Chinese New Year wine purchases identify high-end liquors with mixed information the
peak season is approaching, and Moutai is trapped in an "information whirlpool"; the reporter's investigation found that no large-scale price fluctuations have occurred
As the Spring Festival is approaching, consumers must purchase high-end liquor from formal channels and ask for formal bills.
Photo by Xue Chen from Beijing News
Recently, a news that "the Shanghai regional market supervision department severely cracked down on Moutai's price increase sales, and the price exceeded the guide price of 1499 yuan will be confiscated and fined. Many liquor stores and supermarkets have removed Moutai" news detonated the Internet.
The news also showed that some wholesalers called the action "Moutai and local businesses to jointly crack down on price increase sales."
On January 27, a reporter from the Beijing News interviewed the Shanghai Municipal Market Supervision Administration. The staff who answered the phone said, “We are also verifying this matter.” Red Star News subsequently reported that the Shanghai Municipal Market Supervision Administration had responded to it. , "This news is untrue. It is currently being reported and will be released later."
In addition, as a "star" in the field of liquor, Moutai ushered in a wave of market attention before the Spring Festival, followed by "a number of Moutai dealers being investigated" and "Maotai appeared on a large scale. "Moutai must be sold in tie-in, a bottle of water and a bottle of wine is 2800 yuan", "If you can't buy a full box of Moutai, a box of Moutai will cost 200 yuan", "The price of Moutai is about to collapse", etc. Difficult to distinguish between true and false news.
A reporter from the Beijing News recently interviewed people from various parties and visited the Beijing market to understand the current situation of the Moutai market.
Diverse market information
"Is the Shanghai news true or not?" In a certain Feitian Moutai discussion group joined by a reporter from the Beijing News, this has become the most common question in the past two days.
In addition to the news in Shanghai, there is also a recent news about the Hangzhou market supervision department's determination that individuals have recycled Moutai and resold it as "trademark infringement". Since then, the Hangzhou market supervision department told Red Star News that this is false news. In fact, the reason why this case was considered "trademark infringement" was because the products sold by the persons involved were fake alcohol.
On December 24, 2020, the State Administration for Market Regulation issued a notice on strengthening market price supervision during the New Year’s Day and Spring Festival in 2021.
In the notice, the State Administration for Market Regulation requires all localities to strengthen price monitoring and early warning, pay close attention to market price trends; strengthen supervision in key areas: "New Year's Day and Spring Festival coincides with the peak season for famous liquor sales, and market supervision departments at all levels should pay close attention to Moutai, etc. The price behavior of famous and high-quality liquor-related enterprises has increased the inspection of key enterprises, key links and key commodities."
Industry insiders said that now Moutai has become a hot-selling product, and hoarding Moutai has become a profitable method for some speculators. Strengthening supervision will help curb the hype of Moutai.
The Beijing News reporter also learned from Moutai that Moutai had previously organized members to conduct market inspections throughout the country for market work during the New Year's Day and Spring Festival "two festivals".
With the help of full coverage and frequent supervision, put an end to reluctant sales, transfer sales and high-priced sales.
Some people close to Moutai pointed out that the pre-holiday inspections launched by Moutai are more to restrict its own market terminal supply system.
In the previous work plan for Moutai market sales during the 2021 New Year’s Day and Spring Festival, the Moutai Sales Company proposed to sell 100% of Moutai’s arrival volume in January and February 2021 before February 11. Keep inventory.
Moutai also 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.
The industry’s point of view is that Moutai’s out-of-box sales policy directly points to deliberate hoarding of wine, pushing up the price of wine, and using this to discourage scalpers.
Some consumers also told reporters that some scalpers he knew said that they have been more cautious about recycling Moutai recently.
Some scalpers who have Moutai in their hands are also very anxious, not only because of the signals of tightening supervision from various sources, but also because of the reduction of digestive channels.
Market retail tends to be cautious
At the same time, a reporter from the Beijing News visited Daxing District and Fengtai District in Beijing and learned that many tobacco and liquor store owners had heard rumors from the Shanghai area before, but they have not encountered any personnel who actually checked the door.
However, some tobacco and liquor store owners are more vigilant towards people who come to consult the price of Moutai.
In a tobacco and alcohol wholesale shop near Caihong New Town in Daxing District, when the reporter saw Feitian Moutai products displayed on its shelves and asked about the retail price, the owner emphasized: “You must be sure to buy the wine before you talk about the price. Don’t talk to me if you don’t buy it, and I won’t mention it to you here."
