Wen | AI Finance and Economics Agency Zhang Kexin
Editor| Lu Jia
On October 23, the Shanghai Municipal Consumer Protection Commission announced the results of the pre-test 7 e-commerce platforms to make an appointment to buy affordable Feitian Moutai: a bottle was not grabbed.
It is worth noting that among the 7 e-commerce platforms, only Tmall Supermarket will announce the "expected volume of the day and the actual sales volume of yesterday", and the remaining 5 e-commerce platforms such as Jingdong, Suning Tesco, NetEase Yanxuan, Xiaomi Youpin, and Jiuxian.com only announce the number of reservations but do not announce the amount of delivery, while Hema has neither the number of appointments nor the number of statistics.
In response to the above phenomenon, many consumers suggest that the relevant departments continue to investigate the specific rules of the e-commerce platform to put affordable Feitian Maotai in depth, "The number of each release has become the secret of major platforms, and the total number of consumer reservations is hundreds of thousands, and finally a lonely one." Is there any cat grease in the end to grab Maotai? Has anyone bought Moutai directly from the inside or scalper maliciously snapped it up? The platform should not only disclose the daily release quantity, but also announce the daily specific rush to buy to prevent scalpers from stir-frying wine. ”
In this regard, AI Finance and Economics inquired about the above-mentioned platforms in turn to buy the interface, and found that in fact, there were problems with the "Moutai Release Announcement" of Tmall Supermarket, while other platforms were basically consistent with the shanghai Municipal Consumer Protection Commission.
Tmall supermarket rush rules for every night 8 pm, before which Tmall supermarket will announce "today's expected delivery" and "yesterday's actual sales", but AI Finance and Economics found through comparison of the data of the past two days that on October 24, Tmall supermarket predicted "expected to put 1,000 bottles", but the actual transaction was only 549 bottles. In the case of tens of thousands of people booking on various e-commerce platforms, this data can obviously only show that the volume of Tmall supermarket on October 24 did not reach 1,000 bottles. On October 25, Tmall Supermarket announced another 1,000 bottles.
(Screenshot from Tmall Supermarket)
As of press time, Tmall Supermarket did not respond to this matter, and Tmall Supermarket Moutai release announcement page also has small characters indicating, "The above data is for reference only, and the actual amount of Tmall Supermarket retains the final interpretation right." ”
AI Finance and Economics contacted the above-mentioned e-commerce platforms on this matter and asked Guizhou Moutai about the quota given to each platform every year and the specific delivery plan. Among them, Tmall Supermarket said that "this matter involves the details of specific commercial cooperation and is not convenient to disclose", and other platforms also said that it is inconvenient to reply. At the same time, AI Finance and Economics also sent an interview outline to Guizhou Moutai on related matters, and as of press time, it has not received a reply.
In recent years, the retail price of Feitian Moutai market has been high, and the huge price difference between it and the guide price has bred a large number of scalpers and "fried wine parties", which has seriously affected the market. In order to reduce the increasingly aggravated phenomenon of "fried wine" in the market, Guizhou Moutai decided to control terminal prices and alleviate the contradiction between supply and demand by expanding direct sales channels.
In 2016, Guizhou Moutai disclosed direct sales data for the first time in the financial report, when the company's total annual direct sales did not exceed 2,000 tons. Since then, Guizhou Moutai has successively cooperated with large supermarkets such as China Resources Vanguard, Wumart, RT-Mart, and e-commerce platforms such as Tmall, JD.com, Suning, etc., and by the end of 2020, the company's total direct sales have doubled, approaching 4,000 tons.
But even if the total amount of direct sales in Guizhou Moutai is increasing year by year, for consumers, the parity Moutai is still "difficult to find a bottle", "just like the lottery, you never know how many special prizes there are, or whether you can draw a prize." Some consumers told AI Finance and Economics. Previously, there were many direct sales platforms in the market that set thresholds for snappers, or match sales and other chaos. Behind these chaos, the terminal market price of Feitian Moutai has also soared from 1500 yuan in 2017 to 3000 yuan today.
Should each e-commerce platform disclose the daily delivery data and specific rush purchases? Cai Xuefei, an analyst in the wine industry, told AI Finance and Economics, "This issue is very delicate. Feitian Moutai has long been in short supply and demand, and has long become a business for scalpers to seek huge profits, which also makes it difficult for a large number of consumers to buy affordable Moutai. From this point of view, if the enterprise is willing to cooperate with the e-commerce channel to announce the quantity, it can control the rush to a certain extent. If the situation of scalpers maliciously snapping up wine is not solved, even if the data is publicly released, the value is not great. ”
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