Log in to the i Moutai App, Kweichow Moutai (Jiachen Dragon Year), Moutai Prince Liquor (Jiachen Dragon Year), and Guizhou Daqu (Jiachen Dragon Year) three new products are officially launched. On January 8, a reporter from Beijing Business Daily found that the original price was 2,499 yuan/bottle, and the highest price on the third-party platform had reached 7,000 yuan/bottle three days after the online subscription. In recent years, the release of Zodiac wine is nothing new, but the launch of Longmao still receives a lot of attention inside and outside the industry. Behind this, there is a huge consumption increase in the zodiac wine track.
"New skins" are online
A reporter from Beijing Business Daily learned from the official public account of Kweichow Moutai that from 19:00 to 21:00 on the evening of January 6, the special event of "Jade Rabbit Farewell to the Old and Dragon Teng Jiuxiao" of i Moutai App was opened, and Kweichow Moutai in the Year of the Dragon was officially opened for subscription. The subscription activity was a special event of "Saying Rabbit and Welcoming the Dragon" held by i Moutai, and Moutai put 9,999 bottles of "Dragon Mao" and Kweichow Moutai in the Year of the Rabbit.
In response to Longmao's launch plan on the i Moutai App, a reporter from Beijing Business Daily interviewed relevant departments of Kweichow Moutai, but did not receive a reply as of press time.
After that, Kweichow Moutai Company announced the purchase results of 53%vol 500ml Kweichow Moutai (Jiachen Dragon Year). According to the data, on January 7, a total of 8,589,200 people participated in the subscription. Among them, a total of 5,010,400 people subscribed through the channel of i Moutai, and only 9,476 people successfully subscribed.
When it is difficult to find a bottle through official channels, it is difficult for consumers who fail to purchase it to avoid looking for it on third-party platforms and cigarette shops. On January 8, a reporter from Beijing Business Daily visited the cigarette hotels near Anzhen and Xidan in Beijing and found that Longmao has not yet arrived and needs to be booked, and the reservation price is about 4,000 yuan per bottle.
A Moutai dealer in Beijing told a reporter from Beijing Business Daily that Longmao has just been put on sale, and it has not yet arrived in Beijing, and if you intend to buy it, you need to wait a few more days. However, judging from the price of Zodiac Moutai in previous years, the price of Longmao will continue to increase in the future.
Different from the smoke hotel, on some third-party platforms, the transaction price of Longmao has exceeded the official selling price by more than double. A reporter from Beijing Business Daily logged on to the Jingdong platform to search for "Year of the Dragon Moutai" and found that in some stores, Kweichow Moutai (2024 new Year of the Dragon Zodiac) 53 degrees 500ml single bottle is priced at 5999 yuan per bottle.
Compared with the sporadic one or two stores on the Jingdong platform that sell Longmao products, the Xianyu second-hand trading platform has become a centralized trading place for Longmao. A reporter from Beijing Business Daily logged on to the Xianyu App and found that there are currently more than 100 IPs for the sale of Longmao products. Among them, the price of a single bottle of 500ml Longmao on the platform is concentrated in the range of 3,000-5,000 yuan/bottle, and the highest price touches 7,500 yuan/bottle.
In this regard, Cheng Wansong, secretary general of the Beijing Liquor Circulation Industry Association, said that the consumption boundary of zodiac wine is mainly in three aspects. The first is the consumer itself, and the consumer will buy accordingly according to his own physiognomy, the second is the time, the Spring Festival is the main sales season of the Zodiac wine, and the last is the investment value, and the investment value of the Zodiac wine is closely related to the scarcity of the product itself.
Consumption increment becomes a driving force
Today's Zodiac wine track is like a beach-grabbing battle. The terminal prices of a number of products such as dragon grass and tiger grass are constantly rising, and it is the zodiac wine market and the collection wine market that are in the ascendant.
In the era of reverse consumption, wine companies have begun to roll up to incremental market dividends. According to the data, the current market size of the zodiac liquor in the liquor industry is as high as 30 billion yuan, and it is expanding rapidly at a rate of more than 30% per year, becoming an incremental market that cannot be ignored in the liquor industry.
Based on the broad market space, Shen Meng, chief strategist of Guangke Consulting, said that as a marketing strategy for wine companies, Zodiac wine hopes to stimulate potential consumption increments by creating new concepts. More sensitive to the concept of the zodiac, consumers can also meet their psychological needs through zodiac wine.
According to the statistics of the "2022 Online Collectible Liquor Consumption Trend Prospect Report" released by the China Liquor Industry Association, there are more than 700,000 wine collectors in the mainland, of which about 100,000 have a collection scale of more than 10,000 bottles, and the market for collectible wine and old wine is 50 billion to 100 billion yuan, and the market for China's collected wine and old wine will exceed 100 billion yuan in the next few years.
