As a matter of fact, the shortage of Feitian Moutai in the national market is normal. According to the public information, the Moutai Direct stores in Beijing market have already completed half of the annual sales plan in May, and the 53 degree Feitian Moutai has been out of stock in June.
To this end, Cai Xuefei, a liquor marketing expert, told the Beijing Business Daily that Maotai liquor has a strong financial attribute, which leads to the loss of market control due to the speculation of middlemen. By increasing the development of direct channel business, Maotai can reduce the level of sales, strengthen the product price and improve the market control, and further improve the enterprise direct business system. At the same time, the direct marketing expansion of Maotai will further shorten the sales chain and improve the monitoring ability of enterprises on product flow.
In order to improve the channel marketing status, Maotai also acts constantly. It is reported that in 2019, Moutai began to expand direct sales channels with the core of business super, e-commerce and group buying customers. At the same time, in January this year, Moutai signed a contract with 19 regional KA store service providers to further expand the sales network of domestic physical stores.
However, whether the direct marketing of Maotai can satisfy the markets thirst remains to be seen. Cai Xuefei said frankly that the direct marketing of Maotai can only alleviate the price depression of Maotai, which is difficult to eradicate the market. However, the rising of Maotais stock price may lead to a negative rebound of public opinion and an increase of business risk. The rapid growth of Maotai stock price does not bring real benefits to consumers, but to some extent, it promotes the atmosphere of speculation, which is not conducive to the long-term price stability of Maotai liquor.
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