记者丨肖夏 实习生侯朝霞 编辑丨高梦阳 在五粮液传出"调价"消息后，近一周业内都在关注：其他高端白酒会不会跟进？哪些会跟进？ 过去这轮周期，飞天茅台在高端白酒市场逐渐一骑绝尘，五粮液、国窖1573跟随其后，郎酒青花郎、君 品习酒亦有一定份额，茅台1935近年更是异军突起，在酱香赛道的位次连续上升。 但一直屹立前三的，还是飞天茅台、第八代五粮液、国窖1573。后两者同为川酒、同为浓香，且价格接 近，在市场策略方面经常出现联动。 过去几天，与21世纪经济报道记者交流的行业观察人士、机构人士，对国窖1573是否会跟随五粮液"调 价"给出了不同看法。 多位交流对象认为，国窖1573会再次采用跟随战术，但预计暂不会动出厂价，而是采取和五粮液类似的 打法，通过向渠道提供更多补贴"曲线降价"。 酒业评论人肖竹青认为，（五粮液之后）明年会轮到国窖1573跟进。"下一步是'放量抢位赛'，谁先降 价谁先吃到份额，后跟进者只能捡剩余市场。"另有券商人士也对21世纪经济报道记者表示，"国窖1573 必须跟。" 上一轮调整期以来，无论提价还是降价，国窖1573大部分时候紧跟五粮液。反映到市场价上，两者高度 单品的差价，大部分时候控制在 ...

工商登记资料显示，四川省古蔺郎酒厂（泸州）有限公司成立于2012年2月，法定代表人为汪健，经营范围包括白酒 的生产、包装与销售。作为郎酒集团在泸州的重要生产与供应基地，该公司承担着集团核心产品生产、仓储及部分市 场供应职能，是郎酒产能布局的重要组成部分。 白酒龙头企业郎酒集团再度加码资本投入。近日，四川省古蔺郎酒厂（泸州）有限公司完成工商变更，注册资本由28 亿元人民币增至35亿元，增幅约25%。根据天眼查App信息显示，该公司由四川郎酒股份有限公司全资控股。 业内预计，随着郎酒在产能、品质与品牌端的多重发力，公司在高端白酒市场的竞争优势有望持续扩大，也将带动泸 州地区白酒产业链的协同发展。 泸州作为中国白酒产业集群的重要城市，拥有完善的酿造产业链与配套基础设施。业内分析认为，郎酒通过增资泸州 公司，不仅有助于完善区域产能布局，还将推动企业在原酒储能、生产线智能化改造以及环保节能项目上的持续投 入。 从产业趋势来看，高端白酒企业正普遍加快生产基地现代化建设与资本扩充步伐，以巩固市场地位并强化长期竞争 力。郎酒集团通过此次资本增资，进一步增强了集团在四川乃至全国市场的生产与供应能力，为品牌持续增长奠定了 坚实基 ...

Core Insights - The launch of Moutai 1935 in early 2022 was highly anticipated, aiming to capture the high-end market segment priced around 1,000 yuan, competing with brands like Wuliangye and Guojiao 1573 [1][4] - However, the market performance of Moutai 1935 has been disappointing, with its price dropping from nearly 2,000 yuan to just over 1,000 yuan, reflecting a significant decline [3][4] - The revenue for the Moutai sauce-flavored liquor segment, including Moutai 1935, was only 13.763 billion yuan, with a growth rate of 4.69%, far below the previous years' growth rates of over 25% [3][4] Market Dynamics - The initial hype around Moutai 1935 saw its price soar due to high demand, but this was not sustainable as the market shifted towards a more rational consumption pattern [4][5] - The supply-demand dynamics have reversed, with increased production capacity leading to greater market supply, while demand for high-end liquor has contracted due to macroeconomic factors [5][9] - Competitors like Wuliangye and Guojiao 1573 have established strong market positions, with Wuliangye's high-end products generating over 60 billion yuan in revenue in 2023, and Guojiao 1573 crossing 20 billion yuan [6][7] Competitive Landscape - Wuliangye's strong brand presence and mature distribution network give it a competitive edge in the high-end liquor market [6] - Guojiao 1573 has successfully utilized targeted marketing strategies to strengthen its position, while Qinghualang leverages its technical expertise in sauce-flavored liquor [6][7] - Junpin Xijiu has rapidly grown by focusing on quality and cost-effectiveness, achieving over 20 billion yuan in revenue in 2023 [7] Consumer Trends - The purchasing motivations of younger consumers are shifting from gift-giving to personal consumption and social drinking, impacting the demand for high-end liquor [7][9] - Moutai 1935 lacks a distinct taste profile and situational adaptability compared to competitors, making it less appealing to consumers [7][9] Strategic Recommendations - Moutai needs to redefine Moutai 1935's product value beyond being a cheaper alternative to Feitian, focusing on unique product positioning and consumer engagement [10][11] - Strengthening channel management and price control is essential to avoid price wars and maintain brand integrity [11] - Moutai should enhance its brand appeal among younger consumers through innovative marketing strategies and community engagement [11][12] Conclusion - The challenges faced by Moutai 1935 reflect a broader trend in the high-end liquor market, where brand prestige alone is insufficient for success [12] - To thrive in the competitive 1,000 yuan segment, Moutai must enhance product quality, clarify brand positioning, and develop a robust distribution ecosystem [12]