From a bottle of wine, I can see the black and white business reviews of Maotai and Pinduoduo.

Title: All the noise in the world is for profit, and all the noise in the world is for profit.

Wen/Business Daka Research Institute

National Day and Mid-Autumn Festival met, but there was a dramatic collision between Pinduo and Maotai.

Recently, individual sellers on Pinduoduo platform sold 53-degree flying Maotai at a price of 1.579 yuan to 2,559 yuan per bottle (after subsidies), which successfully angered "Mao Laoda". Relevant persons of Maotai responded that Maotai Company didn't supply it, so it is reasonable that dealers dare not supply it to Pinduoduo.

On the surface, the focus of the conflict between the two companies is whether the goods are genuine or not. According to public information, Maotai has cooperated with JD.COM, Tmall and Suning in recent two years, but it has not reached a cooperation with Pinduoduo. There is no official Maotai direct store in Pinduoduo, and the sellers on the platform are all individual stores.

As soon as the news came out, the stick of "selling fake goods" played the Mid-Autumn Festival in Pinduoduo.

However, after investigation and analysis, the Commercial Big Coffee Research Institute found that there are still many doubts about this matter.

The most intriguing thing is that Pinduoduo's tens of billions of subsidies have long regarded Maotai as the main product. Why does Maotai attack many products for the unique Mid-Autumn National Day?

A beam of light reflects two tracks on the mirror-Pinduo and Maotai. Who is lying?

0 1

The core issue is the dispute between true and false. It is an unavoidable fact that Maotai officials have not established direct cooperation with Pinduoduo.

However, it cannot be inferred that individual sellers on the Pinduoduo platform are selling fakes.

Horizontally, not every cooperation between Maotai and other e-commerce companies has direct stores-for example, there is no official flagship store on Tmall, but Tmall stores and authorized stores through Tmall supermarkets and liquor dealers. In addition, although Maotai did not establish direct cooperation with Pinduo, and the official response of Maotai dealers did not dare to supply Pinduo. But in fact, whether it is an official direct operation or a distributor, every bottle of Maotai sold has a code, which can be directly tracked by the winery and recognized by consumers themselves.

This is the core of the problem: if Pinduoduo was selling fake Maotai, even if Maotai didn't track it, consumers would have exploded.

Interestingly, Maotai and Pinduoduo did not directly respond to this. On the contrary, the seller of Pinduoduo platform said: "Every bottle of wine sold is genuine and licensed, which supports any formal detection method. If you are false, you will be punished by ten. "

According to industry analysts, Maotai sold in Pinduoduo should be genuine, "but Maotai officials are definitely unwilling to admit it". He speculated that the supply of Pinduo may be a private seller, which can be understood as a roadside small smoke hotel opening a shop in Pinduo after getting goods from a big dealer.

The direct impact of this is that the reputation of Pinduoduo platform will be damaged. In other words, people are less likely to buy Maotai at the store.

Why did Maotai do this?

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Everything is inseparable from interests.

In fact, during the Mid-Autumn Festival over the years, all Dabai liquors have an upward trend to varying degrees-Maotai, as the top liquor brand in China, has a visible increase.

This article even mentioned that public opinion is worried that the price of high-end liquor will continue to rise, exceeding the normal human relations and catering needs, and promoting the resurgence of unhealthy trends such as eating and drinking public funds and illegal collection and delivery of festivals.

Time goes on. In mid-July, People's Daily published "Who is paying for stale Maotai? It also refutes the problem behind the price increase of Moutai-the stock price of Maotai fell by more than 6% on July 16, and the market value evaporated1739.94 billion yuan a day.

All kinds of signals sent by high-level officials have sounded the alarm for the unhealthy trend and unhealthy popularity of Moutai beyond its drinking and collection value.

Despite this, Moutai is still in short supply on major platforms, and even a bottle is hard to find-at present, the ex-factory price of Kweichow Moutai 53-degree flying Maotai (500ml) is 969 yuan/bottle; The direct channel price is 1299 yuan/bottle; Suggested retail price 1499 yuan/bottle.

Similarly, on the platform of direct cooperation with Maotai, the supply of Maotai is also very obvious-Kweichow Moutai has its own flagship store in JD.COM, and a 500ml bottle of 53-degree flying Maotai costs 1499 yuan, but it can only be snapped up by appointment. However, due to the limited supply, consumers need to make an appointment to snap up, which is even more difficult than motor vehicle lottery.

Interestingly, one of the reasons for restricting the supply of Moutai is that if you can buy it at will, then buyers have room to resell or use the price difference to hoard arbitrage, and reselling Moutai is absolutely not allowed.

But this is undoubtedly a kind of rhetoric that puts the cart before the horse-if the supply and demand of Maotai is normal, consumers can buy Maotai quickly and conveniently at a reasonable price through normal channels, instead of relying on relationships or making an appointment to snap up, where will there be a market for hoarding and arbitrage?

More importantly, is it really difficult for Maotai, which is rich in liquor reserves, to ensure a reasonable supply in the market?

In fact, Maotai has been expanding e-commerce channels for many years. Since 20 14, Maotai has set up its own e-commerce company, and even put down its rhetoric to strive for the independent listing of Maotai e-commerce within three years. By 20 16, the transaction volume of Moutai e-commerce exceeded 4.6 billion yuan, close to one tenth of the total sales.

