So, let JD.COM, Tmall, Suning Shang Yun and other e-commerce platforms, as well as Lianhua, Yonghui and other offline supermarkets uniformly sell the price of 1499.
In the past two years, Maotai Company has been "lowering the price level" on a large scale. In order to suppress the increase of Tian Fei Maotai and the "sky-high price" of Maotai, a large number of "bulk Tian Fei Maotai" were put into the market, and the price of these bulk Tian Fei Maotai was controlled at 1499 yuan.
Therefore, JD.COM dare not sell at a high price. Even if he has a lot of Tian Fei Moutai, he dare not sell it for 2000 yuan, only 1499 yuan.
So, why did Maotai do this?
It is related to the skyrocketing price of Moutai in the past two years.
At that time, before the Mid-Autumn Festival in September, 2065438+2009, the price of Maotai in Tian Fei once exceeded 3,000 yuan, and then dropped slightly in the surprise of public opinion.
At the end of 20 17, when I took Tian Fei maotai, the price of a bottle was only 1800 yuan and 1900 yuan. In less than two years, the price has increased by 50%.
There are many reasons for Maotai's skyrocketing, but due to space limitations, I won't go into details here.
For maotai company, the price increase is not good for it at all, but it has left the people and public opinion with the notoriety of buying Taiwan companies.
In fact, even if Tian Fei Maotai rose to 3,000 yuan a bottle, Maotai Company didn't make any money, because the ex-factory price of Tian Fei Maotai Company was 969 yuan, which has not changed.
When Tian Fei Maotai rose to 2,000 yuan, the ex-factory price of Maotai Company was still 969 yuan. When the price of Fei Maotai rose to 3,000 yuan that day, the ex-factory price of Maotai Company was still 969 yuan, and Maotai Company earned the original profit.
So, who made these huge profits behind the skyrocketing?
Maotai's distributors, retailers, online e-commerce, offline supermarkets and other sales channels.
To some extent, the sales channels of these Moutai wines are also the main drivers of the soaring price of Moutai wines.
Of course, I can't say naked. There is a huge interest chain, a big fat cake, a big gold mine that makes money without losing money.
So the fact is that in recent years, Maotai Company has not benefited from the price increase of Maotai, but has been under the pressure and stigma of public opinion and ordinary people. "Why is the price of Maotai so high? Does Maotai Company make much money? " "Maotai Company is now black-hearted and wants to cut the leeks of ordinary people."
In view of this, from the second half of 20 19, Maotai Company began to put a large number of "bulk flying Maotai with a price of 1499 yuan" on the market.
The first wave is from 20 19 10 to the end of the year.
At that time, before the Mid-Autumn Festival in September, 20 19, the price of Tian Fei Maotai exceeded 3,000 yuan, which shocked the whole society.
Because Maotai is too close to power, in the hearts of ordinary people, sometimes people think that Maotai is selling well and its price is skyrocketing. Is it corrupt again?
In view of this, Li Baofang, the new chairman of Maotai Group, proposed that "Moutai is used for drinking, not for frying" after visiting the Maotai store.
Want to get rid of the pressure of public opinion, or, it is also an explanation to the society.
Therefore, in the whole 20 19 year, Maotai Company launched a large number of Tian Fei Maotai with a price of 1499 yuan in online platforms such as JD.COM and Tmall, as well as offline supermarkets such as Yonghui, Lianhua and Wal-Mart, and each person was restricted to buy 2 bottles to curb the abnormal phenomenon of inflated price of Maotai at that time. At the same time, I also want to try non-dealer channels (get rid of the dealer's control over the price of Maotai).
Maotai company also has relevant instructions here, and I extract them as follows:
"By increasing the sales ratio of non-dealer channels, the ex-factory price has been increased in disguise, and the situation that the terminal price of Tian Fei Maotai is too high has been effectively controlled through accurate delivery in supermarkets and integrated e-commerce."
Therefore, putting Tian Fei Maotai with a price of 1.499 yuan on JD.COM is also a measure of Maotai Company to "lower the price and level the market".
The second wave of "Bulk Flying Maotai" has occurred since the second half of 2020 (202 1 1).
In the first half of 2020, subject to the outbreak of the epidemic, although the price of Moutai was firm, there was also a low callback. However, in the middle of the year, the domestic epidemic situation resumed, and the price of Maotai began to rise, close to the highest point in history.
At this time, in an article on the new media platform of People's Daily in July 2020, it was questioned that "wine is used for drinking, not for frying, and not for rot. Whether it is Kweichow Moutai, Tibetan Cordyceps, Xinjiang Hetian Jade, or other precious specialties, the value of goods should be returned to the market and no longer become a sacrifice of power, which is also the greatest protection for party member cadres. "
Now, the price increase of Maotai has become a storm and has been pushed to the forefront. The price of Maotai has also risen to the political level, making a big noise!
It has become a "non-political" thing to raise the price of Maotai in disguise.
However, Maotai is a state-owned enterprise, a subordinate enterprise of the State-owned Assets Supervision and Administration Commission of Guizhou Province, and a state enterprise, which talks about politics.
Also, the new chairman of Maotai Group has just been promoted from the position of director of communication department. A few months after the new official took office, he encountered such a difficult thing before he took office.
Therefore, starting from the summer of 2020, Maotai Company launched bulk flying Maotai into the domestic market with greater efforts, eager to suppress the price of Maotai, and the scale and quantity of launch far exceeded 20 19.
So you can see that in the second half of 2020 last year, almost everyone was snapping up 1499 yuan of Tian Fei Maotai. Whether you can grab it or not, grab it first.
My students who work in Century Lianhua Supermarket and Wal-Mart Supermarket often complain to me about the "trouble" of selling cheap Maotai.
In order to ensure that these cheap 1499 yuan Feitian Maotai (the same market price is around 2,500 yuan and 2,600 yuan, and the price difference exceeds 1000 yuan) can really "reach" consumers who want to buy and drink (not speculators), not only the real-name ID card registration is introduced, but also the transaction is handed over under the camera, and the purchase process needs video recording.
Maotai company should conduct random inspection at any time. If there is fraud, the quota of Maotai will be reduced and the qualification of agent distribution will be cancelled.
These are all to suppress the price of Maotai, suppress the hype of Maotai, and give an account to the above and the society.
Well, that's all, and finally I'll answer this question. Why didn't JD.COM sell Tian Fei Maotai at a high price?
In fact, JD.COM also wants to sell at a high price!
Who doesn't want to make more money!
The head of the wine department in JD.COM is my friend. He told me that as a business department in JD.COM, the monthly assessment is very high and the pressure is great. JD.COM's top management is forcing the following departments to continuously improve their profitability.
Then, the liquor departments are all the same, making money and trying to make money.
For Moutai, if you can sell it at a high price, you will definitely sell it at a high price. If you want to sell at a high price, you can make more money, keep up with senior leaders, and get more bonuses.
The problem is that Maotai, including Tian Fei Maotai, can't sell at a high price in JD.COM, and they all have to listen to Maotai Company.
In the past two years, these flying Maotai with a price of 1499 yuan were used by Maotai Company to curb the soaring price of Maotai, instead of making the sales channels profitable.
That is to say, Tian Fei Maotai, which sells 1499 in JD.COM, is a big game of Maotai Company, which can't be destroyed by any sales platform, even if it is strong enough to be an e-commerce platform like JD.COM.
If JD.COM violates such regulations, either cancel the quota of Maotai and give a warning first, or cancel the agency qualification of Maotai, and you are not allowed to sell it for several years.
This is absolutely unbearable for JD.COM.