i茅台调整百亿大单品预约申购变随时买，寻求线上线下渠道平衡？

新京报05-27

i茅台App日前调整部分产品投放策略，包括百亿大单品茅台1935从预约申购调整为可随时下单的云购等。茅台方面称，此次调整可实现线上线下渠道资源更好整合以及渠道的协同发展。茅台直营渠道营收目前已接近传统渠道。随着茅台新董事长上任，自营以及i茅台如何发展备受关注，是扩大自营还是倚重经销商的猜测也接连出现。此次i茅台产品投放的调整，被认为是茅台对于线上线下销售渠道的一种再平衡，也是茅台新管理层应对未来...

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channels?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"300959":1,"600519":1},"content_text":"i茅台App日前调整部分产品投放策略，包括百亿大单品茅台1935从预约申购调整为可随时下单的云购等。茅台方面称，此次调整可实现线上线下渠道资源更好整合以及渠道的协同发展。茅台直营渠道营收目前已接近传统渠道。随着茅台新董事长上任，自营以及i茅台如何发展备受关注，是扩大自营还是倚重经销商的猜测也接连出现。此次i茅台产品投放的调整，被认为是茅台对于线上线下销售渠道的一种再平衡，也是茅台新管理层应对未来企业增长的一种稳健保障措施。当前，白酒行业向数字化营销转型迭代进阶，赛道升温下，越来越多的同质化营销手段加速行业内卷。业内认为，企业需要因地制宜做好数字化营销转型，加大消费者培育，做好渠道的精细化管理。百亿单品调整为“云购”，快递配送知晓度不高i茅台App优化部分产品投放策略的消息引发关注。在i茅台平台上，百亿核心单品茅台1935由此前的预约申购调整为云购，也就是说从之前中签才能购买，转变为如今可直接购买。新京报记者在i茅台平台看到，主页面显示有预约申购、便捷直购（云购）两个入口，点击进入云购页面，既有千元价格带的茅台1935，还有其他价格带产品如汉酱、茅台王子、台源酒等。消费者点击选购产品，可以选择销售门店、自行提货或快递送货等信息，目前显示快递费减免。不过当前通过i茅台线上购买+快递配送的消费模式还未形成热潮，不少门店工作人员称不清楚线上快递功能。5月21日和5月23日，新京报记者分别咨询了5家i茅台平台上显示的北京专卖店，门店工作人员均称没有收到线上送货的订单，“之前申购时是消费者到门店自行提货，调整后如何送货还没有接到通知，也不清楚快递过程中发生物品损坏如何承担责任。”一位门店工作人员说。数据显示，2023年茅台直销收入占比总营收达45.7%，与传统渠道几乎“平分秋色”。直销体系迅速扩张引发了某些茅台经销商的忧虑，这一举措被业界解读为企业的“收权”。此外，i茅台App未上线53度500ml飞天茅台，也被解读为“照顾经销商情绪”等。随着茅台新董事长张德芹的上任，“茅台未来是否会继续大力发展直销渠道”的猜测接连不断。事实上，传统分销渠道依然在酒类销售中拥有较大占比，传统分销体系虽然有弊端，但在品牌推广、产品推介、产品培育等方面均有不可或缺的作用。5月9日进行的贵州茅台业绩说明会上，贵州茅台代总经理王莉明确下一步将不断优化渠道生态系统，促进各渠道间协同平衡。自4月29日履新以来，张德芹多次在会议上提到对经销商的重视，包括提出“要敬畏市场，服务好经销商与消费者” “未来，茅台将持续尊敬和爱护经销商，厂商同心”。“此次i茅台的投放调整，可以看作是茅台对于线上线下销售渠道的一种再平衡，通过茅台1935的云购、增加门店一键查询功能等，不断加强线上线下流量的统筹与管理，从而保障产品价格稳定，维护线上线下合作商的利益。”白酒行业分析师、知趣咨询总经理蔡学飞对新京报记者说，随着茅台以电商为代表的直营化不断走强，占比不断走高，这也是茅台新管理层应对未来企业增长的一种稳健保障措施。数字化营销赛道升温，应避免同质化内卷在数字化营销中，建立自营平台可以实现渠道的管控，有助于推进数字化营销管理。除了茅台，五粮液此前也推出了“五粮液新零售”自建电商平台。而对于多数酒企而言，自建平台投入大且短期内不一定有明显成效，更多是与电商合作。“大多数酒企都不具备自建电商平台的实力，这需要企业拥有较强的资源投放能力和运营水平等”，蔡学飞认为，i茅台成功的一部分原因，源自茅台品牌的热度和关注度较高，拥有产品溢价，引发市场追捧，“绝大多数品牌其实不具备这样的优势，很难独自运营”。在数字化营销转型方面，各大白酒厂家还纷纷将重心放在了消费者培育以及精细管理方面。公开资料显示，近几年泸州老窖、郎酒、酒鬼酒、舍得等名酒品牌采用“五码合一”进行数字化改革，将产品的垛码、箱码、盒码、瓶码和盖内码五码进行“一物一码”的数字化关联，帮助解决市场价格秩序问题。其中，基于“五码合一”模式的“反向红包”成为名酒动销的常态化动作。比如厂家设置产品扫码领红包模式，消费者扫码领取红包的同时，销售端也会得到厂家的利润补贴（反向红包），这一模式有助于提升产品开瓶率，培育消费者的同时，升级渠道数字化管理。不过，随着酒企蜂拥而上的红包让利，反向红包带来的边际效用也在递减，酒企开始寻找更多有助于精细化管理的数字营销方式。此外，在数字化过程中，出现了包括“经销商通过拆包售卖散酒，开盖卖散瓶酒骗取厂家奖励；经销商绕过正规扫码流程，获取厂家红包及奖励，‘五码合一’关联奖励变相成为降价的工具，扰乱价格体系”，天风证券在其研报中提到。部分酒企通过更新和完善数字化营销模式，防止关联奖励变相成为降价的工具以及窜货情况。例如，汾酒去年推出“汾享礼遇”等进一步提升汾酒营销管理水平。“对于白酒企业来说，尤其次高端价位以上的名酒，数字化的更大效用体现在对于渠道的精细化管理，精准实施配额投放、监控物流、改善渠道价值链，远比短期促销更有意义，为企业长期发展提供更扎实的市场基础。”信达证券在研报中提到。新京报记者 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