Kweichow Moutai (600519, SH) only launched a new series of strategic wines – “Moutai 1935”, which was hyped up to a maximum of 2,000 yuan/bottle as soon as it was launched. Compared with the official suggested retail price of 1,188 yuan/bottle, it has soared by nearly 70%. %, many of the first e-commerce platforms are in the “second light” state.
“The price of Maotai 1935 is really overpriced to 2,000 yuan/bottle. However, the main reason is that there are too few goods and more people trying new things, which has caused the price to soar for a while. After the mass of Maotai 1935 in the future, there is a high probability that the price will increase. It has fallen back.” An investor who has been tracking Maotai for a long time told the “Daily Economic News” reporter.
Behind the hype of Maotai’s 1935 listing, who is “looting”? In this regard, some industry insiders said that there is also a factor that a large number of terminal dealers are out of stock, which leads them to turn to e-commerce platforms to find goods.
Moutai 1935 e-commerce pre-sale in seconds, consumers need to work fast
On the evening of January 18, Maotai 1935, dubbed “the late king of the year”, was officially released. This new series of wines is produced by Kweichow Moutai, and is considered by Ping An Securities Research Report as “a strategic product for Moutai to complete the development goals of the 14th Five-Year Plan”.
Moutai 1935 is regarded as a continuation of Zunyi 1935 in the industry. Zunyi 1935 has been discontinued in 2020. The original price of Zunyi 1935 was about 300 yuan per bottle. After the announcement of the suspension of production, the price once soared to 1,000 yuan.
Before the official release, the shape of Moutai 1935 was actually exposed in September last year. In 1935, when Maotai explained the origin of the name, he said: “In 1935, Maotai’s predecessor burned the house and won the special prize at the material exhibition in the southwestern provinces.”
After removing the word “Zunyi” and adding the name of “Moutai”, and upgrading the packaging, the price of Maotai 1935 is not cheap – the ex-factory price is 798 yuan/bottle, and the retail guide price is 1188 yuan/bottle. The general analysis in the industry said that Maotai launched Maotai 1935 to grab the market at a price of 1,000 yuan.
In fact, in terms of price positioning, Moutai 1935 is the most expensive among the Moutai series currently launched by Kweichow Moutai, and is the two main products of the other two leading wine companies, Wuliangye “Puwu” and Luzhou Laojiao “Guojiao 1573”. “The same price band of thousand yuan. This product was also highly expected by Maotai’s “new coach” Ding Xiongjun, and clearly required Maotai 1935 to become a pillar product among the thousand-yuan products.
After the official release of Moutai 1935, e-commerce platforms such as JD.com and 1919 have officially opened pre-sale at the official suggested price of 1,188 yuan per bottle.
Among them, the panic buying on an e-commerce platform officially opened at 0:00 on the 20th, and more than 420,000 people had made reservations before the panic buying started. The reporter of “Daily Economic News” found that after the e-commerce platform officially started rushing to buy at zero, Maotai 1935 was directly sold in seconds, and ordinary consumers could not buy it at all. At present, the platform has opened pre-sale again.
Image source: Web page screenshot
“Moutai 1935 is a rush to buy, the quantity is limited and it needs to be done quickly, and the goods are sent directly from the manufacturer.” The customer service person of the flagship store of the Maotai Maotai Sauce Liquor in the e-commerce platform told reporters that the specific amount of Moutai 1935 on the e-commerce platform is unknown at present. , did not receive notification, do not know.
“On the 1919 e-commerce platform, it is basically a second light, and it is difficult to grab it.” A person from the 1919 offline store told reporters.
Today (January 20), Kweichow Moutai did not respond to the “Daily Economic News” reporter about the amount of Moutai 1935 on related e-commerce platforms.
Moutai 1935 has been hyped up and the price has doubled
In addition to consumers’ need for “hands-on speed”, the price of Maotai 1935 was even more hyped after the official announcement.
“At present, the adjustment price between dealers is about 1,700 yuan/bottle.” A dealer of Moutai liquor series told the “Daily Economic News” reporter.
