The official new e-commerce platform of Maotai is about to be launched

The official new e-commerce platform of Maotai is about to be launched. Maotai not only hopes to provide consumers with a direct platform to buy wine through the e-commerce platform, but also wants to show the brand and cultural connotation of Maotai to the outside world as an important window. The official new e-commerce platform of Maotai will be launched soon. The official new e-commerce platform of Maotai will be launched soon. 1

On March 22nd, it was learned from the official of Maotai that the new e-commerce platform of Maotai will be launched in the near future.

after two years, maotai re-launched the e-commerce platform plan.

According to the announcement of Kweichow Moutai, the company suspended the online operation channel of Kweichow Moutai in September 219, and then dissolved its shareholding company Kweichow Moutai Group E-Commerce Co., Ltd. in December.

At the same time, since the Li Baofang period, Maotai has continuously expanded its direct sales and increased the volume of e-commerce platforms.

In February this year, Ding Xiongjun, the current Party Secretary and Chairman of Maotai Group, said at the meeting of Maotai Group that the company should implement the digital marketing law, speed up the completion of new retail shortcomings, build and improve the digital marketing platform, and inject new momentum into Maotai's marketing.

The self-operated e-commerce was restarted, and the maximum gross profit of each bottle of Feitian Maotai increased by over 6%

It is reported that Maotai started the development plan of the new e-commerce platform as early as six months ago, and it has been basically completed.

for its specific launch time, maotai only responded "soon". However, information such as the form and open platform of the specific new e-commerce platform has not been disclosed yet.

according to the annual report of Kweichow Moutai, in 22, its direct sales channel achieved revenue of 13.24 billion yuan, up 82.66% year-on-year, accounting for 13.96% of liquor revenue.

in the first three quarters of 221, the direct channel revenue of Kweichow Moutai was about 14.685 billion yuan, accounting for about 19.7% of liquor revenue.

according to the official clarification of maotai, the company's products are sold through direct sales and wholesale agency channels. Among them, direct sales channels refer to self-operated channels.

With the revenue growth of Maotai's self-operated channels, it is also put on the agenda to restart its self-operated e-commerce platform.

in fact, maotai had a self-operated e-commerce platform before, and its e-commerce company was dissolved because of the "Yuan Renguo incident".

according to public information, maotai e-commerce company was established in June 214 and officially launched in August 216. it is the official online operator of maotai, operating maotai mall, maotai micro mall and maotai official flagship stores of more than a dozen tripartite platforms such as tmall and ICBC e-shopping.

In 218, Nie Yong, the chairman, director and legal representative of Maotai E-commerce, was removed from his post and was arrested by the procuratorate in May 219.

In October 219, Xiao Hua, former vice chairman and general manager of Maotai E-commerce, was investigated for alleged bribery.

In November, 219, Wang Jing, the head of Maotai e-commerce series distillery, was also arrested by Tongren procuratorate on suspicion of accepting bribes.

As the executives of e-commerce companies have fallen, Maotai e-commerce platform has also been shut down, and e-commerce companies have been dissolved by Maotai's board of directors.

According to Maotai's announcement, in September 219, one of Maotai's e-commerce platforms was shut down. In December of the same year, the board of directors of Maotai passed the proposal to dissolve Maotai E-commerce Company.

In addition, sohu finance noted that after opening its own e-commerce platform, Maotai's gross profit will further increase compared with the cooperative third-party e-commerce platform.

according to the dealer's previous disclosure to sohu finance, in Li Baofang, Gao Weidong and other periods, the payment price of its third-party e-commerce platform was 1,299 yuan/bottle or 1,399 yuan/bottle, and Ding Xiongjun even raised the payment price to 1,479 yuan.

Based on the ex-factory price of Feitian Maotai of 969 yuan/bottle, Maotai is expected to get gross profit of 33 yuan/bottle -51 yuan/bottle by cooperating with a third-party e-commerce platform; If the self-operated e-commerce platform is sold, Maotai is expected to get a gross profit of 53 yuan/bottle. Compared with the third-party e-commerce platform, Maotai's profit is up to 66.67%.

