On March 28, Kweichow Moutai Co.Ltd(600519) disclosed that in 2021, the total operating revenue was 109.46 billion yuan and the total profit was 74.52 billion yuan; The net profit was 52.46 billion yuan, a year-on-year increase of 12.34%.
Kweichow Moutai Co.Ltd(600519) it is estimated that in the first quarter of 2022, the total operating revenue will be about 33.1 billion yuan, with a year-on-year increase of about 18%; The net profit attributable to the shareholders of the listed company is expected to be about 16.6 billion yuan, with a year-on-year increase of about 19%.
Kweichow Moutai Co.Ltd(600519) official wechat said today that the Maotai digital marketing platform “I Maotai” app, which has been prepared for half a year, will be officially launched on March 31. At present, consumers can download “I Maotai” in the mobile application mall.
The e IOS reporter downloaded I Moutai in the apple IOS market and registered that the online shopping of Moutai Moutai platform was all on the application system, and each ID number was bound to an exclusive account. The booking time is 9:00-10:00 a.m. every day. Each real name certified account can only be subscribed once for each variety. After successful subscription, you can obtain the delivery code and pick up the goods at the offline reservation store.
Unexpectedly, the new Maotai sales platform went online, but the share price once fell sharply. At the opening of trading on March 28, Kweichow Moutai Co.Ltd(600519) ( Kweichow Moutai Co.Ltd(600519) ) once plummeted by more than 5%, and the share price approached 1600 yuan. Subsequently, as the index warmed up, Kweichow Moutai Co.Ltd(600519) decline narrowed. As of the close, Kweichow Moutai Co.Ltd(600519) fell 1.73% to 1660.8 yuan, with the latest market value of 2086.3 billion yuan.
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has been online and can be downloaded and registered
Kweichow Moutai Co.Ltd(600519) official wechat news, on March 31, the digital marketing app “I Maotai” built by Maotai Liquor Co., Ltd. will be officially launched and put into trial operation.
From the date of online trial operation, consumers can search “I Maotai” in the mobile application Mall for download. In the trial operation stage, consumers can make an appointment to purchase the latest four products in “I Maotai” every day: 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).
The reporter of Securities Times e company found that at present, consumers can search “I Maotai” in the mainstream mobile application Mall for download. After downloading and installing through apple IOS platform, it is officially on sale in the trial operation stage. The purchase rules disclosed by “I Maotai” show that in order to meet the wine purchase needs of consumers as much as possible, all online commodities of I Maotai platform adopt the purchase system, and all users who meet the purchase conditions can apply for purchase.
The condition of reservation subscription is that people over 18 years old and with full civil capacity can participate in reservation registration. Reservation registration is authenticated by identity information, and each ID number is bound to an exclusive account. After successful registration, you can use the exclusive account to apply for purchase.
The reservation and subscription time is 9:00-10:00 every morning, subject to the time displayed on the home page of Maotai platform. The order of booking subscription registration is not related to the success rate of subscription. Enter the purchase page, select the store according to the consumer’s needs, click the purchased goods and quantity, and then submit the registration. Each real name certified account can only be purchased once per game and per variety. After the purchase application is successful and the payment is made, the delivery code can be generated, and then the goods can be picked up at the reserved store before the deadline.
At present, “I Maotai” does not directly sell 500ml Feitian Maotai liquor. It will be integrated into 12 third-party e-commerce platforms to provide consumers with rush purchase information for purchasing Feitian Maotai liquor. It can be seen from the “I Maotai” app that 12 home appliance business platforms include mobile phone tmall, jd.com, Xiaomi Youpin, etc., which also indicates the reservation time of each platform, and can jump directly from “I Maotai” to a third-party platform.
In addition, according to the enterprise check app, China Kweichow Moutai Co.Ltd(600519) distillery (Group) Co., Ltd. recently applied for the relevant trademark of “I Maotai”, which was approved to be registered in 45 items of the whole category, and the trademark status was “under registration”.
