Online and offline retailers have recently launched the annual goods Festival, which makes the annual flavor stronger. In the morning of January 10, tmall supermarket announced that 50000 bottles of Maotai were put on the shelves on a large scale on the same day, including 53 ° 500ml flying Maotai, Zodiac Maotai and other Kweichow Moutai Co.Ltd(600519) wines and their series of wines of 1499 yuan per bottle. Each person is limited to 2 bottles.
On January 10, the topic of “Feitian Maotai” rushed to the microblog hot search. Some netizens said: “I grabbed it at once”, but most netizens still shouted: “it’s too difficult to grab it.” It is reported that tmall’s volume is the largest during the annual goods Festival and the first volume in 2022. The reporter saw in tmall supermarket that on January 10, tmall supermarket actually sold 33063 bottles of Maotai liquor.
As special purchases for the Spring Festival special purchases for the Spring Festival, the rest of the Baijiu Festival has attracted much attention besides Kweichow Moutai Co.Ltd(600519) . Baijiu Baijiu Festival special purchases for the Spring Festival has quietly been launched on Jingdong platform. Moutai, Wuliangye Yibin Co.Ltd(000858) , Langjiu, Fenjiu and Luzhou Laojiao Co.Ltd(000568) are all kinds of wine.
But special purchases for the Spring Festival special purchases for the Spring Festival are slightly cooler than the Baijiu activity. For example, in the direct stores of Kweichow Moutai Co.Ltd(600519) and some dealers, few consumers go to the stores to buy wine during the Spring Festival. In some large Baijiu special purchases for the Spring Festival, although there are preferential activities for the annual goods, the staff told the Securities Daily reporter: “the recent consumers who buy wine and store goods for the new year have much less than those without epidemic.”
“This year, due to the epidemic and economic reasons, the new year’s market is relatively cold. Except for some famous wines, most of them have a decline in moving sales and a reduction in the willingness of channels to store goods. The peak sales environment for preparing goods for the Spring Festival in previous years has not appeared. It should be said that this year may be the most dull sales season in recent years.” Cai Xuefei, general manager of Zhiqu consulting, admitted to the reporter of Securities Daily.
Special purchases for the Spring Festival Baijiu, a senior researcher at the China Brand Research Institute, said: “because of the declining consumption power, the annual festival may not bring too much stimulation to liquor.”
It is worth mentioning that since December 2021, many Baijiu enterprises have raised their prices ahead of schedule. According to incomplete statistics, over 10 Baijiu enterprises such as Wuliangye Yibin Co.Ltd(000858) , Luzhou Laojiao Co.Ltd(000568) , Anhui Gujing Distillery Company Limited(000596) , Shede Spirits Co.Ltd(600702) and Beijing Shunxin Agriculture Co.Ltd(000860) have announced that some products are rising in price.
Will Baijiu price special purchases for the Spring Festival? Cai Xuefei said: “in addition to Maotai, Wuliangye Yibin Co.Ltd(000858) and other famous wines that are just in need, most liquor enterprises are digesting the market impact after the price rise in the early stage and stabilizing the price of market products. It should be said that the whole situation of famous wines is still benign, but a large number of non famous wines and medium and low-end brand markets are shrinking seriously, and the sales season of the Spring Festival is not very optimistic.”
“The price increase of wine enterprises before the festival is also a means of pressing goods, but I don\’t think the price increase frequency is too high. For example, some wine enterprises are actually full of channel inventory, but they still raise prices many times, so the annual goods festival or the first half of 2022 should be an important node for such wine enterprises to digest inventory.”
(source: Securities Daily)
