When i Moutai has nearly 68 million users, the purchase method of Moutai 1935 has also changed.
Since May 19, Kweichow Moutai's e-commerce platform i Moutai opened the brand day activity, Moutai 1935, one of the main products of the platform, has changed the two-year lottery subscription qualification model, Nandu Bay Finance Society-Wine New Consumption Index Research Group reporter noticed that Moutai 1935 has been transferred to the "Imagine Cloud Shopping" in the platform, that is, i Moutai users can directly purchase the product.
The reporter of Nandu Bay Finance Society noticed that after Moutai 1935 was changed to cloud shopping, some offline stores were sold out of products, among which in Guangzhou it was displayed that "the products in the city were sold out", and many stores said that they were "replenishing".
Moutai 1935 has changed from an appointment subscription qualification to a cloud purchase on i Moutai, that is, users can directly purchase the product. (Screenshot source: i Moutai)
It is understood that Moutai 1935 is one of the four major subscription liquor at the beginning of i Moutai's launch, and it is also the only Moutai sauce fragrance series liquor product that needs to be selected for purchase qualification in addition to Moutai Zodiac Liquor and Zodiac Liquor Gift Box and Glazed Treasures Moutai. However, judging from the overall trend of the past two years, the number of subscribers for this product in the i Moutai subscription has appeared "high and low".
The reporter of Nandu Bay Finance Society continued to observe and noticed in the process of i Moutai's perennial subscription that the number of subscribers of Moutai 1935 has been maintained at 1000+ from the beginning of the launch (different stores in different regions may be different, and no specific data will be displayed before the announcement of the subscription qualifications), and the product is in short supply.
With the gradual increase in the volume of products last year and the distribution of goods through other channels, the subscription volume of Moutai 1935 in i Moutai has declined significantly, for example, in a store in the center of Guangzhou, Moutai 1935 has gradually declined since October last year and maintained to about 100+.
In fact, the decline in the number of subscribers to Moutai 1935 is related to the continuous increase in the volume of the product in multiple channels. On the evening of May 20, when a reporter from Nandu Bay Finance Society checked a number of e-commerce platforms, he noticed that Moutai 1935 was basically supplied normally, but on these e-commerce platforms, except for some direct channels or Moutai sauce wine (self-operated) flagship stores sold at a suggested retail price of 1188 yuan per bottle, many liquor merchants or distributors opened stores were sold below this price.
For example, on a treasure platform, the price of a single bottle of Moutai 1935 is generally concentrated in the range of 890 yuan to 950 yuan, but the price of some stores is lower than 700 yuan; On an east platform, the price of Moutai 1935 is relatively firm, and the selling price of some stores is between 900 yuan and 1000 yuan, and at the same time, the platform's Moutai Sauce Fragrance self-operated flagship store is affected by coupon reduction, etc., and the price of a single bottle of Moutai 1935 is 1068 yuan.
The reporter of Nandu Bay Finance Society noticed that where Moutai 1935 was listed, its dealer batch price was once as high as 1,600 yuan per bottle, and the batch price continued to fall as the product continued to increase. At the Moutai performance briefing held in May last year, relevant executives of Kweichow Moutai said that the current market circulation price of Moutai 1935 is roughly 1,200 to 1,300 yuan per bottle, "although it has fallen from when it was first listed, the price range is reasonable."
Although the batch price of Moutai 1935 is different, the batch price data of Nandu Bay Finance Society on May 20 checked by the reporter of Nandu Bay Finance Society shows that the latest price of the product is lower than 1100 yuan / bottle: "Today's wine price" data shows 1030 yuan / bottle, "Bairong wine price" is 850 yuan / bottle, "wine price reference" is 870 yuan / bottle, "wine price dynamics" is 880 yuan / bottle, etc.
Of course, when the price of Moutai 1935 in some channels loosened and fell last year, Kweichow Moutai also took action to "raise prices". On May 15 last year, when Moutai 1935 was rumored to be lower than the recommended retail price, Kweichow Moutai issued a signal to the outside world, saying that the products sold by some e-commerce stores were counterfeit and shoddy products.
Industry analysts believe that Moutai 1935 has changed its sales model on i Moutai, and Kweichow Moutai may continue to increase the dominant position of this product in the market.
According to the data of Kweichow Moutai's 2023 annual report, other series of liquor brought sales revenue of 20.629 billion yuan to the company. Among them, Moutai 1935 set a record of sales exceeding 11 billion yuan last year, doubling the year-on-year growth rate, and in the liquor industry, it broke 10 billion sales in less than 3 years after it was listed, "which is very rare in the industry."
However, even though Moutai 1935 has previously relied on the strategy of "a game of chess for large groups" to achieve growth, as a soy sauce wine product positioned in the price band of 1,000 yuan, its main competitors are the eighth-generation Wuliangye, Guojiao 1573 and Junpin Xijiu.
According to the reporter of Nandu Bay Finance Society, the eighth generation of Wuliangye and Guojiao 1573 are considered to be the "lower substitutes" of Feitian Moutai, mainly in business entertainment occasions, these two major products accounted for about 75% and 80% of the income of Wuliangye and Luzhou Laojiao respectively last year, and maintained double-digit growth every year; On the other hand, although Guizhou Xijiu's Junpin Xijiu aims at the price band of 1,000 yuan, its batch price and retail price are declining, especially in terms of batch price, which is close to 800 yuan per bottle, but it also has a first-mover advantage in price and channels. Therefore, in the context of the continuous stock game of 1,000 yuan price with liquor, it is not easy for Moutai 1935 to further "share" and reshuffle the business reception market.
However, there were previous rumors that Kweichow Moutai made strategic adjustments to Moutai 1935.
At the end of last year, a liquor distributor revealed that Kweichow Moutai adjusted the planned internal and external ratio of the settlement price of Moutai 1935 product dealers, and increased the contract volume in the plan. From the perspective of the dealer's settlement price, the planned price is 798 yuan/bottle, and the unplanned price is 1088 yuan/bottle. This measure is not only interpreted by the industry as prompting dealers to increase the amount of goods they take, but also to increase the amount of Moutai 1935 in the market.
According to the reporter of Nandu Bay Finance Society, after Zhang Deqin served as the leader of Moutai, the industry paid special attention to how he formulated the strategy of Moutai's related products. However, judging from the change of sales model in Moutai 1935 on i Moutai, the product may still rely on the "one game of chess" strategy for large-scale sales, so as to stabilize the price band of 1,000 yuan and maintain competitiveness.
In addition, the reporter of Nandu Bay Finance Society found that after Moutai 1935 was transferred to cloud purchase, it was replaced by Moutai 1935 - China National Geographic Cultural and Creative Liquor, with a suggested retail price of 1388 yuan / bottle, and the product was mainly purchased in the monthly special subscription on the 29th of each month. According to the subscription data of i Moutai on May 20, the number of places for the product in the country is 1,130, but the total number of subscribers has approached 400,000. On the e-commerce platform, the reporter of Nandu Bay Finance Society found that the price of the product was almost the same as the suggested retail price of Moutai.
On May 20, Moutai 1935-China National Geographic Cultural and Creative Liquor was released to 1,130 bottles. (Screenshot source: i Moutai)
Reporter Bei Bei of Nandu Bay Financial Society