There are several reasons why Kweichow Moutai is expensive:

1. Wenhua has a long history

Kweichow Moutai is produced in Maotai Town, renhuai city, Zunyi City, Guizhou Province, and is a traditional specialty wine in China. It is the same as Scotch whisky and French cognac, and it is also one of the three famous Chinese wines "Mao Wujian". It is also the originator of Daqu Maotai-flavor liquor, which has a history of more than 8 years.

maotai town has always been a famous town in northern Guizhou, with a prosperous portrayal of "Sichuan salt goes to Guizhou and Qin merchants gather in maotai". The liquor industry in the region flourished. In 1935, the Chinese Red Army of Workers and Peasants made a long March in Chishui, Maotai, and wrote a magnificent poem in the revolutionary history of China. Maotai Town, the hometown of Moutai, is a combination of ancient salt culture, splendid Long March culture and mysterious wine culture.

2. Special technology

Climate, geography, technology, water source and raw materials are indispensable. Maotai liquor belongs to Maotai-flavor liquor, and 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 process of making koji in Dragon Boat Festival, putting sand in Chongyang, feeding twice, cooking nine times, adding koji for fermentation eight times and taking wine seven times.

The water for brewing Maotai liquor is mainly 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. It is located in the low-lying basin of Guizhou Plateau, only 44 meters above sea level, far away from the plateau airflow, with dense clouds all day long. The high temperature of 35 ~ 39℃ lasts for five months in summer, and most of the year is shrouded in sultry and humid rain and fog. This special climate, water quality and soil conditions are beneficial to the fermentation and ripening of brewing raw materials, and also play a decisive role in the microbial production, refinement and increase or decrease of aroma components in Moutai. If we leave this special climatic condition, some aroma components in liquor cannot be produced, and the taste of liquor is also lacking.

This is 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, full-bodied and full-bodied, long aftertaste and lasting fragrance in empty cups. Its quality and unique style are unmatched by other liquors.

3. The higher the brand market value, the more people buy it.

People generally refer to Feitian Maotai and Wuxing Maotai. At present, the price of a bottle of Feitian Maotai is 1499 yuan.

maotai group also has other series of wines, including maotai welcome wine and moutai prince wine, and the prices of maotai welcome wine and moutai prince wine range from 1 to 2.

Maybe many people don't know the cost of Maotai. It's estimated that everyone is very surprised when they say it. A bottle of flying Maotai with a price of 1499 yuan costs only tens of dollars.

In fact, related discussions and disputes have existed for a long time. The pricing of a product is not necessarily related to the cost of the product. From the perspective of marketing, the formulation of product prices.

besides cost, other factors should be considered, such as product scarcity, market positioning, supply and demand, competition and so on, which are higher than the former factors.

maotai, known as the national wine, contains too much wine culture and entrusts the feelings of hundreds of millions of people. it is a postcard of 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 giving maotai as a gift is a sign of identity. People aged 4-5, the main force of Moutai, have enough financial resources and a wide circle of friends and businesses. They are more interested in the sense of honor and face brought by Moutai, but they don't think it is expensive for the price of Moutai. On the contrary, the more expensive it is, the better. Scarcity can reflect your wealth, and your wealth can reflect your identity.

4. The valuation is high, and the capital market is getting worse and worse.

Recently, the share price of Kweichow Moutai has been constantly hitting record highs. After surpassing Diageo to become the world last year, the share price of Kweichow Moutai rose by 4.4%, setting a new record again.

It is understood that in 217, Kweichow Moutai is expected to achieve a total operating income of more than 6 billion yuan, a year-on-year increase of about 5%, and a year-on-year increase of about 58% in net profit. It is also announced that the average price of Moutai will increase by about 18% in 218, which provides a booster for the stock price increase. The share price of Kweichow Moutai rose by 81.71% in 214, by 32.2% in 215, by 59.51% in 216 and by 113.7% in 217. So far this year, the increase has reached 12%, which is really amazing. Under 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 Feitian Maotai in the market has risen from 1299 yuan/bottle to 1499 yuan/bottle, but in fact, dealers are reluctant to sell and hoard goods. A bottle of 53-degree Feitian Maotai will cost about 2 yuan, and the price increase is expected as usual before and after the Spring Festival. Kweichow Moutai has gone further and further on the road of luxury goods, and the market value of Kweichow Moutai has exceeded 1 trillion. In 216, the GDP of Guizhou Province was only 1.17 trillion.

Extended information:

Maotai, a specialty of Maotai Town, renhuai city, Zunyi City, Guizhou Province, is a symbol product of chinese national geography.

Moutai is a traditional specialty wine in China. It is one of the three famous distilled liquors in the world, which is the same as Scotch whisky and French cognac, and it is also one of the three famous liquors in China. It is also the originator of Daqu Maotai-flavor liquor and the national wine of China, with a history of more than 8 years.

the style and quality of Kweichow Moutai is characterized by "outstanding maotai flavor, elegant and delicate, mellow body, long aftertaste and lasting fragrance in an empty cup". 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, and influenced by the environment, seasonal production, Dragon Boat Festival and Chongyang feeding have preserved some original traces of local life.

In p>1996, Maotai liquor technology was identified as a state secret to be protected. In 21, the traditional craft of Moutai was included in the first batch of national material and cultural heritage. In 26, 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 14th, 23, the former General Administration of Quality Supervision, Inspection and Quarantine approved the implementation of the protection of local products of Moutai.

On March 28th, 213, the former General Administration of Quality Supervision, Inspection and Quarantine approved the adjustment of the protection name and scope of geographical indication products of "Moutai" (Kweichow Moutai).

Reference: Baidu Encyclopedia-Maotai Liquor