Incremental e-commerce launch, plus direct marketing channels

During the absence of the official e-commerce platform, Maotai chose to continuously cooperate with third-party e-commerce platforms and continuously increase the volume of e-commerce platforms.

sohu finance inventory, on March 22nd, Feitian Maotai launched a new phase, with 73 bottles nationwide; Hualian Supermarket will release 24 bottles a day by lottery; In 1919, a new launch plan was also started, with a heavy volume of 1,1 bottles of Feitian Maotai.

maotai's opening of third-party online platforms can be traced back to Li Baofang.

in July, 219, the public investment announcement of Guizhou Moutai National Comprehensive E-commerce was issued by the public bidding platform of Guizhou Province, with a total supply of 4 tons of Kweichow Moutai (with cups) of Feitian 53%vol 5ml. It is planned to select three service providers, whose supply quantities are 17 tons, 13 tons and 1 tons respectively according to the comprehensive ranking order.

In September of the same year, Tmall Supermarket and Suning.cn were granted quotas of 17 tons and 13 tons of Moutai respectively. Since then, Moutai's cooperative e-commerce channels have continued to expand, and many comprehensive e-commerce and vertical e-commerce companies such as JD.COM, 1919 Liquor Direct Supply and Brewmaster Net have been selected.

In addition to the incremental e-commerce platform, expanding direct marketing has also become the "key word" of successive chairman of Maotai.

At the end of 22, some dealers reported that Maotai dealers were allocated an additional 8 tons of flying quota, and the supply came from the unused direct sales quota of Maotai Group.

At the same time, according to the brokerage research report, some dealers of 15-year-old non-standard products of Zodiac, fine products and vintage wines switched to direct stores to get goods.

in addition to the "incumbent" Ding Xiongjun, Li Baofang and Gao Weidong have been insisting on expanding direct marketing.

According to public information, since Li Baofang took office in May 218, he has continuously punished many dealers who broke the contract and rectified the dealer system. By the end of 219, the number of dealers had been reduced to 2,377, with a net decrease of 838, including 137 Moutai dealers. At the same time, Kweichow Moutai reached cooperation with many supermarkets such as Wumart.

in March 22, Gao Weidong succeeded Li Baofang as the fourth chairman of Maotai. Gao Weidong continued the strategy of "cutting dealers and expanding direct sales" in Li Baofang. In the first half of 22, there were 326 domestic dealers in Kweichow Moutai, including 34 Moutai dealers.

while reducing the number of dealers, maotai has continuously increased the proportion of direct sales.

in June, 219, the public bidding service platform of Guizhou province announced that CR Vanguard co., ltd., kangcheng investment (China) co., ltd. and wumart technology group co., ltd. had become the first distributors of Guizhou Moutai in supermarkets and stores nationwide. According to the comprehensive ranking order, the three service providers will receive 15 tons, 13 tons and 12 tons respectively, totaling 4 tons of Feitian Moutai.

Three regional supermarkets, including Guizhou Hualian General Supermarket Co., Ltd., became the first local supermarket and store service providers of Moutai in Guizhou.

At the beginning of 22, three mainstream online e-commerce platforms, namely Tmall Supermarket, Suning.cn and JD.COM, have been established in the direct channel of Maotai. Maotai Online has also entered Guiyang Xingli, Wal-Mart, Beijing Wumei, Jiangsu Golden Eagle Business and other supermarkets, covering Beijing, Sichuan, Guangdong, Henan, Jiangsu, Shandong, Liaoning, Jilin, Shanghai and other provinces and cities.

during the period of Gao Weidong, maotai signed a distribution contract with JD.COM in March 22, and consumers could make an appointment to snap up 1499 yuan flying maotai through JD.COM.

In mid-22, Maotai signed contracts with 16 regional KA stores, 4 vertical e-commerce companies and 2 direct distributors of tobacco retail chains.

By the end of October 22, Maotai had cooperated with 68 direct distributors, including high-quality enterprises in the fields of e-commerce, supermarkets, state-owned enterprises and tobacco chains.

