走下神坛，走向大众 封面 I 请回答1988 作者I 李东阳 报道 I 李东阳朋友圈 谁是中国人心中最顶级的奢侈品，最通用的社交货币？ 答案各有千秋，但茅台一定是绕不开的选项。 有言道"万顷明珠一瓮收，君王到此也低头"，千百年来茅台在历史的长河中肆意流淌，其身份标签早已 不再是一款普通的酒，而是人情世故的浓缩，金融产品的内核。 但很长一段时间，"价格下跌"成了悬在茅台头顶的一朵疑云。 图源：Pdd截图 这一幕让经销商流泪，黄牛心碎，茅台囤积爱好者直接崩溃。 号称能理财、能抗通胀、永不下跌的神话市场第一硬通货茅台，价格还是崩盘了。 茅台作为消费品，其价格波动本质上是由供需关系决定。正因如此，茅台渐渐成为了反映经济现象的一 面镜子，其价格变化是消费者信心、居民收入、供给侧等多个因素的真实体现。 有媒体曾分析，茅台的开瓶率约在50%左右，多数购买者实则是看中其升值潜力，等待价格上扬。 确实，茅台以往的表现很少让人失望，年均10%～12%的收益率，让不少理财产品相形见绌。 然而，一旦消费品被赋予金融属性，便难免伴随泡沫，而泡沫终有破裂的一天。 在过去，投资茅台一度被视为稳赚不赔的买卖，很多人抢购不是为了喝，而是当作理 ...

Core Insights - The Chinese liquor industry is at a historical crossroads, facing both challenges and opportunities due to rational consumption trends and the impact of artificial intelligence on industry logic [1] - The "World Famous Wine Value Conference" held in Wuhan addressed key industry questions regarding the redefinition of liquor value, the shift from scale expansion to value creation, and the globalization of Chinese liquor [1] Industry Trends - The global liquor industry is undergoing structural changes, with the high-end and luxury segments leading growth at a compound annual growth rate (CAGR) of 10.3%, particularly driven by the Asia-Pacific region [2] - The Chinese baijiu market is expanding steadily, with a CAGR of 2.3%, showcasing strong industry resilience and cultural roots [2] - Traditional business banquet markets are contracting, while personalized and emotionally connected consumption scenarios are rapidly emerging, emphasizing the need for liquor brands to adopt innovative strategies for differentiation [2] Consumer Behavior - The concept of rational consumption has gained consensus, with consumers prioritizing products that offer a balance of cost-effectiveness, quality, and emotional value [4] - The long-term development of world-famous liquors should focus on the values of "coexistence, empathy, and sharing," integrating industry with nature and society [4][5] Internationalization Challenges - China's baijiu currently holds only a 2.3% share in the international market, highlighting the need for the industry to overcome misconceptions and adopt successful strategies from international wine markets [7] - Recommendations for internationalization include aligning with international standards, innovating products and marketing strategies, and fostering collaboration among industry players [7] Innovation and Strategy - Leading companies are responding to industry changes through innovative practices, such as digital empowerment, cross-industry collaborations, and enhancing consumer experiences [10] - Anhui Gujing Group is leveraging digitalization to enhance traditional brewing processes and is actively promoting baijiu internationally [12] - Luzhou Laojiao is focusing on brand innovation through product diversification and cultural collaborations to connect with younger consumers [14] - Qingdao Beer is enhancing consumer engagement through innovative product offerings and efficient delivery systems [19] Future Directions - The conference outlined a clear roadmap for the future of Chinese liquor, emphasizing the importance of gratitude towards nature, commitment to quality, and deep emotional resonance with consumers [30] - The industry is encouraged to embrace the philosophy of "coexistence, empathy, and sharing" to navigate the challenges ahead and achieve sustainable growth [30]