Liquor sales in the Spring Festival season Moutai heavy volume "stabilize the market and price"
During the Spring Festival of Moutai, the market supply will exceed the same period in 2020, and maintaining price stability has become the focus of the market
From the recent 2020 performance forecasts of famous liquor companies, it is not difficult to see that the impact of the new crown pneumonia epidemic in 2020 on the leading liquor companies is relatively small, and the performance of these liquor companies continues to grow.
The Beijing News reporter learned during the visit that with the 2021 Spring Festival liquor consumption peak season, both consumer and institutions are mostly optimistic about the promotion of the Spring Festival sales of famous liquor products.
Especially in the high-end liquor sector, many famous liquor brands released pre-holiday sales to the market "good start" news, making liquor companies' Spring Festival sales policies and specific trends once again become the focus of the pre-holiday consumer market.
Moutai has started the battle of “stabilizing the market and price” since New Year’s Day. The Moutai sales company recently issued a work plan for the sales of Moutai during the New Year’s Day and Spring Festival in 2021. With the “two-step” launch plan, the market will make Moutai 2021 The results of the dynamic sales in the first quarter are quite anticipated to ensure the stable and reasonable distribution of Moutai in the terminal market before the Spring Festival.
More importantly, in this "battle" to ensure that end consumers can truly drink Moutai, consumers are also expecting to a certain extent to curb the continued increase in the price of Moutai by various speculators.
Concentrate on supply before the holiday
What is a "two-step" plan?
Satisfying the consumer demand for Moutai in the terminal market and improving the wine purchase experience and consumer satisfaction are the core.
Based on this, the first step is to sell 100% of Moutai in 2020 before January 1; the second step is to focus on before the Spring Festival, and before February 11, 100% of Moutai will be delivered in January and February of 2021. Sales, to be sold out, no inventory is left.
Guaranteeing 100% sales is the key to the above plan.
To this end, at the end of December 2020, Moutai began to pay attention to the sales trends of Moutai in various provinces and regions, and urged all distribution units to strictly implement 100% sales plans.
Judging from the feedback from Moutai, with the good cooperation of the manufacturers, the first step of the sales plan has been completed on time. All the distributors have put all the planned volumes of Moutai on the market for 2020 before New Year’s Day, and the inventory is cleared. The current focus of work has been Focusing on the second step, Moutai's goal is to ensure that liquor sales are available every day before the Spring Festival.
In order to ensure that the goal is achieved, it is necessary to increase the amount of Moutai liquor to support.
Public information shows that the market supply of Moutai during the Spring Festival in 2021 will exceed that of the same period in 2020.
Judging from the launch situation on New Year's Day and the Spring Festival in 2020, Moutai has implemented the Moutai launch plan for the first quarter of 2020 in advance, and has released about 7,500 tons of Moutai to distributors, self-operated companies, supermarkets, and e-commerce channels.
This also means that the amount of Moutai before the Spring Festival in 2021 is expected to exceed this number.
In fact, the increase in Moutai's investment has begun to take shape since December 2020.
Take Tmall Supermarket as an example. The e-commerce platform reported the release of 400,000 bottles of Moutai in early December, and thereafter launched multiple rounds of Moutai purchase activities in different periods; Suning.com also released 500,000 bottles of Moutai in early December. To meet consumers’ demand for pre-holiday wine purchases; Carrefour’s channel announced that it would increase the volume of 290,000 bottles of Feitian Moutai; China Resources Vanguard’s volume of Moutai exceeded 100,000 bottles during the welcome event from December 25 to 27; At the beginning of December, it was also announced that online JD supermarkets and offline JD Qixian stores will open omni-channel Moutai monthly supply, and more than 600,000 bottles of Feitian Moutai will be placed online and offline.
While e-commerce and supermarkets’ various purchases of Moutai have attracted attention in the market, Moutai also revealed that this year it will adopt non-balanced supply and carry out logistics and distribution in the order of key markets, medium markets, and small markets to achieve “precise delivery”. ".
Reverse market chaos
Increasing the efforts to increase the volume, the distribution unit does not keep inventory, once again demonstrated Moutai's determination to continue to "stabilize the price and stabilize the market" in 2021.
In the eyes of industry insiders, this is inseparable from the market chaos that still exists in the Moutai terminal market and the high terminal prices.
Although the large-scale heavy volume has avoided the rapid rise of Moutai terminal prices before the Spring Festival peak season, Moutai realized that the price chaos in the market and the repeated prohibition of "scalper" reselling still exist widely. .
Gao Weidong, Secretary of the Party Committee and Chairman of Maotai Group and Chairman of Maotai Co., Ltd., also pointed out at the Moutai 2020 National Distributors Association that high-priced sales, stockpiling, and scalper reselling are "managed" by the Moutai market. An important part of the level to be improved.
The "100% out of the box" new regulations that have recently sparked heated discussions on social platforms are an important manifestation of Moutai's promotion of the "management" level of the Moutai market before the holiday.
