投中网·2025-05-23 02:29Core Viewpoint - The high-end liquor market in China, particularly the segment above 1000 yuan, is experiencing significant price declines, with major brands like Wuliangye, Guojiao 1573, and Moutai 1935 losing their price stability and market value [4][10][20]. Group 1: Price Trends and Market Dynamics - The retail prices of high-end liquors have dropped significantly, with Wuliangye and Guojiao 1573 now selling for around 930 to 980 yuan, while Moutai 1935 has fallen to as low as 700 yuan [6][10][21]. - The official guidance prices for these products remain high, with Wuliangye at 1499 yuan, Guojiao 1573 at 1399 yuan, and Moutai 1935 at 1188 yuan, but actual market prices are consistently below these levels [6][14][15]. - The decline in prices is attributed to poor market conditions and oversupply, leading to a situation where many retailers are selling below their cost price [17][20]. Group 2: Brand Strategies and Market Positioning - Wuliangye and Guojiao 1573 have historically increased their prices in response to market trends, while Moutai has attempted to fill the gap in the high-end market with Moutai 1935, which has not sustained its initial pricing power [13][16]. - Moutai 1935, launched in 2022, initially saw high demand but has since struggled with excess inventory and declining sales, leading to significant price drops [18][21]. - The competitive landscape is shifting, with brands like Wuliangye and Guojiao 1573 managing to maintain some price stability, while Moutai 1935 is increasingly seen as unable to uphold its market position [23][24]. Group 3: Future Outlook and Industry Challenges - The overall high-end liquor market is facing challenges as consumer demand wanes and price competition intensifies, making it difficult for brands to maintain their pricing strategies [20][24]. - Moutai plans to expand its product offerings and stabilize prices, but the effectiveness of these strategies remains uncertain given the current market conditions [21][22]. - The industry is witnessing a return to more rational consumer behavior, leading to further price corrections and challenges for brands that have previously relied on high pricing strategies [24].