The largest ever affordable Flying Maotai release season, want to grab a bottle of official guide price of 1499 yuan 53 degrees Flying Maotai, is still not an easy task. Tmall, Jingdong, Suning Tesco once to the affordable Maotai purchase time, basically “second light”, the difficulty factor and the Spring Festival to grab a train ticket to have a fight.
Want to grab Maotai through other channels is not so easy. Not long ago, Zunyi Maotai Airport released an article on the activities of December can buy affordable Maotai instantly screen – in order to buy Maotai, you have to buy a plane ticket first; and Maotai International Hotel should be the only hotel in the world that does not worry about occupancy, this hotel located in the town of Guizhou Maotai, because you can buy affordable Maotai, the next six months in The rooms on Ctrip have all been booked out.
It can be said that where there is affordable Maotai for sale, where there are people who grab Maotai. Behind their sniffing, there is a huge chain of interests, and everyone involved in the circulation of Maotai can get a share of the pie. After layers and layers, consumers want to drink flying Maotai, pay the price is about 3,000 yuan per bottle.
How difficult is it to buy affordable Maotai?
In order to grab affordable Maotai in the e-commerce platform, Qian Qiang’s phone set a lot of alarms, 9:30 Suning Tesco, 10:00 Jingdong, 12:00 Tmall, 15:00 Xiaomi Youpin …… every time a rush to buy the time, he opened the page two minutes in advance, over and over again to repeat the operation of adding to the shopping cart, settlement payment, but none of the success, the system one second also shows crowded, the next second is insufficient inventory has been.
Since December 9, after learning that Tmall will put a large number of affordable Maotai, Qian Qiang has become a part of the army to grab Maotai. He believes he used to be able to grab the Spring Festival train tickets, and now he should also be able to grab affordable Flying Maotai, after all, Tmall, Jingdong, Suning Tesco’s placement are not low, adding up to more than 1.5 million bottles.
But after six consecutive days of grabbing, Qian Qiang’s self-confidence was crushed to pieces. Others told him he could go to the store to try, he ran through all the surrounding Moutai specialized stores, or returned empty-handed. “Although I arrived as soon as they opened for business, the clerks said that the affordable Maotai was out of stock. One clerk said to me that the entire offline stores in Beijing do not have affordable Maotai.”
AI Finance visited a number of Maotai specialty stores in Beijing and got the same results as Qian Qiang, although those stores had full cases of Flying Maotai, none of them were willing to sell out at the price of 1,499 yuan.
Ask Maotai first-class dealers have no flat-rate Maotai, the conclusion is the same, no goods. A first-tier city of Maotai primary dealers confessed, “Our December goods have not been issued, the specific time when to send still waiting for the distillery’s notice.”
Recently, Maotai Group Party Secretary, Chairman Gao Weidong has repeatedly said that to do a good job of “price control and stabilization of the market”, to come up with effective measures so that consumers can drink the real affordable Maotai. To this end, Maotai increased the proportion of direct sales channels in the fourth quarter, of which a total of 4,160 tons of Flying Maotai, according to 1 ton is equal to about 2,124 bottles, about 8.83 million bottles of affordable Maotai into the market, accounting for one-eighth of its annual plan, which is 1.57 times the amount of its annual launch last year. However, there are still not a few like Qian Qiang who returned in defeat.
This is because the market demand far exceeds the amount of placement. Take the e-commerce platform as an example, AI Financial News Agency found that the cumulative volume of Suning and Jingdong in December was 500,000 bottles and 600,000 bottles respectively, and the average daily release was less than 30,000 bottles from the 10th. However, on December 16 alone, there were more than 650,000 people on Suning’s platform and 680,000 on Jingdong’s platform who made reservations to purchase.
These reservations are only available by paying to become a member. Even the total release of December only 15,000 bottles of Netease, there are still tens of thousands of people grabbing every day, provided that they have spent 129 yuan to become members. And when Gome electronics business in November to engage in members without threshold to grab Maotai, the day directly led to the App crash.
In some super channels, it costs several thousand dollars in real money to qualify for the rush. For example, the material beauty needs to spend three months in advance, and the accumulated amount of more than 3,000 yuan, in order to be able to grab the flying Maotai at par; RT-Mart set up the threshold is to spend a full 2,000 yuan.
It is understood that e-commerce, supermarkets and other direct sales channels from the Maotai distillery pickup price is generally 1299 yuan to 1399 yuan, a lot higher than the Maotai to the first-class dealers supply price of 969 yuan. Although the profit margin left to these channels is only one or two hundred yuan, but they find ways to also get Maotai’s direct sales qualifications, because Maotai is an unavailable diversion tool.
According to several retail channel merchants, the rules for grabbing Maotai are set to be complicated and set certain purchase thresholds, the fundamental purpose is to turn away people who speculate in Maotai, so that people who really want to drink Maotai can buy it at affordable prices. But the reality is that people who speculate in Maotai still have a way to grab it, while those who drink Maotai give up because the rules are too complicated.
