On March 31, the much-watched “i Maotai” e-commerce sales platform was officially launched. The Red Star Capital Bureau found that although the platform has not launched Feitian Moutai for the time being, consumers are still enthusiastic. According to the official data released by Moutai, more than 2.29 million people and 6.22 million people participated in the subscription subscription from 9:00 to 10:00 on March 31.
At 9:00 a.m. on March 31, the reporter opened the “i Maotai” subscription subscription and found that the winning rate was very low. Taking a 53-degree 375ml×2 Kweichow Moutai (Renyin Year of the Tiger) purchased by the reporter as an example, in less than 5 minutes, the winning rate of a store in Chengdu has reached “4:10,000+”. In other words, the store only put 4 bottles of wine on that day, and more than 10,000 people chose this store to purchase.
A consumer in Shandong Province also lamented: “Although Feitian Moutai is not available on the platform, it is still difficult to snap up Moutai series.” A screenshot sent by the consumer shows that the winning rate of Moutai series in a store is “4:30,000+”. “There are more than 30,000 people who have subscribed for just 4 bottles of wine.” The consumer said that although the final subscription result will be announced at night, he has lost confidence, “Maybe I have been lonely again.”
In addition, a screenshot sent by a consumer in Zhengzhou to the reporter shows that more than 50,000 people in a store in Zhengzhou snapped up 4 bottles of Maotai series wine, and the winning rate was as low as “4:50,000+”.
Not only ordinary consumers but also scalpers are vying for the Moutai series of wines on “i Moutai”. Some scalpers said that the current Maotai series of wines on the platform are the official guide prices. No matter which wine is snapped up, you can make money by selling it.
The reporter learned that in order to improve the success rate of snapping purchases, scalpers copied multiple “i Maotai” APPs on the same mobile phone, and registered and purchased with different ID numbers. Regarding how to pass the “face recognition” required for payment, the above scalper said, “I definitely have my own way.”
After consulting the current recycling price, the reporter found that the official guide price of Maotai 1935 is 1188 yuan/bottle, the recycling price is 1500 yuan/bottle, and the reselling profit is 312 yuan/bottle; the official guide price of Maotai treasures is 4599 yuan/bottle, the recycling price 4950 yuan/bottle, the reselling profit is 351 yuan/bottle; the official price of Kweichow Moutai (Year of the Tiger) 500ml is 2499 yuan/bottle, the recycling price is 4700 yuan/bottle, and the reselling profit is 2201 yuan/bottle; Kweichow Moutai (Tiger Year) The official price of 375ml is 3599 yuan/bottle, the recycling price is 5800 yuan/bottle, and the reselling profit is 2201 yuan/bottle.
The reporter noticed that the e-commerce platform launched this time must choose a store when purchasing, and the volume is very small. This is somewhat unacceptable to some consumers.
Liang Ruian, general manager of Shanghai Dejun Asset Management Center and a well-known private equity tycoon, posted on his personal social platform that the number of subscriptions available is pitifully small. “If that’s the case, it’s better not to do it.”
Ouyang Qianli, a researcher in the beverage industry, pointed out that the original intention of launching the e-commerce platform is naturally to curb the hype and rationalize the trading of Maotai. However, due to the “interest difference” between the direct selling price and the actual transaction price, it will stimulate the buying enthusiasm of scalpers and the public, thus presenting an atmosphere of boosting speculation.
Previously, the Red Star Capital Bureau reported that some industry insiders pointed out that the launch of a new sales platform may impact the interests of dealers.
If Moutai spreads its products on e-commerce and other channels, it will inevitably lead to a large number of cheap Moutai wines flowing into the market, disrupting the sales methods of dealers for many years. This may be one of the reasons why “i Maotai” did not ship in large quantities on the first day of its launch.
Chengdu Business Daily-Red Star News reporter Yu Yao Li ChenReturn to Sohu, see more
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