Guizhou Moutai in 2021 experienced "twists and turns", rising all the way from 1998 yuan at the beginning of the year to about 2600 yuan, then all the way down to 1500 yuan, and finally stood at the 2000 yuan mark at the end of the year.
However, what people did not expect is that Guizhou Moutai returned to less than 2000 yuan in only three trading days in 2022.
Another new product released in Maotai
Just after the New year, Maotai couldn't wait to fire the first shot of the New year.
On January 5, the Lunar New year of the Tiger of Maotai Liquor Co., Ltd. held a press conference, at which the zodiac wine of the year of the Tiger was officially released.
Among them, the market guiding price of 53%vol 500ml Guizhou Moutai is 2499 yuan per bottle, 53%vol 375ml X2 Guizhou Moutai is 3599 yuan per bottle, 53%vol 500ml Maotai Prince Liquor is 988 yuan per bottle, 53%vol 2.5L Guizhou Daqu is 2888 yuan per bottle, 53%vol 500ml Laimao Liquor is 988 yuan per bottle.
It is reported that Guizhou Moutai has produced a zodiac wine every year since 2014. The launch of zodiac wine in the year of the Tiger this year is the ninth product of Maotai zodiac wine, which is one step closer to collecting a complete set of Maotai zodiac wine in 2025, so at least before the launch of zodiac commemorative wine in 2025, Maotai zodiac wine will have a good prospect in terms of price and sales.
According to reports, Maotai Tiger year of the zodiac wine takes the attribute of Yin wood, the bottle body uses tourmaline green, meaning the color of the forest, the color of life, symbolizing the intersection of heaven and earth, all things to life, full of vitality.
In this regard, some netizens complained that the green packaging design was too unlucky.
It is worth mentioning that on the evening of December 29, Guizhou Moutai officially launched Guizhou Moutai Liquor, a high-end "new product" of Moutai Liquor-Guizhou Moutai Liquor (Precious Liquor).
In addition to Maotai liquor series and zodiac wine launched every year, the last Maotai liquor "Shangxin" was the "wedding banquet" series of Maotai liquor on the market in 2018, which was about 43 degrees and sold for less than 1000 yuan.
Price increase is imminent
Recently, a number of liquor companies, such as Shiyuan, Luzhou laojiao, Golden Liquor Industry, Gujing Gong, Shade, and so on, have announced product price increases, and even Wuliangye, which has not risen in price for five years, has raised the ex-factory price of the eighth generation of Puwu to 969 yuan per bottle, which is matched with the ex-factory price of Feitian Maotai.
As we all know, under the rising prices of spirits, the market has always had a high demand for price increases in Maotai, the leader of the liquor industry. For Maotai, this is also the core problem that Maotai Company most needs to solve at present.
Guizhou Moutai is expected to achieve total revenue of about 109 billion yuan in 2021, an increase of about 11.2% over the same period last year, or exceed the growth target of 10.5% at the beginning of the year.
However, the growth rate of Guizhou Moutai's performance has slowed relatively in recent years, which is not as good as the same period in 2019 before the epidemic. From 2017 to 2020, Guizhou Moutai realized revenue of 61.063 billion yuan, 77.199 billion yuan, 88.854 billion yuan and 97.993 billion yuan respectively, an increase of 52.07%, 26.43%, 15.1% and 10.29% respectively over the same period last year.
The price increase in Feitian must be good for the industry, which will drive up the price of the entire soy sauce category and open the price gap, so that the prices of other mainstream products of second-tier soy sauce and wine can be raised.
Cinda Securities Research News pointed out that Maotai as an industry benchmark, its products, prices and so on have a certain leading and demonstration effect, liquor ultra-high-end, high-end price belt may further open the upward channel.
Caixin Securities has predicted that with the possible price increase in Moutai in the next five years and the increase in unit price brought about by the increase in non-standard Moutai sales, the compound growth rate of Maotai liquor price is expected to be 8-11% from 2021 to 2025.
However, as a weather vane of the industry, Maotai is not only burdened with its own rise and fall, but also closely related to the ups and downs of soy sauce and even the whole liquor industry. to do well is to win, and if it is not done well, it will damage Maotai's reputation.
The expectation of price increase may be completely dashed.
However, the market did not usher in the news of Feitian Maotai price increase, but ushered in the "new" high-end Maotai liquor at the end of the year.
At that time, there were already voices in the industry that Guizhou Moutai "Shangxin" might replace the price increase of Feitian Moutai, and Moutai's product policy focused on optimizing the product structure, increasing the proportion of high-end products, and achieving the purpose of raising the unit price of products and raising prices in a disguised form.
The price of Maotai's new product was raised a week after its release, and since January 1, the retail instruction price of the new rare Maotai Liquor has been raised by 100 yuan, from 4499 yuan per bottle to 4599 yuan per bottle.
However, it should be pointed out that at present, Feitian Maotai and Wuxing Maotai are the largest sales volume and have collection value, coupled with the pricing of this product itself of more than 4000 yuan, and the sales market it faces is relatively narrow. therefore, it is generally believed that the release of new products is difficult to boost the stock price.
Now, a week later, there is a New Year's Day holiday in between, and Maotai has launched zodiac wine for the year of the Tiger, so the market expects that the price increase in Feitian Maotai may fail completely.
However, it should be pointed out that the liquor sector is expected to maintain a sound and positive trend. The liquor industry has the ability to pass through the economic cycle. in the case of higher inflation data in China and general pressure on the cost end of the mass consumer goods sector, the liquor industry is basically not affected by the sharp rise in raw materials, and the gross profit margin can remain high.
Does Maotai also want to enter the "meta-universe"?
What is more worth mentioning is that at yesterday's meeting, Maotai also revealed its plan to enter the "meta-universe." Li Jingren, deputy secretary of the party committee, general manager of Maotai Group, and acting general manager of Maotai Liquor Co., Ltd., said that it is necessary to build a drunken "meta-universe" that belongs to Maotai series of liquors, interpret "MT" with more excellent results, and create a new future.
As we all know, the concept of meta-universe can be said to be the prettiest in 2021. Shares of related stocks will soar as long as they are touched by the words "meta universe". For example, Zhongqingbao has skyrocketed for several months, and Xuanya International has pulled out the 20CM limit for several trading days in a row.
In fact, as early as before, some netizens complained that Maotai is the biggest concept of meta-universe, and the whole world is mine after a bottle; some netizens joked that Meta=maotai, Maotai is the biggest concept of meta-universe.
However, it should be pointed out that at present, meta-universe is only a concept, many companies are still in the exploratory stage, profit model, application scenarios and other problems have not been solved, there is still a long way to go to achieve meta-universe. There are also many companies in order to "rub" the hot spots of the universe, and after the stir-fry is a place of chicken feathers.
At present, the number of applications for "meta-universe" trademarks has exceeded 5000, of which there are more than 120 applications for alcohol-related "meta-cosmos" trademarks, and no wine company has been registered successfully.
Generally speaking, the liquor track has a long slope and thick snow, and the Maotai brand moat is remarkable. Although the short-term price increase expectations failed, but Maotai is also actively responding, the overall trend is also relatively clear.