Wine online shopping market differentiation play: Custom wine

Wine online shopping market is not only low-cost competition, but also people try to find a differentiated "play", from the homogenization of serious competition in the encirclement. NET Wine Net "guest make wine" to resemble custom product form to be launched, this is a marketing gimmick or worth popularizing, line personage diverging.

Custom Wine Suction Eye

A few days ago, the network wine Net first introduced the guest to make the wine "sight dry red wine" transported to Beijing to start shipping. The wine, priced at $199, is still on the Web page but has been sold out.

The so-called "guest-made Wine", in its wine signature, production areas, grape varieties, taste characteristics, bottles, packaging are all determined by the purchase of customers.

It is reported that the network Wine network launched a customized wine business investment is quite a lot. More than 150,000 questionnaires were sent on the website to investigate the types of wines that consumers like, price acceptance, grape varieties, food and wine bottle cork, bottle type, wine bottle color, body weight, capacity, etc., and finally from the global more than 50 famous Zhuang hundreds products selected a most suitable for the user's needs of wine.

NET Wine network from this year's beginning of this May to the consumer pre-sale this wine, the beginning of September will be sent to consumers in the hands of wine products. The whole activity took six months. Industry insiders said, half a year to promote a wine, and sold out will not be able to renew the goods, this business is difficult to say that the value is not worth.

Escaping the trap of homogeneity

The net wine net spends great effort to build the guest to make the wine is to kill the homogeneous competition between the vertical electric quotient.

With the development of the whole category of the electric business, wine professional electric business has been occupied by electric dealers such as Jingdong, Amazon and other fields. Facing the intense competition, the wine electric business enterprise needs to take out the difference competition sharp weapon, avoids the money circulation problem in the price war process.

Beijing Business newspaper reporter learned that in the electric business industry, open special sale, fight logistics, as long as there is a start of innovation, other electric dealers will follow suit, resulting in the development of the same quality of electricity dealers serious. In the current vertical electric business circle, leading electric dealers are increasing capital investment in order to retain consumers and occupy bigger market share. Most vertical electric operators adopt the marketing strategy of spell flow and price. But the huge amount of money invested makes the small electric dealers with less funds more and more deeper.

NET Wine Network This is a customized business is to avoid the operation of capital problems. Beijing Business Newspaper reporter contacted the net Wine Network customer service personnel, this custom made wine does not support the delivery of goods, can only order online. is called the first payment after the goods. Compared with the delivery, the biggest advantage of the pre-sale mode is to maximize the speed of commercial operation, can effectively reduce the vertical power of the financial pressure.

In the industry, the vertical electrical business to survive, it is necessary in services and products more personalized, so as to enhance competitiveness, thereby reducing the possibility of substitution.

Gimmicks or competitive tactics?

Whether it is to the wine industry or to the electric business industry, net Wine network is undoubtedly a full "new person." As a "newcomer" to the current vertical electric dealers in the trough to seize the market must have their own methods.

It is reported that the network Wine network launched a customized project is based on their own grasp of consumer demand and the global name of the resources to make the first step of change. In the network wine network, customized projects for the Net Wine network, not only to achieve interaction with consumers, real-time understanding and meet consumer demand, but also to improve customer stickiness, help build their own brands.

A consumer of customized wine personalized wine label recognition. The consumer said, whether it is a gift or a collection, this approach is quite innovative.

But the industry's campaign against the Net Wine network also has a skeptical view. In Beijing DeLong International Wine Co., Ltd. Beijing branch general Manager Assistant Wang Ke, wine Enterprises should have their own principles, the brand must have their own insistence. If each brand of wine can be customized, it is like a toy, completely lost the brand's value and personality.

Wan Olan's chief wine consultant, Lujiang, says that while the guest-made wines do not rule out market demands, such as gift-giving or group consumption may be of interest to customized wines. But this part of the market is not too big. NET wine network positioning of the high-end wine market narrow, this time the customized activities more like a gimmick, in the expansion of the market, but this behavior will not be a big deal.