CPC Central Commission for Discipline Inspection website issued a document： What signal does high-end liquor release before the double festival？
Recently, a supermarket in Beijing held a liquor culture festival.
At the recent China (Guizhou) International Liquor Expo, the Kweichow Moutai Exhibition Hall was crowded.
On September 22nd, the website of the State Supervision Commission of the Central Commission for Discipline Inspection published an article saying that near the Mid-Autumn Festival and National Day, the news of price increase of domestic high-end liquor represented by Maotai and Wuliangye continued, and the prices of various liquor products rushed to historical highs. Public opinion is worried that the price of high-end liquor will continue to rise, which will exceed the normal human relations and banquet demand, and promote the resurgence of unhealthy trends such as public funds to eat and drink, illegal collection and delivery of festivals.
As CPC Central Commission for Discipline Inspection issued a document naming Maotai, Wuliangye and other high-end liquors, the stocks in the liquor sector were depressed yesterday and fell as a whole. Yesterday, the liquor sector led the decline, and individual stocks floated green across the board. In early trading, Shanxi Fenjiu, Gujing Distillery and Shuijingfang once fell by about 5%. However, it then rebounded. As of the close of the afternoon, except for ST, which was willing to be stopped by the risk warning, most of the rest closed with a small drop.
The "stock king" Maotai continued to be strong, closing down only 0.94%. From the end of March to the beginning of this month, Maotai’s share price rose by nearly 80%. Although it has been adjusted back recently, it is still at a high level in history, and its total market value still exceeds 2 trillion yuan, ranking first in A shares.
phenomenon
Maotai has been increasing its price every week since August.
Hongxing Erguotou has also made high-end liquor.
The overall supply of high-end liquor is in short supply, and the market price of Maotai is extremely firm, and the price has been increasing every week since August. Take Feitian Maotai as an example. Although the official guide price is 1499 yuan/bottle, the market retail price is close to or even more than 3000 yuan/bottle.
"The original box price of our 53-degree Feitian Moutai is 3,100 yuan, and the bulk unit price is 2,880 yuan. If you buy it later, it may increase the price." This is the inquiry reply that the reporter from the website of the State Supervision Commission of the Central Commission for Discipline Inspection got from a Kweichow Moutai store in Haidian District, Beijing on September 22nd. At the same time, Feitian Moutai in many tobacco and alcohol retail stores in Beijing is in a state of tight volume.
According to an article on the website of the State Commission for Discipline Inspection of the Central Commission for Discipline Inspection, near the Mid-Autumn Festival and the National Day, the news of price increase and price increase of domestic high-end liquor represented by Maotai and Wuliangye continued, and the prices of various liquor products rushed to historical highs. Public opinion is worried that the price of high-end liquor will continue to rise, which will exceed the normal human relations and banquet demand, and promote the resurgence of unhealthy trends such as public funds to eat and drink, illegal collection and delivery of festivals.
Take the 53-degree Feitian Moutai as an example. The official retail price of a single bottle is 1499 yuan, but the actual price has doubled. "In the last two months, Feitian Maotai has been rising at a rate of about 50 yuan per week, far exceeding the price increase rate of Mid-Autumn Festival and National Day last year." A Moutai dealer told reporters.
According to the analysis of market research institutions, in the first quarter of this year, due to the epidemic situation, the large reduction of people going out directly affected the consumption of liquor. However, the demand for high-end liquor has been continuously released since the second quarter. Not only has the price of Feitian Maotai increased, but the wholesale prices of Wuliangye and LU ZHOU LAO JIAO CO.,LTD have also shown an upward trend, and the overall demand for high-end liquor is in short supply. "There is an expectation of price increase. Even if it doesn’t rise, the dealers won’t lose money. The goods hoarded in their hands can be sold as vintage wine at a higher price." The aforementioned Moutai dealers said that the continued high price of wine has intensified the reluctance of some dealers to sell goods.
