Electric merchants feast Yunnan Wine Enterprises where are you?

Up to now, according to incomplete statistics, alcohol e-commerce Market has an independent domain name and platform of the site Vue, the remaining large and small independent domain name of the beverage site at least thousands of. Including Jiuxian nets, wine network, wine network, such as comprehensive liquor consumer Web site, but also to buy a network, wine, the United States, wine, wine ring nets, wine sinks and other wine specific consumer website; also includes Maotai (600519, stock bar) online mall, Wuliangye (000858, shares bar) Online and other liquor companies to build the corporate consumer Web site, as well as Chinese wine business Network, China Wine Network, Chinese rice Wine Trading network, such as E-commerce-like websites.

Jiuxian Network publicly released information shows that this August, the Jiuxian network completed the third round of financing plan, financing amount of 200 million yuan, which is also the Jiuxian network from last April to now, in just 1.5 of the time to get the third round of investment.

The reporter learned that, in addition to the Jiuxian network, other liquor dealers have also been injected into the capital by a number of VC agencies. According to a research report from the Qing Ke yuan, from April 14, 2011 to September 7, 2012, the Jiuxian net, the wine American net, the product still red wine net all obtains the capital injection which the multiple rounds wind throws. In addition to the above mentioned Jiuxian NET, the wine network and the product still red wine net also received two rounds of investment capital.

"Double 11" electric business World War fell, Taobao 19.1 billion yuan daily turnover to make the market, and nearly two years just the rise of alcohol in the "double 11" performance is also quite strong, creating nearly 200 million yuan in daily turnover.

Although the current proportion of liquor dealers in the wine market is still very small, only accounted for 400 billion of the total sales of about 1.2%, but with Maotai since the construction of the mall, Wu Liang Ye online, jiuxian net, buy Wine network, also bought wine, such as the first line of vertical electric dealers have joined the whole network distribution, wine electric dealers have been the beginning of the "prairie" trend. Some people are optimistic that this ratio will rise to double-digit levels in the future, or even 50%. However, with the continuous development of wine dealers, logistics, talent and other aspects of the pressure has been highlighted, liquor dealers want in this Chi other gluttonous feast to taste the fruit of victory, there is no doubt a long way to go.

The charm of liquor electric dealers

At the beginning of this year, a wine industry development conference, a lot of people in the industry has been on the liquor market can make a new way to issue a lot of questions. However, only the past half a year, liquor dealers have been "frequent", in the wine market set off a wave, its irresistible trend of development is unexpected.

"Every day will rise" has always been the development of liquor industry, and in this year's Mid-Autumn festival, National Day This traditional consumption season, liquor market for the first time to break the cycle of price increases, high-end liquor stability, the low-end is packaged promotions, almost half price sales. Apart from the macro-economic downward and the impact of the three public consumption, liquor electric business is not. Send coupons, buy gifts, bundle prices, buy one to send a first-class promotional activities take turns, so that a variety of wine prices do not rise and fall. And in this "double 11" electric business War, Wine electric dealer again set off a wave of sales frenzy.

According to the domestic several big wine electric dealer announces own Double 11 sales data shows, Jiuxian net "Double 11" the day sales breakthrough 60 million yuan, and another set up only 11 months long the first line of alcohol Shang Wine Network also revealed that the day sales of more than 12 million yuan, is ranked as the day Cat liquor franchise stores the highest monthly sales. Plus wine nets, also buy wine and other electric dealers, an industry scholar said, conservative estimate "double 11" period, liquor dealer sales should be close to 200 million yuan.

Such figures are already a big "cake" for the wine dealers who are just emerging markets, and this is enough to give the wine dealers a taste of their wealth and become a new capital.

The latest research reports from the Analysys think-tank show that the three-quarter TMT sector disclosed a total of 31 investment and financing events, including wine-type vertical electric dealers have become the new category of investment institutions. And with the wind to compete for wine and the electricity quotient of each other, the traditional wine enterprises have also "electric shock."

