Image source: Visual China
Written by Li Mi Edited by Wu Zha from Prism Tencent Xiaoman Studio
Written by Li Mi Edited by Wu Zha
Produced by Prism Tencent Xiaoman Studio
The price plummeted just after it was listed, and successful buyers abandoned their purchases. If it were a year ago, it would have been hard to imagine such a description for Moutai Zodiac wine.
The Moutai Chinese Zodiac series of wines used to be a highly sought-after and hyped category by wine merchants, with prices rising and the hype frenzy quickly opening the market for this series of products. For example, the earliest launch of the Year of the Horse Chinese Zodiac wine in 2014 and the Year of the Sheep Chinese Zodiac wine launched in the second year, from the then 849 yuan issue price rose to today’s 16.5 million yuan 2.55 million yuan, respectively, is the original price of nearly 20 times 30 times.
Snake Mao is the 12th wine of the Moutai Zodiac series, and is the finale of the current round of Zodiac wine. 2025 January 5 listing, the official pricing of 2,499 yuan, January 1 when the market offer also reached 3,900 yuan bottle, but the first day of the listing of the actual price of only 2,750 yuan on the market.
Due to the market price is too low, originally in the official pricing based on the price increase of 200 yuan acquisition of scalper began to reduce prices or even stop receiving, part of the winners choose to abandon the purchase.
This is since the 2017 year of the chicken zodiac Maotai wine listed by the hot rush, Maotai zodiac series listed for the first time in the cold. 2021 2022 the year of the ox year tiger zodiac Maotai wine initial market premium reached 3300 yuan bottle or so, the last two years of the year of the rabbit year dragon zodiac wine premium are 1800 yuan bottle or so.
On January 7, the market price of the Year of the Snake Chinese Zodiac Moutai wine fell further to 2,650 yuan, with a premium of only 150 yuan a bottle, and some traders expect that the price will only be lower when those who win the lottery actually receive the goods.
Moutai Zodiac series of products in the cold, reacting to Moutai in different periods of product strategy, but also reflects the Moutai Zodiac wine investment speculation frenzy cooling.
The product has not yet been released, some people have already started to drink it
In the Moutai zodiac series, the snake zodiac Maotai can be said to be one of the least mysterious.
As early as January 2, three days before the launch of the Year of the Snake Zodiac Moutai Wine, a short video blogger has already released an unboxing video, so that the design and appearance of this product is completely exposed to the public. At this time, Maotai’s own e-commerce platform i Maotai on the requisition special, is still maintaining the mystery of this product, in the product picture as well as the price column are replaced by question marks.
In the afternoon of that day, Guizhou Moutai Liquor Sales Company urgently sent a working notice to dealers, and put forward the request Before the January 5 launch, the two products of the Year of the Snake Chinese Zodiac Liquor Pith and Lok Feitian could not be sold, could not be opened, and could not be photographed for video dissemination.
However, the notice failed to completely stop the early sales, and at noon on January 5, some consumers had already bought a bottle of Snake Zodiac Moutai at RMB 2,950 and started to drink it. By the time the launch officially began in the evening, the price of Snake Maotai had dropped by 200 yuan.
The emergence of this phenomenon is related to the change in Moutai’s strategy for the Snake Zodiac Moutai wine.
One change was early shipment and a uniform arrival time for distributors.
In the past, only a small number of dealers would receive the wine before and after the launch of the new Moutai Zodiac series, and most dealers had to wait for about half a month for the goods to arrive. But this practice has been criticized by dealers. As the Moutai Zodiac series is often released before the Spring Festival, and the initial release of a small amount, meet the Mao powder taste Spring Festival gift banquets peak, there will be a short-term supply short of demand, resulting in the original 2,499 yuan Zodiac Moutai wine need to bid to more than 5,000 yuan in order to buy. Thereafter, with the gradual increase in supply, the price will gradually come down.
This form of shipment has changed this year.
Before January 5, dealers in most provinces and districts had already received the quota related to the Year of the Snake Zodiac Moutai Wine, which is why dealers risked being checked for early sales, because once all dealers started selling, the price would turn down, which is a race against time.
