白酒龙头又要在婚宴赛道“拼刺刀”了

Core Viewpoint - The article discusses the challenges faced by Moutai 1935 in regaining its market position and price stability, particularly in the banquet market, amidst a backdrop of declining prices and increased competition [3][5]. Group 1: Market Performance - Moutai 1935, once priced at 1188 yuan per bottle at launch, saw its price peak at over 1800 yuan but has since dropped significantly, with current prices around 750 yuan, far below the 1000 yuan benchmark [7][9]. - Sales figures for Moutai 1935 were impressive initially, with over 110 billion yuan in sales in 2023 and 160 billion yuan within 700 days of launch, but prices have since fallen by approximately two-thirds [9][13]. - The decline in Moutai 1935's price has led to significant inventory issues for distributors, with many facing losses on sales [9][13]. Group 2: Strategic Initiatives - Moutai has introduced new banquet policies, including a bottle cap refund promotion and a honeymoon package for wedding events, to stimulate demand in the banquet market [4][15]. - The company is also diversifying its product offerings, including a new 1.935L bottle size, to cater to different consumer needs and enhance market competitiveness [15][16]. - Moutai's management emphasizes collaboration with other liquor companies to foster a rational consumption ecosystem and explore differentiated development paths [11][13]. Group 3: Competitive Landscape - The banquet market represents a significant opportunity, accounting for 40% of the total revenue in the liquor industry, with wedding events comprising half of this segment [16]. - Other liquor companies, such as Guotai and Wuliangye, are also aggressively targeting the banquet market, indicating a highly competitive environment [17]. - The shift from price competition to scenario-based competition highlights the evolving dynamics within the liquor industry, making it challenging for Moutai 1935 to regain its former market position [17].