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Original title: What happened after Maotai opened 640 dealers?
Reporter Wu Rong
“Maotai is currently in a special period of reform of the sales system.” Maotai President Li Baofang, who recently retired, emphasized this at an internal symposium last June. Compared to 2018, a total of 607 Moutai liquor and liquor distributors have been reduced in series. It is obvious that the determination and intensity of Moutai’s reform are still strengthening.
The recently released 2019 Maotai financial report shows that at the end of last year, it was afraid to cut 640 national distributors to 2,377, and the number of salsa flavor series wine distributors has also decreased by 503.
Such an “iron fist” to clean the number of distributors, a very direct reason is related to the fight against corruption. Several people in the liquor industry told Interface News that most of these Maotai dealers who had been cut had a nepotism with Yuan Renguo, the former president of “Double Open”.
It is known as the “Myth Maotai” and the Maotai dealer system was created by Yuan Renguo.
In the second half of 2016, Feitian Maotai’s price skyrocketed completely, and in a situation where it was difficult to find a bottle, Moutai liquor distribution right also became hot. Under the temptation of huge profits, many people have “passing notes” (that is, fighting for management rights and a greater amount of distribution) through Yuan Renguo and others who took risks without hesitation. Until his fall, a series of corruption problems in Maotai were exposed to the public.
Maotai liquor has chaos, hoarding, skewering, and out-of-control pricing – it’s also related to the large amount of rent-seeking space in the original distribution system. Ouyang Qianli, who researches the liquor industry in Shandong, told Interface News that in the face of high profits, it is difficult to restrict merchants by “punishment” or even “abolition of agency fees” . Forced by “price control” and “public opinion”, and to save the group’s brand image, Maotai must regain the share of these illegal merchants.
In addition to reducing the number of distributors, Maotai has made clear its position many times that it will no longer add specialty stores, special distributors, and general distributors. This is actually designed to “expand direct sales channels” and is also the focus of the marketing system reform.
In 2019, Moutai increased the distribution of direct sales channels without precedent. He intensively signed many large regional chains and supermarkets, and has more than 20 partners. In addition, it has launched a cooperation on the Tmall, Suning and Jingdong e-commerce platforms. . According to the annual report, Maotai achieved revenue of 7.25 billion yuan in direct sales channels in 2019, an increase of 65.65% compared to 2018.
Maotai cooperates with regional supermarkets. Image source: Maotai Space-Time
In September last year, Moutai launched at Shanghai Costco, which immediately caused a robbery. Image Source: Visual ChinaBy doing so, Maotai has gained more profit space.
Wang Zhanfu, head of the Henan liquor distribution business and Henan Maofen Association, analyzed the news from the interface. The current factory price of Maotai’s 53-degree flying platform remains at 969 yuan / bottle, and the supply price to distributors is also 969 yuan / bottle, but the second half of last year has been As a result, Maotai’s supply price to many successful supermarkets and e-commerce platforms has risen to 1299 yuan / bottle. When Maotai increases the proportion of direct sales, it means indirect price increases.
Looking back on the development history of Moutai distributors over the years, in fact, it is closely related to the rise and fall of Moutai liquor and changes in corporate strategy, and the fate of distributors has also changed.
Before 2005, Moutai’s body mass and brand influence were not as goodWuliangyeAt the time, it was not difficult to become a Moutai distributor, and it cost hundreds of thousands of yuan to invest in a specialty store. In the coming years, the operating rights of Maotai stores have gradually become popular, but have not reached the point where it is difficult to find a store.
Cuenca in 2012, when Maotai surpassed Wuliangye, Maotai’s market price also surpassed 2,000 yuan, and Maotai’s distribution rights became a scarce resource. According to a person from the liquor industry in Guizhou, this year, the transfer fee for the three and a half lot Maotai store reached 50 million yuan.
Since 2013, the liquor industry began to experience a three-year adjustment period, and high-end liquors, including Moutai, are still on the market, and some Moutai distributors have begun to transfer management rights. Maotai also launched the “Payment and Distribution Right” to attract distributors. However, during this period, the dealer channel profit margin is not large.
Maotai store located at Maotai International Hotel. Image source: Wu RongIt was not until the aforementioned 2016 that Maotai dealers ushered in the era of “making money while lying down.” So the reduction of distributors in the last two years has caused concern among groups of distributors.
For this reason, Li Baofang also yelled many times, allowing distributors “to be safe”, because “law-abiding, compliant and honest distributors are not included.” At the end of last year, Li Baofang once again rumors against rumors of “cutting distribution rights and bringing them back to the group.”
In the opinion of Wang Zhanfu, the canal reform has little effect on existing distributors. The supply price Maotai provides them is still 969 yuan / bottle. Everyone will be worried, cautious and will fluctuate emotionally, because everyone wants to stay and win.Nowadays, a lot of money, as long as the dealer does not stand on the wrong team, does not break the rules, does not rub the side ball and does not spread falsely There’s basically no need to worry about the risk of being cut, and there won’t be too much damage to earnings.
Right now, the Moutai dealers who have been phased out have been forced to have different options.
According to the understanding of Wang Zhanfu and Ouyang Qianli, 80% -90% of distributors will not leave this family industry due to long-term stay in the liquor circle for business.
Some people turned to other brands of liquor. Due to the high-end salsa wine customer group and sales network and channels that have been established for many years, they are the “fragrants” in the eyes of second-line salsa wine companies such as Langjiu, Guotai and Jinsha. They can also be wine companies other than sauce flavored wines (such as Wuliangye, Jiannanchun, Guojiao, etc.). The popularity and price of these brands in the market are much lower than those of Maotai, and the profits they make are certainly not as much as those of Maotai distribution.
Others are still “distributing” Maotai, but purchase channels have been transferred from the Maotai distillery to those Maotai distributors who have not been “eliminated”. “Everyone in the circle is very familiar and is usually a member of the Maotai fraternity so they can still get the products. Some customers still think they are ‘Maotai distributors’,” said Ouyang Qianli.
Although the supply of goods is not worrying, compared to before, Moutai liquor is no longer a “money printing machine” for them.
A ton of 53 degrees flying Maotai is 2,124 bottles (500 ml / bottle). Wang Zhanfu said that distributors take the price of 969 yuan / bottle, generally sell 20% of the products at 1499 yuan, and the remaining 80% are sold at a price below the market price of about 100-200 yuan (it is say, about 2100 yuan). This means that the dealer’s profit for each ton of Maotai liquor exceeds 2.1 million yuan.
“After losing distribution rights, get the goods from the distributors who still have quotas. The price of the goods is no longer 969 yuan / bottle. It may be 1499 yuan, or 1899 yuan or even more. The space profit has been greatly reduced. These are out of distribution. It is also impossible for Shang Shangxin to be sad, “said Wang Zhanfu.
Editor-in-chief: Chen Zhijie
