As of January 31, the number of registrations for the Scattered Flowers Flying Event reached 5.81 million, and the winning rate was only 017%。On February 2, the 300 single Moutai wine quintessence series gift box launched by i Moutai was sold out in one minute. In January, the number of monthly active users of the iMoutai app reached a record high of 19.49 million. Judging from the data of i Moutai APP, consumers are very enthusiastic about some products of Moutai Group, so what is the offline situation? Recently, Weijiu has launched a sales survey in Beijing, Zhengzhou, Chengdu, Hangzhou, Xi'an and other cities, truly presenting the sales of all products of the "Moutai Family" in the "Spring Festival stalls".
**Stable, Feitian Moutai is the "just need" of the Spring Festival
Entering January, ** data shows that the search for "Year of the Dragon" related goods increased by 640 times year-on-year, among which the sales of dragon pendants, refrigerator magnets in the Year of the Dragon, and handheld photo frames in the Year of the Dragon are booming. It is worth noting that consumers' enthusiasm for dragons has also continued to the Year of the Dragon zodiac wine, especially Kweichow Moutai in the Year of the Dragon (hereinafter referred to as "Dragon Mao"). According to i Moutai data, an average of more than 6 million people participate in the subscription of Kweichow Moutai in the Year of the Dragon every day, an increase of 72% compared with last year's Year of the Rabbit.
As soon as Longmao was listed, it was speculated relatively high, because there were very few goods on the market. Chongqing dealer Yang believes that only a few dealers got a small amount of goods in January this year, and the current situation of "Longmao" in short supply will not be alleviated until after the holiday, and it is normal for the later stage to fall.
*In Xiayan hotels and supermarkets, Weijiu found that compared with some mid-to-high-end liquor products, open the bottle and scan the code to win good gifts and buy one free.
1. For activities such as full reduction, the discount of high-end liquor is relatively small, and the overall discount is stable. "At present, the market transaction price of Feitian Moutai is about 3,000 yuan, and the transaction price of the remaining 1,000 yuan ** products is also relatively stable. The owner of the Chengdu Yiyan Hotel told Weijiu.
In this regard, Xiao Zhuqing, an observer of the liquor industry, proposed that the trend of the entire market share to the strong has been very obvious, and Moutai Co., Ltd. will no longer develop new first-class merchants in principle, and each first-class business has its own sales plan, so many first-class merchants are reluctant to sell, and there is no low-price dumping.
Feitian Moutai has always been a rigid product for the Henan market, and the goods arrived in a timely manner this year, and the dynamic sales were more than expected. Liu Guanghui, the person in charge of Henan Zhongrui National Liquor, said, "After the price increase in November, the market of Feitian Moutai soon returned to the original range. At present, the high-end wine for business banquets and gatherings of relatives and friends is still dominated by Feitian Moutai. ”
Sales increased, the first strong, the "Moutai family" Spring Festival sales exceeded expectations
In the past year, in the context of weak social consumption, it was the norm for liquor sales to be "not prosperous in the peak season". So, in addition to "Long Mao" and Feitian Moutai this Spring Festival, how are the "Moutai Family" products performing? What changes are presented?
First of all, Moutai 1935 has doubled its regional sales, and the sauce fragrance series has ushered in an explosion.
According to the data disclosed by Kweichow Moutai, the annual operating income of the series of liquor in 2023 will be about 20.4 billion yuan, an increase of about 28%. After entering 2024, Mr. Cui, a distributor in Hangzhou, said that the increase of the Maoxiang series liquor in the Hangzhou market mainly comes from Moutai 1935, "From the perspective of market feedback, it can be said that Moutai 1935 has a relatively big breakthrough, and the sales volume in January doubled, which is mainly due to the strategic coordination of Moutai Group in terms of quotas, and the East China market is the model market that Moutai 1935 focused on building last year." ”
As for the performance of other products, Cui Lijun, a distributor of Moutai series liquor in Beijing, said in an interview that although there is no ** activity during the Spring Festival, the performance of Han sauce (ingenuity inheritance), Moutai Prince, Guizhou Yingbin and other series of liquor is very good, and most of the products can be stabilized, especially Moutai Prince is out of stock in some markets.
Secondly, ** is above the guide price, and consumers have a high acceptance of Taiyuan.