The reporter from the website of the State Supervision Commission of the Central Commission for Discipline Inspection noticed that some merchants also regarded "buying Maotai at a low price" as a gimmick to attract customers. Recently, Wangfujing Department Store held a carnival, one of which was to supply Maotai at a low price, but it was required to buy more than 1000 yuan in the mall to get the chance to draw lots to qualify for the purchase. The winner must hold an ID card to buy, and each person is limited to one bottle, which can only be bought once a year. Even so, the customers in the queue are still endless. E-commerce Tmall Supermarket also opened the snapping up of Feitian Maotai from time to time at a price of 1,499 yuan. The reporter tried to snap up at 8 pm on September 21, and it was sold out just after the opening time. The netizens who successfully grabbed it before mostly showed the joy of "winning the prize" in the comment area.
According to media reports, September was the peak season for liquor sales, and this year, due to the price control of some high-end brands, the market price rose further. LU ZHOU LAO JIAO CO.,LTD, Shanxi Fenjiu, Yanghe, etc. have issued price increase notices, while Red Star and Shede Liquor have recently launched high-end new products to seize the market. It is worth mentioning that CPC Central Commission for Discipline Inspection’s article named and criticized the Red Star Erguotou, which is famous for its cheapness and material benefits. This is also a great surprise and sparked heated discussion.
The Red Star Capital Bureau noticed that recently Red Star Erguotou announced that it would launch high-end liquor strongly. Its official flagship store showed that the retail price of Red Star Master 1949 was 699 yuan/bottle, and that of Master 1949 was 799 yuan/bottle, which has completely entered the list of high-end liquor, obviously running counter to its development vision of "being the master liquor on the table of the people".
September has always been the peak season for liquor sales. Recently, Shanxi Fenjiu, LU ZHOU LAO JIAO CO.,LTD, Yanghe and Shuijingfang have issued price increase notices. However, the Red Star Capital Bureau visited the market on the spot and found that at present, except for the unusually strong price of Maotai, most other liquors are not as strong as expected. For example, Yanghe, Shuijingfang and Fenjiu can be shipped at the price before the price increase. If there are many orders, the price can be further discounted.
Take Shuijingfang, which has recently increased its price, as an example. Although the official announced the price increase in 20 yuan, the actual selling price of the market terminal is far below the "guidance price". Red Star Capital Bureau visited the market and found that the actual transaction price is equivalent to 7-8 fold of the guide price, which shows that the terminal market does not buy it, and even the phenomenon of "price upside down" appears.
observe
In history, high-end liquor has been named many times, which has caused strong market shock every time.
What is the impact of liquor being named?
The Red Star Capital Bureau noticed that high-end liquor has been criticized by name many times in the history, and it will cause strong market shock every time.
On the evening of July 15th this year, People’s Daily’s new media platform "Learning Group" published an article "Who is paying for the stale Maotai? ",the article pointed out that from big tigers to small flies, Moutai frequently appeared and became the" hard currency "of official corruption. First, drinking maotai has face. Under the influence of bad atmosphere in the past, drinking Maotai became a symbol of identity and status. Second, Tibetan Maotai is valuable. From the original hundreds of yuan to several thousand yuan, Maotai seems to have got rid of the identity of consumer goods and become a wealth management product; The third is to send Maotai a seat. If you don’t buy what you drink, if you don’t drink what you buy, you will get better in the world, but you will get worse in the next.
On the second day after the article was published, liquor concept stocks plummeted across the board. More than ten shares, including Yanghe, Laobai Dry Wine, Kouzijiao, Jiugui Liquor and Shuijingfang, collectively fell, and Kweichow Moutai also fell by 7.9%, and its market value of 174 billion yuan evaporated in a single day.
Earlier in history, in 2012, eight years ago, the market price of Feitian Moutai once exceeded 2,500 yuan. However, by the end of 2012, the central government issued "eight regulations", and high-end liquor was once criticized by the media and all walks of life, which had a great impact. The consumption of high-end catering and high-end liquor has dropped significantly. Just at the end of the year, the liquor industry suffered another plasticizer storm, which caused the liquor industry to be hit hard again. As a result, the whole liquor industry entered a cold winter and its share price also fell endlessly.
