From Scarcity to Brand Premium: Deconstructing the Five Core Collection Logics of Moutai
Key points of this article (in-depth analysis): Moutai liquor's production is limited due to geographical factors.
1. Low output
Moutai liquor's production is limited due to geographical factors. Some say that only Moutai can produce Moutai liquor, and this is indeed true. This is why Moutai built Moutai Airport in Renhuai City, to transport Moutai liquor out. The amount of Moutai liquor sold on the market each year is fixed from five years prior when it began brewing, so scalpers continuously hoard Moutai liquor, ensuring it won't depreciate. Even if Moutai could solve its production issues, it would not choose to flood the market, as this would reduce profits and lower its value.
2. Can be aged.
Moutai's alcohol content is generally 53%. This level not only effectively locks in water molecules but also kills most microorganisms. Therefore, aged Moutai liquor becomes more fragrant and valuable. Feitian Moutai aged over 10 years can easily sell for tens of thousands of yuan, and those over 50 years old can even fetch astronomical prices.
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