On July 9, all five Moutai Ice Cream flagship stores in Changsha, Hangzhou, Shenzhen, Guangzhou and Wuhan opened. Together with Guizhou, Nanjing and Xi'an that have opened stores before, Moutai Ice Cream has entered 9 of 7 provinces. City.
However, the opening of the store in this episode did not cool down the "purchasing fever" of online Moutai ice cream. Compared with last month, more Moutai ice cream "purchasing stores" appeared on the Internet, and the price of the ice cream was once hyped. Since the official retail price has tripled.
Moutai Ice Cream opens five stores a day
On July 9, 5 Moutai Ice Cream flagship stores in Hangzhou, Shenzhen, Guangzhou, Wuhan and Changsha were officially opened, and the offline channels of Moutai Ice Cream will be expanded to 9 flagship stores.At the same time, the scope of "i Moutai" selling ice cream online has also expanded to four provinces including Zhejiang, Guangdong, Hubei, and Hunan.
Previously, Moutai Ice Cream had opened 4 flagship stores in Maotai Town, Guiyang, Nanjing and Xi'an.At present, Moutai's offline channels have expanded to 9 flagship stores.According to its official website information, seven provinces including Guizhou, Jiangsu, Shaanxi, Zhejiang, Guangdong, Hubei, and Hunan can also choose to buy online.
Consumers from Changsha said in an interview that when it first opened, there were also many customers lining up in front of the Moutai ice cream shop waiting to open for sales.Wait in line for about 30 minutes to get a cup of original ice cream.As it approached noon, there were only 4 to 5 people left in line, and later customers were basically in a state where they could buy directly when they arrived at the store.
In Guangzhou, the people who buy Moutai ice cream are mainly young and middle-aged people. Young people buy ice cream and do not eat it on the spot, but mostly choose to take it away in a hurry.
However, most of the middle-aged people choose to buy them and eat them on the spot.There were two middle-aged men who just took the freshly made ice cream from the salesperson and stuffed it into their mouths, with no intention of punching in or taking a closer look.
A middle-aged woman also bought multiple boxes of Moutai ice cream, saying that when the offline Moutai ice cream shop opened in Guizhou, she noticed it and wanted to buy it but didn't.Now that I finally arrived in Guangzhou, I came to line up half an hour in advance, waiting for the first wave of ice cream at 11 o'clock."I don't drink Maotai, but my family loves it and buys it for them."
Up to 3 times the price of online shopping
Although it is not difficult to buy offline stores, it is limited to Maotai ice cream that only provides online sales and distribution in provinces where there are flagship stores. As a result, consumers in many places in China want to try early adopters and have to find "scalpers" to purchase them.
And it is precisely because it has not been fully rolled out that after the frying of Moutai wine, the price of Moutai ice cream has also been hyped, resulting in online Moutai ice cream being sold by "scalpers" at a price increase of 1 to 4 times, and the business is still booming.
According to the reporter's incomplete statistics, there are more than 200 merchant links that claim to be "purchasing" of Moutai ice cream on an e-commerce platform alone, and the prices are also uneven.Taking the 12-cup combination pack with an official price of 764 yuan as an example, the cheapest asking price in "daigou" is in the early 1000s, and the higher asking price is over 2800 yuan.The asking price of a single cup, which is officially priced at 66 yuan, ranges from more than 90 yuan to more than 250 yuan, which has nearly tripled.
For the premium part, in addition to the self-retained profits, most merchants said that the freight is expensive. "The price of SF's cold chain is about 60 yuan per order, and there is no guarantee that it will not change at all."It is also said that it is to pay for the rented refrigerators and hiring staff for "stocking".
(Comprehensive Securities Times Network, Beijing Youth Daily, Times Weekly)
