maotai has decided to promote the zodiac wine in the year of the dog before the spring festival, and the difficulty of price control may be further aggravated. On October 22nd, Maotai announced that the 2118 Year of the Dog, the Year of the Hundred Days of 1898, will be launched on October 29th at a price of 1699 yuan. It is also worth noting that at present, the prices of the four Maotai Zodiac wines of Mayang Monkey Chicken have soared to around 12,111, 15,111, 4,111 and 2,911 yuan/bottle respectively. In this regard, insiders pointed out that under the background of hard-to-find Moutai, insufficient price control by manufacturers, and skyrocketing terminal prices, it should be a high probability event to be snapped up and speculated after the listing of Maotai Zodiac wine in the Year of the Dog. However, during the peak season, if manufacturers can't curb the phenomenon that the terminal price of Maotai Zodiac wine in the Year of the Dog is too high, and it is difficult for real consumers to buy wine at a low price, it may have a certain negative impact on Maotai in terms of public opinion.
countdown to the listing of Zodiac wine
On the eve of the Spring Festival, Maotai's new introduction of Zodiac wine attracted great attention from the market. On October 22nd, the official WeChat platform of Maotai further disclosed the time to market and the initial price of Maotai Zodiac wine in the Year of the Dog. The internal staff of Maotai told beijing business today that after the launch of Maotai Zodiac Wine in the Year of the Dog, enterprises will strengthen channel control, and keeping the price line of 1699 yuan is still the focus of their work.
Maotai is also very cautious about the listing of Zodiac wine. Seven days ago, the company issued the Notice on the Implementation of the Proportioning of Aged Maotai Liquor and Guizhou Maotai Liquor (the Year of the Dog, 1898), which pointed out that the matching index of Maotai Zodiac Liquor in the Year of the Dog can be implemented on a monthly basis or quarterly basis, but not cumulatively across quarters. If it is implemented quarterly, it can be implemented once in any month of the quarter, and the cumulative proportion index of Maotai Zodiac wine in the Year of the Dog in this quarter can be implemented at one time; The matching index of Maotai Zodiac wine in the Year of the Dog that has not been implemented across quarters is invalid; Unaccepted stores don't match Maotai Zodiac Wine in the Year of the Dog.
according to the relevant regulations, the sales volume of maotai zodiac wine in the year of the dog in 2118 is planned to maintain the level of last year, mainly in specialty stores and special distribution, supplemented by e-commerce and retail. Maotai will cancel the regional distribution system of Maotai Zodiac wine in the Year of the Dog, and all dealers will distribute it together. At the same time, Maotai will grade and match the number of Zodiac wines on a monthly basis according to the areas where specialty stores and special dealers are located. Among them, for the specialty store channel, Maotai will distribute 21 pieces, 15 pieces and 11 pieces of Maotai Zodiac wine in the Year of the Dog to each store every month according to the region (province, prefecture and county); For the special dealers, each family will be allocated 15, 11 and 5 pieces of Maotai Zodiac wine in the Year of the Dog every month according to the region (province, prefecture and county); In addition, Dalian, Qingdao, Ningbo, Xiamen and Shenzhen are implemented according to the standards of provincial capitals.
According to industry analysts, Maotai Zodiac Wine, as a personalized demand product, has less shipments from manufacturers, and it will become an inevitable phenomenon that Maotai Zodiac Wine will be snapped up after it is listed in the Year of the Dog. Maotai Zodiac Wine in the Year of the Dog, as a commemorative wine, mainly flows into the investment collection and gift sales market after listing. Referring to the hot sale of Maotai Zodiac Wine in the Year of the Rooster during the Spring Festival in 2117, there will also be a shortage of Maotai Zodiac Wine in the Year of the Dog, and it is less likely for ordinary consumers to buy wine at a low price.
The price of Zodiac series has skyrocketed
In fact, the market of Maotai Zodiac wine is not always booming. Since 2114, Maotai has successively developed Maotai Zodiac Liquor in the Year of the Horse, the Year of the Sheep and the Year of the Monkey. Before the launch of Maotai Liquor in the Year of the Rooster in 2117, the market performance of Maotai Zodiac Liquor was average. Some analysts in this industry said that in terms of macro-environment, the liquor industry as a whole was in an adjustment period in previous years, so the market was not very prosperous; As far as product cognition is concerned, consumers don't know much about the value of Zodiac wine. Since last year, with the upgrading of consumption in the economic environment, high-end liquor has taken the lead in warming up, and Feitian Maotai has occupied the market highland, which has led to the return of Maotai brand value, thus bringing huge market space for Maotai Zodiac wine. In October 2117, Maotai Zodiac Wine in the Year of the Rooster was announced to be listed, with the pre-sale price of 1,219 yuan/bottle and the official sale price of 1,299 yuan/bottle. On the first day of launch, the sales of Maotai Zodiac wine in the Year of the Rooster exceeded 17 million yuan, and then some channels began to be out of stock or the supply was tight, which led to the price of Maotai Zodiac wine in the Year of the Rooster rising all the way, once soaring to 2399 yuan/bottle.
