The world is so crazy, obviously many people are poor, but they are obsessed with pursuing those high-priced luxury goods, and some people prefer to maxed out their credit cards, which shows the magic of some luxury goods in the hearts of ordinary people. Of course, these luxury goods also have a certain value, and they can satisfy some vanity, and even show their identity and status in the hearts of some people who do not know how to do it, and they can also trade out for some money when they have no money in hand. In contrast, many ordinary goods only have use value, and they can only be used when they are bought, and it is impossible to sell them again.
The same is true of many high-end liquors at present, many people buy these wines and put them in the cabinet to decorate themselves, showing off their wine and strength when they are entertained. But then again, if you really have the strength, then take the good wine in the cabinet to receive the guests, why take out unknown wine or loose wine from other places? It's still about satisfying your vanity.
However, for high-end liquor, there are really no famous bags, famous watches, famous shoes, famous cars have luxury positions, famous bags can be carried on the body, famous watches can be worn on the hands, famous shoes can be worn on the feet, and famous cars can be driven directly. And famous wines, except on the home and wine table, there really are not many occasions to show off.
In addition to the play attribute, luxury goods have more or less value-preserving properties, and some luxury goods can be sold after a period of time, and can even make some money, which is why many people are willing to pursue such goods. However, for the change in the value of such goods, it depends more on cognition and capital. The more people who know, or the greater the capital that pushes, its value will be driven at this time. Of course, for the owner of such goods, it also depends on its trading attributes. Brand wine with limited awareness, even if there is capital speculation, but not many people are interested, this kind of wine has become a speculation for capital to entertain itself.
For this wine, we should stay away, the farther away the better. Because they will use very tempting publicity advertisements in various media, saying that they are 100% real vintage wine, 100% pure grain solid brewing without additives, through such a gimmick, so they mark the price of hundreds or even thousands of yuan, and then brag everywhere, saying that they can complete tens of billions of sales in ten years. If you don't buy my wine, you don't know how to drink alcohol, and you will only miss the opportunity to drink good wine. In the future, this wine will become more and more expensive, and when the time comes, you can only beat your chest if you can't afford it.
For their kind of propaganda and marketing, in fact, a condition is needed to support, that is, there must be at least 1 trillion people in China, and everyone has the current consumption power of the Chinese people, otherwise how can there be so many fools to coax them? Therefore, for brand luxury goods, it refers to the head brand, for those little-known small brands, it is okay to exert some heat in a small circle, and there is only grandstanding and shame in the large circle.
Compared with small brand wines that wineries and wine merchants entertain and hype, big brand wines only have more markets, recognition, and channels, and this allows consumers to buy their goods and trade better. However, for this type of luxury goods, because it relies heavily on brands, brand management is important for value protection. For wine companies, quality and output are strictly limited, and foreign whisky is operated in this way. In contrast, liquor companies do not operate in this way, and many brand wines have increased prices, expanded production, and reduced quality. This makes me worry, once the capacity is overcapacity and the market demand becomes smaller, how should these wine companies face it?
I remember that in the late 90s, the development of drunkard liquor reached its peak, and drunkard liquor at that time was more expensive than Moutai liquor at that time. However, with the decline of the drunkard brand in the later period, the value of drunkard wine has also been greatly reduced, and now the drunkard liquor has been bottled old wine for more than 20 years, but its price is less than 2,000 yuan, far less than the new Feitian Moutai wine.
In fact, from a certain aspect, we can't judge who is leading the liquor industry in ten years, and this is why I don't recommend that people save too much brand high-end wine. At present, liquor has entered an adjustment period, and the current cold wind has limited impact on first- and second-tier brand wine enterprises, but it has caused a great impact on fourth- and fifth-tier brand wine enterprises. But this wave of impact will continue, and may eventually affect the first and second tier wine companies at the head. At present, some second-tier wine companies, in order to protect the price system of their own products, in addition to strictly controlling channels, the factory sticks to the repurchase price, once the distributor can not hold on, a large number of channels to sell goods or sell the goods to the factory, so I don't know how long the winery can last. But to be honest, the collapse of such goods is instantaneous, the day before the wind and snow, the next day the wall is broken.
For luxury goods with strong brands, due to the promotion and widespread recognition of capital, they have certain financial attributes. However, for financial attribute goods, it is not necessary to have a strong brand, and some scarce and universally recognized goods also have this attribute, such as precious Chinese herbs, gemstones, jadeite and so on that are easy to store.
Different from precious Chinese herbal medicine, gemstones, jadeite, the former needs a strong brand to show value, the latter more look at quality and scarcity, many of these goods do not look at the brand, some even have no brand, such goods in the small circle of hot play, the price is more against the sky. Compared with brand luxury goods, they have stronger value retention and playability.
Among baijiu, there are also such products, that is, aged old wine. Compared with branded high-end wines, aged old wines are a non-renewable commodity, and as these aged wines are promoted by various capitals, their value is also rising.
Speaking of this, it leads to a question, that is, why the value of aged old wine is promoted by many capitals, the main reason is not that the wine is more and more fragrant, but the liquor produced in the 80s of the last century, many distilleries are produced in accordance with the high-end wine process, and at the same time, many wineries in that period are implementing a very special process, the brewed wine has a unique flavor, and now the related wineries have declined, this flavor has become famous, and this is also the reason why it is respected by capital.
