Maotai will reach the electric business channel for the first time

After Wuliangye to cut the way to eliminate small and medium-sized dealers, Maotai will be the first to rectify the market tentacles to just build the electric business channel. Yesterday, the industry exposed Maotai has been the first time in a large authorized electric dealer's illegal promotional behavior issued a ticket, Beijing commercial News reporter subsequently confirmed that the large authorized electric dealer for Maotai, one of the two major authorized Jiuxian network, but as of the press before Maotai and Jiuxian Net did not respond to the specific amount of punishment, but Jiuxian network insiders revealed that This will not end the promotional activities for Maotai.

According to people familiar with the situation, the Jiuxian network was fined, mainly in the whole network during the major promotional period, in Jingdong Mall's flagship store on Maotai products implemented ultra-low price promotion. It is worth mentioning that Jingdong Mall itself is one of the authorized network of Maotai, and up to now, Maotai in addition to the official operation of Maotai Online mall, Cat Maotai official flagship store and the National wine Maotai Alibaba flagship store, authorized network of electric dealers only Jiuxian network and Jingdong Mall two.

In this regard, Jingdong Mall in Beijing to the newspaper reporter reply, said that the Beijing-East and Maotai cooperation is very smooth, the maotai issue of the Jiuxian net is the Beijing-east platform sellers, sellers of shops by sellers operating and maintenance, Jingdong Mall inconvenience comment. As of the Beijing Commercial newspaper Press, Jiuxian Net official and Maotai side failed to give a reply, but Jiuxian network insiders later confirmed the news. "The penalty is Jiuxian nets, but later on Maotai promotional activities will continue to do, but price control will be more stringent." "said Jiuxian net insiders.

This July, Maotai just announced and Jiuxian network to reach strategic cooperation, in just the past of the National Distributor Conference, Maotai also said will strive to do a good job with the electricity business coordination, is to build more than 30 proprietary companies based on the Maotai line on the mall as the platform of E-commerce system, The future of more than 1500 stores throughout the country are likely to be included in Maotai line + offline electric business system. Maotai hope that in the next few years in E-commerce channels can achieve billion sales.

However, the price war has always been used by the electric dealers have touched the bottom line of Maotai and other high-end liquor, traditional channel agents have also complained. Prior to this, Jiuxian network has been in the days of the flagship store, such as "Double 11" 50 percent packets of mail, 9 yuan seconds to kill and 1619 yuan to buy Maotai, Wuliangye combination sales and other promotional activities, Jingdong Mall has also done a single order full 1000 yuan to reduce 300 yuan Maotai special session.

Liquor dealers in the Beijing business newspaper reporter interviewed, stressed that the next 3-5 years, the wine electric power channels will be rapid development, online prices on the low only to reduce the middle cost, liquor industry is the embodiment of channel reform. As long as not below the manufacturer's lowest cost price should be allowed, and said that "Maotai do not let their own rules to replace market rules, manufacturers can not control the product market price", but more people in the industry think, this maotai to the electric operator, the traditional liquor companies to the power dealers should be decentralized and control the tangle of psychology.

In addition, this February, Maotai was required to insure 1519 Yuan, for its low-cost and cross-regional sales of 3 dealers to be punished, while the deduction of 20% margin, and therefore by the National Development and Reform Commission to violate the anti-monopoly law as a result of a 247 million-yuan ticket, this time again on the network agent limit will have the same consequences?

According to industry analysis, it depends on whether the two parties in the agreement is not stipulated in the contract to do low price promotional terms. "Price is not equal to the monopoly of prices, Maotai 90% sales from the line, the use of electric power channel sales proportion of small, does not constitute a price monopoly." "Industry Analysis says.