Why do you say that buying a bottle of 1499 Tian Fei Maotai is comparable to winning the lottery?

On September 25th, Xinhua News Agency reported that the market price of Moutai in some channels rose by nearly 1,000 yuan compared with the manufacturer's guide price, but it was still "hard to find a bottle", which was behind the market chaos such as dealers hoarding goods and scalper speculation.

The suggested retail price of Moutai is 1499 yuan/bottle, but in fact, at present, some places even exceed 2,000 yuan, up to 2,400 yuan/bottle. In view of the price problem, Maotai increased its supply again in August-September this year and steadily increased its price, but this only led to a short-term decline in its price, and recently it has climbed.

In order to stabilize the market, after the semi-annual marketing meeting on August 20th, Kweichow Moutai issued five policies focusing on increasing supply:

Before the Mid-Autumn Festival, the market put 7000 tons; The distributor implements the plans in September and 10 in advance (joint implementation, one-time payment); August-65438+February Maotai aged wine quota does not account for the dealer contract plan; Strictly check the market and crack down on roasted seeds and nuts; The plan of 20191-February can be implemented in advance in June 5438+February.

"On the one hand, the supply of Kweichow Moutai to dealers has increased. On the other hand, Kweichow Moutai has carried out a long-term and sustained blow to dealers who do not sell roasted seeds and nuts. " A dealer said when talking about why the approval price will be lowered. The dealer also revealed that the current delivery speed of Kweichow Moutai has obviously accelerated. "It basically only takes about two weeks from payment to receipt of the goods."

However, it is not easy to buy Moutai at the manufacturer's guide price-this is still the real experience of many consumers.

On September 9th, in Guiyang, Guizhou, several consumers queued to buy Tian Fei Moutai.

Prior to this, Maotai Distillery cooperated with national distributors to sell wine at a promotional price of 1.399 yuan/bottle. Many cities in China lined up to buy wine, which was so hot that it was urgently stopped in just half a day.

To promote sales at a low price, Maotai intends to benefit consumers. Some analysts believe that Maotai intends to set a price benchmark.

In the channel system of Maotai, there is a "hype" force chasing up and down, which makes the price of Maotai jump up and down, and also affects the stable operation of Maotai. "Not long ago, the price of Maotai soared. I think more than 50% of the factors are caused by speculation. " He said.

Some Moutai dealers believe that the price increase of Moutai is more driven by the relationship between supply and demand. "In the retail channel, there will indeed be some scalper arbitrage, but regular dealers generally have relatively stable group buying company customers." However, the dealer also admitted that in the off-season, the pace of shipment may slow down to prepare for the peak season.

"The so-called hype is actually a manifestation of active market. The more active the market, the higher the attention, the stronger the topicality and the higher the market demand. " Liquor expert Yang Chengping believes that the so-called "hype" should also see its positive side.

In addition, if the market price of Moutai soars, it will be unfavorable to the long-term development of Maotai. Once the price of Moutai is too different from Wuliangye and Guojiao 1573, consumers are likely to turn to other famous wines. Previously, Maotai also repeatedly warned dealers to be "stable" and stabilize market share.