"Iron Fist" price control results appear? The market price of Feitian Moutai has dropped again and again The group responded that it was market behavior

Financial Associated Press (Chengdu, reporter Xiong Jianan) news, Feitian Moutai market price ladder decline, it seems to be cashing in on the "iron fist" price control expectations. In this regard, the relevant person of Guizhou Moutai Group responded to the Reporter of the Financial Associated Press that the price fluctuation is a market economic behavior, and hopes that consumers will objectively and rationally look at the rise and fall of the market circulation price, and the company's official guidance price of 1499 yuan / bottle has not been adjusted.

The reporter of the Financial Associated Press noted that since the 600519 in Guizhou Moutai (600519. SH) since the new chairman took office, the bulk Feitian market price has fallen from 2980 yuan / bottle to 2700 yuan / bottle, a drop of 9.4%, far lower than the same period last year 3500 yuan / bottle; the original box price is from 3900 yuan / bottle fell sharply from nearly 400 yuan / bottle to 3550 yuan / bottle.

According to the previous market situation, the off-season of Moutai will generally appear after New Year's Day and Spring Festival, and the recent decline is obviously not in line with this law.

Many analysts see the decline in market prices as a transmission of optimism about the new Moutai team. Liquor expert Yang Chengping told the Financial Associated Press reporter that the market has very strong confidence in Moutai's new team, and also feels that Moutai can form a comprehensive dominance over the market's price, and the current price decline is a concrete embodiment of its market governance results.

Since the new chairman of Moutai took office, he has indeed focused on price control. During the "double festival" period, Moutai requires dealers to complete the inventory "80% clearance" by September 21 and the inventory "100% clearance" by October 7. During the National Day, Moutai self-operated companies increased the retail ratio of Moutai liquor to more than 40%, and the retail proportion of Moutai liquor increased by supermarkets and e-commerce companies to more than 85%. In order to crack down on "scalpers", from October 11, Moutai International Hotel cancelled the qualification to stay at the hotel and buy Feitian Moutai wine for 1499 yuan.

Another policy, rumors that Moutai will be allowed to sell in whole boxes, have spread more widely recently.

Moutai Company once required dealers to sell 80% of the wine in the box, and need to recycle the box, and then the opening rate increased to 100%, which directly led to the market no full box Moutai to sell, Moutai box price also continued to soar.

Market rumors say that Guizhou Moutai will take the "unboxing order" to eliminate other liquors other than Feitian Moutai liquor, including fine Moutai and Moutai zodiac wine. The intensity of control makes the market inevitably worry that the policy will also affect Feitian Maotai, and it will be inevitable that the price of the whole box will fall.

Cai Xuefei, an expert at the China Liquor Industry Think Tank, told the Financial Associated Press: "The direct reason for the decline in the market price of Moutai is the cancellation of the unpacking policy, resulting in a large number of shipments of Feitian Moutai that were hoarded in the channel in the early stage, which may increase supply in the short term." ”

A liquor merchant said frankly: "There is no way, the main reason is that the leadership has changed and the policy has changed." ”

Approaching New Year's Day and spring festival, which is the peak season for liquor sales, will the decline in the market price of Moutai continue? Most of the above analysts believe that "about 2,000 yuan per bottle" is a reasonable range of terminal retail prices.

Cai Xuefei believes that because Moutai has multiple financial attributes such as luxury goods and investment products and has rigid demand, the decline in the market price of Feitian Moutai is only a short-term decline. From the perspective of development trend, the closer to the Spring Festival, the greater the market demand, then the more obvious the rigid demand characteristics of Moutai are. "I think the price of Moutai may also rebound, no matter how it fluctuates, I still think that the terminal retail price of more than 2,000 yuan is a normal range."

Yang Chengping said: "Taking loose bottles as an example, it should go back to 2,000 yuan / bottle, or even lower, and the whole box may fall below 3,000 yuan / bottle." I think that Moutai's new team has the ability to govern the market well, and the price decline is a concrete embodiment of its market governance results. ”

It is worth noting that the change in the market price of Moutai has never affected a company. Yang Chengping said frankly that the decline in market prices will help Moutai improve the opening rate and seize the consumer market of other competitors in the industry, which is the concern that the "peak season is not prosperous" for the entire liquor market before the Spring Festival.