Alcohol e-commerce development is a long way to go

First, China's liquor industry leader - Maotai Group restarted the online mall, and then China's largest alcohol e-commerce company - Jiuxian network successfully completed the C round of financing, the introduction of a total amount of 200 million yuan. Prior to this, e-commerce companies such as wines, wines, wines, etc. in the wine industry also gained favor in the capital market.

In 2010, it was known as the "Year of Development" for alcohol e-commerce, and alcohol e-commerce started from the same year. And three years later, in 2012, liquor sales channels ushered in drastic changes due to e-commerce's continuous fermentation. Industry figures believe that e-commerce as a channel innovation force in recent years will change the ecological landscape of wine merchants.

Traditional wine enterprises "shocked"

Competing with wind-breakers to compete for alcohol-based electricity providers is that traditional wine enterprises have “electricity” and started e-commerce. Among them, the oldest Maotai Group is the industry's most typical.

In August 2012, Maotai Group restarted the online mall project. According to the Moutai Group, online shopping malls will adopt a method of restricting purchases, and the number of specific purchases has not yet been determined. In other words, Moutai Online Mall is mainly targeted at bulk cargo customers and will not be impacted by distributors who mainly make group purchases.

In fact, Maotai has been involved in e-commerce on the Internet since the beginning of 2010, but due to problems with delivery support and other issues, operations have been poor. In 2012, Maotai’s self-operated stores were rapidly rolled out across the country. Following the first Maotai self-operated store in Guiyang on April 26, self-operated stores in central cities such as Chongqing, Chengdu, Zhengzhou and Beijing quickly “flowered” within a month. ". At present, Guangzhou Moutai's self-operated stores are also in full swing. Maotai plans to open 60 self-operated stores throughout the country before the end of the year.

Peng Hong, secretary general of the Guangdong Alcoholic Drinks Industry Association, believes that Maotai’s move does not rule out preparations for developing e-commerce and enriching outlets. “Strengthening network terminal construction will enable Moutai physical stores and online stores to keep pace” and directly grasp customers. Resources to maximize the company's revenue."

Outside of Maotai, traditional liquor companies such as Wuliangye, Gujinggong and Yanghe also exclusively launched online direct sales businesses.

At present, the consumer groups of liquor are still in the 30- to 50-year-old population, but the emerging “80s” and “90s” populations have gradually entered the liquor consumption group. This part of the consumer groups happens to be the main force of e-commerce online shopping. Hu Junbo, an associate researcher at the Institute of Rural Development of the Sichuan Academy of Social Sciences, believes that the consumer psychology and consumption habits of the “post-1980s” and “post-90s” will have a huge impact on the marketing strategies of liquor companies and will also promote the traditional advertising of alcohol companies. The “strong marketing” approach promoted by people has turned to an interactive “soft marketing” approach.

Well-known liquor marketing experts iron plow analysis, the traditional liquor companies have "electric shock" because more and more wine companies realize that e-commerce is not to be missed a new market opportunities, is the industry trend of development. Iron Pl said that the explosive development of alcohol e-commerce is predictable. “Three years later, we will usher in great development. Five years from now, we will have a revolutionary outbreak. In the future, we will certainly surpass the traditional channels.” Who can seize and If you take advantage of this opportunity, you will be able to stand out from the competition in the future. On the contrary, it is very likely that you will become passive.

Alcohol electricity providers have a long way to go <br> <br> wine e-commerce say, 10 years, B2C possible occupation of the traditional wine industry for about 50% of the market, the traditional liquor sales model could not escape the fate of a sunset industry.

For emerging alcohol e-commerce companies, the most important issue is the supply. How to deal with the relationship between traditional channels and wine enterprises is a common problem for many new liquor sales channels.

According to reports, Jiuxianwang has designed a brand-new cooperation model of “alcohol network strategic partner”. It has both competition and heavier cooperation and has solved many controversial issues in a package. "Since its inception, Jiuxiannet has invested a great deal of energy in the development of its supply chain. It has signed strategic agreements with nearly 100 well-known wineries in China and has purchased the goods directly from the wineries at the highest level of dealers' prices. It has reduced product circulation levels and reduced costs. Let's benefit the consumers.” Hao Hongfeng, chairman of Jiuxian Network, disclosed.

For traditional liquor companies, the biggest challenge to “electric shock” is the professionalism of e-commerce operations.

The shortage of talents and logistics problems are the challenges faced by new alcohol sales channels and traditional wine enterprises when they develop e-commerce.

E-commerce, as a new type of channel that has risen in recent years, has a relatively short supply of talents, and the sales of alcoholic products also belong to a more special industry, which requires a deeper understanding of wine culture and history. In addition to the scarcity of talents, alcohol e-commerce companies also face the pressure of logistics costs. Because wine products as a special commodity, logistics and distribution requirements are extremely high. At present, there are fewer than 20 companies that can distribute wine products nationwide. The high logistics cost has brought great constraints to the development of alcohol e-commerce companies.

Alcohol marketing senior personage introduction, the current annual value of drinks at least 500 billion yuan, and e-commerce channels online transactions only billions of dollars, only a fraction of the market share. How to continue to expand and consolidate its own market share is still a severe test for various alcohol e-commerce companies.