As for the reasons for the hot sales of Maotai Zodiac wine in the Year of the Rooster, it was revealed by Maotai dealers that the previous three sales models of Maotai Zodiac wine were to find about four Zodiac wine agents in various regional distributors for sale, while the sales channels of Maotai Zodiac wine in the Year of the Rooster were added with e-commerce platforms and specialty stores. On the first day of the launch of Maotai Zodiac Wine in the Year of the Rooster, the e-commerce platform made a major contribution to the daily sales of more than 7 tons. In addition, in the Year of the Rooster, the manufacturers of Maotai Zodiac wine have less shipments, and the market has become increasingly tight since it was first launched in October 2117. Driven by Maotai Zodiac Wine in the Year of the Rooster, the market of Maotai Zodiac Wine has expanded, and the prices of Maotai Zodiac Wine in the Year of the Horse, the Year of the Sheep and the Year of the Monkey have also increased accordingly.
The reporter from beijing business today found that the scarcity and collection value of Maotai Zodiac wine have risen rapidly due to the discontinuation of production in the Year of Horse, Year of Sheep and Year of Monkey. In the official mall of Maotai, Maotai Zodiac Wine in the Year of the Monkey is no longer on the sales list. The price of 53-degree 511ml Maotai Zodiac Wine in the Year of the Rooster is 2399 yuan, while the price of five-star 53-degree 511ml Maotai Zodiac Wine in the Year of the Jiawu Horse and the Year of the B-Wei Sheep is as high as 5999 yuan, but all three Maotai Zodiac wines are out of stock. According to the news from the terminal market, the prices of the four Maotai Zodiac wines, horse, sheep, monkey and chicken, have soared to around 12,111, 15,111, 4,111 and 2,911 yuan/bottle respectively.
The price of Maotai Zodiac wine is soaring, but one product is hard to find, and there are hidden dangers in the market. Li Baofang, secretary of the Party Committee and general manager of Maotai Group, pointed out that according to the industry situation in 2117, the Zodiac commemorative wine was flooding. Zodiac wine needs rational development and strengthened supervision to avoid excessive abuse, excessive speculation and inflated prices. Cai Xuefei, an expert in liquor marketing, pointed out that under the background that Moutai is hard to find, the manufacturers' price control is insufficient, and the terminal price is soaring, if the market supply shortage leads to the phenomenon that the sales terminal is inflated, and consumers will criticize Maotai's ineffective price control.
Controlling the quantity and stabilizing the price is still the key
It is worth mentioning that besides Maotai, Wuliangye, Yanghe, LU ZHOU LAO JIAO CO.,LTD, Langjiu and many other wine companies have also launched zodiac wine products in the Year of the Dog to seize the market. According to the data, Wuliangye 2118 Year of the Hundred Days (Dog) Commemorative Wine was listed in Zhengzhou, and the product was positioned as a collector's edition of high-end gift wine; Yanghe launched the "Taiping Dog" Zodiac Wine in the Year of Dog in 1898; LU ZHOU LAO JIAO CO.,LTD launched "LU ZHOU LAO JIAO CO.,LTD 2118 Lunar New Year Golden Dog Youcai Wine", focusing on the concept of high-end personalized New Year celebration wine; For the first time, Langjiu officially released two products: Qinghualang Wuxu Year of the Dog (751ml) and Fuwang Year of the Dog (1.5L). Jinpai Maotai Town Wine Industry launched the 2118 "Hundred Days Zodiac Red Altar"; Jian Nanchun launched the "Wen Jun Year of the Dog"; Guotai liquor industry sells the national ceremony of Guotai (Year of the Dog, 1898), and so on.
"Zodiac wine, as a sub-category of liquor, has existed in the liquor market for a long time, but this category has really become popular in recent two years. However, as a commemorative wine, companies generally choose limited supply, which is mainly targeted at specific consumer groups in the collection and gift markets. However, if a Zodiac wine product wants to gain a foothold in the market, it needs its liquor enterprises to have high brand value and effective channel control ability to endorse it, and to convey the considerable investment value and value-added attributes of the product to consumers. Although many wine companies have launched the Year of the Dog Zodiac wine, the influence of Maotai Zodiac wine is still the only one in terms of industry response. " Cai Xuefei pointed out.
For the development of Maotai Zodiac Wine in the Year of the Dog, Tian Zhuopeng, Chairman of Zhuopeng Strategy, analyzed that the high-end liquor market continued to improve this year, while Maotai Zodiac Wine in the Year of the Dog is more scarce and collectible because of limited production, so it can be predicted that the consumption demand of this product will be very tight, there will be more collectors, and the investment market will be further heated. Based on the current market heat of Moutai, the price increase space of the terminal channel of Maotai Zodiac wine in the Year of the Dog is between 1699 and 2699 yuan. "After the listing of Maotai Zodiac Wine in the Year of the Dog, in terms of price control, Maotai still needs to strengthen price control through its own online sales platform and offline channels; On the whole, Maotai should pay attention to and adapt to the market demand in real time and adjust the supply volume.