Core Viewpoint - The article discusses the recent price trends of Moutai liquor, highlighting a recovery in prices post "Double Eleven" sales, while also noting the ongoing normalization of promotional activities on e-commerce platforms [3][4]. Price Recovery of Moutai - After the "Double Eleven" sales, the price of 53-degree 500ml Moutai has increased, with online prices on platforms like Taobao and Pinduoduo rising to 1670 yuan per bottle, up by 30 yuan from previous days and nearly 80 yuan from the lowest during the sales [5][6]. - Offline, the retail price of Moutai is around 1700 yuan per bottle across various regions, with some authorized stores charging slightly more. The market demand remains stable, and price adjustments are primarily market-driven [5][6]. Profit Margins and Market Dynamics - Despite the price recovery, profit margins for various stakeholders in the Moutai supply chain are shrinking. Current buyback prices for Moutai are around 1600 yuan per bottle, with minimal profit margins for resellers [9]. - The article notes that the e-commerce price pressures are affecting offline sales channels, leading to a complex pricing environment [9]. E-commerce Trends - E-commerce promotions for Moutai have become a regular occurrence, with prices on some platforms remaining lower than offline wholesale prices even after the "Double Eleven" event [9][10]. - Analysts suggest that the low pricing strategies on e-commerce platforms are part of a broader inventory management strategy rather than a sustainable market trend [10]. Industry Shifts - The article indicates a shift in the white liquor industry from a high-volume growth model to a focus on quality and consumer attributes, necessitating adjustments from both liquor companies and e-commerce platforms [10]. - The increasing reliance on e-commerce for sales is evident, with some companies reporting that online sales have grown from 10% to 40% of their revenue, indicating a significant trend towards digital sales channels [10].

Core Insights - The recent price increase of Moutai reflects a shift in the market dynamics, with e-commerce promotions normalizing and a potential oversupply situation in the liquor industry [1][4] Price Trends - After the "Double Eleven" sales event, the price of Moutai has rebounded, with online prices for 53-degree 500ml Moutai reaching approximately 1670 yuan per bottle, an increase of 30 yuan compared to previous days and nearly 80 yuan higher than the lowest price during the sales [2] - Offline retail prices for Moutai are also around 1700 yuan per bottle, with some wholesalers reporting a price increase to 1695 yuan per bottle, reflecting a rise of about 45 yuan [2][3] Supply and Demand Dynamics - The overall market demand for Moutai has not significantly changed, but the retail prices are adjusting based on market conditions [2][3] - The current cost price for distributors is around 1700 yuan per bottle, despite the factory price being 1169 yuan, indicating that additional costs are incurred through various product offerings [3] E-commerce Impact - E-commerce platforms have established a trend of regular promotions for Moutai, which has led to reduced profit margins for various stakeholders in the supply chain [4] - Despite the price recovery, the profit margins for resellers remain low, with some resellers only marking up prices by 10 to 20 yuan per bottle [4] Industry Trends - The liquor industry is experiencing a shift from a high-volume growth model to a focus on quality, with companies needing to adapt to changing consumer behaviors and market conditions [8] - The trend towards e-commerce in the liquor sector is becoming increasingly prominent, with online sales accounting for a growing percentage of revenue for traditional liquor companies [8]