茅台被曝下调多款产品打款价：最高降超三成，经销商称“随行就市真的来了”

澎湃新闻01-13

新浪财经“酒价内参”重磅上线知名白酒真实市场价尽在掌握　　炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！　　白酒龙头茅台拟下调包含精品茅台、茅台1935在内的多款产品打款价。　　近日，有市场消息称，茅台已明确2026年部分产品合同价，多款产品的经销商打款价将下调，涉及精品茅台、陈年贵州茅台酒（15）、43度飞天、茅台1935等。　　据悉，陈年贵州茅台酒（15）（...

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coming\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1.5},"content_text":"新浪财经“酒价内参”重磅上线 知名白酒真实市场价尽在掌握\n　　炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 　　白酒龙头茅台拟下调包含精品茅台、茅台1935在内的多款产品打款价。\n　　近日，有市场消息称，茅台已明确2026年部分产品合同价，多款产品的经销商打款价将下调，涉及精品茅台、陈年贵州茅台酒（15）、43度飞天、茅台1935等。\n　　据悉，陈年贵州茅台酒（15）（下称“茅台15年”）打款价拟从5399元/瓶下调至3409元/瓶，下调1990元，降幅近37%；精品茅台拟从2969元/瓶下调至1859元/瓶，下调1110元，降幅超37%；43度飞天下调为739元/瓶（2025年计划内为798元/瓶，计划外为989元/瓶）。此外，茅台酱香系列酒中的百亿级大单品茅台1935，打款价拟从798元/瓶下调至668元/瓶，下调130元，降幅达16%。\n　　1月13日，记者从茅台经销商处证实，上述消息“属实”。而截至目前，贵州茅台方面尚未公开发布关于上述调价信息。\n　　酒业独立评论人肖竹青对澎湃新闻记者表示，茅台1935已经确认降价了。茅台1935合同价从798元降低到668元/瓶。肖竹青也了解到，茅台精品酒出厂价从2969元下调至1859元，零售价从3299元下调到2299元。茅台15年出厂价从5399元下调至3409元，零售价从5999元下调到4199元。\n　　肖竹青认为，陈华担任贵州茅台集团董事长以后一直强化“市场化”改革，一方面通过市场供求关系调节发货节奏，另一方面价格形成随行就市的机制，尊重市场规律及时调整公司相应产品价格政策，体现了对市场的尊重。伴随着茅台酒价格回归，扩大了茅台酒的适应人群和消费场景，让以前买不起，买不到真茅台酒的中小企业家和个体户和中产阶层家庭也能成为“茅粉”的增量，茅台酒开瓶率大大提高。\n　　需要指出的是，从终端市场来看，精品茅台、“茅台15年”、43度飞天、茅台1935等产品，在较长一段时间内存在不同程度的“价格倒挂”现象，其零售价明显低于官方指导价。\n　　对于茅台拟下调多款核心产品打款价这一动作，有经销商对记者表示，“早该下调了”。该经销商称，“除了飞天茅台外，像精品茅台、茅台1935这样的产品，经销商之前基本是亏钱在卖。”\n　　也有经销商感慨，“茅台价格‘随行就市’真的来了！”该经销商还称，“这次茅台下调打款价，为经销商也预留了利润空间。”现在i茅台上基本上线了茅台全系产品，售价非常透明，可以看作是市场价格之“锚”。\n　　记者留意到，自i茅台升级改版后，茅台多款产品相继上架销售，在该APP上，精品茅台、“茅台15年”、43度飞天、茅台1935的零售价依次为2299元/瓶、4199元/瓶、829元/瓶、738元/瓶，较此前的官方指导价均有不同程度的下调。\n　　据过往公开报道，此前精品茅台、“茅台15年”、43度飞天、茅台1935的官方指导价分别为3299元/瓶、5999元/瓶、1099元/瓶、1188元/瓶。\n　　值得一提的是，关于茅台酒营销市场化转型的下一步动作，在1月9日召开2026年茅台酒全国经销商会长联谊会上，茅台集团明确，要做好产品市场化。这次改革，重心是让产品各归其位，重建“金字塔”结构。其中，底座是飞天茅台酒，塔腰是精品酒、生肖酒，塔尖是陈年酒、文化酒。同时，产品投放也要市场化，采取精细化、差异化的投放，根据经销商动销情况、区域市场承载能力动态调整，避免平均主义“铺货”，确保产品结构与市场需求精准适配，以构建“随行就市”的产品价格体系。\n　　据第三方平台“今日酒价”披露的各大名酒批发参考价显示，1月13日，25年飞天茅台原箱（53度/500ml）报1525元/瓶，25年飞天茅台散瓶报1520元/瓶，均与上一日持平。精品茅台报2230元/瓶，“茅台15年”报3880元/瓶，43度飞天原箱和散瓶均报800元/瓶，茅台1935报650元/瓶。\n　　据大智慧VIP，截至1月13日午盘，贵州茅台（600519.SH）报1418.97元/股，跌0.30%。\n　　澎湃新闻记者 郭莎莎\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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