After the money is burned, the profit model of liquor dealers is gradually

After the early days of crazy burning money of the liquor dealers, finally see the dawn of profit. A few days ago, Jiuxian Network and other liquor dealers in charge to the Beijing newspaper reporter disclosed its profit behind the secret: On the one hand, like offline supermarkets like liquor to earn money, on the other hand to the brand to charge a certain value-added service charges. However, overall liquor dealers profitability is still low, gross margin of more than 10%. Especially for O2O and other models, if there is no online proprietary shop, still can not be profitable. In the industry's view, liquor dealers are still in the development period, a long way.

Online supermarket: Liquor margin 10%

According to the public data statistics, the current wine electricity market has an independent domain name and platform of the website Vue, the rest of the independent domain name of the beverage site at least thousands.

So crazy electric dealers, its profit model has been questioned, in the end profit point where? Jiuxian Network Chairman Shang in the Beijing business newspaper reporter interview, the company's net profit climbed year after year, the cumulative profit has been over billion. "Basically we are now operating in two main modes." The first type of consumer, profit by retail spreads. "That is, the electric dealer from the liquor enterprises or distributors to take goods, online sales, to obtain profit margin." In Shang's view, the business is a offline sales network version, the essence of the supermarket.

Another wine, a representative of the liquor Network Chairman Rai Jingyu also agree with this, in his view, liquor dealers have followed the distribution model, they and wine companies are also the first after the goods system, their own in the retail earnings is the price difference. In accordance with the words of the business owner, online supermarkets than traditional distribution channels to handle less, and save the entry fees and many other costs.

However, compared to the liquor industry 60%-90% of the high gross margin, "liquor business gross margin on average down only 10%". Shang said. A person familiar with the operation of wine dealers in the industry, the cost of the main embodiment of online operation, two times packaging, logistics and warehousing, the last cost is higher. Wine American Network CEO Luide said, the wine United States network warehousing, personnel costs, reverse logistics add up to about 15%. In addition to marketing, operations are more than 10% of the cost, resulting in liquor-type electric business in a state of meager profit.

In this case, how can the net profit of billion be supported into doubt. Shang frankly is by sales, "No sales definitely not." He explained that high sales are mainly based on low prices. August 14, Maotai once again made a clear distinction with a number of electrical business relationship, said Jiuxian network, in the wine network, such as E-commerce Platform 2014 and Maotai No business relations, its purchase channels do not know.

Shang told the Beijing business newspaper reporter, Jiuxian net more than 85% of the wine is directly from the winery, "We and Maotai group cooperation is all-round, multi-faceted, individual companies encounter confusion is normal". China Wine Network also responded that the company's purchase channels are formal, of which sales of 6%-7% from the bank group. In addition, to achieve profits, but also a little benefit from the high sales, the electricity from the wine companies to take goods prices lower.

A company insider told the Beijing Business newspaper reporter, at present, the liquor electric business sale Best includes Erguotou, the old vain and so on wine, these wines have a common character: The price is cheap, and has a group of more loyal fixed consumer group. "But like custom wine, more still stay in the internal staff, the people in the industry taste, has not been recognized by consumers." Wine differentiation is difficult to do, consumers buy liquor more pay attention to brand, price, taste, the change of outer packaging can not become an attraction factor. ”

Value-added services: profit from service charge

In addition to selling alcohol as an offline distributor, Shang's second profit model, that is, to help Jiuxian network services upstream brand manufacturers to provide some value-added services to obtain service fees. As for the contribution of the two models to the profit, "This is not detailed to analyze, back to finance should be there." Shang said.

From the public information learned that the Jiuxian network in its O2O platform "wine Fast" operation, will charge a certain amount of technical services to merchants: After the manufacturer authorized the store or dealers will charge a technical service fee of 5000 yuan, no authorized national chain of wine service fee of 300 yuan, Chain convenience stores and traditional Nanyan liquor store 1000 yuan, in addition, will also charge a margin of 5000 yuan.

The way to offer concessions to online platforms is not just actual costs. According to the Xifeng in charge, they and the Chinese wine Network cooperation, will be to the Chinese wine network to provide a certain gift of wine. According to them, the offer is ultimately meant to be transferred to the consumer. In the view of the industry, the intention of wine-giving is mainly to attract consumers in order to increase their attention and sales.

As a traditional dealer transformation to do the typical Sichuan O2O wine supply Chain Management Co., Ltd. (hereinafter referred to as "1919") also in the provision of services, the company's chairman Yangling Jiang told the Beijing Commercial newspaper reporter, not only o2o,1919 also through the supply chain management costs, Large data promotion costs to achieve income, "through our platform data collection, corporate advocacy and other work to provide large data reference." In addition, it is reported that in the 1919 planned direct-store cooperation model, partners have 100% ownership of stores and store margin earnings, while 1919, like Shangri-La and other management companies, provide operating services, the annual fixed management fee.

No proprietary stores: no money

With the liquor electric dealer is hyped, the mode of O2O, C2B and so on is endless. "The relatively mature, c2b of the private customization model is still in the trial state, compared to O2O more attention." "People in the company said. 2014 by the industry as the liquor industry O2O Year of the year, the major liquor dealers together with the wine and offline stores for O2O big cakes. However, companies are basically "blind Rob".

has pushed O2O platform for half a year Jiuxian net, in the profit model is still very confused, "I really do not know, next year may know." Let's do the work first and then consider how to make money. Shang said, according to his introduction, the company O2O platform "wine Fast" has invested tens of millions of yuan, is still in the establishment of organizational structure, network technology expansion, promotion and other stages of work.

Yangling Jiang Frankly, in the absence of their own stores in the region, due to logistics and other costs, difficult to escape the fate of the loss of their own stores in the region is the opposite. In his view, O2O's play mainly lies in the "line on-line integration, the operating party on-line under the initiative".

"Our online platform is more like a front desk, which is primarily an order entry point where consumers place orders on this platform." "Yangling Jiang introduced, the company's profits mainly from the offline stores, but because line online under all are their own operations, the overall can achieve profitability." It is understood that 1919 of the overall gross profit margin of 16%, online about 8%, the line issued 20%.

"O2O heavy in integration, online under the line are a family, there is no redistribution of income." And now a lot of wine electric dealers do O2O, the development of a variety of retailers do offline, there must be a benefit game. "In his view, there is no proprietary store O2O mode, the electric business platform is only 114 query function, only for consumers to provide offline dealer contact, difficult to talk about profitability."

Liquor industry analyst Cai that, at present, liquor-type electric business O2O and other models can not bring profits to enterprises, this is the problem of the entire electrical business. "Chinese wine dealers more like internet companies, more emphasis on high exposure, rapid flow, and resulting in higher marketing costs." "In addition, the overall demand for liquor is shrinking, and consumption is mainly focused on the 50-70-year-old crowd, they are less interested in online buying alcohol, it is difficult to support the line of liquor sales, especially high profit liquor." "Ordinary consumers buy white wine, certainly preferred stores, fidelity." ”

In the industry's view, the entire liquor-dealers are still in the development period, a long journey. According to the public data, in the total liquor trade, 2012 liquor sales accounted for less than 1% of the 2013 liquor electricity quotient accounted for less than 2%. Beijing Business Newspaper reporter

Ma Junhao/Wen