Guizhou Maotai Stops Conditional Promotion E-Commerce And Shangchao'S Urgent Revision Rules

On the evening of February 2, 21st century economic reporter learned from several Maotai liquor dealers that since February, in order to standardize the promotion behavior of supermarkets and e-commerce, Guizhou Maotai Liquor Sales Co., Ltd. requires all newly developed online and offline businesses not to set a threshold with sales promotion conditions such as points and consumption amount, and restrict some consumers to rush to buy Feitian Maotai liquor, with a buffer period of only 2-3 days. At present, a number of dealers are preparing to publish the revised rules, and Jingdong and Xiashang group have taken the lead in making changes.

As the Spring Festival approaches, Maotai manufacturers in Guizhou have stepped up their efforts to regulate the market order of Maotai liquor. On January 12, the opening rate of 80% of Maotai liquor was required to reach 100%. The purpose of selling liquor out of the box is to increase the bottle opening rate, curb the strange phenomenon of only buying but not drinking Maotai liquor, and reducing the social inventory. Subsequently, many cases of market supervision departments on hoarding and selling fake wine were reported.

Can the manufacturer stop the sales promotion of the restricted merchants, alleviate the pressure of consumers to buy Feitian Maotai liquor?

Jingdong and Xiashang group took the lead in revising the rules

On February 2, Xiamen Xiashang Department Store Group Co., Ltd. (hereinafter referred to as Xiamen Xiashang) released the annual sales plan and February sales plan of Guizhou Maotai liquor successively, and revised the rush purchase rules.

In this month's sales plan, the group clearly released 17920 bottles (nearly 8.4 tons) for the month. Xia Shang members can obtain lottery purchase qualification if they meet the following conditions: members whose registration date is before July 1 of last year (excluding July 1) (and generate consumption before July 1); members who consume more than 4 times in all channels of Xiashang group's retail terminal every month from October to December of last year (only one time will be counted if multiple consumption within one day will be counted, and returned or cancelled orders will not be counted).

Each winner can make an appointment to purchase a bottle of 53 degree 500ml Feitian Maotai every month. Each member is only allowed to purchase once a quarter and 2 bottles per year. The purchase is limited to himself and ID card is required.

Comparing the appointment rules of Feitian Maotai released by Xiashang group on the eve of last year's national day, the reporter of 21st century economic report found that this Spring Festival not only increased the quantity of Maotai liquor, but also cancelled the point threshold.

Jingdong also changed the rules.

As a plus member of Jingdong, the 21st century economic report reporter who has obtained the qualification of booking Feitian Maotai liquor has successively snapped up the purchase, but failed when 700000-800000 people signed up each time.

On February 2, a 53 degree 500ml Feitian Maotai (with cup) was searched in the Jingdong self operated store of Maotai, Guizhou. The label of plus members was not found. As long as the real name authentication users of Jingdong were in Jingdong app terminal, they could buy them. On February 3, we started to make an appointment at 10:00 a.m. and started to buy at 12:00 p.m.

"The Maotai sales group has issued a notice that starting from February, e-commerce booking for rush purchase of Maotai liquor and supermarkets that rely on points to subscribe are not allowed to set preconditions for consumers." On February 2, a large-scale national comprehensive e-commerce platform, which did not want to disclose its name, told reporters of the 21st century economic report why. However, the Maotai manufacturer gave businesses a 2-3-day buffer period to modify the rules.

She said that the e-commerce platform was revising the booking rules for Maotai liquor. However, the 2.0 version of the system is not yet perfect, so we plan to launch on February 3.

As a matter of fact, the 1.0 Maotai liquor reservation promotion version with consumption amount and credit limit for e-commerce and Shangchao has also been released after confirmation by Maotai manufacturers. She told the 21st century economic report that the purpose of expanding new channels is to increase real name consumption and prevent scalpers from grabbing orders.

In order to prevent wine hoarding and reselling, Xiashang group clearly requires that the purchase of wine in the store must be paid by winning one's own payment account, and shall not be paid or used by others. After winning the lottery, the member shall not modify the member information, such as changing the mobile phone number, certificate number, name, etc., or canceling the account, resulting in inconsistent member information and unable to verify the information, shall not purchase alcohol.

