maotai launches empty bottle exchange campaign
maotai launches empty bottle exchange campaign. during this "price stabilization" process, the sales method of "empty bottle exchange" has attracted considerable market attention. The essence of "exchanging empty bottles for purchases" is to crack down on hoarding and speculation and encourage real consumption. Maotai launched the empty bottle exchange activity. Maotai launched the empty bottle exchange activity 1
"exchange and opening", and it is still difficult to participate in the activity
If many people haven't heard of the empty bottle exchange in 2119, most consumers are familiar with the empty bottle exchange by now.
At the moment when the investment demand is enlarged, the number of people in the sales chain of Maotai liquor market increases, which also makes it difficult for end consumers to buy wine. In the case that it is difficult to identify the consumer demand, the implementation of bottle opening and redemption for drinking demand can really meet the just-needed demand for wine. The empty bottle exchange mode of direct stores has matured. Box Ma Xiansheng tried to tear the cap, and Wumart launched the empty bottle exchange activity as early as May. Despite this, due to the limited area and crowd radiated by the channel, there are still many people who are not exposed to this redemption method.
It is reported that Maotai emphasized in the "Double Festival" price stabilization this time: "All channels should face the end customers and carry out the" empty bottle exchange "activity. For the customers who are on file, guide them to bring back the empty bottles of Moutai for exchange. For new customers, try to sell a small amount of Moutai, and inform them that the next purchase needs to be through the" empty bottle exchange "method."
Many consumers have found that Wumart, Xiamen Xiashang, RT Mart and other channels have launched empty bottle exchange activities and put forward the following requirements: designated time, purchase in their own channels with order records, empty bottles, logistics codes and plastic caps.
In addition, a company located in a city in southwest China recently received a notice to take wine after submitting an application to a direct store. The company hasn't officially filed a file in the direct store, but the staff of the direct store told us that it can be redeemed after drinking, and the redemption ratio is 1:1.2.
in addition to corporate users, individual consumers can also redeem their purchases. Li Jun (a pseudonym), a consumer in Shanghai, mentioned that as long as he bought Moutai in a direct store in Shanghai, he would bring an empty bottle, a rubber cap and documents to the front desk to check, and he could exchange them after passing the check. He said: "Those who make an appointment by lottery can also participate, which means that buying two bottles is equivalent to getting seeds, and you can buy more and more."
indeed, for those who just need wine, there is a chance to get more quota through redemption. However, what most people lack is this "seed", and there may be opportunities to continue to participate in appointments.
In addition to exchanging empty bottles, the "1499 Flying Drinks" campaign launched in Guizhou and Guangxi last year will be extended to more provinces and cities. It is understood that "open bottle consumption" requires cooperative merchants to sell at the suggested retail price of the company, and tying and additional conditions are not allowed.
Increase the proportion of retail sales, channel online "reservation+lottery" mode
Since September, a number of Moutai purchasing channels have successively announced the measures of increasing the volume, coupled with the arrival of the "Double Festival", under this influence, the prices of a batch of Feitian Moutai have fallen beyond 211 yuan; If compared with before the news of heavy volume came out at the end of August, a batch of prices dropped nearly to 411 yuan.
A consumer in Shenzhen has bought 9 bottles of cheap Moutai in September, mainly through Shangchao and channels in Guizhou Province. He said: "I have also made an appointment with four distribution stores recently, but I haven't received a response yet." Speaking of this, he was on his way to CR Vanguard to get wine, and the next morning he found himself in a bottle of seven fresh appointments.
In addition, the e-commerce platform has been increasing its volume. On the morning of September 7th, a number of consumers in the WeChat group snapped up the products successfully in Suning, and at the same time, a consumer in Jiangsu received the news that Xiaomi was qualified to buy products. This is the fourth time he has received relevant news this year.
It is understood that Maotai's "Double Festival" volume has made relevant arrangements on how to launch: in terms of channels, besides increasing the volume of self-operated companies, we will focus on ensuring the launch of supermarkets, e-commerce and self-operated channels; In terms of products, focus on putting 511ml Feitian Moutai; In terms of regions, it will be launched in the order of key, medium and small markets. Simply put, it is to put Feitian Moutai, which has the strongest demand, into more people in need more accurately.
