“最低50万开茅台直营店”？茅台辟谣：不实

Core Viewpoint - Recent rumors regarding the opening of Moutai franchise stores have been identified as scams, with the company denying any authorization for such activities and emphasizing the importance of combating these false claims [2][5][9]. Group 1: Rumors and Scams - There have been multiple scams claiming that Moutai is opening franchise stores, with offers of guaranteed monthly allocations of Moutai products for a significant investment [2]. - In September, fraudulent activities were reported where individuals posed as representatives of Moutai, promoting events like "Moutai Group Procurement Summit" and claiming to recruit franchisees [5][7]. - Despite Moutai's official denials, rumors about low-price direct purchases of Moutai continue to circulate, misleading potential investors [7][9]. Group 2: Market Conditions - The price of Moutai has been on a downward trend, with the wholesale price of the 2025 Moutai bottle reported at 1640 yuan, having dropped below 1700 yuan since late October [10]. - Throughout 2023, Moutai's market performance has shown significant price declines, with the wholesale price falling below key psychological thresholds, raising concerns about product authenticity [10]. - The company's revenue growth has slowed, with a reported total revenue of 130.9 billion yuan for the first three quarters of 2023, marking a growth rate of only 6.32%, the lowest in nearly 11 years [12]. Group 3: Management Changes - Recent management changes at Moutai, including the resignation of the former chairman and the appointment of a new chairman without prior experience in the liquor industry, have contributed to market uncertainty [12]. - The new leadership often brings changes in strategy and marketing, creating an environment where rumors can thrive, particularly following the recent appointment of the new chairman [12].