KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2025-08-05 15:20New Product Core Information - The new product is named Guizhou Moutai (70th Anniversary of the Five-Star Trademark) and will be released on August 8, 2025 [1] - It will be exclusively sold on the official Moutai direct sales platform "i Moutai" App, with a limited quantity of only 25,568 bottles [1] - Each bottle will have a unique code engraved, corresponding to the total days from May 1, 1954, to April 30, 2024 [1] Design Highlights - The bottle design replicates the classic "three-section bottle" from 1954, paying homage to the original Moutai bottle design [2] - The packaging features a wooden box with a Luban lock mechanism, incorporating the five major Moutai craftsmanship patterns, reminiscent of 1950s wooden wine boxes [3] - The liquor is brewed following traditional methods, with the official description stating it has a rich body and prominent sauce aroma [4] Pricing Strategy - The official suggested retail price is set at 7,000 yuan per bottle, although actual transaction prices may vary due to scarcity premiums [5] Market Background and Controversies - Main product prices are under pressure, with the wholesale price of Flying Moutai (53°/500ml) dropping to 1,860 yuan, continuing to decline after breaking the 2,000 yuan mark in June [7] - The pricing of the new product has sparked controversy, especially in light of historical experiences where similar products saw significant price drops shortly after launch [7] - The Dragon Year Zodiac wine (2024) was initially priced at 8,000 yuan but fell to 4,100 yuan within ten days, indicating speculative bubble risks [7] Company Strategies to Address Current Challenges - The company has initiated a share buyback program, spending 5.301 billion yuan to repurchase 0.27% of its shares to boost investor confidence [7] - Adjustments in distribution channels are being made, focusing on high-value single products to avoid price system confusion [8] Market Opinions - Supporters argue that the limited edition and commemorative attributes justify a higher price, suggesting that 7,000 yuan is "too low" and even proposing a price of 70,000 yuan [7] - Critics compare it to the 15-year vintage wine priced around 6,000 yuan, questioning whether the new product's quality matches its high price [7] - Some view it as a "brand showcase," reinforcing Moutai's image as a "hard currency," but acknowledge that the actual consumer base is limited [7]