Electric business model Dian wine in action

"We have established a strategic cooperative relationship with Jiuxian network in May this year, and have sales platforms in the official website of Jiuxian Network and when, Jing Dong, Taobao and other electric dealers." "Yunnan Red Grape Industry (group) Company Brand Center manager Li Yunjie told reporters and stressed at the same time," network sales will be the future development trend, it is based on this point, Yunnan Red opened Dian wine precedent, began the electric business platform operation.

If the 2010 is the "First year of development" of E-commerce, 2012 seems to be the alcoholic electric dealer explosion-type development.

"Before liquor companies pay no attention to E-commerce, but this year more and more wine enterprises began to" electric shock. Shang, chairman of Jiuxian Network, said in an interview with the media. It is reported that the Jiuxian network with more than 100 domestic wine enterprises to achieve cooperation, most of them reached this year.

The reporter understands, the production enterprise directly establishes the electricity merchant the order entrance mainly has two kinds of ways: one is the factory establishes own mall, but another kind is through the third party open platform to establish the order entrance.

From August 2008, Wu Liang Ye online officially on-line, by the beginning of 2010, Maotai early E-commerce, opened Maotai Mall, and then to the country's first wine vertical E-commerce website Jiuxian Network registration set up, different enterprises in their own way for the development of alcohol-related power to contribute.

And for Yunnan Wine Enterprises, self-built or through the use of Third-party platform? This is a problem.

Li Yunjie told reporters, Yunnan red in wading in the electricity business, has considered since the establishment of the electric business platform, however, considering that since the establishment of the electricity business is equivalent to reopening a field, the need to build a team of their own electricity, one year team, and to two or three years later, this team can have a strong independent operating capacity, which the time cost is too high, In addition to talent training, other than the early investment, Yunnan Red finally abandoned its own construction, instead rely on the growing maturity of the third party wine electric platform. "Jiuxian Net has its own sales platform, with the cat, when, Jingdong Mall and other large platforms also reached cooperation, the operation of the above platform of liquor channel, the wine sales force doubled, these are what we value." ”

Since May, the Yunnan Red and Jiuxian network cooperation has been nearly half a year, when the reporter asked about the sales after the line, Li Yunjie Frankly, in this half year, the electric dealer sales can not compare with the traditional channels, although sales are still low, but already higher than expected.

"Although the electric quotient advantage is not yet fully apparent, in the future development, we will still insist on two legs to walk, electric dealer and traditional sale, both hands must catch" Li Yunjie said.

Compared to Yunnan Red's resolute, Yunnan other wine enterprises appear some hesitated.

"A year ago, we began to brew electricity business operation, this year, the development momentum of the wine industry has become more and more strong, we are also speeding up the implementation of the matter," drunken Bright Moon chairman Shengtai told reporters, "but at present, is self-built, or with the help of Third-party platforms, we are still considering.

Shengtai Frankly, for the maintenance of brand considerations, if the use of Third-party electric business platform, is afraid of fake wine and wine problems breed, thus destroying their own signboards, and since the establishment of the face of huge capital investment, and high investment may not be able to have high returns. "We need to seriously make a market assessment before we can decide."

Shengtai based on the reality of the consideration also reflects the pain of the development of wine dealers, VCs are competing to invest in alcoholic liquor, in fact, the wine online shopping market prospects, although the current number of liquor dealers still not achieve profitability.

Heqing Dry Wine general Manager Yang Hailin is relatively more cautious, "We did not consider to do electricity quotient, wine because of its particularity, do electricity business too inconvenient".

Shang, chairman of Jiuxian Network, admitted in an interview before the media that so far, China has not yet a profit-making electric dealer, which is a common dilemma and challenges for China's electricity dealers, "but I believe that the future of China's electricity business is bright, in the industry, our profitability, competitiveness ahead, hoping to achieve profitability as soon as possible." ”

How to guarantee the quality problem beyond the price

As we all know, unlike clothing, department stores and other traditional online shopping mainstream products, drinks online shopping has been a long time in the wide doubt, especially the consumer's query, the reason is that the "fidelity" problem is difficult to get a good solution. The market has said that the domestic market, the overall proportion of counterfeit alcohol at least 25%. And the development of alcohol E-commerce, although the manufacturers direct supply, but its channels to open up the distribution problem, it increased the risk of counterfeit products.

