Directly hit the Moutai annual shareholders' meeting, the product and channel layout further improved, and the release of price increase signals?

On June 16, Moutai, Guizhou held a 2021 shareholders' meeting.

At the meeting, Ding Xiongjun, chairman of Moutai, summarized the development of the previous year and made a detailed plan for this year.

Among them, related issues such as price increase and mergers and acquisitions that are more concerned about the market have been replied.

Product and channel layout further improve

According to the recent announcement of Guizhou Moutai announced the relevant information of the 2021 shareholders' meeting. The shareholders 'meeting will review 15 proposals such as the "2021 Board of Directors' Work Report", "2021 Annual Report", "2021 Financial Consultation Report", "2022 Financial Budget Plan", and "2021 Integration Distribution Plan".

It is reported that this year's shareholders' conference purchase session was canceled, and replaced by the shareholders of the conference will get a Moutai ice cream experience coupon and a "i Maotai" mascot.

At the current shareholders' meeting, a total of 266 shareholders, representatives of shareholders, analysts and others participated.

Ding Xiongjun, chairman of Guizhou Moutai, Li Jingren, acting general manager Li Jingren, and director Jiang Yan, attended a number of senior executives attended. Private equity leader Lin Yuan, Dan Bin, well -known public fund manager Yang Delong also attended the conference.

Ding Xiongjun said at the meeting that in 2022, he will adhere to the stability of the word and seek progress in stability, closely follow the strategic goals of the group company's "double double, double consolidation, and double -creation", continue to take the "five -line" development path, go all out to grasp The good epidemic prevention, control, production and operation, and reform and development work, and strive to promote the high -quality development of Moutai. This year's operating goals are about 15%of the total operating income from the previous year; the second is to complete the basic construction investment of 6.969 billion yuan.

At the level of innovation, Ding Xiongjun said that, first of all, a series of new products such as treasure Moutai, Maotai 1935, 100ml 53%flying Moutai, and Moutai ice cream were continuously optimized by products and wines. Secondly, accelerated the construction of "Smart Moutai", successfully launched the "I Moutai" digital marketing platform, set up fair and convenient wine purchase channels for consumers, and the platform operation also achieved impressive results. Start the construction of the first phase of the Tongmin, and continue to promote the 30,000 -ton sauce series wine technology reform project, and accelerate the construction of supporting projects such as packaging and logistics parks. In the future, Moutai will adhere to the main battlefield of the market economy, the major needs of the country, and the needs of the people to live, and continue to reform and innovate, accelerate the project speed.

The quality of the product landing is first, and the conditions are mature.

At this shareholders' meeting, Ding Xiongjun also revealed the logic of Moutai's product layout.

Ding Xiongjun said that Moutai's products are 80 and 50. This is called Zunpin series, the second is called treasure, the third is called boutique, and the other is the classic series, which is Feitian Maotai. The product belt and price belt are very clear.

"The most important thing for Moutai to land is the one is the market demand, and the second is quality assurance. The first product depends on the base wine to meet the needs of consumers' different price bands. 4599, it is precisely a product that compensates for the price band of 4000 to 5000. The Moutai 1935 is between 1000 and 1499, priced at 1188 yuan. At 4,000 yuan, we have a boutique Moutai wine. The four models just now have a very clear price band to meet the needs of various groups that consume more than 1,000 yuan. "Li Jingren further added that the second depends on the amount of quantity. It depends on the composition of product base wine, and then pushes it to decide whether to develop this product. The third is to ensure the quality of the amount. If the amount of blindness may cause quality, everything is always quality -oriented. The landing of a product is mainly quality first, and then on this premise to meet the needs of various consumer groups.

Tu Huabin, deputy president of Moutai, Guizhou, also answered the question of whether the company plans to use Moutai's financial resources to integrate the surrounding wineries.

Tu Huabin said that during the process of mergers and acquisitions, there are advantages and disadvantages. It depends on whether there is a suitable for Moutai throughout the surrounding area. If we do not, we will temporarily give up. It can also be used as some thinking and fighting in the future.

Moutai or price increase?

At this shareholders' meeting, Moutai also revealed some price increase information.

According to the Securities Market Red Weekly, the day before the 2021 Moutai shareholders' meeting, Ding Xiongjun, Li Jingren and the director Jiang Yan visited the shareholders of the Moutai Hotel.

Regarding the price of Moutai wine, Ding Xiongjun responded, "There are also many people to grab the Moutai wine 53% VOL 100ml in Feitian, a bottle sells 399 yuan, and 500ml is equivalent to 1995 yuan. Signal."

In fact, Moutai's price raising may have been buried.

On May 19 this year, Moutai E -commerce App platform I was officially launched.

At the same time, Moutai Feitian products, which have attracted much attention, also landed on I Moutai simultaneously, including 53%VOL flying sky 100ml and the offer price of 399 yuan/bottle.

According to this estimation, the price increase was about 33%, so the price increase was about 33%, so it was also interpreted as "disguised price".

Moutai's price raising is an old -fashioned topic. The industry generally believes that Moutai has already had the foundation of price increase, but has not been able to take a substantial step. "Moutai uses the price of 399 to launch a small wine version. It is likely to be a test water for price increase. Moutai, as a 100 billion -level enterprise, has a deep connection. Therefore, a non -mainstream product is launched for testing. Pay the way. "Xiao Zhuqing, an analyst at the liquor industry, told a reporter from Blue Whale Finance.

Xiao Zhuqing believes that the two major elements that affect the price according to the formation mechanism of price, the first is the cost, and the second is the supply and demand relationship. Then, under the premise that the cost is not much changing, the supply and demand relationship is the core element that affects the price. The market price of Moutai can exceed 2800/bottle. Essence It also represents the recovery of the activeness of China's economy and the frequent exchanges between the mainstream and commercial classes in China. The symbols of social interactions reflect the scarceness that Moutai has just needed. Since last year, Maotai has started from two aspects of marketing system reform and rational product price with products with products. The income of self -operated channels and the increase in the increasing revenue of sauce series has been seen. The market decision is to be observed.

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