Wine in the United States on the Mid-Autumn Festival and National Day to win the super high wine orders

In the context of the restriction of three public consumption, this June announced the withdrawal of liquor market, but in the Mid-Autumn Festival and National Day during the two-day win the super high wine orders. Wine Mei Net co-founder, CEO Luide recently accepted the Beijing Times reporter interview, said the company created 5 years, has been trying to innovate to achieve real difference: the use of global direct mining model to get rid of price war, and consumers to face communication to improve user experience. He said that Amazon founder Bezos the customer experience to the extreme, "he has been my worship, follow and pursue the goal, I hope to be a Chinese Bezos." ”

A business trip caused by a dinner

One day in the second half of 2007, Luide to a friend's party. Before dinner, we discussed the wine on the table, how to judge the quality of wine according to the year, origin, how to judge the taste of wine from grape varieties ... Although Luide wine drink a lot, but listen to these professional knowledge is still a little confused.

Luide now recalls the idea that some people say that the electric business has hit the traditional industry, but they think that the electricity business and the Internet is the best way to solve the traditional industry problems. such as wine such personalized products, sales should also be personalized. But the traditional ultra, in addition to the name of the bottle, the ingredients of the introduction, consumers can not know its quality and taste, retail terminals there is no professional and consumers to speak too much wine knowledge. "This traditional channel is not willing to convey to consumers of personalized services, if the use of Internet technology for data integration, things will become easy to do." For the first time, Luide the idea of "Wine Manor" on the line.

In the subsequent investigation and reflection, Luide also found that the import of traditional red wine sales model are through the general agent with domestic distribution, layers of retail terminals, prices far higher than the ex-factory price is the most prominent characteristics. "Electric business is also the best solution to this problem", after a period of preparation, in February 2008, he and friends founded the wine of the United States network officially online.

Sell a bottle of wine in six months

To solve the price problem, Luide created a "direct purchase of imported wine platform" mode, that is, not through the domestic wine distributors, directly from the French winery buyout products, and then shipped back to the domestic direct sales from the line. "In this way, on the basis of maintaining a higher margin, it can be sold to users at a price below 30% of the same product below the line." "Luide said.

However, the real operation is not easy, although the price is very affordable, but no one knows. "We had the first single in half a year," Luide said, "and it was a very painful time for us to grope for it for almost a year." Then Luide changed direction, and he started to solve the problem of how to let consumers know about wine.

"At least 3 years since 2008, about half of the contents of the home page of the wine-American net are all red wine culture knowledge", Luide said, the consumer opens the wine American net feeling is not the Electric dealer sale website, but is a wine portal; At the same time, the wine tasting is invited by a professional sommelier To the Office for free distribution of their own beautifully produced "Wine Beauty Life" magazine, widely circulated in white-collar.

But the tasting will not be able to extend to more places nationwide, last June, wine and the United States in the red wine electric Shangli first built the entity shop. "There is a regular wine in the classroom, new products tasting," said Luide, experience shop positioning is the service plus experience, at present, the United States network established more than 80 online experience shop to join the main, layout in the two or three-line city, the next 3 years will reach 500.

Follow the Amazon Customer Experience

In the interview with reporters, Luide more than once to emphasize the "user experience." He said that Amazon founder Bezos the customer experience to the extreme, "he has been my worship, follow and pursue the goal, I hope to be a Chinese Bezos." ”

"In the beauty of wine, the user experience is our core value, the pursuit of sales is only second," Luide said, the core value mindset that determines the business layout for this service. "For example, the consumer returns, the general will ask to return the goods, and then refund, but in the wine network, are the first refund." ”

"It's true that 50% of consumers have received refunds but not returned products," Luide said, and he would not dispute it, as another 50% of consumers became loyal members.

Luide said, do red wine and other electric dealers The biggest difference is that there is the opportunity to direct contact with consumers, because the sale of books, clothes dealers will not go to open the tasting. "The first time you hear their feedback, you think what you're doing is really meaningful." Luide said that in the direct communication with members, they also give wine to the United States network more suggestions, including the page settings, wine classification, etc., he was all written in this. "I was so moved that I couldn't stop this job."

"The synergy effect under this line has achieved the effect of 1+1 greater than 2", Luide proudly said that currently more than 5 million members of the Wine American network.

Unwilling to raise money for financing

For the development of electric dealers always face the problem of capital, Luide have their own view, "The capital market money is not easy, their conditions are very harsh, I can not for capital to go to capital." ”

He admits that 2010, IDG, today's capital, etc. have volunteered to find wine, "but then we have to experience marketing, how large-scale development of their own have not been clear, coupled with the scale is not large, funding should not be a problem, so we have not followed up." "Three years after the line, in September 2011, the United States network only received 80 million yuan in the first round of financing;

Luide revealed that in fact, the company before financing in 2010 has achieved a profit, and now the goal is to remain flat. "As a growth company, it's not necessarily a good idea to overemphasize profitability," financial indicators are entrepreneurial companies of the double-edged sword, too much emphasis on profitability, will lose the future market share and space; If you do not emphasize the words will be destroyed because of the crisis, the important thing is how to grasp the balance, must control the pace of operation. Luide said the company's sales reached 300 million yuan last year and is expected to grow 60% this year. "Basically reached the investor's request," Luide laughs, "the company's listing plan should be a matter for the next two or three years."

