Also buy wine: do wine as a mass business?

Sheng in the hit of the new "water margin", drinking alcohol has been interpreted as an important part of the daily life of Liangshan heroes.　　But they drank white wine.　　Today, if you like to drink a few drinks on weekdays, drinking white wine seems to be a bit old-fashioned. But the wine, especially imported wine, which has always been elegant and sentimental, is usually expensive for the mass group. Because of the traditional channels of exploitation, citing an imported wine dealer, said, "European 1 euros of red wine to Chinese consumers to sell more than 300 yuan is not surprising."　　"Also buying alcohol is trying to change that.　　The establishment of the 2008 also bought wine, is now the largest domestic import wine to the website, 2011 sales are expected to reach 2.3 billion yuan.　　Although from dozens of to thousands of or even tens of thousands of a bottle of wine can also buy wine to find, but in terms of quantity, the price of its mainstream products are under 100 yuan.　　Also buy wine chairman Shang said what they have to do is "bring the wine closer to the average consumer and make it a cup of people who are willing to spend and often consume." Also buy wine in 2008, Shang, Liu and several other entrepreneurial partners sold the original company Lloyd Interaction, bullish E-commerce prospects, they have been pondering on the online selling points. They initially selected more than 80 kinds of products, in comparison, exclusion, the final frame in red wine.　　Is the year November, also buys the wine to establish formally.　　But the internet to sell red wine, Shang and other people have no obvious advantages of the first hair. As early as 2006, a wine-loving media man started a wine-related forum; At the end of 2008, wine drinkers began cutting into the wine business.　　At the end of 2009, Greentree Group Chairman Xu founded the original imported wine platform 519.com (I invited wine).　　But public data show that in more than three years, also buy wine to maintain a 300%-400% annual growth, 2011 sales are expected to be 2.3 billion yuan, Shang said, 2013 is expected to achieve 1 billion yuan. Red wine customers in the mainstream product price of 100-300 yuan/bottle, the unit price is also to buy several times the wine, 2010 wine Customer Sales only in tens of millions of yuan level.　　The retail price of the bottle I invited was usually between 80-150 yuan and 2010 sales were more than 1 million dollars. "There is no doubt that buying wine online is No.1.　　"Bo thinks. In fact, Shang and other people do not buy wine before, in the field of red wine without any accumulation and research.　　How can you buy wine to rise quickly? This and yuan Xinjiang and other people before the background is not unrelated.　　Lloyd's interactive database marketing consulting Planning Service company, through the mining database to achieve precision marketing.　　Therefore, although the internet to sell wine, Shang and other people or habitually play their own director, using DM ads, websites, mail, SMS, telephone direct sales, wine tasting and other forms of the combination of marketing methods. The results show that this method is effective, especially in telephone sales.Sales, which also brought the sale of alcohol to the total sales volume of 50%. Yuan Xinjiang did not disclose the current telephone sales of the latest data, but last October reported that also bought the net by telephone business volume accounted for "less than 50%".　　At present, whether it is wine guests, I invited wine, more than 95% of the sales from the Internet.　　To also the rapid rise of wine, the industry appeared a different voice. Some people think that the model of telemarketing is "too barbaric".　　But some people admire Shang, and feel that many people used to sell wine too much emphasis on the elegance of wine, petty bourgeoisie and accent, and despise the business attributes of red wine, relatively, yuan Xinjiang is in the wine as a business in doing.　　But there is no denying that there is a psychological conflict between the consumer's way of telemarketing. To reduce resistance, also buy wine specifically to do a set of telephone communication process, to ensure customer service contact with the frequency of customers and the content of each phone update; In addition, also buy wine in its home page set up the "declined telephone" service, do not like to receive customer service calls once the button registered mobile phone number,　　The number will be removed from the customer service's membership library.　　Product still red wine Network is also the use of telephone marketing way to sell red wine, but CEO Zhang Huijun said, they are mainly with those in the red wine net after a single payment, or register, browse, did not order, or a period of time did not repeat the purchase of consumers to call.　　Albert Chan recently injected 25 million yuan into the wine, and vice President Zhang Yihui said the next product will also strengthen the call center, such as line sales.　　In Zhang Yihui's view, the advantage of telemarketing is that "more guidance to consumers is also a quick way to solve the current online sales of red wine, but in the long run, the problem with this approach is that the expansion of sales scale depends on the expansion of sales staff to achieve."　　Not afraid to be scolded the chairman of the original choice to sell online, Yuan Xinjiang set the big frame is, "the industry's future growth of space is very large, in addition, the industry itself has not very strong competitors, we can do in the future industry first." Red wine clearly meets this standard.　　But compared to selling 3 C of the Jingdong, selling women's wheat, and so on, but also to buy alcohol in the education market, but spent more thoughts.　　In addition to the line of the wine tasting, they also through a variety of columns to the popularity of knowledge. For example, they combined with the ICS Shanghai foreign Language brand to create two wine-related TV shows: "Ocean Kitchen" and "City Beat".　　In the previous show, the chef will match each issue with a suitable wine, and each phase of the "City Beat" will introduce the relevant wine knowledge to the audience, and to engage in the interaction with the audience. In addition, also buy Wine official website also specially opens "also buys the wine lecture hall".　　Invite professionals in the field of wine to teach wine knowledge, including how to distinguish between true and false, wine classification, price differences and so on. This year, also bought wine in the official website launched the "Wine Cellar Community" section, users can access the Sina Weibo account direct landing. "Wine Cellar Community", also has the function similar to the microblogging, the registered user may send the comment, the attention friend, sends the letters, also may initiate the same city activity." The community let also buy wine in high exposure, once a netizen to criticize posts, the news will pass quickly.　　Sometimes users in the community "Pat Brick" or even abusive, yuan Xinjiang know that they have been scolded. Yuan Xinjiang but attitude calm. "Scold and scold, as long as we are normal to solve the problem is good," he said, so as to help attract a group of loyal customers here. At present, also buys the wine official website to show the newest member number is more than 4 million. Share to: