Before the Spring Festival, 1499 yuan a bottle of Moutai is hard to find. The


   reporter found that the spot in the store has risen to 2,800 yuan a bottle.

  As the Spring Festival approaches, Moutai’s policy of controlling prices and stabilizing the market has been frequent. First, 100% unboxed sales, and then canceled the threshold of online members to "rush to buy".

A reporter from Beijing Youth Daily visited the market on February 2 and found that although the 1,499 yuan Moutai was full of shelves in cooperative supermarkets, it was more difficult to buy a bottle at this price than before.

  E-commerce platform is not a paying member can grab

  On January 31, it was reported that all online and offline Moutai retailers were not allowed to set consumption restriction thresholds or "member purchases only" for the 53-degree Flying Moutai at a parity of 1,499 yuan.

  A reporter from Beijing Youth Daily logged onto the Jingdong platform on February 1 and found that when he made an appointment to buy 1499 Feitian Moutai, he clicked the appointment button and no longer popped up a prompt for plus membership, but directly completed the appointment.

  In Suning, although the most convenient way to enter the page where you want to buy cheap Moutai on February 1st is through the super member interface, you are no longer required to be a member or a super member when you make an appointment. Please indicate that as long as you pass real-name authentication. .

Suning confirmed to the Beiqing Daily reporter that from February 1st, all Suning Tesco real-name authentication users can make appointments and snap up Moutai within the time frame displayed on the page.

  In addition, offline sales channels such as Metro, Wumart, and Carrefour still require certain thresholds, such as three-month shopping records and certain supermarket points.

However, Beiqing reporter noticed that these requirements have been lower than the thresholds of some supermarkets last year. For example, the requirement of a certain amount of shopping is cancelled and the amount of points to be paid for redemption has been reduced.

  In January, the Moutai manufacturer required distributors to sell 100% of the 500ml Feitian Moutai out of the box and keep 100% of the cartons.

Previously, Moutai had issued a new channel regulation that stated: "From January 1, 2021, the Moutai store system will unbox and sell 80% of Moutai at a price of 1,499 yuan per month. Manufacturers will check in the store from time to time. The situation of unpacking and selling and the number of boxes. If the number of boxes is found to be below the standard, the winery will impose corresponding penalties on the dealer."

  Cheap Moutai is still "hard to find a bottle"

  On the one hand, it lowers the threshold for panic buying, on the other hand, it encourages dealers to put their goods on the market. Will Moutai's frequent action before the Spring Festival increase the volume and price control, really let more people buy Moutai?

  A reporter from the Beijing Youth Daily visited a number of Moutai specialty stores, liquor specialty stores, and some non-Moutai cooperative channel supermarkets, and all said that there is no spot of Moutai for 1,499 yuan.

  In the Carrefour supermarket that announced its cooperation with Moutai, Moutai with a label of 1499 yuan in the special container for Moutai was filled with shelves. Almost every customer who passed by would ask, but always only got the sales sentence "Don’t sell, Get grabbed online".

The same situation also appeared in Wumart supermarket.

  So, is it easier to lower the threshold to grab Moutai online?

  "Don't say I didn't grab it, I didn't have a chance to enter the second-level page." A citizen who participated in the rush to buy on the two platforms of Jingdong and Suning on February 2 said that as soon as the "Buy Now" button was lit, he kept going. Location, but except for the prompts such as "I'm sorry..." "Sorry..." and all kinds of stuck, he didn't react and the opportunity passed.

  The supply of premium Maotai market is relatively sufficient

  "1499 yuan Maotai? Long gone. Now there is a 2800 yuan bottle of Maotai in the store." A reporter from the Beijing Youth Daily saw in a Kweichow Moutai dealer store that the containers here are full of Moutai, and there are also boxes. Moutai is in the store.

"If you want less, it will be available in the next two days, but it has been selling very quickly." The store staff pointed to more than ten handbags on the ground each containing two bottles of Moutai. It's sold out to 2800 yuan.

  Although Moutai in some supermarkets has relatively sufficient volume, it just does not have the "500ml 53 degree" specification, and the price of 475ml Moutai with similar specifications is as high as 3200 yuan or more.

A similar situation also appeared in some Moutai stores.

Except for the 500ml Feitian Moutai that does not have various degrees, some 1.5L and 3L Moutai are still available, but the price per 500ml is about 3000 yuan.

  Although some liquor stores have a 500ml 53-degree Feitian Moutai, the prices are all over 2800 yuan.

More is to carefully ask the buyer's identity, and said that you can add WeChat, currently out of stock, we will notify you when the product comes.

  News watch

  "Unboxing Order" is difficult to stop "Mao is not easy"

  "People who snatch basically don't drink, and those with consumer demand would rather buy premium products." An industry insider said that the rigid demand for Moutai before the Spring Festival made many consumers not betting on "snap buying", which stimulated Moutai. The market terminal, not only the price is strong, but also not easy to buy.

  A reporter from the Beiqing Daily learned that the current purchase price of loose bottles in the Moutai market in 2021 is more than 2,400 yuan. Compared with the "snap-up price" of 1,499 yuan, a bottle has a profit of nearly 1,000 yuan, which makes the scalpers rush.

Since February 1st, many home appliance vendors have lifted the rush-buying threshold, and it may be even harder for ordinary consumers to grab the scalpers who have already had a year of experience and have plug-in blessings.

  An industry insider said that this time lowering the threshold for "buying" is not so much Moutai in order to allow more consumers to have the opportunity to buy Moutai, but rather the opinions expressed by the Consumers Association on this former Moutai purchase.

A reporter from the Beijing Youth Daily learned that the Shenzhen Consumer Protection Committee issued a document on January 27, stating that in the case of “a bottle is hard to find”, some consumers have invested in ways such as continuing to consume to upgrade membership, mass consumption to accumulate points, and use snap-up software. It takes more time and money to participate in panic buying, and there are also security risks such as online fraud.

Previously, multi-platform use of 1499 yuan Moutai to drain traffic, sell memberships, and stimulate consumption has also been criticized.

  Sure enough, the lowering of this threshold did not loosen the price of Moutai in the market.

According to public information, the price of loose bottle Moutai in 2021 has risen slightly on February 1.

In addition, under the influence of Moutai's "unpacking order", the entire box of Feitian Moutai has become a scarce product, and the wholesale price has risen to more than 3,100 yuan per bottle.

  A reporter from the Beijing Youth Daily learned that although the market has continued to crack down on Maotai scalpers and stockpile news, there are policies and countermeasures. Some scalpers have countered in the face of a stricter environment, such as "53° mineral water". "53°Wahaha" etc. refer to Moutai.

In response to the "unboxing order", there is even a page for selling Moutai cartons on the second-hand market. A cartons will be priced at 120 yuan in 2020, while a cartons of the same specification will sell for about 3.5 yuan.

  According to industry insiders, Moutai is a scarce resource in the market, and the main reason for price increases is the imbalance between supply and demand.

Judging from Moutai's current measures to increase production, the new production capacity can still supplement market demand in the future.

However, Moutai is now regarded as an investment product by the market, which has led to the difficulty of reducing terminal prices even if Moutai has recently increased market supply. This has directly led to the difficulty of alleviating the situation that it is not easy to buy Moutai.

After all, as long as there is a huge profit margin, Maotai's various measures to control prices and stabilize the market will face huge challenges.

  This group of articles / reporter Zhang Xin