Poster News Reporter He Hui, Li Yifang, Zhang Jiawei reported from Jinan
The price of alcohol products, especially liquor, has always had many problems such as large price differences between different channels of the same product, high-end brand markup and pick-up, and excessive gap between the scan price and the actual price. Recently, the reporter of the public network poster news (report email: [email protected]) found in the interview process that the liquor with a large gap between the scan code price and the actual selling price is mainly third- and fourth-tier brands and new brands, and insiders said that most of these liquor are OEM products, with a wide variety and low body cost. And high-end products such as classic models of a well-known brand often have to be bought at a large price increase on the basis of official pricing because they do not worry about sales, and it is not easy for ordinary consumers to buy at official prices.
Scan code price nearly 10 times more than the selling price "very normal" Industry insiders said that some wines are not worth much before packaging
The problem of the large gap between the price of liquor scanning and the actual price has repeatedly attracted the attention of the industry, which can be called an old problem in the chaos of the domestic liquor industry. Even if more and more consumers begin to realize that the scan price is often "tricky", the scan price has always existed.
When the reporter visited a liquor distribution store on Heping Road in Lixia District, Jinan, in the name of receiving liquor from the purchasing company, he proposed to know about some liquor whose scanning price was higher than the sales price. The owner recommended two sauce liquors from Guizhou. The reporter scanned the barcode on the packaging box with his mobile phone and found that the scan price of the sauce fragrant wine was 998 yuan / bottle, and the boss said that the price of this wine was 280 yuan, and the scan code price was more than 3.5 times the actual selling price; another liquor with a scan code price of 1099 yuan was actually sold for 600 yuan.
In a large wholesale market in western Jinan, the reporter found that the packaging scanning price was more inflated. In a number of liquor wholesale stores, there is a sauce liquor called "Golden Sauce", one of which is a Golden Sauce Guijiu (53 degrees) with a scan price of 698 yuan and a market sales price of 120 yuan; Another golden sauce jade liquid with a scan code price of 988 yuan is actually sold for only 100 yuan per bottle, and the scan code price is almost 10 times the selling price.
For the reason why the difference between the scan code price and the market sales price is so large, a seller in this large wholesale market explained: "The offline sales price is more realistic, if you buy online, manufacturers often engage in buy one get one free or even buy one get two free, or give lottery tickets, full discounts, in order to attract customers." ”
The reporter inquired about previous news reports and found that as early as two years ago, Tianchao Shangpin had attracted attention due to the chaos of the price system. The reporter searched the official website of Tianchao Shangpin and found that the official market guidance price of Tianchao Shangpin Noble III was 699 yuan. However, on e-commerce platforms such as Tmall and Jingdong, the price of this wine is only 125 yuan. Some media have reported that if the dealer purchases a large quantity, the price is only about 50 yuan.
Tianchao Shangpin Noble Wine official website pricing
The price of Jingdong for noble liquor on the Celestial Empire
For all kinds of situations where the actual selling price and the scanning price are quite different, Manager Song, who has been engaged in the alcohol industry for many years in a city in central Shandong, seems "very normal". He analyzed: "Many of this are OEM wines, selected from the winery and canned, like No. 2 wine body more than 20 yuan a pound, No. 3 wine body more than 30 yuan a pound." Some boxes are more expensive than the body. ”
Manager Song further explained that the customized cost of these wines includes the body, packaging box, bar code, freight, etc., some wines with a production cost of thirty or forty yuan, the scan price of two or three hundred is normal, and there are many types of such brands. For example, Manager Song said that in the past two or three years, there have been many brands in the Shandong market, and there are hundreds of different products of the same brand in Zibo alone, and many dealers with certain strength have done customization.
In response to this price chaos, as early as November 2021, eight alcohol industry associations, including the Guangdong Liquor Industry Association and the Guangxi Liquor Industry Association, jointly issued the "Proposal to Eliminate and Resist the Inflated Scanning of Alcohol Prices", calling on liquor enterprises to strengthen self-discipline and strengthen the style of honest management.
Although more and more consumers have realized that there may be "tricks" in the scan price, the phenomenon of inflated scan price has always existed. Some practitioners in the legal industry believe that the chaos of inflated QR code scanning prices not only misleads consumers, seriously affects the normal order of the alcohol market and the healthy development of the alcohol industry, but also misleads consumers and the market, which is suspected of breaking the law.
A well-known brand's classic model can only be bought at a markup "Can it be sold for 2800 yuan, why sell it to you for 1499 yuan?"
Mr. Sun, a citizen of Jinan, who usually likes to drink baijiu, complained to reporters that he could not buy the brand's classic liquor in a well-known brand exhibition store, which made him very puzzled: "When you go in, there is no stock, the classic model is not sold in the brand-name store, what is it sold?" ”
When the reporter visited a well-known brand distribution store in Jinan High-tech Zone, the clerk enthusiastically introduced several products sold in the store to the reporter. A hot selling model (53 degrees 500mL) is priced at 1300 yuan in this store. When the reporter proposed that this wine can be bought on the Jingdong platform for less than 1200 yuan, the staff of the store said frankly: "(1188 yuan) we can't buy it in our store, we can get it elsewhere, because we hang the brand of the brand, we must implement this price (1300 yuan)." ”
As for the reason, the clerk said: "The market price of this wine cannot be controlled, so the brand manufacturer can only ask a large store like ours to enforce this price." The clerk said that different distributors have different channels for taking goods, and the price and price will also be different, especially some distribution stores that do not hang the "brand sauce fragrance" full category LOGO, the price will be slightly cheaper.
