The Mid-Autumn Festival and the National Day "Double Festival" are approaching, which is the peak season for liquor consumption. Now that the "Double Festival" is near, the price of Moutai has started to drop significantly. On September 18, the price of loose bottles of Moutai was 2,950 yuan/bottle, on September 19, it was reduced to 2,920 yuan/bottle, and on September 20, it was reduced to 2,820 yuan/bottle. This situation of not rising but falling is very abnormal compared to the same period in previous years. It is understood that this is mainly due to the high volume of Moutai before the "double festival" and the result of the continuous measures to "stabilize the market and stabilize the price".
In the eyes of observers, while the volume of double festivals increased during the same period, Moutai is continuing to promote marketing innovation in accordance with the actual market, and to guide more people to "open bottle consumption". It is Moutai that "stabilizes the market and stabilizes the price." "An effective attempt at work.
Precise delivery on the eve of the Double Festival makes it easier to buy Moutai
Before the Double Festival every year, consumers and the media pay close attention to the situation of Moutai release. According to a person from Moutai, this year Moutai will continue to concentrate and release Moutai into the terminal market before the Double Festival this year, and this amount has also increased over the same period last year.
has not only increased the delivery volume, Moutai has also strengthened its precision delivery. First, it focuses on ensuring the launch of supermarkets and e-commerce and self-operated channels, and secondly, it also launches in the order of key, medium, and small markets, scientifically co-ordinates business processing and logistics delivery, and prioritizes launching in large and medium-sized key markets such as Beijing and Shanghai.
In addition to Feitian Moutai , Moutai will also increase the introduction of fine wines, zodiac wines, and aged wines on the market.
At 11 o'clock in the morning on September 15th, there were about eight or nine people in the Guiyang self-operated store in Guanshanhu District, Guiyang, waiting to enter the store. A registration desk is set up outside the store. In order to avoid crowds of people, consumers who have made an appointment line up to enter the store to complete the procedures, and each time is limited to one person.
The staff of the self-operated store pointed to a QR code hanging outside the store and indicated that consumers can scan the QR code or search for " Kweichow Moutai Liquor Sales Co., Ltd." on WeChat, and make an appointment for wine purchase through WeChat after paying attention , And select the pickup store and merchandise,After the appointment is successful, it will wait for random review by the system.
After receiving the confirmation information from the reservation system, consumers can hold valid certificates and reservation information, line up to enter the self-operated store to go through the wine purchase procedures, and then wait at home for the Moutai to be mailed to the door.
At 12 o'clock in the morning on September 19, the courier brother was packing Moutai in a self-operated store in Guiyang. According to the staff of the self-operated store, Moutai will be sent by courier every day after completing the purchase procedure on the day, and consumers will soon receive Moutai at home.
It is reported that due to the increase in the volume of delivery, the winning rate of consumers' appointment registration is also much higher than usual.
Strictly guard against "scalpers", e-commerce supermarkets adopt an "appointment + lottery" model
It is reported that the e-commerce supermarkets and national boutique supermarkets that cooperate with Moutai nationwide are at 9 From 17th to 21st, and from September 29th to October 1st, double-festival activities will be carried out, and centralized quantity will be implemented.
A related person in Moutai said that during the double festival, e-commerce channels will maximize the amount of Moutai liquor to be placed before the Mid-Autumn Festival and National Day nodes. While continuing the original snap-up mode, it will mainly put Feitian Moutai liquor, all day long. The Moutai series of wine products will be released from time to time.
At 11 o'clock in the morning on September 15, "Moutai Space-Time" logged into the Gome Really Happy APP. The homepage is the reminder of the "Moutai Double Festival Purchase" event. After entering the page of "Moutai Time and Space" to register as a member, click "Book Now" and fill in personal information, and the appointment will be displayed soon. After the page is refreshed, it will wait for nearly 9 hours to start the grab. In this process, "Moutai Space-Time" did not receive any threshold prompts including consumer points.
Gome Retail The relevant person in charge of the liquor sector said in an interview that the double festival event is still open to members across the country, continuing the previous model, making an appointment before rushing, and buying up to two bottles at a time.
The person in charge introduced that the double festival is coming, and Gome’s policy on Moutai sales has been adjusted. It will release Moutai products to the country every day. At the same time, it will strengthen risk control, unify membership certification standards, and add a manual screening system.Strictly guard against scalpers.
At 4 pm on September 15th, "Moutai Space-Time" logged into the Carrefour Moutai reservation platform and found that it was different from the previous "reservation + panic buying" model. This time, the supermarket reservation adopted the "reservation + lottery" model.
