大年初三茅台酒价格再次上涨！！ | | 2 月 19 日茅台行情价 | | | | --- | --- | --- | --- | | 品名 | 18日 | 19日 | 涨跌 | | 26年飞天原箱 | 1740 | 1750 | +10 | | 26年飞天散瓶 | 1690 | 1700 | +10 | | 25年飞天原箱 | 1750 | 1760 | +10 | | 25年飞天散瓶 | 1700 | 1710 | +10 | | 24年飞天原箱 | 1770 | 1770 | 0 | | 24年飞天散瓶 | 1710 | 1720 | +10 | | 24年飞天大箱 | 1730 | 1730 | O | | 23年飞天原箱 | 1850 | 1850 | O | | 23年飞天散瓶 | 1800 | 1800 | 0 | | 22年飞天原箱 | 1910 | 1910 | 0 | | 22年飞天散瓶 | 1880 | 1880 | 0 | | 21年飞天原箱 | 1950 | 1950 | 0 | | 21年飞天散瓶 | 1910 | 1910 | 0 | | 20年飞天原箱 | 2080 | 208 ...

今日市场呈现五涨五跌的均衡分化格局。上涨产品方面，青花郎表现抢眼，价格环比上涨8元/瓶，领涨 全场连续第四天上扬；国窖1573价格上涨5元/瓶，重返905元；洋河梦之蓝M6+与精品茅台价格分别上 涨4元/瓶和3元/瓶；古井贡古20价格微涨1元/瓶。下跌产品中，青花汾20回调幅度居前，环比下跌9元/ 瓶，从401元回落至392元；飞天茅台价格下跌3元/瓶，连续三日小幅回落；水晶剑南春价格下跌2元/ 瓶；习酒君品价格微跌1元/瓶；五粮液普五八代价格微跌1元/瓶。高端酒与次高端酒有序轮动，推动总 价再创年内新高。 新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 新浪财经"酒价内参"过去24小时收集的数据显示，中国白酒市场十大单品的终端零售均价在2月20日延 续稳步上扬态势。如果十大单品各取一瓶整体打包售卖，今日总售价为9231元，较昨日上涨5元，再度 刷新2026年以来的最高纪录。市场做多情绪持续发酵，价格中枢稳步抬升。 | | | 中国知名白酒大单品 圈 市场真实成交终端价 | | | --- | --- | --- | --- | | | | i茅台飞天茅台(2026)售价1499精品茅台售价2299 ...

大家好，今天犀哥这篇财经评论，主要来聊聊2021年伦敦的一场拍卖会，一箱1974年的"葵花牌"茅台， 一锤下去就拍出了960万的天价，直接刷新中国酒类在境外的拍卖纪录。 这朵没几个人听过的"葵花"，到底为啥会出现在茅台的历史里，又为啥悄无声息就没了？ 九分相似茅台的贵常春 估计很多人都不知道，现在又火起来的贵常春，当年可是茅台的"救命恩人"。 上世纪八十年代，茅台已经被葵花茅台的品质问题，逼得走投无路了，整整困了二十年，是贵常春的出 现，才给它拉了一把，点亮了希望。 贵定酒厂本身就有深厚的技术底子，他们就照着茅台的原料和传统工艺，一遍又一遍地试，前前后后做 了上千次实验，终于在1981年，酿出了贵常春。 后来经过专业检测，贵常春的风味物质，跟茅台的重合度居然高达90%，所以当地老百姓都叫它"九分 似飞天"，它也凭着这份硬实力，拿了不少行业大奖。 茅台就是学着贵常春的技术经验，才终于把酒质稳住，然后把葵花商标又改回了飞天，一步一步慢慢走 出了低谷。 茅台当年到底是咋陷入困境的 其实这跟当年的创汇执念有关系，上世纪五十年代，咱们国家正全力搞外贸出口，茅台作为中国白酒的 代表，接到了万吨创汇的硬任务。 那时候，贵州 ...

新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 新浪财经"酒价内参"过去24小时收集的数据显示，中国白酒市场十大单品的终端零售均价在2月19日呈 现涨跌互现格局。如果十大单品各取一瓶整体打包售卖，今日总售价为9226元，与昨日持平，继续保持 在2026年以来的最高纪录水平。市场在创下年内新高后进入高位整理，多空力量相对均衡。 【点击进入酒价内参，查看真实酒价】 今日市场呈现五涨五跌的均衡分化态势。上涨产品方面，青花汾20表现突出，价格大幅上涨10元/瓶， 突破400元关口创下一个月新高；水晶剑南春价格环比上涨7元/瓶，时隔多日重返415元上方；五粮液普 五八代价格上涨5元/瓶，稳中有升；习酒君品与青花郎价格均小涨1元/瓶，保持温和上行态势。下跌产 品中，精品茅台回调幅度居前，环比下跌8元/瓶；国窖1573价格下跌7元/瓶，结束连续上涨势头；飞天 茅台价格下跌4元/瓶；古井贡古20价格下跌3元/瓶；洋河梦之蓝M6+价格微跌2元/瓶。市场整体研判， 前期强势单品进入短暂休整，部分次高端单品接棒领涨，整体价格中枢保持稳定。 | | | 中国知名白酒大单品 圈 市场真实成交终端价 | | | --- | - ...