On September 2, 2013, influenced by factors such as "restricting the consumption of the three public funds" and "strictly checking public funds to eat and drink", the volume of Kweichow Moutai fell, which became the first drop in Maotai’s listing for more than ten years, and led other liquor stocks to plummet. During the Mid-Autumn Festival and National Day of that year, the retail price of Feitian Maotai market also fell to the bottom. At the lowest, it only sold 850 yuan/bottle, and Wuliangye also fell to 650 yuan/bottle.
perspective
Often associated with cases of violation of discipline, 383 cases were investigated in the first seven months of this year.
What is behind the name of high-end liquor?
If the two "price hikes" of high-end liquor are just market behaviors, it is understandable. However, in recent years, cases of violation of rules and regulations related to high-end liquor often attract public attention.
According to CPC Central Commission for Discipline Inspection’s article, on September 14th, Shi Fenggang, former Party branch secretary and village committee director of Xinzhuang Village, Changxindian Town, Fengtai District, Beijing, was sentenced to life imprisonment and confiscated all his personal property for organizing and leading underworld organizations and corruption. In the arrest picture disclosed by the media, Feitian Moutai in his home has become a hot spot of public concern.
On August 31st, China Procuratorial Network made public the indictment of Bai Xuemei, the former party secretary and chairman of Fugu CPPCC in Shaanxi Province, for corruption and bribery, and the old news that he accepted 19 boxes of Feitian Moutai was once again heated up by the media.
In the view of Deng Lianrong, vice president of China Clean Government Legal Research Association, high-end liquor, whose price has been rising year by year and has been stored for a long time, is no longer a table drink in the usual sense. Its value has the attributes of luxury goods and collectibles and has become a "hard currency" in many people’s minds. "Once the price of high-end liquor far exceeds the public’s tolerance, it may change back to ‘ Those who buy don’t drink, and those who drink don’t buy ’ , dispel the spirit of consolidating and implementing the eight central regulations in recent years and correct ‘ Four winds ’ Efforts to achieve results. " Deng Lianrong said.
Shen, a private entrepreneur in Haiyan County, Zhejiang Province, once gave two bottles of Feitian Moutai to some leading cadres in the name of "Happy New Year" before the Spring Festival in 2019. Seven people actually accepted it, and they were punished accordingly in March this year.
From January to July this year, according to the data of the monthly report on the investigation and punishment of mental problems in violation of the eight central regulations, three kinds of problems, namely, illegal collection and delivery of precious specialties and gifts, illegal payment of subsidies or benefits, and illegal eating and drinking, rank among the top three problems of hedonism and extravagance. Among them, there was only one case of "illegal receipt and delivery of rare and special gifts". A total of 383 problems were investigated and dealt with, 444 people were dealt with, and 331 people were given disciplinary and administrative sanctions.
According to an article on the website of the State Commission for Discipline Inspection of the Central Commission for Discipline Inspection, the discipline inspection and supervision organs in Shanxi, Shandong, Guangdong and other places have notified a number of typical cases, including eating and drinking with public funds and illegally accepting precious specialty gifts, before the Mid-Autumn Festival and National Day. At the same time, all localities also sent special supervision and inspection teams to large supermarkets, hotels and other places to collect sales records and invoices, and to check whether any units used public funds to buy shopping cards, high-grade drinks, public funds to eat and drink, illegal reception and other issues.
"On the one hand, wine enterprises should return to market rationality, attract users with high-quality products, and maintain the healthy development of the market; On the other hand, we should continue to strengthen supervision, investigation and notification of violations of discipline by leading cadres in party member, continuously consolidate the effectiveness of expanding work style and prevent invisible variation ‘ Four winds ’ The problem rebounded. " Deng Lianrong believes.
"The state’s restrictive attitude towards luxury and waste caused by high-grade liquor consumption has a certain inhibitory effect on high-grade liquor consumption in the short term." Cai Xuefei, an analyst in liquor industry, told Red Star Capital Bureau that China liquor has experienced several rounds of price increases, especially at the level of liquor enterprises in weak areas, and the blind high-end liquor has been divorced from the daily needs of the people, which has had a certain negative impact. The guidance at the national level is conducive to the healthy development of the industry, and it has certain value for the cooling of high-end liquor at present.
Chengdu Business Daily-Red Star Journalist Li Weiming
Comprehensive website of the State Supervision Commission of the Central Commission for Discipline Inspection