In contrast, since the mid-90s, many local wine companies have declined, and some wine companies have fallen to the point of continuing with alcoholic wine, and good craftsmanship is more only retained in the head famous wine companies, and this is the reason why the value of liquor of many local famous wine companies in that period was not recognized, but this promoted the price of aged old wine in the 80s.
Although aged liquor is as non-renewable as gemstones and jadeite, it has a serious problem. That is, there are too many frauds, and the identification difficulty is greater than jadeite and jade, the current jadeite and jade have a very scientific and perfect identification system, and some counterfeiting of aged old wine can even reach a state of no solution.
In 2022, 1/3 of the old wine samples I exchanged with old wine lovers were old wine that had been manipulated. For old wine lovers, there is more or less the ability to identify old wine, and the old wine merchants who supply them are old wine merchants who do not actively sell fake wine, but they all often overturn in the old wine of their hands and feet, which shows the difficulty of identifying old wine with hands and feet.
When it comes to old wine that is done with hands and feet, it belongs to the most difficult category of old wine, many bottles and packaging are real, and the original wine is only half or one-third of the wine, so the counterfeiter pours other wine into the bottle through technical means. For this type of wine, unless you have strong identification experience and look carefully, it is easy to get shot. And this wine also tastes like old wine, but it is not as complete and full as the taste of old wine, and sometimes at the wine table, not very experienced old wine connoisseurs, and even can't drink the wine body problem.
Over time, this problematic wine will become more and more problematic, which is why I previously did not recommend new drinkers to try old wines. Because the water in it is too deep, you are a new player, and you don't know a few people in the circle, how do you play? How to find aged wine that has not touched hands and feet.
Speaking of which, some people will question, buy old wine and pay attention to the channel. However, it should be noted that the channel of old wine is different from new wine, because the new wine is in production, the distillery can directly produce goods and sell it through designated channels, and the distillery also has a corresponding anti-counterfeiting department, from the production end to the channel distillery can maintain the authenticity of this product. Just like Moutai wine, although there are many fake Moutai at present, we can buy real Moutai to buy it.
Old wine is different, when the old wine is not on fire, there is no fake wine in this field, because there is no artificial fake. At the beginning, the supply channels of old wine were all local sugar and wine stations, and many local sugar and wine stations had a lot of old wine inventory. But with the goods of these channels being consumed ten years ago, and the old wine collected now has basically been turned over many times by various people, how can we be sure that these wines will not be manipulated?
Nowadays, whether it is a large appraisal agency or a small appraisal wine merchant, they are facing the pressure of getting the authenticity of old wine, and the counterfeiting methods are emerging one after another, and the identification is becoming more and more difficult. In this, the only reliable channel is some big bosses to ship, some big bosses' old wine are more than ten years of advanced goods, in the middle has not been touched, the probability of these wine problems is very small. And this kind of supply is actually very small, in the rich circle, how many people sell old wine with this little money?
And this is also the reason why some old wine appraisers change to sell new wine, because the circulation of old wine has become less, and the shrinking market cannot meet their survival, so they withdraw and choose other wine sales. Some old wine merchants encounter some brands of good vintage old wine, even if they don't want it, mainly because this wine has a high probability of running wine, the current sudden appearance of so many good wine, there is a very high probability of being injected with liquid. Although there is a 10% chance that it is the best old wine, they are still reluctant to risk it.
At the consumer level, many players who play early have stopped receiving alcohol, and many players only play at the old wine merchants who have a better relationship in the circle, see the right buy point, and do not touch the unfamiliar ones at all. At this time, you will find that the old wine has become a circle, and the powerful old wine merchant, just play with that group of rich people, you can meet your own life, and his supply is only transferred among the rich. For such an old wine merchant, I also know, he does not accept wine from unknown people, nor does he sell wine to people he does not know, even me, only know him, and cannot get goods from him.
So that's why I don't recommend new players to play this space, and this also hurts the value of old wine in a way. In fact, for scarce commodities, the difficulty of authenticity identification is a major factor in whether its value can be value-added, and if it is too difficult to identify authenticity, its value will also be affected.
Of course, for those aged liquor that has been touched, it is still very popular in the market. Many white hotel shops need to decorate their facades with old wine, and they will not drink these wines. And those old wines that have been touched, the average person can not see it, many wines are perfect, the selling price is not very expensive, put it in the store or display at home, very pulling. In a way, this kind of old wine can still satisfy the vanity consumption psychology of many consumers. In fact, from this point of view, you will find that the use attribute of aged old wine slowly changes from the original drinking to play.
Therefore, for luxury goods in baijiu, mainly branded high-end liquor and aged old wine. Branded high-end wines need brand support value, and once their brand appeal weakens, their commodity value will be affected; The value of aged old wine is stable because of scarcity, but there are too many old wines that are currently being manipulated, and it is difficult to get old wines without problems, which also makes it a certain distance from the people. In general, for liquor luxury goods, I personally do not recommend that the people play, the people who sell alcohol can help them sell the wine at the whole point, why do we buy wine want these? Luxury liquor is too limited in the occasions that can appear in life, and it is better to buy a famous bag and watch. In fact, compared to these, I prefer down-to-earth consumption, more money is stored in hand, can do a lot of meaningful things, there is really no need to invest in these luxury goods, and often worry about it. Finally, regarding my understanding of the luxury attributes of baijiu and my suggestions to consumers, what do you think as a drinking friend and the industry? Welcome to leave a message in the message area, we will discuss together.