Core Viewpoint - The decline in Moutai's price signifies a significant shift in consumer perception and market dynamics, challenging the previously held "Moutai myth" and reflecting broader economic and cultural changes in China [3][12][15] Group 1: Moutai's Rise to Prominence - Moutai's status as a cultural symbol and its association with power and social status contributed to its rise, transforming it from a mere beverage to a representation of identity and wealth [5][6] - The marketing strategies employed by Moutai, including limited supply and high-profile branding, created a perception of scarcity, elevating its price to that of "liquid gold" [5][6] Group 2: Reasons for Price Decline - Economic slowdown and reduced consumer confidence have led to decreased demand for high-end products like Moutai, with consumers becoming more price-sensitive [6][8] - Regulatory changes, such as the upcoming strict alcohol consumption policies, have further impacted Moutai's sales, particularly in government and corporate sectors [6][8] - The financial speculation surrounding Moutai has diminished, with many distributors facing significant losses as the market corrects itself [8][11] Group 3: Market Reactions - The price drop has been met with mixed reactions; while some consumers celebrate the newfound affordability, distributors and speculators face financial hardships [9][11] - The decline in Moutai's price serves as a warning for the entire liquor industry, which has seen a consistent drop in production and sales, particularly in the mid-range price segment [11] Group 4: Implications of the Price Drop - The return to more rational pricing may allow Moutai to regain its status as a consumer product rather than a speculative asset, potentially broadening its market appeal [12][15] - Moutai's ability to adapt and focus on core consumer markets will be crucial for its future success, as it seeks to balance brand prestige with market realities [13][15]

Group 1 - The core viewpoint is that the price of Moutai has significantly dropped, marking the end of its previous inflated status, with wholesale prices falling below 2000 yuan and reaching a historical low of 1990 yuan [2] - In just 19 days, Moutai's market capitalization evaporated by nearly 200 billion yuan, indicating a substantial correction from years of speculative trading [2] - The current inventory of Moutai has reached 70 million bottles, suggesting a long and challenging process to digest this excess supply [2] Group 2 - The decline in Moutai's price is attributed to changes in consumer demographics and market conditions, particularly the exit of the middle-aged consumer group who previously drove sales through business and official banquets [3] - The implementation of anti-corruption measures and alcohol bans has made middle-aged consumers wary of purchasing Moutai, fearing repercussions for drinking in public settings [3] - Younger consumers are increasingly rejecting Moutai in favor of lower-alcohol beverages like milk tea and fruit wines, viewing Moutai as outdated and disconnected from their preferences [3] Group 3 - The price drop of Moutai could potentially open new sales avenues if it returns to a more reasonable level, making it accessible to a broader audience [5] - The current market situation reflects a significant shift, signaling the end of an era for Moutai [5] Group 4 - Moutai's attempts to attract younger consumers through products like Moutai ice cream and coffee have failed due to high prices and poor taste experiences, leading to negative consumer feedback [7]