The official e-commerce platform of Maotai will be launched again. For consumers, the most concerned issue is whether they can buy 1499 yuan/bottle of cheap Tian Fei Moutai after the launch of the new e-commerce platform. The official e-commerce platform of Maotai will be launched again.
The official e-commerce platform of Maotai will be launched again 1. After 8 years, it was suddenly announced to be launched again. Does Kweichow Moutai want to get back online sales autonomy?
Since the above news came out, there have been rumors that "you can buy Maotai series wines by registering on the official e-commerce platform" and "the official e-commerce platform can buy original Maotai 1 188 yuan/bottle". For more details about the new e-commerce platform, I asked relevant people in Kweichow Moutai, and the other party said that it still needs to be officially announced.
Kweichow Moutai once "stumbled" on the self-operated e-commerce platform. According to the national enterprise credit information publicity system, Kweichow Moutai established Maotai e-commerce company in June 20 14 with a registered capital of 1 100 million yuan. However, it didn't take long for Kweichow Moutai's e-commerce platform to go online, and it became a gathering place for scalpers. In addition, since 20 18, the chairman, legal person, vice-chairman and general manager of maotai e-commerce company have been dismissed one after another, and maotai e-commerce company finally came to the same end.
Official website status quo, the original Maotai e-commerce company.
The relocation of official e-commerce is actually within the plan of Ding Xiongjun, Party Secretary and Chairman of Maotai Group. At the market work conference in 2022, he once said that Maotai should practice the "five-in-one marketing law". One of them is to implement digital marketing, speed up the completion of new retail shortcomings, and build a perfect digital marketing platform.
In addition, the official e-commerce of Kweichow Moutai may also have the original intention of independent price control. Although Maotai has taken many measures at the same time, the problem of high terminal price of Maotai is still unavoidable.
According to some dealers and retail stores, the current retail price of 53-degree Tian Fei Maotai (500ml) is around 2930 yuan/bottle, and that of Maotai 1935 is around 1460 yuan/bottle. The suggested retail prices of these two products are 1499 yuan/bottle, 1 188 yuan/bottle respectively, and the terminal prices are 95.46% and 23.9% higher than the suggested retail prices respectively.
Up to now, the official sales channels of Kweichow Moutai mainly include self-operated stores, dealer stores, e-commerce and supermarket channels.
Maotai's self-operated store is directly operated by Kweichow Moutai, and consumers need to make an appointment in the official WeChat account "Kweichow Moutai Sales Co., Ltd.";
Dealer stores are operated by a third-party company authorized by Kweichow Moutai, mainly operating offline;
E-commerce and supermarket channels are essentially dealers, but relatively speaking, they are the easiest channels to reach consumers.
The launch of the official new e-commerce platform will provide consumers with an additional channel to buy genuine original Maotai and avoid being earned by middlemen.
For Maotai to launch its own official e-commerce platform, industry experts expressed optimism.
Cheng, secretary-general of Beijing Liquor Circulation Industry Association, said that Kweichow Moutai cooperated with e-commerce platform and sold it through third-party channels. Self-built e-commerce platform directly operates e-commerce retail. Enterprises have more autonomy, can operate users, interact with users, and can independently extend product lines.
Shen Meng, executive director of chansons Capital, pointed out that Kweichow Moutai belongs to the buyer's market and is in an advantageous position in the game with the e-commerce platform. Establishing an official e-commerce platform can not only standardize the sales order of e-commerce, but also keep the income of e-commerce sales business in the group.
Jin Yufeng, an expert in liquor marketing, believes that after the official e-commerce platform is launched, Kweichow Moutai will have a direct selling platform, brand window and interactive window completely controlled by itself.
While Maotai's official new e-commerce platform is expected, it also raises some concerns, that is, whether the launch of the new e-commerce platform will affect dealers. In this regard, a big businessman in Beijing told me that it does have a certain impact on the price of Moutai, but it has little impact on dealers.
Shen Meng pointed out that no matter through what channels, the position of Moutai itself in the market has not changed. Whether Kweichow Moutai can successfully build an e-commerce platform depends on whether the business strategy is closer to the market and more commercialized.
Whether Kweichow Moutai can achieve a different outcome this time is still unknown.
The official e-commerce platform of Maotai will be launched again. On March 22, some media quoted people familiar with the matter as saying that the development of Maotai's new e-commerce platform has basically completed the preliminary work, and its official new e-commerce platform will be "online at any time".
