承诺维稳却价格“跳水”：郎酒的价格困局与经销商之痛

Core Viewpoint - Sichuan Langjiu Co., Ltd. has committed to maintaining price stability and avoiding price wars, but actual market conditions show significant price fluctuations, indicating a disconnect between the company's promises and market realities [1][3][6]. Group 1: Company Commitments - Chairman Wang Junlin proposed "Four Guarantees" and "Eight Persistences" to stabilize market confidence and protect brand value, emphasizing a long-term strategy over short-term price competition [1][2]. - The commitment to not engage in price wars is seen as a responsible move to protect the interests of distributors and maintain the high-end value of the brand [1][3]. Group 2: Market Reality - From January 1, 2024, to December 31, 2024, the price of Honghua Lang 15 dropped from 490 yuan to 415 yuan per bottle, and Honghua Lang 10 fell from 290 yuan to 265 yuan [2]. - Distributors report significant price volatility, with some stating that prices change daily, leading to concerns about profitability and inventory management [3][6]. Group 3: Price Decline and Challenges - The high-end product Qinghua Lang has seen a drastic price drop, with its suggested retail price of 1499 yuan per bottle falling to 710 yuan by July 9, 2025, indicating a severe decline in market value [4][5]. - The price inversion phenomenon, where retail prices are significantly lower than the official prices, has been attributed to excessive inventory and pressure from the company on distributors [6][8]. Group 4: Historical Context and IPO Aspirations - Langjiu's IPO journey has been fraught with challenges, having attempted to go public multiple times since 2007 without success, often due to market conditions and internal issues [9][10]. - The ongoing price inversion and market management issues are seen as potential obstacles to Langjiu's future IPO plans, as they may undermine investor confidence [10].