谁在定义茅台酒价格？调研酒商与电商揭秘“真实”与“幻象”

Core Viewpoint - The article discusses the discrepancies in the retail prices of Feitian Moutai liquor, highlighting the differences between online price listings and actual retail prices in physical stores, especially during the upcoming Mid-Autumn Festival and National Day holidays [1]. Market Investigation - The retail price of Feitian Moutai remains stable around 1900 yuan, with slight fluctuations due to increased demand during the holiday season [3]. - Prices vary by region and packaging type, with scattered bottle prices in Beijing exceeding 1800 yuan and original box prices above 1900 yuan [3]. - Group purchase customers receive lower prices compared to regular customers, as seen in Hunan where group prices are around 1880 yuan while regular prices are 1950 yuan [3]. - Online platforms often show prices below 1800 yuan, which differ significantly from offline retail prices and other e-commerce platforms like JD.com, where prices are around 1940 yuan for single bottles [3]. Price Discrepancies - Many self-media platforms report varying prices for Feitian Moutai, with quotes ranging from 1760 to 1850 yuan, but these are often wholesale prices rather than retail prices [5][6]. - The prices listed on these platforms are primarily for reference among wholesalers and do not reflect the actual retail prices consumers will pay [6]. - Additional costs such as logistics, taxes, and operational expenses contribute to the final retail price, which can be 10% to 15% higher than the quoted prices on self-media platforms [8]. E-commerce Dynamics - E-commerce platforms are using subsidies to attract consumers, leading to the perception of lower prices for Feitian Moutai, especially during promotional periods [11]. - Some e-commerce listings may use misleading tactics, such as advertising low prices that lead to pre-order links or lottery activities, creating a false sense of scarcity [12]. - Non-standard sellers may offer "export versions" or "overseas versions" at lower prices, but these can often be counterfeit or of inferior quality, posing risks to consumers [12]. Recommendations from Liquor Merchants - Merchants suggest that consumers should prioritize purchasing from reputable channels to ensure authenticity, as there is no single reliable platform for checking Moutai prices [14]. - Many consumers are more concerned with the authenticity of the product rather than minor price differences, favoring established stores and large liquor shops [14]. - The article concludes that the evolving market dynamics and consumer awareness are shaping a more mature and transparent liquor market [15].