“Click to buy, it shows that there is no goods at all. Is it so difficult to grab on the first day of online?” “Wow, actually launched the small capacity version of” Feitian “, which can be purchased through official channels in the future. It’s very reassuring that it can at least be determined to be genuine”
On May 19, the “I Maotai” app, which has been in trial operation for nearly 50 days, was officially launched. In addition to the four products launched during the trial operation, 100ml of 53 degree “Feitian” and 500ml of 43 degree “Feitian” were added on the first day of launch, which made many wine lovers happy and joined the rush buying army one after another.
Xiao Zhuqing, an insider in the industry who witnessed the official launch ceremony of “I Maotai” and chairman of Wuhan Jingkui Technology Co., Ltd., revealed to the reporter of Securities Daily that his greatest feeling is that Kweichow Moutai Co.Ltd(600519) is keeping pace with the times. The launch of “I Maotai” is the full embodiment of fashion Maotai and technology Maotai.
Cai Xuefei, a liquor marketing expert and general manager of Zhiqu consulting who was also on the scene, told the reporter of Securities Daily: “the trial operation stage of ‘I Maotai’ is relatively successful. Although ‘big flying’ has not been launched yet, the number of new products launched by ‘I Maotai’ continues to increase. At present, the products launched cover many subdivided scenes such as wedding banquet, gift, memorial and collection, which is equivalent to expanding the audience of consuming Maotai in disguised form.”
small capacity version “Feitian”
show up in “I Maotai”
According to the “I Maotai” app, on the first day of its official launch, the cloud shopping segment added five products for online sales, namely 100ml of 53 degree Feitian Maotai liquor (399 yuan / bottle), 500ml of 43 degree Feitian Maotai liquor (1099 yuan / bottle), 500ml of 43 Degree Kweichow Moutai Co.Ltd(600519) liquor (wedding banquet red) (1099 yuan / bottle), 500ml of 53 degree Maotai Prince liquor (Golden Prince) (338 yuan / bottle) and 500ml of 53 degree Maotai welcome liquor (purple) (218 yuan / bottle).
It has been nearly 50 days since the trial operation of “I Maotai” on March 31. During the trial operation, 500ml of 53 Degree Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger), 500ml of 53 degree Maotai 1935 and 375ml were put into the platform × Two bottles of 53 Degree Kweichow Moutai Co.Ltd(600519) liquor (year of the tiger), 500ml of 53 Degree Kweichow Moutai Co.Ltd(600519) liquor (treasures) and other four products, and connected to 12 third-party e-commerce platforms to put 500ml of 53 degree Feitian Maotai liquor.
Maotai is selling as well as ever. It is understood that on the first day of online trial operation, the download volume of “I Maotai” topped the list of free downloads in Apple App store, and the number of download users in 19 days has exceeded 10 million.
Kweichow Moutai Co.Ltd(600519) chairman Ding Xiongjun disclosed at the performance briefing of 2021 and the first quarter of 2022 that as of April 28, the total number of registered “I Maotai” app has reached 11.46 million, with a total of 200 million appointments, an average of 7.12 million appointments per day, and a total revenue of 1.188 billion yuan.
Kweichow Moutai Co.Ltd(600519) director and acting general manager Li Jingren said at the performance meeting that “I Maotai” undertakes four missions. First, the disseminator of Maotai culture; Second, the link from products to the whole chain of commodities; Third, the practitioner of digital marketing; Fourth, the collaborators of channels. The company will constantly adjust the product launch strategy after the launch of “I Maotai” to enrich the product launch.
“xiaofeitian” preheating
is intended to raise the price of “flying sky”
“People’s impression of ‘I Maotai’ is not only a window for brand communication, but also a position for interaction with consumers. Now ‘I Maotai’ has added so many products, or it is further draining offline channels.” Xiao Zhuqing told the reporter of Securities Daily that these products also marked which stores are Maotai authorized distribution stores, which can prevent consumers from buying fake Maotai. “You know, most of the goods purchased on ‘I Maotai’ need to be picked up in offline stores.”.
However, when the reporter of Securities Daily experienced the “I Maotai” app according to the process, he found that it was not easy to buy Maotai. After the reporter clicked on the products to be purchased, successively carried out real name authentication and added personal receiving address, the latest online products showed that “there are no saleable stores near the current address”.
“This may be because there is no inventory, or it may be because of epidemic factors.” When the reporter called the public hotline for consultation, the relevant staff told the reporter of Securities Daily.
“At present, you need to pick up the goods from offline stores when you buy 500ml of 43 degree Feitian Maotai, 100ml of 53 degree Feitian Maotai and 500ml of 43 degree Maotai wedding banquet. You can pick up the goods when you buy golden Prince and purple welcome, or you can mail them.” The staff member also revealed that “these new wines added on the first day of the launch will be released from time to time, and the amount will be mainly displayed on the app.”
In the view of insiders, “I Maotai” launched 100ml Feitian Maotai and other small packaging products, or paved the way for the further price increase of 500ml 53 degree Feitian Maotai.
In Xiao Zhuqing’s view, “the price increase of Feitian Maotai needs wisdom. 100ml Feitian Maotai is only available online, which is not only a price test for the ‘I Maotai’ e-commerce platform, but also a test for consumers’ acceptance, future brand promotion and sales strategy, but also a test for the further price increase of 500ml Feitian Maotai.”
Cai Xuefei believes that after the official launch of “I Maotai”, the direct marketing channel reform of Kweichow Moutai Co.Ltd(600519) has taken an important step. On the one hand, through “I Maotai”, a sales channel of Maotai directly facing the C-end can be established; On the other hand, “I Maotai” is also of positive significance to the subsequent listing of new Maotai products, improving market dominance, enhancing profitability and strengthening price control.
