The recent market price of Maotai new products, which were once very hot, can be described as “frozen”. With the heat fading, the supply keeping up, the off-season sales after the Spring Festival, and several affordable new products launched by Maotai new e-commerce, the market price of the once “popular fried chicken” fell again and again.
According to market data, 500ml “tiger grass” has fallen for several consecutive days, from 3900 yuan to 3720 yuan per bottle, becoming the “lowest value” in previous Chinese Zodiac wines. The latest market price of rare Maotai is 4750 yuan per bottle, which is close to the guidance price.
A dealer told the China Securities Journal that after the launch of Maotai’s new e-commerce platform, the prices of several wines decreased significantly, and the precious Maotai fell by nearly 1000 yuan. Insiders said that after the launch of Maotai’s new e-commerce platform, it has achieved initial results in “stabilizing supply and controlling price”.
“tiger grass” market price has fallen for many days
rare Maotai fell nearly 1000 yuan
At the beginning of this year, Kweichow Moutai Co.Ltd(600519) launched five new products of the year of the Tiger Chinese Zodiac liquor, among which Maotai liquor of the year of the Tiger Chinese Zodiac attracted the most attention, with an official guide price of 2499 yuan / bottle. At the beginning of listing, “one bottle is hard to find”. When there is no spot on the market, the market price soars all the way. Some merchants even have a price of more than 7000 yuan, and there is still considerable trading volume; The market price of Maotai, a rare product with a guide price of 4599 yuan per bottle, was once fried to 7000 yuan.
Source: e-commerce platform
Baijiu, deep fried chicken with chili pepper, is becoming more and more popular. With the market fever declining, manufacturers constantly peataging, and the Spring Festival after the Spring Festival, the white wine consumption is slow, coupled with Moutai’s new online business platform, “I Moutai”, which has recently been launched on the Internet, including four new products including “tiger grass”, which has made the “red fried chicken” rapidly drop in temperature. “Tiger grass” is the price cut, from 7000 yuan to 3000 yuan.
According to market data, 500ml “tiger grass” has fallen again recently, from 3900 yuan to 3720 yuan per bottle, falling below the previous “cow grass” (3850 yuan), which has become the “lowest value” in previous Chinese Zodiac wines. Treasure Maotai also fell to 4750 yuan per bottle, approaching the guidance price of 4599 yuan.
A dealer told the China Securities Journal that after the launch of Maotai’s new e-commerce platform, the prices of several wines fell significantly. “500ml tiger grass has long been selling at a small profit, and there are not many goods imported at 2499 yuan. After selling out, the dealers adjust the goods according to the market conditions, and a bottle will make a profit of dozens of yuan, or even less. The profit of Maotai, a treasure, was still a little higher, and the market price has fallen by nearly 1000 yuan recently.”
Dealers also changed the painting style of “no goods, wait” at the beginning of the year, and worked hard to promote it in the circle of friends: “the price of the original box of colored glaze treasures is beautiful”, “the price freezing point can be started”, “the preferential price of tiger grass bulk bottle is 3900, first come, first served!”
Source: circle of friends
“I Maotai” has nearly ten million users
dealers also come to “fight for luck”
“Maofen” are fully open, and they have focused on the new e-commerce platform of Maotai – “I Maotai”.
Since the launch of the new e-commerce platform of Maotai “guanxuan”, I Maotai quickly topped the free list of Apple App Store in one day, and more than 2.29 million people and 6.22 million people participated in the purchase within one hour on the first day of March 31. On that day, the winning rate of Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger) was 3599 yuan / box, which was only 0.031%. Among them, more regions set a record of more than 50000 people applying for four groups.
Source: circle of friends
According to media reports, more than 16.64 million people and 45.41 million people participated in the reservation subscription of “I Maotai” in one week, and more than 170000 people succeeded in the reservation subscription. The winning rate is more than 1%. According to official data, as of April 12, the total number of registered users of “I Maotai” exceeded 9 million, with a total of more than 89 million people participating in subscription.
In addition to consumers, many dealers are also involved. “Rush! Buy is earn!” Li Wei (a pseudonym), a large dealer in East China, told reporters that he downloaded “I Maotai” early in the morning and applied for the purchase on time every day. “If you win, you can give it to me and I’ll charge a high price!”
At the same time, many users said that they participated every day, and the result was “running with them”.
Cai Xuefei, an analyst at Baijiu industry, told reporters that the panic buying rate of “I Moutai” was indeed low. In the early stage of platform testing, Moutai was also conservative in order to accumulate experience and explore rules of the game. However, the market attention is too high, resulting in the low winning rate of ordinary consumers.
“At present, about a few tons of ‘I Maotai’ are put in every day. In fact, there are not many. The main reason is that the demand of Maotai consumers is too high, and there are a lot of speculative forces. However, we can not deny that ‘I Maotai’ has improved the relationship between supply and demand and played a stabilizing role in the direct marketing of the whole Maotai and the help to consumers in need.” Cai Xuefei said.
Feitian Maotai price drop leads to chain reaction
In the view of many people in the industry, the rapid decline in the prices of rare Maotai and Chinese Zodiac liquor is related to multiple factors such as the cooling of supply and demand after the Spring Festival, the decline of Feitian Maotai prices and the launch of “I Maotai”.
Cai Xuefei told reporters that the original market price of these wines was higher than the guidance price, because there was a certain amount of speculation. After “I Maotai” was launched, the speculation behavior was greatly limited. With the gradual cooling of the whole Maotai zodiac series products and the gradual balance of market supply and demand, the price drop of zodiac wine and other products is normal, which is also in line with the business policy of Maotai price control.
Ouyang Qianli, a researcher in the liquor industry, believes that the launch of “I Maotai” is only the fuse for the decline in the prices of tiger Maotai, rare Maotai and other products. In essence, it is due to the decline in the prices of Feitian Maotai, which is due to the cooling of supply and demand after the Spring Festival.
Cai Xuefei predicted that Feitian Maotai, which has the highest degree of attention, will not go online until it reaches certain mature conditions after the normal operation of “I Maotai”. “‘I Maotai ‘will certainly become an important online sales platform for Maotai in the future, and shoulder the great responsibility of Maotai to crack down on speculation forces such as offline hoarding and reluctant sales.”
According to Ouyang Qianli’s analysis, nowadays, it is difficult to find a bottle of affordable flying Maotai, and the profit of dealers has not increased, because they are shipped at 1499 yuan per bottle. “It is not excluded that part of the quota of dealers will also be sold through ‘I Maotai’, so as to further stabilize the price of Feitian Maotai.”
