At 8:55 a.m. on March 31, Xiao Guo refreshed his mobile phone again and again, waiting for the gray buttons in the “I Maotai” app to light up.
She has already made up her mind for the purchase process many times. Although she knows that “winning the lottery depends on luck”, she still can’t help thinking: what if?
As a result, within 20 minutes after starting the purchase, her regional store has reached the scale of 3000 people pumping 9 bottles. Guo, the “running companion”, brushed his circle of friends and found that it was nothing at all: the launch volume of four groups in a store in Zhengzhou attracted more than 50000 people to apply for purchase!
After the “I Maotai” app topped the free list of Apple App Store in one day, the majority of “Maotai” once again proved their enthusiasm: more than 2.29 million people and 6.22 million people participated in the subscription within an hour from 9:00 to 10:00 on the 31st!
According to the “winning” results announced on the evening of the 31st, Kweichow Moutai Co.Ltd(600519) wine (rare product) is 4599 yuan / bottle, and the final winning rate is 0.25% Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger in renyin) 2499 yuan / bottle, and the final winning rate is 0.41% Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger in renyin) 3599 yuan / box, and the final winning rate is 0.031%; Maotai 1935, 1188 yuan per bottle, the final winning rate was 0.99%.
Screenshot from “I Maotai”
1 hours over 6 million person time subscription
“Have you downloaded it? Have you subscribed? Is it numerator or denominator?” On the first day of the application for the new Maotai e-commerce platform, which has attracted much attention, the greeting content of many small partners has changed.
From 9:00 a.m. to 10:00 a.m. on the 31st, you can make an appointment on the “I Maotai” app to purchase 53 ° 500ml Kweichow Moutai Co.Ltd(600519) liquor (the year of the renyin tiger), 53 ° 500ml Maotai 1935, 53 ° 375ml 2 (the year of the renyin tiger), 53 ° 500ml Kweichow Moutai Co.Ltd(600519) liquor (treasures) and other four products, which are official guide prices of 2499 yuan, 1188 yuan, 3599 yuan and 4599 yuan respectively.
The reporter of China Securities Journal found that on the first day of the launch, Maofen was unprecedentedly enthusiastic. The overall use of “I Maotai” app was smooth, and there was no jam or collapse, but the number of liquor was not large.
According to incomplete statistics, Beijing is divided into 12 districts, with 1-6 stores in each district. The quantity of rare Maotai is about 6 bottles in each store, with a total of more than 100 bottles. The number of people applying for purchase in each store is Shanghai Hajime Advanced Material Technology Co.Ltd(301000) 0. There are a little more humao stores. Each store puts in 9-15 bottles, with a total of about 300 bottles. The number of subscribers in each store is 2 Jiangnan Mould & Plastic Technology Co.Ltd(000700) 0. Overall, the small partners in Haidian District are the most enthusiastic.
Screenshot from “I Maotai”
Some netizens in Zhengzhou said that the reservation quantity of a single product in most stores in Zhengzhou is 6 bottles, and the number of reservation is 10002000 One of the most exaggerated reservation data is the 53 degree 375ml 2 year of the tiger Maotai, because there is only one store in Zhengzhou, and there are only four groups, with more than 50000 reservations!
Screenshot from circle of friends
Kweichow Moutai Co.Ltd(600519) indicates that 9999 bottles of 53 degree 500ml Kweichow Moutai Co.Ltd(600519) wine (year of the tiger in renyin) will be put into use during the trial operation. After the successful purchase of consumers, the platform will use the Internet notary office to notarize and wave numbers, and use the blockchain certificate storage technology to ensure fairness and justice.
dealer: buy is earn
netizen: the winning rate is lower than the new one
In the interview, the reporter learned that in addition to the enthusiastic “Mao powder”, even dealers can’t help downloading apps one after another to fight for luck.
“Buy is earn!” Li Wei (a pseudonym), a large dealer in East China, told reporters that he had downloaded it early in the morning. He just joined the fun and worked hard, “if you win, you can give it to me and I’ll charge a high price!”
