On March 28, Kweichow Moutai Co.Ltd(600519) official announced the new e-commerce platform.
The digital marketing app “I Maotai” created by Maotai Liquor Co., Ltd. will be officially launched and put into trial operation on March 31. It is reported that in the trial operation stage, consumers can make an appointment on the platform to purchase four new products, including “tiger Mao” and Maotai 1935. It is worth noting that the platform does not directly sell 500ml Feitian Maotai liquor at present.
In recent days, the price of Maotai liquor has fallen sharply. Insiders said that recent outbreaks in first tier cities and the new e-commerce platform in Maotai may impact the interests of dealers, thus affecting market sentiment
On March 28, Kweichow Moutai Co.Ltd(600519) share price once fell more than 5%.
you can make an appointment to purchase four wines including “tiger grass”
not directly selling Feitian Maotai
According to the information released by Kweichow Moutai Co.Ltd(600519) every day, consumers can make an appointment on the “I Maotai” platform to purchase the latest four products: 53 ° 500ml Kweichow Moutai Co.Ltd(600519) wine (year of the tiger), 53 ° 500ml Maotai 1935, 53 ° 375ml 2 (year of the tiger), 53 ° 500ml Kweichow Moutai Co.Ltd(600519) wine (treasures).
Image source: Kweichow Moutai Co.Ltd(600519) official wechat
After downloading the app, consumers can apply to buy Maotai liquor through registration and identity authentication.
Image source: Kweichow Moutai Co.Ltd(600519) official wechat
500ml Feitian Maotai liquor, which has attracted the most attention, is not included in the sales scope of the platform. China Securities News reporter saw on the app that the platform integrated and accessed 12 third-party e-commerce platforms including 1919, jd.com and tmall, providing consumers with rush purchase information for purchasing Feitian Maotai liquor.
It is reported that the platform supports consumers’ online registration, real name authentication, Wuxi Online Offline Communication Information Technology Co.Ltd(300959) payment, order cancellation and refund, store delivery, etc. Consumers who have successfully applied for the purchase need to bring their ID cards to the designated social channels and Maotai self operated company to pick up the goods.
affect dealer profits
Maotai liquor series prices fell
The price of Maotai liquor has fallen for days recently.
Taking the 2022 annual output of bulk flying Maotai as an example, on March 27, the market price was 2500 yuan / bottle, which fell from more than 3000 yuan to 2500 yuan, taking less than half a year. The market price of the original box of Maotai in 2022 has dropped to 2700 yuan / bottle, down 200 yuan / bottle in recent days. Other Chinese Zodiac wines and vintage wines fell, and the 15th vintage wine fell from 6750 yuan / bottle to 6250 yuan / bottle in just a few days, down 500 yuan.
On March 28, the market price of Feitian Maotai rebounded. In 2022, the market price of sanfei rebounded from 2600 yuan / bottle to 2700 yuan / bottle, and the original box rebounded from 2700 yuan / bottle to 2780 yuan / bottle in 2022.
Some dealers told reporters that Maotai e-commerce platform only sells four new wines, and Feitian Maotai is not listed. At present, it seems that it will not affect the profits of dealers. “This is the off-season after the Spring Festival. It is normal for prices to fall back. They should rebound after a period of time.”
“Now the bottle opening rate of Maotai is not high, and most of them are hoarding wine.” Food industry analyst Zhu danpeng told the China Securities Journal that the price of Maotai has been falling back to a reasonable range in recent days. “In fact, many years ago, Maotai wanted to restrict dealers. Through the direct sales model, the price of Maotai liquor returned to the normal level. But at that time, the sauce liquor market was hot, and this goal could not be achieved.”
“At present, the core problem is how much is the quota of direct marketing of the platform? If direct marketing can account for 50%, it will be a great restriction on dealers, but it is impossible to achieve it at present. If the proportion is not enlarged, it will have no impact on the whole price system. In the longer term, it may become 30% dealers and 70% direct marketing in ten years.” Zhu danpeng said.
Baijiu industry analyst Cai Xuefei told reporters that, because of the adoption of the direct price system, Moutai’s e-commerce platform can directly improve Moutai’s overall profit situation. If we continue to force dealers to implement online sales, they will further crack down on the behavior of hyping the Moutai liquor under the line store up and reluctant sale. “The biggest beneficiaries of Maotai’s restart of the e-commerce platform are those consumers who just need it in small quantities.”
Baijiu sector weakened
On March 28, Kweichow Moutai Co.Ltd(600519) opened down sharply, with a decline of more than 5% at one time, and the share price fell to 1600 yuan. As of midday closing, the share was reported at 1638.8 yuan.
Baijiu sector weakened. During the session, Shede Spirits Co.Ltd(600702) once fell by more than 8%, Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) fell by nearly 7%, Luzhou Laojiao Co.Ltd(000568) fell by more than 7%, Jiugui Liquor Co.Ltd(000799) , Anhui Gujing Distillery Company Limited(000596) , Anhui Golden Seed Winery Co.Ltd(600199) fell by more than 5%, and Wuliangye Yibin Co.Ltd(000858) fell by more than 4%. As of noon, the Baijiu index dropped by 2.82%, and 18 of the 19 stocks fell.
Over the past three months, Kweichow Moutai Co.Ltd(600519) share price fell from 221696 yuan per share to 1638.8 yuan, with a range of more than 20%.
