Electric Dealer Low price promotion whether "touch" to upscale liquor price bottom line?

According to reports, recent news that the representative of high-end liquor-Guizhou Maotai to regain the previous years of "iron Fist" strategy for low-cost distributors and electric dealers issued a ticket. Among them, the electric dealer is just reached the strategic cooperation Jiuxian NET in July this year. Electric Dealer Low price promotion whether "touch" to upscale liquor price bottom line? What is the signal behind Maotai's move?

Walking in the Beijing Subway Dong Dan Station, from line Line 5 to transfer to line Line 1, a glimpse of the eyes, both sides are a large network of Jiuxian ads. Complacent chairman Shang hands Aloft two altar wine, advertising word written "Year-End sales, thousands wine, 9 yuan seconds to kill!" "A few characters. Passing people think, once the high-grade white wine, now hit the electric dealer price war-one word: pull down the altar.

However, recent media reports, held this month in Guizhou Maotai annual dealer Conference, Maotai to authorize the electric Dealer Jiuxian network issued a ticket. The reason for the penalty is that the website for Maotai products to carry out ultra-low price promotion. Reporter Telephone Interview jiuxian NET Chairman Shang, get the following response.

Shang: I really don't know about that. Will there be such a thing? I do not know. We have this promotion every day, more than 20 promotions a day online. It is a fact that the price of baijiu has been falling in 2013 this year.

"The price of wine has been falling" is a fact. Especially restricted by the three public consumption, plasticizing agent incident impact, high-end liquor this year is "busy season is not flourishing", sales plummeted, prices continue to lower. According to incomplete statistics, this year's high-end liquor sales fell nearly 50% compared with previous years.

And prices, last spring wholesale price or 1800 yuan of 53 degrees flying Maotai, the beginning of this year has fallen back to 1500. At present, in Maotai official operation of the electric business platform, flying Maotai price only 1159 yuan a bottle. However, many dealers told reporters that the current market price has fallen below a bottle of 900 yuan, some places more than 800 can be bought, has been very close to the ex-factory a bottle of 819 yuan "red line." Of course, a few places have already appeared price "upside down". A Zhengzhou Maotai dealer simply told reporters, "Do not price, the loss of death."

Dealer: Maotai Liquor Factory will not be a special person to ask you how much money to sell him a bottle to sell me how much money, as long as the Maotai liquor factory do not know what to do, I want to lose money to sell him can not control. Lose money to sell that is my own things ah, know the price of Maotai next year will fall, will certainly sell low, a year tens of millions of of the task must sell low.

In July this year, Maotai announced, and wine electric Platform Jiuxian network to reach strategic cooperation. This was at that time by the market that is once high maotai "put down the body", "via" Electric business platform to expand sales channels. press conference, over seven years, known as "liquor Godfather" Maotai honorary chairman Keliang so appraised this "cooperation."

Keliang: As a person who has struggled for decades in the field of liquor, I see the future development of the good wine class. Jiuxian Network in the field of wine electronics unique, and to more than 50% of the market share ahead, is because of Maotai and Jiuxian Network two enterprises outstanding characteristics, the depth of cooperation between the two can be achieved.

Since then Jiuxian Network launched a series of high-end liquor discount promotions. From "Double 11" 50 percent packets of mail, 9 yuan seconds to kill, 1619 Yuan Maotai + wuliangye (15.19, 0.42, 2.84%) combination of sales, to "double 12" 1099 yuan a bottle of flying Maotai and 52 degrees 3 kilograms of wine, a great variety, dazzling.

However, there is one thing to be sure, the market for wine products to enter the bursting period. According to statistics, day cat double A wine list, Maotai became a sales champion, Jiuxian net day sales reached 220 million yuan. China's E-commerce research predicts that this year's wine online shopping market transaction size will be expected to break 6 billion. However, the industry said that the current sales of Maotai nearly 90% still from the line, the electricity business channel accounted for smaller. One alcoholic trader believes that Maotai is a ticket to balance the interests of traditional dealers.

Liquor dealers: is to do the surface (article) to the dealer to see if it does not punish these dealers can not account. The network is originally a price war, the price is relatively favorable.

Reporter: How does the electricity merchant online low price form? Is it a promotion?

Liquor-dealers: Some dealers are too many goods, some pressure. Run the goods to sell, the low price is very normal.

In February this year, Maotai was required to be insured for 1519 Yuan, for its low-cost and cross-regional sales of 3 dealers to be penalized, deducted 20% margin. The NDRC investigated and issued a 247 million ticket to Maotai on the basis of violating the anti-monopoly law. and financial commentator Ye Tan think, this incident should be regarded as the ordinary fast consumer goods and luxury goods, the dealer order of an integration.

Ye Tan: Maotai and Jiuxian net of this thing, is Maotai and sales channels between the game. For these fmcg, it is very important to rectify the order of the market and maintain the fair deduction between the various markets in the country. Otherwise its entire national market price will be confused. It used to be a traditional channel, but now it's both online and offline. Its online channels because the middle of the link is less, the price will be lower, which will affect the interests of the offline channel, it must achieve a balance, otherwise no one would like to sell online.

Maotai official Weibo recently released news that as of this November, sales companies have basically completed Maotai all sales tasks, other major indicators also increased over the same period last year. But this year, there have been many high-end liquor brands have launched the lower price of 500 yuan below the low alcohol sales promotion, and a great number of well-known liquor enterprises, have chosen "net", into the online sales of a good situation. Liquor marketing expert Xiao said that the future, high-end liquor industry competition will be further intensified.

Xiao: The ten years of rapid development of liquor, is not to inventory as a disgrace, against the stock as proud. Because every year the high-end liquor is rising. A price hike, the backlog of liquor in the library to sit on the appreciation, so cover up the liquor industry a lot of fundamental problems. At present, the liquor industry may already be surplus, the future competition will be more brutal, and then want to return to the past glorious decade, I think it is impossible.