When the year is over, every family starts visiting relatives and friends, and as a regular gift, Baijiu enters the peak season of selling.
On January 25, the reporter of Beijing business daily visited Shangchao and Yantian Hotel and learned that the price of Feitian Maotai is relatively stable recently. The terminal price of 53 degree Feitian Maotai (500ml) in 2021 and 2020 is around 2800 yuan / bottle. you know, on the eve of the Spring Festival in the year of the ox, the price of Feitian Maotai in some areas was even bid up to 3500.
Baijiu marketing expert Jin Yufeng pointed out that Kweichow Moutai Co.Ltd(600519) requires all dealers to inventory 100% cleared before the Spring Festival, which may be the main reason for price stability.
the price is surprisingly stable
Near the Spring Festival, as Baijiu Kweichow Moutai Co.Ltd(600519) , one of the hottest products, flying Moutai, the price is surprisingly stable.
On January 25, the reporter of Beijing business daily combed the terminal price of Feitian Maotai in different years and found that the price of bulk bottles of Feitian Maotai was around 2800 yuan in 2021 and 2020. The price of the original box of Feitian Maotai was slightly higher, but the price fluctuation was not large.
The data shows that the terminal prices of bulk bottles and original boxes of 53 degree flying Maotai (500ml) in 2021 are 2795 yuan / bottle and 3180 yuan / bottle respectively; The terminal prices of bulk bottles and original boxes of 53 degree flying Maotai (500ml) in 2020 are about 2830 yuan / bottle and 3300 yuan / bottle respectively.
On the eve of the Spring Festival this year, the price of Feitian Maotai is stable, which is very different from previous years. it is understood that on the eve of the Spring Festival in 2021, the price of 53 degree flying Maotai terminal once exceeded the 3000 yuan / bottle mark, and even was bid to 3500 yuan / bottle in some areas. Such pre holiday price increases also occurred on the eve of the Spring Festival in 2020.
The reporter of Beijing business daily sent an interview outline to Kweichow Moutai Co.Ltd(600519) relevant people on the relatively stable price of Feitian Maotai before the festival. As of press time, the other party has not responded. However, Kweichow Moutai Co.Ltd(600519) a dealer told reporters that although the price of Feitian Maotai has decreased, the inventory has been sold out a few days ago and is currently out of stock.
large scale volume of supermarkets and e-commerce
Insiders told the Beijing Business Daily that to a certain extent, increasing the amount of market investment can stabilize the market price of Feitian Maotai terminal in a certain stage. On the eve of the Spring Festival in the year of the tiger, the price of Feitian Maotai is relatively stable, behind this phenomenon is that a large number of major platforms based on business supermarkets and e-commerce have launched Feitian Maotai at the original price.
It is understood that many online and offline platforms such as tmall supermarket, JD supermarket, Suning.Com Co.Ltd(002024) , Wumart supermarket multipoint client and Carrefour supermarket have launched the activity of snapping up the original price of Feitian Maotai, and even some platforms have been active for more than half a month.
Among them, tmall platform has more volume than other platforms. On January 10, the first day of the original price purchase of Feitian Maotai, tmall supermarket put 50000 bottles of Maotai on the market, including the original price of products of different specifications such as Feitian Maotai and zodiac Maotai. In the following activity time, tmall supermarket will put the original price of Maotai at about 1000 bottles a day.
Shen Meng, executive director of Xiangsong capital, further pointed out that during the Spring Festival this year, due to the suggestions issued by many places in China to celebrate the new year on the spot and reduce gatherings, the demand for drinks has significantly contracted compared with previous years, which has further affected the terminal price of Feitian Maotai.
price control “combination fist” works
the stability of Maotai terminal price is related to the “combination fist” price control after Ding Xiongjun, chairman of Kweichow Moutai Co.Ltd(600519) took office.
After Ding Xiongjun took office, the original price of Feitian Maotai was put on the market on a large scale during the Mid Autumn Festival and the national day, the Housing wine purchase activity of Maotai international hotel was cancelled, and the “unpacking order” was completely cancelled. A series of measures quickly knocked down the terminal market price of Feitian Maotai.
Among them, at the end of 2021, Kweichow Moutai Co.Ltd(600519) announced the complete cancellation of the “unpacking order” – that is, the policy that Feitian Maotai must be unpacked for sale, which helped to control the terminal price of Feitian Maotai. Due to the cancellation of the “unpacking order”, the rise in terminal prices caused by the difficulty of buying the original box of Feitian Maotai has been alleviated to a certain extent, and the terminal prices of the original box of Feitian Maotai have broken the continuous rise and showed a downward trend.
According to the data of Maotai price quotation network, since the Mid Autumn Festival in 2021, the terminal market price of 53 degree flying Maotai (500ml) in 2021 and 2020 has not soared to 3000 yuan / bottle. Compared with the record breaking price of Feitian Maotai terminal again and again in previous years, the terminal price has been better controlled in recent months.
According to incomplete statistics by the reporter of Beijing business daily, since September 1, 2021, the terminal price of 53 degree flying Maotai (500ml) of bulk bottles has decreased by 170 yuan and 160 yuan respectively in 2021 and 2020, with a decrease of 5% – 6%. In 2020, the terminal price of 53 degree old box in feitianmaotai (500ml) will be reduced by 540 yuan, down by 14%.
Insiders pointed out that the best market place for Maotai liquor is to be drunk by consumers, not hyped due to financial attributes. the financial attribute of Feitian Maotai will gradually decline with the excess stock, which is determined by the basic characteristics of the market with the relationship between supply and demand as the underlying logic. With the large-scale volume of business supermarkets, e-commerce and other platforms, the price of Feitian Maotai terminal tends to be stable, and there are traces to follow.
