大年初三茅台酒价格再次上涨！！ | | 2 月 19 日茅台行情价 | | | | --- | --- | --- | --- | | 品名 | 18日 | 19日 | 涨跌 | | 26年飞天原箱 | 1740 | 1750 | +10 | | 26年飞天散瓶 | 1690 | 1700 | +10 | | 25年飞天原箱 | 1750 | 1760 | +10 | | 25年飞天散瓶 | 1700 | 1710 | +10 | | 24年飞天原箱 | 1770 | 1770 | 0 | | 24年飞天散瓶 | 1710 | 1720 | +10 | | 24年飞天大箱 | 1730 | 1730 | O | | 23年飞天原箱 | 1850 | 1850 | O | | 23年飞天散瓶 | 1800 | 1800 | 0 | | 22年飞天原箱 | 1910 | 1910 | 0 | | 22年飞天散瓶 | 1880 | 1880 | 0 | | 21年飞天原箱 | 1950 | 1950 | 0 | | 21年飞天散瓶 | 1910 | 1910 | 0 | | 20年飞天原箱 | 2080 | 208 ...

Core Insights - The core viewpoint of the article highlights the steady increase in the retail prices of China's top ten liquor products, with the total price reaching a record high since 2026, indicating a bullish market sentiment [1][7]. Price Trends - The average retail price of the top ten liquor products rose to 9,231 yuan, an increase of 5 yuan from the previous day, marking the highest level since 2026 [1][7]. - The market exhibited a balanced pattern with five products increasing in price and five decreasing [1][7]. - Notable price increases included Qinghua Lang, which rose by 8 yuan per bottle, and Guojiao 1573, which increased by 5 yuan per bottle [1][7]. Product Performance - Qinghua Lang led the price increases for the fourth consecutive day, while Guojiao 1573 returned to 905 yuan per bottle [1][7]. - Other products that saw price increases included Yanghe Dream Blue M6+ (up 4 yuan) and premium Moutai (up 3 yuan) [1][7]. - Conversely, Qinghua Fen 20 experienced the largest decline, dropping 9 yuan to 392 yuan per bottle [1][7]. Market Dynamics - The data for "Wine Price Reference" is sourced from approximately 200 collection points across various regions, ensuring a comprehensive and objective representation of market prices [5][10]. - The report from iResearch indicates that the white liquor market is undergoing significant changes, with a shift towards family gatherings and self-consumption, moving away from business banquets [6][10]. - The rise of female consumers in the liquor market is notable, with brands like Jinjiu and Wuliangye seeing significant growth in female users [6][10].

大家好，今天犀哥这篇财经评论，主要来聊聊2021年伦敦的一场拍卖会，一箱1974年的"葵花牌"茅台， 一锤下去就拍出了960万的天价，直接刷新中国酒类在境外的拍卖纪录。 这朵没几个人听过的"葵花"，到底为啥会出现在茅台的历史里，又为啥悄无声息就没了？ 九分相似茅台的贵常春 估计很多人都不知道，现在又火起来的贵常春，当年可是茅台的"救命恩人"。 上世纪八十年代，茅台已经被葵花茅台的品质问题，逼得走投无路了，整整困了二十年，是贵常春的出 现，才给它拉了一把，点亮了希望。 贵定酒厂本身就有深厚的技术底子，他们就照着茅台的原料和传统工艺，一遍又一遍地试，前前后后做 了上千次实验，终于在1981年，酿出了贵常春。 后来经过专业检测，贵常春的风味物质，跟茅台的重合度居然高达90%，所以当地老百姓都叫它"九分 似飞天"，它也凭着这份硬实力，拿了不少行业大奖。 茅台就是学着贵常春的技术经验，才终于把酒质稳住，然后把葵花商标又改回了飞天，一步一步慢慢走 出了低谷。 茅台当年到底是咋陷入困境的 其实这跟当年的创汇执念有关系，上世纪五十年代，咱们国家正全力搞外贸出口，茅台作为中国白酒的 代表，接到了万吨创汇的硬任务。 那时候，贵州 ...

新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 新浪财经"酒价内参"过去24小时收集的数据显示，中国白酒市场十大单品的终端零售均价在2月19日呈 现涨跌互现格局。如果十大单品各取一瓶整体打包售卖，今日总售价为9226元，与昨日持平，继续保持 在2026年以来的最高纪录水平。市场在创下年内新高后进入高位整理，多空力量相对均衡。 【点击进入酒价内参，查看真实酒价】 今日市场呈现五涨五跌的均衡分化态势。上涨产品方面，青花汾20表现突出，价格大幅上涨10元/瓶， 突破400元关口创下一个月新高；水晶剑南春价格环比上涨7元/瓶，时隔多日重返415元上方；五粮液普 五八代价格上涨5元/瓶，稳中有升；习酒君品与青花郎价格均小涨1元/瓶，保持温和上行态势。下跌产 品中，精品茅台回调幅度居前，环比下跌8元/瓶；国窖1573价格下跌7元/瓶，结束连续上涨势头；飞天 茅台价格下跌4元/瓶；古井贡古20价格下跌3元/瓶；洋河梦之蓝M6+价格微跌2元/瓶。市场整体研判， 前期强势单品进入短暂休整，部分次高端单品接棒领涨，整体价格中枢保持稳定。 | | | 中国知名白酒大单品 圈 市场真实成交终端价 | | | --- | - ...

