五粮液回应“10年来首次降价”：是补贴，不是调低出厂价

Core Viewpoint - The major price adjustment of the core product, the 52-degree Eighth Generation Wuliangye, has sparked significant market attention, with reports suggesting a price drop to 900 yuan per bottle, although the company clarifies that the factory price remains unchanged at 1019 yuan per bottle, and the perceived price drop is due to subsidy policies [1][3][9]. Price Adjustment Details - Reports indicate that the Eighth Generation Wuliangye's invoice price may drop to 900 yuan per bottle, with potential costs for distributors falling to around 800 yuan per bottle when including various support and rebate policies [1][2][4]. - The company maintains that the factory price of the Eighth Generation Wuliangye has not been adjusted, and the market's perception of a price drop is linked to the implementation of subsidy support policies [3][9]. Market Context - The white liquor industry has experienced a price increase trend from the second half of 2023 to the first half of 2024, with several major brands raising their factory prices, including a notable increase for Wuliangye's Eighth Generation product from 969 yuan to 1019 yuan [8][9]. - The current price drop is viewed as a "structural concession" aimed at alleviating financial and inventory pressures on distributors, allowing them to focus on genuine consumer engagement rather than speculative trading [9][10]. Industry Implications - The adjustment is seen as a strategic move to reward distributors who actively engage with consumers, thereby enhancing the overall consumer experience and driving sales [10]. - Experts in the industry have positively evaluated the decision, suggesting that it could help mitigate financial pressures and redirect resources towards actual consumption [10].