5100 Mineral Water channel change: Allied Multi-appliance Business Water Card

Sina Science and Technology Wang Zesen Annual sales revenue 80% has been achieved by the railway system channel 5100 of the Tibetan Glacier mineral water to enter the electricity business.　　June 29, Tibet 5100 announced in Beijing and Jingdong Mall, Dangdang, excellent Amazon, Cofco I bought a network (micro-BO), 1th stores, such as 12 well-known platform cooperation, to achieve online sales 5100 water card. According to the introduction, 5100 "Water card" is the Tibet Glacier Mineral Water Company in 2006 launched the "Storage-type delivery voucher" service, currently has 500 yuan, 600 yuan, 800 yuan three denominations, consumers as long as the Unified Customer Service hotline, can be in the country 44 cities withdrawal products (delivery or self),　　Enjoy free door-to-door service. Tibet's 5100 move is seen as a new move to expand sales channels. In order to reduce dependence on single customers, since 2011, Tibet 5100 Efforts to develop new institutional customers and new retail channels, local government agencies, Air China, Mobile, Sinopec, BP have become 5100 sales expansion channels in Tibet.　　The 5100 earnings in Tibet accounted for 62% of total sales in 2011 through the China Railway, a 19% per cent reduction from 81% in 2010.　　Light Mode co-dealer only sells cards and does not send water it is noteworthy that the 5100 in Tibet and the electricity business Platform for cooperation to take "light mode": the Electronic Business platform is responsible for the sale of water cards, do not need to undertake the storage and distribution of water.　　One of the partners of the New Egg Network (Weibo) representative introduction, this and 5100 of the cooperation, changed the original concept of sales, only the sale of water cards, can be significantly less storage space, save the physical water transport costs, reduce the breakage rate, but also reduce the complaints, on the electric business is very convenient and fast. Tibet Glacier Mineral Water Co., Ltd. Deputy general manager Sanli to Sina Technology Introduction, Tibet 5100 do not have their own distribution team, warehousing only a small part of the majority of warehousing and all the distribution to the third party logistics companies, the current national cooperation with the China Railway Express and FedEx, and sales channels only sell light water card,　　Such a professional company can achieve nationwide rapid distribution. Qin, a researcher at the Leadership Research Center at the School of Economics and Management at Tsinghua University, said the water card service model reduces the difficulty of product transaction and circulation, and is the only innovative breakthrough in the FMCG industry that can be redeemed nationwide.　　In addition, 5100 of the water card sales model in Tibet also through the conversion of gifts to open up more so-called "non-customer market."　　Middleman distribution is not involved in group buying nets and Days cat (Micro Bo) It is understood that the 5100 and the electricity business cooperation in Tibet, in the settlement does not occur directly, but by the middleman to distribute, and the traditional sales model is no different. Hon Sheng Shengxiang (sound) company on behalf of Renault introduced, their company is Tibet 5100 Mineral water distributor of the country's only responsible for the company, from this year onwards, the gradual development of electricity channels, to Jingdong, when, excellent Amazon appropriate discount, these electric platform to retain profits after the consumer discounts, such as faceThe value of 600 yuan 5100 water card in Jingdong only buy 539 yuan.　　But Sina technology found that at present, 5100 water card online price is not uniform, the same products in different electric platform prices are quite wide, such as the above face value of 600 yuan in Beijing East price of water card 539 yuan, in the Cofco I buy a network of 488 yuan, sold in the Amazon only 479 yuan.　　The above people also introduced, because the product positioning high-end and product line is not wide, and so on, the current 5100 of the electricity business in Tibet did not involve group buying site and the day Cat Mall. Public data show that Tibet 5100 in 2005 in Lhasa, Tibet, Damxung County, the establishment of the first mineral water production line in 2006, signed in 2007, the rapid shipment of iron, China Railway Express become its largest customers.　　By 2010, Tibet 5100 had become "China's first high-end mineral water", the market share of nearly 30%, more than Danone, Evian and other world-renowned brands. Tibet 5100 landed on HKEx in June 2011. As of December 31, 2011, Tibet's 5100 annual income reached 633 million yuan, a significant increase of 76% per cent from the 360 million yuan in 2010, and a significant increase in gross margin from 2010 to 64% in 2011.