茅台又放大招“控量”！调减飞天量，提升龙茅、精品的量

酒业内参07-22

文 | 名酒观察陈莹李文静　　据名酒观察了解，近期茅台对部分经销商发货产品结构作出调整，飞天茅台的发货“量”明显减少，龙茅、精品的“量”比例提升。　　对此，有业内人士认为，茅台这一举措属于产品结构性适度调整，顺应市场真实需求。　　今年，自端午节以来，因受到电商促销等一系列因素的影响，导致飞天茅台价格波动。　　此前，为了“稳价”，茅台出手“五招”，其中包括暂停企业1499元团购...

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Reduce the amount of flying sky and increase the amount of dragon grass and high-quality products","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1},"content_text":"文 | 名酒观察   陈莹   李文静\n　　据名酒观察了解，近期茅台对部分经销商发货产品结构作出调整，飞天茅台的发货“量”明显减少，龙茅、精品的“量”比例提升。\n　　对此，有业内人士认为，茅台这一举措属于产品结构性适度调整，顺应市场真实需求。\n　　今年，自端午节以来，因受到电商促销等一系列因素的影响，导致飞天茅台价格波动。\n　　此前，为了“稳价”，茅台出手“五招”，其中包括暂停企业1499元团购政策、暂停巽风375ml茅台酒的合成行权、调整茅台酒发货节奏、停止12瓶装/箱发货，同步废除拆箱销售、茅台年份酒系列中的15年精品茅台暂停供货。\n　　如今，已过去将近一月，飞天茅台酒价格虽有所上升，但未来仍旧不明朗。\n　　此次茅台发货产品结构调整中提到的还有龙茅和精品茅台，这两款酒同样都是茅台的大单品，销量高，品质好，消费群体较大。\n　　就龙茅来讲，由于收藏价值极高，一经上市，便受到茅粉的追捧，价格当时达到约8000元/瓶，市场上出现一瓶难求的局面。即便是现在，龙茅依旧深受茅粉们欢迎。\n　　就精品茅台来讲，是极具性价比的一款茅台酒，其虽是“国宴茅台”的延续，但酒质仍是陈年佳酿，严格执行以往的标准，选取窖藏20年以上的茅台基酒，30年以上的调味酒精心勾兑而成。\n　　在名酒观察看来，此次产品发货结构的适度调整，对于茅台而言，这样既能对飞天茅台控量挺价，又能满足部分消费者对其他茅台产品的多元化的真实需求，产品投放更科学，更精准。\n　　同时，近期茅台先是制定了围绕客群、场景、服务的“三个转型”战略路径，紧接着又针对提出了具体落地的市场策略，即：围绕“四个聚焦”打，从根源上去解决当前供需不匹配的痛点。越来越回归本质、着眼本质的茅台，一定程度上维护来茅台的核心竞争力。\n　　茅台依旧是行业最大的确定性。未来，相信茅台基于这种确定性，将继续保持科学、健康、稳健发展。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：梁斌 SF055","kind":null,"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,"symbols":[],"gpt_button":1},"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,"deviceId":"web-server-community-laohu8-v3","version":"4.26.2","shortVersion":"4.26.2","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/2453751517"}