市场价近腰斩后，茅台1935新品告别千元档

Core Viewpoint - The launch of Moutai 1935 has garnered significant attention in the industry, but the pre-sale performance is disappointing, indicating potential challenges for the product's market acceptance [1][4]. Group 1: Product Launch and Pricing - Moutai 1935 was officially launched for pre-sale on major platforms like JD, Tmall, and Douyin, with a price set at 998 yuan per bottle [1]. - The original suggested retail price for Moutai 1935 was 1188 yuan, but the actual market price has significantly dropped, with offline stores selling it for around 700 yuan and online platforms offering it between 600-700 yuan [6][9]. - The product's packaging has been upgraded, but the quality of the liquor remains unchanged, aiming to stimulate consumer interest [4]. Group 2: Sales Performance - Despite the initial hype, pre-sale numbers are low, with only 1 reservation on JD and 10 sales on Douyin as of the report [1]. - The wholesale price for Moutai 1935 is reported at 680 yuan, leading to minimal profit margins for distributors, as retail prices are only slightly higher [9]. Group 3: Market Context and Competition - Moutai 1935 is seen as a competitor to Wuliangye, but it has struggled with price discrepancies, leading to a market price that has fallen below the thousand yuan mark [6][7]. - The revenue for the sauce-flavored liquor segment, which includes Moutai 1935, has shown a significant slowdown, with a growth rate of only 4.69% compared to previous years where it was above 25% [9].