On January 6, the much-watched Kweichow Moutai (Jiachen Year of the Dragon) Zodiac series product launch conference was held in Liangzhu, Zhejiang, and a total of Kweichow Moutai (Jiachen Dragon Year), Moutai Prince Liquor (Jiachen Dragon Year), and Guizhou Daqu (Jiachen Dragon Year) were released.
The reporter saw from the i Moutai APP subscription page that the retail guide price of 53%vol 500ml Kweichow Moutai (Jiachen Dragon Year) is 2499 yuan/bottle, and the retail guide price of 53%vol 375ml×2 Kweichow Moutai (Jiachen Dragon Year) is 3599 yuan/box. This price also continues the retail guidance price of Kweichow Moutai (Year of the Ox), (Year of the Tiger), and (Year of the Rabbit).
Kweichow Moutai (Jiachen Dragon Year)
Immediately after yesterday, Kweichow Moutai Company announced the purchase results of 53%vol 500ml Kweichow Moutai (Jiachen Dragon Year). According to the data, more than 8.5 million people participated in the subscription, and the specific figure is 8589217.
It is reported that Moutai, the zodiac sign of the Year of the Dragon, has opened two subscription channels. First, a total of 5010375 people subscribed for Moutai in the Year of the Dragon through the channel of i Moutai "Enjoy the Covenant Moutai", and 9,476 people successfully subscribed. This is also the regular subscription channel of i Moutai on the Year of the Dragon.
Second, a total of 3578842 people applied for the Year of the Dragon Moutai through the special activity of "Jade Rabbit Farewell, Dragon Soars Nine Skies", of which 9,999 people successfully subscribed.
Today, the reporter checked the third-party second-hand platform, and the basic price was 6,000 yuan to 8,000 yuan for sale.
Another third-party platform shows that the price of Moutai in the Year of the Dragon is 7,759 yuan per bottle, and 14 people have paid so far.
Because of its collection and gift-giving attributes, Moutai Zodiac Liquor has always been a "hard currency" outside Feitian Moutai, and it will be popular among consumers every time a new product is released.
Xiao Zhuqing, an analyst in the liquor industry, believes that Zodiac wine does not need to be educated on consumer cognition, and ordinary people like to collect Zodiac wine or make gifts to others. On the other hand, the social economy has little impact on high-net-worth individuals, forming a rigid demand for high-end wine purchases, collections and gift consumption such as Moutai Dragon Year Zodiac Wine.
"For the Year of the Dragon Moutai, it is recommended that you do not rush to 'try the new', generally the price will be inflated before the Spring Festival, and it will fall back after the Spring Festival (March and April), so you can wait until the price is relatively reasonable before starting. A Moutai liquor distributor told reporters.
It is understood that the official market guidance price of Moutai in the Year of the Rabbit is also 2499 yuan / bottle, and on the eve of the official sale of Moutai in the Year of the Rabbit in 2023, the reservation price of the third-party platform reached 6000 yuan, but soon after the official release, the quotation immediately fell back to the normal level. Cai Xuefei, a liquor expert, said that the price fluctuations of new products are generally relatively large, but with the enhancement of consumers' rational awareness, the decline in the price of zodiac wine is a reflection of the return of price to value. (Chao News)