Maotai lead a new round of price hikes 53 degrees flying broken thousand yuan mark

In December last year's dealer conference, Guizhou Maotai announced the price increase at the same time issued a "limit order": In the ex-factory price upgrade, the distributor's retail prices may not be upgraded, 53 degrees flying Maotai retail terminal price must not exceed 730 yuan/bottle.　　If the distributor violates the stipulated price increase, will face terminates the contract, the deduction margin penalty, serious will cancel the dealer qualification. However, in the market situation in short supply, the so-called "limit order" has long been a sham.　　Recently, media reported that a retail terminal in Chongqing, 53 degrees flying Maotai retail price has been as high as 1008 yuan, equivalent to the "limit order" on the basis of the rise of 38%.　　With that, 52-degree ordinary installed Wuliangye also from the beginning of June 700 yuan below the price, rose to the present 738 yuan; the price of red wine in the past ten years has risen from less than 400 yuan in early June to more than 430 yuan. According to a maotai industry personage to the "Securities daily" reporter disclosed, Wu Liang ye price is the thing of May, Maotai is just recently raised the price.　　Maotai is mainly because of the rectification of distributors, to the dealer's shipments have shrunk, the price will naturally rise. And the rise in food prices is not necessarily linked to the alleged rise in food prices do not seem to be a sufficient reason for higher prices, after all, Maotai and other high-grade liquor gross margin of even as high as 90%, the rise in food prices for high-grade liquor costs can be ignored even negligible.　　Senior marketing planner, won the consultant Quick Consumer Marketing Center Senior Advisor Mu Feng to the securities Daily Reporter pointed out, maotai since the New Year's Day price increase, the ex-factory price has not changed, but grain prices are expected to become a reasonable reason for the price increase. Zhou Shi, a researcher in the food industry of CIC, also believes that rising food prices are just a gimmick for each round of liquor prices. Although the rise in food prices did increase the cost of liquor production, but in fact, the rise in raw material costs and end liquor prices are not consistent: first of all, Maotai, Wuliangye These high-end liquor production cycle is longer, food prices rose within a short period of time and can not be passed to the product; second, Maotai, Wuliangye has been rising prices, The price increase has far exceeded the impact of rising food prices.　　Therefore, Zhou Sizhan that the price increase is mainly due to the pursuit of high profits and the price of high-end liquor after years of rising prices are still strong due to these two factors. Mu Feng Analysis, this maotai price mainly has three reasons: one is in short supply, although the expansion of Maotai this year 2000 tons, but half of them as the wine storage, and 1000 tons to ease the market demand for the role of limited; the second is Maotai's own terminal retail price restrictions completely disintegrated, give up the dealer's investigation to promote　　Three is in accordance with the past law, liquor peak season is more than two or three months in advance, just should also be July or August. Control volume led to dealers take the lead in the price of Maotai dealers take the lead in the price and Maotai this year to rectify the dealers, control shipments are inseparable. Mu Feng that the artificial control of shipments, the original supply and demand of the market is an incentive. Therefore, Maotai to the end of the terminal retail price restrictions should be able to predict the collapse, so took the defaultAttitude.　　In addition, this default attitude also encourages the distributors and retail terminals to raise prices. Zhou Shi also believes that Maotai since the beginning of the control of the policy is leading to Maotai dealers to lead the price of the direct inducement.　　Dealers around the limited access to Maotai, will inevitably lead to the end of Maotai more scarce, rare for expensive, in this case, dealers take the lead in price becomes inevitable choice. Short-term or will boost stock prices for the full year performance is good Maotai default dealers and sales terminals to break the "limit order", it seems that with the company prepared to take the opportunity to couched vibration for half a year to continue to decline the share price, as well as the annual results are also related to thickening. Zhou Sizhan pointed out that each round of price increases will more or less cause the rise in share prices, I believe this is no exception, will be in a short period of time to boost share prices.　　Of course, the increase in the price extended to the end of the June at the end of July, so the two-quarter results will not have much impact, but will certainly help to promote the annual results. Mu Feng also said, "Obviously, after the price increase, the unit profit rate increased, but the annual sales also depends on the peak season of sales, if sales have increased, then profit margins will be big." "Zhou Sizhan analysis, the off-season price increase, is for the wine in the peak season after the matting, if the price increase in the peak season, it will be consumers of consumer psychology to cause a certain blow; In addition, the high-end liquor from the end of the market performance, product sales not only not appear downward trend, but there is a slow rise in the situation, the price　　Once again expands the profit margin of the product, must push the profit growth of the second half. At the same time, Maotai, Wuliangye and other large price increases also means that high-end liquor collection investment value has been highlighted, but more suitable for long-term investment.　　Mu Feng pointed out that, because the new round of liquor prices are not due to cost reasons, but by mutual "comparison" and the relationship between supply and demand, but the supply and demand relationship also has human factors interference, so the number of some "virtual". Zhou Shi also believes that the high-end liquor investment market to really form, still need a long way to go, in other words, high-grade liquor from consumer goods to change the temperature of the investment products are still insufficient.