Is it easy to buy the cheap Moutai with no price increase before the holiday? The


   retail price limit is controlled at 1499 yuan. Online reservation for purchase of "slow hands and no". The average price of offline specialty stores exceeds 3000 yuan

  Before the Mid-Autumn Festival of the year, various liquor companies once again used price increases to test how much the market liked their brands.

There is one exception-Moutai.

  When the peak season is approaching, Moutai fought a battle to defend the price. The affordable Feitian Moutai retail price is still controlled at 1,499 yuan, but this move has not been applauded by consumers.

  A reporter from the Beijing Youth Daily visited a number of physical stores selling Moutai and experienced online lottery, and found that compared to last year, it is now harder to buy a bottle of cheap Moutai than "flying".

  phenomenon

  Eligibility to purchase cheap Moutai is too difficult

  Recently, Colorful Guizhou Airlines issued a policy announcement on the activity of "Flying by Number Shaking Wine".

The announcement stated that after taking the designated flight segment of the event, you can purchase Kweichow Moutai at a price of 1499 yuan/bottle through lottery.

  The reporter of Beiqing Daily noticed that in the conditions announced by Guizhou Airlines, participants in lottery are divided into two types-winners with tax-included one-way ticket price of 1,000 yuan or more can purchase two bottles of Feitian Moutai for 1,499 yuan, and 500 yuan or more. Can only buy one bottle.

At the same time, customers who participate in lottery tickets are limited to one-way tickets. If it is a round-trip ticket, two one-way tickets must be purchased separately.

In addition to the high ticket requirements, not all passengers taking Guizhou Airlines can participate in this "lottery lottery" event, but designated flight segments.

  For many consumers, how to have the qualifications to buy cheap Moutai has become a so-called "metaphysics" by netizens.

  Previously, Kweichow Moutai Group cracked this "metaphysics" by making appointments through e-commerce platforms and supermarket systems.

Since last year, Kweichow Moutai has more online appointment channels than before, but it is still difficult to meet the massive demand.

In addition, this year is approaching the National Day and Mid-Autumn Festival. Some netizens reported that it is more difficult for Moutai to grab appointment qualifications online, which is suspected to be a tight supply.

  A reporter from Beijing Youth Daily has recently tried to make an appointment online to buy cheap Moutai, but it is still very difficult.

For example, on the JD platform, the appointment will start at 10:30 on September 10. As soon as the appointment time is up, the appointment button will display "out of stock in the area" before it can change color.

A reporter from the Beijing Youth Daily compared the two-day data changes displayed on the Tmall platform and found that only 700 bottles of cheap Moutai were released in one "snap-up".

There are still rumors about how to operate various booking platforms to make it easier to win the lottery, but many netizens said that these routines are now "failure".

  Visit

  Store registration for more than one year can not buy

  Compared with luck and hand speed, some consumers who have a rigid need for Moutai still turn their attention to physical retail terminals, but Moutai specialty stores are more difficult to find goods than other physical channels.

  A reporter from Beijing Youth Daily visited many Moutai specialty stores in this city as a consumer.

They all indicated that the Feitian Moutai cheap liquor of 1,499 yuan is out of stock.

In some Moutai specialty stores, not only cheap Moutai is out of stock, but also commemorative Moutai such as zodiac wine is also out of stock.

In these stores, cheap Moutai is out of stock for as little as three weeks to as many as two months, and it is unlikely that it will be restocked at least before National Day.

  In a specialty store in Chaoyang District, although there is still a sample of Moutai with a label of 1499 yuan in the window, the staff said that this cheap wine has been out of stock for a month or two.

Seeing that a couple had a strong willingness to buy at the scene, a man in the store signaled that the waiter could sell the last bottle of Feitian Moutai in the store to the customer.

This is a 6-jin bottle of "Giant Flying" with a price of 17,999 yuan, and the equivalent price of a 500ml bottle of ordinary Moutai is close to 3,000 yuan.

  Another Moutai specialty store does not have affordable Feitian Moutai.

When a reporter from the Beijing Youth Daily asked when the replenishment could be made, the staff member looked embarrassed and said that he could register first.

When a reporter from Beijing Youth Daily asked whether he would be able to line up to buy wine after registering, the staff shook a register that was twenty or thirty pages thick, and each page had twenty or thirty pedestrian names and telephone numbers, and said that these were all registered before. Many of them have been registered for more than a year and have not yet bought wine.

  The staff also said that if you don't care about the slightly higher price, you can ask if there is any Feitian Moutai from previous years.

