Dingdao: Let's talk about Jiuxian

Some time ago, "Jiuxian Net CEO resignation coal boss 1 billion transition liquor," such reports see all major media. The content is roughly as follows: Early September this year, from Shanxi Coal merchants to invest 100 million yuan construction of the country's largest wine retail web site-Jiuxian network in Beijing announced the official line, when Jiuxian CEO Ye Xiaoli has claimed that the Jiuxian network sales of wine products prices below the market price, in the next period of time in the price cut down 30% to 50%.

However, the Jiuxian network model has not been fully recognized by the industry, Jiuxian net early price is largely from the board of Blood transfusion. "The emergence of Jiuxian network has touched a part of enterprises and channels of the practical interests, but in the long run, will undoubtedly promote the development of Chinese wine market." From the factory to the consumer to peer, accept the Jiuxian net all need a process, but this need to devote a lot of energy to do, Ye Xiaoli yesterday in an interview with the Jiuxian network of views, and said it is entirely due to their own physical reasons, can not guarantee the smooth completion of these tasks.

See this kind of report can't help feeling unceasingly, remember Jiuxian net at the beginning of on-line, I have published in the media entitled "From Jiuxian Online analysis of E-commerce Web site operational Problems," the article, interested friends can search the look, in that article, I from the Jiuxian network of its own construction, market competition, logistics three aspects of the analysis of the operation of the Jiuxian network, At that time, I think the Jiuxian network to be in the current relatively saturated and competitive market success, these three must face. Today, however, the Jiuxian network faces more than three points.

Dingdao at that time thought that the line of Jiuxian net is somewhat hasty, this point in the industry can be seen, in the site itself is not perfect premise, is almost a sudden announcement: "Coal boss investment 1 billion Jiuxian network officially online" For a time this news became a few major portal sites, Led to a wide range of discussions in the industry.

However, let us look back, it is not too big market, a breath of 1 billion yuan to operate a liquor consumer website. Chinese liquor in a year is more than 600 billion of the turnover, but that is offline, the line on the most also a few billion, even if the billion also be Taobao, including several major giants carved up, leaving the Jiuxian net only leftovers. At the beginning of Jiuxian online line is doomed to go a bumpy road, even this road to pay a lot of tuition, then said back, coal boss is not a fool, they do not know the risk of investment Jiuxian network? In my opinion, the reason for this is that Shanxi has to change, and the transformation, we need a number of top-notch enterprises to grow up, of course, this batch of top-notch enterprises can not be a traditional energy enterprises, preferably the tertiary industry, it is better, so Jiuxian net in this background hastily online, plus the coal boss hand in the hands of too much money, The Hasty online Jiuxian network is more reasonable.

So at the beginning of the line, the media heard that Jin business investment 1 billion, the operation of a liquor-selling website, rushed to report. For a time, the net lift is very high, it seems that the online Jiuxian network is the symbol of the transformation of Shanxi merchants event. However, nearly half a year of operation, Jiuxian net results can only use "bad" two words to describe, the pace of development and the original expectations of the discrepancy, many of the established goals have not been completed. Two days ago and a few friends talked about Jiuxian nets, friends asked me "for the status of the Jiuxian network, you think the next step?" "I said:" If it is my words, hurry up the Wine Xian net closed, in order to avoid the loss of greater, after the settlement, we go their separate ways. ”

Of course above is a joke with a friend. Here I answer the question of my friend. I would like to say that the future of the Jiuxian network can choose to go two ways. The first is transformation, and the second is to continue to do the same, but some areas need to be improved.

Let's start with the first one and talk about transformation first. Transformation of the words I suggest doing vertical information portal, is similar to the Chinese clothing network and China Steel network such as the industry website. In this way, there is no skill, put three billion, spend two or three years how can also do it, because the industry information site very few people invest in big, determined to do, in the wine industry there is no competition, put money to the brand first. Profit mainly by advertising + members. Later big, can play CPS (according to Sales Revenue Commission), engage in activities, open a meeting, pull sponsorship! A few years later, become a brand in the industry!

However, from the development trajectory of the Jiuxian network, Jiuxian network will not be reconciled to do vertical information, it began with a clear goal, to do the domestic wine of the boss. Development to today such a CEO resignation predicament, make the industry sigh unceasingly. The following is the Dingdao division and you talk about Jiuxian network existing problems and solutions, of course, only on behalf of my personal opinion, welcome to participate in the discussion.

1. Market positioning and consumer positioning! The beginning of the Jiuxian network into the industry, with a very high posture to play a low price cyclone. Jiuxian network that the current market of various brands of wine prices are high, the biggest problem comes from the circulation channels, is the channel agents, marketing layers of bidding and speculation, leading to wine prices soared. Jiuxian Network said they will use channel advantage, so that the winery and consumers direct "dialogue" in the next period of time to cut the price of wine 30% to 50%. This shows that the market positioning of the Jiuxian network is very good, standing in a win the praise of the user height. However, Jiuxian network this time ignores the user group positioning, in recent years, with Taobao, where the rise of customer-prudential products and other sites for people also to Jiuxian Network decision group left the net purchase must be cheap impact, the same quality of products only the price of cheap users will buy, to open sales, seize the market opportunities.

