"Long Mao" officially opened its subscription on the "i Moutai" APP on January 6. This year's new "Long Mao" has two specifications, of which the official guide price of 53 degrees 375ml 2 gift box is 3599 yuan, and the 53 degree 500ml package is 2499 yuan.
It is understood that in this subscription activity, Moutai has put a total of 9,999 bottles of "Dragon Mao", which is a significant reduction compared with the 29,999 bottles of "Rabbit Mao" in 2023.
Moreover, according to third-party data, on January 10, the batch price of a bottle of Moutai Dragon Year Zodiac Liquor was 4,700 yuan, which was nearly 3,000 yuan lower than the previous market's most **7,500 yuan. The batch price of rabbit grass on sale last year was 3,170 yuan.
In the Zodiac wine, the highest batch price is still the Zodiac sheep, the original box ** is 30,000 yuan a bottle, followed by the Zodiac horse, the original box batch price is 17,500 yuan a bottle.
Compared with last year's rabbit grass, it was once fried to nearly 6,500 yuan when it was first listed, but it was significantly higher in just a few months. Now the ** of Moutai, the zodiac sign of the Year of the Rabbit, has fallen below 3,000 yuan. This seems to indicate that the ** of "Dragon Mao" may only be a temporary phenomenon.
However, there are also people who believe that the dragon, as an auspicious zodiac sign in traditional Chinese culture, carries elements of wealth and royal culture, and has a strong sense of blessing.
Despite this, consumers still need to remain rational, and there may be investment risks associated with buying Zodiac wine. Although there are reasons for market demand behind the phenomenon of "Long Mao", it is more of a factor of market speculation.
According to public information, Moutai has launched 11 zodiac wines since 2014. At the beginning of the launch of Zodiac wine on the market every year, it has almost become a practice to be hotly fried, but in the end, most of them open high and go low.
From the point of view of collection value, the amount of dragon grass is less, and the collection value may be higher than that of rabbit grass. "Despite this, there are Moutai dealers, and the ** of Long Mao will eventually be fixed at about 3,000 yuan, which is comparable to Rabbit Mao.
With the release of the Zodiac wine, the "starting gun" for the Spring Festival peak season in 2024 has also sounded.
Industry insiders pointed out that the concentrated launch of Zodiac wine by wine companies has triggered hot sales in the terminal market, which is undoubtedly a good warm-up effect for the upcoming Spring Festival consumption season. However, relying on the investment and collection value of the subdivision track itself, the hot sales of Zodiac wine do not mean that the sales of standard products will also increase.
At the moment when the liquor market is cold in terms of dynamic sales, Zodiac liquor has emerged and become the focus of major liquor companies.