Chinese wine network challenges Jiuxian Nets, O2O mode who can win?

In order to attract consumers under the single link, Jiuxian network rich and deep: from Maotai, Wuliangye, Jiannanchun and so on nearly hundreds of well-known wine enterprises 110,000 bottles of free wine, du Kang 20 Mercedes-Benz Smart, thick workshop luxury Seaview villas, Song Horse Spring Festival tickets ... is to give orders of the consumer lottery Hao Li, simply became the Jiuxian Network Cooperative Enterprise "arms Review."

In the wine network is to take the "explosion" route, targeted to select a product and consumers to collect a lot of products, by the very low price of the wine drainage, led the selection of 100 single products of the whole shop sales.

On the other hand, Jiuxian nets prepared five special special "lose money" to promote, the wine network will use dynamic adjustment, step by step press: "Every two hours to open a meeting, as long as there is beyond the opportunity to cut the full range of product prices." ”

Day of the fight, Jiuxian net orders reached 220 million yuan, accounting for nearly half of the total liquor-dealer proportion. While in the third (cat ranking), but also grab the eyeball, first "double 11" will reach nearly 50 million yuan sales (whole net).

But Shang did not expect is, Rai Jingyu still have after recruit: in the wine net launched "one hour speed Tatsu" service, its Beijing area orders, the same day by the line of more than 30 stores all sent out, attracted the industry's eyebrows. Originally, Rai Jingyu figure is stone, one side to the reputation of the wine net, side also to raise the banner of O2O!

"Wine O2O is a false proposition!" Shang publicly stated that the rental costs and manpower costs of the O2O shop "are going backwards". In this respect, the Chinese wine net COO Wang Zexu means to respond: the most lethal wine is the logistics cost, and O2O can cost from dozens of hundred yuan to 5 yuan. This is poking at the Jiuxian network operating costs too much pain.

How much liquor can be used by electricity dealers?

Why was Shang so indifferent to O2O at first?

Shang to establish a focus on liquor of the vertical electric Dealer Jiuxian Network is in 2009 years. At that time do not say O2O, in the industry is a new term of electric dealers-the only reference to the wine electric dealer only sample was founded in 2008 also buy wine and wine, but also focus on wine.

Shang at that time faced the biggest problem is, in an agent system and the price system are very strict seller's market, who will be low price for the competitive advantage of the internet to sell liquor? As the largest local liquor agent in Shanxi Province, Shang's thinking is already ahead of him, he decided that the use of electricity can make his career to a broader market.

Shang with tens of millions of Yuan capital to Sichuan, want to work with some wineries to establish cooperative relations, but "money spend not go out". For large wineries, tens of millions of of the order is too small, and some agents are intent to lower the price of the net sales of the Jiuxian network as an "enemy", Boycott.

Shuming, with the traditional method is not open the situation, he used to play the way of the ball, for liquor-makers to win the first way out. Winery does not cooperate, he uses his resources, find a large channel to take goods; and their own money to buy wine, some high-grade liquor income inventory, in time to "old" in the online low-cost sales, gather popularity; at the same, the attitude of resolutely maintain the winery "image Products" of the price, so that the winery to provide a network for the product, not only with the offline product partition, Also guaranteed profits.

Jiuxian Network of electric business model, in fact, is vertical: consumers in the Jiuxian net of the official website orders, Jiuxian network responsible for distribution. This means that the Jiuxian network must spend great effort to build warehousing and logistics.

Shang will use the power of capital, by 2012, Jiuxian Network has completed a tricycle nearly 1 billion yuan of financing, the bulk of the expansion of warehousing, logistics infrastructure. North Canton, Wuhan, Chengdu, the central warehouse built, the basic can be achieved in most parts of the country 24-hour delivery.

Although the data show that the Jiuxian network of liquor can be profitable, but the huge logistics costs have dragged its hind legs. However, "lose money to make a yell" has always been the beginning of the electric business method, Jiuxian net 2012 1.5 billion yuan sales, has stimulated the enthusiasm of the wine electric business. In 2011 and 2012, wine-type electric business soared to more than 100, but also become one of the hot spots.

Later, the bigger change comes from policy: under the influence of three public consumption restrictions and other policies, in 2013, liquor, especially high-end liquor sales plunged into an unprecedented trough, the liquor industry a solid system was hit. A temporary industry mergers and acquisitions surge, the size of wineries are looking for a way out-small wine, "return" to the mass market, as well as the attempt to electricity business.

Jiuxian Network started early, but also occasion "a single big." It and the top 100 domestic liquor companies set up a network of exclusive sales of strategic cooperation, and most third-party electric business platform, such as Jingdong, Cat, when the establishment of strategic cooperation, almost monopolized the liquor-making enterprises in the online sales channels.

Some people worry about it, and some people think about it. The O2O concept in the "Double 11" hit, in the pursuit of the eager footsteps, Shang had to re-examine the Jiuxian network "position."

The advantages of Jiuxian network, its brand influence, upstream suppliers and more than 4 million loyal users on line, have provided the innate advantage for its transformation.