"It's more expensive. It's easier to find the ones before 2015. It's estimated to be more than 4,000 yuan. The cheapest ones are of course made in 2020, but they are out of stock."

  market

  "Last year's wine" has become a price hike

  Consumers who really have a demand for Moutai can only face the "flying" Maotai spot price.

  At the end of last year, Mr. Wang, a citizen, by chance, bought a box of Moutai at a price of 2,000 yuan/bottle from some people who were eligible to buy Moutai. At that time, Moutai cooperated with e-commerce frequently, and this box of wine was better than the official The guide price cost an extra 3,000 yuan, and he secretly regretted it.

Now that the Mid-Autumn Festival and National Day are approaching, Mr. Wang also wants to buy some more wine for his family and friends to enjoy at the reunion banquet, but found that a bottle of Moutai with more than 3,000 yuan on the market today is also common.

  A reporter from the Beiqing Daily visited many non-Moutai specialty stores such as Chaoyang, Dongcheng, Fengtai, Tongzhou and other places such as Tobacco and Alcohol stores, direct liquor stores, supermarkets and other non-Moutai stores, and found that the price of Feitian Moutai has exceeded 3000 yuan in some stores. pass.

  In a liquor store in Fengtai, Feitian Moutai was placed in the innermost and lower container in the store.

There are not only Feitian Moutai on the container, but also other different specifications of Moutai. Among them, the 53-degree 500ml package is clearly priced at 2,980 yuan.

"You can come whenever you want, and you can have a box." The staff of the store said, but the price may fluctuate.

  Although Kweichow Moutai has a so-called retail price limit, and some dealers have been punished for violating this regulation, smart businessmen still have ways to bypass this regulation.

During the visit by reporters from Beijing Youth Daily, the vast majority of merchants stated that the reason why their wine is so much higher than the retail price limit of Moutai is because this is a vintage produced in 2019. It seems that “this is the wine of last year”. It has become a protective color for Moutai's price increase in the market.

  Compared with other channels, the price of this liquor store above is considered "affordable".

At a Jingkelong supermarket in Fengtai, a bottle of 53 degrees Feitian Moutai costs 2,988 yuan.

At a tobacco and liquor counter outside the Hema No. 1 store in Chaoyang District, Feitian Moutai bid for 3180 yuan.

  In March of this year, due to the impact of the epidemic, the price of Moutai terminals once dropped significantly.

At that time, the price of wine was 2300 yuan, and the price dropped by 300 yuan because of social "stagnation".

In other words, in less than half a year, the price of Moutai terminal has risen by about 1,000 yuan.

  analysis

  Brands are vying to adjust prices to market expectations

  The reason why the price of Moutai in the retail terminal has risen so sharply is mainly due to the market's expectations of the price increase of Moutai.

In the secondary market, the highest point of Kweichow Moutai's stock price has exceeded the 1,800 yuan mark, and the stock price and the retail limit price have inverted.

In addition, a wave of price adjustments before the Mid-Autumn Festival and National Day is almost a prescribed action by liquor companies. Wuliangye, Luzhou Laojiao, Yanghe, and Shuijingfang have previously raised terminal prices.

On September 6, CICC even predicted that the wholesale price of each bottle of the eighth-generation classic Wuliangye (referred to as the “eighth-generation general five”) is expected to rise from 1,200 to 1,300 yuan within three years.

  The prices of old competitors are gradually approaching Moutai's retail price limit, and it is not the liquor companies but the distributors that are most anxious.

"The price of 1499 yuan has been implemented for a few years, and it should be moved." A dealer who did not want to be named said that the current business is frightening. It is obviously a serious business, and sometimes it has to be secretive.

On the one hand, the price of Moutai in the market has risen and fallen with the market. On the other hand, Moutai will strictly regulate the price, and they are afraid of losing their status as a distributor.

  In addition to the price adjustment actions of other liquor companies before the peak season, which stimulated further increases in Moutai's terminal market prices, "seeing the rise and hoarding goods" has also become a habit of wine merchants.

Coupled with Moutai's capacity problems, even if there is no stockpile situation, it is difficult to meet the market.

Because Maotai and other sauce wines are aged for 5 years when they leave the factory.

That is to say, the output of Moutai in 2020 is determined by the production capacity in 2015.

  There are constant expectations of Maotai's price increase.

On September 12, a picture rumored to be a "Moutai price increase" document was circulated on social media.

A reporter from the Beiqing Daily learned that the official statement of Moutai said that this document is not a real document, and that the news that Moutai increased its ex-factory price is false.

Text / reporter Zhang Xin

  Photo courtesy/Visual China