Core Viewpoint - The market price of 53-degree 500ml Flying Moutai has recently fallen below 1800 yuan, leading to significant regret among those who hoarded the product, as they face losses if they sell and potential further declines if they hold on [1][2][6] Price Trends - The market price of Flying Moutai has dropped significantly, losing key price thresholds of 2500 yuan, 2400 yuan, and 2200 yuan, and is now approaching the official guide price of 1499 yuan [2][19] - During the 618 shopping festival, the retail price of Flying Moutai was around 1800 yuan, with some platforms offering even lower prices, raising concerns about authenticity [2][7] Market Sentiment - The atmosphere among resellers, including scalpers and wine merchants, has turned negative, with many expressing a lack of enthusiasm for buying back Flying Moutai due to falling prices [6][7] - The once vibrant discussions in "Moutai fan" groups have diminished, with participants no longer sharing tips on purchasing or celebrating successful acquisitions [1][6] Sales Dynamics - Many buyers who successfully purchased 1L Flying Moutai from the iMoutai platform are reluctant to pick up their orders due to the current market conditions, which would result in losses upon resale [8][10][18] - The 1L Flying Moutai, which had a guide price of 3799 yuan, is now being sold at prices below the official guide, with some resellers refusing to buy back due to anticipated losses [7][19] Industry Challenges - The broader white wine industry is experiencing a price correction, with many products, including Moutai 1935, facing significant price declines and market challenges [19][22] - The financial appeal of Moutai has diminished, as younger consumers show less interest in traditional wine culture, leading to a shift in market dynamics [22][24] Company Response - Moutai's management is actively engaging with distributors to stabilize prices and boost confidence in the market, indicating a strategic approach to navigate the current downturn [21][22]

近期，飞天茅台终端价格波动再度引起各界关注。 线上平台来看，飞天茅台的展示价格出现回落，但从产品流通的线下渠道来看，根据部分经销商和线下 终端反馈，飞天茅台线下价格稳定在2100元/瓶以上，相关从业者还反映，近期飞天茅台在宴席等场景 的出货和开瓶率相比此前有所提高。 飞天茅台的宴席消费、品饮消费等正逐步增加，反映的是该产品能在相关场景下解决消费者的需求，在 消费者消费趋于理性的大背景下，产品是需要满足具体场景的具体需求，而茅台酒产品价值、品牌价值 以及社交属性等，显然可以为消费者的多元化场景需求进行赋能，这也促使了茅台酒回归初心，通 过"以人为本"的方式去触达消费者。 值得注意的是，"以人为本""满足需求"是全球知名消费品拓展市场和品牌的主要路径，这也是茅台应对 市场所采取的策略，通过聚焦消费者与各相关方的实际需求和情绪感受，助力贵州茅台穿越本轮周期。 经销商：飞天茅台在2100元或以上 据了解，目前市场进入到"618"大促，在百亿补贴等影响下多款白酒价格受到影响，其中就包括飞天茅 台，引起舆论讨论。 虽然互联网流通出售的飞天茅台占比越来越大，但是该产品的"大货"仍集中在线下渠道进行流通，线下 反映的价格或一 ...