Moutai in Guizhou (600519. SH) has been implementing a "unboxing order" for more than half a year, and is changing.
Recently, it has been reported that Moutai will cancel the "unboxing order" policy, and Pumao is not included.
On October 25, red star capital bureau called dealers in Many Places in Moutai, and some dealers said that they had received a notice of canceling the "unpacking order" and had not yet been implemented; some dealers reported that they had not yet received relevant notices.
It is worth noting that some dealers said that the cancellation of the "unpacking order" also includes Feitian Moutai.
Following the cancellation of the "booking and buying wine" activity of Moutai International Hotel a few days ago, Moutai canceled the implementation of the 296-day "unpacking order" policy, which was interpreted by the market as a firm determination to suppress terminal market prices after Ding Xiongjun, the new chairman of Guizhou Moutai, took office.
Moutai cancels "unboxing order"
Some dealers said that including "Feitian Moutai"
Recently, it has been reported that Moutai will cancel the implementation of the 296-day "unboxing order" policy, which is not included in Pumao. As soon as the news came out, it caused heated discussion in the liquor circle.
On October 25, Red Star Capital Bureau asked the Guizhou Moutai Securities Department for confirmation of the matter, and the other party said it was not clear. Subsequently, the Red Star Capital Bureau called dealers around Moutai and some dealers said that they had received a notice to cancel the "unboxing order" and had not yet been implemented; some dealers reflected that they had not yet received relevant notices.
A Moutai dealer in Shanghai told Red Star Capital Bureau that some moutai products in 2021 have canceled the unpacking order, including the zodiac wine series. However, the dealer also said that the sales price of the original box and loose bottle has remained basically unchanged.
It is worth noting that some dealers said that the types of cancellation of the "unpacking order" also include Feitian Moutai. A Moutai dealer in Beijing told Red Star Capital Bureau: "The cancellation of the unpacking order refers to feitian Moutai, but the wine that is not unpacking has not yet arrived, and it is expected to arrive in the near future." Another Moutai dealer in Beijing holds the same view.
Red Star Capital Bureau learned from the above two Beijing dealers that the non-unpacking Feitian Moutai, such as the 53 degree 500ml Feitian Moutai and the 53 degree 500ml boutique Moutai in 2020, the current terminal sales price of the original is between 3900 yuan / bottle - 4200 yuan / bottle.
In addition, some Moutai dealers in Shanghai, Chengdu and other places said that they had not yet received a notice to cancel the "unboxing order". Some insiders said that Moutai's policy of canceling the "unboxing order" may not have been fully implemented, and the time of policy transmission in various regions is also different.
After the "unpacking order", the carton rose to 500 yuan a piece
The price of Feitian Moutai did not fall but rose
Moutai's "unpacking order" began in January 2021, when it was on the eve of the Spring Festival, Moutai increased its efforts to control prices and stabilize the market, and launched a "unpacking order".
Moutai sales company stipulates: "From January 1, 2021, the Moutai store system will be 80% of the Feitian Moutai wine unpacking and selling at the price of 1499 every month, and the manufacturer will check the situation of unpacking and selling and the number of boxes in the store from time to time, if the number of boxes is found to be not up to standard, the distillery will make corresponding penalties to the distributors." ”
Half a month later, Moutai increased the proportion of unpacking from 80% to 100%.
Moutai said that the "unpacking order" is to control the price and stabilize the market. In addition to unpacking sales, Moutai has also introduced policies such as canceling the online "rush to buy" threshold and announcing that all Moutai liquor that can be sold in 2020 will be put on the market to achieve inventory clearance.
However, after the implementation of the "unboxing order", the Moutai wine market has become more and more crazy, the whole box of Feitian Moutai has become a "scarce product", and the carton of Moutai wine has become a new hot spot of speculation.
According to the China Securities News China Securities Network, during the Spring Festival in 2021, there are channels for selling Moutai wine cartons, and the price of a 2020 Moutai wine carton is 500 yuan, and the price of ordinary cartons of the same specification is only 3 yuan each.
According to the Changsha Evening News, by August 27, other series of Moutai liquor also began to implement the "unpacking policy". Earlier, Li Jingren, deputy secretary of the party committee of Moutai Group, said that the company will conduct a comprehensive study and judgment on the duration of unboxing sales in combination with the actual market. Moutai wine unpacking and sales is to minimize the circulation link, guide the opening of the bottle consumption, and maximize the protection of consumer drinking needs.
But in fact, the "unboxing order" did not cool the fiery Moutai. Data show that since January this year, the price of Feitian Moutai series of wines has risen, such as the price of 53 degrees 500ml Feitian Moutai loose bottles in 2021 rose by 440 yuan, an increase of 15.60%; in 2021, the price of the original box of 53 degrees 500ml of Feitian Moutai rose by 1040 yuan, an increase of 27.37%; in 2021, the price of the original box of 53 degrees 500ml of fine Moutai rose by 220 yuan, an increase of 5%.
Just stopped Moutai Hotel "booking room and buying wine"
Moutai's "dual-track price system" is still controversial
All along, the liquor products produced in Moutai in Guizhou have actually formed a "double-track system of price" in the circulation process. Taking 53 ° Feitian Moutai Wine (hereinafter referred to as "Feitian Moutai") as an example, its terminal guidance price is 1499 yuan / bottle, but the market price has been hovering at 3000 yuan / bottle for a long time.
The "price dual-track system" has made Moutai controversial and has also spawned a lot of chaos.
On September 16 this year, Red Star Capital Bureau exclusively published an in-depth investigative report entitled "The Transaction of Money and Power? The secret of Guizhou Moutai International Hotel: making money while asleep" has aroused widespread concern about Moutai International Hotel.
According to an investigation by the Red Star Capital Bureau last month, it is often difficult for ordinary travelers to book a room at the hotel, and some local chaos has also arisen. For example, if you want to stay in the hotel, you need to give the "scalper" 800 yuan - 1200 yuan / day / room "benefit fee", this money or flow to the hotel employees, or flow to the "leader" of Moutai Company.
This month, Guizhou Moutai said that from October 12, guests staying at Moutai International Hotel no longer enjoy the qualification to buy 53 degrees of Feitian Moutai wine for 1499 yuan, such as eating in the hotel can still buy a bottle for drinking, but must be opened on the spot, and the bottle needs to be returned after drinking.
Today, Moutai or cancel the implementation of the 296-day "unpacking order" policy, which has also been interpreted by the market as a firm determination to suppress terminal market prices after Ding Xiongjun, chairman of Guizhou Moutai, took office. At the previous shareholders' meeting, Ding Xiongjun said that the reform of the marketing price system must be changed, the direction of reform should be based on the principle of the market, and efforts will be made to standardize the original channels, explore the development of new retail channels, optimize the brand price system, and strive to return Moutai wine to commodity attributes.
Xiao Zhuqing, a Chinese consumer goods marketing expert, once told Red Star Capital Bureau that for Moutai, cost and supply and demand are the two major factors affecting prices, and under the premise that costs are unchanged, adjusting supply and demand is the most effective means to adjust prices.
"Moutai previously unpacking and selling damaged the rights and interests of consumers and violated product quality standards, and now canceling the unpacking order for some liquor is a legal and compliant act." Xiao Zhuqing further said.
Red Star News reporter Yu Yao Qiang Ya Milling
Responsible editor Ren Zhijiang Editor Yang Cheng
(Download Red Star News, there are prizes for the newspaper!) ）
