来源：红星新闻 2025年，中国白酒行业在消费代际更迭与宏观经济波动下加速分化。 作为市场晴雨表的53度飞天茅台，其价格走势与销售动向持续牵动行业神经。 近日，红星新闻走访了多家线下门店以及采访多地酒商发现，尽管市场环境波动，53度飞天茅台终端价格整体平 稳，与此同时，茅台的客群与场景也在发生转变。 除了价格外，库存问题也是白酒行业关注的重点。 价格与销量：价格平稳，库存相对健康 今年以来，茅台酒市场价格相关信息备受市场关注。 8月8日，红星新闻记者从成都市区多家连锁超市、酒行了解到，目前散瓶装53度飞天茅台售价比较平稳。多地酒 商也表示，价格体系呈现区域分化但整体稳中有升的特征。 记者从河南酒商处了解到，近年来，茅台持续为经销商提供丰富的市场支持，包括品鉴会、文化推广、走进企 业、圈层拓展等活动，帮助经销商和客户强化品牌认知、拓展客群。 同时，有酒商表示，当前郑州市场飞天茅台库存处于合理区间。随着中秋旺季临近，动销有望加速，库存将进一 步回归健康。 贵州酒商表示，茅台为经销商提供一系列市场活动支持，比如开展品鉴会、文化推广活动等，助力提升品牌影响 力和产品销量。就库存水平而言，目前处于相对健康状态，没有出现 ...

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].