The same situation also appeared in many smoking hotels.
The reporter did not get a quote from the owner of a medium-sized tobacco hotel in Fengtai District, and said, "I don't know the price when I should buy it?"
The shop owner said: "Then you can ask more and come back when you are sure."
Consumers familiar with the market told reporters that this situation is not surprising. On the one hand, these small-scale retailers do not have many sources of goods, so they generally only supply familiar customers; on the other hand, there are many rumors about inspections in the market. Many small businesses choose low-key response to price issues in the case of poor information.
Under various news, have some terminal retailers on the market have removed Feitian Moutai on a large scale?
According to a series of media reports on the Shanghai market, many businesses in Shanghai have chosen to remove Feitian Moutai.
However, as far as the area visited by the reporter, there is no large-scale removal of Feitian Maotai.
Even merchants who refused to provide reporters with the price of Feitian Moutai in the store, Feitian Moutai was displayed in an extremely conspicuous position in the store.
In addition, the reporter also visited some commercial and supermarket channels.
The reporter saw in many Hema Xiansheng stores in Beijing that the purchase of Moutai requires a prescription at the service counter, but the 53° Feitian Moutai is out of stock. There is only one boutique Moutai priced at 4,099 yuan and 43° Feitian Moutai. Sale.
The service staff told reporters that in the past few days, 53°Flying Maotai has not been in stock, and I don't know when it will be available.
The 53-degree Feitian Moutai in the Puhuangyu Wumart store is normally supplied, and it also continues the previously prescribed means of snapping up.
The service staff told reporters that as long as they are eligible for purchase, they can snap up purchases on the multi-point app at 9 am every day.
The execution date for Wumart’s appointment to snap up the 53-degree Flying Moutai will last until June 30.
Except for Wumart, all channel vendors that are currently qualified to sell Feitian Moutai can make reservations for snap-up purchases.
In addition, a dealer in Beijing also released a 1499 yuan Flying Moutai pre-ordered purchase event through the WeChat public account and mini program. The dealer suggested that all scalpers found that the scalpers would refuse to sell.
However, some consumers who participated in the rush to buy told reporters that outside the dealer's offline pickup store, there are still scalpers "receiving" from consumers.
No large-scale fluctuations in prices
The price of Feitian Moutai is also the most widely rumored area.
There are rumors that the current speculators dare not sell alcohol, buyers dare not buy alcohol, the market vitality declines, and the price of Feitian Moutai is about to collapse; while another group believes that all people are reluctant to sell, especially Moutai 100% out of the box. After the sales order is issued, the next step will further boost the price of Moutai terminals.
From the actual visits, the current terminal market Moutai price has not "crashed", nor has it continued to rise, but the price of 53% new Feitian Moutai loose bottles in some retail channels has been slightly lower than before. The price is still high.
From the perspective of the industry, Moutai’s quantitative unboxing policy is expected to further alleviate market concerns about the imbalance between Moutai’s supply and demand, and to a certain extent prevent Moutai’s price in the terminal market from being further increased before the Spring Festival, which is in line with Moutai’s hope to stabilize the market. Original intention.
■ Consumption reminder
Buy high-end liquor and keep a good consumption certificate
In recent years, high-end liquor has been highly sought after.
However, the complex terminal retail market and sources of consumer information are chaotic.
In this regard, wine marketing expert Cai Xuefei reminded consumers that when the Spring Festival is approaching, consumers must purchase high-end liquor from formal channels and ask for formal bills.
Especially for some well-known products, such as Feitian Moutai, Crystal Wuliangye, etc., they are selling well during the Spring Festival and their prices are relatively strong. Consumers should not buy them cheaply to prevent damage to their own interests.
Many consumers also know that formal channels are more secure than ordinary tobacco and liquor stores or online businesses.
However, it is often difficult for consumers to snap up products such as Feitian Moutai, which are in short demand, so high-priced purchases have arisen.
In this case, Cai Xuefei said that if these consumers who must buy are indeed in need, they must keep the relevant bills, or they can directly find the manufacturer's customer service and purchase related products under their guidance.
Ouyang Qianli, a researcher in the beverage industry, also made a similar reminder to consumers.
Ouyang Qianli said, choose official channels or trustworthy channels, such as specialty stores, authorized stores; at the same time, in addition to requesting invoices and receipts, you must record the production date and other information when buying; also, when buying high-end drinks, you must not be "greedy "Inexpensive", we must look for mainstream products produced by major wine companies.
Written by this edition / Beijing News reporter Xue Chen