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飞天茅台突破1299元指导价“红线”,零售店:进价都不止
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Topic: 飞天茅台突破1299元指导价“红线”,零售店:进价都不止 (Read 141 times)
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飞天茅台突破1299元指导价“红线”,零售店:进价都不止
July 23, 2017, 06:16:22 AM
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成都商报7月22日消息,断货、加价、限购、搭售、秒杀……价格管制下的茅台,正在上演一出出令人哭笑不得的戏码。
虽然茅台集团再三明确,53度飞天茅台不得逾越1299元这条“红线”,但是成都商报记者近日走访多个销售渠道发现,这条“红线”在供不应求的市场面前形同虚设,已经名存实亡。
飞天茅台飞越价格“红线”
7月20日~21日,成都商报记者走访成都王府井、伊势丹、伊藤洋华堂、永辉超市等多个大型商超发现,茅台主力产品53度飞天茅台大都断货,且价格突破茅台规定的1299元指导价“红线”,最高甚至达到1580元。永辉超市虽然仍然标出1299元的指导价,但根本就没有货源。
在某知名连锁酒类直供平台,53度飞天茅台虽然也按照1299元市场价销售,但是每买一瓶茅台必须搭售300多元的红酒一瓶。公司负责人告诉记者,公司进货价早已超过1299元,再按茅台规定的价格“红线”销售只能亏损,由于公司出于多方考虑必须按限价销售茅台,因此搭售也是无奈之举。
一些不受管控的烟酒店零售渠道则更加混乱,飞天茅台零售标价从1380元至1580元不等,有的要求另行搭售的酒类已经超过500元。春熙路附近某名酒行老板称,他拿货的价格就是1300多元,而且“一天一个价”,20日拿货已经超过1400元。
茅台集团宣称限价1299元的飞天茅台,到底能不能够买到?一向被视为茅台终端销售典范的茅台专卖店情况又如何?记者以顾客身份实地探访某专卖店后留下这样一段对话——记者:“有53度飞天茅台吗?”老板:“没有,断货了。”记者追问:“真没有?”老板:“好吧,还有。”记者:“那我买一瓶。”老板:“1500元,我也不多加钱,到春节前肯定要卖2000元。”记者:“不是限价1299元吗?”老板生气了:“你有1299元的茅台吗?我全要了!”
囤货者重出江湖
“不只是成都,现在飞天茅台是全国性缺货,我们要拿到货也很困难。”成都老牌茅台经销商薛先生告诉成都商报记者,目前渠道方面,飞天茅台在四川、北京、上海、广东等多个地方的价格已在1400元以上,所谓“红线管控”名存实亡。他的专卖店最近好不容易到了100箱茅台,结果两三个朋友就直接分光了,根本等不及对外销售。
几个人需要消费100箱、市值70多万元的茅台酒吗?答案是否定的。“就是囤货,买涨不买跌。茅台卖800多块时无人问津,现在卖1000多块了想囤货的人却越来越多。”薛先生表示。
除了经销商囤积居奇,民间囤货也极为可观,业内共识茅台民间囤酒大约有2万吨。成都商报记者从部分囤酒者手中获得的照片显示,民间囤积茅台者少则三五瓶、多则几十箱的大有人在。
薛先生认为,茅台如果放开红线管控,重新挑战2000元问题不大。2006~2011年,茅台持续涨价使囤积的经销商、投资客赚得盆满钵满。到2012年茅台甚至飙升至2000多元,直至后来价格崩塌。薛表示,现在也不敢像2011年、2012年那么疯狂了,当年大户动辄囤货几百箱甚至上千箱,结果崩盘后损失惨重。
采访中还有经销商告诉记者,由于线下缺货严重,包括部分经销商现在也跑到线上去“秒杀”茅台。原来,在天猫、京东等网购平台,53度飞天茅台官方旗舰店仍然严格限价1299元,这个价格与真实零售价相比无异于“送钱”。
网购火爆也让茅台使出各种限购大招:每个ID仅限购一瓶。记者发现,天猫、京东均显示“此商品已下架”,平台上总是在提示下次补库存时间。但据了解,抢购时间极为短暂,往往在1分钟内即告结束。
青花郎或迎来最好时机
受飞天茅台“兴奋剂”的助推,今年的白酒市场掀起涨价潮:五粮液、泸州老窖、洋河股份、水井坊等名优白酒均有不同程度的价格上调。不过,尤其值得一提的是郎酒。作为中国两大酱香型白酒巨头之一,郎酒与茅台在产地、原料、工艺、历史渊源等诸多方面都联系紧密。当飞天茅台1299元价格红线已告失效,价格飙升之后,留下的市场空间会被奋起升追的青花郎补位吗?
目前,郎酒集团已将红花郎事业部变更为青花郎事业部,并将青花郎全国统一零售价上调至1098元,此举被业内视为欲抢占茅台价格“飞天”后留下的市场空间。
“酱香型白酒已经进入行业爆发期,考虑到酱酒需要年份储存,我个人预计5年内能在现有基础上再翻一番。”白酒营销专家肖竹青表示,茅台是能代表面子的高端酒,产量小、涨价也容易,两年内涨到2000元是有可能的。但这也给了其他优质酱酒很好的补位机会,郎酒青花郎就是其中的代表。
种种迹象表明,郎酒或迎来最好的爆发时机。目前郎酒拥有12万吨优质基酒,且年份储存足够,这既是厚积薄发的根基,也是青花郎的核心竞争力。中国食品工业协会白酒专业委员会秘书长马勇表示,在中国白酒市场上,酱香白酒的销量仅占1.5%,但利润却占到20%,未来酱香型白酒还有很大空间。从发酵、储酒、产能、品质等角度来讲,青花郎已经具备和茅台对标的实力。
(原题为《飞天茅台价格“红线”名存实亡 1299元指导价最高卖1580元》)
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