1. Tian Fei Moutai is the cheapest Moutai. If you only look at 53-degree, 500-ml Moutai, you don't look at low-alcohol, small-capacity and series wines. In fact, the flying Moutai that everyone usually says is already the cheapest Moutai. Other small batch blending, rare, aged, specially aged and vintage Moutai wines have higher prices.

2. Expensive scarcity. Since Kweichow Moutai was listed in the early 1950s, its annual output has exceeded 1 10,000 tons, and it has been used for more than 50 years, with few live births. Although the current annual output has reached about five times that of the beginning of the century, the country is prosperous and the demand has also gone up.

3. It's ingenuity. It takes five years for a bottle of Moutai to be produced, stored and delivered. Moreover, we insist on using only local waxy sorghum in Guizhou and strictly control all production processes. Even though the annual output of Maotai liquor is tens of thousands of tons, the overall quality control is very good.

4. Your brand. In fact, this is also the most important point. The circle on the spire recognizes Maotai, and the society recognizes Maotai. Whether it's drinking, socializing or collecting, tickets are all in circulation.

There are three reasons: First, the supply is in short supply. Although the current output has reached 50,000 tons, it is still far from meeting the demand. It is said that Maotai contains more than 1000 kinds of trace elements, which is very helpful to human health and has medicinal and health-care functions. 3. It has anti-cancer effect and can kill Spirillum. These benefits of drinking Maotai were put forward by Comrade Ji Keliang, the former chairman of Maotai. He explained the importance of drinking Maotai with his own personal experience, which also led to the hard-to-find bottle of Maotai and the soaring price! Finally, I summed it up with a sentence from Hugo: God made water and artificial wine.

In fact, every kind of wine has its own consumer groups, so does Moutai, and so does Wuliangye Jiannanchun.

The reason why Maotai has formed this situation today is vanity, speculation, corruption and blindly following the trend. Now Maotai and its stocks are basically concentrated in the hands of capital predators, dealers and scalpers. These people can only deceive themselves in delivering packages now. If retail investors take over, they will definitely grab it.

Today's Maotai is difficult to analyze from the perspective of the market. This enterprise, which does not need financing expansion in the future, has a market value of10.8 trillion, which exceeds the GDP of Guizhou Province in one year. In other words, Kweichow Moutai is "as rich as an enemy" and even joked on the Internet that Maotai is already the third largest city after Shanghai and Beijing. However, how did this giant who can't go abroad grow into today? This paper will introduce in detail how Maotai became a symbol of luxury goods on the wine table and a cultural symbol of "national wine".

How was Maotai's hegemony tempered?

In 1930s, Maotai had a "fighting friendship" with the older generation of revolutionaries, especially in 1935, when soldiers crossed Chishui for the fourth time, they used 72 Maotai instead of alcohol for disinfection, which became the earliest historical origin. Later, Maotai was used to entertain foreign guests, which also added a lot of color to its brand.

In the era of planned economy, we need to export grain in exchange for foreign exchange, and then use these foreign exchange to buy foreign machinery and equipment. During this period, Moutai has also become one of the few commodities that can be exported. In the early days of the People's Republic of China, one ton of Maotai could be exchanged for 40 tons of steel, and even a brand named Tian Fei Maotai was created for export, hoping to gain more foreign exchange.

Although Maotai has a certain popularity abroad, it is far from reaching today's height in China. Today, many liquor companies are no longer fighting for the championship, but who is the third place. No matter LU ZHOU LAO JIAO CO.,LTD or Shanxi Fenjiu, the former liquor sales champions no longer regard Maotai as their enemy, and Wuliangye seems to be their target.

This was not the case at all 40 years ago. It seems that there is a competitive momentum. 1988, our country liberalized the price control of liquor, so many liquor enterprises began to divide into two ways, taking the civilian route all the way and the high-end route all the way. Fenjiu, LU ZHOU LAO JIAO CO.,LTD and Gujinggong chose the low-cost route, while Maotai and Wuliangye chose the high-end route.

