8.5 million people subscribed, and "Longmao" still plummeted

作者 | 叁拾贰.     来源 | 首席品牌观察

The person who grabbed the "Dragon Mao" made a net profit of 5,000?

In the new year, some people use Moutai as a wealth management product again.

On January 6, Kweichow Moutai Year of the Dragon Zodiac wine

(hereinafter referred to as "Long Mao")

It is reported that Longmao can only be subscribed at the market guidance price of 2499 yuan/bottle on i Moutai.

On the 7th, Kweichow Moutai Company announced the results of the subscription, with a total of more than 8.5 million people participating, and 19,475 people successfully subscribed, with a success probability of 0.2%, and netizens complained that "there is not even a 1% chance".

▲

 Source: Kweichow Moutai official WeChat

Those who drink don't have to buy it, and those who buy it don't drink it. As soon as the results of Longmao's subscription came out, some people resold them at a high price.

On the 8th, some media found that on an e-commerce platform, the price of 500ml of Longmao was 7759 yuan, and 15 people had paid, and the person who grabbed "Longmao" made a net profit of 5000?

For a long time, due to factors such as limited sales, stable market price growth, and Chinese people's high value recognition of the brand, coupled with the fact that Moutai Zodiac Liquor has the attributes of collection and gift-giving, it has been favored by all parties, so the above situation has occurred.

It is understood that after Moutai launched the Zodiac liquor in 2014, its various price trends are not the same, but it also has the experience of skyrocketing and falling in value.

At present, the Year of the Ox, the Year of the Rat, the Year of the Pig, the Year of the Dog, the Year of the Rooster and other zodiac wines are between 3600-3900 yuan per bottle, and the price of the earlier Zodiac wines in the Year of the Goat and the Year of the Horse is higher, reaching tens of thousands of yuan. The price of "Rabbit Mao" launched last year is the lowest, which is close to the price of ordinary Feitian Moutai, at about 2,900 yuan per bottle.

▲

 Source: Internet

Revenue sharing, risk sharing, not only have the opportunity to obtain high returns, but also the possibility of losses, this is not a wealth management product?

However, when some people are still using Moutai as a financial product, a Hangzhou brother brought 12 bottles of Moutai for the stall owner to pour 107 catties of sausages, which caused heated discussions, and the stall owner said that the customer also used 50 catties of sausages and 5 bottles of Moutai to marinate last year.

On the one hand, 8 million people rushed to buy Moutai in the Year of the Dragon, and on the other hand, someone took 12 bottles of Moutai to make sausages, and Moutai earned enough topic at the beginning of the year.

Has Moutai completed the "rejuvenation" challenge?

Moutai has always been a topic, and last year, Moutai played a good game of chess.

In order to expand the young consumer group, it has co-branded with Luckin and Dove to launch sauce latte, wine heart chocolate, and Moutai ice cream...... Swiping social media has successfully increased its favorability and acceptance among young consumer groups.

Later, he announced the first price increase in six years, grasped the market initiative, and firmly sat on the seat of the "first brother" of liquor stocks.

▲ Source: Luckin official WeChat

At that time, many people thought that Moutai's co-branding was "lowering its value", but judging from the results, it was a challenge and marketing strategy to successfully open up the young market.

Whether young people consume liquor now does not matter much for Moutai. However, young people do not recognize the cultural value of Moutai, which means that they are not only losing the current low-end market, but also the potential high-end market in the future.

As long as it is stained with the fragrance of sauce, it can achieve value growth, and the explosion of co-branding confirms the cultural significance of the "social currency" of the Moutai brand in the minds of consumers, and also emphasizes that the label of Moutai is "premium".

Through these co-branding, Moutai has successfully attracted the attention and purchase of more young consumers, and at the same time expanded the influence of the brand. In addition, Moutai's co-branded activities are also in line with the planned recovery of its "Beauty Times" and "Wuhe" marketing strategies, and achieve the goal of rapid sales.

According to the third quarter report of 2023 released by Kweichow Moutai, Kweichow Moutai achieved operating income of 103.268 billion yuan from January to September, a year-on-year increase of 18.48%, and the net profit attributable to shareholders of listed companies was 52.876 billion yuan, a year-on-year increase of 19.09%.

▲ Source: Baidu

This is the first time in the history of Kweichow Moutai to achieve 100 billion revenue in the first three quarters, and the net profit attributable to shareholders of listed companies has also exceeded 50 billion. It seems that liquor has won hundreds of billions of dollars in revenue by "waving its sleeves".

Even so, the price of "dragon grass" still plummeted

As a high-end liquor brand in China, Moutai has always had a very solid brand value and market position. Although last year's revenue hit a new high, the batch price of the newly launched "Longmao" fell sharply.

According to the latest market price, yesterday

(10 January)

, the batch price of Longmao fell from 6,000 yuan/bottle to about 4,100 yuan/bottle.

Why did "Long Mao" plummet?

Cai Xuefei, general manager of Zhiqu Marketing, said, "The price is determined by the relationship between market supply and demand, and there are many reasons behind the sales volume, vintage output, and market expectations.

With the weakening of market demand in recent years, the increase in consumer rationality, and the decline in the price of zodiac wine, the price difference between different products is also positive

The usual situation is the embodiment of the return of the price of Moutai Zodiac liquor to value.

”

On the one hand, the current market is cautious and lacks hype momentum. On the other hand, there were many people rushing to buy "Longmao" before, the supply was tight, and the price was rising.

However, with the increase in the volume of goods in the market, many people were persuaded by high prices, the demand decreased, the relationship between supply and demand changed, and the price of Longmao also declined.

In recent years, with the weakening of consumer demand for liquor and the return of consumers' rational consciousness, the Zodiac liquor market has also undergone some changes.

The situation of bad speculation of Zodiac wine has become unsustainable, and the price of Zodiac wine has become an inevitable trend. For wine companies, more attention should be paid to innovation in zodiac wine products to meet the needs and tastes of consumers.

*编排 | 日尧  审核 | 阿辉

This article was first published in Chief Brand Watch (ID: pinpaigcbao)

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81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{ background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .. 05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-FG-1: rgba(0, 0, 0, .5);--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: 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.05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{--weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body: not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, ..1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, .126)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-DIALOG-LINE-COLOR: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--APPMSGCARD-BG: #1E1E1E}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--APPMSGCARD-LINE-BG: rgba(255, 255, 255, .07)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-COLOR-ACTIVE: #373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([ data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, ..1);-weui-ACTIVE-MASK: rgba(255, 255, 255, ..1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .. 6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, 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#8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-input-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}