飞天茅台批价走向1800元 贵州茅台下发开发权“手牌”

Core Viewpoint - The price of Feitian Moutai is declining, prompting the company to establish joint venture companies with provincial distributors to stabilize market prices and develop regional cultural products [1][3][7]. Group 1: Price Trends - As of July 24, 2023, the price of 53-degree 500ml Feitian Moutai has dropped to 1870 yuan per bottle for loose packaging and 1920 yuan for boxed packaging, representing a decline of approximately 15.77% and 17.06% respectively compared to the beginning of the year [8][9]. - The average price of Feitian Moutai peaked in February 2023, with loose packaging averaging 2218.85 yuan per bottle, and has shown a downward trend since then [8]. - Compared to the same period last year, the prices have decreased by 21.92% for loose packaging and 26.15% for boxed packaging [9]. Group 2: Joint Venture Company Strategy - Moutai is moving forward with plans to establish joint venture companies led by provincial distributors, with registered capital set between 50 million to 100 million yuan [3][4]. - The joint venture companies will focus on two main functions: stabilizing the price of Feitian Moutai and developing culturally themed Moutai products tailored to regional markets [3][4]. - The initiative is seen as a response to the challenges posed by the current market environment, including supply-demand imbalances and price pressures [6][7]. Group 3: Historical Context - Moutai's strategy of collaborating with distributors is built on past experiences, including the 2014 expansion of distributor recruitment and the 2016 establishment of provincial joint venture companies [4][5]. - The previous attempts at channel management were primarily policy-driven, while the current strategy is influenced by economic downturns and reduced consumer demand [6]. Group 4: Cultural Product Development - The joint venture companies will also focus on developing regional cultural products, which are seen as a potential growth area amid a competitive market [12][13]. - The cultural product market, particularly zodiac-themed products, has shown significant growth, with the market size exceeding 20 billion yuan and an annual growth rate of over 30% [12]. - However, challenges such as market saturation and consumer acceptance remain, necessitating innovative approaches in product development [12][13].