Feitian Moutai continues to increase the volume through e-commerce channels, is the consumer really closer to the original price? On October 31, the small editor of the business was on the Jingdong platform, Suning Tesco, NetEase Yanxuan, Xiaomi Youpin four e-commerce platforms to make an appointment to snap up Feitian Maotai, but in the end they were unsuccessful. The opaque number of e-commerce platforms has become a criticism, which has attracted consumers to discuss.
Lin Feng, chairman of Beijing Jundu Excellence Consulting Company, said that the platform regarded Feitian Moutai as a gimmick at the "Double 11" event, and it was also an effective means of dissemination and diversion. However, there are a large number of scalpers in the market, using very professional software to rush to buy, which leads to the general consumer is basically unable to buy.
It's hard to book a quick purchase
It is difficult to buy Feitian Moutai and it is even more difficult to buy Feitian Moutai at the original price. Xiaobian made an appointment to buy Feitian Moutai on a number of e-commerce platforms, but in the end, it ended in a failed rush.
According to incomplete statistics, tmall supermarket, Jingdong platform, NetEase Yanxuan, Xiaomi Youpin and many other e-commerce platforms have made reservations to buy Feitian Moutai activities. Tmall supermarket snapped up Feitian Moutai without reservation, and started buying at 20 o'clock every day. Within 90 days, the same consumer can purchase up to 2 bottles. It is worth noting that the Tmall platform is also the only one that will announce the number of bottles expected to be released daily and the actual number of bottles sold the previous day, while the JD platform, Suning Tesco, NetEase Yanxuan and Xiaomi Youpin platform only announce the number of reservations.
Xiaobian noticed when rushing to buy that all platforms in the moment after opening the rush, the system will display "too many people rush, please try later" or "confirming the order" and other words, after which the platform will show that the product has been robbed or the order confirmation failed, and the product information will then be displayed as out of stock. In fact, not only ordinary consumers can't grab it, but the Result of the Shanghai Municipal Consumer Protection Commission snapping up Moutai on 7 online shopping platforms is also nothing.
The Shanghai Municipal Consumer Protection Commission said that how many bottles of Feitian Maotai are placed on the rush-to-buy platform is a concern for many consumers, and most platforms have not announced the number of releases. Major platforms should openly and transparently let consumers know how much the total amount is, so that consumers can clearly understand consumption.
Zhu Danpeng, an analyst in the Chinese food industry, analyzed that the e-commerce platform reservation to buy Feitian Moutai is basically impossible for ordinary consumers to grab. Due to the serious imbalance between supply and demand, the contradiction has become more and more prominent.
The number of deliveries is a mystery
Guizhou Moutai frequently puts in quantity, but consumers are still difficult to grab Moutai. According to insiders, many e-commerce platforms have said that there is a feitian Moutai in the store, but the specific amount of delivery and the number of daily purchases available to consumers are not open and transparent, which leads consumers to question the platform.
Some consumers said bluntly, "The number of each release has become the secret of major platforms, hundreds of thousands of consumers make reservations, and finally grab a lonely!" If only 1,000 bottles are released, I believe more and more consumers will give up buying."
When Xiaobian personally participated in the rush to buy, he found that most platforms did not clearly indicate how many bottles of Feitian Moutai were available for consumers to snap up every day, only the number of reservations was displayed, and the number of reservations was often about 140,000. Judging from the number of reservations, no matter how many bottles are put on the platform, it is still impossible to change the imbalance between supply and demand in Feitian Moutai.
Industry analysts believe that Feitian Moutai as the "hard currency" of the liquor market, in the face of high terminal market prices, Guizhou Moutai tries to increase the amount of direct sales channels, so that more consumers can buy Feitian Moutai at the original price. This practice can effectively stabilize prices to a certain extent, but the platform should disclose the amount of delivery so that consumers can clearly understand consumption.
In fact, in addition to the unannounced and opaque amount of Moutai on the e-commerce platform, there are also many other problems. Beijing Business Daily reporter through the black cat complaint platform noted that many consumers said that after they purchased Moutai on the platform, the platform did not ship the goods, and more consumer complaints said that they purchased two bottles of Feitian Moutai but only received one bottle after arriving. Behind the many problems, consumers began to doubt whether the platform's so-called original price rush to buy Moutai was real. Similar to "the so-called original price rush to buy Feitian Maotai is just a cover used by the platform to divert traffic" and "the lack of integrity of the deceitful and profiteering businessmen, the market where fraud is prevalent", it is also among consumers.
Lin Feng said that in specific festivals, the platform volume data is not released, which is also a relatively normal phenomenon. In this way, the platform can get more traffic at low cost, which is a typical festival-specific diversion event.
Increase supervision
Allowing more consumers to buy Feitian Moutai at the original price has always been a problem that Guizhou Moutai wants to solve. After taking office, Ding Xiongjun, the new chairman of Moutai, once again said that it is necessary to return Moutai to the attributes of commodities, that is, to emphasize that "wine is not fried". After canceling the moutai international hotel reservation for wine and 100% unpacking, Guizhou Moutai also increased the amount of direct sales channels. It is understood that the total volume of Moutai in Guizhou has exceeded 8,000 tons. However, from the current market situation, consumers who cannot buy Feitian Moutai at the original price are still the vast majority.
In order to allow more consumers to buy Feitian Moutai at the original price, Guizhou Moutai has also increased the intensity of direct sales channels in recent years, and has repeatedly put volume on direct sales channels, but from the data released by Tmall Supermarket, from October 24 to 26, Tmall Supermarket is expected to put 1,000 bottles of Feitian Moutai at the original price per day, but the actual sales volume is 549 bottles, 511 bottles and 390 bottles, respectively. On the one hand, consumers who are waiting for the original price to buy Feitian Moutai are on the other hand, the actual sales volume is not proportional to the number of releases. Behind a series of problems is the question of how Guizhou Moutai supervises direct sales channels.
Zhu Danpeng said that in the future, Guizhou Moutai will definitely increase the overall volume of direct sales channels to reduce dealers' control over Feitian Moutai. However, due to the fact that this involves issues such as the chain of interests, it cannot be solved immediately, and it still needs a certain amount of time to continuously improve in the future.
In fact, the online rush to buy Feitian Moutai has a long history, and the "complaining" about the activity of snapping up Feitian Moutai has never stopped. From the initial consumer dissatisfaction with the high threshold for participating in the activity, questioning the platform to deceive consumers into charging members, and then more and more consumers questioned the insufficient number of Feitian Moutai.
Industry insiders said that Guizhou Moutai should improve the supervision of direct sales channels and let the platform openly release the number, which can not only enhance consumers' trust in the platform, but also let consumers understand the determination of Guizhou Moutai to let consumers drink the original price of Moutai. As Kweichow Moutai continues to strengthen its direct sales channels, there should be more and more activities to buy Moutai wine online, and the degree of "formality, fairness and transparency" will also increase, but it will still take some time.
Zhai Fengrui/Wen
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