茅台保健酒“壮士断腕”？上市仅一年多的台源酒被传停产

Core Viewpoint - The internal document regarding the suspension of Taiyuan liquor production by Moutai Health Wine Company has raised significant market attention, indicating a strategic move to optimize product structure and enhance market competitiveness [1][3]. Group 1: Company Actions - Moutai Health Wine Company has decided to stop the production of Taiyuan liquor, which was a key product in the 100 yuan price range, citing the need to optimize product structure and improve market competitiveness [1]. - The company has not officially confirmed the suspension, with staff stating that they have not received any related notifications and that Taiyuan liquor remains available for purchase on the iMoutai app [3]. Group 2: Market Dynamics - The price of Taiyuan liquor has significantly dropped in the market, with official pricing at 156 yuan per bottle, while some e-commerce platforms list it for around 57 yuan, indicating a severe price imbalance [5]. - The competitive landscape for Taiyuan liquor is challenging, with established brands and numerous smaller enterprises in the Moutai Town area exerting downward pressure on prices [7]. Group 3: Industry Insights - Industry experts suggest that the potential suspension of Taiyuan liquor may be a strategic decision to address channel health and long-term brand value rather than merely responding to short-term performance pressures [8]. - Despite the challenges, Taiyuan liquor achieved over 1 billion yuan in sales in the past year, demonstrating initial market success, although it struggled with low terminal distribution rates and narrow channel profit margins [8].