It is reported that in 2021, the supermarket channel has cancelled the linkage between Moutai sales and consumption points and implemented non-discriminatory placement. The sales model of supermarket channel merchants has been adjusted from "reservation + panic buying" to "reservation + lottery" mode. The number of launches is publicized through its own APP, official account, sales outlets, etc., making sales more transparent.
While launching the "reservation + lottery" model, offline channels also launched the "Double Festivals, Same Celebration, Open Bottle Repurchase" campaign for ordinary consumers. "Maotai Time and Space" was seen on the Wumart Supermarket's official account. At the same time as the appointment draw, it also launched an "empty bottle" repurchase activity for 10,000 bottles of Moutai. According to the official official account of Wumart Supermarket, to participate in the empty bottle repurchase activity, you need to hold an order record and a traceable complete empty wine bottle. The order record completion time of the former is stipulated between June 1, 2020 and August 31, 2021, and then The user needs to include the rubber cap, streamer, logistics code, production date, batch and bottle code.
Cheng Wansong, secretary general of Beijing Liquor Circulation Industry Association, said in an interview with the media that the purpose of repurchase of empty bottles is to guide consumers to improve the bottle opening rate of Feitian Moutai. It is reported that this move is not only to encourage consumers to open bottles for consumption and promote the stability of Moutai liquor prices, but also a measure to prevent scalpers.
Pilot "open bottle consumption" to reduce the price driving up of Moutai
Moutai related persons clearly stated that all distributors must complete inventory clearance. Not only the e-commerce supermarkets, but also the social channels and self-operated channels of Moutai will increase the proportion of retail through the "reservation + lottery" approach, in order to achieve "multiple customers and small batches."
It is reported that Moutai will also pilot "open bottle consumption" this year, and try to sell a small amount of Moutai.
On September 15, Shanghai Haoze Trading Co., Ltd. organized the first "open bottle consumption" event in Ruihua Zhangyuan (Ruihua Mansion), a well-known old-fashioned restaurant in Shanghai. According to the relevant person in charge of the company, the top eight consumers who book a private room every day can get a price of 1,499 yuan per bottle.Two bottles of Moutai will be consumed on the spot in the private room, and there is no service fee for the private room. Every week, Shanghai Haoze Trading Co., Ltd. will collect empty bottles once a week.
On the same day, Mr. Gao, who went to Ruihua Mansion for consumption, said that a bottle of Moutai is hard to find. It is very lucky to be able to drink Moutai with friends here today at a reasonable price.
The person in charge of Kweichow Moutai Shanghai province introduced that dealers are encouraged to arrange to enter the company and the community according to the inventory volume. There are two main ways to make appointments: one is appointment + lottery, and the other is to specify the number of appointments every day. .
Mr. Mao, who lives at Lane 1555, Kaixuan North Road, Putuo District, Shanghai, made an appointment for Feitian Moutai at his door on September 16, which made him feel very happy. Mr. Mao hoped that Moutai could organize more similar activities in the future, so that Moutai can enter the lives of more people.
On the same day, at the same time as the "open bottle consumption" activity was carried out in Ruihua Mansion, Shanghai Haoze Trading Co., Ltd. also entered the Huafu Zhangyuan community. Consumers made a lottery after making an appointment for Moutai, and the selected consumers will enjoy the gift Door-to-door service.
Moutai related people said that Moutai encourages distributors to organize "appointment" activities in major communities in accordance with the actual situation of epidemic prevention and control in various regions, and does not sell on-site. Moutai will be delivered to consumers who have successfully made an appointment.
While doing a good job in providing services, Moutai is also strengthening market inspections, setting up inspection teams to conduct inspections and inspections in key provinces and markets, and focus on inspecting distributors in various channels to "stabilize the market during the "Double Festival" period. The implementation of the “price” work, strictly investigates dealers’ violations of contracts such as stockpiling, high-priced sales, and false transactions.
"Seriously hold accountable for those dealers who have been found to have been driving up prices, selling at high prices, hoarding stocks, transferring sales, etc., and implementing the requirements of'stabilizing the market and prices' for false, out-of-shape, or deformed dealers." A related person in Moutai. It is particularly emphasized that dealers who drive up prices and sell at high prices will be held accountable for breach of contract once verified.
Industry insiders said in an interview with the media that in the medium and long term, liquor has relatively strong profitability and still possesses long-term investment value. With the introduction of a series of measures to stabilize the market and price, including marketing innovation and other measures to increase the volume before the "Double Festival" of Moutai, the terminal price of Moutai has begun to fall.
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