From 65438 to 0994, Fenjiu was listed on the Shanghai Stock Exchange for the first time. At this time, the sales volume of Fenjiu is 6 times that of Maotai and 4 times that of Wuliangye, and the sales scale ranks first in the country. However, this low-price model also reduces the brand tonality of Fenjiu, so Fenjiu also loses the opportunity to compete for high-end liquor.

Even if Fenjiu loses the opportunity, it is not Maotai's turn to sit in the village. In the 1990s, due to the tight monetary policy, Maotai was burdened with foreign debts of 654.38+0.5 billion yuan, and the capital chain was once broken and was on the verge of bankruptcy. At this time, Wuliangye, because of the loan from Industrial and Commercial Bank of China, resolutely refused to reduce the price, strengthened the confidence of the market and held the position of the overlord in one fell swoop.

Maotai didn't relieve the financial pressure until 200 1 went public. Since then, Maotai has continuously raised the ex-factory price of Maotai in Tian Fei, reaching 438 yuan in 2008, exceeding Wuliangye's 4 18 yuan. Since then, Maotai has maintained its position as the most expensive liquor in China.

At this point, Wuliangye lost itself strategically and fell into confusion on the parity or high-end route. In order to expand sales, they hatched many sub-brands, such as Wuliangchun and Wuliangchun. At the craziest time, the number of their sub-brands reached thousands. This low-cost OEM model has indeed expanded the market scale of Wuliangye, but it has invisibly damaged the brand image of Wuliangye. So in 2004, although the sales volume of Wuliangye was twice that of Maotai, its profit was far less than that of Maotai.

Wuliangye not only lost its own strategy, but also failed to cope with external risks. The "eight regulations" in 20 13 years made the whole liquor market sad, so Wuliangye adopted the model of reducing prices to ensure sales volume to deal with this crisis. At this time, Maotai insisted on its reserve price of 8 19 yuan and refused to reduce the price. At the same time, Maotai also engaged in a "divine operation". As long as the agent pays more than 60 million yuan to Maotai, he can smoothly enter the Maotai dealer system. The dealers we see now are almost all "heroes" at that time. So you will find a wonderful phenomenon among Maotai dealers. Many dealers are not engaged in liquor sales. This phenomenon originated from the "pledging conference" in 20 13.

The battle of 20 13 established the dominance of maotai in one fell swoop, but this "bottleneck" of maotai output indirectly promoted maotai to become a high-end liquor.

1970, maotai once established a new maotai branch in Zunyi, which is 0/00 km away from/kloc-0. At that time, all the brewing equipment, technicians and raw materials of Maotai Distillery were transported to Zunyi, but even so, the taste of Maotai could not be produced. Now many scientists explain this phenomenon from the perspective of microorganisms, and think that this special microbial environment only exists around Maotai Town. In order to protect the environment in this area, Maotai doesn't even consider expanding production capacity.

This has also led to the future output of Maotai being locked at 56,000 tons, that is, 65.438+0.2 billion bottles, and there will be no more. This is also one of the reasons why Zhengzhou asked Maotai to open its source of goods and have no eggs. The scarcity of its own output also makes it possible to become a "luxury".

How to use "cultural matrix"

Since we are inviting guests to dinner, the value of a table of dishes cannot be evaluated. You don't even know the price without looking at the menu, but if there is a meal of Maotai, it may be a meal of thousands or tens of thousands of dollars. Invisible, Maotai has become the social currency on the wine table, and it is also the crowning touch of the whole table of food.

There is a phenomenon in business called "cultural matrix". When we mention a product, we will associate it with the brand. For example, when we celebrate Christmas in the west, we think of Coca-Cola. The image of Santa Claus wearing a red robe and drinking coke has penetrated into the hearts of every generation. The wine table with Maotai became the representative of high-end wine bureau.