Another change is that Moutai has increased its online and offline placements.
Online, the Year of the Snake Chinese Zodiac Moutai wine was opened for subscription through iMoutai for five consecutive days prior to the launch, with a total of 500,000 bottles of the wine, and they were all mailed by Guizhou Moutai’s own store in Renhuai. The previous two years of the Year of the Rabbit The Year of the Dragon Zodiac Moutai Liquor launch night only through the requisition of the special field released a volume of 29,999 bottles, by the winner to the nearest store to pick up the goods, the number of the difference between the two 16 times.
Offline, according to a dealer in Shenzhen with a 5-ton quota, the Year of the Snake Chinese Zodiac Moutai wine has arrived in 66 pieces, while other stores with more quotas will have even more.
In previous years, when the Chinese Zodiac wine was released, not only did the Chinese Zodiac Moutai wine arrive late at the dealer’s stores, but it also arrived in small quantities and was mainly put out by i Maotai. This year, however, i Maotai alone was released in quantities of 500,000 bottles. In addition, half a year ago, the Mid-Autumn Festival, is the high point of demand for Maotai wine, at that time, Maotai reduced the Flying Maotai wine release, while increasing the other Maotai wine product release, but even so, the above Shenzhen dealer stores only arrived more than 60 pieces of Zodiac Maotai wine.
Moutai put the strategy change, directly caused a large number of snake zodiac wine in a short period of time to the market, artificial supply and demand disappeared, which also declared the Chinese zodiac wine this product was speculation of the end of the era.
Moutai Chinese Zodiac Series Dilemma, once the benchmark of speculation reduced to standard products
Soaring, are some in the horse, sheep, monkey and chicken have made a fortune in a vote of the inverted masters of the conjecture. Once experienced the Chinese Zodiac wine speculation frenzy wine merchants said.
In 2014, the restriction of three public consumption superimposed on the plasticizer crisis, Flying Moutai wine fell from 2,000 yuan to more than 800 yuan, caught in a growth dilemma in Guizhou Moutai turned to the launch of various types of cultural products, the Year of the Horse Chinese Zodiac Moutai wine is one of them. This wine is priced at 849 yuan, the net sales volume of 350 tons, in the year the total sales of Maotai wine accounted for 1 45 .
Although the price was not high compared to Flying Moutai, distributors remembered that it was a difficult product to sell, and that they usually had to stuff it for customers to sell it. This may have been one of the reasons why production of the Year of the Goat Moutai was reduced to 250 tons the following year.
With the gradual recovery of the Moutai wine market, the 2017 Moutai Zodiac series took the lead in becoming the meat and potatoes of the speculation.
In the Maotai wine investment speculation market, the concept of production The quality of wine are all factors of speculation.
Launched in 1992, Hantei Moutai wine produced only 10 bottles, in 2011, had a high price of 8,970,000 yuan at auction, after the network auction was given a starting price of 39,990,000 yuan. Moutai wine from various eras of the last century is also due to the long period of time, the quantity is small and often appear tens of thousands of dollars hundreds of thousands of dollars of high prices.
As a result of the small production and was drunk in large quantities at the time of the Year of the Horse The Year of the Goat Chinese Zodiac wine created a series of Chinese Zodiac Moutai speculation myth, followed by the Year of the Monkey Chinese Zodiac Moutai wine rose to 8,000 yuan. A large number of wine merchants Consumers to join the ranks of the speculation, the rumors of wine merchants making tens of millions of dollars frequently appeared in the community.
At the same time that the market price of the Chinese Zodiac series has risen sharply, Moutai is also gradually increasing the quantity of this product.
The big release of the dog zodiac Maotai wine once led to the year of the horse sheep zodiac Maotai wine fell, the monkey zodiac Maotai wine prices close to the waist. In recent years, as Moutai increase the amount of investment, the new Chinese zodiac series products have been gradually reduced to regular products, the dragon Chinese zodiac Maotai wine had fallen below the guide price of 2,499 yuan, declared the end of the era of high premiums for this product.
