Can the Jiuxian network make the famous "five Kilometer Death circle" in the retail industry reappear in the wine industry O2O?

in the internet thinking big way, Jiuxian network can let retail industry famous "five kilometers of Death circle" in the wine industry O2O reproduce?

2104 Future Star Rankings: 04

Jiuxian Network Electronic Commerce Co., Ltd.

Comprehensive score

22.528

2013 Revenue (million)

—

2011-2013 average annual growth rate

73%

Projected average revenue growth for the next three years

300%

Article | Sinorama journalist Cao Shonni Photography | Shiwan

Shang Hey a happy time, face round like a child, revealing tiger, the right wrist wearing a string of black beads. Seems afraid of peer to Jiuxian net boss status has a grudge, Shanti mouth always "wide knot good margin do not make enemies".

However, as the wine of the boss, not making enemies is almost impossible, the Jiuxian network is still in the competition pattern of being overtaken. For example, this year has been exerting force O2O mode of the wine network, together with 1919 of Alcohol direct supply chain, to the Chinese liquor sales channel boss status Sprint. To be exact, like Jiuxian, they want to be the first Chinese alcoholic retail company to sell billions of dollars a year.

In an increasingly large group of wine manufacturers, established in 2009, the Pioneer Jiuxian network temporarily lead, accounting for 50% of market share. After completing the e-round 260 million financing in 2014, Jiuxian Network is to be listed, and a change before announced resolutely not to go "O2O" caliber, with D-round, e-round total of 425 million of the funds, accelerate the construction of the National Storage Center, the alliance of a number of cities under the line stores, the implementation of "wine fast", Resource integration of retail channels under layout line.

There is no doubt that the Jiuxian network, as a power trader, is becoming more and more "heavy". Even more surprising, when the traditional offline channels have been transformed to do vertical electric business, the internet thinking of the road, Shang but put forward, jiuxian nets to use retail thinking to do the electricity quotient, Wal-Mart (75.79, 0.11, 0.15%) as the benchmark, in the second round of liquor dealers continue to win competition. When the retail industry itself is suffering from the cold winter, Jiuxian network so-called retail thinking is too "old-fashioned"?

What does 5 kilometers mean?

"To be a good wine dealer, you should have retail thinking." My business benchmark is Wal-Mart, Carrefour, such as large retail enterprises. "In the afternoon of June 6, Shang in an interview with" Chinese entrepreneur "in a new office with a taste for decoration, so it jiuxian the net.

Three days later, June 9, Jiuxian Network on the external release, "Wine Fast to" O2O sales model in Beijing, Shanghai, Guangzhou, Shenzhen, Zhengzhou, Hangzhou and other 11 cities trial run.

"From the next order to the receipt, 9 minutes." "Shang a number on the phone to" Chinese entrepreneur "reporter. He didn't mention another number, 5 kilometers.

Based on LBS positioning technology, 11 cities "wine fast to" users can be used to view the 5 km range of wine shop, wine products booking. Also means that only a short distance of 5 kilometers in the delivery channel, in order to achieve 9 minutes in time to arrive.

5 km is of special significance for the retail industry. In the era of the former electric business, the retail industry has been the so-called "Wal-Mart 5km death circle" argument. The implication is that Wal-Mart by virtue of its strong supply chain capability, few opponents in the industry, generally in its vicinity of the 5km within the scope of other businesses are difficult to achieve expectations, and even the risk of loss.

Now in the electric business era, 5 kilometers is still Shang learning benchmark-Wal-Mart after the transformation of a key figure. One of the measures to shift the focus to the electricity business in 2013, when Wal-Mart, a large supermarket shutdown, was to accelerate the construction of Community convenience stores and plan to add 385 to 415 stores in 2015. In the United States, 2/3 of Wal-Mart customers, through the 5-kilometer range of stores, to achieve a line on the list, offline to take the goods of the electrical business shopping experience.

Jiuxian net 5 kilometers "wine Fast", and Wal-Mart's ambitions, the ultimate goal is to cover all users, the last 1 kilometers to solve the traditional electric dealers fortress. And Shang for this also back on the "promise" baggage. Because when the 2013 O2O into the trend, Shang is not optimistic about the electric dealers back offline, investment under the shop under the practice, and even vowed to declare Jiuxian network do not do O2O.

May 17, 2014, Beijing, another two companies in the Wine Network, 1919 wine Direct marriage, will be in the wine network of the business model, bundled on the 1919-line shop supply mode, fast completion of the O2O marketing model of the framework, Jiuxian Network O2O Project has completed the layout.

On March 19 this year, Jiuxian began to start the "wine fast to" project, the winery, wine stores and personal terminal wine merchants and other business resources docking, more than 100 wine enterprises and more than 20,000 terminal operators access, the product covers liquor, wine and rice wine and so on. The "Wine Fast" app is online at the same time as the iOS and Android platforms. Ready for the June trial operation.

