In China, the wine culture is deep-rooted, especially Moutai, which was once jokingly called the "national wine", just like the time-honored brand at home. From 2,700 yuan a bottle at the beginning of the year, now the price has been declining, it is like being pushed off a cliff, the aura of the past seems to be dim, many people can't help asking: Can the king of wine return to the top?
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I remember when I was a child, during the New Year's holiday, relatives and friends got together, and the bottle of Feitian Moutai could always be seen on the wine table, full of atmosphere, but now, with the continuous decline in prices, more and more people have begun to have different views on this bottle of wine, and many people have said that if they buy a bottle a year ago, if they sell it now, it will be a big loss
Don't be in a hurry to blame Moutai, let's take a closer look at what the reason for this price drop is
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The first one, undoubtedly the cooling of the high-end consumer market, everyone knows that Moutai used to enjoy the reputation of "high-end wine", but with the impact of the epidemic, the economic recovery is slow, and the high-end consumers who can afford Moutai seem to have begun to become "tight pockets".
Besides, today's young people are not as addicted to Moutai as we were at the beginning, but are more willing to try some other sake, fruit wine, and even only drinks, when Moutai has become an "old wine", young people are no longer crazy about it, which will inevitably affect sales, and now the inactivity of the brand has put a lot of pressure on the value of Moutai, with a simple metaphor, although Moutai is still expensive, but people's willingness to spend money seems to be difficult to catch up with this price
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With the advancement of channel reform, Moutai's strategy may be more clear, in order to protect price stability, Moutai began to reduce the profit margins of dealers, which led to more and more "parallel goods" in the market, so that many consumers began to confuse Moutai's genuine and non-genuine products, in the past, Moutai was always regarded as a "luxury product", but now, such a positioning seems to have become a little blurred
And that's not all! Do you think it's all about the quality of the product itself? Some people will say that the brand image is also the most critical part, the recent series of negative news, and even the controversy caused by certain events, has directly affected the mentality of consumers, and with the increase in everyone's sensitivity to price, Moutai's market position has fallen faster and faster, which is really a blow to the head
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Now that we have analyzed various factors, where should Moutai go next, it can be said that Moutai really has to pull a starting point to look at the future direction, such as strengthening market supervision, improving price trust, adjusting product lines, and narrowing the distance with young consumers
Speaking of self-help, Moutai has opened up a new situation in many places, gradually strengthened the construction of directly operated stores, and launched new liquor products in some cities, no longer blindly pursuing high prices, but trying to cater to the changes in market demand, but who can say that this is enough? Moutai even needs more innovation on products, and there is a big difference in strength, but these are the only ways to go
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Looking forward to the future, if Moutai can find some answers in young consumers and broaden the consumer group, it may give the price a chance to recover, but now the market changes, Moutai has to be more flexible to respond, and what can really let everyone see Moutai's lofty status again may not be the fluctuation of prices, but the company's continuous investment and innovation in products and brands
We don't know how many wonderful things will rumble on this road, and every investment decision is based on the judgment of the future, regardless of whether Moutai can fight back, I only hope that through thinking about the recent situation and potential risks of Moutai, everyone can make good decisions, have a reunion with peace of mind, and share a good time
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