Core Viewpoint - The competition for sponsorship of the 2026 CCTV Spring Festival Gala is intensifying among liquor companies, particularly in the white liquor sector, which has a long-standing partnership with the event due to its alignment with the festive atmosphere and consumer behavior during the Spring Festival [1][5]. Group 1: Sponsorship and Marketing Strategies - CCTV has officially announced four white liquor sponsors for the 2026 Spring Festival Gala, with Wuliangye being the most talked-about due to its prominent presence in the magic performance segment [2][4]. - Wuliangye has been the exclusive interactive partner for the "Heavenly Gifts" segment of the Spring Festival Gala for four consecutive years, distributing 136,000 gifts valued at 100 million yuan during the event [4]. - Yanghe has been the exclusive timekeeping partner for the seventh consecutive year, while Gujinggongjiu and Langjiu also maintain significant sponsorship roles [4][5]. Group 2: Industry Trends and Consumer Behavior - The number of white liquor sponsors for the 2026 Spring Festival Gala has increased by one compared to the previous year, indicating sustained enthusiasm for sponsorship despite economic pressures [5]. - White liquor companies are increasingly focusing on creative and engaging marketing strategies, moving beyond traditional advertising to more integrated product placements in various segments of the gala [5][6]. - Local television stations are also seeing increased collaboration with liquor companies, showcasing a broader marketing strategy that emphasizes regional brand recognition and consumer engagement [5][6]. Group 3: Financial Performance and Market Challenges - The financial outlook for white liquor companies is challenging, with significant profit declines reported by major players such as Yanghe and Kweichow Moutai, indicating a tough market environment [6][8]. - Despite the high costs associated with sponsoring the Spring Festival Gala, companies view it as a strategic investment to maintain brand visibility and consumer engagement during a period of economic downturn [6][10]. - The industry is shifting towards more cost-effective marketing strategies, focusing on key moments and channels that can directly influence sales, rather than relying solely on broad advertising campaigns [10].

Core Insights - The popularity of Moutai continues to rise as key products like the 53-degree 500ml Flying Moutai are quickly sold out on the "i Moutai" platform, indicating strong consumer demand and successful market transformation efforts by the company [1][18][26] Group 1: Market Transformation - Moutai has launched a market-oriented transformation plan that adjusts its product system, operational model, channel layout, and pricing mechanism, significantly lowering the purchasing threshold for ordinary consumers [1][23] - The company aims to focus on consumer needs and enhance its market-oriented transformation, marking a significant shift in its marketing strategy [22][26] Group 2: Consumer Behavior - The consumer base is shifting towards younger demographics, with 80s and 90s consumers making up over 80% of recent buyers, indicating a trend towards immediate consumption rather than stockpiling [12][15] - Many consumers are opting for smaller packaging for personal use, reflecting a change in consumption patterns towards immediate enjoyment rather than long-term storage [16][17] Group 3: Sales Performance - The "i Moutai" platform has seen significant user growth, with over 6.28 million new users in January and a total of 15.31 million monthly active users, leading to a substantial increase in sales orders [18][19] - Sales data from Moutai stores indicate that the demand for the 53-degree 500ml Flying Moutai has led to a near sell-out of inventory, with some stores already utilizing March's product allocation due to high demand [10][11] Group 4: Pricing and Market Dynamics - The recent market strategy has led to a stabilization and increase in retail prices for Moutai products, with the price of the 53-degree 500ml Flying Moutai rising from over 1700 yuan to nearly 1900 yuan in just two weeks [24][25] - Analysts believe that the demand for Moutai will continue to grow, especially during festive seasons, as the company successfully expands its consumer base and increases purchase frequency [25][26] Group 5: Retail Strategy - Moutai stores are enhancing customer experience by creating festive atmospheres and offering complimentary gifts, which helps to attract and retain new customers [21][20] - The company is actively engaging with new consumer groups through innovative marketing strategies, including the use of social media and personalized service offerings [22][20]

Core Insights - The article highlights the fluctuating prices of China's top ten liquor products, indicating a mixed market trend with a slight overall increase in retail prices, reaching a new high since 2026 [1][6]. Price Trends - The total retail price for a package of the top ten liquor products is 9226 yuan, up by 5 yuan from the previous day, marking a new high for 2026 [1][6]. - The market shows a pattern of six products increasing in price and four decreasing, indicating structural characteristics of price movements [1][6]. Specific Product Price Changes - Notable price increases include: - Premium Moutai and Gujing Gong 20, both up by 5 yuan per bottle [1][6]. - National Cellar 1573, up by 4 yuan per bottle [1][6]. - Yanghe Dream Blue M6+, Xijiu Junpin, and Qinghua Lang, each up by 1 yuan per bottle [1][6]. - Price decreases include: - Qinghua Fen 20, down by 4 yuan per bottle [1][6]. - Wuliangye Pu 58 and Flying Moutai, both down by 3 yuan per bottle [1][6]. - Crystal Jian Nan Chun, down by 2 yuan per bottle [1][6]. Market Analysis - The data for "Liquor Price Reference" is collected from approximately 200 points across various regions, aiming to provide an objective and traceable market price for well-known liquors [4][9]. - The recent introduction of official sales channels for Moutai products has begun to influence market prices significantly [4][9]. - The analysis suggests that the price increase during the 2026 Spring Festival is a short-term effect driven by supply contraction and holiday demand, without altering the underlying "volume reduction and price increase" issue in the industry [5][9].

