On the evening of August 7, Guizhou Maotai Liquor Co., Ltd. held a market work meeting to deploy the current Maotai liquor market work. Li Baofang, Secretary of the Party committee and chairman of Maotai Group and chairman of Maotai Liquor Co., Ltd., stressed that Maotai liquor should not soar due to shortage. The meeting proposed to grasp the overall situation of market stability, unify thinking, pool consensus, and resolutely fight and win the war of price stability.
Since the beginning of this year, especially in the recent period, the supply and demand of Maotai liquor has remained tight and the price has continued to rise irrationally. The market circulation price has increased from 1900 yuan / bottle in April to more than 2200 yuan / bottle at present. The market situation is extremely severe, which has seriously affected the stability of Maotai liquor market.
The problem of rising prices has aroused great concern of the CPC Guizhou Provincial Committee and the provincial government. Since the end of July, Guizhou provincial Party committee and provincial government have held several consecutive meetings on the market price of Maotai liquor. The main leaders of Guizhou provincial Party committee have issued instructions to strictly prevent excessive speculation of Maotai liquor, grasp market control in accordance with the principle of "law and regulation, strong control and balanced delivery", and effectively take into account the interests of "the state, enterprises, consumers, shareholders and dealers".
In response to the general concern of the society about the irrational price rise of Maotai liquor, on June 12, Li Baofang organized a meeting of the president of the national Dealer Association in Danzhai, responded to the price rise, made corresponding arrangements for the "price stabilization" work, required dealers to strictly abide by the manufacturer's contract, earnestly implement the company's price stabilization policy, and strictly abide by the price bottom line of 1499 yuan, It is strictly prohibited to sell at high prices and hoard goods to ensure smooth sales channels.
At the implementation level, Maotai liquor sales company has taken a series of control measures. Since this year, 25 defaulting dealers with poor basic management and illegal sales have been prosecuted according to the terms of the distribution contract.
At the same time, Maotai liquor sales company launched a third-party investigation, carried out investigation in key markets such as Beijing in June, and suspended the business of one dealer according to the investigation results. At present, the third party has submitted the research report in July, and Maotai liquor sales company will study and further deal with it.
At the Maotai liquor market work meeting on the evening of the 7th, Li Baofang said bluntly: "today is a meeting for price." We should control prices, not stabilize them. "
It is reported that this is another meeting specially held by Maotai Group on price issues in the two years since April 2017.
Wang Yan, deputy secretary of the Party committee of Maotai Group, Yang Jianjun, member of the Party committee and deputy general manager, Yang Daiyong, member of the Party committee and deputy general manager, Liu Daneng, member of the Party committee and deputy general manager, Duan Jianhua, member of the Party committee and general counsel, Wan Bo, member of the Party committee and deputy general manager, and Wang Li, chief engineer, attended the meeting.
Zhong Zhengqiang, deputy general manager of Maotai Liquor Co., Ltd., Liu Gang, deputy general manager and chief financial officer, Huang Wei and Xiang Ping, assistant general managers, team members of Maotai Group marketing company, team members of Maotai liquor sales company, heads of various provinces, regions and departments, President of Maotai liquor provincial Dealer Association, 20 dealer representatives in Guizhou, etc. attended the meeting.
Implement comprehensive policies and strictly control prices
Since the second quarter, the price of Maotai has risen too fast. In some places, the circulation price is more than 50% higher than the market guidance price of 1499 yuan. The price rises too fast, seriously deviates from the terminal guidance price, forms a contrast with the price recognition of society and consumers, and has attracted extensive attention. The society generally believes that this price has gone beyond the mark.
What is the reason for the rise in prices? According to Li Baofang's analysis, the reasons are very complex. The first is the prominent contradiction between supply and demand, which is the most important factor. Second, due to collection investment, Maotai liquor has both financial and investment attributes. Third, it is the hoarding and reluctant sale brought by choosing the sales opportunity. Fourth, fixed channel sales, so that Maotai liquor can not be seen in the market, resulting in the increasingly difficult phenomenon of a bottle.
How to solve this problem? Li Baofang stressed: 'comprehensively implement policies and strictly control prices.'
--Increase market launch. Maotai Group decided to concentrate 7400 tons of Maotai Liquor on the market on the eve of the Mid Autumn Festival and national day to better meet the consumer demand in the peak season. During the new year's day and Spring Festival in 2020, the marketing volume of Maotai liquor will also be reasonably arranged.
--Strictly control prices. " 1499, as the guide price of the current market terminal, cannot be moved under the current circumstances. We should adhere to this requirement. " Li Baofang said that price control is difficult, but we can't ignore it. Maotai Group will come up with specific, effective and targeted measures to curb the rapid rise of current prices.
--The launch plan is linked to the sales results on a monthly basis. Dealers strictly implement the plan of "sales 80% of the cumulative arrival volume within the year". The direct sales part of the store or business place shall not be less than 60% of the cumulative arrival volume within the year, the group purchase and wholesale part shall not be higher than 20% of the cumulative arrival volume within the year, and the inventory proportion shall not be higher than 20% of the cumulative arrival volume within the year. Encourage dealers to increase the proportion of unpacking sales to benefit more consumers. Supermarket stores are mainly retail, and the retail proportion shall not be less than 95% of each arrival.
--Implement strict management and deal with problems seriously. Li Baofang confidently told the dealers that everyone's profit is high enough now. We can't sell a small amount of wine at a low price, and a large amount of wine at a high price. The store standard 1499 looks like it, and then colludes with the dealer to sell at a high price. Every dealer can no longer add fuel to the fire.
--Start from Guizhou. On the 7th, 20 representatives of dealers in Guizhou were specially arranged to attend the market work meeting. Li Baofang asked, "all dealers in Guizhou should sell wine at the front desk and set an example for other provinces, autonomous regions and cities across the country."
--New and old channels complement each other and promote the establishment of a perfect marketing system. " The new marketing system should gradually play a role in restraining prices. " In terms of group purchase, the customized group purchase mode will be gradually implemented.
Li Baofang asked the leaders of Maotai liquor sales company to take responsibility, deeply study the effect of implementation, correct deviations in time and ensure healthy development.
'scalpers' also contributed to the soaring prices. Li Baofang said that the problem of "scalpers" should not become a common phenomenon in the current Maotai liquor sales process. We should speed up the application of face recognition technology, effectively curb 'scalpers' and sell wine to consumers who really drink.
In view of the recent price increase in Baijiu industry, Li Baofang said that Moutai liquor prices should not be arbitrary, we must maintain the strength and the bottom line. We don't have to worry that others are faster than us in the process of raising prices. What we have to do is to do a good job in quality and market foundation.
Li Baofang said that in the near future, Maotai Group will further enrich the team of Maotai liquor sales company and group marketing company, so as to lay a solid foundation for further improving the market.
At the same time, Maotai Group will further strengthen market supervision. Since mid August, an inspection working group has been formed at the group company level and the sales company level to carry out routine inspection, spot check, cross inspection and unannounced visit inspection on the national regional market. On the one hand, supervise the six kinds of breach of contract that maliciously disrupt the market order and seriously damage the brand image of Maotai and the interests of consumers. On the other hand, it will supervise the daily management, sales management, cultural construction and service improvement of supermarkets. The inspection results will serve as an important basis for contract renewal, plan adjustment and evaluation.