“Did you grab Maotai today?” This is the greeting of many consumers meeting recently. The answer from most people is: “Didn’t grab it, only heard about it, never seen it.”
“It has been a long time since I drank Maotai wine.” A number of corporate executives told AI Finance that they have not been drinking Maotai in recent times, one because they could not grab it and did not have the energy to do so; secondly, because it is difficult to judge the authenticity of the flying Maotai on the market, they dare not buy it and eventually had to give up drinking Maotai.
Who are you grabbing Maotai with in the end?
After grabbing Maotai on the microblogging hot search list, some people sent out the sentiment: “Who are we really grabbing Maotai with?” A netizen posted a video response, in which there were six cell phones, each of which was automatically grabbing Maotai, and all of them succeeded.
AI financial news agency asked a number of wine merchants, recently did not grab Maotai money, the answer was negative. Some wine merchants clearly said that they did not organize people to grab Maotai. “It is difficult to grab by hand alone, not only to fight hand speed, but also to fight luck, most people can not grab. Grab a lot of will play cell phones, will play the computer, and rely on external hangers.”
Behind the e-commerce platform affordable Maotai seconds light, has formed a complete set of industrial chain, someone specializing in the application of various technical means such as hang-ups, scripts, monitoring, etc., in the first time to grab the flying Maotai, which is essentially the same as the Spring Festival to grab train tickets. This group of people is called the “scalper party”, they are not consumers of Maotai, just salivating at the huge profit space.
In the whole chain of interests linked to grab Maotai, “scalper party” belongs to the middle layer; by selling a variety of snatching strategy, snatching software to make money belongs to the bottom layer; further up is the wine merchants, they smashed into real money, rely on the volume of money. It can be said that each person involved in the circulation of Flying Maotai link, can get a share of the pie, layer by layer, and ultimately all by the consumer to pay.
Flying Maotai from the distillery, the first link is the direct sales channel or a distributor, they are the first barrier to the final circulation of Maotai to the hands of consumers. At present, direct sales channels are selling at 1499 yuan, not adding their membership income to deter scalpers and set thresholds, etc., the profit margin per bottle is one or two hundred yuan, the specific take price depends on the negotiations and bargaining power of the various e-commerce, super.
According to the current Tmall, Jingdong, Suning announced the amount of placement, December light sales of Maotai itself, it will be able to bring at least 0.4 billion yuan to 0.8 billion yuan, 0.6 billion yuan to 0.12 billion yuan, 0.79 billion yuan to 0.158 billion yuan of profit to the three respectively.
After arriving at the direct sales channel, who can grab the Flying Maotai by itself each show their own skills. Some people are using the convenience of work, such as familiar with the platform rules of Jingdong, Tmall, Suning, know the specific scale of release; some people are looking for hangers-on; some people are mobilizing all the relatives and friends around them to engage in human sea tactics; there are people who really fight hand speed ……
After these people grab their own drink, the circulation link of Flying Maotai is terminated. But a large number of people are choosing to continue circulation again – either to give away or sell out at a high price. One consumer told AI Business News that he recently snapped up four bottles of Flying Maotai and sold them all for 2,400 yuan a bottle, making a total of 3,604 yuan.
This kind of people are considered “wool party”, they are all based on luck to make money, grabbed to make a profit, can not grab also no harm. But more are professional “scalper party”, they are scattered around the country, some squatting in Zunyi Maotai airport, see someone carrying Maotai wine out, immediately come forward to ask each other to sell, and then start haggling, to a mutually acceptable price deal; some people guard the network, publish their own acquisition of Maotai information, like a Some people are waiting for their prey to come to their door like a hunter; others upgrade from a wool party to a scalper party and make money by pouring a hand in the middle.
Wu Zun, who is in the management of a large Internet factory, joined the army of Maotai speculation purely by chance. The first is to fight their own hand speed, and then grabbed grabbed addicted, launched around friends and family to grab together. “They do not grab for nothing, grab the words, a bottle I give them plus five or six hundred, to about 2,000 yuan price acquisition, and then I sold to two thousand three hundred and four prices to the second batch business, each bottle to earn a three or four hundred.”
Recently this period, Wu Zun can collect up five or six bottles of Flying Maotai every day, a day to turn hands to earn a small two thousand. He claimed that the income of a month pour Maotai tens of thousands of yuan, more profitable than work.
Release effect is unknown.
The terminal is still three thousand per bottle, the big dealers lay to earn
But compared to the scattered soldiers, cooped up at the top of this food chain or dealers. Compared with direct sales channels, the profit margin of the first-class dealers to much larger, they almost will not be 1499 yuan price to the outside of the sale of Flying Maotai, usually choose to make the money themselves.
