In less than a week, the stock of the first batch of Moutai co-branded wine heart chocolate has bottomed out.
On September 20, the surging news reporter called a total of 20 Moutai ice cream stores in Shanghai, Wuhan, Changsha and Zunyi, and got the reply that the chocolate had been sold out. According to the sales page of Taobao Dove's official flagship store, the store will start selling Moutai co-branded wine heart chocolate at 20 o'clock on September 21. Most Moutai ice cream stores said that the second batch of Moutai chocolate will be sold in stores at the end of September and early October.
Dove Tmall flagship store Moutai chocolate pre-sale information
Online and offline, fully out of stock
After 5 days on the market, is Moutai chocolate still in stock? The surging news reporter called 20 Moutai ice cream stores, and the reply was that the chocolate had been sold out. On social platforms, RT-Mart stores offline also posted pictures of Moutai chocolate sold out and replenished.
Shanghai Zhabei RT-Mart released Moutai chocolate sold out information
In addition to the offline store channel sold out, the online official channel also ended the first batch of chocolate sales. At 10 a.m. on September 19, the official flagship store of Taobao Defu ended the sale of Moutai chocolate in the first stage. Official channels such as Tmall Supermarket, JD.com, and Douyin are also only open for a small number of pre-sales.
Nowadays, if you want to buy Moutai chocolate spot, you can only buy it in the second-hand market. However, the increasing premium makes it difficult for many to get started.
Early on the morning of September 19, the WeChat public account of Moutai International Hotel, whose certification subject is "Kweichow Moutai Wine Co., Ltd.", said that it would resolutely resist the behavior of some merchants selling Mao Xiaoling wine heart chocolate, and ask consumers to consume rationally and look for official channels when purchasing. On the evening of the same day, Mao Xiaoling Ice Cream also forwarded the article.
However, in the second-hand market, the sale of Moutai chocolate at a higher price has not stopped. As the first sources of goods gradually bottomed out, the price of chocolate also rose. On September 20, a seller on a social platform told the surging news reporter that 2 pieces of classic Moutai chocolate rose by 20 or 30 yuan in one day. "We used to price it at 59 yuan a box, and now we want it for 89 yuan a box," she said, "because you can't buy it outside." ”
However, the second shipment is already on its way. In addition to the official Dove flagship store marked September 21 at 20 o'clock. Most Moutai ice cream stores said that the second batch of Moutai chocolate will be sold in stores at the end of September and early October.
A Moutai ice cream clerk revealed that compared with the first batch of goods, the second batch of goods will have more types, in addition to 2 capsules, 12 capsules, there will be 6 capsules, and the supply will be more sufficient.
"Basically every store in the country can get the goods." The clerk said, "But it's hard to say whether individual customers can buy it, because most of them are booked by shareholders." ”
The shareholders in the words of the clerk refer to the shareholders of Moutai ice cream stores, most of whom have the background of tobacco and alcohol dealers.
"A lot of shareholders took the goods away on the first day." A Moutai ice cream shop clerk revealed that most of the chocolate sold at a premium on the market today comes from these dealers.
The aforementioned clerk told the surging news reporter that in fact, the hot sales of Moutai chocolate only occurred in the cities of Beijing, Shanghai, Guangzhou and Shenzhen. In some provinces in Jiangxi and Yunnan, although shops do not get many goods, there are very few people who come to buy. Many dealers will choose to transfer goods from these regions, concentrate the goods in the north, Shanghai, Guangzhou and Shenzhen, and sell them at a higher price.
On platforms such as Jingdong, Xiaohongshu, and Xianyu, a large number of merchants selling Moutai chocolate, in addition to selling Moutai chocolate, also sell Moutai wine.
This also leads to different sales strategies in different stores. The clerk of a Moutai ice cream shop said that due to the small arrival of the second batch of chocolate, the store will restrict purchases. If you want to buy chocolate, you need to pair it with other ice cream products.
From the perspective of offline channels, the distribution situation of each store is also full of uncertainty. The clerk of a Moutai ice cream shop in Shanghai told reporters that it was not known whether the store could get the goods, and "the boss is still thinking of a way." Some stores said they were still waiting for notice.
Difficult to produce "sauce aroma"
Dealer speculation is only one of the reasons why Moutai chocolate is difficult to find, and the crux of Moutai chocolate shortage is also the small shipment.
As of September 20, Taobao Dove's official flagship store Mao Xiaoling sold more than 8,000 boxes. The total sales of 4 types of chocolate in Tmall Supermarket was less than 2,000 boxes. Official channels such as Douyin and JD.com also do not have much volume. In the offline channel, many Moutai ice cream shop employees reported that the actual arrival of the first batch of chocolate in offline stores was very small.
Tmall supermarket Moutai chocolate sales
Also as a Moutai sauce joint series of sauce latte, shipments are much greater than chocolate. According to Luckin's official data, on the first day of sale, the sales of the sauce latte exceeded 100 million, and the sales volume reached 5.42 million cups. In contrast, Mao Xiaoling's chocolate is seriously understocked.
Not only is the shipment small, but the replenishment of the sauce series is also a big problem, which can also be seen in the just-returned sauce latte. On September 19, the sauce latte officially announced its return. However, the actual number of sauce thick milk obtained by the store is very limited, generally about 4 bottles (thick milk), which is equivalent to about 50 cups of sauce latte.
Among the stores inquired by the reporter, only one store clerk said that the second batch of Moutai chocolate has sufficient supply, and there is no need to worry about not being able to buy it, and most of the clerks said that the number of the second batch of goods will not be very large.
Why is wine heart chocolate so difficult to produce? According to food industry analyst Zhu Danpeng, the main reason for Mao Xiaoling's "difficult production" is that its production process is more complex and its production capacity is insufficient.
Zhu Danpeng explained that in general, the melting point of ordinary chocolate is only about 35 degrees. If the filler is directly made into liquid, the breakage rate of chocolate is high, and it is difficult to achieve in the process. Therefore, Mao Xiaoling Chocolate finally chose to make Moutai wine and other materials into content, which is relatively more secure. "It still takes a little bit of technical content to make a filler of high-grade liquor and other materials," he said, "so its overall efficiency will be relatively low, and eventually the production capacity cannot be satisfied." ”
Source: The Paper