Sou Hu Cai Jing·2025-06-28 14:30Core Viewpoint - The price of Moutai, once considered a luxury item, has significantly decreased, allowing consumers to purchase it at its original price of 1499 yuan, marking a shift in the market dynamics of the liquor industry [1][5][10]. Price Trends - In 2021, Moutai's market price soared to over 3000 yuan, with consumers often needing to rely on luck or connections to purchase it at retail price [3][5]. - Since late last year, Moutai's price has been on a downward trend, dropping from over 2800 yuan to 1499 yuan, with increased availability on e-commerce platforms [5][8]. Market Dynamics - The decline in Moutai's price is attributed to several factors, including reduced consumer spending on luxury items due to economic conditions, increased supply from the manufacturer, and a decrease in demand from public spending [5][6]. - Moutai's previous high prices were driven by its status as a social currency in China, but this bubble has burst as economic realities set in [6][9]. Industry Implications - Moutai's price reduction is expected to impact the entire liquor industry, as other high-end brands like Wuliangye and Guojiao may also need to lower their prices to remain competitive [8][9]. - The shift in pricing strategy may force liquor companies to focus more on quality, service, and value rather than relying on price increases for profitability [9][10]. Consumer Behavior - The price drop may change younger consumers' perceptions of liquor, making it more accessible and potentially increasing its consumption among this demographic [9][11]. - The return to a more reasonable price point for Moutai and other liquors could signal a broader market correction, moving away from speculative pricing [10][11].