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in the past, the total supply of moutai was limited, and the scarcity of moutai led to a huge price difference and financial attributes, which attracted investment and hoarding, and led to a huge demand for social inventory. however, with the annual expansion of moutai and the changes in the domestic economic consumption situation, this seemingly stable market supply and demand relationship began to change. when the price of moutai is difficult to stabilize, it will also cause fluctuations in social inventory.
e-commerce platforms are another new variable, and their impact on the offline wine price system has also become a new problem. the douyin platform has provided subsidies of tens of millions of yuan, subsidizing the price of wuliangye puwu to 845 yuan per bottle and guojiao 1573 to 810 yuan per bottle, which are far lower than the market retail price. this behavior reflects the contradiction between consumers' pursuit of quality-price ratio and the business needs of wine companies, especially famous wine companies, to maintain the high-end market and sprint to higher levels.
market analysts believe that in addition to the problem of market recovery not being as expected, the contradiction between the price reduction of e-commerce platforms and the price stability of manufacturers is also a key issue that is difficult to resolve in the short term. in the long run, it is the change in consumer sensitivity to prices and the need for wine companies to maintain high-end market demand. since the outbreak, the adjustment of the liquor market has lagged significantly behind that of other consumer categories, which will lead to a deeper adjustment, requiring wine companies to be prepared and anticipate difficulties.
however, the mystery surrounding moutai is not just determined by economic and market factors, but also needs to consider the influence of cultural and social factors. people are used to associating alcohol with specific occasions and emotions, which makes alcohol consumption behavior closely related to the philosophy of life. the combined effect of this emotional need and social environment will have an impact on the price trend of moutai.