In March last year, Taiyuan, which undertook the important mission of Moutai Group's 100-yuan product layout, was listed, and this year is the first Spring Festival faced by Taiyuan. Wang Shiyao, the person in charge of Shaanxi Longyu Commerce, said: "Listed in March and arrived in August, the current market of Taiyuan in Xi'an is strong above the guide price, compared with Moutai Health Liquor Company's Moutai Bulao Liquor and other products, Taiyuan as a new product in this Spring Festival to achieve the company's expected goals." ”
Some dealers emphasized that Taiyuan is currently in a stage of intensive cultivation, and the number of consumer orders returned after a few months of promotion shows that everyone still agrees with this product, especially after Taiyuan launched i Moutai, it has also brought a certain touch to the market.
Again, a regional market has increased by one million, and Moutai wine has a high sales in the middle and high-end.
Zhang Li, general manager of the hypermarket business department of Zhengzhou Dennis Department Store, also said that due to the increasing attention of consumers to health in the post-epidemic era, the sales of Moutai wine before the Spring Festival have increased significantly compared with previous years.
Yu Xiaoyun, a distributor in the Hengyang market, expects that the sales of Moutai wine in the Hengyang market during the Spring Festival this year will increase by about one million, "We have been making Moutai wine for many years, although Hengyang is a fourth- or fifth-tier city, but the wine market atmosphere is very good, mainly focusing on the masters of the high-end ** belt, and the collection of products has been very prosperous during the Spring Festival recently." ”
Finally, the channel network increased and the terminal strengthened, and Youmi increased by 40% in the same period.
According to the statistics of Zhen Ping, deputy general manager of Shanghai Haoze***, since January, the company's products have increased by about 40% over the same period last year, and she explained about the growth: "On the one hand, we started to do Youmi in 2019, and we used to focus on **, enterprise customers, since last year, we have added some terminal stores to do shelf display and atmosphere, covering more channels. On the other hand, under the strategy of "a game of chess", many dealers are working hard to promote the subsidiary product of Youmi, and the promotion efforts are greater, and the sales volume will increase. In addition, Zhen Ping also pointed out that the acceptance and demand of consumers for blueberry juice before the holiday is also relatively high, and many companies will purchase blueberry juice as a gift for the Spring Festival.
The "resonance" of certainty and growth, through the booming sales of the whole Moutai system, we will look at the "game of chess".
According to the data, in 2023, the total retail sales of consumer goods will 471495 billion yuan, an increase of 72%。Among them, the total retail sales of tobacco and alcohol consumption in December were 53.3 billion yuan, a year-on-year increase of 83%；The total retail sales in 2023 will be 550.7 billion yuan, a year-on-year increase of 106%, which exceeded the overall growth rate of retail sales of consumer goods.
The growth rate and pace of recovery of different categories in the consumer market show certain differences, and the higher growth rate of tobacco and alcohol is a positive signal for the liquor industry. Under this data, focusing on the consumption of liquor during the Spring Festival, there is a view that the phenomenon of K-shaped differentiation and recovery satisfies the recovery momentum of products with higher and lower consumption levels, but why can the "Moutai family" achieve the peak sales of all products?
First of all, Moutai Group has been continuing to promote the market and brand, especially after Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, put forward the concept of terminal is king, and wants the strategy of "four kings" of products, channels, brands and terminals. According to Weijiu, Moutai and its subsidiaries did not carry out special sales policies during the Spring Festival, but still insisted on basic work such as tasting, display, circle sponsorship, and consumer cultivation.
Specifically, in the first week of the first week of 2024, Moutai has carried out 260 marketing activities in various provinces and regions, and Moutai dealers around the country have opened a new chapter of Moutai's "beauty marketing" in 2024 in the form of courtesy consumers, i Moutai and Xunfeng promotion, and public welfare activities, so as to build a new expression of fine wine, food, beautiful life, and beautiful links.
Secondly, Moutai Group firmly follows the strategy of "a game of chess", as "a pioneering strategic initiative" of Moutai Group, and "a game of chess" is considered to be of great significance for Moutai's high-quality development and modernization. In fact, not only the strong sales of the "Moutai family" during the Spring Festival, but also the "double 100 billion" revenue and profit of Moutai Group for the first time in 2023 fully shows that it is a "big group playing a game of chess" that is promoting Moutai Group to achieve greater development.
In the past year, whether it is the leaders of Moutai Group who have frequently investigated the development of the "One Game of Chess" work, or Ding Xiongjun's repeated emphasis on all parties to actively integrate into the "One Game of Chess" and actively build a good ecology of harmony and symbiosis, creating a win-win situation, it fully shows that Moutai Group is further increasing the promotion of this strategy.
It can be inferred from this that under the accumulation of the early stage and the correct strategic thinking, and under the resonance of Moutai's certainty and the growth of its subsidiaries, facing pressure and adjustment, Moutai Group will still amplify its "certainty" in the industry in 2024.