The first one is 100 ml Tian Fei 53% vol；; ; The second section is 500 ml Tian Fei 43% vol；; ; The third section is 500 ml of 43% vol；; ; The fourth paragraph is 500 ml 53%vol prince wine; The fifth is 500 ml 53%vol welcome wine. At present, these five products can be purchased at any time, and some precious wines need real-name registration to make an appointment. However, for the 500 ml Tian Fei 53%vol that the market expects most, there is no shadow on Maotai APP, and there is no channel to make an appointment. Then why doesn't Maotai self-operated e-commerce sell 500 ml Tian Fei 53%vol Maotai? Actually, to put it bluntly, they don't want to sell.
Because once Maotai's self-operated e-commerce platform sells this wine, it will definitely have a great impact on many dealers, so major dealers will definitely not be happy. However, the sales channels of Maotai have always been mainly undertaken by many dealers, and the reason why Maotai can stand still is inseparable from the credit of many dealers. Therefore, even if Maotai's APP is online, they dare not sell the most proud products on the market, which may be due to several considerations.
First of all, selling through dealers can reduce costs. The price of Tian Fei Maotai is 1499 yuan, no matter whether it is sold through self-operated e-commerce or dealers, it is not difficult to sell it through any channel. However, through the self-operated e-commerce platform, you should increase the after-sales service of e-commerce and increase the logistics cost, which will undoubtedly reduce the profit margin of Tian Fei Maotai. Selling through dealers is very simple, and dealers buy in bulk. Maotai does not need additional after-sales personnel, nor does it need to bear its own logistics costs, which can save a lot of costs.
Second, Maotai has to rely on dealers to maintain the price of Maotai. Tian Fei Maotai topped the list because of the credit of its dealers. Although the scarcity and low output of Maotai are important reasons for the high price of Maotai, a bottle of Maotai is always thousands of dollars or even thousands of dollars, and many of them are actually fried.
For example, many dealers hoard goods from Maotai, artificially creating scarcity, and then constantly pushing up the price of Maotai, which is also one of the secrets of the rising price of Maotai in the past few decades. If Maotai now sells Tian Fei Maotai at will on the self-operated e-commerce platform, and customers can buy it from the platform at will, then the dealers will have no room for speculation. As long as the market supply is sufficient, the price will be reduced.
Once the price comes down, the profit margin of Maotai will be less, and of course they are not happy. However, moving Tian Fei Maotai to Maotai's self-operated e-commerce platform for sales actually has great benefits for Maotai, that is, the profit rate is improved. At present, the ex-factory price of Tian Fei Maotai is fixed, and some dealers will continue to raise prices after taking wine from Maotai.
If Maotai sells the Tian Fei series through the e-commerce platform and sells it at the current market price, their profit margin will definitely be much larger than that of selling it to dealers. Moreover, according to Tian Fei Maotai's own production capacity and strong market demand, even if Maotai runs its own Tian Fei series, there is no need to worry about price drop.
The reason why Maotai is unwilling to be put on the shelves of Tian Fei Maotai now is that I think more consideration is given to the interests of many dealers. After all, these dealers have cooperated with Maotai for decades, and they can't break up. This is inhuman. I think it is possible for Maotai to release a small amount of Feitian Maotai in the future, but like other liquor collections, everyone needs to make an appointment in advance, which can meet the needs of some end consumers without harming the interests of dealers. It is likely to become a trend to take this transitional measure and slowly transfer the sales of dealers to Maotai's own platform for sales.