Why is Guizhou Maotai so expensive?

Guizhou Maotai expensive a few reasons:

1, Mandarin a long history

Guizhou Maotai origin is in Zunyi City, Guizhou Province, Renhuai Moutai town, is China's traditional specialty wine. With Scotch whisky, France Cognac brandy as the three major spirits, but also China's three famous wine "Moutai five swords" one. It is also the originator of the large curved soy sauce type of liquor, which has a history of more than 800 years by now.

The town of Maotai has always been a famous town in the north of Guizhou, the ancient "Sichuan salt away from Guizhou, Qin merchants gathered Maotai" portrayal of prosperity; domain liquor industry is booming, in 1935, the Chinese Red Army's Long March in Maotai three across the Chishui, wrote a magnificent poem in the history of the Chinese Revolution. Maotai town set heavy ancient salt culture, splendid long march culture and mysterious wine culture in one, is also the hometown of Maotai wine.

2, special technology

Climate, geography, technology, water, raw materials, the lack of one. Moutai wine belongs to the soy sauce type liquor, and soy sauce type liquor using raw materials is to take Moutai town, the local quality of small red glutinous sorghum, wheat, natural spring water, according to the ancient traditional craft brewing. Follow the process of brewing with the Dragon Boat Festival Quartering and Sunset Sand, two feedings, nine steamings, eight fermentations, and seven times to get the wine.

The water used to brew Moutai wine is mainly from the Chishui River, which is slightly sweet to the taste and free of dissolved impurities, making the wine particularly sweet. Moutai town also has special natural environment and climate conditions. It is located in the basin of the drunken low point of the Guizhou Plateau, at an altitude of only 440 meters, far from the plateau airflow, with dense clouds all day long. Summer lasts 35 ~ 39 ℃ high temperature period of up to 5 months, half of the year in the sultry, humid rain and fog. This special climate, water quality, soil conditions, for brewing the fermentation of raw materials, maturation are very favorable, but also part of the microbial production of aroma components in Maotai, refinement, increase or decrease played a decisive role. If you leave this special climatic conditions, some of the aroma components in the liquor can not be produced, the flavor of the liquor is also lacking.

This is why some liquor manufacturers try their best to imitate Maotai without success. Saucy liquor is one of the more precious categories of Chinese liquor, and Moutai is the originator of China's large-format saucy liquor, which is known as the national wine, gift wine and diplomatic wine. It is characterized by prominent soy sauce aroma, elegant and delicate, mellow and full-bodied, long aftertaste, and long-lasting fragrance in empty glass. Its quality and unique style is incomparable to other liquor.

3, the market value of the brand is high, the more expensive the more people buy

People say Maotai, generally refers to Flying Maotai and five-star Maotai, a bottle of Flying Maotai is currently priced at 1,499 yuan.

The Moutai Group also has other series of wines, such as Moutai Welcome Wine and Moutai Prince Wine, which range in price from 100 to 200.

Maybe many people do not know the cost of Moutai, say it is estimated that everyone is surprised, a bottle of 1499 yuan a bottle of Flying Moutai cost as little as a few dozen dollars.

In fact, related discussions and controversies have long existed. The pricing of a product is not necessarily related to the cost of the product. Consider the price of a product from a marketing perspective.

In addition to considering the cost factor, but also to consider other factors, such as product scarcity, market positioning, supply and demand, competitive factors and so on these to be higher than the former factors.

Moutai is known as the national wine, contains too much wine culture, hosting hundreds of millions of national emotions, is a postcard of China. The value of Moutai is reflected in not only the unique brewing process, but also a huge brand influence, which is beyond the reach of many liquor companies.

Drinking Moutai, giving gifts to Moutai, which is a reflection of the status. Maotai main force 40-50-year-old people, they have enough financial resources, a wide circle of friends and business circle, they are more interested in Maotai wine to bring them a sense of honor and face, and the price of Maotai wine they do not feel expensive, but the more expensive the better. Scarcity can reflect the expensive, expensive can reflect the status.

4, high valuation of the crowd lift the capital market more and more intense

Recently, Guizhou Moutai's shares continue to refresh the history of new highs, following last year's overtake Diageo to become the world, Guizhou Moutai shares soared 4.04%, once again creating a new record.

It is understood that in 2017, Guizhou Maotai is expected to achieve total operating income of more than 60 billion yuan, an increase of about 50% year-on-year, net profit increased by about 58% year-on-year, and announced that the average price of Maotai wine in 2018 increased by about 18%, which provides a booster for the rise in the price of shares. Guizhou Maotai shares rose 81.71% in 2014, 32.02% in 2015, 59.51% in 2016, and 113.07% in 2017, and so far this year, it has also risen 12%, which is really amazing.A shares overall downturn, these years, institutions on the defensive liquor leading Guizhou Maotai to warm up, and the fund rating agencies have also continued to raise its target price.

For Guizhou Moutai liquor, the official retail price of 53 degrees of Flying Moutai on the market has risen from the original 1,299 yuan/bottle to 1,499 yuan/bottle, but in fact the dealers are reluctant to sell, hoarding and so on the phenomenon is serious, a bottle of 53 degrees of Flying Moutai to be sold for about 2,000 yuan, and before and after the Spring Festival in accordance with established practice there is also an increase in the price of the expected. Guizhou Maotai wine has been in the way of luxury goods farther and farther, and Guizhou Maotai market value breakthrough 1 trillion is also a step away, the entire Guizhou province in 2016, the GDP is only 1.17 trillion.

Expanded:

Moutai Wine, a specialty of Moutai Town, Renhuai City, Zunyi City, Guizhou Province, is a National Geographical Indication product of China.

Moutai wine is a traditional Chinese specialty wine. It is one of the world's three most famous distilled spirits, along with Scotch whisky and French cognac, and one of China's three most famous spirits, "Moutai Five Swords". It is also the originator of the big curved soy sauce type liquor and the national liquor of China, with a history of more than 800 years.

The style and quality of Guizhou Moutai liquor is characterized by "prominent soy sauce aroma, elegant and delicate, mellow body, long aftertaste, and long-lasting aroma of empty glass", and its special style comes from the unique traditional brewing techniques formed through the accumulation of years, and the brewing method is combined with its Chishui River Basin's agricultural production, which is subject to the influence of the environment, seasonal production, the Dragon Boat Festival, the Dragon Boat Festival, the Dragon Boat Festival, the Dragon Boat Festival and the Dragon Boat Festival. Seasonal production, stepping on the song at the Dragon Boat Festival and feeding at the Chung Yeung Festival have preserved some traces of the primitive life in the area.

In 1996, the Moutai wine craft was recognized as a state secret for protection, and in 2001, the traditional Moutai wine craft was included in the first batch of national intangible cultural heritages. 2006, the State Council approved the inclusion of the "traditional Moutai wine brewing craft" in the first batch of national intangible cultural heritages, and declared it as a world intangible cultural heritage. The State Council also approved the inclusion of the "Moutai traditional brewing process" in the first batch of national intangible cultural heritage list, and declared the world intangible cultural heritage.

On February 14, 2003, the former General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) approved the implementation of the protection of "Maotai Wine" as a product of regional origin.

On March 28, 2013, the former General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) approved the adjustment of the protected name and scope of protection of "Moutai Wine" (Guizhou Moutai Liquor) as a Geographical Indication Product.

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