陈年、精品、五星等5款茅台酒调价茅台价格“能上能下”释放多重信号

证券日报网05-17 18:40

5月16日凌晨，“i茅台”发布公告，对陈年茅台(15)、精品茅台、1L飞天茅台、茅台酒(丙午马年)珍享版等四款产品的自营体系零售价格进行上调；同时，在全国茅台自营店，五星茅台酒的零售价也进行了调整。这是继3月底上调核心大单品飞天茅台(500ml)价格后，茅台实施的又一次重要价格调整。对此，茅台方面称，此举是按照随行就市、供需适配、量价平衡、相对平稳的原则，旨在营造良好、平稳有序的市场环境。值得注意...

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CHINA ALLOCATION  OPPORTUNITY (USD) \"P\" (USD) ACC","LU0594300179.USD":"FIDELITY CHINA CONSUMER \"A\" (USD) ACC","LU1226287875.USD":"UBS (LUX) KEY SEL S-CHINA ALLOCATION OPP \"PM\" (USD) INC","LU0516423091.SGD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (SGD) ACC","LU0880133367.SGD":"UBS (LUX) EQUITY FUND CHINA OPPORTUNITY USD \"P\" (SGD) ACC","LU0052750758.USD":"富兰克林中国基金A Acc","LU0348825331.USD":"ALLIANZ CHINA EQUITY \"A\" (USD) INC","LU1969619763.USD":"EASTSPRING INV CHINA A SHARES GROWTH \"A\" (USD) ACC","LU1226288253.USD":"UBS (LUX) KEY SELECTION SICAV - CHINA ALLOCATION  OPPORTUNITY (USD) \"P\" (USD) INC","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC"},"translate_title":"Aged, boutique, five-star and other five Maotai liquor price adjustment Maotai price \"can go up and down\" to release multiple signals","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1.5},"content_text":"5月16日凌晨，“i茅台”发布公告，对陈年茅台(15)、精品茅台、1L飞天茅台、茅台酒(丙午马年)珍享版等四款产品的自营体系零售价格进行上调；同时，在全国茅台自营店，五星茅台酒的零售价也进行了调整。这是继3月底上调核心大单品飞天茅台(500ml)价格后，茅台实施的又一次重要价格调整。对此，茅台方面称，此举是按照随行就市、供需适配、量价平衡、相对平稳的原则，旨在营造良好、平稳有序的市场环境。值得注意的是，陈年茅台(15)、精品茅台等产品的零售价在年初全面重塑，回归真实需求；这次又是根据市场需求来小幅调价，茅台酒这种“能上能下”的价格机制到底释放了什么信号？在名酒研究所(ID：MJYJS2024)看来，此举真正践行了“价格以价值为基础”的市场规律，既避免了市场被投机情绪主导，更推动价格向真实供需水平回归。而这也正是茅台近期4天时间召开三场重磅会议向渠道商、投资者传递的重要信号。调价幅度各异5款茅台产品调价具体来看，五款产品的调价幅度各异：53%vol500ml陈年贵州茅台酒(15)由4199元/瓶上调至4279元/瓶，上涨80元。53%vol500ml贵州茅台酒(精品)由2299元/瓶上调至2359元/瓶，上涨60元。飞天53%vol1L贵州茅台酒由2989元/瓶上调至3119元/瓶，上涨130元。53%vol500ml贵州茅台酒(丙午马年)珍享版由2499元/瓶上调至2699元/瓶，涨幅达200元，约8.0%，为本次调价中涨幅最高的产品。同时，线下自营店的五星53%vol500ml贵州茅台酒由1489元/瓶调整为1529元/瓶，上调40元。