"The Kweichow Moutai Lichun Spring Festival wine I bought at that time has not yet been sold. A scalper who has been engaged in the Moutai liquor business for a long time said that because the price of Moutai Lichun liquor has fallen too much, it can only be kept temporarily.
Xiao A has collected many Moutai liquors before, including Feitian Moutai, Moutai Zodiac Liquor, Moutai Treasures, etc. The prices of these products have mostly stabilized and risen, and even if the prices of some products have fallen, the magnitude will not be too large. However, the price of Kweichow Moutai's 24 solar terms wine has risen and fallen sharply in a short period of time, which has made Xiao A lose a lot of money.
"Especially in Lichun, the 24 solar terms wine, within a year, its market circulation price has risen from 4,200 yuan/bottle to 26,000 yuan/bottle, and now it has fallen back to 12,000 yuan/bottle. For his mood in the process of collecting, Xiao A feels like riding a "roller coaster".
The Kweichow Moutai 24 solar term wine mentioned by Xiao A is a cultural and creative product that Kweichow Moutai will sell on its Xunfeng platform in 2023, and it will sell a solar term product of the same name in each solar term, with a limit of 32,000 bottles in 500ml and 81,960 bottles in 100ml.
What has Kweichow Moutai 24 solar terms experienced in the past year, why has there been such a big fluctuation in price, and how high is the collection value?
Kweichow Moutai 24 solar terms wine.
1. Kweichow Moutai 24 solar terms wine ended
On January 20th, Dahan is the last of the 24 solar terms, and it is also the release time of the last product of the 24 solar terms wine series of Kweichow Moutai.
In fact, on the evening of January 19, the Xunfeng platform of Moutai Group issued an announcement on the official WeChat public account, inviting everyone to witness the end of the 24 solar terms series products.
On January 20, the Xunfeng platform once again announced that the "Dahan Meizi Tiancheng" digital collection was officially launched on the same day, and 113,960 copies are expected to be distributed. Among them, there are 32,000 copies of 500ml digital collections and 81,960 copies of 100ml digital collections. At this point, the release of the full range of Kweichow Moutai 24 solar terms wine products has ended.
It is understood that from the first solar term wine "Lichun" on February 4, 2023 to the last "Dahan" today, many of the 24 solar term wines have been on the platform of Ding Xiongjun, chairman of Moutai Group. In this regard, some market voices believe that Moutai Group has high hopes for solar term wine.
In addition, the word "closing" has also attracted infinite reverie from the outside world, and the outside world speculates that Moutai Group will not launch solar term wine products in 2024.
In this regard, on January 22, Moutai Group told a reporter from China Business Daily that Moutai Group does not plan to launch another 24 solar terms wine in 2024.
2. The price is on a "roller coaster"
Over the past year, Kweichow Moutai 24 solar terms wine has experienced great ups and downs in price, especially the price of "Lichun" has been "broken" compared with the high point.
Lao Ma, a liquor channel businessman, told a reporter from China Business Daily that the price of "Lichun" was fried to more than 20,000 yuan a bottle at its peak, and now it has dropped to about 10,000 yuan for a bottle.
According to Lao Ma, in addition to "Lichun", many other solar term wines have also experienced price ups and downs, and many solar term wines have been fried to nearly 10,000 yuan per bottle, and now they have fallen to five or six thousand yuan per bottle. The price of "Lichun" was speculated the highest because it was the earliest listed and the least stock in the market.
Xiao A also revealed that since April and May last year, the price of Lichun gas wine has fallen sharply, and many peers around him who did not sell the product at a high point have been trapped. In the second half of the year, the prices of many solar term wines on the market soon fell, and many people lost a lot of money.
"For example, the winter solstice solar term wine that has just been on the market for a short time, the current consumer through the Xunfeng platform krypton gold (through the purchase of third-party products in Xunfeng Bazaar and other ways to obtain the platform circulation currency 'yuanbei', and then buy the materials required for the synthesis of solar term wine) The cost of the product is 5999 yuan/bottle, and the recovery price of scalpers has fallen to 3900 yuan/bottle. At this time, the net loss of 2,000 yuan will be paid. Xiao A sighed.
The price of Kweichow Moutai 24 solar terms wine on the Xunfeng platform is 2,899 yuan per bottle.
It is understood that the price of Kweichow Moutai 24 solar terms wine on the Xunfeng platform is 2,899 yuan per bottle, but this is only the cost of the wine itself. In practice, consumers need to buy the ingredients needed to synthesize the liquor in order to purchase the product. To obtain these materials, users need to complete various game clearances, because it takes a long time and has high requirements for players, so many users choose krypton gold when purchasing, which also leads to the cost of users to buy Kweichow Moutai 24 solar terms wine not only includes the cost of buying liquor, but also the cost of purchasing materials.
3. Behind the big ups and downs in prices
In the past year, what is the reason for the sharp rise and fall in the price of Kweichow Moutai 24 solar term liquor?
Lao Ma believes that the limit of 32,000 bottles of each solar term wine (only looking at the 500ml large bottle product) is not too much, because users generally only buy a few bottles of solar term wine and put them in the wine cabinet, and it is of little significance to collect all the solar term wine, so this product series may not be scarce.
He even admitted frankly that from the circle where he is located, the price of Kweichow Moutai 24 solar terms wine has "collapsed", and it is likely that someone is "making a bank" and hoarding speculation, which has damaged the interests of many players who follow the trend.
Ji Hejun, a veteran of the liquor industry, told a reporter from China Business Daily that the listing of "Lichun" was quickly hyped at the beginning, which attracted many players to enter the speculation through krypton.
Ouyang Qianli, a researcher in the wine industry, believes that the hype of any category requires a large amount of money to grasp enough supply in order to control the market price. On the other hand, Kweichow Moutai 24 solar terms liquor, there are few large households and many retail investors in its market, and the price fluctuations will be very strong.
4. How valuable is the collection value of solar term wine?
How valuable is the collection value of Kweichow Moutai 24 solar terms wine, and what is the difference between it and Moutai zodiac wine?
Ji Hejun believes that very different from Moutai Zodiac Liquor, Kweichow Moutai 24 solar terms liquor has almost no collection attributes. On the one hand, it took several years for Moutai Zodiac Liquor to reach a relatively high and stable price, while the price of Kweichow Moutai 24 solar terms liquor changed rapidly. On the other hand, the concept of Moutai Zodiac Liquor is closely related to everyone and has a certain commemorative significance, while the concept of the 24 solar terms is far away from people's real life and has low collection value.
Lao Ma also believes that the 24 solar terms wine feels like a hard concept, and few people are currently taking over in the market, let alone collecting.
Ouyang Qianli also believes that Kweichow Moutai 24 solar terms wine and Moutai zodiac wine themselves are not collectible, they are just a new value system extended when a bottle of Feitian Moutai is hard to find. The pricing power of the collector's market lies with those who buy but not sell, not with those who speculate on the price difference or even sell as soon as they own it.
Moutai Group's liquor products.
In the product matrix of Moutai Group, which products are more collectible? Lao Ma believes that in the short term, Feitian Moutai has strong collection attributes. From a long-term point of view, the collection attributes including Moutai Zodiac Liquor, Vintage Moutai Liquor, Rare Moutai Liquor and some commemorative Moutai liquor related to major events and big figures are very high. (Reporter Zhou Ziyi)
Source: China Business Daily