As early as the end of August, some drinkers found that the reservation of direct stores increased from 1-2 bottles per person to 4 bottles or more. On September 5th, wu mart announced that 61,111 bottles of Moutai will be released during the two festivals, and the lottery will be made by appointment. In the same period, 11,111 bottles will be released for "empty bottles". Five days ago, Xiamen Xiashang announced a two-day heavy volume activity, with 45,611 bottles in two phases, and also adopted an appointment lottery method, and launched an "empty bottle" exchange activity.
In addition, supermarkets such as RT Mart, Metro, Xinhuadu and Hongqi Chain, as well as dealers in many places, have announced or launched the Moutai reservation lottery. More policies have also spread to traditional dealer channels. It is understood that Maotai requires dealers to carry out activities of "entering the community" and "approaching the enterprise", and special dealers should "set up shop" services on the street, and Maotai will continue to promote special dealers to become exclusive stores.
this is not a coincidence, but the trend of maotai market. It is reported that Maotai requires all channels to follow the principle of "multi-customer, small batch" and increase the retail proportion through "reservation+lottery", in which the retail proportion of Shangchao and e-commerce is over 85%.
At present, the e-commerce channel rarely adopts the method of making an appointment to draw lots. Relatively speaking, online e-commerce has a wider range of radiation and is more convenient to snap up, but the large number of participants and the phenomenon of hanging out make it more difficult to snap up.
On the whole, making an appointment to draw lots is still a friendly way for ordinary consumers.
At the same time, the lottery by appointment is also a test for direct selling channels, which need to improve the transparency and fairness of activities, just like the channels such as CR Vanguard, which have long announced the list of winning members. Maotai launches empty bottle exchange activity 2
The annual National Day sales season in liquor market is coming, and at this time, how to stabilize the price and market of Maotai will become the focus of the industry.
Recently, the reporter of Changjiang Business Daily learned that on the eve of the National Day this year, Maotai is expected to put more Moutai into the market terminals one after another to ease the situation of "difficulty in buying wine". Among them, direct channels are still the key targets.
This is also the first peak season "price stabilization war" after Ding Xiongjun, Party Secretary of Kweichow Moutai Group, took over. On the basis of increasing the input, Maotai also made a combination of "three precisions" this year, detailing a series of issues such as delivery, sales and supervision, and continuing measures such as "exchanging empty bottles for purchases" and piloting "opening bottles for consumption" to promote the return of Moutai to the consumption concept of "drinking" rather than "frying".
when visiting the terminal market, the reporter also found that the market prices of Feitian Maotai in Guangdong, Jiangsu, Beijing and other provinces and cities have all dropped.
Before the National Day, the market volume increased at the same time
"One bottle is hard to find" is the normal sales of Feitian Moutai. In order to ensure that consumers can buy Moutai at a low price, Kweichow Moutai has continuously introduced a number of "price stabilization" measures, among which the most direct way is to "open the gate and increase the volume" every hot season.
Not long ago, Changjiang Business Daily reporter learned from official channels that Kweichow Moutai plans to put more Moutai in the terminal market before the National Day this year.
"At present, consumers mainly make an appointment with self-operated stores through WeChat, and they can pick up the goods at the scene after success. After increasing the delivery, the number of appointments per day has basically tripled. " Mother Chengyou, the manager of Kweichow Moutai's self-operated store in Hebei Province, told reporters. According to Mother Chengyou, at present, the retail price and circulation price of Moutai in the sales area where the self-operated store is located have dropped, and the retail price has dropped more obviously.
At the same time, a Moutai dealer told reporters that in actual sales, the situation that "one bottle of Moutai is hard to find" is also a work problem for dealers, and the scalper's "speculation" really affects the real market price. Therefore, it is good for dealers and just-needed consumers to increase the market before Maotai Festival.
Mr. Qi, a consumer, told reporters that after the increase of Moutai, the subscription period of members decreased. Before I made an appointment to buy wine, it would take a week or even ten days to get the goods. Now the time to get the goods is basically controlled within one week.
Another consumer, Mr. Chen, said in an interview: "We are an old customer who has been a member of Maotai for ten years, and we basically purchase a certain amount every month, so we can get the goods after making an appointment with WeChat."
Mr. Chen said that in the peak sales season, stores will also notify in advance, and if it is not necessary to purchase, try to reduce the purchase volume and leave it to more customers who just need it.
