Relying on only one software is not enough, and more supporting measures are needed to follow up. The winning rate is 0.35%. This is not a car lottery, nor is it a new stock. It is Maotai online wine selling On May 19, Maotai's official e-commerce platform "I Maotai" was officially launched, but the affordable flying Maotai, which has been eagerly expected by countless consumers, that is, the 500ml 53 degree flying Maotai with a suggested retail price of 1499 yuan / bottle, is still missing
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Even so, it still can't stop the enthusiasm of "Mao powder". According to the data released by Maotai, the total volume of I Maotai on that day was 23400 bottles, with a total of 2.81 million people participating in the purchase, with a total of 6.63 million times.
As a new digital marketing platform launched by Guizhou Maotai "after half a year of preparation time", I Maotai has always been hot since its trial operation at the end of March, and even once occupied the top of major mobile app stores.
At the same time, I Maotai is also a major measure taken by Ding Xiongjun, the new chairman of Maotai Group, to solve the price chaos in Maotai. Since 2016, the price of Feitian Maotai has been rising, and there has been a price difference of more than 1000 yuan between the recommended retail price and the market transaction price for a long time, providing huge rent-seeking space for countless dealers and "speculators".
So, can the "I Maotai" without Feitian Maotai successfully put an end to price chaos? When can consumers buy affordable flying Maotai?
The winning rate was only 0.35%
On May 19, after more than 50 days of trial operation, I Maotai was officially launched.
There are five new products launched simultaneously, including Feitian 53 degrees 100ml Guizhou Maotai liquor, Feitian 43 degrees Guizhou Maotai liquor, 43 degrees 500ml Guizhou Maotai liquor (wedding banquet · red), Maotai Prince liquor (Golden Prince) and Maotai welcome liquor (purple).
Different from the four products purchased and reserved on the shelves during the trial operation, these five products adopt the way of online direct real-time sales, and there is no need to make an appointment for direct purchase.
Together with the previous four wines, these nine products form I Maotai's product matrix, with product prices ranging from 218 yuan to 4599 yuan.
As for Feitian Maotai, which has been robbed for years, it still does not appear in the reservation menu, but can only be reserved by a third party - app will automatically jump to jd.com, tmall.com, jiuxian.com and other platforms.
However, with or without flying, I Maotai is still "hard to find a bottle".
On May 19, like many "Maofen", the author opened I Maotai early in the morning to participate in the purchase of Feitian Maotai.
However, as soon as 9:00, the purchase page of Feitian Maotai 100ml shows the words "sold out". After changing several receiving addresses, 100ml 53 degree Feitian Maotai and 500ml 43 degree Feitian Maotai were "sold out" and could not be purchased.
Figure / I screenshot of Maotai
It is reported that I Maotai's exclusive 100ml "mini version" Feitian Maotai was sold out only 11 minutes after it was put on the shelves.
In addition, according to the national subscription results announced at 6 p.m. on the 19th, a total of 2811896 people applied for four products, including Maotai Lunar New Year of the tiger liquor, Maotai liquor (treasures) and Maotai 1935, with a total of 23444 bottles and 6633340 times. According to this calculation, the winning rate is only 0.35%.
In fact, "can't grab" is I Maotai's label since its birth. According to I Maotai data, from March 31 to May 18, a total of more than 130 million people and 340 million people participated in the purchase, putting in more than 1.17 million bottles of products, totaling 560.7 tons.
In order to improve the winning rate, netizens also created various "black technologies" for I Maotai, such as suspension clock, card point skills, and even many people used fascia guns to help their fingers quickly tap the screen to place orders. In addition, there are scalpers selling I Maotai robbery scripts on the Internet.
However, even so, the probability of successful subscription will only increase by a few tenths of a percentage point. "The shoe frying routine has been moved to the Baijiu industry." Some netizens commented.
On April 29, Ding Xiongjun said at the performance presentation meeting of Guizhou Maotai in 2021 and the first quarter of 2022 that he and a group of Maotai executives, like ordinary users, were also faced with the situation that they could not grab Maotai Liquor on I Maotai.
Channel change is not easy
In 2016, the Baijiu industry ushered in a recovery, and then the prices of Feitian Moutai soared all the way. To some extent, controlling the terminal price has become an important work for the previous leaders of Maotai. However, it backfired. Maotai's price was "higher and higher", which guided the price difference between the retail price and the real transaction price to exceed 1000 yuan for a long time.
According to Dong Baozhen, executive partner of lingtongshengtai, the channel structure of Guizhou Maotai is too single and completely depends on traditional distribution channels, which makes the sales model of Guizhou Maotai controlled by others. It is difficult for Maotai to effectively control the channel hoarding and speculation. To achieve long-term stability, we need to vigorously promote channel reform on a large scale.
In September 2021, Ding Xiongjun took office. Subsequently, at the first extraordinary general meeting of shareholders in Moutai, Guizhou, Ding Xiongjun indicated that he would promote the reform of the company's marketing system and price system, strive to standardize the original channels and explore the development of new retail channels. And I Maotai is one of the important measures.
