谁在定义茅台酒价格？调研酒商与电商揭秘“真实”与“幻象”

Core Insights - The price of Feitian Moutai liquor has become a focal point as the Mid-Autumn Festival and National Day approach, with discrepancies noted between self-media price comparison platforms and actual retail prices in stores [1] - A market investigation revealed that the retail price of Feitian Moutai remains stable around 1900 RMB, with slight fluctuations due to increased demand during the holiday season [2] - The differences in pricing are attributed to factors such as bottle pricing versus case pricing, regional variations, and different pricing strategies for bulk buyers [2][3] Market Investigation - Retail prices for Feitian Moutai are generally around 1900 RMB, with variations based on location and purchase type, such as bulk orders receiving discounts [2] - Online price comparison platforms often show lower prices, which do not align with actual retail prices, leading to consumer confusion [2][3] - The prices listed on these platforms are often "wholesale reference prices" rather than actual retail prices, which can mislead consumers [3][4] Digital Price Discrepancies - Many self-media platforms publish fluctuating prices for Moutai, but these are often not reflective of the actual market prices consumers will pay [3][5] - The actual transaction price for consumers is typically higher than the prices listed on these platforms due to additional costs such as service fees and logistics [6] E-commerce Dynamics - E-commerce platforms are engaging in aggressive pricing strategies, including subsidies, to attract consumers, particularly for high-end products like Feitian Moutai [8] - Some e-commerce listings may use deceptive practices, such as low initial prices that lead to complicated purchasing processes or redirecting to higher-priced products [9] Consumer Guidance - There is no single authoritative platform for consumers to rely on for accurate pricing of Feitian Moutai, leading to confusion in the market [10] - Consumers prioritize authenticity over minor price differences, often preferring established retail channels for purchasing Moutai [11]