Maotai fake "Limit order": the low season price caused by liquor

Coincides with the off-season liquor sales, and high Maotai wholesale price is reproduced "Jump", its terminal price has exceeded the highest price, other wine prices homeopathy.　　July 20, in Chengdu part of supermarkets, 52 degrees Wuliangye, 53 degrees national cellar 1573, 53 degrees flying Maotai, 52 degrees Wells Square, 52 degrees Jiannanchun, each bottle rose to 688 yuan, 658 yuan, 890 yuan, 638 yuan and 358 yuan. Guizhou Maotai (600519.sh) Sales company said, Maotai's factory prices have not been raised, terminal guidance price is still 730 yuan. "Terminal wholesale price rise, is purely a wholesaler behavior, and manufacturers have nothing to do."　　"Guo Lian Fund liquor analyst Linjing refers to the high price bubble but this high-end liquor industry caused hidden dangers."　　Maotai fake "Limit order" January 1, 2010 onwards, Maotai adjustment of the factory prices of its products, at the same time to its terminal price limit, 53 degrees of flying Maotai terminal guidance price of 730 yuan. In fact, Maotai factory prices generally in about 520, Maotai general dealers get the ex-factory price and limit order of 738 yuan, there is still 200 yuan sales profit space. "200 yuan price space relative to Wu Liang Ye, the state cellar 1573 and other high-end wines, not low, a rise again, in fact, the biggest possibility is the relationship between supply and demand caused."　　"A regional senior distributor in Sichuan Province revealed. "Although we have a terminal price agreement with Maotai, but the supply index can not meet the requirements." "Chengdu Wenjiang District Moutai dealer Yangzhigang said," due to the situation of demand for a long period of time, Maotai custom terminal retail price limit order is not in existence.　　According to the Maotai Liquor Factory market department revealed that before the Maotai factory has received market Consumer Reports, demanding its dealers to break the price order behavior, but once held up, dealers are bound to demand maotai more than a batch of sales indicators, and Maotai is difficult to meet the capacity constraints, the end of the accountability will not let go. "The off-season is so, to the Mid-Autumn Festival sales season, Maotai price can reach 900 yuan, and the Spring Festival will break 1000 yuan!"　　Liquor industry senior Planners Zhu Yuzan forecast.　　Because Maotai liquor Maotai-flavor, its production process and luzhou-flavor liquor compared to more complex, longer cycle, so the production capacity and market disconnect has been the focus. Maotai has not stopped capacity expansion. 2003, Maotai and a series of wine production 11794 tons, compared to 2002 increase of 10%, this is Maotai production breakthrough million tonnage node.　　Before that, Maotai had grown from 75 tonnes in 1953 to 1000 tonnes and spent 26 years, from 1000 tons to 2000 tonnes, with 14 years, from 2000 tons to 10000 tonnes, for 13 years. Guizhou Moutai Co., Ltd. Chairman Zhengenguo pointed out that in the next 5-10 years, Maotai group revenue level will maintain about 8% of the growth margin. There is a point of view, Maotai 40,000 tons capacity will be "ceiling", Zhengenguo to deny this. He says if everything goes well, 2020 Maotai production capacity will reach 100,000 tons.　　Zhengenguo that this year's maotai production is expected to be around 26,000 tons, next year is expected to be around 30,000 tons, annual production growth rate of 2000 tons. Wine with the phenomenon of "if the cause of Maotai price increase is the contradiction between supply and demand, then other famous enterprises to raise prices more is to show that its brand influence."　　"National Union fund liquor analyst Linjing thought. With the rise of maotai prices, other wines have also raised prices, price increases in the range between 10-15%. But Wuliangye (000858.SZ), Mashi (600779.sh), Luzhou old Cellar (000568.SZ), Yanghe (002304.SZ) did not issue price announcement, and Lang Liquor, Jiannanchun such unlisted companies also responded to the terminal price "without knowledge." "General enterprise prices are selected in the peak season, the off-season price increase is the dealer behavior."　　Wuliangye sales company personnel said. Dealers this time along with Maotai price increase, on the one hand, in order to pull their own sales profits, on the other hand, just the next two months to preheat the off-season market season. Zhu Yuzan Analysis, even if the off-season sales decline, can also be in the peak season when manufacturers to sell, "liquor does not exist shelf life."　　"And many wine factories, for dealers to raise prices to turn a blind eye, and why?" "Liquor is the only one not to be monitored by the price Bureau of the market circulation products, for the famous brand, to raise the market price in fact, improve the brand value of the enterprise, as long as the relevant dealers do not damage the interests of enterprises and complete annual indicators, wineries will not interfere with distributors to improve wholesale prices and　　Linjing thought. However, some people in the industry expressed concern. Wine analyst Ye Yuan points out that many dealers and wine companies do not exist in the production capacity and demand contradictions, but also follow suit to raise prices, even at their own use of funds for product repurchase, to maintain the steady rise in prices is actually very irrational behavior, nor in line with the price laws, but also increased the consumer's purchase burden.