1, Putonghua has a long history.
Kweichow Moutai is produced in Maotai Town, renhuai city, Zunyi City, Guizhou Province, and is a traditional Chinese liquor. It is as famous as Scotch whisky and French cognac, and it is also one of the three famous wines in China. It is also the originator of Daqu Maotai-flavor liquor, which has a history of more than 800 years.
Maotai Town has always been a famous town in northern Guizhou. In ancient times, there was a prosperous portrayal of "Sichuan salt returned to Guizhou and Qin merchants gathered in Maotai". The wine-making industry in this area is very prosperous. 1935, the Chinese Red Army of Workers and Peasants crossed Chishui in Maotai on the Long March, and wrote magnificent poems in the revolutionary history of China. Maotai Town, the hometown of Moutai, is a collection of ancient salt culture, splendid Long March culture and mysterious wine culture.
2. Special technology
Climate, geography, technology, water sources and raw materials are indispensable. Maotai liquor belongs to Maotai-flavor liquor. The raw materials of Maotai-flavor liquor are local high-quality small red glutinous sorghum, wheat and natural spring water, which are brewed according to ancient traditional techniques. Follow the Dragon Boat Festival koji-making process, release sand in Chongyang, feed twice, cook for nine times, ferment with koji for eight times and take wine for seven times.
The water for brewing Maotai liquor mainly comes from Chishui River, which is slightly sweet and has no dissolved impurities, and the brewed liquor is particularly sweet. Maotai Town also has special natural environment and climate conditions. Located in the low-lying basin of Guizhou Plateau, it is only 440 meters above sea level, far from the plateau airflow, and it is covered with clouds all day long. The high temperature of 35 ~ 39℃ lasts for five months in summer, and most of the year is shrouded in hot and humid rain and fog. This special climate, water quality and soil conditions are conducive to the fermentation and maturity of brewing raw materials, and also play a decisive role in the generation and refinement of microorganisms and the increase and decrease of aroma components in Moutai. If we leave this special climatic condition, some aroma components in liquor will not be produced, and the taste of liquor will be lacking.
This is also the reason why some liquor manufacturers try their best to imitate Moutai without success. Maotai-flavor liquor is a precious category of China liquor, and Maotai liquor is the originator of China Daqu Maotai-flavor liquor, which is known as national liquor, gift liquor and diplomatic liquor. It has the characteristics of outstanding sauce flavor, elegant and delicate, mellow and rich, long aftertaste and lasting fragrance in empty cups. Its quality and unique style are unmatched by other liquors.
3, the brand market value remains high, the more expensive it is, the more people buy it.
People usually refer to Tian Fei Maotai and Wuxing Maotai. At present, the price of a bottle of Tian Fei Maotai is 1499 yuan.
Maotai Group also has other series of wines, such as Maotai welcome wine and moutai prince wine. The price of Maotai welcome wine and moutai prince wine ranges from 100 to 200.
Maybe many people don't know the cost of Maotai. I guess everyone was surprised to say it. A bottle of 1499 yuan Feitian Maotai costs only tens of dollars.
In fact, relevant discussions and disputes have long existed. There is no necessary connection between product pricing and product cost. From the marketing point of view, the formulation of product prices.
In addition to considering the cost factor, we should also consider other factors, such as product scarcity, market positioning, supply and demand, competition and so on, which are higher than the former.
Maotai, known as the national wine, contains too much wine culture and places the feelings of hundreds of millions of people. This is a postcard from China. The value of Maotai liquor lies in its unique brewing technology and great brand influence, which is beyond the reach of many liquor enterprises.
Drinking maotai and sending maotai is a sign of identity. People aged 40-50, the main force of Maotai, have sufficient financial resources and a wide circle of friends and business. They are more interested in the sense of honor and face brought by Moutai, but they don't feel expensive about the price of Moutai. On the contrary, the more expensive the better. Scarcity reflects your wealth, and your wealth reflects your identity.
4. The valuation is high and the capital market is getting worse.
Recently, the share price of Kweichow Moutai has been hitting record highs. After surpassing Diageo to become the world's number one last year, the share price of Kweichow Moutai rose by 4.04%, setting a new record again.
It is understood that in 20 17, Kweichow Moutai is expected to achieve a total operating income of more than 60 billion yuan, a year-on-year increase of about 50%, and a year-on-year increase of about 58% in net profit. It is also announced that the average price increase of Moutai in 20 18 years is about 18%, which provides a booster for the stock price increase. The stock price of Kweichow Moutai rose by 865,438+0.765,438+0% in 2065,438+05,2065,438+06,32.02% in 2065,438+07,59.565,438+0%. In the case of the overall downturn of A-shares, in recent years, institutions have warmed up the defensive liquor leader Kweichow Moutai, and fund rating agencies have continuously raised their target prices.
For Kweichow Moutai, the official retail price of 53-degree Tian Fei Maotai in the market has risen from the original 1.299 yuan/bottle to 1.499 yuan/bottle, but in fact, dealers are reluctant to sell and stock up. A bottle of 53-degree Tian Fei Maotai costs about 2,000 yuan, and the price is expected to increase as usual around the Spring Festival. Kweichow Moutai has gone further and further on the road of luxury goods. The market value of Kweichow Moutai has exceeded 1 trillion, while the GDP of Guizhou Province in 20 1. 17 trillion.
Extended data:
Maotai, a specialty of Maotai Town, renhuai city, Zunyi City, Guizhou Province, is a symbolic product of chinese national geography.
Moutai is a traditional specialty wine in China. It is one of the world's three largest distilled spirits, which is as famous as Scotch whisky and French cognac, and also one of China's three famous wines. It is also the originator of Daqu Maotai-flavor liquor and the national wine of China with a history of more than 800 years.
The style and quality characteristics of Kweichow Moutai are "outstanding sauce flavor, elegant and delicate, full-bodied, long aftertaste and lasting fragrance in empty cups". Its special style comes from the unique traditional brewing technology formed over the years. The brewing method is combined with the agricultural production in Chishui River basin, which is influenced by the environment and produced seasonally, retaining some original traces of local life.
1996, Moutai technology was identified as a state secret to be protected. 200 1, the traditional craft of Moutai was included in the first batch of national material and cultural heritage. In 2006, the State Council approved the inclusion of "Moutai traditional brewing technology" in the first batch of national intangible cultural heritage lists, and declared the world intangible cultural heritage.
On February 14, 2003, the former General Administration of Quality Supervision, Inspection and Quarantine approved the protection of Moutai products in the original area.
On March 28th, 20 13, the former General Administration of Quality Supervision, Inspection and Quarantine approved the adjustment of the protection name and scope of geographical indication products of Maotai (Kweichow Moutai).
References:
Baidu encyclopedia-Moutai liquor