新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 专题：2026年茅台全国经销商联谊会 四，持续强化终端建设，加大样板市场建设，完成终端建设2115家。 中国酒业独立评论人肖竹青表示，贵州茅台正推动以消费者为中心的市场化改革。在本次表彰中，茅台 葡萄酒也表彰了很多善于做消费者拉动和做消费人群互动的优秀代理商，说明贵州茅台在以实际行动鼓 励经销商做消费人群的培育和互动。 据《酒价内参》显示，随着控量政策将公布，飞天茅台近五日终端成交价稳定在1816-1827元；精品茅 台价格则在五日内上涨114元，由2281元一路涨至2395元，涨幅达5%。 责任编辑：韦子蓉 12月28日，2026年茅台葡萄酒经销商大会召开。新浪财经《酒业内参》获悉，茅台葡萄酒公司党委书 记、董事长李春风首先回顾了2025年的工作。 市场方面，茅台葡萄酒出台多项举措夯实市场基础： 一，巩固和拓展营销渠道，坚持市场导向原则，逐步构建自主渠道体系，建立渠道商200余家。其中， 新开发渠道商37家，独立渠道商70家；加强线上渠道合作，线上销售超过10%。 二，主动适应新场景，聚焦商务宴请、朋友聚会、家庭自饮、休闲轻饮等场景，拓展新兴客群，培 ...

但这两年他明显感受到了市场温度的剧烈变动。2025年，新加坡飞天茅台终端批发价在300元新币（约 合1650人民币）上下浮动，经销商利润空间缩水。 2025年10月起，云伟龙决定做出改变。他新增代理贵州习酒，重新与剑南春合作，把业务铺得更大，寻 找单一增长点之外的市场机会。 智通财经记者 | 武冰聪 智通财经编辑 | 任雪松 64岁的新加坡人云伟龙回想起做中国白酒生意的21年，心情就像坐上了过山车。 作为新加坡市场老牌的茅台经销商，他在市场冷暖变化中浮沉。市场景气时，飞天茅台在新加坡的零售 价能比国内市场价高出10%-15%。海外经销商需要承担关税、人力、仓储等成本，但仍能获得可观的利 润空间。 加坡经销商云伟龙21年间销售多品牌中国白酒/制图：何苗 在新加坡和东南亚市场专营中国白酒生意21年，云伟龙如同中国白酒在海外市场的"拓荒者"。2004年， 由于没有市场认可度，他把两个货柜的茅台葡萄酒砸在了手里。时任贵州茅台董事长的季克良建议他， 卖真正的"拳头产品"飞天茅台。 2006年，他在新加坡开起了第一家贵州茅台专卖店。之后他陆续把茅台酒生意做到了马来西亚和柬埔 寨，又开始与五粮液、泸州老窖、国台酒、习酒合作 ...

Core Viewpoint - The price of Feitian Moutai has dropped to 1499 yuan, raising concerns about the future of the liquor industry, but it is important to recognize that Moutai is just one brand in a vast industry worth nearly 800 billion yuan, and its price fluctuations do not solely dictate the health of the entire sector [3][4][6]. Industry Impact - The drop in Feitian Moutai's price is attributed to e-commerce promotions and market changes, leading to a potential "domino effect" that could pressure other products in the industry [4][6]. - The offline retail price of Feitian Moutai remains around 1800 yuan, close to the breakeven point for distributors, indicating that further price declines could lead to negative operating conditions for them [4][6]. - The liquor industry is experiencing a cooling trend, with the third quarter showing poor performance, which may continue to affect market dynamics [6][9]. Strategic Adjustments - Moutai has implemented measures to manage market prices, aiming to maintain a price above 1800 yuan, despite the recent price drop [7][9]. - The company has reduced production for 2024, with an expected output of approximately 56,300 tons, marking a decrease of about 900 tons year-on-year, indicating a strategic shift in response to market conditions [9]. Consumer Trends - The consumer base is evolving, with younger generations (80s and 90s) becoming the main consumers, leading to a diversification of demand beyond just high-priced products [10][11]. - Other brands, such as Boliang and Shuijingfang, are gaining popularity due to their affordability and quality, suggesting that price is not the only factor influencing consumer choices [15][18]. Market Outlook - The liquor industry is expected to undergo significant changes as it adapts to new consumer preferences and market conditions, with a focus on quality and cultural value rather than just price [10][11]. - Despite the challenges posed by price fluctuations of high-end products like Feitian Moutai, the overall liquor market remains resilient, with opportunities for growth in various segments [18][19].

Core Viewpoint - The event "Moutai Red: Seeking Beauty in the East (Coastal Line)" in Ningbo aims to elevate the cultural recognition and emotional connection of consumers to Moutai wine by linking it with significant cultural symbols like the Maritime Silk Road [4][12]. Group 1: Historical and Cultural Context - Ningbo, as a starting port of the Maritime Silk Road, has historically facilitated the exchange of goods and culture between the East and West, highlighting its importance in international trade [3][6]. - The event emphasizes the historical significance of Ningbo in the transmission of winemaking techniques from Persia and the Arab world to China during the Tang and Song dynasties [6]. Group 2: Brand Strategy and Consumer Engagement - Moutai wine is focusing on breaking the traditional perception of wine as merely a dining accompaniment, aiming to position it as a lifestyle choice [9][12]. - The company plans to introduce innovative products such as low-alcohol fruit-flavored wines and small bottle designs to cater to the preferences of younger consumers and those seeking convenience [12]. Group 3: Marketing and Experience Innovation - The event features a multifaceted approach to consumer engagement, combining cultural performances, local art experiences, and wine tasting to create a high-value experience [11][18]. - Moutai wine is committed to a strategic shift from selling products to selling a lifestyle, enhancing consumer experiences through innovative marketing [18][20]. Group 4: Quality and Future Vision - The company emphasizes quality as the foundation of its brand, utilizing the best grape varieties and unique blending techniques to ensure high-quality products [15]. - Moutai wine aims to define an "Eastern Paradigm" in the wine industry, merging the historical context of Ningbo with its brand vision to create a distinctive wine aesthetic and value standard [18].

Core Viewpoint - The price of 53-degree Feitian Moutai has dropped significantly, nearing the psychological threshold of 2000 yuan per bottle, with a decline of over 10% compared to the same period in 2023 and 2024 [2][6][7]. Price Trends - As of June 10, the wholesale price for 53-degree Feitian Moutai reached 2020 yuan per bottle for loose bottles and 2080 yuan for boxed bottles [2]. - The retail price in some Beijing stores is around 2100-2300 yuan per bottle, with indications that prices may rise slightly after mid-July due to seasonal demand [2]. - The recovery price for loose bottles has fallen below 2000 yuan, reaching 1970 yuan, marking a historical low [6]. Market Dynamics - The decline in prices is attributed to the end of the peak consumption season around the Dragon Boat Festival, leading to a seasonal downturn in white liquor sales [6][7]. - E-commerce promotions, particularly during the "6·18" sales event, have further pressured prices, with some platforms offering Moutai at prices as low as 1499 yuan [7][8]. Supply Chain and Distribution - Moutai has increased the distribution of non-standard products, which has affected the demand for Feitian Moutai, contributing to the price drop [8]. - The company has implemented measures to control supply, including halting direct sales of 500ml Feitian Moutai and freezing a portion of inventory to stabilize prices [8][9]. Strategic Adjustments - Moutai plans to adjust its product structure across various sales channels to enhance consumer reach and improve operational capabilities [9]. - The company aims to adapt to changing consumer behaviors and preferences by exploring new consumption scenarios beyond traditional gifting and dining occasions [9].