Moutai can't stop the decline, see you below 2000 yuan?

懂酒谛

2024-06-22 16:06Published in Beijing

Moutai can't stop the decline, see you below 2000 yuan?

Author—Yu Zaiyang

In this round of trends, the price and stock price of Kweichow Moutai both fell, and the decline was fast and large, which has exceeded people's imagination. In fact, for Kweichow Moutai in a falling market, one of the questions that people are most concerned about is, what is the target of Moutai's price bottoming? Will it fall below 2,000 yuan?

In this regard, some market pessimists believe that this round of Moutai's market will continue to plummet, and it may eventually impact the "iron bucket defense line" of 1499 yuan/bottle that Moutai Distillery has held for many years. However, the market still needs to give the ultimate answer to how deep the price of Moutai will fall in the end, after all, in the history of Moutai, its price has also been cut in half and upside down.

The yin fell more than once, and the price of Moutai 1935 was upside down

At present, Moutai can be said to be a house leak that has been raining, and bad news is one after another. People already have a psychological expectation that the price of Moutai will continue to fall, and the stock price of Moutai will also continue to fall.

The news just came out that after the distillery issued a price stabilization signal, the price of Feitian Moutai briefly stabilized, and then entered a downward trend again. According to the data of multiple third-party platforms, the batch price of Feitian Moutai bulk bottles has fallen to 2,260 yuan/bottle, and the batch price of the whole box has fallen to about 2,550 yuan/bottle.

At present, its batch price has fallen below the 800 yuan mark, and the low price of 750 yuan/bottle has been quoted, which is significantly lower than the official ex-factory price of 798 yuan/bottle, which makes the channel merchants fall into the dilemma of "price inversion".

Although Moutai is expensive as the "king of kings" of Chinese liquor, it does not hold the "price can not fall below 2,000 yuan" of the gold medal and Danshu iron coupons, and the price of this round of the market has bottomed out, and the target may be below 2,000 yuan.

Moutai's convenient appraisal service

The proliferation of fake Moutai liquor in the market has become a well-known stubborn disease, especially the fake liquor sold online, which makes consumers be cautious, but even so, it is difficult to resist the harm of fake Moutai to the interests of consumers.

What should consumers do if they accidentally buy fake Moutai or are not at ease with the Moutai they bought? Kweichow Moutai previously issued a "Notice of Convenient Appraisal Service" in August 2020 to guide consumers to fight counterfeiting and protect their rights.

According to this "identification guide", in addition to making an appointment and bringing the purchased goods to the self-operated stores in Moutai provinces and regions for consultation and free appraisal at the appointed time, consumers can also call the service hotline published on Moutai's official website to seek help from the 31 "anti-counterfeiting offices" set up by it in various provinces and regions.

It is worth noting that the convenient identification service launched by Kweichow Moutai adopts an appointment system, and consumers with identification needs need to make an appointment with Moutai's customer service in advance and go to the store at the designated time for identification, and each person can identify up to 6 bottles each time.

For the corresponding appraisal results, the appraiser will only verbally inform the parties, and will not issue paper appraisal results. Consumers who need paper appraisal results either apply and obtain them from the purchase channel, or after reporting the case to the public security organ, the public security organ and Kweichow Moutai obtain it through business-to-business.

Confusing "false" with "true", whose loophole is it exploited?

Which one is strong in Moutai identification? Ask for help in the "anti-counterfeiting office"! Although Kweichow Moutai has only set up "anti-counterfeiting offices" in 31 provinces and autonomous regions across the country, the official endorsement of this kind of institution should bring consumers a sense of trust and security while bringing convenient services to consumers.

However, Kweichow Moutai still went wrong in this regard. A recent incident almost sifted Moutai into a sieve because of its provision of convenient appraisal services and the goodwill and trust it has established. To this end, Moutai not only has to bear the notoriety of the proliferation of counterfeit wine, but also faces the consequences of the collapse of the reputation of the "counterfeit detection and fidelity service" it provides to consumers overnight.

Here's the thing, a reporter bought all kinds of materials on the Internet, and then "pieced" a bottle of Moutai, and successively took it to Moutai's "anti-counterfeiting office" in Hubei and Anhui for identification, and the staff in charge of the appraisal gave the appraisal conclusion that "this is the real Moutai" on the spot.

After this news broke, it quickly attracted widespread attention in the industry, but at present, the relevant video has been set by the publisher for "privacy" and can no longer be watched. So the question is, even Moutai's "anti-counterfeiting office" can identify "fake Moutai" as "real Moutai", so can consumers still find a trustworthy appraisal agency?

Moutai's "anti-counterfeiting office" made such an oolong, which completely exposed the loopholes in the identification service link of Moutai. Such a result is inevitably thought-provoking - there are so many fake Moutai liquor on the market, who took advantage of whom?

From this point of view, it is no wonder that Moutai can't stop the current decline! Under the influence of the dominoes of public opinion, the price of Moutai has fallen, and the market may continue to be staged. Let's wait and see, the batch price of Moutai will be below 2000 yuan!

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