Can not afford to buy Maotai shares, can not buy the flying wine
Editor’s note: This article from the WeChat public number “Prisma” (ID: lengjing_qqfinance), author Li Chao, editor Yang Wei.
“Is there a flying maotai?”
“Yes!”
“Is the 1499 Moutai available?”
……
In late July, Beijing’s “sauna days” made people sweat and sweat. The atmosphere in this Maotai store in Beijing’s Fourth Ring Road was instantly solidified. The sales lady who smiled in the first second was quickly turned negative: “There is no spot, please register the queue first, and send it to your phone to get it.”
“How long does it take?”
“I can’t give you the exact time, it’s been a long time since it was sold out.”
“How long does it take to estimate based on your previous queuing experience?”
“I really can’t give you the exact time, you remind me that it’s useless.”
……
The cold spot of the store can’t stop the hot momentum of Maotai. On July 17, Kweichow Moutai (600519.SZ) released the latest semi-annual report for 2019. In the first half of the year, Maotai’s revenue was 41.2 billion yuan, up 16.8% year-on-year, and net profit was 20 billion yuan, up 26.6% year-on-year. The company’s valuation rose from 200 billion to 1.1 trillion.
In the first half of the year, high-end Moutai sales revenue was 34.8 billion yuan, accounting for 85%, and the series wines accounted for only 11%. Behind the hot market speculation, it is the main product of 1499 yuan 53 degrees flying Maotai two years of tightness – the more difficult to see the real face, the market is more and more value. As a result, “hard currency” Moutai changed from consumer goods to investment products, from business topics to social topics, and finding Maotai became a problem for many consumers.
At the shareholders meeting held more than a month ago, when asked about the purchase of Maotai’s boss, Li Baofang, who just took over the chairman’s anniversary, replied that one reason was due to the past sales points and low production. Another reason was Channel control is not strong.
This isIt is impossible to fully explain why Maotai is harder to buy than the Spring Festival train ticket. In the view of securities analysts, the imbalance between supply and demand under the escalation of consumption has led to the scarcity of Maotai; in terms of channels, manufacturers do not ship to allow themselves to sell without wine; more wine merchants say to Prism that Moutai itself is causing The initiator of no wine to buy.
“Pension” found that after the half-month of “seeking the road”, the final harvest of finding Maotai is likely to be “not found.”
“There is no goods in Beijing City
In the eyes of tasting people, Moutai is a wonderful liquid that does not feel uncomfortable even after a hangover. But this summer, looking for Maotai itself is enough to make people scalp numb.
“You are also rummaging through all of Beijing. This is the situation now.” The sale of the little brother Li Chang made the “Pearl” road of “Prisma” into a desperate situation from the beginning.
The Maotai store where Li Chang is located is rooted in an old community base not far from the Third Ring Road in Beijing, mixed in the middle of the dry cleaners and the canteen. Li Chang said that the store has not sold the flying Maotai for about a month, and only the boutiques with more than 3,000 yuan are in stock.
It’s like doing the same dialogue practice for countless times, mentioning the flying Maotai, Li Changyu is fast and self-satisfied: “It’s been out of stock for a long time, now there are more people waiting for the goods, first register and make an appointment, and the phone is on the way. Notice, holding a responsible attitude, can not guarantee when you can get it, depending on when the boss says there is, how many.”
“About a few hundred people are in front of you.” Li Chang said in an understatement.
Li Chang is obviously more patient than the “fair change” of Miss Sihuan. He also reminded Prism that if it was an old customer who had bought something in the store before, he could give priority to it because “the last batch of goods a month ago was sold to old customers.”
“Registration, Waiting for Goods, No Time” – Like the sisters of the Fourth Ring and the younger brother of the Three Rings, this has become the standard process in the channels under the Maotai line visited by Prism. Many specialty stores have said that there is no limit to the number of purchases, because “it is very likely that one bottle can not be bought.”
In another store near the main road, perhaps there was no guest for a long time, and the two sales aunts leaned on the stool to talk about their home. When “Prism” came to the front to ask if there was any goods in the flying Maotai of 1499 yuan, an aunt stood up and “no”.
Auntie said that since last year, the amount of flying Maotai has been very small, and it sells a little bit every month. Basically, it is sold out in one or two days. “Look at luck, you will run into it.” Yes, there is no one that can’t be touched.”
“Would you like to drink the other ones?” Another aunt sat in the chair and raised his torso and persuaded him. She also highly recommended more than 3,000 boutique Maotai to “Prisma”, indicating that it is in stock.
“There is not necessarily the arrival of people’s MaotaiIt is flying, the factory is building a 100 billion project to know, selling high-end wine. “The aunt who recommended the boutique quickly leaned back.
