One up and one short, the cooperation of capital market and spot market makes countless manufacturing listed companies sigh inferior.
In fact, 53 degree Feitian Moutai liquor is out of stock all over the country, and many friends around are lamenting that they cant buy Moutai liquor (PUMA). Its a blessing for any enterprise that the business is in short supply. But for Maotai, a bottle of Feitian Moutai liquor was hard to find in the market, which was also the most headache for Maotai executives.
How to stabilize the market price and solve the supply and demand of Maotai has become an urgent problem. This year, there are many moves in Maotai.
Maotai said that from now on, Maotai will successively put Maotai liquor into direct sales channels, complement each other with social and self owned channels, further promote the flat reform of marketing channels, create price benchmarks, enhance market regulation and control capabilities, stabilize prices, solve the problem of difficult to buy liquor and make real consumers buy affordable authentic Maotai.
Maotai introduced that in 2019, Maotai will expand its direct sales channels with business supermarket, e-commerce and group buying customers as the core. At present, the developed customer layout covers the national capital and central cities, and the physical store sales network will connect the whole country to effectively solve the problem of customers difficulty in buying wine and high price of buying wine. From June, we will deliver goods to the channel providers signed today. After receiving the goods, everyone should immediately Start selling. National and regional distributors shall ensure daily availability of goods for sale .
It is understood that in January this year, Maotai contracted 19 regional KA stores service providers. Through this expansion of direct sales channels, the coverage area of Maotai liquor has further expanded to the whole country.
In Maotais view, the company will deepen the reform of marketing system, work together with channel merchants and group buying customers to build, share and win-win, and promote the high-quality development and great progress of Maotai.
Increasing channel direct sales to ensure daily availability is perhaps the best way for Moutai to stabilize the price, but also to alleviate the current market shortage.
Improve the channel structure and expand the consumption circle of Maotai
Can Maotais large-scale increase of direct sales channels stabilize the price and let more people buy Maotai liquor?
To this end, Tieli, an expert in liquor marketing, told the Securities Daily that the strategy of increasing direct sales channels for the public in Maotai is correct, which can improve the channel structure of Maotai, expand the public consumption by selling on the popular platform, and clearly supervise the price through the electronic payment platform.
In Tielis view, an e-commerce platform for liquor like 1919 has been added. Through the e-commerce platform, the consumption group of Maotai liquor can cover domestic and foreign consumers, not only meeting the demand of domestic consumers for Maotai liquor, but also covering foreign consumers.
Maotais strategy is right and its original intention is good. However, after the channel business obtains the sales qualification of Maotai, it has also happened to use Maotai liquor as a gimmick to attract customers. Is Maotai still used as a diversion gimmick in this new Ka channel business?
At that time, after Wumart became a dealer in Maotai, its set purchase threshold was questioned by some consumers. It is understood that Wumei set: Wumei electronic members need to shop at Wumei supermarket at least once a month for 3 consecutive months before pre purchase, and the accumulated paid in amount is more than 2000 yuan, and they can buy 2 bottles of Maotai wine in that month; those who consume more than 3000 yuan in 6 consecutive months can buy 4 bottles, and those who consume more than 5000 yuan can buy 6 bottles.
As soon as this news came out, the outside world questioned constantly, and consumers felt very unhappy about the experience of purchasing Maotai liquor, at the same time, it also affected consumers reputation of Maotai brand.
However, according to the reporter, there is an agreement on integrity and self-discipline in the contract signed this time. It is reported that this integrity and self-discipline agreement is also the first time to be included in the scope of Maotai distillery business contract. Maotai said it would build a Pro Qing relationship with manufacturers, requiring channel operators to abide by rules and regulations and operate in good faith. At the same time, Maotai marketing company will also strengthen communication with the channel providers and provide elaborate services.
According to Zhao Guodong, executive general manager of jiuyijiu liquor Platform Technology Co., Ltd., with the implementation of the strategy of Maotai direct terminal, the flattening development trend of liquor distribution industry will be more rapid, and more people will be able to drink, afford and enjoy Maotai liquor.
In the eyes of the outside world, the 22 new dealers are undoubtedly lucky ones. Getting the tickets of Maotai means that they have found gold. Increase the direct sales channels, whether the mass consumers can buy the satisfactory Maotai liquor or not, there may be some events, but there are all variables, after all, it is Maotai liquor, not others. To this end, a person in charge of Maotai told the Securities Daily that one bottle is hard to find in the market mainly refers to Feitian, and Feitian Maotai is one of many brands in Maotai. There is no Feitian Maotai in the store, there are five star Maotai, boutique Maotai, vintage Maotai and other Maotai. Why do you have to buy 53 degree Feitian Maotai? At the same time, the above-mentioned person in charge of Maotai was confused, and he also pointed out to the point that only when Maotai liquor is drunk can its value be reflected, and there is no point in buying and not drinking. Source: responsible editor of Securities Daily: Wang Wenhua_ NF5982
In the eyes of the outside world, the 22 new dealers are undoubtedly lucky ones. Getting the tickets of Maotai means that they have found gold. Increase the direct sales channels, whether the mass consumers can buy the satisfactory Maotai liquor or not, there may be some events, but there are all variables, after all, it is Maotai liquor, not others.
At the same time, the above-mentioned person in charge of Maotai was confused, and he also pointed out to the point that only when Maotai liquor is drunk can its value be reflected, and there is no point in buying and not drinking.