In the fourth quarter, it plans to sell 4160 tons of direct sales, contributing 11.5 billion yuan in revenue

category:Finance
 In the fourth quarter, it plans to sell 4160 tons of direct sales, contributing 11.5 billion yuan in revenue


The official account of Moutai Guizhou was released on November 20th afternoon. Recently, the company held a forum on direct selling channel traders in 2020, and released the heavy signal of Moutai wine concentration again.

Guizhou Maotai said that as of the end of October, Maotai had cooperated with 68 direct marketing channel operators, including high-quality enterprises in the fields of e-commerce, supermarket, state-owned enterprises, tobacco chain, etc., and preliminary results have been achieved in the flat channel construction. As the double 12 and the peak consumption season of new years day and Spring Festival are approaching, in order to meet the real consumers demand for liquor, Maotai direct sales channels will focus on putting Maotai liquor into the market to stabilize the price and stabilize the market.

What is the concept of 4160 tons? Based on 2124 bottles per ton of Feitian Maotai, the corresponding quantity is 8.8358 million bottles; if the sales plan of Maotai liquor in 2020 announced by Guizhou Maotai in December last year is 34500 tons, the direct sales volume of Guizhou Maotai in the fourth quarter will be 12.06% of the planned volume of the whole year, and the proportion will be even greater in the fourth quarter alone.

On the whole, this year, Guizhou Maotai direct marketing channel presents the characteristics of overall large-scale. According to the data of the third quarter report and by sales channels, the direct sales revenue of Maotai in Guizhou in the first three quarters was 8.433 billion yuan, and the wholesale revenue was 58.713 billion yuan. In terms of quarters, the direct sales revenue of the three quarters were 1.938 billion yuan, 3.215 billion yuan and 3.280 billion yuan respectively. Among them, Guizhou Maotai direct sales increased by 118.6% in the third quarter, and the direct sales proportion (Maotai liquor) reached 15.7%.

On the whole, Guizhou Maotais direct sales revenue accounted for 10% in the half yearly report for the first time, reaching 11.7%. In the first three quarters, the proportion of Guizhou Maotais direct sales revenue in operating revenue increased to 12.12% again.

In the first three quarters, the total operating revenue of Maotai reached 69.574 billion yuan, of which the sales volume of Maotai liquor was 60.145 billion yuan. At the beginning of the year, according to the annual revenue growth target of 10%, the total revenue target of Guizhou Maotai is about 97.7 billion yuan (the total revenue of last year is 88.854 billion yuan).

Direct sales increase profits expected

At present, it has entered the late November, more than half of the fourth quarter. Maotais direct sales volume, in fact, has been clearly reflected in the double 11.

With the increase of direct sales channels, since the second half of 2019, Maotai has become more and more popular among thousands of households. According to the content of the direct selling forum announced in Maotai, Guizhou Province, there are 68 direct selling channels in Maotai, including 35 regional stores. In addition, China Railway Chengdu Bureau Group will also establish offline physical stores such as Maotai culture appreciation hall in the high-speed railway station.

As of the end of October, Maotai has cooperated with 68 direct marketing channel operators, including high-quality enterprises in the fields of e-commerce, supermarket, state-owned enterprises, tobacco chain, etc., and preliminary results have been achieved in the flat channel construction.

In the past, the double 11 campaign has turned Maotai into a nationwide carnival. Did you grab Maotai today? Become the recent greetings of wine lovers. There are also professionals in the recent Maotai large-scale situation, specially sorted out 1499 yuan to buy Maotai strategy.

According to the relevant industry sources, during the double 11, domestic e-commerce platforms were all in large volume, including 88888 bottles of tmall, 60000 bottles of Suning e-commerce, 10000 bottles of Netease, 30 tons of millet products and 100 tons of Gome online. Moreover, according to the reflection of friends around the reporter recently, the channel of Shangchao is also expanding, and it is easier to grab Maotai than before.

As we all know, direct selling is also considered to have the effect of raising prices in disguise, which has an obvious effect on increasing Maotais profits. The reporter of stock times u00b7 e company followed up and interviewed Maotai, and learned from relevant insiders that the factory price of most direct sales channels in Guizhou Maotai was 1299 yuan / bottle, and in the middle of this year, it was also reported that the factory price of new direct sales channels had risen to 1399 yuan / bottle. The price of Maotai is obviously higher than that of any bottle at the beginning of 2018.

Guizhou Maotais increase in the proportion of direct sales has also been concerned by the major securities analysis institutions, which have taken the increase in the proportion of direct sales as an important point in the recent research report of Guizhou Maotai.

Direct sales channel optimization and promotion year

Guizhou Maotai pointed out that 2021 is the year of optimization and promotion of direct marketing channel operators. Maotai direct sales will optimize marketing layout, strengthen channel management, focus on aggregation marketing, promote cultural Maotai and improve service quality. Maotai made it clear that all channel operators should clear their inventory during important festivals to prevent hoarding of Maotai liquor and increase the price of sales. At the same time, it should optimize the quality of channel operators, vigorously support the high-quality channel operators who stress rules, integrity and service, and will further optimize and adjust the channel providers that do not match the development of direct marketing channels. Maotai will deeply cultivate the market, extend the breadth and depth of channels, and improve the market coverage and penetration of direct marketing channels. For the next period of time, Maotai requires the channel operators to formulate a reasonable sales plan and carry out the sales of Maotai liquor in strict accordance with the plan, so as to ensure that all Maotai liquor is put into the market before the new years day. There are also some problems in direct marketing channel operators, such as unscientific sales system, inadequate supervision and control, imperfect emergency plans, and insufficient display of aggregation effect, which affect the last mile of serving consumers and the purchasing experience of consumers Gaoshan, deputy general manager of Maotai Group, also pointed out the problems existing in the direct marketing channels of Maotai Group, and required them to combine the characteristics of different channel operators to achieve accurate delivery. Channel operators should achieve accurate sales and form a linkage effect, so as to truly let more consumers have the opportunity to buy and drink Maotai liquor. Source: Securities Times Author: Wang Jiming, editor in charge: Wang Xiaowu_ NF

Guizhou Maotai pointed out that 2021 is the year of optimization and promotion of direct marketing channel operators. Maotai direct sales will optimize marketing layout, strengthen channel management, focus on aggregation marketing, promote cultural Maotai and improve service quality. Maotai made it clear that all channel operators should clear their inventory during important festivals to prevent hoarding of Maotai liquor and increase the price of sales. At the same time, it should optimize the quality of channel operators, vigorously support the high-quality channel operators who stress rules, integrity and service, and will further optimize and adjust the channel providers that do not match the development of direct marketing channels. Maotai will deeply cultivate the market, extend the breadth and depth of channels, and improve the market coverage and penetration of direct marketing channels.

There are also some problems in direct marketing channel operators, such as unscientific sales system, inadequate supervision and control, imperfect emergency plans, and insufficient display of aggregation effect, which affect the last mile of serving consumers and the purchasing experience of consumers Gaoshan, deputy general manager of Maotai Group, also pointed out the problems existing in the direct marketing channels of Maotai Group, and required them to combine the characteristics of different channel operators to achieve accurate delivery. Channel operators should achieve accurate sales and form a linkage effect, so as to truly let more consumers have the opportunity to buy and drink Maotai liquor.