The aforementioned Maotai first-class dealers said bluntly, “Flat-rate Maotai is not available, you have to take a loose bottle of Flying Maotai, the minimum pickup price is 2,700 yuan.” According to AI financial news agency, Maotai to many first-class dealers quota is 5 tons (about 100,000 bottles), 10 tons (about 200,000 bottles), such as “big business”. According to the selling price of 2700 yuan, the profit margin of each bottle of Flying Maotai is 1700 yuan, the profit of 5 tons of quota is 0.17 billion yuan, 10 tons will have 0.34 billion yuan.
Becoming a Maotai distributor often means getting a “money printing machine”, which also leads to frequent cases of corruption in Guizhou Maotai. In the past year or so, more than a dozen Maotai executives like Yuan Renguo, Liu Zili, Gao Shouhong, Li Mingcan, etc. have fallen from grace.
Now with the increased internal consolidation of Maotai, it has become increasingly difficult to become a Maotai dealer. Guizhou Maotai financial data show that in the first three quarters of this year, the total number of Maotai dealers is only 2,049, down 342 from last year. Among the existing dealers, only 14 new ones joined, and they were all dealers of series wines.
Wine merchants who do not reach the threshold of dealers are taking advantage of the concentration of flat-priced flying Maotai release to strike. “I recently collected more than a hundred bottles of Flying Maotai.” Wine merchant Gao Sen revealed that he received about 2,300 yuan per bottle and offered about 2,650 yuan, a bottle can earn 300 yuan, a profit of tens of thousands of yuan between the in and out. Another Shijiazhuang wine merchant said that the last few days pour Maotai, each bottle to earn 100 yuan, a total of a few million yuan. In the eyes of these wine merchants, this is still small money.
Gao Sen said that Maotai is too occupied capital, 100 bottles will be more than 200,000 yuan principal, he generally took out three or five hundred thousand yuan speculation Maotai, and then higher will affect the company’s cash flow. “I think Maotai has a profit margin of 5 points can play, on the one hand can bring profits, on the other hand can attract traffic, convenient for me to sell other liquor.”
Compared with Gao Sen, Xi’an wine merchant Lu Wei is much bolder, “this round of release, I received a few hundred bottles, a small profit of several hundred thousand yuan.” After the concentrated release in the e-commerce channel, many people came to his door to sell him the Flying Maotai. His collection price is about 2,400 yuan, and then sold to familiar customers at a price of 2,900 yuan, each bottle can earn about 500 yuan.
Of course, without a little financial strength as well as customer resources, can not earn this money. A wine merchant to AI Financial News Agency calculated an account, if the price of 2,300 yuan to receive 300 bottles of Flying Maotai, the need to occupy the liquidity is 690,000 yuan, if a bottle to earn 300 yuan, the profit is 90,000 yuan, but this is built in the case of all the goods out.
AI Financial News Agency interviewed the group of wine merchants, there are low prices to go in volume. He Jun, who recently received about five thousand bottles of Flying Maotai every day, said he did Maotai mainly in volume, the receipt price on December 15 is 2380 yuan, paid out in advance is 11.9 million yuan, the day these wines will pass through his hands and then sold to other wine merchants, a bottle to earn 10 yuan to 20 yuan, a day can earn 50,000 to 100,000 yuan, “our receipt price and the price of goods out according to The market situation. And how much is received on the number of out, not press, will not be hoarded for sale.”
Although recently there are millions of bottles of Flying Maotai cast into the market, but the price of a batch of Flying Maotai is very stable: December 9 to December 16 period, Flying Maotai original box batch price at about 2830 yuan, bulk bottles at about 2420 yuan. The lowest price was on December 12, when the bulk bottle dropped to 2,330 yuan, but then quickly rose back up.
When asked about the fear of flying Maotai smashed in the hands of all the wine merchants attitude is surprisingly consistent: not. A wine merchant said with certainty, down is fine, big deal to collect themselves for a period of time, will certainly go back up. After all, compared with the market price of Flying Maotai, they hold the Maotai there is still some profit margin.
This time the most tangled ground is small wine merchants and tobacco and wine store owners. “Recently we stopped receiving flying Maotai, because the amount put on the market is too large, I’m afraid of drumming smashing hands.” A small wine merchant cautiously said.
But from the terminal, the relatively cheap Flying Maotai is still a bottle of hard to find. Located in Beijing Chaoyang District, a Maotai store, the normal selling price of Flying Maotai is still firmly parked at 3050 yuan, even if you buy six bottles to send a bottle of wine activity price, but also 2799 yuan a bottle. The clerk arrogantly told customers, “soon to be the holidays, recently many people buy a full case of gifts, no discounts, 3050 a bottle.”
(At the request of the interviewee, the text Qian Qiang, Wu Zun, Gao Sen, Lu Wei, He Jun are pseudonyms)
Recent Comments