Buy Wine network: From the negative began to create the second generation of alternative wine industry electric business

"Do Not call me rich second generation, father's industry is his, I created the industry." See Buy Wine network responsible Zhaoxiaowei, a little shy he told reporters, do not like others call him "rich second-generation."

However, Zhaoxiaowei is receptive to the term "Gen II". The 26-year-old, from the moment he stepped out of school, was thinking about how to split up with his father and create a liquor business that was different from his father's.

Before the wings were long and hard, Zhaoxiaowei had to sting for some time. "2010, a school was my father" incorporation. " ”

After that, Zhaoxiaowei spent nearly a year as a sales salesman to visit the existing liquor sales channels, including stores, hotels, convenient chain stores, group buys, Nanyan liquor stores, wholesale markets, even the street shop has not been spared.

A year later, Zhaoxiaowei started his own business in a quarrel with his father, and set up a liquor-dealer platform to buy a wine network.

But throughout the wine electricity market, there are many companies, both scale and profit, but few, how to buy a wine network in this market to find their own position?

Entrepreneurship in "negation"

The idea of a lot of Zhaoxiaowei is not willing to father's "succession training."

After more than a year of time, the existing channels of sales model and promotional mode for a round of "fishing", Zhaoxiaowei found that the father of the business industry there is still great potential, but the existing model lacks innovation.

"The traditional sales model, the salesman is too big, the link too much, and do not have to do the value-added services, this to the traditional channel is a big bottleneck, certainly not the future of liquor sales direction." "Zhaoxiaowei that only the Internet open, open information exchange platform, can only be conveyed to the channel where the products and products attached to the culture, directly conveyed to consumers." Only the internet, can reduce the middle link, save cost, under the premise of big customer scale.

Think about starting to do, Zhaoxiaowei not too much baggage, not even through other. But at first, it was almost impossible for his father to support his son, who had no work experience, to start from scratch.

The father is impossible, Zhaoxiaowei had to fly alone. At first he recruited a beauty, starting from two people, so the purchase of wine Web site platform to build up step by step.

Zhaoxiaowei clearly remember that the second month, the United States made up 2000 yuan wages will not come out when the father called him into the lecture said: "You see, you can not send out wages." ”

Zhaoxiaowei recalls: "Father at that time meaning is want to let me shrink back, oneself withdraw." But I never gave up the idea. ”

In fact, Zhaoxiaowei soon had to worry about pay. Last June, the online purchase of the Wine network in the 3rd month began to have orders. According to Zhaoxiaowei, the sale of the wine net this year can be over billion, and the gross profit margin can reach 20%.

The pioneering course of

Make a profitable electric dealer

2012, the vertical electricity market is not optimistic, liquor dealers are also facing challenges, after taking shape, buy wine network from a few people's entrepreneurial workshop, into a real start-up company.

In this "upgrade" process, do not understand the Internet father, helped Zhaoxiaowei. This February, father specially helped to dig in the wine industry has more than 10 years of channel and brand work experience Miao Chun do Zhaoxiaowei assistant.

As the senior executive who served in the Metro China, Miao Chun has worked in this industry for more than 10 years, with experience in the retail industry and the construction of liquor sales channels. From the line of wine-type consumer channel ranked first in the resignation, to the start-up of the Wine network, Miao Chun said he found the same "crazy love wine, to make a point on the Internet business to."

Zhaoxiaowei to Miao Chun's evaluation is, "He knows wine, know to buy wine net to sell what." Miao Chun to join, let buy wine network in marketing and channel exerting force.

In Miao Chun view, wine leaves culture is worthless, buy wine network positioning, not only liquor, but also wine culture. "Be sure to sell like a luxury."

Browse the Wine Web site, you can see each wine small to the packaging details, large to page design, are trying to convey their additional culture to consumers. At the same time, through the establishment of a Community model, the purchase of wine network to encourage customers to share their understanding of wine to the Internet for interactive communication. This has brought some unexpected surprises to the wine-buying network.

The marketing of the stock wine is also a feature of the wine-buying network. China's wine industry in the past 5 years after the "Hurricane Dash", this year suddenly entered a big inflection point, Maotai (600519, shares bar), Wuliangye (000858, shares bar), such as the general price reduction, the maximum decline of up to 50%. The wine market direct turn urgent ordered many dealers unprepared, inventory backlog serious.

In this case, the wine electric business platform began to play a role, the reason why the wine network can successfully two of the stock of wine marketing, in addition to emphasizing quality and story, but also from the "channel gap" in the flattering: through the Internet coverage, to those traditional dealers can not cover the crowd, to talk about a liquor story, Dig out potential buyers and, under the same purchase price, the cost of buying a wine net is relatively low and can be sold at more attractive prices.

It is understood that the current purchase of wine network stable customers in about 30,000, the customer unit price unexpectedly reached more than 1000 yuan, and customers are very high. "It's a business with a bunch of rich people, and data is the most valuable thing in the future." "Miao Chun said.

Once not optimistic about the father of the wine-buying network, has taken the initiative to do Zhaoxiaowei investors, there are some investment institutions and buy wine network contact. "A lot of people find us, we also want to money, but mainly to see the money people can bring us more resources, if only a stake, then we do not want this money, because we know more about wine, understand the industry rules."

See peers in the burning of money rapidly expand the scale, Zhaoxiaowei still adhere to their business model, "small step fast, profitable basis," a loss to make a yell "thing I do not do."

But after taking shape, how to buy the wine net next, how to balance the scale and profit, how to find development in the strong forest of liquor dealers, will be the two young entrepreneurs to face.