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Feitian Maotai is not on sale
It is worth noting that the products that took the lead in landing “I Maotai” this time are new products launched by Kweichow Moutai Co.Ltd(600519) in recent months.
Kweichow Moutai Co.Ltd(600519) official wechat showed that Maotai was officially released in 1935 on January 18, and the market guide price was 1188 yuan / bottle. On January 5, renyin Lunar New Year of the tiger wine was officially released. Five Chinese New Year of the tiger wines were launched by four Maotai brands, including 53% vol500ml Kweichow Moutai Co.Ltd(600519) wine (year of the tiger) and 53% vol375ml × 2. The market guide price of Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger) is 2499 yuan / bottle and 3599 yuan / bottle respectively. On December 29, 2021, Kweichow Moutai Co.Ltd(600519) wine (precious) was officially released, and the market guide price was 4599 yuan / bottle.
Insiders pointed out that Feitian is not in the sales list, possibly because the platform is still in the trial sales stage. Feitian has high attention and large traffic. In order to ensure the stable operation of the e-commerce platform, there may not be any consideration in terms of platform testing, but also in terms of safeguarding the interests of online and offline sales.
Some Baijiu marketing experts pointed out that flying Moutai is not on the list of the first sales list, because it is necessary to avoid the excessive focus and hype of the Moutai market, and promote the smooth operation of the platform. The construction of the new e-commerce platform also allows Kweichow Moutai Co.Ltd(600519) to directly face the end consumer group and the market, reducing the profit space of middlemen.
Investors in the stock bar have different views on the launch of “I Maotai”. Some investors said: “without flying Maotai, who will download it?” However, some people believe that although Feitian is not online, accessing the large-scale information channels of 12 direct e-commerce can alleviate the source problem of consumers snapping up Feitian to a certain extent.
It is worth noting that Maotai is not the first time to test water e-commerce. As early as 2014, Maotai invested 100 million yuan to establish Maotai e-commerce platform. In September 2017, Maotai’s official trading platform “Maotai cloud business” was launched, and more than 2800 dealers settled in. However, the good times did not last long. On December 17, 2019, Kweichow Moutai Co.Ltd(600519) announced that its joint-stock company Maotai Group e-commerce Co., Ltd. was dissolved and liquidated.
In March 28th, the Baijiu sector fell as a whole. At the close, Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) fell by over 6%, while Shede Spirits Co.Ltd(600702) , Anhui Gujing Distillery Company Limited(000596) and Luzhou Laojiao Co.Ltd(000568) dropped by more than 4%, while Wuliangye Yibin Co.Ltd(000858) dropped 3.81%. Kweichow Moutai Co.Ltd(600519) opened lower, once plummeted by more than 5%, and the share price was close to 1600 yuan. Subsequently, as the index warmed up, Kweichow Moutai Co.Ltd(600519) decline narrowed. As of the close, Kweichow Moutai Co.Ltd(600519) fell 1.73% to 1660.8 yuan.
China Securities Co.Ltd(601066) said that the current proportion of Baijiu liquor sales accounted for only about 5% of the industry, with great potential for upgrading, and sustained economic growth will ensure adequate consumption capacity. The short-term epidemic situation intensifies negative emotions, rational thinking, looking for long-term layout opportunities. Some Baijiu valuation has dropped to even lower than the 5 year average valuation level. Under the assumption of neutrality, it has already had 3 years and 1 times space, and has higher certainty.
Huachang Securities pointed out that Baijiu sector outstanding indicators in the first quarter, channel performance is healthy, strong performance support, although the short-term focus of the market is Moutai’s price decline on the demand boom and channel confidence, but the leading line of the long line value space has emerged, Moutai report acceleration, certainty scarcity, product line more abundant, and mutual trust with the capital market to enhance, is the first choice for certainty.
