Core Insights - The launch of a limited edition commemorative liquor priced at 7000 yuan by Kweichow Moutai has sparked a buying frenzy, with 25,568 bottles released to celebrate the 70th anniversary of the "Five-Star" trademark [1] - The unique aspect of this commemorative liquor is that consumers can choose specific year codes, adding personal significance to each bottle, which has led to high demand and speculation in the market [1][6] - Despite the initial excitement, the secondary market for this liquor has shown signs of depreciation, with sellers lowering their price expectations after the initial launch [6] Company Performance - Kweichow Moutai's overall revenue for the previous year was 174.144 billion yuan, with the core product, Feitian Moutai, accounting for approximately 84% of this revenue [10] - The wholesale price of Feitian Moutai has been declining, dropping from around 2200 yuan at the beginning of the year to 1875 yuan, indicating a challenging market environment for the company [10] - The performance of the commemorative liquor may become a focal point for investors, especially as the overall white liquor industry is undergoing significant adjustments [10]

"今天黄牛圈的大战开始了"。8月8日9时，贵州茅台（600519）旗下i茅台APP上线一款售价7000元的纪念酒新品，限量25568瓶、售完即止，每人实名限 购一瓶。 这是为纪念"五星牌"商标启用70周年特别推出的典藏产品，25568瓶的数字，对应着商标自诞生之日至2024年4月30日的每个日夜。 特别之处在于，每瓶纪念酒都有独特的身份编码，可以对应上人的生日或者纪念日，且每个编码仅此一瓶，这被市场认为具有较高的流通属性、收藏价 值。 《国际金融报》记者注意到，该品正式发售的前一天，已有网友表示愿意溢价收购与父亲生日相同编号的纪念酒，用于礼赠收藏。 今年的白酒市场不太景气，这种难得的"大概率溢价"产品令许多"黄牛"摩拳擦掌。 小编码1分钟售罄 7000元的高定价、一瓶一编码的稀缺性让这款纪念酒自带热度，消费者还可以选择自己想要的年份编号购买。 《国际金融报》记者今天上午九点准时进入i茅台APP发现，身份编码较小（2000年之前）的产品仅1分钟就显示"已售罄"；到3分钟左右，几乎所有产品显 示"已售罄"。 不过，由于15分钟不付款就自动取消订单的机制，9：15分开始有小编码的纪念酒陆续放出，但很多参与抢购的用户 ...

今日（8月8日）上午9点，贵州茅台超高端新品"贵州茅台酒（五星商标上市70周年纪念）"（以下简称五星茅台纪念酒）在"i茅台"正式开 售。虽然单瓶价格高达7000元，但却挡不住"茅粉"的抢购热情。 据悉，这款新品每一瓶均印有专属身份编码（19540501~20240430），限量25568瓶对应25568个专属身份编码。瓶身采用玻璃材质，以精 湛工艺复刻"三节瓶"轮廓，在设计上致敬1954年的老版茅台酒瓶。 《每日经济新闻·将进酒》记者了解到，正是因为其特殊属性，该新品早早成为部分"黄牛"争抢的对象。今日9点新品一上线即被"疯抢"， 据记者粗略估算，该产品收入达到1.79亿元。 不过，短期的炒作不可持续，当前处于行业调整期，飞天茅台、蛇年生肖茅台、茅台1935市场价格齐跌，行业争相抢夺"质价比"市场；而 为了迎合年轻消费者，更是开启了一轮"低度"竞赛。如今，茅台却反其道行之，推出7000元/瓶限量款超高端产品，是什么打算呢？ "一日一瓶"试水情绪价值 1954年5月1日，茅台酒厂以"金轮牌"商标的诞生开启了品牌化的道路。其核心的五星元素被麦穗环抱、齿轮托举，而这也是如今"五星 牌"贵州茅台酒商标的前身。 为了纪 ...

Core Insights - Guizhou Moutai launched a high-end product, "Guizhou Moutai (Five-Star Trademark 70th Anniversary Commemorative)", priced at 7000 yuan per bottle, which has generated significant consumer interest despite the high price point [1][4] - The product is limited to 25,568 bottles, each with a unique identity code, reflecting the 25,568 days since the brand's inception in 1954 [4][15] - The launch coincides with a broader industry adjustment, where other Moutai products are experiencing price declines, prompting the company to adopt a unique marketing strategy to attract younger consumers [4][16] Product Details - The commemorative bottle design pays homage to the original 1954 Moutai bottle, featuring a glass material and a unique identity code for each bottle [1][4] - The product's launch generated approximately 1.79 billion yuan in revenue within minutes, indicating strong demand despite market fluctuations [4][16] - Consumers can select specific identity codes during purchase, with certain years selling out almost immediately, showcasing the product's appeal [5][15] Market Context - The white liquor industry is currently facing a slowdown in consumer demand, with Moutai's core products experiencing price volatility [15][16] - The introduction of the commemorative product aligns with Moutai's strategy to enhance emotional value and brand recognition among consumers [15][16] - Analysts suggest that the unique date coding may lead to a "one code, one price" market scenario, particularly for auspicious numbers, indicating potential for future price appreciation [13][16] Strategic Intent - Moutai's strategy appears to focus on reinforcing its high-end brand narrative through limited edition products, thereby maintaining pricing power and avoiding traditional distribution channel issues [16] - The company has been actively launching new products throughout the year, including zodiac-themed and special edition bottles, to increase market reach and address supply-demand mismatches [16][17] - Moutai's management has emphasized a consumer-centric approach, aiming to enhance product accessibility and align with evolving consumer preferences [16][17]