After exchanging business card with Shang, he found that his business card had his own portrait, as well as the two-dimensional code of "wine is coming" and "red envelopes": 100 Yuan Cash exchange code.

Such favors, in Jiuxian Network department Director of the business card on the show. If you look at the marketing language on the Jiuxian website: Second beat, group buying, clearance ... Embodies the Internet era and the former electric Business Times a mixture of discourse system.

Billions of Dreams

2008, did nearly 10 years of liquor agent Shang, in the annual Chengdu Sugar Cocktail Party, and a group of liquor wine Friends made a great ambition, wine sold to the world, become China's annual sales of the largest wine king.

At that time, Shang has been Shanxi's largest liquor agent, two years can earn millions of. Sold newspapers, when security, sold a quick frozen dumplings Hao, a veritable grassroots origin.

The tens of billions of dreams were greeted with laughter at first. Brothers laugh at him, as the largest liquor agents in Shanxi Province, a year also sell less than 100 million, is changing the pattern of selling, selling a century, it seems impossible to achieve. Finally, after he convened the Advisory Group, has proved three or four times, can not find billions of dreams of the way.

Shang tried the phone, SMS marketing, attracted a lot of customers, but still will not bring a blowout growth data. In the last session of the EMBA in Tsinghua University in 2009, the teacher explained the electronic commerce that opened his eyes. August 2009, Jiuxian Network was registered in Taiyuan. Later found that Taiyuan is not the fertile soil for the growth of electric dealers, moved to Beijing in 2010.

Rely on their own years of liquor sales channels, manufacturers resources, Jiuxian net a shot, the "goods really cheap" when the weapon.

Like the Beijing-east, such as the rise of the electricity quotient, by virtue of the goods are true, low-cost two weapons, this is the first batch of China's electric dealers rise. Do not expand the category, adhere to do vertical electric Jiuxian network, also with the rapid rise of these two weapons, sales annually to 3 to 5 times times the speed of growth, 2010 100 million Yuan, the first time in 2013 to achieve a profit of billions.

"There will be billions next year." Shang said the reason is that China's alcohol consumption market in the size of 800 billion to 1 trillion, and the consumer electronics business development to 2013, but only to win 1% of the share.

At the end of 2013, the O2O mode, so that the wine with "timely consumption attributes" of the special category, in short to the minute calculation of the delivery time guarantee, and will win more market share.

"Over the next 5 years, the market share of liquor-dealer channels, 30% from O2O, is about 250 billion." "Shang predicts that the introduction of the hotel in the country is not allowed to charge open bottle fees, since the consumption of the wine market, will account for the entire alcohol consumption market 50%, and the consumption of their own drinks, mostly rely on O2O to achieve."

Such a big market, Jiuxian net "reneged" is not surprising. But Shang has always stressed that the Jiuxian net, the so-called line, not their own investment to open the store, but the integration of existing channel resources, become the nearest pick-up point Jiuxian network, improve delivery efficiency at the same time, reduce logistics costs.

The second round of the electricity quotient competition, has been from selling cheap real goods, upgraded to sell "user is God" the ultimate shopping experience. Behind the two major factors, one is money, the other is personnel.

April 2011, Jiuxian Network won the first round of 15 million financing, November 2011 completed two rounds of financing, by Sequoia Capital and the East Rich Sea joint investment of 80 million, to help them complete the capital city of warehousing, logistics construction. August 2012, Jiuxian Network completed the third round of financing, by Beijing Wo-Yan Capital Management Center, such as a number of funds combined investment, the total of 110 million yuan, for all parts of the warehouse construction, improve logistics quality, self-built distribution team and so on. When 2013, 2014 completed the D-round, e-round total of 425 million of the funds, is still invested in logistics, warehousing, personnel.

With the expansion of personnel to more than 3,000 people, Jiuxian Network has just moved to a new home, located in Beijing Technology Development Zone, a digital factory office. Located in this low-density office, plant, warehousing and other mixed areas, the office of the Jiuxian Network, is the MIMIZAZA computer table, staff crackling banging on the keyboard. Only the second floor corridor places a variety of wine red wine racks, revealing a little wine enterprise breath.

"The Internet emphasizes individuality, innovation, and I want to use the retail thinking to do electric business, improve the efficiency of single labor, improve the standardization of services, made Chinese liquor sales of Wal-Mart." Shang reiterated the goal, he often said to employees, do not think the electricity quotient is tall, we are still labor-intensive retail enterprises, hard, a bottle of wine sold out, with the retail thinking to do the electricity quotient, in the second wave of competition, the first to achieve the goal of tens of billions of sales.