However, with the corruption of Nie Yong, the head of Maotai e-commerce, many hidden problems of Maotai e-commerce were gradually uncovered-on the evening of 65438+February 17, Maotai e-commerce company even announced the dissolution, liquidation and cancellation. It can be said that Maotai e-commerce has huge loopholes in its own management, and it has gone away, which has directly affected the market supply of Maotai to a great extent-this is the unavoidable responsibility of Maotai.

On the other hand, Pinduoduo sells 53-degree Feitian Maotai on its platform at the price of 1579 yuan to 2559 yuan (after subsidy), which is the root cause of the recent Maotai conflict.

In this regard, it was pointed out that the market price of Maotai has exceeded 3,000 yuan, but it is still not available. Pinduoduo, with its cheap price and abundant supply, will naturally be squeezed out and suppressed by other dealers.

Even, some people think that Pinduoduo's practice not only destroyed the sales channels of Maotai, but also broke the market rules and balance, which has great problems.

But it is worth pondering:

What is this market? Who dominates this balance?

More interestingly, there seems to be an unspoken rule in relevant media interviews that Maotai is unwilling to cooperate with Pinduo-"If Pinduo directly pushes the price of Maotai to 3000+, Maotai will not say anything."

In a word, if Pinduoduo is really a "genuine low price", everything is for consumers, and Maotai is in a hurry.

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However, the current situation in Pinduoduo is not optimistic.

This attack on Maotai is just a microcosm. With the passage of time, Pinduoduo also met with resistance from many big names.

In the end, the two sides still hold their own words. But in short, Tesla, as a "high-end brand", doesn't want to sell cars in Pinduoduo, in order to control the sales channels and prevent e-commerce from damaging the product price and sales system.

This embarrassing situation is also the knot of many products-Maotai may have its own small abacus to refuse many products, but behind the refusal of many products by big brands such as Tesla, it is obvious that they don't seem to want to be "friends" with many products!

Even, some people think that, on the one hand, high-end brands are worried that tens of billions of subsidies from Pinduoduo will destroy the price system on which brands depend;

On the other hand, although Pinduoduo has been turned upside down in the sinking market, its platform tonality has been deeply rooted, which may adversely affect its own brand. Some people even pointed out that Pinduoduo's subsidy10 billion is not a long-term solution. Its short-term operation and business model of burning money for scale have no threshold for its competitive model, and the loyalty of these consumers is difficult to guarantee.

If more well-known brands such as Maotai and Teslink are as stubborn as Tesla in the future, will the attitude of the capital market towards Pinduoduo change in the face of expanding losses?

But in fact, criticism of Pinduoduo has always existed, but the development of this company has repeatedly exceeded the limits of people's business imagination.

Although Pinduoduo seems to have been labeled as a "low-end" in the construction of users' minds, the opposite proves that while major platforms advocate consumption upgrading, there is still huge room for the China market to sink.

Pinduoduo's amazing growth in recent years is an excellent example-when people see that Pinduoduo's market is experiencing difficulties and GMV is experiencing explosive growth, they should also put aside their prejudices appropriately.

What's more worth mentioning is that in order to open the sinking market and occupy a larger consumer market, Pinduoduo's cooperation with high-end brands is not without merit. With the long-term subsidy of10 billion yuan, the platform of "Pinduo" leads the market to high-end users and high-end goods, which is gradually changing the old impression of consumers on "Pinduo". For example, during the period of 20 19 pairs 1 1 last year, Pinduoduo sold 400,000 iPhone in a single day, and 80% of these buyers were post-80s and post-90s users.

By the end of February 2020, Pinduoduo started the "Rework for All" shopping festival with a subsidy of 654.38+0 billion yuan, and sold more than 50,000 iphone and 20,000 lipsticks in the first few hours.

Because of this, subsidies for Apple mobile phones, lipsticks, Dyson hair dryers, etc. It has been constantly reducing prices and discounts, gradually convincing people of its subsidy strength and genuine guarantee, and gradually reversing the brand image of "low-end fakes" in the past.

04

Go back to the event itself.

In fact, the conflict between Pinduoduo and Maotai is rooted in the re-division of interests.

In recent years, with its strong performance in the sinking market, Pinduoduo has robbed a large number of users of e-commerce platforms such as Tmall, Taobao and JD.COM. Pinduoduo's strength has greatly increased, and the company's bargaining power and voice are also rising.

Including the previous cooperation with Gome, it has opened up channels for e-commerce and retail, online and offline, platform and logistics.

It can be said that Pinduoduo's impact on the old e-commerce order has also become more intense.

This strong entry of latecomers will inevitably bring greater impact to vertical cooperation (such as brands such as Maotai and Tesla) and horizontal peers (including platforms such as Tmall and JD.COM). COM)。

The previous exposure of the "two choices" and the recent Maotai dispute are only a harbinger. It can be predicted that under the great temptation of profit redistribution, the future conflicts between Pinduoduo and many other companies will intensify.

This is undoubtedly a good thing for consumers. For China enterprises, we should give new things enough time to change the world. At the same time, under the overwhelming marketing of Pinduoduo, the company's problems still exist, including the previous counterfeit goods storm, and Pinduoduo began to face the overall growth slowdown in recent years after being besieged by Ali and JD.COM.

But the most important thing is the last thing people want to see:

In an industry, when only two or three companies are big enough to compete in the end, it is not a life-and-death game, but a tacit understanding of capital and the division of interests, thus sharing the unspoken rules of the market with each other.

From this perspective, what Pinduoduo will become is both exciting and worrying.