Moutai requires that all distribution units increase the proportion of Feitian Moutai unpacking sales, and the proportion of unpacking sales must reach 100%, with 100% carton retention.
Some people in the industry believe that, on the surface, as a supplement to Moutai's 100% sales plan, Moutai's unpacking sales policy directly points to the intentional hoarding of wine that may exist in the terminal market and pushes up the price of wine.
Looking deeper, Moutai's quantitative unboxing policy is expected to further alleviate market concerns about the imbalance between Moutai's supply and demand.
It can be said that Moutai has come to a critical moment to control the market trend, and stable prices and markets determine whether Moutai can achieve high-quality development during the 14th Five-Year Plan period.
Recently, the provinces and regions of Moutai have also stepped up their efforts to check the sales dynamics of Moutai before the holiday, and conduct thorough investigations on key information such as arrival volume, sales volume, sales price, and customer files.
Moutai also signed a 2021 contract and a "two-section" sales commitment with its distributors to eliminate six behaviors including "hoarding stocks, driving up prices, false transactions, bundling, transferring sales, and unclear sales".
Taking Henan Province as an example, on January 4, 2021, 11 inspection teams conducted a second round of review of 115 dealers across the province, and implemented key supervision on specialty stores and special dealers with a large market plan. Collect and report on-site information and report to Moutai Sales Company.
According to the person in charge of Beijing province, the sales requirements of Moutai this year are more detailed, but dealers have more understanding and support. Beijing province has conducted comprehensive inspections twice and is currently conducting inspections on key markets.
In its research report, Bank of China Securities commented on Moutai’s inspection measures and unboxing sales measures. It also pointed out that the mandatory requirement for dealers to unbox sales may curb the demand for Spring Festival gifts in the short term, but it can promote the increase in real bottle-opening consumption. And reduce the proportion of investment and collection needs, reducing long-term business risks.
Due to the higher profits of Moutai channels, unboxing sales will not affect channel confidence.
Overweight services help "stabilize the market"
Bank of China Securities also judged that Moutai has the motivation to achieve a "good start" in the Spring Festival of 2021.
In the context of repeated epidemics across the country, Moutai Spring Festival sales are still worth looking forward to, and may become a highlight of the 2021 Spring Festival in the liquor industry.
It is reported that due to the new crown pneumonia epidemic, Moutai stores in high-risk areas have completely stopped selling.
While complying with the national epidemic prevention requirements and carrying out sales activities, Moutai adheres to the two-handed approach of “prevention and control of the epidemic” and “stabilizing the market and prices”, and further improves measures to serve consumers with distributors in many places.
Improving service levels has also become an important reason for the industry to remain optimistic about Moutai's sales in the first quarter of 2021.
Gao Weidong stated at the 2020 National Dealers Association that as consumption patterns continue to upgrade, "culture" and "service" have become two important engines driving development. Therefore, he insists on the innovation of culture and service concepts and builds a bridge to communicate with the public. It is also the focus of current marketing work.
Li Jingren, deputy secretary and general manager of the Party Committee of Moutai Group and acting general manager of Moutai Co., Ltd., pointed out that dealers should actively stay close to the market, take the initiative to provide considerate services, and be "cultural promoters" and "service practitioners."
Affected by this, distributors in various provinces and regions choose to directly face consumers to carry out sales and service work.
In Zhengzhou, Henan, dealers chose to display information such as Moutai’s sales volume, booking method, and wine sales rules on the day with a conspicuous billboard to solve the problem of consumer information asymmetry that may exist; in Xi’an, Shaanxi, Moutai Sales Company Shaanxi The distribution units of provincial and regional on-site service directly placed the sales points in the community, and carried out sales service activities under the premise of strict epidemic prevention measures. More than 300 people participated in the activities and sold more than 600 bottles of wine.
Industry insiders pointed out that Moutai strengthened its management and control on the one hand, and strengthened its awareness of serving consumers on the other. This is because, driven by the upgrading of market consumption, consumers' brand awareness is awakened, and enterprises can use service as the entry point for high-quality development to break away from pure prices. Strange circle, with service as product empowerment, shifts the consumer's attention from "hype products" to "experience products", and truly achieves "stabilizing the market and price."
Gao Weidong said that in light of the actual situation of the current Moutai marketing work, staying rational and clear, unswervingly maintaining stability and promoting development are the first key tasks to be grasped.
This kind of stability includes not only a stable foundation, a stable quality, and a stable policy, but also a stable market, a stable price, and a stable development. Another key task is to optimize the work strategy and make every effort to coordinate the improvement of quality and efficiency.
Actively cater to market trends, actively seek innovation and change, and complement the advantages of multiple channels.
Coordinate the development of synergy, coordinate the improvement of work level, and coordinate the coordinated development of brands.
Beijing News reporter Xue Chen, correspondent Dai Shijin