A month ago, the flagship store of Moutai Ice Cream opened at No. 009, marking the official settlement of the Internet celebrity Moutai Ice Cream in Guangzhou.

At the same time, the official online sales channel "i Moutai" APP was also opened, which also means that if Guangzhou consumers want to eat authentic Moutai ice cream, there are two formal channels to taste in the physical store and place an order in the official APP.

The high price of the ice cream and the high official delivery fee caused a heated discussion.

A month later, a reporter from the Yangcheng Evening News discovered the "third" channel—a number of takeaway stores started purchasing business, and the price was about twice the official price.

　　Purchasing shops hide in takeaway kitchens

　　The Maotai ice cream sold in the flagship store mainly comes in three flavors: Classic Original (75g), Green Plum Boiled Wine (75g), and Vanilla (75g). The unit price ranges from 59 yuan to 66 yuan.

The reporter searched for the word "Moutai Ice Cream" on the takeaway platform, but found several stores such as "Moutai Ice Cream (Tianhe Store)" and "Moutai Ice Cream (Yuexiu Store)".

When opening these business pages, all their products are Moutai ice cream, and content such as Moutai's corporate culture and photos of Moutai's official flagship store are added as endorsements.

　　Entering the business page of “Maotai Ice Cream (Yuexiu Store)” with the highest sales volume, you can still see the evaluation of the fried chicken dishes in the store a month ago in the user evaluation office.

It has only been a month since Moutai Ice Cream came to Guangzhou, which shows the rapid "transformation" of the fried chicken restaurant.

　　Tianyancha shows that the small stores of these takeaway platforms have different business scopes, and even bake bread and tea.

Most of the operators of these small stores are the operators, legal agents or shareholders of several stores at the same time, and even some of the other stores operated by individual operators have had food safety disputes with consumers.

　　In terms of price, the price of Moutai ice cream in most takeaway stores is more than 100 yuan, far exceeding the price on the flagship store and the "i Moutai" APP.

Among the most expensive, a single box of Maotai ice cream with green plum boiled wine is priced at 128 yuan, more than double the official price of 59 yuan.

However, it can be seen in the sales records that the high-premium ice cream of 128 yuan does not seem to lack an audience, and the monthly sales of many stores range from dozens to one hundred.

　　At about 12 o'clock noon, the reporter went to Huangpu Avenue to look for the address of "Maotai Ice Cream (Tianhe Store)", but did not find the store of this purchasing store.

At this address is a row of kitchens that are making all kinds of takeaway meals in full swing, and takeaway boys in yellow clothes come in and out.

　　The premium mostly comes from the platform and the cold chain

　　Why do takeaway platform daigou stores have such a high premium?

After inquiring about the store, the reporter learned that the platform deduction is an important reason for the high price.

For Moutai ice cream priced at 128 yuan, the platform deducted more than 20 yuan.

In addition, the high cost of storage and transportation of ice cream is also a reason.

　　The emergence of high premiums in daigou stores is also inseparable from the impact of the high official distribution fees of Moutai Ice Cream.

The reporter asked and found that the physical flagship store does not provide takeaway service, and consumers can only enjoy door-to-door service in the form of "running errands"; while on the "i Maotai" APP, you can enjoy free delivery if you purchase 12 cups or more. The delivery fee for each order under 12 cups is 35 yuan.

　　At the scene of Maotai Ice Cream's physical store in Guangzhou, the reporter met an errand boy who came to buy.

According to reports, the person placing the order is located near the Zhongshan No. 1 interchange, and the errand cost is about 12 yuan.

From the map software, the riding distance of the electric vehicle is about 2.6 kilometers and it takes about 13 minutes.

　　From the address of the physical store of Moutai Ice Cream, where the land and money are expensive, and its price far higher than that of conventional ice cream, it can be found that the sales target of Moutai Ice Cream are people who have certain spending power and are not so concerned about cost performance.

In this way, for the customers of Moutai ice cream, the direct sales of the takeaway platform is more convenient and easier to remember than other official sales methods, which explains why many people still choose to buy at a high premium.

　　However, Moutai Ice Cream has also noticed the limitations of its development due to high delivery fees.

From 9:00 to 24:00 on August 20th, Moutai Ice Cream will launch free delivery for a limited time. During the event period, ordering and purchasing Moutai ice cream on the i-Moutai platform will get free delivery (excluding timely delivery).

In the not-too-distant future, will Moutai Ice Cream maintain high delivery fees and allow high-priced daigou shops to continue to exist, or will it take the initiative to enter the takeaway platform and change from "limited-time free delivery" to "free delivery fee"?

We will wait and see.

　　Yangcheng Evening News reporter Cheng Xinghuan Hang Ying Xu Zhangchao intern Xiao Jinlan