"three precisions" ensure "stable price and stable market"
In addition to increasing delivery, during the National Day this year, Maotai made a series of problems such as precise delivery, precise sales, precise control and combination boxing, detailed delivery, sales and supervision, and the measures of "stable price and stable market" were more stringent.
In terms of delivery channels, increase the centralized delivery of self-operated companies on the eve of National Day, and focus on ensuring the delivery of supermarkets and self-operated channels; On the product launch, Shangchao and e-commerce focus on Feitian 53°511ml Moutai (not less than 91%), and increase the launch of fine wine, zodiac wine, aged wine and other products through self-operated channels; In the launching area, it will be launched in the order of key, medium and small markets to meet the needs of large and medium-sized key markets such as Beijing, Shanghai, Guangdong, Henan, Shandong, Zhejiang, Jiangsu and Guizhou.
In terms of sales channels, increase the retail proportion. Self-operated companies will increase the retail proportion of Moutai to more than 41% during the National Day, and Shangchao and e-commerce will increase the retail proportion of Moutai to more than 85%. Social channel dealers need to retail more than 71% of all Moutai during the National Day. In terms of sales methods, Maotai continued to "buy empty bottles" and pilot "open bottles for consumption". That is, for old customers, guide them to bring back empty bottles of Moutai for "open bottle consumption"; For new customers, try to sell a small amount of Moutai, and tell them that the next purchase needs to be through "empty bottles for purchase." In addition, self-operated companies and distributors cooperated with well-known local high-end catering hotels to supply a small amount of Moutai for the first time for on-site "opening a bottle for consumption" activities, and then exchanged empty bottles with self-operated companies.
in terms of precise management and control, the relevant requirements of "stabilizing the market and stabilizing the price" were accurately conveyed, and the third-party monitoring institutions and special personnel were combined to provide services such as strong supervision and strict accountability supervision to implement this "stabilizing the market and stabilizing the price" plan.
Cai Xuefei, an expert in liquor industry, said that Maotai's series of "price stabilization" measures, on the one hand, increased supply, on the other hand, forced middlemen to increase the market supply of products by increasing supervision and breaking the whole into parts.
"empty bottles for purchase" returns to "drinking" wine without frying
The reporter noticed that in the process of "price stabilization", the sales method of "empty bottles for purchase" was quite concerned by the market.
trade-in, empty bottle exchange and other methods are often used in the promotion activities of FMCG industry. In the case that Feitian Maotai is in short supply, what is the implication of Kweichow Moutai's price stabilization measures of "exchanging empty bottles for purchases"?
According to Cai Xuefei, an expert in liquor industry, the redemption of Maotai is different from the redemption of other consumer goods. The redemption of other products is more in the hope that consumers will buy back to stimulate sales, while the redemption of Maotai is more a kind of feedback to customers who just need it, encouraging real consumption, increasing the marketing rate of channel products by stimulating market consumption, and alleviating the price malformation caused by the imbalance between supply and demand. The premise of empty bottles is that Moutai has been consumed, so, in the final analysis, the fundamental thing of "empty bottles for purchase" is to crack down on hoarding and speculation.
In addition, Cai Xuefei also said that the continuous high price of Moutai is due to a large number of hype backbones. At present, in the peak consumption season, Maotai's joint activities with its own merchants can effectively increase market supply, expand product circulation efficiency, and alleviate some negative public opinions in the market because Maotai is scarce or out of stock, which is of positive significance to Maotai's brand image and reputation, and to maintain consumers' convenience of purchase and product consumption. At the same time, it also plays a guiding role in rational consumption of liquor industry.
According to Mother Chengyou, up to now, "empty bottle exchange" accounts for about 91% of the big customers. Compared with previous years, the bottle opening rate has been greatly improved, so the speculation space left for the market scalpers has also been greatly reduced, and the price stabilization effect is obvious.
on the afternoon of September 24th, Kweichow Moutai officially held the first extraordinary shareholders' meeting in 2121. At the extraordinary shareholders' meeting, Ding Xiongjun, the chairman of Kweichow Moutai, who has been in office for more than 21 days, also responded to hot issues such as the price and price system of Moutai, and made it clear that he was determined to "return Moutai to commodity attributes". Ding Xiongjun put forward: "From the market point of view, Moutai is a commodity after all, and its price formation follows the market rules and is influenced by multiple factors such as supply and demand. It is unscientific to break away from the law of value itself. Maotai will follow the market rules, echo market signals and reflect reasonable value."