Maotai launched the activity of changing empty bottles. In the process of "price stability", the sales method of "changing empty bottles" has attracted much attention from the market. The essence of "exchanging empty bottles for purchases" is to crack down on hoarding and speculation and encourage real consumption. Maotai launched an empty bottle exchange activity.

Maotai launched an empty bottle exchange activity 1 "exchange+opening", but it is still difficult to participate in the activity.

If many people haven't heard of empty bottle exchange on 20 19, most consumers are already familiar with empty bottle exchange by now.

At the moment when the investment demand is enlarged, there are more people in the sales chain of Moutai market, which also makes it difficult for end consumers to buy wine. In the case that it is difficult to identify the consumer demand, it is necessary to open a bottle for the drinking demand to truly meet the just-needed demand for wine. The empty bottle exchange mode of direct stores has matured. Box Ma Xiansheng tried to tear the bottle cap, and Wumart launched an empty bottle exchange activity as early as May. Despite this, due to the limited area and crowd radiated by the channel, many people have not been exposed to this exchange method.

It is reported that Maotai stressed in this "double festival" price stability: "All channels should face end customers and carry out the" empty bottle exchange "activity. For registered customers, guide them to take back the empty bottles of Moutai and exchange them. For new customers, try to sell a small amount of Moutai as much as possible, and tell them that the next purchase needs to be "empty bottle exchange". "

Many consumers found that Wumart, Xiamen University, Xiashang, RT Mart and other channels have carried out empty bottle exchange activities, and put forward the following requirements: designated time, purchase from their own channels with order records, empty bottles, logistics codes and plastic lids.

In addition, a company located in a city in southwest China recently received a notice to take wine after submitting an application for buying wine to a direct store. The company has not been formally registered in the direct store, but the staff of the direct store told us that it can be exchanged after drinking, and the exchange ratio is 1: 1.2.

In addition to corporate users, individual consumers can also redeem. Li Jun (a pseudonym), a Shanghai consumer, mentioned that as long as you buy Moutai in a direct store in Shanghai, you will bring an empty bottle, a rubber cap and documents to the front desk for inspection, and you can exchange the goods after passing the inspection. He said: "people who draw lots to make an appointment can also participate, which means that buying two bottles is equivalent to getting the seeds, and you can buy more and more."

Indeed, for those who just need wine, there is a chance to get more quota through exchange. What most people lack is this "seed", and they may still have the opportunity to continue to participate in dating.

In addition to exchanging empty bottles, the "1499 Flying Drink" campaign launched in Guizhou and Guangxi last year will be extended to more provinces and cities. It is understood that "open bottle consumption" requires cooperative merchants to sell at the suggested retail price of the company, and tying and additional conditions are not allowed.

Increase the proportion of retail sales, and the channel adopts the online "reservation+lottery" method.

Since September, a number of Moutai purchasing channels have successively announced measures to increase transaction volume. Coupled with the arrival of the "Double Festival", under this influence, a batch of prices of Tian Fei Maotai fell below 200 yuan; If compared with before the news of heavy volume came out at the end of August, a batch of prices dropped by nearly 400 yuan.

A Shenzhen consumer bought 9 bottles of cheap Moutai in September, mainly through channels in Shang Chao and Guizhou. He said: "I also made an appointment with four dealerships recently, but I haven't received a response yet." Speaking of which, he was on his way to CR Vanguard to get wine, and the next morning he found himself on a date with a bottle of Qixian.

In addition, the e-commerce platform is already in heavy volume. On the morning of September 17, many consumers in the WeChat group snapped up successfully in Suning, and a consumer in Jiangsu received the news that Xiaomi was eligible to buy products. This is the fourth time he has received relevant news this year.

It is understood that Maotai's "Double Festival" volume has made relevant arrangements on how to launch: in terms of channels, in addition to increasing the volume of self-operated companies, we will focus on ensuring the launch of supermarkets, e-commerce and self-operated channels; In terms of products, focus on 500ml Tian Fei Maotai; In terms of regions, it will be launched in the order of key, small and medium-sized markets. To put it simply, Tian Fei Maotai, which has the strongest demand, is put into more people in need more accurately.