Caixuefei, a Baijiu analyst, told China Newsweek that the purpose of Maotai's direct marketing is, on the one hand, to improve its online sales, on the other hand, to strengthen the enterprise's product price control over channels and markets, improve management level and efficiency, and better maintain the brand image.
However, Maotai channel transformation is not easy, which is bound to affect the interests of traditional channels.
According to the official information of Guizhou Maotai, the company's products are mainly sold through direct sales and wholesale agency channels. According to the data, in 2021, the wholesale channel brought 82.029 billion yuan of revenue to Moutai, Guizhou, accounting for 77.24%, which is still the main sales channel of the company's products, while the direct channel brought 24.029 billion yuan of revenue, accounting for about 22.76%.
Xiaozhuqing, a Baijiu marketing expert, analyzed to China Newsweek that the status of Guizhou Moutai in the Baijiu industry is inseparable from the long-term operation of its dealers, and the relationship between the two sides is almost "symbiotic".
In his opinion, although the sales scale of e-commerce platform is small, its price has a demonstration effect on the whole market. "At present, the ex factory price of Feitian Maotai is 969 yuan and the guide price is 1499 yuan. If the terminal is sold at the guide price, the gross profit of the whole channel is less than 50%, the marketing power of the channel will be lost, and the channel of Maotai may collapse."
Cai Xuefei also agreed with this, "once Maotai and dealers stand on the opposite side, the latter will no longer support Maotai at the channel level, and even cause great harm to Maotai at the brand level. The investment and financial attributes of Maotai liquor will also be greatly affected."
In the view of the above-mentioned people, I Maotai did not immediately go online for 53 degrees, which may also be due to the consideration of balancing the interests of offline channels.
In fact, after the news that I Maotai was going online came out, the market price of Feitian Maotai began to fluctuate. On March 22, the prices of original boxes and bulk bottles of Feitian Maotai in 2022 were 2955 yuan / bottle and 2680 yuan / bottle respectively. By March 27, they had fallen to 2700 yuan / bottle and 2500 yuan / bottle respectively. Since then, with the confirmation of Feitian Maotai's "Absence", the price of Feitian Maotai was gradually adjusted back. By March 30, the price of the original box and bulk bottle of Feitian Maotai was adjusted back to 2820 yuan / bottle and 2600 yuan / bottle.
Reform needs to continue
At present, I Maotai online still failed to fundamentally change the abnormally high price of Feitian Maotai.
Dong Dengxin, director of the Institute of Finance and securities of Wuhan University of science and technology, is not optimistic about the role that I Maotai can play. He told China Newsweek that the root of Maotai chaos lies in the price dual track system + sales channel control under the planned economy, while I Maotai is still planned pricing + planned placement. In fact, it is still the market environment and atmosphere of man-made hunger marketing, which has little effect on resolving the market chaos.
Cheng Wansong, Secretary General of Beijing liquor industry circulation association, believes that direct selling and price stabilization are only one of the basic functions of I Maotai, and there should be more space for use. "I Maotai is upgraded in identity recognition, which helps Maotai directly connect with real consumers, so it should be a community marketing service platform for Maotai and Maofen to communicate. At the same time, I Maotai can also be used as a tool to upgrade the supply chain, reposition and divide labor with dealers, and strengthen the service function of market terminals."
On April 29, Ding Xiongjun made a positive response to the price problem of Maotai products at the performance briefing of 2021 and the first quarter of 2022 in Moutai, Guizhou. He insisted that the only solution was "reform". "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 the final say."
I Maotai will face more challenges than that. Maotai's self built e-commerce has drawn lessons from the past, which should also be paid attention to.
As early as 2014, Maotai Group invested 100 million yuan to establish Maotai Group e-commerce Co., Ltd. (hereinafter referred to as Maotai e-commerce company), and launched the "Maotai cloud business" platform in September 2017. At that time, the project was once known as the "No. 1 project" of Maotai Group.
According to public information, in August 2017, Maotai issued the notice on fully enabling Maotai cloud business platform, requiring all dealers to open cloud business online stores and sell 30% of the quota online.
However, it is a pity that Maotai e-commerce company, which has high hopes, finally degenerated into a place of serious corruption. In December 2019, Maotai e-commerce company was officially dissolved and liquidated and cancelled. Several executives of Maotai e-commerce company, including Nie Yong, the former chairman of the board, were also transferred to the judicial organ for corruption.
At present, the industry is still paying attention to when I Maotai will be launched in 500ml Feitian Maotai. Huachuang securities research report pointed out that the first step of I Maotai was to test run with treasures, Chinese Zodiac wine and Maotai 1935 at the end of March, and the second step was to officially run on May 19. It is expected that pumao quota of some dealers will also go online.
Cai Xuefei predicts that as I Maotai continues to supplement new products and enrich the product structure, especially considering that 43 degree flying Maotai has also been launched, the possibility of launching 500ml 53 degree flying in the short term is not high.
Li Jingren, director and acting general manager of Guizhou Maotai, previously said at the 2021 annual performance briefing held on May 13 that in the future, Guizhou Maotai will continue to adjust the product launch strategy after the official launch of "I Maotai" to enrich the product launch.