If ordinary consumers want to buy Maotai 1935, but do not want to “fight their hands”, they need to pay higher costs. In fact, on some e-commerce platforms, the current highest price of Moutai 1935 is close to 2,000 yuan/bottle, which is nearly 70% higher than the official suggested price of 1,188 yuan/bottle. However, although the price is 2,000 yuan per bottle, it is basically priceless, and its sales volume is only 1 piece (equivalent to 6 bottles).
“The price of close to 2,000 yuan is indeed too much.” An investor who has followed Moutai for a long time told reporters that as a shareholder of Kweichow Moutai, he certainly hopes that Moutai 1935 will become a big single product second only to Moutai, but he believes that it will The price of frying to nearly 2,000 yuan / bottle is too much.
“It’s the Spring Festival, and the market’s consumption of Maotai 1935 is relatively strong. In addition to the lack of supply just after listing, a large amount of investment capital is trying to make short-term profits by hyping Maotai 1935. Under the imbalance of supply and demand, the price continues to rise.” Zhiqu Consulting Cai Xuefei, general manager and liquor industry analyst, believes that as the supply becomes normal after the Spring Festival, the price of Maotai 1935 may drop.
“Now the price of Moutai 1935 is inflated due to the small quantity. If the price is 2,000 yuan per bottle, there is no need to drink Moutai 1935.” said a wine merchant.
At present, the price of two famous wines, Wuliangye and Luzhou Laojiao Guojiao 1573, is only more than 1,000 yuan, and the brand competitiveness of Moutai 1935 is not as good.
“Although Maotai 1935 is a product of Maotai, it is not the main product line and core brand promoted by Maotai, nor is it the main brand of Maotai; while Guojiao 1573 and Wuliangye are well-known and well-known famous liquor brands, the latter is in the foundation of brand power. It is obviously more profound.” Cai Xuefei said.
In addition, before the official announcement of Maotai 1935, the tasting package of Maotai 1935 has entered the market as early as September last year, and the formal products will also enter circulation in early 2022. Before the official release, Maotai 1935 was fired to 1,800 yuan/bottle, and then dropped to around 1,600 yuan/bottle.
Originally, some wine merchants had expected that with the official announcement and release of goods, the price of Maotai 1935 would drop. However, the fact is just the opposite. After the official announcement, the price of Maotai 1935 did not drop but rose, and it was “second light” on the e-commerce platform.
Image source: Photo courtesy of the interviewee
Who is “looting”?
Behind the “second light” explosion of Maotai in 1935, who is “looting”?
In this regard, liquor expert Xiao Zhuqing told the “Daily Economic News” reporter, “At present, Maotai 1935 is only put on channels such as Maotai specialty stores and e-commerce platforms, and the amount is very small, each store only has about 20 boxes. E-commerce The platform may have a little more stock, but the quantity is not large.”
“Some channel terminals can’t get the goods, and it is not ruled out that they will grab the goods through the e-commerce platform.” Xiao Zhuqing also said that the current release of Moutai 1935 is too small, which has also caused the entire market to be very hot.
In fact, not only Moutai 1935, but also the Chinese Zodiac Moutai liquor produced by Kweichow Moutai not long ago, the price has also been hyped up. During the short two-week release period, the market price of 53%vol 500ml Kweichow Moutai (Renyin Tiger Year) has been heated up to about 6,400 yuan/bottle, a premium of over 150% compared to the market guide price of 2,499 yuan/bottle.
As for Moutai’s core product, Feitian Moutai with a market guide price of 1499 yuan/bottle, the current wholesale price of the channel is around 2800 yuan/bottle.
It is worth noting that Maotai 1935’s second light on the e-commerce platform is exactly the same as Feitian Moutai’s “second light” on many e-commerce platforms. At present, on some major e-commerce platforms, there is a rush to buy “affordable” Moutai almost every day.
According to media reports, now not only consumers, but also scalpers and snap-up software are competing on e-commerce platforms, and online snap-up of “affordable” Moutai has become a “gray” industry. Some scalpers provide snatch services at a price of several hundred yuan per bottle, and there are technical teams selling Moutai’s “Seckill” software.
