KWEICHOW MOUTAI(SH:600519) 证券时报·2025-08-12 12:10Core Viewpoint - The recent launch of the "Guizhou Moutai (70th Anniversary of the Five-Star Trademark)" has seen a significant surge in secondary market prices, indicating strong consumer demand and potential speculative risks in the market [1][3][4]. Group 1: Product Launch and Market Response - Guizhou Moutai released a limited edition product priced at 7000 yuan per bottle, with a total of 25,568 bottles available [3]. - The product sold out within 2 minutes, generating approximately 179 million yuan in direct sales revenue for Guizhou Moutai [3]. - Following the launch, secondary market prices quickly rose, with listings on platforms like JD.com reaching around 15,000 yuan per bottle, and some sellers even pricing it at 34,999 yuan [1][4][7]. Group 2: Unique Product Features - The product features a unique "one bottle, one code" concept, with each bottle having a distinct identity code corresponding to the 70 years of the brand's history [9]. - This personalized aspect, referred to as "birthday Moutai," appeals to consumers looking for emotional connections with the product [9][11]. Group 3: Emotional Consumption Trend - The launch aligns with the growing trend of emotional consumption, where consumers seek products that provide emotional value and connection rather than just utility [12][13]. - Guizhou Moutai's strategy emphasizes the importance of emotional value in consumer purchasing decisions, reflecting a shift from survival-based consumption to enjoyment and spiritual fulfillment [12][13].