i the rebirth of the e-commerce platform behind Maotai will be a complex interest game
Search I Maotai in the app store, complete the download, and make a purchase reservation after real name registration, which is the basic operation of most consumers facing the online e-commerce platform of Maotai.
but the above operation is still a few steps away from buying Maotai. The answer in the future may be more noteworthy
On March 29, the day after the announcement of official, the "I Maotai" app became the No. 1 app in the free list, with the highest number of downloads and the highest popularity Maotai digital marketing app "I Maotai" will be officially launched on March 31. Consumers can make an appointment to purchase four new products every day however, the platform does not directly sell 500ml Feitian Maotai liquor at present
this is not the first time Maotai has done e-commerce , but the previous reform ended in failure. Under the situation of short supply, the past e-commerce platforms were blocked by scalpers, and the lack of goods became the norm. The platform was in vain, and the road of e-commerce was forced to end. (previously reported: Maotai makes its own e-commerce! Once threw 100 million, but was yellowed by scalpers)
From the perspective of e-commerce, Maotai is facing a historical opportunity to rebuild a new order. Li Baofang and Gao Weidong, the former two chairmen of the board of directors, pushed the reform of the marketing system during their tenure, increased the voice of traditional dealers, increased the proportion of direct sales, increased the investment of supermarkets and e-commerce channels, and self built e-commerce is ready to emerge.
from the perspective of the external environment, although the internal reform continues, the chronic disease is difficult to get rid of Maotai has not been calm in recent years. Under the spotlight of the capital market, the storm of public opinion, the profits of intermediate channels can not be suppressed, the speculation of hot money and scalpers continues despite repeated prohibitions, and hoarding and speculation are prevalent. The more popular Maotai is, the more the problem is magnified.
The difficulty of Maotai is still the difficulty of marketing. The chairman of the board of directors is the bone of the past how to let ordinary consumers buy cheap Maotai liquor is the test faced by Maotai's new e-commerce and Maotai
Some netizens believe that "Maotai is good", while others say that "it is impossible to grab it"
"I Maotai" was brewing for half a year, and the time point at the beginning of preparation almost coincided with Ding Xiongjun's appointment as chairman of Maotai Group. In other words, Ding Xiongjun's reform starting point may be found in "I Maotai".
The trial operation of "I Maotai" knocked down a domino, especially the direct sales of "Pufei", whether it is the problem of online operation time or offline balance is unknown to the outside world, but there are many sales channels, the rules of the game have been changed, and there are great variables
Earlier this month, Maotai disclosed its operating data for the first two months of this year. Different from the previous encouraging disclosure of financial report data, Kweichow Moutai Co.Ltd(600519) 's share price and terminal price both fell, especially after announcing the launch of self built e-commerce app, concerns and panic from all parties surfaced
Some netizens are worried about the situation of "national scalpers"
After years of self built channels, they may not be able to stabilize prices in a short time, making it easy for ordinary consumers to buy Maotai, but they convey a positive signal. For Maotai liquor with high premium, the war between manufacturers and dealers is inevitable. Vigorously curb the speculation and hoarding of liquor funds. It is time to go beyond dealers and face consumers directly.
This "domino" terminal reaches the consumer market directly, and then takes the initiative to reduce the manipulation space of dealers and scalpers in other words, the rebirth of e-commerce platform behind I Maotai will be a complex interest game, which is related to the extension of upstream dominance and the redistribution of downstream circulation interests