Dingdao here to say is that online shopping is definitely not equal to cheap, and some products cheaper than the opposite. In my opinion, people who buy things online generally can be divided into two kinds: one is rich but not how to operate the computer, online shopping for them, the simpler the process, the price is second; another is the people who have no money but are very good at surfing all kinds of treasures on the internet, and have enough time to around, For a 100 yuan product can also see three hours to decide. The former is older and the latter is younger. And the older part of the group is the potential client of the Jiuxian net, this part of the people have a strong ability to consume, but the ability to buy a few, they want to use the simplest way to buy products, and the low price will make them think "I worked hard online shopping, only to buy such cheap things." So Ding that Jiuxian's current (at least before the entire wine-business market) should focus on higher-end routes, focusing on high-end customers and corporate customers, while others who give up should give up!

2. Government Factors! Jiuxian Online line at the beginning of a lot of halo, but also burdened with too much pressure, especially from the government's intangible trust and pressure. Shanxi to transform, starting from 10 ago until now, the slogan shout for more than 10 years, but so many years down, Shanxi left the influence of the outside or "coal". It seems that technology, the Internet, e-commerce, these words and Shanxi has not much relationship. Through the construction of High-tech parks such as Shanxi Taiyuan Hi-tech zone and Shanxi Software Park, we can see that the Shanxi government has made great effort in science and technology.

Because of work reasons, I often walk around in these High-tech Park, a friend in Taiyuan High-tech Zone, a software outsourcing company work, from his side learned that the government to encourage science and technology enterprises in high-tech zones rooted, now they use the office, is the government provided free of charge. Even so, Shanxi's several large high-tech zones are still empty, it is difficult to attract enterprises to enter. This time, Shanxi must have several representative enterprises to grow up. First of all, Shanxi technology in the government's support, just two or three years time, become a well-known online game enterprises, its variety of games won awards, so that the industry Sians. And in E-commerce, almost blank, at the same time, Shanxi coal mine in almost overnight return to state-owned, many coal bosses of coal resources into cash, hundreds of billions of money will flow into the market, while the traditional heavy industry and real estate state control is quite strict, so, we can take a shot, A wine-making business that is barely brewing is on the line.

On this point, Dingdao to say is that the Jiuxian network should not be outside the pressure or the situation of interference, adhere to, positioning clear, operational model improvement, so the chances of success will be increased a lot.

3. Operation mode! If 2001 years is the year of China's E-commerce, then ten years have passed, China's internet, but also China's e-commerce development of the Golden Decade has passed, Jiuxian network this time to come in is not already late? Throughout the development of E-commerce in China this decade, after 05, there are still jingdong, where guests, Amoy and other Web sites rise, and rapid growth for the industry boss, it can be seen that China's e-commerce is not saturated, now stepping into the still not too late. And Jiuxian nets are not integrated, but the liquor, the industry rivals are very weak, this time someone will say, liquor good ah, Chinese liquor hundreds of millions of of the market, liquor will definitely make money, but according to the author of Taobao, excellent Amazon and other sites published over the years, the top 10 in the category of goods, There has never been a wine figure.

So Jiuxian network can not like van, Jingdong operation, must find a way to its own operation. Obviously the problem Jiuxian the decision of the network at the outset, the liquor is different from selling clothes, selling electrical appliances. The Jiuxian net begins to walk is low price, it can be said that low price is the most dazzling jiuxian of a label, the relevant person said, with the advantage of channel advantages and scale advantages, in the next period of time, Jiuxian net will be cut down the price of wine 30% to 50%, to curb the false rise in liquor prices. Jiuxian Nets want to borrow low-cost strategy to cater to consumers, but unfortunately, six months later, this trick does not work. Here, Ding that the Jiuxian network needs to improve is not supply channels, but sales channels. To improve the current situation, we must expand the sales channels, said the direct point, that is, pay more attention to enterprise customers, the enterprise customers as key customers to operate, believe that the Jiuxian network behind the investor's contacts, this is not difficult. On this point, there are many cases, such as the rising security software and Microsoft Office software, the status of the payment of almost all enterprise customers.

4. Advertising! The 1 billion-Jiuxian online has been on the internet for some time, but it is a pity that public awareness is low and even its popularity is lower than that of some medium-sized websites with millions of of domestic investment. A few days ago and a few friends in the Circle talked about the company, inadvertently I mentioned the Jiuxian net, a few friends said did not hear. Jiuxian network in the Internet practitioners in the circle of the popularity of such a low, can be imagined in the general consumer visibility.

Jing Dong, why can guests succeed? I think the overwhelming advertisement accounted for at least 30% of the reasons. Generally according to my personal experience, to Jiuxian network of financial resources, the following advertising effect should be good, search engine bidding, sports events sponsorship, TV columns and website column title, outdoor advertising, charitable activities, as well as other common conventional advertising.

It is also reported that Shanxi became the only region in China at the end of last year to carry out a comprehensive reform experiment in the whole province, all-round and systematic transformation of resource-oriented economy. The leaders said the challenge of China's resource-oriented economic transformation is still great and the task is arduous. Therefore, the State will support the Shanxi Provincial party committee, the provincial government to lead the people in this area to create some new experience, but also to give high priority to coordinate the various aspects of the strength to give some support.

This means that Shanxi's start of the Twelve-Five year will be a drastic reform, which means that a large number of enterprises will be "spot", and eventually a large number of enterprises will grow up, but also a large number of enterprises as a victim of reform experiments died! Of course, change, die a piece of, do not change, all die. Reform must be firmly carried out, that will be for the future development of Shanxi lay a good foundation.

Running on the entrepreneurial road of the new merchants, mutual encouragement! (Dingdao Division)