The fourth quarter has always been the peak season for liquor sales. In the fourth quarter of previous years, Maotai liquor Club chose to increase the amount of investment, and the launch was carried out in the direct sales channel. At present, the market is particularly concerned about whether the above 4160 tons of Feitian Maotai liquor will be invested through the joint-stock company or the Maotai Group? If the former is put in, the ex factory price of each bottle is much higher than 969 yuan, which is more conducive to thickening the profits of the joint-stock company.
Looking back on the three quarterly reports released by the joint stock company this year, it is shown that in the first three quarters of this year, the net profit attributable to shareholders of listed companies was 33.827 billion yuan, an increase of 11.07% over the same period of the same year. At that time, the performance caused dissatisfaction in the capital market. The next day after the performance was released (October 26, 2020), the share price fell by 4.22%.
Some private investors told the first finance and economics reporter that the main body of Maotais direct sales business includes group companies and joint-stock companies. Therefore, the 4160 tons of Feitian Maotai liquor should be put into the direct marketing channels of the group and the joint-stock company. This year is the end of the 13th five year plan for Maotai. It may not be necessary for the joint-stock company to rush into performance at this time. It is likely that the joint-stock companies will account for half of the direct sales channels this year, and the actual sales volume of the whole joint-stock company is expected to be only slightly higher than the target sales volume of 34500 tons this year.
According to estimates, the direct sales channel plan accounts for 12% of the companys annual plan, and the large volume helps to achieve the annual goal. In addition, the price contribution brought about by structural adjustment will also be reflected in the fourth quarter. If we assume that 50% of the direct sales in the fourth quarter are sold by joint-stock companies (i.e. Maotai), the proportion of direct sales is expected to increase to 15%. In the future, as the proportion of direct sales continues to increase, the companys performance is expected to achieve steady growth.
In the view of liquor analyst Cai Xuefei, this time Maotai chose to focus on the direct sales channel of Feitian Maotai liquor, or even wanted to further play a role in stabilizing the price, that is, stabilizing the price and stabilizing the market.
However, it remains to be seen whether the increase in the volume of Feitian Maotai liquor in the direct marketing channel can really restrain the stir frying in the terminal market.
Since this year, the phenomenon of scalping and speculation in the market is still prominent. For example, at the end of October this year, when visiting the Maotai international hotel in Maotai Town, Guizhou Province, a reporter from the first finance and Economics Bureau also found that there were many scalpers around the door. According to the latest regulations of Guizhou Hotel, guests can book a bottle of 500ml 53 degree Feitian Maotai in advance with their ID card and room card. Within a week, each person can buy two bottles at the price of 1499 yuan per bottle. Every time they make an appointment to pick up the liquor, the scalpers wait at the door and buy Maotai liquor from the customers. The purchase price of each bottle is 2500 yuan.
At the same time, Gaoshan, member of the Party committee and deputy general manager of Maotai Group, mentioned the current problems of direct marketing channel operators at the above forum. There are still 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
Control the sales rhythm and ensure that the inventory of Maotai liquor in 2020 of all direct sales channels will be cleared before the new years day in 2021. At the above-mentioned Symposium on direct sales channel dealers of Guizhou Maotai liquor in 2020, Maotai required all channel merchants to formulate reasonable sales plans and carry out sales of Maotai liquor in strict accordance with the reported sales plan, so as to ensure that all Maotai liquor is put into the market before the new years day. All channel operators should do a good job of publicity in the double 12 and New Years Day festivals, and make the selling methods and quantity available to the public, so as to solve the problem of where and how consumers buy. A liquor analyst of Shanghai Securities Company told the first finance and economics reporter that the investment of 4160 tons of direct sales channels should be put through the joint-stock company. The overall investment volume of the joint-stock company meets our expectations, and the increase of the proportion of direct sales is conducive to the improvement of performance. According to the data of tracking channel shipment, the monthly delivery volume of the joint-stock company in September and October was far more than 4000 tons, which was divided into three months in the fourth quarter. The quantity put in was far from meeting the market demand. After the first batch price reached 2900 before the Mid Autumn Festival, it dropped slightly. At present, the batch price is stable at around 2830. However, due to the sharp rise in the prices of the zodiac and fine products in recent years, it is mainly in the early stage The volume of the goods decreased.
Control the sales rhythm and ensure that the inventory of Maotai liquor in 2020 of all direct sales channels will be cleared before the new years day in 2021. At the above-mentioned Symposium on direct sales channel dealers of Guizhou Maotai liquor in 2020, Maotai required all channel merchants to formulate reasonable sales plans and carry out sales of Maotai liquor in strict accordance with the reported sales plan, so as to ensure that all Maotai liquor is put into the market before the new years day. All channel operators should do a good job of publicity in the double 12 and New Years Day festivals, and make the selling methods and quantity available to the public, so as to solve the problem of where and how consumers buy.