Relevant persons of Maotai confirmed the above news to Time Finance, and said that they would launch an e-commerce platform in a short time. However, the person said that it is not clear when the platform will go online, how consumers can buy wine and what wines they can buy.
A Maotai dealer who didn't want to be named told Time Finance that Maotai's new e-commerce platform is likely to be launched at the end of the month, but it won't sell cheap Tian Fei Maotai for the time being. The products sold are mainly Zodiac Wine in the Year of the Tiger, Maotai 1935 and rare Maotai.
Investors are very excited, and scalpers are also eager to try.
Maotai's new e-commerce platform has not yet been launched, and the cheers of investors have come.
A Maotai shareholder told Time Finance that the major shareholder of Maotai's new e-commerce platform is Kweichow Moutai, not Maotai Group, with a shareholding ratio of 95%. "The e-commerce platform is set under the joint-stock company, which is definitely good news for minority shareholders. The original Maotai cloud business was mainly controlled by the group, and most of the profits in the retail sector were divided by the group companies, and many corruption problems also appeared. " The Maotai shareholder told Time Finance.
However, the shareholder also believes that if the official price of cheap Tian Fei Maotai is not raised in the short term, selling it through its own e-commerce platform is equivalent to raising the price in disguise.
"Even if Maotai dealers sell Tian Fei Maotai under the guidance of 1499 yuan/bottle, the profit of dealers selling a bottle of wine has exceeded that of 500 yuan, not to mention that Tian Fei Maotai has sold for more than 2,500 yuan/bottle, or even 3,000 yuan/bottle. Without the intermediary of dealers, a large part of the profits will flow into the joint-stock company. " The above Moutai shareholders told Time Finance.
There are also scalpers who show strong interest in Maotai's new e-commerce platform and make a living by snapping up Tian Fei Moutai.
A scalper of Moutai told Time Finance that after the Spring Festival, even though he used a lot of JD.COM and Taobao accounts, Moutai became more and more difficult to grab. If Moutai's new e-commerce platform is launched, the quantity of Moutai will be sufficient, and there will be another channel for purchase.
However, Huang Niu said that it is still unclear whether the new e-commerce platform of Maotai will set a threshold similar to "only members can buy" and "extract by points" like some previous e-commerce and supermarket platforms. "If there is a certain threshold, it should not be easy to grab wine."
For consumers, the most concerned issue is whether they can buy 1499 yuan/bottle of cheap Tian Fei Moutai after the new e-commerce platform of Maotai is launched.
In response to the voting campaign initiated by some media on platforms such as Weibo, some netizens bluntly said: Even if you want to buy Moutai, you may not be able to buy it. You have to ask if you can buy it first, and then ask if you want to buy it.
At present, the overall circulation of cheap Tian Fei Moutai in e-commerce channels is not large. According to statistics, from 2065438 to 2009, Tmall, JD.COM, Suning.cn, Netease, Yahua, RT Mart, Wu Mei and CR Vanguard have reached direct sales cooperation with Kweichow Moutai, with annual supply ranging from tens to hundreds of tons. In contrast, the annual output of Maotai liquor of Maotai Group is more than 50,000 tons.
Time Finance previously reported that although all platforms are "guarding against death", many cheap Tian Fei Moutai wines still fall into the hands of scalpers in Shang Chao and e-commerce channels. During the snap-up activities of Tmall and Suning Tianfei Maotai, some scalpers rented dozens of long-term active Taobao and Suning.cn accounts for a short time, and with the help of snap-up scripts and software, they snapped up Tian Fei Maotai in a centralized and regular manner, but consumers who really needed it could not snap it up.
Becoming a hotbed of corruption, the e-commerce dream came to an abrupt end.
Before the news that Maotai's new e-commerce platform was launched, Maotai's "e-commerce dream" had been suspended for more than two years.
As an important means of Maotai's "price control", Maotai e-commerce with a "golden spoon" was once highly anticipated. 2065438+In June 2004, Kweichow Moutai Group E-commerce Co., Ltd. (hereinafter referred to as "Maotai E-commerce") was established, with Maotai holding 25% of the shares. As the only official e-commerce operator of Maotai Group, Maotai e-commerce includes Maotai Mall and Maotai Shang Yun, as well as official flagship stores of third-party platforms such as Tmall and ICBC Tesco.
20 16 In August, Maotai e-commerce sold 1499 yuan/bottle of cheap Tian Fei Moutai through Maotai Mall, Maotai Micro Mall, Tmall Maotai official flagship store and other channels.