Core Viewpoint - The competition for sponsorship of the 2026 CCTV Spring Festival Gala is intensifying among liquor companies, particularly in the white liquor sector, which has a long-standing partnership with the event due to its alignment with the festive atmosphere and consumer behavior during the Spring Festival [1][5]. Group 1: Sponsorship and Marketing Strategies - CCTV has officially announced four white liquor sponsors for the 2026 Spring Festival Gala, with Wuliangye being the most talked-about due to its prominent presence in the magic performance segment [2][4]. - Wuliangye has been the exclusive interactive partner for the "Heavenly Gifts" segment of the Spring Festival Gala for four consecutive years, distributing 136,000 gifts valued at 100 million yuan during the event [4]. - Yanghe has been the exclusive timekeeping partner for the seventh consecutive year, while Gujinggongjiu and Langjiu also maintain significant sponsorship roles [4][5]. Group 2: Industry Trends and Consumer Behavior - The number of white liquor sponsors for the 2026 Spring Festival Gala has increased by one compared to the previous year, indicating sustained enthusiasm for sponsorship despite economic pressures [5]. - White liquor companies are increasingly focusing on creative and engaging marketing strategies, moving beyond traditional advertising to more integrated product placements in various segments of the gala [5][6]. - Local television stations are also seeing increased collaboration with liquor companies, showcasing a broader marketing strategy that emphasizes regional brand recognition and consumer engagement [5][6]. Group 3: Financial Performance and Market Challenges - The financial outlook for white liquor companies is challenging, with significant profit declines reported by major players such as Yanghe and Kweichow Moutai, indicating a tough market environment [6][8]. - Despite the high costs associated with sponsoring the Spring Festival Gala, companies view it as a strategic investment to maintain brand visibility and consumer engagement during a period of economic downturn [6][10]. - The industry is shifting towards more cost-effective marketing strategies, focusing on key moments and channels that can directly influence sales, rather than relying solely on broad advertising campaigns [10].

进入2026年，茅台热度持续走高、话题不断。1月1日以来，53度500毫升飞天茅台、丙午马年生肖茅台等核心产品接连在"i茅台"平台上线发售，持续出 现"当日开售便很快售罄"的高热度。随后，茅台推出市场化转型方案，对产品体系、运营模式、渠道布局、价格机制四大维度作出调整，大幅降低普通消费 者购酒门槛，迈出以消费者为中心、全面推进市场化转型的重要一步。 适逢春节前消费旺季，茅台线下门店实际销售情况如何？消费者展现出怎样的用酒需求？伴随"i茅台"1月新增用户突破600万，经销商该如何把握新消费群 体带来的机会？……春节前夕，记者走访北京的茅台自营店及多家经销商门店，对茅台推进市场化转型后的首个消费旺季进行实地观察。 2小时超20位顾客进店取酒 位于北京市东城区东四北大街的贵州茅台北京自营店，是北京唯一一家茅台直营模式门店，也是"i茅台"购买53度500毫升飞天茅台的唯一取货点。 2月4日下午，记者在该门店看到，不断有顾客前来购酒、取酒，不少是当天上午下单成功，下午就赶来取酒。80后消费者王先生此前多次在"i茅台"尝试下 单，这是首次成功下单一箱53度500毫升飞天茅台，也是他首次购买飞天茅台酒，"考虑到价格很合适， ...

Core Insights - The article highlights the fluctuating prices of China's top ten liquor products, indicating a mixed market trend with a slight overall increase in retail prices, reaching a new high since 2026 [1][6]. Price Trends - The total retail price for a package of the top ten liquor products is 9226 yuan, up by 5 yuan from the previous day, marking a new high for 2026 [1][6]. - The market shows a pattern of six products increasing in price and four decreasing, indicating structural characteristics of price movements [1][6]. Specific Product Price Changes - Notable price increases include: - Premium Moutai and Gujing Gong 20, both up by 5 yuan per bottle [1][6]. - National Cellar 1573, up by 4 yuan per bottle [1][6]. - Yanghe Dream Blue M6+, Xijiu Junpin, and Qinghua Lang, each up by 1 yuan per bottle [1][6]. - Price decreases include: - Qinghua Fen 20, down by 4 yuan per bottle [1][6]. - Wuliangye Pu 58 and Flying Moutai, both down by 3 yuan per bottle [1][6]. - Crystal Jian Nan Chun, down by 2 yuan per bottle [1][6]. Market Analysis - The data for "Liquor Price Reference" is collected from approximately 200 points across various regions, aiming to provide an objective and traceable market price for well-known liquors [4][9]. - The recent introduction of official sales channels for Moutai products has begun to influence market prices significantly [4][9]. - The analysis suggests that the price increase during the 2026 Spring Festival is a short-term effect driven by supply contraction and holiday demand, without altering the underlying "volume reduction and price increase" issue in the industry [5][9].

