How to evaluate the channel reform and innovation of China TV and Maotai?

If only dealers sell Moutai, there must be few Moutai on the market. In fact, for dealers, the annual quota held by Maotai dealers is limited. To pursue higher profits, we can only increase the sales profit of Maotai. As a result, the methods of hoarding and reluctant to sell, left-handed and right-handed appeared.

In addition, Maotai Company will tie-in products other than Tian Fei Moutai to distributors, including but not limited to series wines, fine wines, vintage wines and zodiac wines. The collection mechanism that Maotai Company requires dealers to pay in advance will further reduce the profit margin of dealers.

As a result, the dealer claimed that there was no Xintianfei for sale, but there were higher-priced Maotai Zodiac wine, fine Maotai wine, vintage wine and slightly lower-priced Maotai series wine for sale all the year round.

No matter how much Moutai is supplied by Maotai Company, the supply of Moutai in the market depends on the dealer's heavy volume. The dealer's expectation of the price has a great influence on the price of Moutai. When dealers are optimistic about future prices, they will hoard goods. When dealers are pessimistic, they will sell at a low price.

In order to get out of the predicament of strong dependence on dealers, Maotai Company indicated that it would expand direct sales channels and implement flat marketing to reduce intermediate links, balance the distribution of benefits and stabilize terminal prices. According to the arrangement of Maofen Office, in 20 18 years, the proportion of direct channel revenue began to decline rapidly.

At present, the * * *1000t Moutai liquor of Shang Chao+e-commerce platform, plus the heavy volume of various channels in Guizhou Province, is only a small part of the annual sales. Obviously, Maotai Company focuses on flat regional distribution, and the sales channels supplemented by direct sales are difficult to be effective in the short term.

The road to reform is long and difficult:

It severely hit the tying requirements of dealers, but it could not stop the tying of new channels. This is mainly related to the pricing mechanism of Moutai.

On the one hand, Maotai Company implements the guiding price of planned economy, on the other hand, it implements the market price of market economy. When there is a big difference between the two, someone will participate in this interest chain. The ex-factory price of Tian Fei Maotai is 969 yuan, the market guidance price is 1499 yuan, and the market price is more than 2,000 yuan. If you buy a bottle of wine at the guide price and then sell it, there will be a profit of 30%.

For Maotai Company, besides continuing to deepen the reform of marketing channels, we should also pay attention to the improvement of pricing mechanism. It is not feasible to rely solely on administrative means, and it must be linked to the market.