贵州茅台主动调整投放策略 “蛇茅”上市后价格趋向理性

Market Performance of Moutai's Zodiac Wine - The terminal price of Moutai's Snake Zodiac Wine (Snake Moutai) has shown a more rational trend compared to previous years, with the current retail price at 2,850 RMB per bottle and 2,930 RMB per bottle with an invoice [1] - The pre-sale price of Snake Moutai once surged to over 4,000 RMB per bottle before its official release, but the price has since stabilized due to increased market supply [1] - Online platforms show that the price of Snake Moutai generally ranges between 2,700 RMB and 2,900 RMB per bottle [2] Supply and Demand Dynamics - Moutai has changed its previous limited-release strategy for zodiac wines, with the company releasing nearly 100,000 bottles of Snake Moutai daily for five consecutive days through its official e-commerce platform "i Moutai" before the official launch [2] - By the time of its official release on January 5th, nearly 500,000 bottles of Snake Moutai had been pre-ordered, significantly increasing market supply and reducing the likelihood of excessive price speculation [2] - The increased supply has met the genuine collection demand of Moutai enthusiasts, preventing a supply-demand imbalance and excessive price premiums [2] Industry and Company Strategy - The current price of Snake Moutai is considered reasonable, making it more accessible to genuine consumers while reducing speculative opportunities [3] - Moutai's management has shifted its focus from "channel-driven" to "consumer-driven" strategies, aiming to regulate price expectations through market mechanisms and benefit consumers with genuine collection, self-consumption, and social gifting needs [3] - The company's strategy aligns with its goal of addressing the fundamental issue of "supply-demand adaptation" and maintaining a healthy and orderly pricing system for its products [3] - Moutai's pricing strategy is seen as beneficial for the valuation system of the Chinese liquor industry, particularly in a market where many premium liquors face price inversion [3]