Character sketch

The true power of the dealers

Luide's specialty has nothing to do with wine, but he's a real power-dealer veteran. Luide University is a major in electronic engineering, 1997 after graduating from university, the first job is in the production of China's first vcd of Hefei Wan Yan, dry is the work of technical engineering.

In the late 90, the advent of the Internet, the Luide finally chose to go north, successively joined the Network of Excellence and 8848. "Here, I'm engaged in the latest technical research," Luide said that in the network of excellence, he became one of the first research and development teams of E-commerce systems in China, because there was no reference object to learn from at that time, all on their own, but the Network of excellence gives developers the greatest authority, You can fully participate in the whole process of the company to guide the business.

Four years later, Luide again to 8848, this time is no longer a simple programmer, "we do is similar to today's Alipay electronic wallet, as well as shopping search engines."

As a veteran of the electric business, in the Network of Excellence, 8848, and so on, Luide eventually chose individual entrepreneurship, involving projects including the rise of the mobile internet, video and so on. However, the real touch of the wine field is due to the dinner.

People dialogue

>> about Red wine

38 dollars is the dividing line of imported red wine

is the current market of imported red wine counterfeit phenomenon is serious?

Luide: A lot of fake wine, in addition to domestic blending situation, there are some wine is not imported, but the barrel came in after the separation, these wines can not be referred to as imported. Although there is no shortage of cheap imported wine, consumers can not blindly pursue low prices. The original price of less than 38 yuan of imported wine has a quality risk, a bottle of the most ordinary wine imported to China, including procurement prices, shipping costs, tariffs and value-added tax and other taxes added together about 38 yuan. Therefore, the terminal retail price is very difficult less than 38 yuan, but also do not exclude businesses in the promotional period to make a profit yell.

The wine American NET uses the direct mining pattern to buy out the commodity, how to compare with the product of other different winery under the line?

Luide: Direct mining mode can ensure that we have control over the quality and price of the product. In quality, we buy directly to ensure that the wine is sold in foreign countries to complete the bottle of the original wine; in the distribution link, we do not need to pass any intermediary channels, not under the line channels, distributors, such as in the maintenance of higher margins on the basis of the same products below the line of about 30% of the price sold to the user. Although there are indeed differences in the winery, but the general drinking wine consumers will have a basic understanding of the quality of red wine, price. When he tasted the wine of the United States network of a certain wine, generally know that this liquor in the traditional channel corresponding price is how much.

>> Talk about planning

Try to be a brand-name operator

What other plans does the wine American net withdraw from the liquor market?

Luide: Wine in the United States before the network has also been operating for a period of time, the reason for the withdrawal this June, on the one hand, because the wine of the United States on the brand-dominated liquor industry is not good, on the other hand, with the liquor industry, the boom is not high. At the same time, the wine-American network in the wine field for years of painstaking research began to have results this year. This year, below 300 yuan of low and low-end red wine accounted for the overall sales of 80%. Since August, the sales revenue of the wine American Net has achieved 250% growth, exceeding the forecast.

We were probably mainly selling imported wine, and now we're trying to be the operator of our own-brand wine. The United States has just reached a strategic partnership with the European Standard Group of France's largest wine-brewing enterprise, the group will carry its production of French original bottle imported wine brand of the United States to enter the Chinese market, and authorized wine U.S. network solely responsible for the U.S. brand in the Chinese market operations, including pricing system, channel construction and brand promotion.

>> Talk about management

Dismissal is a punishment and a warning to employees

Will you fire the staff?

Luide: Definitely expelled, the most important thing is because of honesty. Found that employees have financial problems, if not resolved in a timely manner, he is actually a greater harm to him, he may be in the wrong way farther, the company, the choice of dismissal is a punishment and vigilance, he may hate you, but one day he will understand. In fact, at the time of excellence, one of my colleagues was eventually arrested for a similar problem, and I was amazed at how a technician could make such a big mistake financially. This thing touched me so much that if the people around us were aware and could remind him, maybe he was another way of life.

>> on Entrepreneurship

Figure out what to do at the beginning.

What advice do you have for young entrepreneurs?

Luide: First of all to know the self, what you want to be. All the problems revolve around this core. In the process of hard work, we can gradually adjust and perfect. Now many young people do not know what they want to do, lack of self thinking, always expect others to give themselves a direction. If you don't think about it at the starting point, it's hard to get a good 20-year prime time. When I graduated from college, I always had an idea that I would do a successful business case in the future. In the wine before the United States, I also engaged in a lot of innovative research and development, now my direction has been very clear, E-commerce has been locked in my life direction, this has become my career, but red wine is one aspect.