"Shuangjie" Maotai Liquor Put Into Total Or More Than 8000 Tons Of Business, E-Commerce Remain Unchanged

It's another holiday. In order to prevent Feitian Maotai liquor from being fried too high in front of the strong demand, Guizhou Maotai began the routine pre Festival volume action. On September 15, just a week before the Mid Autumn Festival, Wumart supermarket, RT mart, Shanghai Bailian, Xiashang group, Dennis hypermarket and other supermarkets all announced the incremental booking amount, lottery link and delivery method of 53 degree 500ml Feitian Maotai liquor. However, the large-scale comprehensive e-commerce channel, which is also one of the flattened social channels valued by Guizhou Maotai, has not yet released the large-scale information of "Shuangjie" Maotai liquor.

After Ding Xiongjun, chairman of Maotai Group, took office, the 21st century economic reporter sorted out the public information and found that the major supermarkets increased the specific operation process of purchasing Maotai liquor with empty bottles this year. This is another measure to encourage consumption of Maotai by opening bottles after Gao Weidong, former chairman of Maotai Group and former chairman of Guizhou Maotai Group, was opened to sell.

Large volume data + empty bottle repurchase

From the perspective of various social channels of Maotai liquor launch, supermarkets with offline stores and online businesses are more adequate in information disclosure.

At 7:55 a.m. on September 15, the official micro blog of Wumart supermarket launched the headline message of "70000 bottles of Maotai qualification, free of charge of Wuliangye and crab coupon in Mid Autumn Festival". According to the content of the release, 60000 bottles of 1499 yuan 53 degree 500 ml Feitian Maotai liquor will be reserved in two batches: September 15-16 and September 27-28. Consumers in Beijing and Tianjin can use the multi-point app to scan the code and draw lots on September 17-18 and September 29. You can query the winning results on the Maotai pre-sale qualification page before 24:00 on the night of the lottery.

The remaining 10000 bottles of Maotai liquor were used for the re purchase of Maotai empty bottles. The activity is also divided into two groups, each with 5000 bottles. Consumers who meet the purchase time limit of the supermarket can participate in the re purchase with 53 degree 500ml Feitian Maotai liquor traceable complete empty bottle (with cup) and purchase history electronic order. An empty bottle meeting the requirements can obtain the qualification of purchasing one bottle of Maotai liquor, and each person is limited to one bottle.

What is traceability complete bottle? The supermarket prominently announced the model of "order record + empty wine bottle + logistics code + plastic cap / production date / batch / bottle body code", and also announced several stores participating in the re purchase of empty bottles.

From the detailed information released, it can be roughly estimated that Wumart will put in nearly 38 tons of Feitian Maotai Liquor on the eve of the Mid Autumn Festival and national day this year.

Two hours later, the official micro blog of Dennis hypermarket also released a heavy message about the opening of cheap Feitian Maotai Liquor on September 17. From September 17 to September 21, 15555 bottles of Feitian Maotai liquor were put into the store, of which 14555 bottles were purchased by appointment and lottery, and 1000 bottles were used for re purchase of empty bottles.

In addition to announcing the total amount of sales, the Dennis hypermarket is also accurate to 2911 bottles per day, which means that more than 1 ton of Maotai liquor is used to meet the needs of consumers during the festival. The number of empty bottles purchased is 40 bottles per day, and one person can buy 2 bottles at most. The annual purchase volume of Maotai liquor should not exceed 12 bottles.

According to the total amount announced, the "Shuangjie" Feitian Maotai liquor put in by Dennis hypermarket is about 7.32 tons.

Xiashang group is a supermarket which insists on publishing the winning list of Maotai liquor sales every month. From the historical data, Xiamen Xiashang Department Store Group Co., Ltd. will announce the sales plan and winning list of Maotai liquor in a single month at the end of each month or at the beginning of next month.

As early as September 10, Xiashang group announced Maotai Liquor's activities of benefiting people and re purchasing Maotai Liquor on the official micro blog. The online shopping period of the supermarket is from September 11 to September 15. Members who meet the qualification of purchasing Feitian Maotai from February to September this year can participate in the lottery. The lottery date was September 16 and September 29.

Judging from the announced quota of two batches of winning members, a total of 45600. A bottle of 53 degree 500ml Feitian Maotai liquor with a price of 1499 yuan can be purchased by lottery winning members. From September 17 to September 30, Xia Shang Group issued 50 quota every day in Xiamen Xinxin liquor exhibition and sales center, with a total of 700 bottles of Maotai liquor qualification for consumers to purchase with traceable complete empty bottles. Each person with a successful appointment can have one bottle purchase qualification.

