu Mao reached nearly 7,000 yuan, and then it also fell all the way, and now it is around 3,300 yuan.

Compared with Hu Mao, Rabbit Mao did not perform very well as soon as it was listed. The reason is that Moutai officially increased the volume, and since last week, a large number of rabbit grass has poured into the market, resulting in a situation of oversupply.

Taking early adopter metaverse marketing as an example, during the New Year's Day, Kweichow Moutai launched a new metaverse app "Xunfeng Digital World", launching 29,999 servings of Moutai zodiac wine. Users who do tasks, earn points, and compete for rankings in the App may obtain digital collectibles and exchange them for the right to purchase Chinese zodiac Moutai wine.

Up to now, this app has fallen below 2 points in the application market, and complaints have focused on login bugs, poor playability and experience, krypton gold games, etc.

The most expensive zodiac wine has exceeded 30,000, but most of them have no premium

Since 2014, one a year has been released, what about the price of other zodiac Moutai? On Jingdong, Kweichow Moutai officially sells the 6-piece set of zodiac signs (horse, sheep, monkey, chicken, dog and pig) for 82,919 yuan, but the singing protagonist is actually the first two bottles, horse hair and fescue, which are priced at 24,279 yuan and 38,999 yuan respectively, adding up to more than 63,000 yuan.

In the dealer channel, the price of the Moutai zodiac set is much cheaper. A dealer's quotation is, including rabbit grass, a total of 10 bottles of Moutai zodiac wine, the total price is about 83,000 yuan, of which horse grass 20,000 yuan, fescue 30,000 yuan, also occupy the lion's head, the rest like monkey grass in about 5600 yuan, chicken grass to cow grass are about 3700-4000 yuan, the price of tiger grass and rabbit grass in the past two years to the next step.

"The price difference is mainly related to the output, horse grass and fescue are about two or three hundred tons, monkey grass is more than 600 tons, and by dog grass it will exceed 1,500 tons." The dealer said, "This year's production of rabbit grass is said to have hit a new high, so the price will definitely not go up." ”

"When horse and fescue came out at that time, many of them were drunk, and the stock was relatively small. Moreover, these two wines have a small defect in design, and the bottle cap is easy to break, resulting in faster volatilization. Luo said that the current market has very high requirements for the collection of these two Moutai products, and often the weight of the wine stored is more than 900 grams before someone will collect it.

As for other Moutai zodiac wines, the market price of itself is not significantly different from that year's 53-degree Feitian Moutai. For example, Feitian Moutai in 2017, the market retail price is about 3,500 yuan, and the price of chicken grass is around 4,000 yuan.

Digest production capacity with the help of cultural and creative wine

Moutai has always defined zodiac wine as "one of Moutai's most competitive cultural products". Driven by it, liquor brands including Wuliangye and Gujing Gongjiu have launched zodiac wine series. In Jingdong, the 52-degree 500 ml Wuliangye Rabbit Year Zodiac Commemorative Wine activity price is 2499 yuan, and the sales volume of liquor above 2000 yuan can only rank 28th, far less than the regular models of major brands.

In addition to the zodiac, these liquor brands are also constantly giving products cultural and collectible attributes. For example, in order to commemorate the 1855th anniversary of Guan Gong's birth, Moutai specially launched the famous "Guan Gong Wine", a set of four models representing "Zhongyi Renyong", and specially selected Jingdezhen porcelain with mahogany screens, as well as a set of collection certificates.

"But in the end, the market didn't buy it, everyone valued the wine inside, and the outer packaging was not the point." Luo said, "Over the years, as the amount of zodiac wine has become more and more large, the funds have been tired. ”

The fundamental reason for the baijiu brands represented by Moutai to dig out their hearts to create cultural and creative liquor is to digest the increasing production capacity. Last year, Kweichow Moutai announced that it planned to invest 15.516 billion yuan to expand production capacity in the next two years. The data shows that in 2021, the actual output of Moutai base wine and series wine base wine was 5.765 tons and 28,200 tons respectively, an increase of 46.7% and 36.9% respectively over five years ago.

How to digest these increased production is a difficult problem in front of every liquor brand, and the cultural and creative wine of the zodiac category is undoubtedly one of the most important options. (Source: Urban Express)

Editor: Sun Feifei