Core Viewpoint - The price of Moutai's sub-brand sauce liquor has significantly dropped from 156 yuan to around 60 yuan, reflecting the brutal reshuffling in the mass sauce liquor market [1][5] Group 1: Market Dynamics - The internal document from Guizhou Moutai indicates the cessation of production for the old version of "Taiyuan Liquor," coinciding with the launch of a new product "Taiyuan Red" that maintains a price point under 100 yuan [1][2] - The mass sauce liquor market is currently facing challenges, with the performance of sauce liquor lagging behind other fragrance types like clear and strong aroma [1][6] - The rapid price decline of the old version of Taiyuan Liquor has led to a loss of confidence among distributors, prompting extreme measures from manufacturers to restore brand value [5][6] Group 2: Sales Performance - Taiyuan Liquor achieved over 1 billion yuan in sales within its first year, becoming the first product in Moutai's health liquor division to reach this milestone [2] - The price inversion issue has severely impacted the market, leading to a need for manufacturers to adopt strategies to stabilize prices and restore market order [5][6] Group 3: Industry Challenges - The mass sauce liquor market is experiencing a general crisis after rapid expansion, with high production capacity clashing against rational consumer behavior [6][9] - The competitive landscape at the 100 yuan price point is intense, with many regional brands vying for market share, making it difficult for Taiyuan Liquor to establish a foothold [7][9] - The perception of sauce liquor as high-priced and high-quality conflicts with the current push for more affordable options, creating a dilemma for brand positioning [9][10] Group 4: Strategic Responses - Moutai's management has initiated discussions and strategies to address market challenges, including a focus on digital monitoring and optimizing distributor networks [5][6] - The industry is urged to undergo a profound self-revolution to align with consumer values and establish a sustainable development model [10]