【2025年05月11日訊】飛天茅台白酒的價格近來跌下了2000元(人民幣,下同)一瓶,而在一年以前就有業內人士預測該酒價格會跌下2000元,如今一語成讖。有分析認為,茅台價格的波動對整個白酒行業生態產生了深遠影響。
據中訪網財經報導,今年中國五一長假前夕,在拼多多的百億補貼頻道,一些店鋪53度500毫升的飛天茅台單瓶售價為1999元,購買兩瓶總價為3990元。五一長假後,雖然飛天茅台價格有所上漲,但買兩瓶53度500ml飛天茅台的價格下探至3965元,單價不到1983元,低於五一長假。
早在2024年6月,著名陳年白酒收藏專家曾宇就預測由於消費場景減少和投資收藏屬性的減弱,飛天茅台價格必然會跌至2000元以內。
報導表示,長期以來,2000元被視作飛天茅台價格「不可逾越」的心理防線。如今,飛天茅台價格跌破這道防線。而茅台價格的崩盤不僅是單品的潰敗,更是中國高端酒市場乃至整個消費領域劇變的縮影。
對飛天茅台價格跌至2000元以下的現狀,市場反應不一。經銷商擔心庫存轉化為燙手山芋。茅台鎮一家醬酒生產企業的資深從業者表示:「現在最難受的可能不是茅台鎮的酒廠,不是消費者,而是中間經銷商,因為他們手上積壓了大量庫存,而價格一直在下降。原來身邊很多以酒水為主業的同行,如今都會想辦法搞點別的事情做,將經營酒水作為副業。」
另外,次高端白酒品牌面臨前所未有的衝擊。飛天茅台價格下探至2000元以下,直接侵占了原本屬於800元~1500元價位次高端產品的市場份額。消費者更傾向於選擇「降級消費」高端茅台,而非次高端產品,導致區域名酒品牌市場份額進一步收縮。
報導認為從整個白酒行業來看,茅台價格的波動對整個行業生態產生了深遠影響。對白酒行業而言是一場嚴峻的危機,也是推動行業轉型的強大催化劑。面對這一局面,頭部酒企紛紛迅速調整策略。同時,酒企們不得不直面三個本質問題:如何讓年輕人舉杯?如何讓渠道商活下去?如何讓每一滴酒都被真正飲用?畢竟,無論是價值多少的茅台,它的終點都不應該是藏家的保險櫃,而該是消費者的杯中物。
對於茅台酒價格不斷下跌的原因,網民「新聞妹AI」認為:飛天茅台價格下跌是多重因素共同作用的結果。一是供需關係逆轉,茅台近年持續擴產,2025年產能達5.72萬噸,但消費需求未同步增長;同時商務宴請、禮品等核心消費場景受經濟環境影響收縮,年輕群體對白酒興趣減弱。二是消費觀念轉變,年輕消費者更關注產品實際價值,且健康意識增強使白酒消費量整體減少。另外,茅台自身策略調整,雖通過數字化直銷、調整經銷商配額等方式調控市場,但短期仍面臨價格體系重構壓力等。
騰訊用戶ge73o4p則表示:「飛天茅台酒的銷售指導價就是1000多元錢,現在的零售價已經已經超出指導價很多了,稍微降點價,本來就是回歸本質的正常現象,沒什麼大驚小怪的。」
責任編輯:劉毅
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UNSPECIFIED, CHINA - SEPTEMBER 22: Chinese workers arrange bottles of quality locally made wine called baijiu at the Guizhou Huaizhuang Liquor Group on September 22, 2016 in Maotai,Guizhou province, China. Distillers in the famous Maotai town along the Chishui River produce well over half of the country's baijiu, the potent traditional Chinese wine made with fermented sorghum that is popular at state functions and often sells for hundreds of dollars per bottle. The most famous wine brands have long used the Chishui as their prime water source, giving the 437-kilometer long mainstream of the river a treasured reputation as being the "River of Wines". That the area is also revered as the site of a 1935 revolutionary battle led by Mao Zedong during the historic Long March of the Red Army has fortified efforts to protect the ecology of the Chishui and the river basin. This year, governments in the three provinces that the river crosses imposed strict measures to curb sewage disposal, over-development, and environmental degradation. As a result, the Chishui, which literally means "red water river' due to its reddish sentiment, is the only branch of the upper Yangtze that is not polluted, has no dams or reservoirs on its mainstream, and will eventually have a full ban on fishing. Authorities also closed nearly five hundred distilleries and paper mills. Major distillers dependent on the health of the "River of Wines" pay millions of dollars per year toward environmental maintenance and enforcement. (Photo by Kevin Frayer/Getty Images)
近來,飛天茅台的價格跌下2000元。貴州茅台酒工廠情況示意圖。(Kevin Frayer/Getty Images)
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