电商平台促销搅动市场 茅台多地经销商挺价意愿强

Core Viewpoint - The recent promotional activities during the "618" shopping festival have raised concerns about the pricing system of high-end liquor, particularly Moutai, but market research indicates that the actual transaction prices remain stable within a reasonable range [2][3]. Pricing Stability - The price of 53-degree 500ml Moutai has shown slight fluctuations but generally remains stable, with current prices reported between 2000 to 2100 yuan per bottle and 2100 to 2200 yuan per box, reflecting a slight decrease compared to the same period last year [3]. - Distributors believe that the recent price fluctuations are normal market adjustments, and the overall market for Moutai remains stable, with expectations for improvement in the second half of the year [3][4]. Consumer Behavior and Market Dynamics - The primary consumer demographic for Moutai has shifted, with private business owners now making up a larger portion of the customer base, and consumption is primarily driven by business and family gatherings [5][6]. - The demand for Moutai remains robust, with high opening rates for bottles, particularly in social settings such as banquets and celebrations [5][6]. Brand Value and Market Position - Moutai's brand value is supported by its strong market presence and consumer loyalty, with distributors emphasizing the importance of quality control and cultural engagement in maintaining brand strength [7][9]. - The company is focusing on expanding its product matrix, including affordable options like Moutai Welcoming Wine and Moutai Prince Wine, to adapt to changing consumer preferences and economic conditions [9][10]. Future Outlook - Analysts predict that Moutai's prices will remain stable in the short term, with potential for slight increases during peak demand seasons [4]. - The company is expected to leverage its strong brand and quality to navigate through industry adjustments, maintaining its pricing power in the high-end liquor market [8][10].