Dongxing Securities said in the research report that it is expected that Feitian Maotai will further increase the proportion of direct sales and increase the amount of non-standard liquor in 222. The official new e-commerce platform of Maotai is about to be launched. 2

On March 22nd, shanghai securities news reporter learned from people familiar with the matter that Maotai "secretly" launched the development plan of new e-commerce six months ago. At present, the initial work has been basically completed, and its official new e-commerce platform will be "online at any time"!

shanghai securities news reporter obtained two pictures from exclusive sources, namely the homepage of Maotai's official new e-commerce platform and the interface of the platform's drinks purchase.

The reporter can clearly see from the wine purchase interface that two new products listed in Maotai before the Spring Festival-Maotai Year of the Tiger Zodiac Wine and Maotai 1935 are on sale. Maotai 1935, which is highly sought after by all walks of life, will be sold on the platform at the official market price of 1188 yuan/bottle.

From the homepage of the platform, the interface design is very simple, which conforms to the visual style of Maotai products. The top page of the interface shows the zodiac wine in the Year of the Tiger and a separate introduction section of Moutai.

Obviously, Maotai not only hopes to provide consumers with a direct platform to buy wine through the e-commerce platform, but also wants to use it as an important window to show the brand and cultural connotation of Maotai to the outside world.

Building a new e-commerce platform will become an important attempt for Maotai to actively embrace digital sales and make up for the gap in online sales channels.

For consumers who like Maotai, there is no doubt that they will get a new important channel to embrace Maotai.

as for when the platform will be officially launched, how to arrange the specific products and how to obtain the products, it remains to be officially responded.

The reform of marketing system is a "highlight" of Maotai, which has attracted much attention.

"Implement the digital marketing law, speed up the completion of new retail shortcomings, build and improve the digital marketing platform, and inject new kinetic energy into Maotai marketing." On February 14th, at the first meeting of Maotai Group after the Spring Festival of the Year of the Tiger, Ding Xiongjun, Party Secretary and Chairman of Maotai Group, officially "moved the knife" and the "Big Maotai" marketing system was officially opened.

Prior to this, Maotai marketing system had gone through 24 years of reform and development since it was established in 1998.

Ding Xiongjun believes that the current consumer market and industry environment are undergoing profound adjustment, and the market environment of Maotai is facing "five new" changes in new trends, new groups, new scenes, new retail and new products. We should not only see the crisis from "change", but also understand the change accurately through the analysis of "change" and "potential", so as to realize scientific response and take the initiative to seek change.

Ding Xiongjun said that to do a good job in marketing in the future, the core task is to actively seek change, comprehensively, accurately and deeply practice the "five-in-one marketing law", vigorously push forward the marketing reform, realize the reform and reshaping of Maotai's marketing system, and promote a qualitative leap in the ability and level of marketing work.

after Ding Xiongjun first proposed the implementation of the "five-in-one marketing law" at the beginning of this year, Maotai also got a "good start".

on the evening of March 7th, Kweichow Moutai released the announcement of main operating data in January and February of 222, in which the total operating income was about 2.2 billion yuan, up about 2% year-on-year. The net profit attributable to shareholders of listed companies was about 1.2 billion yuan, a year-on-year increase of about 2%. The official new e-commerce platform of Maotai is about to be launched. 3

At present, the cheap Maotai (6519) Feitian series sold by major e-commerce platforms is far more sought after than high-end graphics cards. If you buy it at the original price, it will be transferred, while the market price will be doubled.

However, with the arrival of Maotai's brand-new e-commerce platform, it is expected that Maotai series wines will be bought at a low price in the future.

On March 22nd, according to shanghai securities news, informed sources revealed that Maotai secretly launched the development plan of new e-commerce six months ago, and the initial work has been basically completed, and its official new e-commerce platform will be "launched at any time".

In addition, the homepage of Maotai's official new e-commerce platform and the platform's wine purchase interface have also been exposed. From the interface, we can see that two new Maotai products-"Maotai Year of the Tiger Zodiac Wine" and "Maotai 1935" which exploded during the Spring Festival last year are on sale.

The point is that Maotai 1935 will be sold on the platform at the official market price of 1188 yuan/bottle, which is undoubtedly good news for drinkers.

for consumers who like maotai, the emergence of maotai's official e-commerce platform will undoubtedly gain a new important channel to embrace maotai. However, as for when the platform is officially launched, how to arrange the specific products and how to obtain the products, more information needs to be officially announced.