China wine industry Channel regeneration changes, Jiuxian Network general manager left as Chinese wine network president

May 13, China's wine industry to regenerate changes in the channel. There is "Chinese alcoholic O2O mode first net" said in the wine network and domestic mature wine supply chain platform 1919 in Chengdu to reach strategic cooperation, the two sides will share their online and offline market advantages, and create a new type of wine platform marketing model, to join hands in developing the national market.

Senior Liquor marketing expert Shei Yiying said, "This is China's most powerful wine industry on the line platform and the strongest offline platform of the joint, will change the wine marketing platform class companies in the three countries separation of the status quo." "Prior to the Chinese wine industry, the consumer leader of the Jiuxian network has just launched the" wine Fast to "layout o2o, the intention to combine the traditional wine dealer stores, the channel extends to the offline, thereby lifting the wine marketing platform class companies in the three countries separation situation. However, almost in 1919 with the Chinese Wine Net "alliance, together", the Jiuxian network official general manager Wanghao Collar has also defected, leaving the Jiuxian network to join the president of the wine network, so that competition pattern to increase the gunpowder.

Jiuxian website General Manager Wanghao Collar

Alliance

At the end of March at the Chengdu Sugar Cocktail Party, China Wine Network chairman Rai Jingyu publicly declared, "all without the logistics supply chain of liquor O2O are false proposition, all to circle money for the purpose of the wine O2O is a false proposition!"

This remark will be directed at the Jiuxian net. 1919 Chairman Yangling Jiang also pointed out sharply, "the business is a big flicker, the electric dealer must be more expensive than the line." "The wine industry platform companies have a few words of war."

Time only after less than two months, the Wine Network and 1919 came together, which means that the Jiuxian network crisis situation more serious: online by the strong challenge of wine network, offline is no suspense by 1919.

"China Business newspaper," the reporter learned that 1919 and the Chinese Wine Network of Deep Alliance cooperation will be staged in two stages. In the first stage, where 1919 can be distributed in the region, the wine network sold goods to 1919 distribution, greatly reduce the logistics costs and improve logistics efficiency, while 1919 stationed in the Wine Network app platform for sales, broaden sales surface. The second stage is the depth of cooperation at the platform level. 1919 of the online platform and the wine in the online platform, the wine in the offline platform and 1919 of the offline platform will be deeply integrated and common operation.

At present, 1919 to Southwest as the base is carrying out the national expansion, plans in 2014 years new stores nearly 200, 2017 reached 2000. It is of great significance for manufacturers to build brands, launch new products and to promote cooperation in different industries, which means that the nationwide spread of goods overnight flowering effect. While in the wine network is based on the wine industry platform, the use of "offline Chain + Mobile operators + Open platform + group buy distribution" four-dimensional business model, the plan for the next 5 years will be in China to develop 2000 physical stores.

For this cooperation, Rai Jingyu said: "2013 industry data shows that the consumer less than 10 billion yuan, which accounted for only 1% of retail channels;" Consumers can not meet the timeliness of consumer demand, electricity distribution will appear 5 per thousand damage, at the same time, the electrical business may appear a lot of fake alcohol, low trust. The combination of line and line can solve these problems well. ”

In Yangling River view, the business will eventually be eliminated by the market, and O2O line and offline cooperation, is the ultimate way out. He believes that, from the cost of the costs, Beijing to Chengdu, freight, logistics fees are 10%, if the distribution by 1919, may be less than 1%. Any mode of operation is to adapt to the standard of productivity improvement. O2O reduces the middle link, reduces the logistics cost, satisfies the consumer diversification demand. If the consumer only accounts for 1% of the retail channel, then O2O occupies more than 10 times times its share.

"1919 cooperation with the Chinese wine Network is a supply chain of cooperation, two joint procurement." This will greatly increase procurement strength, such as 1919 have a billion of wuliangye sales, the wine network has 200 million of sales, together will greatly exceed two previous volume. In the Northern China Wine Network procurement channels Strong, 1919 in the South procurement channels strong, this is complementary in the brand. Through joint procurement, 1919 of the procurement can achieve 80% from the provinces, greatly reducing the risk. Business sector cooperation, online many brands commissioned in the wine network to manage. "Yangling Jiang said," for the distribution of wine network, as long as 1919 have stores place, will be 1919来 distribution. Now 1919 also open up foreign markets such as Beijing. ”

Industry insiders believe that through the 1919 and the cooperation between the wine network, indicating that the wine electric business in depth development, online advantage and the combination of offline advantage will become the mainstream.

