This 618, the live broadcast of drinks is crazy: the dark horse anchor has a transaction of more than 100 million yuan in 43 minutes, and 3,000 orders of Moutai "did not exist in seconds"

Times Finance

2024-05-25 15:02Posted on the official account of Guangdong Times Finance

Source of this article: Times Finance Author: Xing Wenwen

The 618 promotion of the e-commerce platform was opened, and the live broadcast of alcohol ran out of the "dark horse".

According to surging news and other media reports, on the evening of May 20, Tmall 618 was launched, and the new vertical expert "Wine Sister" only took 43 minutes to sell more than 100 million yuan, and sold 30,000 bottles of Moutai in less than an hour.

Compared with the first hour of last year's 618 promotion, the sales of Tmall wine live broadcast increased by more than 30 times, and the year-on-year increase on the first day was 1300%, and in the evening of the same day, nearly 30 Taobao wine live broadcast rooms were launched at the same time.

The online live broadcast of alcohol is very lively, but the offline terminal retail is a different scene.

"A few years ago, I could sell several bottles a year, but now it's good to sell two bottles a year." Xiao Zheng, who runs a tobacco, alcohol and grocery store in a township in Guangzhou, lamented that the store's casual flight situation has not been good in recent years, and in addition to the overall economic environment, online channels have also had a certain impact on offline terminal sales. "3,200 yuan a bottle, few people are willing to give such an expensive gift nowadays, and it is sold all over the street, e-commerce platforms, live broadcast rooms, customers may not choose our home."

In recent years, Taobao has increased its support for wine experts, and anchors such as Brother Liang, Sister Wine, and other anchors have been born. Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, said that this move is not only a response to market demand, but also an important strategy to boost sales, enrich platform content and improve user stickiness.

For wine companies, in addition to traditional distribution channels, increasing the layout of direct sales channels, including e-commerce platforms, has also become one of the important means to promote sales.

Image source: Picture Worm

3000 solo flying days were sold out in 1 minute, and Moutai became a drainage artifact

Low prices are a decisive factor in the increase in live sales of alcohol.

Taking the live broadcast room of Sister Jiu as an example, the price of its 53 degrees Feitian Moutai 500ml double bottle page is 5202 yuan, and after receiving a large coupon of 400 yuan, the actual payment is 4802 yuan, that is, a single bottle only costs 2401 yuan. In comparison, the retail price of the retail price of the retail price of the market is about 3,000 yuan, and the online channel is about 2,700 yuan. Attracted by low prices, the product link was put on the shelves for less than a minute, and before the assistant broadcast was introduced, 3,000 orders were snatched up.

The price of Wuliangye Eighth Generation Original Box (500ml*6 bottles) is 5,533 yuan, which is about 500 yuan cheaper than the official flagship store of Wuliangye, Jingdong self-operated, Suning Tesco, and China Liquor Network.

Wine Sister was originally Simba's anchor, and she has a certain appeal among many wine talent anchors. After leaving the Kuaishou camp, Sister Jiu joined Taobao in September last year and currently has 293,100 followers. "From last year's raising to now, you all said that you supported me, now let's take a look at your actual actions, come to the link." During the live broadcast, Sister Jiu did not forget to remind fans to monetize their following.

It can be seen from the platform page that the live broadcast of Wine Sister on May 20 lasted more than 5 hours and was watched by more than 2.31 million people. Among a variety of liquor products, Moutai and Wuliangye are the most popular among consumers. That night, the "Famous Wine Series" was all sold out and off the shelves. The Paper reported that she sold 30,000 bottles of Moutai in less than one hour.

According to Times Finance, Tmall Supermarket will also release 30,000 bottles of 1,499 yuan 53 degrees 500ml Feitian Moutai in batches during this year's 618 period, of which 10,000 bottles will be released at 8 p.m. on May 26.

In addition to earning popularity and traffic, the platform will also use affordable Moutai to stimulate consumers to register for members. In the live broadcast room, Sister Jiu also reminded fans many times to register for 88vip, receive large coupons, and reduce the price of the goods to the lowest.

Times Finance interviewed a number of consumers who participated in the rush to buy affordable Moutai, and they all registered members such as JD Plus members, Taobao 88 members, and Suning Tesco, but so far they have not succeeded in grabbing a bottle of affordable Moutai for 1499 yuan.

"The platform will announce that it will release goods in large quantities, but most of them are taken by professional scalpers who grab Moutai, and it doesn't matter whether ordinary consumers can grab it or not, at least the platform can harvest a wave of members." An e-commerce practitioner told Times Finance.

In the past two years, e-commerce platforms have increased their resource tilt towards the wine category to leverage performance growth.

Taobao is also supporting live broadcast talents. At present, the two "dark horses" of Brother Liang and Sister Jiu have run out one after another. On the first day of Tmall 618 sales this year, nearly 30 wine live broadcast rooms were launched at the same time, in addition to the wine sister, Jiuxian Liangge and Wei Junjie's live broadcast rooms also exceeded 100 million, compared with the first day of Tmall 618 last year, the sales of wine live broadcast increased by more than 1300%.

According to the "2023 White Paper on New Consumption Potential" of Moojing Insights, the scale of the online alcohol market will exceed 120 billion yuan in 2023, and the annual sales will increase by more than 50% year-on-year. Among them, the Taobao platform rose the most, reaching 147.9%; Jingdong platform has the largest sales scale, reaching 34.08 billion yuan.

However, the research report of Ping An Securities also pointed out that while online channels are driving sales, the excessively low subsidy transaction price has also had an impact on the original price system, and the problem of a high rate of online counterfeits also exists.

