The price of Moutai plummeted by 60%, and the dealers begged the manufacturers: give them less bars

The prices of Moutai plummeted by 60%, and the dealers begged the manufacturers: give them less bars. In the opinion of industry insiders, the price of Moutai has reached today mainly due to the increase in both volume and price at the beginning, ignoring...

According to industry insiders, the price of Moutai today is mainly due to the increase in both volume and price at the beginning, ignoring the feelings of ordinary consumers. Under the policy of "restricting the consumption of three public servants", Moutai has to face the dilemma of "who is drinking Moutai today?" "The most difficult period for high-end liquor is coming," Xie Yiying, general manager of Shenzhen Worldview Brand Marketing Consulting Co., Ltd., told reporters, describing the current stock trends of relevant companies Wuliangye and Kweichow Moutai high-end liquor. In an environment where high-end liquor represented by Kweichow Moutai is facing difficulties in market sales, its dealers are also faced with a "dilemma".

The price of Moutai is chaotic

The 53-degree Feitian Moutai, which was sold at a "sky-high" price in 2011, is now priced below 1,000 yuan, and in some places there is even a phenomenon of price inversion. On JD.com and Yitao.com, the price of 53-degree Feitian Moutai is even more "varying." Even so, in the opinion of industry insiders, its price will decline due to insufficient market demand.

The reporter checked the price of Moutai on JD.com. The price of 53-degree Feitian Moutai is between 950 yuan/bottle and 1,300 yuan/bottle. On Yitao.com, although the prices vary, some have been sold for less than 800 yuan. There are even media reports that the price of Moutai in some areas has reached 780 yuan/bottle, but according to reporters, the ex-factory price of 53-degree Feitian Moutai is 819 yuan/bottle, which means that some companies or individuals are selling Moutai at a price lower than the ex-factory price.

According to Ms. Xiao from Yitao.com, the liquor wholesale company she runs does not lose money even if the 53-degree Feitian Moutai sells for 798 yuan/bottle because they rely on volume rebates. According to Ms. Xiao, their products are purchased from a Moutai wholesaler in Beijing, and the price of Moutai obtained by this wholesaler is 619 yuan/bottle. "We sell 50 boxes every month, and you can get points back when you complete the task, so no one loses money. There are individuals and units purchasing." In Ms. Xiao's view, the lower price of Moutai has a lot to do with the market environment, because many Moutai dealers have inventory in hand.

However, our reporter visited some specialty stores and liquor wholesale departments in Beijing and learned that most of the prices of 53-degree Feitian Moutai on the market are more than 1,000 yuan, with the lowest price being 900 yuan per bottle.

Among them, a salesperson at a liquor store near Madian, Beijing, told reporters that although high-end liquor has encountered sales difficulties, it is difficult for those who are used to drinking Moutai to change their habits. Therefore, they will still buy Moutai. In order to prevent others from being caught, they often change the packaging after purchasing.

From 2,300 yuan in 2011 to 780 yuan today, the price of Moutai has dropped by more than 60%. Although there are many reasons for this situation, such as the addition of "plasticizer" in liquor, which led to a decline in liquor sales, coupled with the impact of the "Prohibition" on "three public consumption", the sales of Moutai, the "biggest brother" of liquor, were very hurt.

However, in the eyes of industry insiders, the main reason why Moutai is where it is today is that the sales volume and price of Moutai liquor have increased in recent years. Moutai people have lost their sense of worry in good times and slept on the throne of the "big brother" of liquor, ignoring the experience of ordinary consumers, especially the emerging middle class in the country. In particular, the news that Moutai was going to become the number one "luxury product" in China forced consumers to say "goodbye" to Moutai. And when "restricting the consumption of three public goods" became the norm, Moutai had to face the dilemma of "who is drinking Moutai today?"

Moutai dealers are busy "giving gifts" to relieve pressure

Data show that currently, there are more than 10,000 tons of Moutai liquor in stock on the market. The reporter also learned about the inventory status of some Moutai dealers through interviews. Even if the liquor industry is currently experiencing difficulties, these dealers will certainly not quit easily, but will use other means to relieve themselves.

According to a senior person in the liquor industry who did not want to be named, he told reporters that in April, a dealer in Guizhou Province still had more than 100 pieces of 53-degree Feitian Moutai. However, in May, he went to the manufacturer to pick up the goods, and what he saw was that people were queuing up to pick up the goods. Regarding the situation of this dealer, the above-mentioned person analyzed that there are two possibilities. First, after more than 20 days of digestion, the inventory in his hand may have been digested. Second, he had to withdraw the goods in the quota according to Maotai's previous policy.

Although no clear conclusion can be drawn based on the situation of the above-mentioned dealers, a dealer engaged in the sales of Moutai and Wuliangye said in an interview with reporters that at present, many Moutai dealers are waiting and watching, and they are not active in making payments to Moutai because, under the pressure of high inventory, they have already experienced capital turnover difficulties. However, there are also some liquor dealers who are working hard to obtain the sales qualification of Moutai.

According to the above-mentioned dealers, in the past, as long as they had Moutai sales qualifications, dealers could sit back and relax and count money with their eyes closed. Now, those dealers who have always wanted to join the army of Moutai dealers feel that now is an excellent time, so they want to seize this opportunity and become a member of the Moutai "family".

"If the inventory pressure is not great and there is no problem with working capital, then few dealers will give up the Moutai distribution rights." The above-mentioned industry veteran described it this way, but he also revealed the mentality of some Moutai dealers. "Many dealers are now busy giving gifts. When Moutai had no worries about selling, they gave gifts in order to obtain more quotas. Now, they give gifts to Moutai executives in order to reduce quotas."

In fact, in this round of adjustment, those middle sellers who have no strength are gradually withdrawing from the market, which has undoubtedly expanded the profit margins of some dealers. Therefore, they have the mentality of making as much as they can and selling as long as it is beneficial. However, weak market sales have also made many dealers feel helpless. In order to survive the difficulties, they have no choice but to cut prices and ask manufacturers to reduce quotas.