2065438+September 2007, Maotai e-commerce "Maotai Shang Yun" project was fully launched. Maotai requires all specialty stores, special dealers and self-operated companies to sell more than 30% of the Moutai quota through the cloud platform, and all outlets with less than 30% of the transaction volume will be deducted from the Moutai quota in the second year; By 20 18, the proportion of Moutai sold by Shangyun platform must be increased to 40% to improve the transparency of dealers' stable price sales.
However, after Maotai e-commerce, it did not develop according to Maotai's idea. According to Time Finance, Tian Fei Moutai on Maotai merchants is usually sold at the official retail guide price, but it has been sold out for a long time. In addition, due to imperfect management, Maotai cloud merchants have also become a gathering place for scalpers to hoard goods.
The above-mentioned Maotai dealers told Time Finance that because of the big difference between the liquor price on Maotai cloud merchants and the actual terminal transaction price, it was equivalent to taking away 30% to 40% of the dealers' profits, which actually caused some dealers' dissatisfaction at that time. "Many dealers didn't actually sell alcohol on cloud merchants according to official requirements." The Maotai dealer said.
To make matters worse, Maotai e-commerce has even become a hotbed of corruption, frequently exposing irregularities such as suspected interest transfer.
20 18 1 1, Nie Yong, who was in charge of specific transactions of Maotai e-commerce, was removed from the post of chairman, director and legal representative of Maotai e-commerce. 20 19 In May, Nie Yong was arrested by the People's Procuratorate of Wanshan District, tongren city City, Guizhou Province on suspicion of accepting bribes.
Nie Yong is just the tip of the iceberg. 20 19, 1 1, the case of Jing Wong, the head of the original series wine division of Maotai E-commerce, was transferred to the People's Procuratorate of Dejiang County, Tongren City for examination and prosecution; Xiao Huawei, former vice chairman and general manager of Maotai E-commerce Company, was suspected of taking bribes. The investigation by the tongren city Supervisory Committee ended and was transferred to the procuratorate for review and prosecution.
With the fall of the company's executives, the Maotai e-commerce platform was also shut down and dissolved. 20 19 12, Kweichow Moutai announced the dissolution and liquidation of Maotai e-commerce.
"Wine companies build their own e-commerce, which is conducive to the long-term development of enterprises. However, Maotai's e-commerce platform has its particularity. They intend to solve the problem of inefficient traditional sales and promote the flattening of sales channels. " Cai, a wine industry analyst, told me, "But e-commerce companies not only failed to accomplish this task, but also became a dumping channel for scalpers, and at the same time, a lot of corruption was bred internally."
Insist on restarting self-operated e-commerce, and price control is the purpose.
In order to prevent scalpers, middlemen and hot money from speculating and driving up prices, when the channel reform was launched in 20 19, Maotai's "enclosure movement" avoided traditional dealers and has been increasing direct sales in major e-commerce platforms and offline businesses to stabilize the market price bubble.
Why does Maotai insist on restarting its own e-commerce business when the e-commerce platform is huge?
Cai said that compared with the third-party online channels, Maotai's direct e-commerce platform can not only require dealers to sell some products through e-commerce channels, but also effectively control the circulation of goods through online channels to achieve the purpose of stabilizing product prices. It can also effectively adjust the proportion of corresponding products through this commercial channel, which has positive significance and stronger control to meet the needs of some small-batch consumers.
"To a certain extent, this shows Maotai's determination to resolutely control prices, and it can also maintain its corporate image. In the past, cooperation with large e-commerce companies was actually only a supplement to channels. The ultimate key is to return to Maotai's self-operated platform. " Cai said to:
However, from the current point of view, whether it is e-commerce, supermarkets or offline direct stores, the revenue of direct channels accounts for a small proportion of Maotai's total revenue.
According to the financial report data, from 20 18 to 2020, the direct channel income of Maotai was 4.38 billion yuan, 7.25 billion yuan and/kloc-0.32 billion yuan respectively. In the first three quarters of 20021,the direct channel income of Maotai was about1469 million yuan, accounting for 5% of the total revenue respectively.
Cai told Time Finance that judging from the trend of Maotai's production expansion, all the new production capacity in the future may be invested in direct sales channels, which can not only control prices, but also raise prices and improve the profitability of listed companies.
