Core Viewpoint - The Chinese liquor industry, particularly the Moutai brand, is experiencing significant price fluctuations amidst a seasonal downturn and promotional activities, raising questions about the sustainability of its pricing and market dynamics [2][3]. Price Stability and Market Dynamics - The actual transaction price of Moutai in Henan is stabilizing around 2100 RMB per bottle, with some variations noted in different stores [2]. - The price fluctuations are attributed to the traditional summer off-season for liquor consumption and an ample market supply, leading to more accessible pricing [2]. - E-commerce platforms are engaging in aggressive price-cutting strategies, which some analysts view as unsustainable marketing tactics rather than genuine market pricing [3]. Changing Consumption Patterns - There is a notable increase in the opening rate of Moutai bottles, with 40% of bottles being opened at events like weddings, indicating a shift from investment and collection to consumption [4]. - The consumer base is evolving from high-end real estate developers to middle-class families, reflecting a broader market trend towards quality living [5]. Value Proposition and Brand Positioning - Moutai is transitioning from being viewed as a "circulation symbol" to a product meant for consumption, reinforcing its deep-rooted value logic [6]. - The brand's pricing resilience is linked to its quality barriers, which include a complex production process and a commitment to high-quality products [6]. - Moutai's scarcity is a critical factor in its value, with its annual production capacity being only 0.6% of China's total liquor output, emphasizing its unique geographical and cultural heritage [6]. Social Currency and Cultural Significance - Moutai retains its status as a "hard currency" in social settings, maintaining its irreplaceable role in high-end gatherings and cultural traditions [7].

逛吃、游购、嗨买，尽情的消费同欣赏秀丽美景、体验精彩项目一样能刺激多巴胺释放。泰州早茶 市集融合武侠元素，一家老少饮食游玩一站式解决；如东虹桥村引入海底捞田野快闪店，解锁乡村旅游 新体验；常州太湖湾音乐节引得乐迷豪迈带动6.5亿元周边消费，将品牌价值转化为持续收益……"五 一"假期，江苏各地通过"场景变革"重构消费生态，带动消费热潮。 宿迁：外贸"尖货"成为内销"黑马" 5月2日，宿迁市宿城区吾悦广场内人声鼎沸。"活动花样多、优惠力度大，吃喝玩乐购全都能满 足。"游客孙梦对宿城区推出的外贸优品转内销活动连连点赞。 "五一"假期，宿迁全市联动开展"嗨在宿迁·缤纷五一"促消费暨外贸优品转内销活动。宿城区以"内 贸外贸一体化"为主题，开展外贸优品出口转内销专场活动。"本次活动推动市内外30家重点外贸企业在 核心商业综合体建立外贸优品内销专区。"宿城区商务局相关负责人介绍，该区努力让外贸"尖货"成为 内销"黑马"，着力开拓消费市场，促进内外贸一体化发展。 在古城街道宝龙金鹰街区，游客往来如织。"这里一直是我们购物的首选，吃饭、逛街、看电影一 站式搞定。"正在挑选心仪商品的大学生刘宇欣说。聚焦"潮购、亲子、美食、文旅" ...