茅台生肖酒首次推出“日期酒”

Core Viewpoint - The launch of the "date liquor" series by Kweichow Moutai aims to enhance consumer engagement and potentially boost sales amidst a challenging market environment for the liquor industry [1][2]. Group 1: Product Launch and Market Strategy - Kweichow Moutai has introduced the "date liquor" series, allowing consumers to select their preferred production dates for the 53% vol 500ml Guizhou Moutai liquor, starting from October 20 [1]. - The "date liquor" concept is designed to create emotional value for consumers by packaging "time" as a high-end consumable, which could lead to increased sales and brand premiumization [2]. - The company has not disclosed the specific quantity of products available for this launch, nor confirmed whether the limited strategy of "one bottle per day" will continue [1]. Group 2: Market Conditions and Financial Performance - The liquor industry is currently experiencing a downturn, with a slowdown in consumer demand and significant fluctuations in the wholesale prices of Moutai's core products [1]. - Kweichow Moutai set a growth target of 9% for the year, achieving a revenue of 91.094 billion yuan, a year-on-year increase of 9.16%, and a net profit of 45.403 billion yuan, up 8.89% [2]. - However, the company's contract liabilities, seen as a future performance indicator, have significantly decreased, with advance payments dropping from 9.592 billion yuan to 5.507 billion yuan, reflecting a decline in distributors' willingness to stock products [2]. Group 3: Consumer Perception and Criticism - Some consumers have expressed concerns over the pricing strategy, noting that the market price for the "snake Moutai" is around 2,000 yuan, while it is being sold for 2,499 yuan on the i Moutai platform, raising questions about the value of the personalized service [2]. - Critics argue that Kweichow Moutai should focus on practical market strategies rather than flashy marketing gimmicks in light of the industry's changing dynamics [3].