If someone tells you that you buy a bottle of wine for 6,000 Hong Kong dollars, he will pay back 200,000 Hong Kong dollars after 8 years. Will you buy? When every friend encounters this kind of problem, the first reaction is probably: liar! big liar!
But the real incident is that Mr. Chen of a whiskey bar sold a bottle of Japanese whiskey in November 2020 at a price of 550,000 Hong Kong dollars, which is more than 90 times the price he paid in 2012. It can be seen that the prospect of whiskey in the domestic market cannot be underestimated.
The charm of Japanese whiskey in China
After the epidemic, the enthusiasm of Chinese people to buy Japanese goods has faded, but now it seems to be revived.
There is a store called "M Ginza Whiskey Museum" in Ginza, Tokyo, which mainly sells Japanese whiskey. Many of the clerks are Chinese, and the customers are almost all Chinese and Singaporeans. The prices of some wines in the store are comparable to the price of a house in the (Tokyo) city center.
Whereas a decade ago China's new rich were responsible for a surge in demand for Bordeaux and top Burgundies, now the country has embraced Japanese whiskey as the ultimate symbol of fine living.
In fact, the price of Japanese whiskey is far more than drinking value, but like assets such as house stock futures, it has financial attributes. Therefore, analyzing its hype path is the same as analyzing all financial assets that can be hyped. It is inseparable from 4 elements, a series of unique narratives that are generally accepted, a small group of bankers with concentrated chips, and a large group of speculative hot money. And an objective scarcity.
used whiskey blaze
Japanese whiskey has become popular all over the world in recent years, and the supply exceeds demand, and the second-hand transaction price has exceeded the original price by several times or even dozens of times. A domestic industry insider said: "Our company buys thousands to tens of thousands of yen from Japanese stores that have closed down due to the epidemic, and then sells them to Chinese companies in
Japan."
In China, many people purchase a total of 100 million to 200 million yen per month. Even if the purchase amount is high, their annual profit still reaches 20 million yen.
The whiskey is sent to Chinese buyers, and the logistics company will mix the alcohol and cosmetics with other items, so there is little risk of confiscation. Coupled with the impact of the depreciation of the yen, inquiries from China are increasing. Some wines have a single price of more than 40 million yen.
Reporters interviewed Chinese students studying in Japan also said: "Second-hand whiskey business is a profitable sideline for Chinese in Japan."
Enjoy or invest?
On whether to buy whiskey to drink or invest, the expert said: "We need to do our homework. Be wary of any new release being offered at a very high price. You have to do your research and do your due diligence. Just because it's a defunct distillery , doesn’t mean it’s a good bottling house.”
Simply put, that is, it’s best not to buy whiskey that you’ve never tried, we need to understand certain spirits, their history, their prices, etc.
During this process, drinking is a must.
At present, the domestic whiskey market is getting hotter and hotter, but is a bottle of wine, or a certain brand of wine, as good as the legend says? Drinking is a very good way.
Enjoying whiskey and investing in whiskey go hand in hand.
Of course, there are more and more speculators in the whiskey industry, as many as 30% of the buyers are speculators. Whiskey, as a classic "scarce" product, naturally has investment attributes. However, if some low-quality whiskey is overpriced, it will directly affect the judgment of friends who normally invest in whiskey.
The success of Riwei is inseparable from the means of establishing rational and perceptual cognition, just like Maotai's counterattack from loss to national liquor, which is a story that most people like to hear.
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