The price rise of high-end liquor is getting worse, and the price of a bottle of Maotai has soared to 2000 yuan.

　　With the approach of the Spring Festival, the price increase of high-end liquor started in October last year has intensified. The Beijing Morning Post reporter visited and found that the high-end liquor represented by Maotai started a crazy price increase mode, and with the improvement of the sales situation, the dealer inventory of Wuliangye reached a record low. A distributor of Wuliangye said that this year’s peak season began in January, and "the recovery of the high-end wine market exceeded imagination".

　　Maotai costs one price a day.

　　Although the news that Maotai’s registered trademark of "National Wine Maotai" was rejected by the State Trademark Office once again shattered Maotai’s "National Wine Dream", it was very bullish in the consumer terminal this year, and the price soared all the way, basically reaching one price per day. In a supermarket in Beijing, the price of a single bottle of 53-degree flying Maotai has exceeded 2000 yuan, reaching 2080 yuan, which is 38.4% higher than that before New Year’s Day.

　　Although the breakthrough of the 2000 yuan mark is only in individual terminals, the overall price increase of Maotai has become a legend in the liquor industry. Since October last year, the supply of Maotai has been tight, and the price has also started to rise. The price of 53-degree Feitian Maotai was only in 950 yuan in the first half of last year, and it rose to more than 1,100 yuan after the Mid-Autumn Festival. Before New Year’s Day, the price of Feitian Maotai in some tobacco hotels exceeded 1,200 yuan. At present, the self-operated price of Feitian Maotai in JD.COM has reached 1,288 yuan. Prices have been rising all the way, and some channels have been out of stock. The owner of a tobacco and alcohol specialty store told the Beijing Morning Post that since New Year’s Day, Moutai has been in a state of tight supply, and there is no goods to sell in the last week.

　　Wuliangye’s inventory reached a record low.

　　Against the background of consumption upgrading, many kinds of liquors, especially high-end liquors, experienced price increases before the Spring Festival. "The first two years came to the week of New Year’s Eve, and the feeling of the peak season was obvious. However, since the beginning of January this year, various business banquets, friends gatherings, and new year purchases have begun. " A distributor of Wuliangye said that from the current situation, the recovery of the high-end wine market this year exceeded imagination.

　　The relevant person in charge of Wuliangye told the Beijing Morning Post that the current Wuliangye market has indeed shown a state of rising volume and price, not only the crystal bottle Wuliangye, but also the Wuliangye low-alcohol series and Wuliangye 1618. "The dealer inventory has reached the lowest point in history, only around 8%."

　　The capital market is enthusiastic about liquor stocks

　　Analysts pointed out that the overall recovery of high-end liquors such as Maotai and Wuliangye is not only caused by consumption upgrading and goods control by manufacturers, but also by consumption mentality. "At present, the overall price of liquor is rising. For consumers, there is a mentality of buying up but not buying down, which leads to a high enthusiasm for buying."

　　In addition, the hoarding of dealers also caused the shortage of the market. Zhang Jianwei, chairman of Guangzhou Juntao Tobacco and Alcohol Chain, told the Beijing Morning Post that some dealers are optimistic that the price of Maotai will continue to rise in 2017, so they will not sell the goods.

　　The popularity of the pre-holiday liquor market also made the capital market enthusiastic about liquor stocks. Kweichow Moutai rose all the way after its opening yesterday, reaching a record high of 359.8 yuan/share, but then fell back. At the close, Kweichow Moutai’s share price was 351.22 yuan/share, Wuliangye rose 1.27%, and LU ZHOU LAO JIAO CO.,LTD rose 0.62%. Liquor stocks basically rose. Beijing Morning Post reporter Chen Qiong