In this regard, Cai Xuefei, a wine marketing expert, pointed out that the traditional Spring Festival itself has a certain zodiac culture, and it is the peak season for liquor consumption, and the zodiac wine itself has a zodiac phase, and most scarce products can cater to the investment collection and gift market.
Beijing Business Daily reporter inquired and learned that as of January 8, the wholesale prices of Zodiac horses, zodiac sheep, zodiac monkeys, zodiac chickens, zodiac dogs, zodiac pigs, zodiac rats, zodiac cows, zodiac tigers and zodiac rabbits were 17,500 yuan, 30,000 yuan, 4,900 yuan, 3,550 yuan, 3,550 yuan, 3,820 yuan, 3,780 yuan, 3,460 yuan, 3,530 yuan, and 3,170 yuan per bottle.
A clerk at a cigarette hotel in Xicheng, Beijing, told a reporter from Beijing Business Daily: "The sooner you start with the Zodiac wine, the better, it is like Feitian Moutai, for this kind of Moutai products with collection attributes and financial attributes, the market guide price is a price, and the terminal retail price is a price." Judging from the current trend, there will be room for improvement in the price of Moutai Zodiac Liquor in the future. ”
Cai Xuefei said that the small batch of commemorative liquor such as Zodiac wine provides a relatively broad consumer market, especially the Zodiac wine blessed by famous wine brands, which has a wide audience for its own products, and the scarcity and cultural value of Zodiac wine are more prominent, and the market prospect is more optimistic.
How to get the most out of the bonus
Now, with the launch of the "new skin" in the Year of the Dragon, Zodiac wine is at a crossroads of how to eat through the market dividends after high valuation and small batches.
Wang Chuancai, chief expert of Chuancai Strategic Think Tank, once said that in order to achieve market success, Zodiac wine still needs to meet some factors, first of all, culture and scarcity.
In recent years, when the liquor market is cold, the popularity of Zodiac wine is precious and rare. The terminal standard products are not selling well, which is in stark contrast to the hot sales of various zodiac wines. According to incomplete statistics from a reporter from Beijing Business Daily, a number of wine companies, including Wuliangye, Yanghe, Langjiu and Shede Liquor, have launched products for the Year of the Dragon. Among them, the reporter logged on to the Tmall flagship store of Shede Liquor and found that more than 1,000 copies of Shede Zodiac wine in the Year of the Dragon have been sold.
Although the Zodiac wine competition is hot, at both ends of the seesaw, the Zodiac wine is not a "sure to make money and not lose" existence. When "Hu Mao" was not released immediately after it was launched, the market price of the wine soared to 8,000 yuan per bottle, and with the launch of the product, the price also cooled down rapidly. Up to now, the wholesale price of Humao products in the terminal market is about 3,530 yuan/bottle.
Industry insiders further pointed out that Zodiac wine must also follow the market supply and demand relationship. There is a certain difference between Zodiac wine and traditional single products, Zodiac wine is a seasonal product, and after the Spring Festival, the value of Zodiac wine will be greatly reduced. In addition, the marketing of zodiac wine should take into account the value of two directions, that is, the channel value and the consumer value recognition. The vast majority of Zodiac wine has become an important means for enterprises to leverage channels, and Zodiac wine can play a role in balancing conflicts in the price system, activating the retail side and consumers through channel providers. The Zodiac wine is finally circulated on the consumer side, and there are still a few Zodiac products in circulation in the market that can really be recognized by consumers. Therefore, the vast majority of Zodiac wine only satisfies the value of the channel, and rarely achieves the dual activation of the channel and consumption value, which is also an important reason why the Zodiac wine has gradually changed from a trend to a chicken rib.
Nowadays, standing at the crossroads of the Zodiac liquor dividend, how to understand it in the future has become one of the problems facing Kweichow Moutai and other liquor brands.
Cai Xuefei said that the source of value of Zodiac wine is the brand value of the enterprise itself, so first of all, it should return to the product and the brand itself; secondly, if you want to do a good job in cultural innovation, you must first do a good job in the in-depth excavation of Zodiac culture, do a good job in cross-border, and do a good job in grafting and integrating with fashion hot events, which are the current mainstream directions. In addition, the main focus of Zodiac wine is the concept of scarcity, and enterprises must do a good job in the sale, limited supply, and value-added investment of Zodiac wine, so that the wine is truly valuable.
Beijing Business Daily reporter Liu Yibo Feng Ruonan