The particularity of Maotai makes the contradiction between supply and demand become very prominent.
文 | Daily Business Selection
The “rich disease” of Moutai: the contradiction between supply and demand is large, and the investment collection is more
High price and limited supply is the most distinctive label for Moutai. Whether it is an online mall or an offline store, the price of Feitian Maotai is more than 1,000 yuan higher than the market guidance price of Maotai Group (1499 yuan). In the view of “Retailers’ Internal References”, there is a long way to go to solve the problem of high price gaps in Moutai.
According to Li Baofang, Chairman of Maotai Liquor Co., Ltd., there are four reasons for the high price of Maotai Liquor – the contradiction between supply and demand is prominent, the investment is caused by the collection, and the sale of the fixed channel is caused by the selection of the sales opportunity. Hard to find. Zhu Danpeng, an analyst with China’s food industry, said that the particularity of Maotai has made the contradiction between supply and demand become very prominent. Distributors, distributors and consumers are all stockpiling, and the whole channel is very crowded. The tight state of the market makes it difficult to release the cheap Moutai.
To control prices, it is necessary to reform the sales channel. In terms of opening up new channels, Moutai introduced China Resources Vanguard, RT-Mart, Wumart and Guizhou local three supermarkets and store service providers, with a total quota of 600 tons of flying Maotai, hoping to bypass the layers of distribution channels and face consumers through retail channels, with a view to calming down Terminal price. In addition, Moutai is also expanding its e-commerce channel, according to July …
Editor’s comment: Maotai’s sales channels are mainly dealers and specialty stores, and the system is huge. This is one of the important reasons for the contradiction between supply and demand of Maotai. It is the most difficult part to change. Yang Yafei, the author of “Retailer’s Internal Reference”, believes that Maotai recently implemented the launch plan and sales results…
This article is from the paid section “Daily Business Featured” – August 13
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