Nonetheless, in the 2021 Moutai wine price speculation, the Year of the Horse Year of the Goat Chinese Zodiac wine still broke through to a new high, rising to 18,000 yuan 28,000 yuan. At present, although the price has fallen, it remains relatively stable compared with other Moutai wines.
Maotai market on the snake year Maotai extra attention, one of the important reasons is that, as the 12th product of the series, snake Maotai is a set of Chinese Zodiac Maotai final puzzle, and set a set of Chinese Zodiac Maotai, and often the market is keen on the topic of speculation.
However, if a new round of Chinese Zodiac wine continues to be launched next year, it will be the scarcity of the previous Year of the Horse Year of the Goat Chinese Zodiac Moutai wine constitute a challenge to the value of the collection of these products Investment attributes will be weakened.
At the same time, in such a market atmosphere, Maotai may also face the risk of public opinion. 2023 the end of the year, Maotai earlier launched the twenty-four seasons wine because of rumors will continue to be launched, triggered a wave of complaints related to users. In the end, Maotai had to turn to the launch of the new Spring, Summer, Autumn and Winter cultural wine , replacing the packaging and cultural concepts.
Will Snake Moutai be the last Chinese Zodiac wine?
After 12 consecutive years of launches, the Moutai Chinese Zodiac series has come to a crossroads. Whether or not Snake Mao will become the last Chinese Zodiac wine has triggered a lot of discussion in the market.
Thanks to long-term marketing plus pricing that is 1,000 yuan higher than Flying Moutai, the Chinese Zodiac series has become an important part of Guizhou Moutai’s revenue and net profit. If it continues to be launched, Moutai will be at risk of public opinion If it is no longer launched, there will be a lack of related products to fill the gap, and revenue and net profit margins will inevitably be affected.
For Moutai itself, whether it is Flying Moutai or Chinese Zodiac, the market speculation will not bring them direct revenue, but the initial ex-factory price as well as the number of launches will be directly factored into the revenue.
In recent years, although Moutai has not announced specific sales volume, the market consensus is that a Zodiac Moutai wine placement has been as high as thousands of tons. Only i Maotai a platform, the daily placement of 12,000 bottles, if calculated on the basis of 2124 bottles per ton, that is, 5 10 tons per day. A dealer once said that the quantity of i Maotai is roughly one-third of the stores.
At present, Zodiac Moutai has grown to be the second largest single product after Flying Moutai, and no substitute can be found in Moutai’s current mainstream products. Once the Zodiac Moutai series is discontinued, it will have a huge impact on Moutai’s revenue.
For Maotai itself, in the past 2024 is also considered an eventful year.
Although the performance forecast shows that Maotai has completed the growth plan of 15 in 2024, but Flying Maotai wine for four consecutive plunges, the original Flying Maotai wine price from the beginning of 2024 nearly 3,000 yuan fell to more than 2,200 yuan now, showing Maotai in the price preservation and preservation of the volume of the dilemma between, but also let a lot of people shocked out of a cold sweat.
At the end of December, Guizhou Moutai wine dealers will have given the next direction for the status quo The product side of the control of the 500ml Flying Moutai put quantity, to ensure that the price of Pu Fei stable, through the product Channel structure adjustment to achieve a slight increase in the amount of put.
Since August 2024, Moutai has increased the quantity of other products, such as 1000ml Flying Moutai 100ml Flying Moutai and Dragon Year Zodiac Moutai. At present, in addition to the Dragon Year Zodiac Moutai wine due to the discontinuation of the price is relatively stable, the first two have fallen below the official guide price of Moutai. If they continue to be released in large quantities, the prices will fall further.
In fact, in January this year, Moutai put a much higher number of Flying Moutai wine to dealers than the Mid-Autumn Festival. The above dealers counted over the January arrival of more than 500 pieces of Feitian, twice as many as before the Mid-Autumn Festival.
The big release of Moutai wine for the Year of the Snake zodiac may also be related to the distillery’s open door.
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