用平稳心态击破价格“焦虑”，终端市场仍持续看好茅台酒产品价值

Core Viewpoint - The discussion surrounding the price fluctuations of Moutai liquor reflects consumer sentiment and market confidence in the Chinese liquor industry, particularly during a period of adjustment in the market [1][3]. Price Trends - As of June 11, 2024, the average transaction price for a 500ml bottle of 53-degree Moutai on JD.com was 2366 yuan for single bottles and 2146 yuan per bottle for boxed sets, indicating a slight increase from the previous average of 2310 yuan on May 28 [2]. - The wholesale price of Moutai liquor remains above 2000 yuan in various regions, with many distributors reporting retail prices around 2100 yuan or higher, and some larger distributors indicating prices could reach approximately 2200 yuan [2]. Consumer Sentiment - Consumers exhibit a calm attitude towards the price changes of Moutai, often prioritizing personal preference and demand over market discussions, with some expressing confidence that prices may rise again in the future [4][5]. - The stable pricing observed in physical stores aligns with consumer sentiment, as prices for Moutai have remained between 2300 yuan and 2400 yuan in various locations [4]. Industry Insights - Industry experts note that the current fluctuation in liquor prices is typical as the market enters a low season, and the ongoing discussions about Moutai prices may be more emotional than based on actual market conditions [3]. - The high-end liquor market is seeing consumers becoming more rational, considering product value and social or emotional benefits rather than just price [5].