As early as the end of August, some drinkers found that the reservation of direct stores increased from 1-2 bottles per person to more than 4 bottles; On September 15, Wumart announced that 60,000 bottles of Moutai will be put in during the two festivals to make an appointment to shake the number. In the same period, 10000 bottles will be used for "empty bottles". Five days ago, Xia Shang of Xiamen University announced a two-day heavy volume activity, with 45,600 bottles in two phases, and also adopted an appointment lottery to launch an "empty bottle" exchange activity.

In addition, supermarkets such as RT Mart, Metro, Xinhuadu and Hongqi Chain, as well as distributors in many places, have announced or launched the reserved lottery of Moutai. More policies have also spread to traditional dealer channels. It is understood that Maotai requires dealers to carry out activities of "entering the community" and "approaching the enterprise", and special dealers should "open stores" on the street. Maotai will continue to promote special dealers to become exclusive stores.

This is not a coincidence, but the trend of Maotai market. It is reported that Maotai requires all channels to follow the principle of "multi-customer, small batch" and increase the retail proportion through "reservation+lottery", among which the retail proportion of Shang Chao and e-commerce companies is above 85%.

At present, e-commerce channels rarely use the method of making an appointment to draw lots. Relatively speaking, online e-commerce has a wider radiation range and is more convenient to snap up, but it is more difficult to snap up because of the large number of participants and the phenomenon of hanging out.

On the whole, booking lottery is a friendly way for ordinary consumers.

At the same time, booking the lottery is also a test of direct sales channels, which need to improve the transparency and fairness of activities, just like CR Vanguard and other channels that have long announced the list of winning members.

Maotai launches empty bottle exchange activity 2. The annual National Day sales season in liquor market is coming. At this time, how to stabilize the price and market of Maotai will become the focus of the industry.

Recently, the reporter of Changjiang Business Daily learned that on the eve of National Day this year, Maotai is expected to increase the supply of Moutai to market terminals one after another to alleviate the situation of "difficulty in buying wine". Among them, direct sales channels are still the key targets.

This is also the first peak season for Ding Xiongjun, secretary of the Party Committee of Kweichow Moutai Group, to "stabilize the price war". On the basis of increasing investment, Maotai also made a combination of "three precisions" this year, which refined a series of problems such as delivery, sales and supervision, and continued measures such as "exchanging empty bottles for purchase" and "opening bottles for consumption" to promote Moutai to return to the consumption concept of "drinking" rather than "frying".

When visiting the terminal market, the reporter also found that the market prices of Tian Fei Maotai in Guangdong, Jiangsu, Beijing and other provinces and cities have declined.

Before the National Day, the market turnover increased in the same period.

"One bottle is hard to find" is the normal state of Tian Fei Moutai. In order to ensure that consumers can buy Moutai at a low price, Kweichow Moutai has continuously introduced a number of measures to "stabilize prices", the most direct way of which is to "open the floodgates" every peak season.

Not long ago, Changjiang Business Daily reporter learned from official channels that Kweichow Moutai plans to put more Moutai into the terminal market before the National Day this year.

"At present, consumers mainly reserve self-operated stores through WeChat, and they can pick up the goods at the scene after success. After increasing the delivery, the number of appointments per day has basically tripled. " Mother Cheng You, manager of Kweichow Moutai self-operated store in Hebei Province, told the reporter. According to Chengyou's mother, at present, the retail price and circulation price of Moutai in the sales area where the self-operated store is located have declined, and the retail price has dropped more obviously.

At the same time, a Maotai dealer told reporters that in actual sales, the situation that "a bottle of Maotai is hard to find" is also a difficult problem for dealers, and the "hype" of scalpers has really affected the real market price. Therefore, increasing the market before Maotai Festival is good for dealers and just-needed consumers.

Consumer Mr. Qi told reporters that after the price increase of Moutai, the subscription period of members was reduced. I made an appointment to buy wine before, and it took a week or even ten days to get the goods. Now the time to get the goods is basically controlled within one week.

Another consumer, Mr. Chen, said in an interview: "We are old customers who have been members of Maotai for ten years. We basically purchase a certain amount every month, and we can get the goods after the basic WeChat appointment."

Mr. Chen said that in the peak season of sales, stores will also notify in advance. If you don't have to purchase, try to reduce the purchase volume and leave more customers who just need it.

Ensure the "three precisions" of "price stability and market stability"

In addition to increasing the delivery, during the National Day this year, Maotai made a series of issues such as precise delivery, precise sales, precise management and control, and combination boxing, and refined the delivery, sales, and supervision and implementation. The measures of "stabilizing prices and stabilizing the market" are more severe.