Another product from the well-known brand's series, Sauce Xiang Baijiu (53 degrees), sold for 240 yuan at the store, while at a large supermarket on Lishan Road, it sold for 299 yuan without discounts. The reporter inquired in the brand flagship store of Jingdong and found that the price of the double bottle of the product was 776 yuan, equivalent to 388 yuan per bottle. The price of the same product in the three formal channels is different, with a difference of up to 1.6 times.
A similar situation also exists on another product of a well-known brand group, the Guizhou Daqu series. In the above dealership, Guizhou Daqu sold for 290 yuan in the 70s (53 degrees 500mL) and 245 yuan in the 80s. In the flagship store of the brand of Jingdong, the 6-bottle prices of these two Guizhou Daqu models are 2508 yuan and 2088 yuan respectively, which is equivalent to a single bottle price of 418 yuan and 348 yuan respectively, which is 1.4 times the price of offline dealerships.
Manager Song, who has been engaged in the wine distribution industry in Shandong for many years, told reporters that different distributors of the well-known brand products have different channels, and there will be obvious differences between the price and the selling price. "Like a classic model, the official price is 1499 yuan, the actual market price of bulk bottles is about 2800 yuan, the original box classic is about 3050 yuan, and the actual price of many terminal dealerships is only 20-30 yuan lower than the market price." Manager Song introduced.
Manager Song said that the well-known brand has more than a dozen quota dealers in Shandong, and the quota price they take is relatively cheap, the classic model is less than 1,000 yuan, and they don't worry about selling at all. "The well-known brand manufacturer asked (classic) to sell for 1499 yuan, he can sell 2800 yuan, why sell it to you for 1499 yuan?" Manager Song explained, "As soon as he (the clerk) saw that you were raw stubble (raw face), he was afraid of problems, and said that there was no stock; Those who are familiar with it sell it according to the market price. Therefore, it is not surprising that Mr. Sun, a citizen of Jinan, mentioned that "classic models are not sold in brand stores".
"Some can be sold to you for 1499 yuan, but you have to bundle some worthless red wine, such as buying 10 yuan of red wine for 119 yuan, 10 boxes of red wine with two bottles of 1499 yuan classic sold to you, which is more profitable than selling classic models (at market price) alone." Manager Song said that in addition, some consumers have also grabbed 1499 yuan of classic models on the official APP of the well-known brand, but the proportion of grabs is not high, relying on luck.
"Standard" liquor supermarkets generally sell more than distribution stores, and some prefer to buy one get one free than reduce the price
In a liquor distribution store near Yijia, Dongcheng, Jinan High-tech Zone, Fenjiu Qinghua 20 years (53 degrees 500mL) is priced at 400 yuan per bottle, and the whole box can be as cheap as 380 yuan. The dealer owner admits that the price of this "standard" with a large flow is relatively transparent: "To the customer, it is clear that a box will add 20 yuan." In several other distribution stores visited by the reporter, the price of this wine is also about 400 yuan. Some dealers revealed that last year, affected by the epidemic, many dealers did not sell well after purchasing goods, and the inventory was large, and the profit margin under sales pressure was already very small.
In the official flagship store of Jingdong Fenjiu, the list price of blue and flower 20 years (53 degrees 500mL) is 518 yuan, and the product evaluation exceeds 50,000, which shows that the sales volume is not much. The same liquor sold for 528 yuan in a large supermarket on Yaotou Road in Jinan, and as much as 578 yuan in the wine section of a large supermarket on Lishan Road.
Take another hot-selling high-end liquor summary treasure edition as an example, in a Jinsha summary wine distribution store in Jinan High-tech Zone, the label price is 1399 yuan per bottle. The owner of the store said that 1399 yuan was the price of this wine when it was first launched, and the price was significantly lowered later: "Buy a single bottle for as little as 600 yuan a bottle, if you buy a full box (4 bottles), it is 580 yuan." In the wine section of a large supermarket on Lishan Road in Jinan, the summary treasure edition is priced at 799 yuan. The same is this wine, in a large commercial complex of Yaotou Road famous wine counter price of 1199 yuan, the reporter asked the sales staff to confirm that the price of this wine is the selling price.
In a liquor distribution store in the middle of Heping Road in Jinan, the actual price of Honghualang is 498 yuan for 10 years, and the actual price in the store is 360 yuan, and the price of Honghualang for 15 years is 698 yuan, and the actual price is 580 yuan. In a large supermarket on Yaotou Road, Honghualang sold for 698 yuan in 15 years and did not have a discount.
After many visits by reporters, the price of the above three wines at the supermarket counter is significantly higher than that of the distribution store, what are the reasons behind it, and who are the people who go to the supermarket to buy alcohol?
Manager Song, who has been engaged in the wine industry for many years, introduced that supermarket rent, personnel, display fees, rebates, pressed goods, etc. will incur certain expenses, which will be reflected in the selling price; At the same time, some shopping cards sold at a discount in some large supermarket chains will also offset the actual selling price to a certain extent. Manager Song analyzed: "Many people are worried that the wine of famous hotels and distributors on the street is not genuine, and they feel assured to buy it in a large supermarket. To some extent, these support the high pricing in supermarkets. ”
During the reporter's visit to the large supermarkets on Lishan Road and Yaotou Road in Jinan, some salespeople took the initiative to recommend "buy one get one free" medium and high-end liquor products. Can these liquors be sold directly at half price? The alcohol salespeople at both supermarkets answered in the negative. The salesperson of this supermarket on Yaotou Road said when introducing a liquor with a price tag of 499 yuan and buying one get one free: "The price cannot be low, and it cannot be played at half the price, so it can only be given to you directly, and then go to the manufacturer to replenish the stock." ”
For the sales situation of this kind of supermarket "buy one get one free", Manager Song believes that the specific sales model may be more, some sellers contract counters in the supermarket, or dealers may indicate the reserve price to the supermarket, and the supermarket will set its own price for selling, and the business model will be more diverse.
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