整体来看，此次调价具有以下特点：首先，从价格来看，此次调价覆盖了塔基、塔腰和塔尖等不同价位的产品；其次，从类别来看，陈年茅台(15)、精品茅台、生肖茅台等都是市场的畅销产品，有扎实的消费基础；其三，从规格来看，此次调价只涉及大规格产品，并没有调整小规格的茅台酒产品。行业观察人士认为，大规格茅台酒的消费人群对价格变动的敏感度相对较低，而小规格茅台酒原本就是为了降低消费门槛、连接年轻消费群体，满足他们小量即饮的需求。因此，茅台此次调价充分考虑到这部分人群对价格较为敏感，未对小规格产品进行调价，既能够维系对年轻消费群体的吸引力、守住入门端口，也能借助大规格畅销产品的价格调整，优化产品价格带体系，匹配当前的市场供需情况。以供需为导向让价格贴近真实消费在名酒研究所(ID：MJYJS2024)看来，此次调价并非孤立事件，而是茅台系统性市场化改革的又一关键举措。2026年初，贵州茅台董事会审议通过《2026年贵州茅台酒市场化运营方案》，明确提出要构建“随行就市、相对平稳”的自营体系零售价格动态调整机制。当时，茅台以市场真实成交价为基准，下调了多款产品售价，全面重塑了零售价格体系。3月30日，茅台上调飞天茅台500ml的销售合同价与自营体系零售价，打破了长达八年的零售指导价冻结状态。此次对陈年茅台酒、精品茅台酒、五星茅台酒等5款产品零售价格的上调正是对价格“随行就市”策略的深入践行。根据京东超市最新的数据，陈年茅台酒(15)的零售价约4400元/瓶，精品茅台酒的零售价约2500元，1L飞天茅台酒的零售价约3400元/瓶。此外，新浪财经酒价内参显示：精品茅台酒的终端零售价约2400元/瓶。由此可见，茅台在年初制定的产品价格体系已经低于当前的市场成交价，尤其是陈年茅台、精品茅台等畅销产品的市场价与零售指导价还有一个较大的“价差”空间，所以，这次5款茅台酒的价格上调后将更加贴近市场的真实成交价。业内人士认为，从飞天茅台到其他茅台酒系列产品的调价，此举标志着茅台的动态价格机制正从核心单品向全产品线有序推进，茅台的价格体系正全面转向以市场供需为导向的新阶段。没有流通价调价常态化向市场传递多重信号自3月底打破飞天茅台零售价长达八年的“冻价”状态后，此次又在传统淡季的窗口期再度调价，茅台此举旨在向市场传递哪些信号？其一，调价常态化，打破流通价。此次对5款产品的零售价调整，最核心的信号在于，茅台正将“随行就市”原则转化为一套可执行的常态操作机制。这些产品采用的是“代售制”模式，没有批发的商业模式，也没有所谓的渠道流通价，价格信号将更趋于稳定，有效避免市场情绪被中间商的价格信号干扰。其二，运营能力提升。这种“能上能下”的价格机制，也说明茅台的市场化运营能力正在进一步提升，能够更灵活地应对变化，维护市场的平稳运行。近期，茅台重新定位了厂家“品牌运营商”的统筹角色，是产品、数据及用户运营驱动的生态构建者。其实，本次价格调整就体现了厂家作为“品牌运营商”的功能，及时捕捉茅台酒的价格信号，做出针对性的调整。其三，压缩套利空间。此次调价后，陈年茅台、精品茅台等畅销产品的零售价与市场真实成交价的价差缩小，投机性需求的套利空间将随之收窄，价格炒作行为将得到有效遏制，有助于推动茅台酒回归消费品属性，保障真实消费者公平、保真地购买茅台酒。其四，打破刚性定价的市场预期。通过频繁、小幅、基于供需的价格调整，茅台意在打破市场对茅台酒“只涨不跌”或“价格长期僵化”的固有预期，向市场表明茅台酒的价格相对稳定、有弹性、可双向浮动，正式进入“动态化”科学定价阶段。茅台此次调价的背后，说明企业已经建立起一套成熟、主动、全覆盖的市场化价格管理工具箱。它不再是被动应对市场，而是主动运用价格机制来优化产品结构、重塑渠道生态、引导消费行为。这标志着茅台从依赖渠道推力模式，向一个更健康、更可持续、以消费者真实价值感知为基础的消费品品牌运营模式深度转型。(CIS)\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":"0","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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.2","shortVersion":"4.42.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2636097306","isCrawlerRequest":true}

陈年、精品、五星等5款茅台酒调价 茅台价格“能上能下”释放多重信号

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陈年、精品、五星等5款茅台酒调价茅台价格“能上能下”释放多重信号