It can be said that where there is cheap Maotai to sell, there will be people robbing Maotai. Behind them, there is a huge interest chain, and everyone involved in the circulation of Maotai can share a piece of it. After layers of overweight, consumers want to drink Tian Fei Maotai, and the price paid is about 3,000 yuan per bottle.
How difficult is it to buy cheap Maotai?
In order to grab the cheap Maotai on the e-commerce platform, Qian Qiang set many alarm clocks in her mobile phone. At 9: 30, Suning.cn,10 JD.COM, 12 tmall, 15 Xiaomi has something ... Every time it's rush time, he opens the page two minutes in advance, and repeats operations such as adding shopping carts and settling payments over and over again, but they are all unsuccessful. The system showed congestion a second ago.
Recently, Gao Weidong, Party Secretary and Chairman of Maotai Group, has repeatedly said that effective measures should be taken to "control prices and stabilize the market" so that consumers can drink truly cheap Maotai. To this end, Maotai increased the proportion of direct sales channels in the fourth quarter, of which Tian Fei Maotai * * * invested 465,438+060 tons. According to the calculation that 1 ton equals to 2 124 bottles, about 8.83 million bottles of cheap maotai are put on the market, accounting for one eighth of its annual plan, which is 1.57 times that of last year. However, there are still a few people who have failed like Qian Qiang.
This is because the market demand far exceeds the turnover. Taking the e-commerce platform as an example, Ai Caijing found that Suning and JD.COM put in 500,000 bottles and 600,000 bottles respectively in June of 5438+02, and the average daily quantity was less than 30,000 bottles from June of 5438+00. However, on the day of June 65438+February 65438+June, the number of people who made an appointment to snap up on Suning platform exceeded 650,000, and there were also 680,000 people on JD.COM platform.
These reservations can only be obtained by paying membership fees. Even for Netease YEATION, the total shipment in February was only 1.5 million bottles, and tens of thousands of people robbed it every day, provided that 1.29 yuan became a member. When Gome's e-commerce 1 1 engaged members to grab Maotai without a threshold, it directly led to the collapse of the APP that day.
In some supermarket channels, it takes thousands of dollars of real money to qualify for purchase. For example, Wumart needs to spend three months in advance, and the accumulated amount is more than 3,000 yuan, in order to snap up Tian Fei Maotai at a low price; The threshold set by RT Mart is to spend more than 2,000 yuan.
"I haven't drunk Moutai for a long time." A number of middle and high-level enterprises said that they have stopped drinking Maotai recently. First, because they can't grab it, they have no energy to grab it. Second, because it is difficult to judge whether Tian Fei Maotai is true or false in the market, I dare not buy it, and finally I have to give up drinking Maotai.
Who are you robbing Maotai with?
After grabbing Maotai on the hot search list of Weibo, some people felt: "Who are we robbing Maotai with?" Some netizens sent a video response. There are six mobile phones in the video, and each mobile phone is automatically grabbing Maotai, and they are all successful.
Behind the e-commerce platform Second Light, a complete industrial chain has been formed. Some people grabbed Tian Fei Maotai at the first time by applying various technical means, such as plug-ins, scripts and monitoring, which is essentially the same as Spring Festival travel rush grabbing train tickets. These people are called "scalpers". They are not people who consume Maotai, but just covet the huge profit space.
In the whole interest chain of grabbing Maotai in series, scalpers belong to the middle level; Those who make money by selling all kinds of buying strategies and buying software belong to the bottom; Then there are wine merchants, throwing real money and making money on foot. It can be said that everyone who participates in the circulation of Maotai in Tian Fei can get a slice of it, and all of it is paid by consumers.
When Tian Fei Maotai comes out of the winery, the first link is the direct sales channel or the first-class distributor, which is the first level for Maotai to finally circulate to consumers. According to the amount released by Tmall, JD.COM and Suning at present, selling Maotai under the moonlight of 654.38+02 will bring at least 40-80 million yuan, 60-654.38+20 million yuan and 79-654.38+58 million yuan respectively.