What's more, the new regulations introduce the supervision of the public notary office, add 10 special tips for members' welfare, increase the restrictions on scalper speculation, and make consumers' information more detailed and accurate. Xia Shang Group points out that the lottery is conducted under the supervision of Xiamen Lujiang notary office on the 1st of each month. After the lottery, the winning lottery results are imported into the wechat public account, and the winning member system with complete information automatically generates booking tickets and sends SMS reminders. After successful booking, the voucher is valid for 5 days and can be purchased at the reservation store.

According to the detailed rules of Xiashang group, winning members are not allowed to pick up goods across stores. They should carry out on-site verification and registration of member information with their mobile phone, ID card and delivery voucher information (two-dimensional code), and then sign on the "Maotai liquor sales account" for confirmation, and pay for the purchase of liquor on site.

Maotai liquor is still hard to grab

From the perspective of Xiashang group's reservation 2.0 version of Maotai liquor, the consumer points threshold has been cancelled, but the annual purchase volume of each person has been halved, and the rush purchase war of Maotai liquor is more intense under the influx of more consumers.

After Jingdong cancelled the restriction that only plus members can make an appointment to purchase Feitian Maotai liquor, 21st century economic report reporter learned from a large number of messages from Maofen office on wechat public account that although the threshold for rush purchase was relaxed, many consumers still did not have confidence in Jingdong's purchase of Maotai liquor. Netizens "high profile silent" message, "Suning, Jingdong, Taobao, Netease, Xiaomi, from 9:30 a.m. to 22:00 p.m., can make you grab a day's loneliness." Netizens went north to leave a message, "all the people are beginning to practice hand speed, where will Maotai go?"

"Conditional sales promotion is very common in real life, which is a common means used by businesses. Different from conditional promotion, pre transaction notification does not involve the deprivation of consumers' right to know. " On February 2, sun Hongjie, a doctor of marketing and professor of Hainan University's School of management, told reporters in the 21st century economic report that, however, Maotai liquor is in short supply at present. The conditional promotion of Maotai liquor is actually to bundle up Maotai liquor to maximize its own interests, such as taking advantage of Maotai liquor for drainage, promotion and tie-in. He believes that the cancellation of conditional sales promotion by e-commerce companies and supermarkets by Maotai manufacturers is an act of increasing restrictions on downstream distributors by powerful manufacturers with discourse power.

Forced to cancel the restricted sales promotion, more and more Maotai soldiers joined in. So, can the manufacturer's direct sales channel, that is, self operated channel, be easier to buy Feitian Maotai liquor?

On February 2, 21st century economic reporter went to Guizhou Maotai self operated shop located in Longshan street, Yubei District, Chongqing. At the door of the self operated shop, there is a huge wechat code scanning appointment notice. The manufacturer requires that the address of ID card registration should be filled in the address column. No repeated appointment is allowed within 30 days after the appointment is successful. The same person is not allowed to change to other micro signal appointment. Otherwise, the system will automatically put it into the blacklist management, and no appointment application can be accepted within half a year. At the same time, those who are expected or asked to be handled by others will not be handled.

After entering the door, the 21st century economic reporter is required to leave his name, contact number, ID card number, epidemic health code number, temperature measurement and specific information of his entourage in the registration book. If the reservation is successful, the original ID card should be presented and paid by the owner. Like the wholesale channels of Maotai, such as e-commerce and Shangchao, Maotai manufacturers achieve precision marketing by strengthening personal information management.

But wine is also hard to buy. According to the person in charge of the store, every morning, cattle will regularly appear around the store. Until about 4 p.m., there will be a long queue of successful wine buyers. Although this year's Spring Festival, manufacturers increased the supply of their own stores, but still in short supply.

After scanning the code, the reporter of 21st century economic report entered the appointment registration page of Guizhou Maotai Liquor Sales Co., Ltd. The related prompt shows that the system can only randomly draw lots to register through appointment, that is to say, due to the large number of participants in the appointment, the reservation purchase can not guarantee the success of the purchase. On the same day, only three self operated stores in Qinghai, Hainan and Jiangxi were shown in the column of reservation registration and pickup stores.

"Now the stock price of Maotai has been rising, and social capital is also pouring in. Human nature can't stand temptation. As long as most people have the psychological expectation of bullish Maotai liquor and there is a price difference between the market price and the manufacturer's retail guidance price, it is difficult to control the speculation in Maotai in the short term, whether it is the improvement of wholesale channels or the large volume of self operated channels. " Sun Hongjie said.