The official e-commerce platform of Maotai will be launched again. The official new e-commerce platform of Kweichow Moutai will be launched in the near future. Once the news was sent out, it quickly became the focus of the industry. Some people close to Kweichow Moutai issued remarks such as "The original price of Maotai1KLOC-0/88 yuan/bottle can be purchased on the official e-commerce platform".
In fact, this is the second time that Maotai has launched its own e-commerce platform. In 20 14, Kweichow Moutai Group E-Commerce Co., Ltd. (hereinafter referred to as "Maotai E-Commerce Company") was established with the contribution of 1 100 million. At that time, in addition to establishing a self-operated e-commerce system, Maotai e-commerce company also opened flagship stores in dozens of third-party e-commerce platforms such as Tmall and Suning, and the prices of products sold were the same as those of self-operated stores.
According to the data, the original intention of Maotai e-commerce company was to transform the traditional sales model with the help of the rapid development trend of e-commerce industry. However, official e-commerce quickly became a gathering place for scalpers to hoard goods.
That's not all. It never rains but it pours. 20 18 nie Yong, chairman, director and legal representative of maotai e-commerce company, was dismissed and arrested by the procuratorate in may 20 19. 20 19 Xiao Hua, former vice chairman and general manager of maotai e-commerce company, was investigated for allegedly taking bribes. 20 19, 1 1, Jing Wong, the head of a series of wineries of maotai e-commerce company, was arrested by the tongren city procuratorate on suspicion of accepting bribes. Executives have fallen, and Maotai e-commerce company has also been dissolved in situ.
Come back, what is Maotai for this time? Some netizens also questioned: "Does Maotai still need to be an e-commerce?"
According to beijing business today reporter today, up to now, the official sales channels of Kweichow Moutai are divided into self-operated stores, dealer stores, e-commerce and supermarket channels. Maotai's self-operated store is directly operated by Kweichow Moutai, and consumers need to make an appointment at the official WeChat account-"Kweichow Moutai Sales Co., Ltd."; Dealer stores are operated by a third-party company authorized by Kweichow Moutai, mainly offline; E-commerce and supermarket channels are essentially dealers, but relatively speaking, they are the easiest channels to reach consumers.
When the official new e-commerce platform of Kweichow Moutai is launched, consumers will be able to buy authentic Moutai on the Internet. The direct selling channels of Kweichow Moutai will be further expanded.
In fact, the re-layout of Kweichow Moutai, which once stumbled on the e-commerce platform, was not a whim, but a long-planned one.
At the Kweichow Moutai 2022 Market Work Conference, Ding Xiongjun once emphasized that Maotai should practice the "Five-in-One Marketing Rule". It is understood that in the "five-in-one marketing law", the second is to carry out digital integration, implement digital marketing law, speed up the completion of new retail shortcomings, build and improve digital marketing platform, and inject new kinetic energy into Maotai marketing. This remark coincides with the establishment of an official new e-commerce platform in Maotai.
Behind the official establishment of e-commerce platform, there is a phenomenon that the terminal price of many Maotai products is much higher than the suggested retail price. On March 23rd, beijing business today Today reporter learned from dealers and retail stores that in 2022, the retail price of 53-degree Tian Fei Maotai (500ml) will be around 2930 yuan/bottle, and the retail price of Maotai 1935 will be around 1460 yuan/bottle. The suggested retail prices of these two products are 1499 yuan/bottle, 1 188 yuan/bottle respectively, and the terminal prices are 95.46% and 23.90% higher than the suggested retail prices respectively.
Shen Meng, executive director of chansons Capital, pointed out that Kweichow Moutai belongs to the buyer's market, so it is in an advantageous position in the game with the e-commerce platform. The establishment of an official e-commerce platform can, on the one hand, standardize the e-commerce sales order, on the other hand, keep the e-commerce sales revenue in the group.
Regarding whether the launch of the new e-commerce platform will affect the dealers, a big businessman in Beijing told the beijing business today reporter today that the launch of the new e-commerce platform may have some impact on the price of Kweichow Moutai products, but it has little impact on the dealers.
Shen Meng pointed out that from the establishment of the e-commerce platform to the re-establishment of the e-commerce platform, the position of Moutai itself in the market has not changed. Whether the e-commerce platform can be successfully built this time depends on whether the business strategy is closer to the market and more commercialized. The gathering of scalpers is a double-edged sword for Kweichow Moutai. On the one hand, the contradiction between supply and demand in sales is becoming more and more obvious, on the other hand, it has also formed a situation of disguised hunger marketing.