Cultural matrix is a part of our life, which goes back and forth and repeats constantly. Every generation of us will watch the Spring Festival Gala around TV. The Spring Festival Gala has become a cultural symbol of our New Year, which can span time and space, generations and even ethnic heritage.

Maotai became famous in the World Expo, and has always been under the banner of "national liquor Maotai", and even become a symbol of national identity. Today, we have equated the national wine with Maotai. In addition to the red gene of the last century, Maotai is constantly repeating the title of "national wine".

In fact, the trademark Maotai, the national liquor Maotai, has never been registered. Since its listing, Maotai has continuously applied for the trademark of "Maotai, the national wine", and even used state leaders to entertain guests to strengthen its cultural symbols. Therefore, the trademark of "National Liquor Maotai" is constantly seen on major media platforms. The most typical slogan is "National Wine Maotai, it's your turn" in News Network, which makes Maotai a symbol of national wine in the minds of hundreds of millions of people.

However, the trademark of "national wine" has constantly caused objections from enterprises such as Wuliangye, Fenjiu and Tuopai. They think that Maotai's national wine is self-styled and does not have this special honor. If Moutai is far from being drinkable by everyone in terms of sales volume, how can it become a "national wine"?

Although liquor enterprises object, they apply for Wuliangye, Fenjiu and Fengxiang. The regulatory authorities realize that this cultural matrix is not a carrier for enterprises to play the edge ball, so they refuse all applications for the trademark of "Liquor". In fact, the trademark "Maotai" was officially discontinued in 20 19. People have a deep understanding of this cultural matrix and are used to seeing the logo of "Maotai" in the streets.

At the same time, the market has also formed a * * * knowledge. Maotai has become the undisputed leader and the best liquor in China. So now we study Maotai, not as an enterprise, but as a luxury.

Maotai can now become the symbol of the highest-end liquor in China. In addition to historical development factors, it has also shaped the brand of "national wine", which makes people believe that it is the symbol of national wine.

This involves many aspects. Good wine is on the one hand, the most important thing is the financial investment attribute given by capital speculation, on the other hand, it is the market demand for gifts and guests led by brand hardness. As the industry leader, Maotai is favored by capital, which is normal.

In fact, the price of Kweichow Moutai is expensive, mainly because the output of Kweichow Moutai is scarce. Its output is too small and scarce. Although, in the past ten years, the output of Kweichow Moutai has been expanding continuously, from less than 10000 tons before 2003 to 50000 tons in 20 18 years. It seems that the output has increased five or six times, but it still cannot meet the market demand. The main reason is that Moutai will "disappear", not that it has not appeared in the market, but also that it has been hoarded by many people.

I am Xiao Ju, the immortal who loves wine and good wine. If you want to know more, don't forget to shake your fingers, click on attention and raise a glass with Xiao Chen.

Because Maotai has mysterious power.

To tell the truth, I have been drinking for many years. Tian Fei Maotai is not as delicious as everyone imagined, and it feels similar to the blue-and-white Lang and Lang wine of National pits 1573, which can also be said to be a level. The reason why Maotai grows so high is that it is hyped and hoarded by speculators, which leads to the scarcity of the market, drives up the price and then profits from it. . All the roots are for money. It's time for the state to crack down on those who speculate and maliciously drive up high prices.

They are all bought as gifts.

Yesterday's stock of Moutai was 1599, with a market value of 2 trillion yuan. It is really powerful and has a bright future.

What's so good about Moutai? There are the following aspects.

Which liquor can do this? 1499 liquor sold more than 2 100, which is the reason.

I saw a survey yesterday. Most people who drink Moutai are those who earn more than one million yuan. It seems that there are too many rich people in China. Ordinary consumers like us just watch the excitement. Anyway, if they can't afford it, it's good to drink some of our local loose wine at ordinary times. The same technology and raw materials as Maotai are not as rich as Maotai, but they belong to the same producing area, the same microbial environment and the same wine quality. I feel happier than many people who drink.