Group 1 - The article discusses the evolution of the Chinese liquor industry as reflected through the partnerships with the Spring Festival Gala, highlighting three distinct phases: rapid expansion, recovery, and consolidation [1][2] - From the 1990s to 2012, liquor brands aggressively competed for prime advertising spots, with notable brands like Langjiu and Moutai establishing strong presences [1] - The period from 2016 to 2019 saw a resurgence of liquor brands returning to the Gala through special partnerships, with Guqingongjiu becoming a representative brand during this phase [1] Group 2 - Since 2020, the industry has entered a phase of solidified leadership, with top brands like Yanghe and Wuliangye forming a stable partnership structure, reducing the number of participating brands significantly [2] - The 2026 Spring Festival Gala will feature a reduced lineup of four leading brands, marking a new low in brand participation over the past six years, indicating a shift towards high-quality development rather than industry decline [2] - The evolution from competitive bidding to a focus on a few leading brands reflects a broader transformation in the liquor industry towards brand-driven strategies and rational marketing approaches [2]

Core Viewpoint - The article discusses the significant transformation in the Chinese liquor industry, particularly focusing on Kweichow Moutai's shift from traditional distribution to a direct sales model, marking a consumer-centric evolution in the market landscape [1]. Group 1: Channel Revolution - The traditional long-chain distribution model in the liquor industry is rapidly disintegrating, with Kweichow Moutai canceling its traditional distribution system in 2026 to establish a multi-dimensional marketing network [2]. - The new model aims to reduce intermediaries and control channel inventory, allowing prices to reflect genuine supply and demand [2]. - The average gross margin for liquor distributors has dropped from over 20% in 2019 to around 15% by 2025, with net profit margins falling below 5% [2]. - The chairman of Moutai stated that the era of excessive profits for agents has ended, emphasizing the importance of enhancing consumer engagement and real consumption scenarios [2]. Group 2: Marketing Focus Shift - Traditional high-profile marketing strategies are losing effectiveness, as evidenced by the decline in participation of major liquor brands in the 2026 CCTV Spring Festival Gala [3]. - Three refined marketing strategies are emerging: 1. Scene penetration strategy focusing on high-frequency consumption scenarios [3]. 2. Regional precision strategies leveraging brand IP to break through homogeneous competition [3]. 3. Content value binding to create differentiated recognition through emotional connections [3]. - The industry consensus is shifting marketing focus from channel push to consumer pull, with a significant reduction in the primary consumer demographic [3]. Group 3: Future Market Structure - The transformation in marketing strategies is expected to redefine competition rules, leading to three major trends: 1. Supply chain efficiency becoming critical, with DTC models and O2O retail gaining prominence [4]. 2. A dual pricing system where high-end brands penetrate the mass market, with Moutai's price drop stimulating higher opening rates [4]. 3. Innovation capabilities becoming essential, as the demand for healthier, lower-alcohol, and personalized products rises [4]. Conclusion: Return to Essential Competition - The future competition in the liquor industry will be defined by "real opening rates" rather than "channel inventory levels" [6]. - The transformation in marketing strategies is fundamentally about dismantling speculative chains and rebuilding consumer trust [6]. - Leading companies will rely on direct sales efficiency and scene penetration, while regional brands will leverage differentiated IP to navigate challenges [6].

值班编辑 | 宝珠 视觉 | 诺言 2026年春晚，细心的观众会发现，虽然关键的报时、互动等环节依然被白酒大户把持，但整体春晚 的"含酒量"有所下滑。 在业内看来，春晚正在成为几家头部酒企争夺的品牌高地，这也反映出在白酒行业深度调整的背景下， 市场的新改变。 第一财经记者注意到，今年春晚中，白酒广告主要集中在四家头部酒企。其中，投入最大的依然是五粮 液，第四年成为春晚"和美好礼"独家互动合作伙伴，当晚送出13.6万份、总价值达1亿元的礼物。同时五 粮液也是宜宾分会场的主力；洋河股份则第七年成为春晚报时独家合作伙伴，继续在八点和零点为观众 报时；古井贡酒第11年作为独家特约合作伙伴亮相；郎酒则是今年春晚"骐骥驰骋 神采飞扬"的合作品 牌。 本文转载自第一财经 这一变化背后，与2025年以来白酒企业增长模式的转变密切相关。 白酒分析师蔡学飞告诉记者，2025年以来，白酒企业逐渐转向"以消费者为中心"，试图通过更多非常态 营销和多元化场景来触达更广泛的消费群体。此外，2026年白酒行业仍处于调整期，虽然上半年出现行 业性拐点的可能性正在积累，但仍存在不确定性。预计市场将继续呈现"结构性分化加剧、集中度持续 提升"的 ...