Digesting inventory, wine companies are doing live broadcasts

As the liquor industry enters a period of deep adjustment, liquor companies facing high inventory are increasing the layout of live broadcast channels, including e-commerce platforms.

Since 2019, Kweichow Moutai has accelerated the construction of self-operated channels, and began to put 1,499 yuan/bottle of 53 degrees Feitian Moutai in Tmall Supermarket, Suning Tesco, Costco and other channels. Since then, affordable Moutai has also been used as a drainage artifact by various channels, and it has been released regularly and quantitatively for consumers to snap up. In 2023, Kweichow Moutai's revenue in direct sales channels will reach 67.232 billion yuan, an increase of 36.16% year-on-year, the proportion of direct sales channel revenue will increase to 45%, and the gross profit margin will reach 95.46%, which is higher than the gross profit margin of 89.29% in the wholesale agency channel.

In addition, in 2023, Wuliangye's direct sales revenue will reach 30.462 billion yuan, a year-on-year increase of 12.53%, accounting for 39.85%, and achieving a gross profit margin of 86.75%.

Some industry insiders told Times Finance that Tmall, JD.com and some new Internet retail giants have a quota of Moutai, and the pick-up price is 1,399 yuan per bottle. In other words, compared with the latest ex-factory price of Feitian Moutai of 1,169 yuan/bottle, Kweichow Moutai earns 230 yuan/bottle more when sold to retail giants than when sold to dealers. Xiao Zhuqing, an independent commentator on China's liquor industry, believes that the launch of 1,499 yuan parity Moutai is a measure made by Kweichow Moutai driven by performance pressure.

In this year's 618 promotion, leading liquor companies including Wuliangye, Shanxi Fenjiu, Yanghe Co., Ltd. and Luzhou Laojiao have all gone down in person and started broadcasting on Taobao, Douyin and other platforms.

According to the data of the Daduoduo platform, in the past 30 days, a total of 30 live broadcasts were held in the live broadcast room of Wuliangye Liquor Flagship Store, with sales of 750-1,000 transactions, and the cumulative sales of live broadcasts reached 1 million yuan to 2.5 million yuan; Shuijingfang is more diligent, with 43 live broadcasts in the past 30 days, with sales of 1,000-2,500 transactions and sales of about 2.5 million yuan to 5 million yuan.

In addition to external platforms, more and more wine companies are joining the ranks of self-operated e-commerce, including self-built digital channels based on private domain traffic, such as Kweichow Moutai's self-built platforms i Moutai and Xunfeng; Wuliangye has also launched its self-built e-commerce platform "Wuliangye New Retail", which mainly sells Wuliangye's special and high-end products.

There are many live broadcast routines for drinking, focusing on a pit "family"?

Changes in consumption habits have spread to the traditional beverage industry. At present, many consumers have switched from offline tobacco and alcohol stores to e-commerce platforms and even live broadcast rooms.

Haoxiang, who started a business in Guangzhou, due to business needs, generally looked for familiar wine merchants when buying Moutai before. Three years ago, because he wanted to buy two bottles of Moutai of the same year, he turned to CDF, the online shopping platform of China Duty Free International Co., Ltd., to buy them. "At that time, it was almost 3,000 yuan a bottle for offline flying, and CDF only needed 2,699 yuan." Hao Xiang recalled.

In addition, Haoxiang has also twice robbed 1499 yuan of parity Moutai in Sam's, he believes that channels with the endorsement of large enterprises like CDF and Sam are relatively credible, and the large and small live broadcast rooms are mixed, there is a certain risk, and he will not go to the unofficial live broadcast room to buy in order to save two or three hundred yuan. And he will ask the merchant to issue an invoice every time in case there is an after-sales need.

In fact, since the birth of live streaming of liquor, it has been full of counterfeit and shoddy products and many routines, and there are many controversies. There are lessons learned from the fact that fake wine overturned in the live broadcast room. Previously, many of the wine up owners of station B had mentioned that fake wine was flooding in the live broadcast room, and the anchor often used words such as "8 points like flying sky", "cheap flying sky", "benchmarking Wuliangye", "hanging one or two hundred products from large factories" and other words to induce consumers.

On May 23, Times Finance searched for "live broadcast to buy Moutai" on the black cat complaint platform, and 376 related complaints appeared, and even many complaints were related to the live broadcast room of the wine sister.

In March and April this year, a number of consumers bought the original boxes of 53 degrees Feitian Moutai and 42 degrees Feitian Moutai in the live broadcast room of "A Big Bag of Snacks" respectively, but after receiving them, they found that there were defects, damage, wine leakage and other problems, and they wanted to apply for a replacement but were rejected by the merchant. Times Finance found that the name of the store to which the product link in the wine sister's live broadcast room belongs is "a big bag of snacks".

A few days ago, Times Finance asked the customer service in the live broadcast room of Jiu Mei whether the Moutai it sold was genuine through WeChat, and the other party replied "Fake one pays ten, we will issue invoices with fidelity", and said "If consumers buy fake, they will earn it".

A boss who runs a cigarette and alcohol gift recycling business told Times Finance that a customer once bought a fake Moutai in the live broadcast room and sent it to the store to ask him for identification, but the appeal was generally unsuccessful, "It is very difficult to provide evidence." ”

On April 16, Douyin issued 15 new regulations, focusing on regulating excessive publicity, association with well-known brands, price violations, and false efficacy behaviors such as alcohol live broadcast e-commerce. In the early morning of the same day, some liquor live broadcasts were deducted points for violations, and individual stores were once banned, and the liquor e-commerce live broadcast may usher in a reshuffle.

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