When “Prisma” is indicated as a gift-giving gift, when the non-1499 Feitian Maotai does not buy, the two aunts helplessly point out a “Ming Lu”: “Would you like to look online or go to the direct store to see it? We only have fine wines and series of wines here.”
After one round, many specialty stores operated by dealers have kicked the “ball” to the direct sales stores and new channels directly operated by Moutai.
One-month appointment call
Increase e-commerce and direct sales channels and reduce sales intermediate links, which is becoming a new strategy for Maotai. Not long ago, Guizhou Provincial Tendering Co., Ltd., on behalf of Maotai Liquor Sales Co., Ltd., openly invites domestic integrated e-commerce platforms to increase e-commerce distribution.
Can distant water solve thirst?
On the platform of Tmall and Jiuxian.com, “Prism” found that the 2000-degree 53-degree flying Maotai vintage wine occupied the forefront of the search, while the 1499 yuan flying Maotai was completely missing. On the Jingdong platform, whether it is Jingdong self-operated store or Maotai direct store, there is no ordinary flying option. Only the high-priced vintage collection wine and series wine are available. The 53-degree 1L flying Maotai with a unit price of 5277 yuan can be used in real time or Purchased in the short term. In Maotai Yunshang Sauce, only a series of wines are available for ordering.
In an online store that is stationed in an e-commerce platform, the sales customer service said to the “Prism” that there is no spot for the 1499 yuan flying Maotai. Only when the activity is done, the store will introduce a small amount. The last shipment was in the ” 618″, almost instantaneous seconds, and the next activity time can not be determined.
In view of the “probation” on the Internet to ordinary flying is a small probability event, the customer service recommended 486 yuan 50ml two-bottle small flying sky to “Prism”, which means that if you taste it yourself, you can use this kind of wine to solve the problem first. Compared with the big bottle, the price of the vial is suitable, and the purchaser is mostly a self-drinking customer who cannot buy ordinary flying. But he also admitted that if it is a banquet, the customer is still willing to wait for 500ml ordinary flying.
< Span>Tmall and Jingdong Maotai flagship store, no 1499 yuan flying Maotai options, boutique, vintageAnd series of wines are the main
打In addition to implementing the e-commerce channel as soon as possible, Li Baofang said at the shareholders meeting at the end of May that in order to ease the supply and demand relationship, Maotai’s 2019 direct channel sales will increase from the previous 500 tons. To 1600 tons. Therefore, the Maotai Building, which is a direct flagship store, is the preferred location for many merchants to recommend to Prism.
The most likely place to “find” Maotai is on the first floor of the Maotai Building in the North Third Ring Road. The official website shows that its full name is Beijing Maotai Trade Co., Ltd. Xicheng District North Third Ring Store, the type is old direct store. In the Maotai Building, “Prism” finally saw the true meaning of the flying Maotai.
In the morning of the working day, there are customers in and out of the Maotai Building Direct Store. Since there is only one salesperson, they need to wait in line. After the ID card, name and telephone registration are completed, someone will submit two bottles of 1499 yuan from the small room behind the counter to the customer, provided that the guest has to make an appointment in advance.
The salesperson explained that the current Maotai Building Direct Store has only been displayed, does not accept any offline and online purchases, only the telephone reservation method, the time starts from 9:00 am every Monday to Friday, each person Limit the purchase of two bottles. After the appointment is successful, pick up the goods with your ID card. For the appointment cycle, the sale means “someone has one day, someone is ten days” and then will not answer.
“Prisma” dialed the appointment call provided by the sales on the following day at 9:00 on the following day, and finally understood the meaning of “one day”: at 9:00, the reservation call was always busy; at 12 noon, the call was finally dialed. The other party said that there are only 30 indicators per day. If there is no dialing before 9:40, it basically means that there is no quota on the day.
In the Maotai Building, “Prisma” consulted the “Lucky” flying “Tale” on the day of the call, the answer given by the other party is one month.
“Selling Maotai is better than selling real estate”
“Buy, who told you that you can’t buy it?”
潇哥 is a smoke hotel owner adjacent to a provincial capital city in Beijing. He has been in business for more than 20 years, ranging from 1,000 yuan to Maotai and Wuliangye to dozens of real estate wines (low-end regional brands). Everything is sold. His clients include both business people who are responsible for the reception of large enterprises, and grandfathers who are neighbors.
In the impression of the elder brother, Feitian Maotai has always been a very simple matter to pick up the goods. It is no different from other wines. After the Maotai cloud merchants went online in 2016, they can also get them. However, starting from the end of 2017, the delivery of goods has become difficult. In 2019, the market has become increasingly fierce. But for a smoke hotel owner like him, the source of supply is still not a problem, “just increase the price.”
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