Sino-Singapore Jingwei Client, February 3 (Yan Shuxin) Consumers can "grab Moutai without threshold".
It is reported that since February 1st, all online and offline Moutai retailers are not allowed to set consumption restriction thresholds or "member purchase only" for the 53-degree Flying Moutai at the parity price of 1,499 yuan.
Sino-Singapore Jingwei noted that some channels such as JD.com and Suning have revised their snap-up rules in accordance with relevant requirements.
What consumers care about is, after lowering the threshold, will they be able to grab Moutai as they wish?
New latitude and longitude in the Maotai data map. Photo by Yan Shuxin
Multi-platform lowers the threshold for panic buying
Regarding the news that retailers are not allowed to set thresholds to buy Feitian Moutai, Moutai officials have not yet publicly responded, but many platforms have modified the snap-up rules.
Sino-Singapore Jingwei noticed that on the online channel, on February 1, JD.com had released Feitian Moutai's rush-buying authority to all authenticated users. Previously, only JD Plus members were eligible for rush-buying.
The relevant person in charge of JD also confirmed to the Sino-Singapore Jingwei client, "From February 1st, JD users can snap up (Flying Moutai). Refer to the page for specific rules."
It is understood that Suning.com and Netease Yanxuan were previously limited to members' snap-up purchases. On February 2nd, they also changed the relevant rules. All real-name certified users can make an appointment to snap-up the Flying Moutai.
In the supermarket channel, on February 1, Xiamen Xiashang released the Kweichow Moutai sales plan for February 2021. If the consumption points in the first three months of the original stipulation are more than 3000 points (inclusive), you can make an appointment to purchase 2 bottles of Feitian Moutai, With 6000 points (inclusive) or above, you can make an appointment to purchase 4 bottles of Feitian Moutai. It is modified to have 4 consumptions in the first three months of the purchase. The membership registration time can be obtained before July 1, 2020. The purchase method is also changed. Earlier reservations for rush purchases have become lottery purchases, and there are no longer restrictions on consumption points.
A large supermarket in Zhengzhou also revised the rules of Feitian Moutai. From February 3, 2021, all members of the supermarket can make an appointment to purchase Feitian Moutai for 1,499 yuan, and the original purchase rules will be automatically invalidated.
Previously, if consumers want to snap up Feitian Moutai in the supermarket, they need to reach a certain consumption points.
However, there are also some platforms that have not yet modified the panic buying rules.
Sino-Singapore Jingwei has noticed that consumers who make reservations to buy Feitian Moutai on Wumart’s multipoint app still need to meet the three consecutive natural months before the purchase, and the number of multipoint US beans exceeds 2000 (specified through multipoint APP consumption) Commodity 1 yuan can get one more US beans) and other conditions.
On February 1, Wumart related staff stated to the Sino-Singapore Jingwei client that they had not received any notice to modify the snap-up rules.
On February 2, the staff of RT-Mart’s Beijing store stated that at present, consumers who purchase Feitian Moutai for 1,499 yuan still need to become RT-Mart members and meet certain consumption points in the first three months of the purchase; China Resources Vanguard also stated that it has not yet Received a notice to modify the rules of Maotai's snap-up activity.
"A bottle is hard to find" situation intensified?
So after lowering the threshold, will consumers be able to buy the 1499 Yuan Feitian Moutai?
On February 2nd, Sino-Singapore Jingwei saw on an e-commerce platform that the number of people who made an appointment to buy 1499 yuan Feitian Maotai exceeded 1 million, and the buying started in seconds.
"After the threshold is lowered, it means that more people can participate in the panic buying. With the addition of those scalpers, it is even more difficult to grab a bottle of affordable Moutai." Consumer Mr. Zhu said.
Regarding the fact that retailers are not allowed to set a threshold to buy Feitian Moutai, some netizens said, “It was difficult to grab it, but now it’s even more difficult.” “We used to face some scalpers, but now we face all scalpers.”
As the most active group in Maotai rush purchases in various channels, scalpers participate in rush purchases by renting accounts, brushing points, and using snap-up scripts and software. Compared with ordinary consumers, scalpers have a better chance of winning.
A scalper in Beijing introduced to the Sino-Singapore Jingwei client that in order to meet the qualifications of offline supermarkets, he would find someone to brush consumption points. Taking Wumart as an example, an account invested about 150 yuan, and he would get two bottles every month. Feitian Moutai's panic buying qualifications.
According to the market price, each bottle can earn nearly 1,000 yuan if it changes hands.
The scalper also said in an interview that after each platform lowers the threshold for Maotai’s snap-up purchase, he will no longer need to use consumption points. This part of the cost will be lower. From this perspective, it is good for the scalper, but for ordinary consumers , Their chances of successfully grabbing cheap Moutai may be even lower.
"I use 5 mobile phones to grab Moutai at the same time every day, and each platform can log in to 10 accounts at the same time, so that it is difficult for ordinary consumers to do it." The scalper said.
New Jingwei photo by Yan Shuxin in the data map
Can the price cool down?
Moutai has entered the Spring Festival sales season. Although Moutai has adopted a variety of price stabilization measures, including increasing the volume before the Spring Festival and requiring dealers to unpack and sell 100%, the market price of Feitian Moutai remains high.
On February 2, Sino-Singapore Jingwei visited and found that Feitian Moutai in many tobacco and liquor stores in Beijing generally sells at around 2,800 yuan per bottle, and most of them are out of stock, but there are also stores that offer as high as 3,400 yuan per bottle; and The scalper recycling price ranges from 2,400 yuan to 2,600 yuan.
The above price is at least 900 yuan higher than the Feitian Moutai retail guide price of 1499 yuan per bottle.
"Reducing the threshold for panic buying, including measures such as Moutai forcing dealers to ship some time ago, can be said to improve Moutai's circulation efficiency and make up for the market supply gap during the Spring Festival consumption season. These measures may alleviate Feitian Moutai's shortage to a certain extent. The status quo of high prices." Liquor industry analyst Cai Xuefei said in an interview with the Sino-Singapore Jingwei client.
Xiao Zhuqing, a liquor marketing expert and director of Sichuan Fengqiuhuang Investment Management Co., Ltd., also believes that Moutai retailers may lower the threshold for panic buying or stabilize market prices in cooperation with Moutai.
However, in his view, the effect of this measure on the market price of Feitian Moutai is minimal.
"At present, the rigid demand of Moutai on the market consists of self-drinking consumption and business consumption. The fundamental reason for the soaring price of Feitian Moutai is that supply exceeds demand." Xiao Zhuqing said.
According to data disclosed by Wu Mart, in January 2021, the number of people on the platform that met the Maotai snap-up rules was as high as 1,353,200, while the planned distribution of 53 degrees 500ml Feitian Maotai during the same period was only 1,515 bottles.
Data shows that in December 2020, the probability of buying 53% 500ml Feitian Moutai on this platform is only 0.71%.
"Only by further expanding the supply of Moutai can it effectively alleviate the problem of high prices." Xiao Zhuqing said.
(Zhongxin Jingwei APP)
All rights reserved by Sino-Singapore Jingwei. Without written authorization, no unit or individual may reprint, extract or use in other ways.