After arriving at the direct selling channel, who can grab Maotai in Tian Fei and display their magic power by themselves. Some people use the convenience of work, such as being familiar with the platform rules of JD.COM, Tmall and Suning, and knowing the specific transaction volume; Someone is looking for plug-ins; Some people mobilize all relatives and friends around them to engage in sea tactics; Some people are really quick. ...
These people robbed their own wine, and the circulation of Tian Fei Maotai stopped. But a large number of people choose to continue to circulate-either give it away or sell it at a high price. Some consumers told Ai Caijing that they recently snapped up four bottles of Tian Fei Maotai, all of which were sold at a price of 2,400 yuan, with a total profit of 3,604 yuan.
Such people can be regarded as "wool party". It's all about luck. If they catch it, they will get rich. If they can't get it, it doesn't matter. But more are professional scalpers. They are scattered all over the country, and some stay at Zunyi Maotai Airport. When they saw someone holding Moutai, they immediately went up to ask each other if they wanted to sell it, and then they began to bargain and clinch a deal at a price recognized by both parties. Some people stay online, post information about buying Maotai, and wait for their prey to come to the door like hunters. Others upgraded from the wool party to the scalper party, making money in the middle.
Unknown volume effect:
The terminal is still 3 thousand yuan per bottle, and the big dealer earns 65.438+0.2 billion yuan.
However, compared with stragglers, it is dealers who are entrenched at the top of this food chain. Compared with direct sales channels, the profit margin of first-class dealers is much larger. They rarely sell Tian Fei Maotai at the price of 1499 yuan, and usually choose to earn money by themselves. Becoming a Maotai dealer often means getting a "printing machine", which also leads to frequent corruption cases in Kweichow Moutai. In the past year or so, more than a dozen Maotai executives, such as, Hong, Li, have fallen.
Nowadays, with the strengthening of internal rectification of Maotai, it is more and more difficult to become a Maotai distributor. Kweichow Moutai financial report data shows that in the first three quarters of this year, the total number of Maotai dealers was only 2,049, a decrease of 342 compared with last year. Among the existing distributors, only 14 are added, all of which are series wine distributors.
Of course, you can't make this money without any financial strength and customer resources. A wine merchant calculated an account. If you collect 300 bottles of Tian Fei Maotai at a price of 2,300 yuan, you need a working capital of 690,000 yuan. If a bottle earns 300 yuan, the profit is 90,000 yuan, but this is based on selling all the goods.
Although millions of bottles of Tian Fei Maotai have been put into the market recently, the price of a batch of Tian Fei Maotai is very stable: from February 9, 65438 to February 6, 65438, the original batch price of Tian Fei Maotai was about 2830 yuan, and the price of bulk bottles was about 2420 yuan. The lowest price was 65438+February 65438+February, and the big bottle dropped to 2330 yuan, but it quickly picked up.
When asked if they were afraid of Maotai flying in their hands, the attitude of all the wine merchants was surprisingly consistent: No, one wine merchant said with certainty that it would be okay to fall, but if you stay for a while, it will definitely rise back. After all, compared with the market price of Maotai in Tian Fei, the Maotai in their hands still has a certain profit margin.
At this time, the most tangled is the small wine merchant and the owner of the tobacco and liquor store. "Recently, we stopped collecting Tian Fei Moutai, because the amount put on the market was too large, and I was afraid that the delivery package would be in his hand." A small wine merchant said cautiously.
However, from the terminal point of view, the relatively cheap flying Maotai is still hard to get a ticket. In a Maotai store in Chaoyang District, Beijing, the normal selling price of Tian Fei Maotai is still steady at 3,050 yuan, and even the activity price of buying six bottles and getting one bottle of red wine is 2,799 yuan. The clerk proudly told the customer, "The festival is coming soon. Recently, many people bought a whole box of gifts, no discount, 3050 a bottle. "