Group 1 - The article discusses the evolution of the Chinese liquor industry as reflected through the partnerships with the Spring Festival Gala, highlighting three distinct phases: rapid expansion, recovery, and consolidation [1][2] - From the 1990s to 2012, liquor brands aggressively competed for prime advertising spots, with notable brands like Langjiu and Moutai establishing strong presences [1] - The period from 2016 to 2019 saw a resurgence of liquor brands returning to the Gala through special partnerships, with Guqingongjiu becoming a representative brand during this phase [1] Group 2 - Since 2020, the industry has entered a phase of solidified leadership, with top brands like Yanghe and Wuliangye forming a stable partnership structure, reducing the number of participating brands significantly [2] - The 2026 Spring Festival Gala will feature a reduced lineup of four leading brands, marking a new low in brand participation over the past six years, indicating a shift towards high-quality development rather than industry decline [2] - The evolution from competitive bidding to a focus on a few leading brands reflects a broader transformation in the liquor industry towards brand-driven strategies and rational marketing approaches [2]

Core Viewpoint - The article discusses the significant transformation in the Chinese liquor industry, particularly focusing on Kweichow Moutai's shift from traditional distribution to a direct sales model, marking a consumer-centric evolution in the market landscape [1]. Group 1: Channel Revolution - The traditional long-chain distribution model in the liquor industry is rapidly disintegrating, with Kweichow Moutai canceling its traditional distribution system in 2026 to establish a multi-dimensional marketing network [2]. - The new model aims to reduce intermediaries and control channel inventory, allowing prices to reflect genuine supply and demand [2]. - The average gross margin for liquor distributors has dropped from over 20% in 2019 to around 15% by 2025, with net profit margins falling below 5% [2]. - The chairman of Moutai stated that the era of excessive profits for agents has ended, emphasizing the importance of enhancing consumer engagement and real consumption scenarios [2]. Group 2: Marketing Focus Shift - Traditional high-profile marketing strategies are losing effectiveness, as evidenced by the decline in participation of major liquor brands in the 2026 CCTV Spring Festival Gala [3]. - Three refined marketing strategies are emerging: 1. Scene penetration strategy focusing on high-frequency consumption scenarios [3]. 2. Regional precision strategies leveraging brand IP to break through homogeneous competition [3]. 3. Content value binding to create differentiated recognition through emotional connections [3]. - The industry consensus is shifting marketing focus from channel push to consumer pull, with a significant reduction in the primary consumer demographic [3]. Group 3: Future Market Structure - The transformation in marketing strategies is expected to redefine competition rules, leading to three major trends: 1. Supply chain efficiency becoming critical, with DTC models and O2O retail gaining prominence [4]. 2. A dual pricing system where high-end brands penetrate the mass market, with Moutai's price drop stimulating higher opening rates [4]. 3. Innovation capabilities becoming essential, as the demand for healthier, lower-alcohol, and personalized products rises [4]. Conclusion: Return to Essential Competition - The future competition in the liquor industry will be defined by "real opening rates" rather than "channel inventory levels" [6]. - The transformation in marketing strategies is fundamentally about dismantling speculative chains and rebuilding consumer trust [6]. - Leading companies will rely on direct sales efficiency and scene penetration, while regional brands will leverage differentiated IP to navigate challenges [6].

Core Viewpoint - The article discusses the changing landscape of the Chinese liquor industry, particularly the white liquor sector, as evidenced by the evolving advertising strategies during the 2026 Spring Festival Gala, indicating a shift in market dynamics and competition among leading brands [2][3]. Group 1: Advertising and Brand Presence - The 2026 Spring Festival Gala featured advertisements primarily from four major liquor companies, with Wuliangye being the largest investor, contributing gifts worth 100 million yuan [2]. - The number of white liquor brands participating in the Spring Festival Gala has decreased, with only four brands appearing in 2026 compared to nine in 2024 and six in 2025 [3]. - The use of product placements has also declined, with fewer brands opting for this strategy during the gala, indicating a shift towards more traditional sponsorship roles [3]. Group 2: Market Dynamics and Consumer Engagement - The white liquor market is experiencing intense competition, and while the Spring Festival Gala has historically been effective for brand image building, converting this exposure into sales remains challenging [4]. - Some liquor companies are shifting their marketing strategies towards social media platforms like Douyin and Xiaohongshu, focusing on content marketing related to the Spring Festival and cultural themes [4]. - The industry is moving towards a consumer-centric approach, aiming to reach a broader audience through diverse marketing strategies, while the overall market is expected to continue experiencing structural differentiation and increased concentration [5].