To this end, "Double 11" on the eve of the Jiuxian network special launch "true Wine Risk", only to prepare the network to buy drinks users inject a tonic. Jiuxian Network Commitment, "Users in the Jiuxian online buy fake wine or because of the quality of goods caused by the damage to the benefit of the maximum 1 million yuan of insurance compensation." "In the opinion of many wine lovers interviewed by reporters, as the insurance has just been introduced, many people still do not understand, its" strong heart "role remains to be seen, but the respondents made it clear," liquor dealers, especially the wine-enterprise online store opened, enrich our channel to buy wine, objectively speaking is very good. " ”

If the product fidelity problem is the development of liquor dealers need to solve the problem, the line under the price of how to coordinate, it has become a wine enterprises in front of another problem.

It is reported that Taobao Mall to require all official flagship stores in the price is not subject to geographical restrictions, for wine companies, this is bound to different regions of the offline trading price system to form a conflict.

to this end, Li Yunjie said, because the current electrical business has not fully developed mature, in the case of Yunnan Red, the electricity quotient is only a small part of the overall sales, so it is not possible to affect normal sales because of a small number of markets, but in order to avoid this situation, and taking into account that the basic consumers bought by the electricity dealers, Its direct supply of Jiuxian net product positioning for the high-end, and the electricity agreed to the product packaging, the main national characteristics, to achieve dislocation sales.

Of course, some people in the industry are optimistic that the continued low price operation on line will affect the price of products under the line, and then push the price bubble under the line.

In this regard, Li Yunjie, "This depends on the line under the virtual high price components of the product." According to Li Yunjie, only in the promotion of electric business activities, line online will have a big difference, the specific price difference depending on the product. and specific to consumer buying behavior, if the product line under the price difference is not particularly obvious, for transport time and entity experience, and so on, consumers will generally choose to buy in the entity shop.

"Last kilometer" is a bottleneck.

And when a trading order in the generation of electric platform, how to send goods to consumers, an online order into a "customer satisfaction", this is the biggest problem.

On logistics, the reporter learned that the electric business operations team either through the local distributors to achieve delivery, or through Third-party logistics to achieve delivery. Relative to wine, because of the difference of liquor bottles and the diversity of packaging materials, its transport logistics requirements higher, so many domestic courier companies do not undertake this business, the high cost of logistics, the development of alcohol E-commerce Enterprises has brought great constraints.

When the reporter call in Qualcomm, Yuantong and Shentong three express company Kunming Branch to inquire about the situation, the salesman said that can undertake beverage express business, although three express delivery of different freight, but are higher than ordinary goods freight. In the business staff told reporters, Liquor Express freight depending on the wine, in the low end of the wine weighing charge, for 15 yuan/kg, and high-end liquor freight is 100 yuan/bottle. Similar to the Tong, Yuantong all drinks are 15 yuan/kg. and Shentong given the tariff standard is no matter wine, all 20 yuan/bottle. Although the charges vary, but the three of the respondents were invariably said that the head office does not have liquor transport business, the branch to undertake the drinks express also "black-box operation."

Wine electric dealers have obviously seen the development of their own short board, in the 200 million Yuan wind investment financing, the Jiuxian network will be used to finance the local warehouse construction and self-built distribution team, up to now, Jiuxian Network has been in Beijing, Shanghai, Guangzhou and other central cities with logistics centers.

Since the construction of the logistics system, is obviously not the general liquor enterprises can withstand the heavy, but Shengtai also said to reporters that only the loss to maintain within a certain range, the enterprise will choose to continue to do, after all, wine electric business still has good prospects for development.

"The loss also must insist", perhaps this sentence has a bit of helplessness, but obviously, as long as the wine enterprises dare to eat this crab, then the wine electric business booming era will not be too distant.