From October 1st, the direct channel of e-commerce in Kweichow Moutai officially landed. From that day on, Tmall and Suning can snap up or make an appointment for this year’s flying Maotai for 1499 yuan.
During the three days, despite the strict purchase restriction rules, nearly 200,000 people successfully booked the buying coupons of Feitian Maotai in Suning. Tmall starts a wave of snapping up at 10 o’clock every morning and evening, which is definitely the "second light" rhythm.
Qianjiang evening news reporter learned that under the joint efforts of Maotai to increase direct sales and increase delivery, the retail price of Maotai, which is rising steadily in the market, showed a correction before the National Day. In the past week, the unit price dropped even more than that of 500 yuan (this newspaper reported in detail on September 30). However, with this wave of buying craze, market participants still have full confidence in Maotai. "In the peak season of liquor near the Spring Festival, the price of Maotai will definitely rise again."
So, how has this wave of snapping up evolved in recent days? Moutai, which has been "hard to find a bottle" for a long time, has met the needs of consumers under the stimulation of such e-commerce purchase restrictions? Our reporter conducted an interview.
Tmall supermarket buys twice a day.
Show "Sold Out" before payment.
"Every day at 10: 00 a.m. and 10: 00 p.m., I grab it at Tmall Supermarket for three days in a row. Either the webpage shows that I can’t put it in the shopping cart, or I don’t wait for the payment page to appear, which shows that the goods are invalid." Mr. Qiao from Hangzhou can be regarded as "Mao powder" and often pays attention to the price trend of Maotai. "Every year, I will seize the opportunity several times and buy some, some for later drinking, and some for my friends as a good gift."
However, Mr. Qiao has repeatedly returned from full confidence to disappointment for the regular snapping up of the whole network. "In order to grab Maotai, I specially set an alarm clock twice on my mobile phone. Once I was driving, when the alarm clock rang, I immediately found a roadside stop, but I still didn’t grab it." Mr. Joe said.
The reporter also tried several times in recent days. Every time before snapping up, he repeatedly confirmed that the network was in good condition and opened the snapping page on time. However, before reaching the payment page, he saw the yellow small print at the bottom "The area has been sold out".
So, did anyone grab it? There really is. In the circle of journalists’ friends, many people snapped up. Some netizens made a high-profile screenshot of their own payment for Maotai in Weibo, which caused netizens to be enthusiastic: "How much is willing to sell relatives?"
How many maotai have been sold in these three days? When will the buying activity of Tmall Supermarket last? Yesterday, Tmall Supermarket said that the specific data could not be disclosed.
Regarding the situation that Tmall is still "no seconds", Tmall said: "Because the consumer demand for Feitian Maotai is really strong, although there are two waves of shelves every day, the number of consumers who snap up is really large. Although the platform has taken measures to limit the purchase of two bottles within 180 days, there is still a second light, but the sales of Tmall platform twice a day will continue."
Suning pre-sells, and officially sells after the long holiday.
Strict rules, nearly 200,000 appointments have been made.
Suning.cn, another national comprehensive e-commerce bid winner of Kweichow Moutai, recently announced that it can make an appointment to snap up 1499 yuan Feitian Maotai in Suning.cn from October 1st.
However, the sales rules of Feitian Moutai announced by Suning.cn are very strict. The first batch of Feitian Moutai started to make an appointment at 0: 00 on October 1 and ended the appointment at 18: 00 on October 7. Consumers who make a successful reservation can start snapping up at 10 am on October 8. Consumers can go to Suning.cn, official website or Suning.cn APP to make an appointment to snap up.
The relevant person in charge of Suning.cn said that as the first batch of sales after winning the bid, in order to prevent the bill from being swiped and ensure that the cheap Feitian Moutai can really reach the hands of consumers, Suning also has requirements for making an appointment to snap up: it must become an official Super (super) member or a PP sports senior member (annual package) and a real-name certified user before September 15, 2019, and on January 1, 2019 — There was a shopping record on Suning.cn Online during September 29th (the goods were received but not returned), and the single consumption amount was ≥ Only users in 76 yuan can participate in the appointment.
In terms of quantity, the same user participating in the activity is limited to 2 bottles per order and 2 bottles per month.
The reporter learned from the relevant person in charge of Suning.cn that the appointment is to obtain the purchase qualification, and it is still necessary to snap it up by itself when it comes to the sale time.
Similarly, as for the number of sales at that time, Suning said that it is inconvenient to disclose.
However, insiders pointed out that from the current situation, the sales volume must be much lower than the reservation volume. That is to say, by 10:00 sharp on October 8, members who have obtained the purchase qualification still have to "snap up their hands" with hundreds of thousands of people to snap up Moutai.
"Hard core" Maotai
Become an important way for merchants to gather popularity.
"Moutai is for drinking, not for frying." As Li Baofang, chairman of Maotai Group, said, Moutai was launched for the first time for comprehensive e-commerce channels, precisely to deepen cooperation with e-commerce platforms, expand channels, flatten marketing channels, reduce intermediate links, and strive to meet consumers’ demand for wine through public bidding of e-commerce.
However, in the case of Maotai’s "one bottle is hard to find", many enterprises also regard the pre-sale of Maotai at a low price as a way for the company to gather popularity and increase traffic.
For example, in addition to offering about 10,000 bottles of Moutai as a way to attract tourists during the opening of Costco’s Shanghai store, many local enterprises have similar practices.
Some time ago, Wumart and Maotai Group also signed a cooperation agreement, and they received 120 tons of input. Wumart sells Maotai in a multi-point APP online reservation and offline pickup mode, which is orderly and without queuing. At the same time, it is also forbidden for internal cadres and employees to buy, which has gathered a lot of popularity.
In addition, recently, Huachuang Securities also launched the practice of opening an online account to book Moutai — — After the user opens an account, the average daily capital of the account reaches a certain amount, and then he can buy 1-mdash at the price of 1499 yuan per bottle; 2 bottles of maotai liquor.
According to industry insiders, such a "promotion" method itself is because Moutai is still in a tight stage. However, according to insiders’ analysis, as Maotai Group expands its sales channels, the phenomenon of reselling may be further curbed, and more affordable Moutai will also return.
Our reporter Zhu Yinling Gao Jiachen