Maotai launched the Zodiac wine in the Year of the Horse, the Year of the Sheep, the Year of the Monkey and the Year of the Rooster, among which the price of the Year of the Horse wine was 81,666 yuan/bottle on an e-commerce platform.
For the same bottle of Zodiac Moutai, the price of Maotai official mall is 39,999 yuan, while the retail price of third-party e-commerce platform is 81,666 yuan, and the price gap is as high as 40,000 yuan. Li Baofang, general manager of Maotai Group, pointed out that the supervision of Zodiac wine should be strengthened to avoid excessive abuse, excessive speculation and inflated prices.
It is understood that Maotai Zodiac Wine in the Year of the Dog is expected to be listed at the end of this month, with a starting price of 1699 yuan/bottle. Up to now, Maotai Zodiac Wine has launched four models: Jiawu Year of the Horse, B Year of the Sheep, Bingshen Year of the Monkey and Ding You Year of the Rooster. In recent years, the price of Maotai Zodiac wine has soared. Experts said that the price of Zodiac wine is artificially high, and investors must be alert to investment risks.
Status quo: Maotai Zodiac wine is bullish all the way.
It is understood that in January 2017, Maotai Zodiac Wine in the Year of the Rooster was announced to be listed, with a pre-sale price of 1219 yuan/bottle and an official sale price of 1299 yuan/bottle. On the first day, the sales of Maotai Zodiac wine in the Year of the Rooster exceeded 17 million yuan, and then some channels began to be out of stock or the supply was tight, which led to the rising price of Maotai Zodiac wine in the Year of the Rooster. At present, in Maotai Mall, the retail price of 53-degree 500ml Maotai Zodiac wine in the Year of the Rooster is 2399 yuan/bottle, but the inventory shows "0". In Maotai Mall, the most expensive Zodiac wine is 2.5L five-star 53-degree Year of the Horse Zodiac wine, the retail price is 39,999 yuan/bottle, and the inventory display is also "0".
On the third-party e-commerce platform, the retail price of 53-degree 500ml Maotai Zodiac Wine in the Year of the Rooster is 3,499 yuan/bottle, which is 1,100 yuan higher than the price of Maotai official website, and it needs to be purchased by appointment. The price of 2.5L single bottle of Year of the Horse Zodiac wine is 81,666 yuan/bottle, which is 41,667 yuan more expensive than that of Maotai official website. The profit margin is quite large, and the intention of wine speculators is very obvious.
What is the difference between the Zodiac Maotai and Feitian Maotai? A salesperson of a Maotai franchise store in Beijing told the Beijing Youth Daily that the two kinds of Maotai taste no different, that is, the packaging of the zodiac wine is more exquisite, very beautiful, and has commemorative and collectible value.
Supervision: Zodiac wine is supplied in proportion.
Regarding Maotai Zodiac Wine in the Year of the Dog, Li Baofang, general manager of Maotai Group, pointed out that according to the industry situation in 2017, Zodiac Wine needs rational development and strengthened supervision to avoid excessive abuse, excessive speculation and inflated prices. It is understood that in response to the market’s concern about the sales ratio of Maotai Zodiac wine in the Year of the Dog, Maotai Group recently issued the "Notice on the Implementation Ratio of Aged Moutai and Guizhou Moutai (Year of the Dog, 1898)", pointing out that the matching index of Maotai Zodiac wine in the Year of the Dog can be implemented monthly or quarterly, but it cannot be implemented cumulatively across quarters; If it is implemented quarterly, it can be implemented once in any month of the quarter, and the cumulative proportion index of Maotai Zodiac wine in the Year of the Dog in this quarter can be implemented at one time; The ratio index of Maotai Zodiac wine in the Year of the Dog that has not been implemented across quarters is invalid; Unaccepted stores don’t match Maotai Zodiac Wine in the Year of the Dog.
According to relevant regulations, the sales volume of Maotai Zodiac Wine in the Year of the Dog in 2018 is planned to maintain the level of last year, mainly based on specialty stores and special distribution, supplemented by e-commerce and retail. Maotai will cancel the regional distribution system of Maotai Zodiac wine in the Year of the Dog, and all dealers will jointly distribute it. At the same time, Maotai will grade and match the number of Zodiac wines on a monthly basis according to the areas where specialty stores and special dealers are located. Among them, for specialty store channels, Maotai will distribute 20 pieces, 15 pieces and 10 pieces of Maotai Zodiac wine in the Year of the Dog to each store every month according to the region (province, prefecture and county); For special dealers, 15 pieces, 10 pieces and 5 pieces of Maotai Zodiac wine in the Year of the Dog are distributed to each household every month according to the region (province, prefecture and county); In addition, Dalian, Qingdao, Ningbo, Xiamen and Shenzhen are implemented according to the standards of provincial capitals.
Plan: Maotai will increase the volume of the Spring Festival market.
This month, it was reported at the 2018 working conference held by Maotai Group that no less than 7,000 tons of Maotai liquor and 6,000 tons of series liquor will be put in before the Spring Festival, reaching 25% and 20% of the annual plan respectively, so as to effectively meet the market demand for the Spring Festival. At the same time, it is proposed to resolutely control and manage the terminal prices of Moutai and Maotai-flavor series wines. We should take the word "stable" first, stabilize the market price, stabilize the market foundation and stabilize the market share. It is necessary to strictly manage the market price to prevent the price from rising too fast and the "high fever" from persisting.
It is reported that the market price of Moutai is particularly sensitive near the Spring Festival. On January 8th, Kweichow Moutai Co., Ltd. issued a special announcement, requiring subsidiaries at all levels of the company and Maotai Group to sell Feitian 53-degree 500ml Moutai at the price of 1,499 yuan/bottle, without boosting the price, so as to keep the retail price stable. It is recommended that the seller refer to it as appropriate, and do not hoard goods for sale or tie in.
On January 9th, nearly 100 Maotai dealers jointly issued an initiative in Xi ‘an, unanimously promising to consciously safeguard the interests of consumers and consciously abide by the market order. The price of 53-degree 500ml Feitian Maotai liquor does not exceed 1,499 yuan/bottle, and it will not hoard goods, withhold sales, reluctantly sell or tie in, maintain its strength, deepen the market, improve its service, and be a righteous business for the grand cause of Maotai, the national liquor.
Maotai Group said that since last year, the market of Moutai has changed from a buyer’s market to a seller’s market, and series of wines have also become a tight resource. But this is also the most difficult time to grasp and the most prone to problems. Maotai Group proposes to be rational and sober, be good at using dialectical thinking and dynamic thinking to examine the market, study the market, do a good job in the market, and strive for initiative.
Text/reporter Zhao Xinpei