Liquor industry may learn from millet

In recent years, the rapid development of China's Internet and the great success of Internet enterprises have aroused great attention both inside and outside the industry. And people relish the "internet thinking" is regarded as the inevitable logic behind the success of these internet giants, in a number of Internet product success stories, "Millet mobile phone" become one of the best, "millet thinking "is also a logical object of study in the industry.

But a few days ago, the founder of Millet Technology, Vice President Li Vanchang in 2014 China Wine Industry forum thrown out if millet make wine "three One" theory (namely: only make a kind of wine, only earn a piece of money, sold to 100 million bottles a year, but in the liquor industry caused a stir, although no lack of Jiuxian net Shang such as big guy Support, But the industry more people questioned, because of course, the Millet model has its success, but after all, electronic products and traditional liquor products far apart, millet mode can not be transplanted in the liquor industry successfully.

In fact, in the author's opinion, the fundamental contradiction between the two viewpoints is not only the difference between "electronic products" and "liquor products", this is the difference between two kinds of thinking: one is the typical operation of the Internet product thinking, focus, extreme, Word-of-mouth, fast is its core; one is burdened with too many historical burdens, Traditional industrial thinking that relies too much on traditional channels, heavy channels, light customers, heavy sales, light service, heavy relationship, light culture is its true portrayal. The two modes of thinking have no intersection in their respective ecological environment and have their own rationality. If the liquor industry had not had a turning point, if the Internet dealers had invaded the traditional industries, the two thoughts would not have collided so fiercely.

I believe that the Li Vanchang so-called "only to make one kind of wine, only to make a dollar, every year to sell 100 million bottles" is only a way of thinking, rather than the specific procedure. As a master, if he really go to make wine, still not kezhouqiujian like to take the operation of the pattern of millet to mechanically, the wine industry people can not have to grab a little and a great article.

Today's liquor industry has to face the fact that the liquor industry now in the environment has changed, is no longer a closed ecological environment. This is the internet age, is a lie also in the era of gun, you can not tell where your competitors will come from. PetroChina's rival is not Sinopec, but Tesla; China Telecom's competitors are not unicom, but Tencent, and the radio's rivals are not TV and newspapers, but taxi software! The competition of traditional liquor enterprises may not be another liquor brand, but the Internet enterprise like millet.

Under the impetus of the Internet, the line between industry and industry is becoming less and more obvious. It is hard to say Jiuxian net is a traditional liquor distributor, and the Chinese wine network is more like an internet company.

The opening and rapid iteration of Internet industry is unimaginable in traditional liquor industry, and this kind of unimaginable opening and iteration is coming to the liquor industry. Whether it is the Jiuxian network for the representative of the rapid growth of wine, or to the Wine Network, 1919 wine chain as the representative of the wine O2O, all caused by the traditional wine and wine business bursts exclaimed: "Wolf!" although there are various problems with the Jiuxian network and the Chinese wine network, we have reason to believe that With the maturity of technology and the development of the model, these liquor dealers will adjust according to the change of market environment in time. The electricity quotient we see now is definitely not the same.

In the Internet age, the only constant is change, and the most fundamental tool to deal with change is the change of mode of thinking.

Even if the next gold 10 years come again, before the successful mode of operation of wine products is not the same. Liquor industry now faces not only a period of policy impact, overcapacity, lack of standards, consumer trust crisis, but also a consumer replacement, consumer demand upgrades, product information transparent, competitive environment more open era. In order to cope with this era, the traditional thinking mode of liquor industry needs to be upgraded, and it needs to learn from the more competitive Internet industry, and not just to be unworthy of a flaw in one's words.

Finally, I would like to say that the millet model to do the liquor can not be known, but the liquor industry will appear similar to the success of Millet brand, and its operation, it must be different from the past, with a bright internet thinking mode of operation. (This article is from the wine net, Author: Mahone)