In terms of delivery channels, increase the centralized delivery of self-operated companies on the eve of National Day, focusing on ensuring the delivery of supermarkets and self-operated channels; In terms of product launch, Shang Chao and e-commerce mainly use Tian Fei 53 500ml Moutai (not less than 90%), and increase the launch of fine wine, zodiac wine, aged wine and other products through self-operated channels; In the launching area, it will be launched in the order of key markets and small and medium-sized markets to meet the needs of large and medium-sized key markets such as Beijing, Shanghai, Guangdong, Henan, Shandong, Zhejiang, Jiangsu and Guizhou.

In terms of sales channels, increase the proportion of retail. During the National Day, the self-operated company increased the retail proportion of Moutai to over 40%, and Shang Chao and e-commerce increased the retail proportion of Moutai to over 85%. Social distributors need to retail more than 70% of all Moutai during the National Day. In terms of sales methods, Maotai continued to "buy empty bottles" and piloted "open bottles for consumption". That is, for old customers, guide them to bring back empty bottles of Moutai for "opening consumption"; For new customers, try to sell a small amount of Moutai and tell them that the next purchase needs to be made through "empty bottles". In addition, self-operated companies and distributors cooperated with well-known local high-end catering hotels to supply a small amount of Moutai for on-site "opening bottles for consumption" for the first time, and then exchanged empty bottles with self-operated companies.

In terms of precise management and control, it accurately conveyed the relevant requirements of "stabilizing the market and stabilizing the price", combined with the services of third-party monitoring institutions and special personnel, strengthened supervision and strict accountability supervision, and implemented this "stabilizing the market and stabilizing the price" plan.

Cai, an expert in liquor industry, said that Maotai's series of "price stabilization" measures, on the one hand, increased the supply, on the other hand, forced middlemen to increase the market supply of products by strengthening supervision.

"Empty bottles to be purchased" returns to "drinking" wine without frying.

The reporter noted that in the process of "stabilizing prices", the sales method of "exchanging empty bottles for purchases" has attracted much attention from the market.

Trade-in and empty bottle exchange are often used in the promotion activities of FMCG industry. In the case that the supply of Maotai in Tian Fei is in short supply, what is the significance of the measures to stabilize the price of Kweichow Moutai by "exchanging empty bottles for purchases"?

According to Cai, an expert in liquor industry, the redemption of Maotai is different from that of other consumer goods. The exchange of other products is more in the hope that consumers will buy back to stimulate sales, while the exchange of Maotai is more a kind of feedback to customers who just need it, encouraging real consumption, improving the marketing rate of channel products by stimulating market consumption, and alleviating the price malformation caused by the imbalance between supply and demand. The premise of empty bottles is that Moutai has been consumed, so, in the final analysis, the fundamental of "empty bottle acquisition" is to crack down on hoarding and speculation.

In addition, Cai also said that the price of Moutai continues to rise because there are a large number of hype backbones. At present, in the peak consumption season, the joint activities of Maotai and its own merchants can effectively increase the market supply, expand the efficiency of product circulation, and alleviate some negative public opinions caused by the scarcity or shortage of Maotai in the market, which is of positive significance to the brand image and reputation of Maotai and to maintain the convenience of consumers' purchase and product consumption. At the same time, it also plays a guiding role in the rational consumption of liquor industry.

According to Cheng You's mother, up to now, "empty bottles for" customers account for about 90% of big customers. Compared with previous years, the bottle opening rate has been greatly improved, so the speculation space left for scalpers in the market has also been greatly reduced, and the effect of stabilizing prices is obvious.

On the afternoon of September 24th, Kweichow Moutai officially held the first extraordinary shareholders' meeting of 202 1. At the extraordinary shareholders' meeting, Ding Xiongjun, the chairman of Kweichow Moutai, who has been in office for more than 20 days, also responded to the hot issues such as the price and price system of Moutai, and made it clear that he was determined to "return Moutai to commodity attributes". Ding Xiongjun put forward: "From the market point of view, Moutai is a commodity after all, and its price formation follows the market rules and is influenced by multiple factors such as supply and demand. It is unscientific to break away from the law of value itself. Maotai will follow market rules, echo market signals and reflect reasonable value. "