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茅台酒在消博会上被“买爆”引起关注,“保真”一直是消费者关注的核心点。

在近期举办的第五届中国国际消费品博览会(下称消博会)上,茅台集团作为本届消博会的全球战略合作伙伴,其中,茅台展厅同步开展现场茅台酒销售服务,1L装飞天茅台酒、茅台生肖酒、精品茅台酒等产品备受消费者青睐,展会期间现场累计销售金额超千万元,现场一度出现了消费者排队抢购的现象。

实际上,贵州茅台在消博会“摆摊卖酒”并得到参会者的欢迎,除了折射出贵州茅台的强大品牌力和号召力外,还体现出茅台积极触达消费者的决心和消费者对茅台酒“价真”“保真”的强烈需求。

作为备受关注的白酒大单品,茅台酒的购买渠道一直是消费者的关注点。在哪里能买到保真的茅台酒,如何能更有保障地购买到茅台酒,以及怎样以合适的价格买到茅台酒,一直是消费者强烈关注的部分。

尤其是近期茅台酒价格在波动时,不少消费者因为被所谓“低价吸引”而吃了亏。

“之前市场上经常有消息说,茅台酒价格有波动。我在一些电商平台上,确实看到有些店家打着‘清货’标签,低价售卖,我觉得性价比很高就买了。”消费者梁先生表示,买到手的“茅台酒”虽然外观上跟茅台酒差不多,后来梁先生拜托了几个懂茅台的朋友品饮,以及送去相关机构鉴定后,才确认自己买到假货,“当我想找店家申诉的时候,这个网上店铺早关闭了”。

消费者钟先生遇到类似情况,但是主要“货不对板”,他听闻茅台酒存在价格波动后,看到网上有卖1499元/瓶的茅台,出于“捡便宜”心态,他立刻下单购买,结果酒到手后,钟先生发现是43度茅台酒而不是53度产品,“虽然最后费了九牛二虎之力跟店家协调好把货退了,但这次遭遇让我挺不高兴的”。

消费者陈先生则表示,自己是“有钱也买不到酒”,在某大型电商平台的百亿补贴活动中,陈先生看到茅台酒标价约2000多元/瓶,但是他拍下来付款后,却遇到了商家退款,对方声称“茅台酒没货”。后来陈先生才知道,网上部分低价“茅台酒”是商家套取电商补贴的一种方式,“电商平台会对一些产品贴钱补贴来吸引流量,商家却找到一些人进行刷单,实际上,酒还在仓库里估计没有动过”。

部分消费者出现了上述遭遇,毫无疑问价格成了很重要的影响因素。有部分酒水经销商表示,不论是近期还是早前贵州茅台出现波动后的价格,这些价格并不是针对消费端,一般消费者“基本没有渠道能买”。

而零售渠道上,茅台酒价格仍保持高位。根据南都湾财社最新一期《湾区酒价》数据显示,飞天茅台(茅台酒)在广州、深圳和佛山的零售均价为2700元/瓶左右,即使是最便宜的渠道终端,产品零售价也在2400元/瓶左右。因此业界建议,消费者购买茅台酒应该在贵州茅台的正规投放渠道进行购买,“这样买到的产品才是真实可靠的”。

值得注意的是,除了部分投放或授权渠道外,贵州茅台自营店同样有部分茅台酒产品进行销售。贵州茅台广州自营店相关负责人介绍,目前除了需要在i茅台上抽取申购的产品以及小部分产品外,包括1L装茅台酒、100ml小茅台以及精品茅台酒等产品都可以通过茅台自营店购买,“不过,具体产品依据实际的库存情况来进行销售”。

上述负责人还表示,自营店由于是贵州茅台开设和运营,渠道、产品和价格等“天然保真”,因此受到很多企业客户、i茅台客户及个人客户等欢迎和上门选购,“去年我们还通过品鉴会、回厂游以及进企业等方式,加强了与这些客户之间的互动和粘性”。

另外,随着贵州茅台正在推进客群转型、场景转型和服务转型的“三个转型”工作,包括新兴产业等企业的团购成为当下贵州茅台的开拓重点。有内部人士表示,目前贵州茅台各地自营店正主动对企业客户进行开拓,同时企业可以到所在地自营店店咨询申请团购。

整体来看,不论是正规投放渠道,还是自营店等,“购买到真实可靠的茅台酒”一直系消费者买茅台的核心痛点。对此有行业专家建议,消费者购买茅台酒应该辨别好相关店铺及渠道,是否为贵州茅台投放或是授权出售的渠道,同时还要看出售的价格是否与市场有偏离,切勿被“低价”吸引最后受到损失。

附注

贵州茅台全国各地自营店地址

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