Defections

Shei Yiying thinks, this "alliance together" will let 1919 and medium wine net respective advantage and professional infinite enlarge, reduce each separate to create the platform of time and cost. The beginning of this year, including Jiuxian nets, wine and even liquor companies are building O2O platform, but after the industry after impetuous, the next step will be integrated, integrated, can survive can only be so two or three home. ”

In the face of competition pressure in the industry, has said that "liquor dealers do O2O is a false proposition" of the Jiuxian network began to change attitudes. April 2, Jiuxian Network chairman Shang announced the Jiuxian network received two rounds of a total of 425 million yuan investment, including the end of 2013, 165 million yuan in the D-round financing and the beginning of 2014, the 260 million yuan round of financing. For the purpose of the financing, he said, the financing will be mainly used in the National Warehousing Center and the "wine fast" layout to further enhance the operation of the Jiuxian network capacity. In the past, the Jiuxian network "helped liquor companies around the world to sell alcohol", and is now "hoping to help China's 1 million wine dealers and liquor distributors to help them sell liquor and bring orders to their efficiency."

In Jiuxian net this comment one months after, its general-Jiuxian network official manager Wanghao Collar defection, leaving Jiuxian to join in the wine network, and as the president of the Wine network attended the May 13 signing ceremony. This personnel dynamic, no doubt changed the liquor dealers of the three countries of the tilt of the balance of the way.

In response to this personnel changes, the reporter interviewed the Jiuxian network related responsible person, he said "Wanghao collar is just one of the company's more than 150 outstanding directors, leaving the personal reasons, we wish that he has better development." Liquor market is very large, 1919 and the wine cooperation, each do, will not have an impact. ”

"Everyone's expectations of the electric dealer are too high, but the electricity quotient is not the future of liquor, and the electricity merchant cannot save the liquor." Because consumer demand is here, we have to consider how many people are logging on to a professional vertical web site every day? Baiyu, a leading marketing expert, said wine industry as a traditional industry, 2013 through a full year of electrical business practice, found that the vertical electric trader may not be the industry's lifeline, but the traditional marketing is indeed facing considerable difficulties, the integration line under the advantages of O2O is the entire industry recognized the possibility of one of the biggest breakthroughs.

Broken Bureau

Previously, there were three liquor-dealer platforms, each tree a flag, each has its advantages and disadvantages, but in the O2O boom, the ultimate trend towards a positive competition: Jiuxian network is from the line to the line extension, 1919 of wine directly from the chain to penetrate the line, and the wine network is the line under the lines, and eventually face.

"Jiuxian Network has some advantages on line, the electronic commerce system is relatively mature, in the electric business talented person reserves and the operation experience is stronger than 1919 and in the wine net, but in the wine net advantage lies in the initial stage to determine the line under the common development pattern, menacing, on many tripartite platform frequently ranks among the liquor electric trader Trade top; And 1919 of the advantages of the direct supply of alcohol is undoubtedly a large number of high-quality offline physical store resources, by these physical stores cultivate hundreds of thousands of loyal retail members, will be the future O2O war in the core weapons. "In Shei Yiying's view, as the" three strong "expansion accelerated, hand-to-hand combat is inevitable.

But this kind of hand-to-hand combat situation just started, was "two strong" to break hands together. Rai Jingyu said that through cooperation with 1919, the Chinese wine network O2O mode clearer, to provide better service experience and logistics protection, will also greatly reduce logistics costs. Yangling Jiang said that the two sides will share supply chain procurement after cooperation to make the goods more competitive advantage. "The future does not exclude two companies in the management of mutual infiltration, integration." ”

"We will be based on the entire channel of warehousing and distribution system cost advantages, efficiency advantages, service advantages fully with the Chinese wine network to share." "Yangling Jiang said, China Wine network as the wine industry novice, after a few months of operation last year, its platform sales data has been in the forefront of the industry, and in the" Double 11 "" Double 12 "during the period achieved good results, its online professional operating ability has been affirmed. 1919 cooperation with the Chinese wine Network, is the 1919 stores to obtain orders and distribution costs of another profit growth point. It is understood that 1919 with the Chinese wine Network after cooperation, 1919 of the Open Platform for wine enterprises and including new hope food such as the different industry strategic partners to provide more platform channels.