Not only to fight for financial power, but also to fight quickly
Via finally started to Maotai.
With the approaching of the Spring Festival holiday, the market demand for liquor has generally picked up. High-end wines represented by Maotai have generally risen in the market. In some areas, Maotai Feitian has risen to nearly 3,000 yuan / bottle.
At noon on January 9, the official public account of Wei Ya had previously announced that it would sell 500 bottles of Feitian Maotai during a live broadcast at 7 o’clock that evening. The broadcast started at 7 that night. In the live broadcast room, Wei Ya repeatedly emphasized that this is a loss subsidy to sell Maotai. This is a benefit given by the company. It is to reward fans during the New Year Festival.
After the grab was launched, a bottle of Feitian Moutai, priced at 1499, was spiked by 20 million netizens and sold out instantly, and Weiya herself did not grab it.
In addition to Moutai, Guizhou, Weiya also brought the Guojiao 1573 in Luzhou Laojiao that night. At 9 o’clock last night, Wei Ya performed another live broadcast in the live broadcast room, mainly bringing New Year’s goods and drinks.
The liquor sector was naturally affected by the “net red concept” of A shares, driven by Weiya’s Maotai. It is reported that, in the general market ’s slight decline yesterday, Guizhou Maotai rose slightly by 0.89%, and the liquor index Contrarian trend rose 3.11%, of which Jin Huijiu daily limit. From the market point of view, there are some similarities to the effects of Li Jiaqi’s “golden ham”. After the gold ham was brought by Li Jiaqi, it directly rose to a daily limit.
In general, the stocks of companies that have recently been affected by the “Internet celebrity concept” are not badly up.
But according to common sense, Moutai in Guizhou does not worry about selling, especially during the Spring Festival, offline Moutai can rise to more than 2500 yuan, which is evident from the strong market demand. Therefore, some netizens questioned on Weibo that the flying Moutai in the live broadcast room was sold out not because of Wei Ya’s large traffic and strong credibility, but because of the lower price of Moutai in the live broadcast room and Moutai’s own traffic.
Some investors have also questioned the impact of Weiya’s shipment on Moutai’s stock price. They believe that online red belt shipments will not reverse Moutai’s performance. Moutai’s volume is already large, and revenue and net profit decline are long-term trends. Although the concept of online celebrities carrying goods continues to be hot, this model itself may not have a continuous driving effect on the company’s profit. In the long run, the improvement of Moutai’s performance also requires continuous channel and brand reform.
They think that online celebrities carry goods only through channels to drive down prices. They are not market-oriented marketing methods and are not suitable for long-term operations. Although live streaming can directly affect the sales volume of listed companies, online celebrities must take into account channel costs, marketing expenses, and the sharing between merchants and anchors and platforms.
Since the new chairman Li BaoSince Fang took office, Moutai has been carrying out channel reforms with frequent actions. For example, a group-level marketing company was established in the first half of last year. At the end of the year, Moutai e-commerce subsidiary was cancelled. Recently, it was announced that it would reorganize the e-commerce company in the first half of the year.
Although Moutai has temporarily cancelled its e-commerce subsidiary, it will not give up its e-commerce business, which is an important part of its channel reform. Just on January 9, Moutai announced a strategic cooperation and upgrade with Tmall Supermarket, which will increase the sale of Feitian Moutai to Tmall during the Spring Festival, which will stabilize market prices and reduce channel profits.
So after this incident, the market is curious whether Moutai and Wei Ya have reached a cooperation to promote channel reform.
In this regard, Wei Ya said that the delivery was not a cooperation with Moutai, but a collaboration with Moutai’s authorized distributor Jiuxian.com. Wei Ya also said that she and Lizhou Laojiao and other wine companies directly cooperate, if there is an opportunity to hope to cooperate with Moutai, regarding this live broadcast, Wei Ya said that it is not clear whether Moutai knew.
The Moutai Sales Department responded that Moutai had not established cooperation with any online celebrities, and Moutai E-commerce Company had also cancelled.