Another small and medium-sized dealer Xu Juan (a pseudonym) told reporters that she was ready to grab the colored glaze treasure Maotai, “relatively speaking, this profit space can be a little higher. Now 500ml tiger grass is selling at a small profit, and the goods purchased at 2499 yuan are not much. After selling out her quota, she has to adjust the goods among dealers according to the market situation, and a bottle will make a profit of dozens of yuan.”
Many people make complaints about it: “now we must drink the small drinks to Yaohao!” “Lower than playing new shares”, “you can buy lottery tickets after winning”
Screenshot from Weibo
According to the official statistics of Maotai, more than 2.29 million people and 6.22 million people participated in the purchase within an hour from 9:00 to 10:00 on the 31st. The reporter learned from Kweichow Moutai Co.Ltd(600519) that in addition to some areas in Shanghai, Jilin and other provinces and regions that have not yet opened reservations due to the epidemic, a total of 879 offline stores provide reservation subscription services.
After 18:00 on the 31st, the application results on the first day were released. According to statistics, Kweichow Moutai Co.Ltd(600519) liquor (precious) is 4599 yuan / bottle, with 3526 bottles put in, 1402254 people have applied for it, 3526 people have successfully applied for it, and the winning rate is 0.25% Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger in renyin): 2499 yuan / bottle, 8934 bottles put in, 2205509 people applied for it, 8934 people successfully applied for it, and the winning rate was 0.41% Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger in renyin): 3599 yuan / box, 376 bottles put in, 1225451 people applied for it, 376 people successfully applied for it, and the winning rate was 0.031%; Maotai 1935 had 1188 yuan per bottle, 13492 bottles were put in, 1367000 people applied for, 13492 people successfully applied for, and the winning rate was 0.99%.
expert: the subsequent volume will gradually increase
flying Maotai online is the inevitable result
Cai Xuefei, an analyst at Baijiu industry, told reporters that Moutai lacks online business segments, and the online business platform can solve this problem. As it is a direct marketing platform, Maotai can meet the C-end consumers online, alleviate the shortage of the market and maintain its positive brand reputation with a small batch of rigid demand for Maotai liquor. Due to the direct marketing system of the platform, we can expand the product structure and profits through the online platform, further enhance the profitability of enterprises and obtain new incremental markets.
“Maotai 1935 and tiger Mao, which are now online, have more accurate target consumers and sufficient market supply. I believe that with the normal operation of the whole platform and as the leading product of traffic, the launch of Feitian Maotai is also an inevitable result.” Cai Xuefei said.
Dongxing Securities Corporation Limited(601198) food and beverage chief analyst Meng sishuo told reporters that Maotai’s new e-commerce platform is to go to the middle tier, which is equivalent to changing the previous transaction structure. Wineries directly reach consumers through e-commerce. In this way, the winery can control the price, and the dealers will be a little pessimistic and feel that they may be replaced in the future. However, from the general direction, the market price is mainly determined by supply and demand, and finally depends on the relationship between supply and demand.
“With the export of e-commerce platform, the company is more conducive to management, including price management and sales management. Now Feitian Maotai requires dealers to ship 1499 yuan. According to the current market price of about 2700 yuan, there is still a large profit space in the middle. Maotai has also done a lot of relevant measures to control the price before, which shows its determination to control the price.” Meng sishuo said.
In Meng sishuo’s view, the supply of the new e-commerce platform in the trial operation stage will not be too large. The most extreme assumption is that in the future, Maotai will put the vast majority of the volume on the e-commerce platform, and the volume of dealers will be reduced to a small amount, which will not cause any serious consequences, “This is its new sales channel, which is the same as selling in stores and other e-commerce platforms. Dealers may have many advantages in terms of service and convenience, which will be more convenient for many older people. At present, the platform is in the testing stage, and mainstream products will be put on later.”