It can be calculated that a total of 21 tons of Feitian Maotai liquor will be put into the market during the "double festival" period.

It is worth mentioning that compared with the single month data, Xiashang group held two cheap Feitian Maotai liquor activities in September, which was much stronger than that in other months of this year.

As early as the end of August, Xia Shang Group announced that the number of winning lots in September was 16000, and each person could buy a bottle of Feitian Maotai liquor. On September 2, the company released a list of 6000 members who won the lottery in September but did not have complete information.

If you add the Maotai liquor of the 6000 winners, Xiashang group prepared 52300 bottles of Feitian Maotai liquor in September, which is nearly 25 tons, more than 5 times of the group's reservation quota in August!

In addition, according to the official wechat account of Maojiu express, RT Mart plans to release 80000 bottles of Feitian Maotai and participate in 81 stores. It also purchases Maotai liquor through appointment and lottery. The registration time is from September 11 to September 13, and the winning bid is announced on September 29. RT Mart also launched the re purchase of empty bottles. Shanghai Bailian does not have large-scale, 900 quota draw lots, each person can buy 2 bottles. However, the 21st century economic reporter has not yet obtained relevant information from these two companies.

Comprehensive e-commerce companies that have not announced large-scale plans

Guizhou Maotai powder club, registered by Guizhou xiangmantian liquor industry Co., Ltd., issued a document on September 14 that according to market information, Guizhou Maotai is expected to release more than 7500 tons of Maotai liquor in the "double festival" of this year. In addition, the two new products of Maotai 1935 and Xiangyi Wuzhou Maotai liquor will be put into production totaling over 8000 tons.

This number has not been confirmed by Guizhou Maotai. However, in previous years, from 2018 to 2020, the production of Maotai liquor did not exceed 7000 tons.

Last year, Guizhou Maotai annual report showed that the output of Maotai liquor was 50200 tons, up 0.63% year on year, and the annual sales volume was 34000 tons, a year-on-year decrease of - 0.72%. At the beginning of this year, Guizhou Maotai didn't announce the sales plan of this year as in previous years, but it can be calculated that last year's "double festival" Maotai liquor consumption accounted for about 20% of the annual sales.

Business supermarkets have "streaked" their Maotai liquor. What about the "double festival" plan of another comprehensive e-commerce channel with huge sales volume relying on Guizhou Maotai?

Xiaofeng is a financial officer in Shanghai. She is busy on weekdays. She wants to buy a bottle of Feitian Maotai to give her father a taste. But she complained to the 21st century economic reporter on wechat that she couldn't grab it every day online.

Journalists of the 21st century economic report have also logged on to Jingdong, tmall and other online platforms for regular purchase. But often less than a second, the page has been robbed. Who's diving? Who can seize Maotai with the speed of light?

Early last year, when Gao Weidong was in power, he made it clear that the anti scalper system had been developed to identify and intercept malicious speculators of Feitian Maotai on the Internet.

However, the reporter of 21st century economic report noticed that compared with the total amount of the activities on the same day or the current time, the above-mentioned large-scale comprehensive e-commerce is much more ambiguous.

Take Xiashang group as an example, the department store will publish the list of all winning liquor purchasing member card numbers one by one on the official micro blog every month, and the member list with incomplete information will be registered separately. Each bottle of wine can be seated with the corresponding members and released to the public for supervision.

But so far, none of the national comprehensive e-commerce companies that won the bid of Maotai liquor sales plan announced the member number list of each Maotai liquor purchase. It is worth mentioning that when a large number of consumers scramble for Feitian Maotai liquor online, there is serious information asymmetry. Many e-commerce platforms do not publish the supply of Maotai Liquor on that day and the sales volume after the successful purchase.

As of 6:00 p.m. on September 15, the official micro blog of tmall supermarket has not yet released the relevant information on the launch of "double festival" of Maotai liquor.

According to the liquor price monitoring data released from the Internet by wechat public account "Tianxia Maofen club" (formerly known as "Henan Maofen club"), on September 15, the market price of 53 degree 500ml Feitian Maotai liquor in loose bottles was about 3150 yuan, and that in 2021 was 3850 yuan / bottle. The price of Maotai liquor is still high.

In order to crack down on scalpers and increase the bottle opening rate of Maotai liquor, so as to curb the high price of Maotai liquor, Maotai manufacturers can be said to be digging their brains. After unpacking and selling Maotai liquor to prevent consumers from buying but not drinking, it is another new way to encourage Maotai liquor to return to consumption. However, from the identification of wine bottles to the provision of a complete set of procedures, it is obvious that the latter is more convenient for operation between e-commerce and offline supermarkets.

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