Maotai Price a half-hearted channel game

January 2011, the media reported that Guangzhou individual shopping malls 53 degrees flying Maotai price per bottle up to 1900 yuan, in order to cope with the increasingly heavy pressure of public opinion, Guizhou Maotai (600519. SH) dispatched a 50-person working group to inspect the national market.　　A dealer who was examined by the Maotai Working Group recently told the first financial daily that the price of Maotai liquor in his area exceeded 1200 yuan, and that the inspection Unit had not taken punitive measures at present.　　In the opinion of analysts, the distributor and the Guizhou Maotai is not a kind of equal game, no matter from which angle, in the giant-like Maotai before, dealers can not in the market and Guizhou Maotai confrontation, Maotai's soaring in fact coincides with Maotai to the luxury of the transition strategy, Guizhou Maotai price is actually half-hearted.　　Dealers are not behind the scenes?　　Analysts believe that the real dominant Maotai price is Guizhou Maotai, rather than in the forefront of dealers. The relationship between distributors and liquor-making enterprises has been very delicate in recent years.　　For example, many wine dealers big "took", and liquor production enterprises and these "super dealers" pales. China Liquor Circulation Association President Wang Xinguo December 2010 in Shanghai, said that the domestic sales have reached 2 billion yuan liquor dealers, from Changsha, Hunan, the beginning of the Hua Hua Group for example, its annual turnover has reached 6 billion yuan, the total assets reached 6 billion yuan, with 15,000 employees,　　Business throughout the country 31 provinces and autonomous regions. China-smelling Huatong (Beijing) Management Consulting Co., Ltd. Wang Chuan only said, Hua Hua group such a "super dealer" has become the Chinese market after Wuliangye, Maotai Super Beverage enterprises, not to mention the national market, a large of more than 4~5 a billion of billions of drinks sales, Chinese liquor Small and medium-sized enterprises have been to some extent by the Super dealers control.　　For example, Wu Liang Ye, is a lot of super dealers in the maintenance of its "Chinese liquor king" reputation, if the super dealers all defected, Wuliangye Chinese liquor king name may not be able to secret will keep.　　But Guizhou Maotai is an exception. In the first half of 2010, Maotai business income of Guizhou is 6.587 billion yuan, the first five dealers contribute to the operating income of 394 million yuan, the total operating income of Guizhou Maotai is only 5.99%　　, the first major distributor of Maotai in Guizhou Shanghai Sea Smoke Logistics Development Co., Ltd. contributed to the operating income of 95 million yuan, accounting for the total operating income of Maotai in Guizhou only 1.44%. If the Guizhou Maotai compared to a big tree, its largest distributor may be counted as a grass.　　Guangdong Province Liquor Monopoly Management Bureau deputy director Zhu Sixu said, Guizhou Maotai in each province has not set up Distribution Agent, has already spread and flat sales channels, dealers can not control Maotai sales channels. Wang said that the distribution channel of Maotai in Guizhou is roughly composed of three parts: stores, custom wine channels and distributors. According to the official website of the Guizhou Moutai, there are more than 1000 Maotai stores nationwide;Some government departments provide Maotai.　　In Wang view, Guizhou Maotai firmly control stores and custom liquor two major sales channels, more than 20,000 tons a year of Maotai, half that 10,000 tons or more are sold through these two channels. Guizhou Maotai Strong control stores and custom channels of the starting point is to the fidelity of Maotai. Maotai is true and false on the market, true and false, Wang said, to protect the real must be as short as possible sales channel distance, the shorter the channel distance, the greater the likelihood of fidelity, Guizhou Maotai wine directly to the store to sell, you can through e-commerce means to control the flow of the terminal, can play a very good fidelity effect.　　In the custom wine part, because the custom wine customer identity is quite special, Guizhou Maotai strong control of the core crowd these channels, to ensure that they drink 100% is true wine, this is the Guizhou Maotai in the market foothold and survival basis. Maotai Dealer is another major component of sales channels, on the surface of the dealer's own system, there is a strong independence, Maotai in fact also has a strong attachment relationship. Industry insiders said that Maotai and Wuliangye different, Wuliangye capacity, and Maotai production capacity of only 20,000 tons a year, the short-term capacity can not be a large increase, is a scarce resource, as long as the dealer to become Maotai, will certainly make money.　　In this context, the dealer and Maotai are not likely to be confrontational.　　Maotai secretly transformed luxury goods?　　Zhu Sixu that there is indeed someone in the market to buy Maotai from all over the hoarding, and then sold at high prices, but this amount is not much, sales channels or firmly grasp in Guizhou Maotai hands. A recent acceptance of the Guizhou Maotai Working group to check the dealer told the newspaper reporter, Guizhou maotai in advance notice will be to its area inspection, according to the Guizhou Maotai limit order, a bottle of Maotai price can not exceed 959 yuan, supermarket sales price can not exceed 1009 yuan, in fact, the local market price reached 1280 yuan,　　The market is still out of stock, 2 years ago, Guizhou Moutai gave him 8 tons of wine every year, now reduced to only 6 tons; for the dealer in the region over the price of the move, Guizhou Maotai's working group has not made a decision to punish.　　As of this reporter, Guizhou Maotai did not respond to its 50-person working group to check the national market has produced what effect. Zhu Sixu said that the price soared behind the Guizhou Maotai hope to the transition strategy of luxury goods, he said: "2 years ago, I estimated that maotai price will exceed the foreign wine, it will go to the direction of luxury goods, China also needs a white wine luxury brand." "Insiders say in the latest adjustment before the ex-factory price of Maotai is 540 yuan a bottle, in fact, the physical cost of 200 yuan, each bottle has 300 yuan of gross profit, the personage pointed out that Guizhou Maotai Enterprises want to position their brand as a luxury, so it's pricing system to foreign wine price system, Foreign wine is the price of 1000~2000 yuan per bottle, Maotai oneself is called the national wine, hope to high, he said: "or Maotai company itself to curb the momentum of rising price is insufficient, because it does not need to curb price rise, itTheir own interests have been met. ”