茅台价格坐火箭？一天狂涨70元！黄牛狂欢背后，藏着卖不动的尴尬

Core Viewpoint - The article analyzes the recent fluctuations in the price of Moutai, detailing its price drop, subsequent rise, and eventual decline, while exploring the company's price control strategy and underlying factors such as stockpiling and economic downturns [1][3]. Price Fluctuations - Moutai's price recently fell below the guidance price of 1499 yuan, reaching a new low since 2018 at 1485 yuan per bottle, causing distress among scalpers [1][3]. - Just two days later, the price surged to 1570 yuan, an increase of 70 yuan in one day, before dropping again to 1550 yuan, showcasing extreme volatility [3]. Price Control Strategy - Moutai's emergency meeting on the night of the 12th initiated a "hard control" strategy aimed at stabilizing prices, which is seen as a significant move in the liquor industry [3][5]. - The company decided to halt the supply of remaining stock for this year, allowing only pre-paid bottles to distributors, and significantly reducing the allocation of less popular products for the next year [5]. Market Dynamics - The current market situation indicates that most consumers are purchasing Moutai for stockpiling or gifting rather than consumption, leading to a surplus of unsold new stock [5][7]. - The strategy of stopping supply is intended to force consumers to deplete their existing inventory, thereby creating demand for new products once the old stock is consumed [7]. Economic Context - The article draws parallels between the high-end liquor market and the real estate sector, suggesting that the economic downturn has weakened the social status associated with Moutai, which was previously a symbol of wealth and success [9][11]. - The decline in Moutai's price from over 2000 yuan to 1500 yuan reflects broader economic challenges, with luxury goods like Moutai and Hermes experiencing significant sales drops [11]. Future Outlook - The recent price rebound for Moutai is viewed as a temporary phenomenon, with the expectation that without an improvement in the overall economic environment, the brand will continue to face challenges [13].