On May 19, Maotai e-commerce app platform "I Maotai" will be officially launched, and 100ml Feitian Maotai liquor will be put on the platform on the same day Previously, Li Jingren, director and acting general manager of Guizhou Maotai, said that in the future, Guizhou Maotai will constantly adjust the product launch strategy after the official launch of "I Maotai" to enrich the product launch.
Zhang Li Securities Times
"I Maotai" will be launched soon
On May 19, it was the last three digits of Maotai stock code 600519, and 9 was also homonymous with "wine". After nearly 50 days of trial operation, Maotai e-commerce app platform "I Maotai" will also be officially launched today.
Since the trial run on March 31, I Maotai has created another Maotai speed under the background of peak flow, and reached the top on the first day of online trial run Apple The app store ranks first in the free list. The number of users in 19 days exceeded 10 million, reaching 13 million as of May 13. It has become an online red product of various program download platforms.
It is worth noting that, according to the reporter of the securities times, on the same day, "I Maotai" will also launch 100ml Feitian Maotai. According to the customer service of "I Maotai", the products to be launched on May 19 include: 43% vol 500ml Guizhou Maotai liquor, 53% vol 100ml Guizhou Maotai liquor (I Maotai), 43% vol 500ml Guizhou Maotai liquor (wedding banquet · red). Series of wines: 53 degrees 500ml golden prince, 53 degrees 500ml Maotai welcome wine (purple).
When the reporter asked whether the 100ml Feitian can only be purchased in "I Maotai", the customer service said that they had not received relevant notice and suggested consulting offline stores.
How to apply
How to participate in subscription? After downloading the "I Maotai" app, there are six main steps:
- Log in the account and improve the real name information.
- After the subscription starts, click "reservation subscription" to participate. (according to the time during the trial operation, the daily subscription is at 9-10 o'clock)
- Agree to the location authorization and select the self delivery store.
- After selecting a store, you can click OK to apply for purchase.
- When the publicity time is reached, click the purchase order to query the purchase results.
- Select the payment method, obtain the delivery code and take delivery offline.
Guizhou Maotai said that the lottery is notarized by the Internet notary office, and the blockchain certificate storage technology is used, which is fair and impartial. The order of booking subscription registration is not related to the success rate of subscription.
The reporter consulted the latest subscription results of "I Maotai". On May 18, a total of 23249 bottles of various series of liquor were put into "I Maotai" across the country, with a total of 2.91859 million people and a total of 7.49733 million people. Rough calculation, the winning rate is 0.31%.
The reform of Maotai channel is further predicted by 100ml water test diversion
Ding Xiongjun, chairman of Guizhou Maotai, responded positively to the price problem of Maotai products at the performance briefing of Guizhou Maotai in 2021 and the first quarter of 2022 on April 29. He said that the only solution was "reform". Dingxiongjun said, "I believe that through the current 'combination fist' and a series of reform measures, Maotai will eventually return to the commodity attribute, and the market has the final say."
Market analysis believes that the sale of 100ml / bottle Feitian Maotai on the "I Maotai" platform may be a key step in channel reform.
Cai Xuefei, general manager of Zhiqu consulting, told the securities times that Maotai launched 100ml Feitian Maotai for several purposes. First, the main application scenario of 100ml Feitian Maotai is appreciation and collection, so its main role is to complete the quality education of new consumers, improve the quality adaptability of Maotai and the audience. Secondly, 100ml Feitian Maotai has made a certain contribution to enriching the direct product structure of "I Maotai" and obtaining new profit growth points.
Cai Xuefei also pointed out that "the launch of 100ml Feitian Maotai may be to test the market's acceptance of Feitian Maotai and accumulate experience."
Cai Xuefei doesn't think it will have much impact on the sales and price of 500ml Feitian Moutai. "500ml Feitian Moutai has the attribute of the integration of consumer goods, luxury goods and investment goods, and 100ml is more about tasting, collecting and tasting new products."
I. during the trial operation of Moutai, four products were put into operation - 53 degrees 500ml Guizhou Moutai (year of the renyin tiger), 53 degrees 500ml Moutai 1935, 53 degrees 375ml * 2 (year of the renyin tiger), 53 degrees 500ml Guizhou Moutai (treasures), all of which were new products launched in Guizhou Moutai in 2021 or 2022, and connected to 12 third-party e-commerce platforms to put 500ml Feitian Moutai.
After "I Maotai" is officially launched, will 500ml flying Maotai be put into use? On May 13, listed companies in Guizhou Province held the 2021 annual performance presentation meeting and collective reception day for investors. Li Jingren, director and acting general manager of Guizhou Maotai, said that since the launch of "I Maotai" app on March 31 this year, it has put on the shelves rare Maotai liquor, Maotai liquor of the year of the tiger and Maotai 1935 liquor, and connected 12 third-party e-commerce platforms in "I Maotai" app to put 500ml Feitian Maotai liquor. In the future, Guizhou Maotai will constantly adjust the product launch strategy after the official launch of "I Maotai" to enrich the product launch.