Also buy wine yuan Xinjiang: six years to feel the red wine dream

I am a sentimental person, but here is a rational financial story.

The protagonist of the story is wine electric merchants also buy wine, told me this story, is also to buy wine Chairman Shang.

Founded six years, with 7 million members, more than 8,000 SKUs, comprehensive liquor dealers also buy wine in the field of wine has become the leader of the small mountain.

"The website in the industry can be regarded as a competitor, and it seems that all the integrated opponents have not been found." The future is not only to grasp the primary users, but also to grasp the middle end users, but more high-end enthusiasts. ”

Yuan Xinjiang sits opposite me, the tone is peaceful but without losing rhythm to depict to me the future also buys the wine the development blueprint.

At first glance, directions's strategic objectives seem to have a strong taste, but throughout the past few years, also buying wine under its leadership in recent years the rapid development of momentum, it is true that people have to think that the blueprint to achieve may not only a dream.

And the dream began with a cross-border attempt a few years ago.

A dream of being laughed at

"A dream that is not ridiculed is not worth realizing." ”

Two years ago, when hammer technology Luo in the Haidian Theatre, how many people shouted, and how many were dismissive.

08 Shang also encountered a similar situation, had founded Lloyd Interactive he prepared two times to start, found China's largest wine importers and distributors, to seek cooperation, the result is they laughed, let him go back to write a proposal again to talk about.

Because it is very simple, a 0 industry background also has no business, suddenly to find industry boss talk about cooperation, sound not so rely on shop, disdain is the most "rational" attitude.

And in two years, when the old Luo took the prototype in the National Grand Theater stage to say "I do not care about winning, I was serious", no matter how the future Hammer phone sales, this strong like a stone as persistent has deeply touched me.

Six years ago, China's import of red wine line system is not very mature, which gave Shang opportunity, but also to buy wine with the status of the electrical business quickly set up an order.

Six years later, Yuan Xinjiang has become a big player in the wine industry, and many industry veteran bosses join the Vinexpo official summit. Just last month, he talked to the director of ASC at the Vinexpo's only summit in Hong Kong to talk about the future of Chinese wine.

"We talked about suppliers a few years ago, and others ignored you." At present, 80% active chasing you, this is the change. ”

Micro-abuse: The change of red liquor

The change of the supplier's attitude is the result, in the process of practicing the dream, Yuan Xinjiang and his also buy wine to face is in fact the Chinese in the wine consumption attitude of the times change.

Remember to attend a dinner party, the Bureau of depth plenary everything complete, but in the vodka, I was in the heart lay a doubt, what is the Chinese drinking wine?

Some people say, Chasa, some people say, the feeling is deeply stuffy.

So emotional brand of wine culture so that the Chinese alcohol consumption is particularly straightforward. In particular, liquor in China has a special meaning, drink and do not drink, but also a mixed face base of the contest.

However, with the different times, people gradually change the concept, liquor by more and more young people affixed to the tyrants label, and the relative import red wine is a symbol of fashion and health.

For a liquor dealer, it is important to select a category and find its core user base through the category.

"The amount of alcohol can be about a trillion market, red wine is 100 billion, liquor 500 billion, beer 200 billion, wine spirits 200 billion." Among them, the import red wine 30 billion market, the market scale is still very big. Yuan Xinjiang so understand this market.

According to macro data from the wine industry, which also buys wine to share, 62% of the world's wine production is from Europe, and the composition of the Chinese market is almost the same in terms of imported wine, but the Chinese market has a 82% share of domestic wines, so the chances of importing wine are great.

Although the liquor user group is very big, also buys the wine is how to locate his core user group?

"The number of members who buy wine is more than 30-year-old male loyal users." ”

In Shang's view, after 85 people began to drink red wine is a trend of the electric business. In this sense, also buy wine is also a male electric dealer, "the future does not rule out against this group, to do outside the red wine extension, of course, this is a good service user part." ”

Han: The Ruin of marketing logistics

Also buy wine with its keen sense of the market, in the industry to take the lead in the introduction of membership marketing strategy attempts, within six years the means of solicitation is also improving.

Also buy wine June 08 was established, just began to use Telephone solicitation marketing form, from more than 10 people's telephone services to the peak of 600-700 People's Customer service center, the main market behavior is relying on telemarketing.

By the time of 11 years, because the telephone cost is high, the expansibility is not good, simultaneously realizes will cause certain harassment to the user, after attempts the CPS Sina Sohu, the outdoors, the public, the building advertisement and so on. The increase in mail and other online pull customers, the number of calls to pull accounts from 90% to 60%.

And in 12 years, Yuan Xinjiang to "vertical electric quotient space exactly how many" this question is very big doubt. So a lot of budget cuts, and later found that their own users is the right path. This also has the current user member system, but the telephone marketing way all stops.

Throughout the development of electric business path, most experienced the "creation, financing, burning money, error correction, rationality" process. Also buy wine is no exception.

Also bought wine so far has been through three rounds of financing, respectively, at the end of 2009 to obtain the United States DCM a round of investment, followed by 2010, the Hong Kong map Hongye in the second round of investment and 2011 U.S. capital of the C-round investment.

Talk about their own business decision-making mistakes, yuan Xinjiang or memory deep, "2010 made a period of wine, leading to tens of millions of losses, and then a wave of vertical power to do their own logistics, but also to be very powerful, a city dozens of cars." There is no need for the market to get up. ”

And in the timely adjustment, hard skills, "the current return rate of 2%, breakage rate is very few, relatively healthy." ”

"This year, the new users in one months of repeated purchase rate, compared to last year, a 20% increase", Yuan Xinjiang are proud to say.

Wake up: The user is the future

The wine industry has undergone tremendous changes over the years. In particular, the negative impact of anti-corruption on the sales of high-end liquor, which, to some extent, has also exacerbated the evolution of the concept of alcohol consumption.

Some industry analysts said that Zhang Yu Great Wall sales fell seriously, the importer inventory, sale losses, customs data also show that take the high-end catering routes to hit larger.

Even so, Yuan Xinjiang also think the market is very good, "also buy wine annual consumption end 30%~50% natural growth, in such a large background, the three or four-line small and medium-sized cities to the acceptance of red wine, but also very healthy." ”

Now, also buy wine set up a membership system. In the new member system, according to the consumption level will be divided into seven ranks, the largest coverage of Chinese alcoholic consumers of different sectors of the population.

This classification of membership system not only to a certain extent the value of the members themselves, more convenient brand for different levels of user management, to provide personalized service content.

It is based on such an attempt to let also buy wine in a short span of six years, a leap to grow today's wine electricity dealers. Also buy the success of wine, and its refined membership service experience, it is worthy of Chinese alcoholic electric enterprises and even the integrated platform seriously thinking.

"At present also buys the wine the sale, the red wine occupies 85% liquor beer other foreign wine to occupy 15%." In the future, we have to do comprehensive strength is very strong, but at all points are not weak electric dealers. "Perhaps as Shang said, seizing the user is the future."

Because I like Ang Lee, I bought the movie for ten years. Always clearly remember Ang Lee's words, "for the audience, for the people who expect you, to have an account." It's a favor you owe to the audience as a gifted person. ”

Yuan Xinjiang and his also buy wine also, there are dreams, there is confusion, more awakening twists and turns. Six years of change, the middle of many changes in the vicissitudes of the world.

Now also buy wine for the six anniversary of birthday, in June took out 600 million as a concession discount to its members, but also the yuan Xinjiang to support his people an account.

Standing at the crossroads of six years, looking back on such entrepreneurial journey, more like the process of wine tasting, exquisite and meticulous and lasting charm.