茅台直播卖酱酒，要和经销商抢生意？

品牌新观察08-22 15:47

茅台开始探索新渠道。谁能想到，曾经供不应求的茅台酒，如今居然能在茅台直播间里随便买到？01就在8月10日，一个来自茅台的消息震惊了全网——“茅台酱香酒旗舰店”在抖音开业直播，卖起了酱香酒。要注意的是，此次“茅台酱香酒旗舰店”售卖的不是飞天茅台等俏货，而是茅台1935、王子酒、汉酱酒等茅台酱香系列酒。其中，2022年上市的千元级产品茅台1935是贵州茅台第二大核心单品。点进该直播间，茅台主播的话术和...

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business?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1},"content_text":"茅台开始探索新渠道。谁能想到，曾经供不应求的茅台酒，如今居然能在茅台直播间里随便买到？01就在8月10日，一个来自茅台的消息震惊了全网——“茅台酱香酒旗舰店”在抖音开业直播，卖起了酱香酒。要注意的是，此次“茅台酱香酒旗舰店”售卖的不是飞天茅台等俏货，而是茅台1935、王子酒、汉酱酒等茅台酱香系列酒。其中，2022年上市的千元级产品茅台1935是贵州茅台第二大核心单品。点进该直播间，茅台主播的话术和其他品牌主播也没有多大区别：“欢迎新进直播间的朋友们，今天还有优惠，早拍早发货。”茅台时空的数据显示，在8月10日首场直播当天，该店销售额突破100万元，产品累计曝光183.83万次。这销量乍一看还不错，但是对于贵州茅台来讲，顶多算是小打小闹。我们如果按照该直播间一天直播收入100万元来算，一年收入是3.65亿元，这数据看起来还是很不错了吧？但要知道，贵州茅台年营收大约1500亿元左右。足够撑起一个小品牌的几亿元营收，对于家大业大的茅台来讲，可不就是弄着玩的？更何况，如今直播流量见顶，如果行情不好的话，该直播间一天的收入可能还不足100万元，那年营收就更少了。02在我们印象中，无论是网红直播间还是品牌自播间，都会以低价作为噱头吸引消费者。但是茅台直播并非如此。新店开播时，茅台确实也发放了大额优惠券来吸引粉丝购买——即关注直播间便能领取5张价值共760元的优惠券。这优惠券听起来优惠力度蛮大的，但其实每张券均设置了消费门槛，比如满100元能使用10元券，而大额券400元要消费满9999元才能使用。也就说是，即使用了优惠券，茅台酱香酒直播间里的价格也并不太吸引人。以茅台1935原箱为例，用上200元入会券，其券后价为6328元，折合约1055元/瓶。这价格，面对各大电商平台其实基本上没有优势——在淘天平台上，不少店铺的售价低于该价格；京东平台上的售价则在5100元至5689元不等，其中贵州茅台酱香酒京东自营旗舰店的该产品价格为5694元；在拼多多上，有店铺该产品售价甚至低于5000元。毫无价格优势的产品，到底该如何说服消费者下单呢？茅台主播面对“没有优惠”的留言，只能反复强调直播间里的产品绝对是正品，还可以提供开发票服务。她说，“茅台酱香酒旗舰店有抖音蓝V认证，不用担心酒体品质问题。瓶瓶保真，滴滴保质，假一赔四。”确实，购买高端酒水，渠道的重要性不言而喻。尤其是适合作为婚宴用酒的茅台1935，如果买到假的拿去婚宴用后果就会极其严重。03说起来，茅台也不是第一次进直播间了。在2020年，当时的直播一姐薇娅就在她的直播间里限量卖1499元的飞天茅台，供应的茅台数量是500瓶。结果当天的，观看人次达到2446万，算下来能抢到飞天茅台的概率仅为0.0025%。果然，在链接被挂出后，500瓶1499元的飞天茅台酒被瞬间秒完，连薇娅本人也没有抢到。不过，这也不是薇娅与贵州茅台官方的合作，而是酒仙网旗舰店借助飞天茅台酒，通过直播的方式来给自家店铺导流的举措。之后，罗永浩、李国庆、潘长江等一众名人也有样学样，靠着在直播间卖正品低价茅台酒引来不少流量。还有今年一举成名的酒类主播“酒妹妹”，不到一小时卖掉3万瓶茅台酒，这销量茅台看了都会眼红吧。当然，这些主播也都不是与茅台官方合作的，但他们很好地给茅台做直播打了个样，让茅台看到直面消费者的直播渠道流量有多强劲。虽然直播卖的销量对于家大业大的茅台来讲，真的只能算“小打小闹”，但这也是茅台尝试营销新模式，迈入消费新场景的重要一步。而茅台官方直播间不走低价模式的原因也很好理解，毕竟茅台如今主要的销售渠道还是经销代理，如果形成了价差，无异于就是在背刺它最重要的合作伙伴——经销商。从推出冰淇淋、联名瑞幸、开发鸡尾酒，再到如今的尝试直播，茅台的营销试水越来越多，姿态也越来越开放，这确实是一件好事。","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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