Sou Hu Cai Jing·2025-11-19 09:18Core Insights - The consumption trend during the Double Eleven shopping festival highlights the strong performance of the liquor sector, particularly Moutai, with significant online sales growth and stable pricing in physical markets [1][3][4] Group 1: Sales Performance - Moutai's transaction volume on Meituan's flash purchase platform increased by 612% year-on-year, while Douyin's sales exceeded 100 million [1] - The average retail price of Moutai remained stable across various regions, typically ranging from 1900 to 2400 RMB per bottle [1][3] Group 2: Price Stability - Nationwide data indicates that Moutai's prices are showing "narrow fluctuations and controllable ranges," signaling stability during the liquor industry's adjustment period [3] - In key markets like Jiangsu and Zhejiang, Moutai's prices are holding firm, with original cases priced at 1800 RMB and scattered bottles at 1770 RMB [3] Group 3: Market Dynamics - Moutai's price resilience is attributed to multiple factors, including optimized quota management and adjusted payment cycles, fostering a long-term symbiotic relationship with distributors [4] - The control over low-priced "traffic-generating" products is helping Moutai's prices return to rational expectations, reflecting the company's long-term market strategy [4] Group 4: Investor Sentiment - The capital market shows a long-term optimistic view on Moutai, with the company ranking first in popularity on the A-share market as of November 18 [5] - Investors recognize Moutai's stable performance over the years, which contributes to its long-term value proposition [5] Group 5: Brand Strength - Moutai has been ranked first in the 2025 World Distilled Spirits Brand List, marking its transition from a "Chinese famous liquor" to a "world brand" [5] - The opening of the first Moutai cultural experience center in Guangzhou enhances the brand's cultural premium and consumer trust [5]