Wine US CEO: This should be the most difficult year for wine dealers.

Silicon Valley News Beijing time of July 1, this year should be the most difficult year of liquor dealers. Luide, CEO of the Wine Network, said that at present all the vertical electric operators have to consider the survival problem, if it can survive the second half of the day may be better later. He predicts that a large number of electric dealers will face closure in the second half. To cut spending, the network has almost canceled all advertising this year.





also bought wine chairman Shang also felt that the first half of the day is not easy, and its advertising directly from 2010 million to reduce to this year's million level. Not only that, a large number of wine companies this year began to adjust the strategic direction in order to better survive.


　　


incomplete statistics, the current wine E-commerce Market has an independent domain name and platform of the website Vue, the rest of the independent domain name of the beverage site at least thousands. Among them, including Jiuxian network, wine and other comprehensive wine network, such as the website, also buy nets, wine, the United States Network, wine guests and other wine specific business website, Maotai online shopping malls, Wuliangye online and other wine enterprises from the establishment of the consumer website, as well as Chinese wine business Network, China Wine Network, Chinese rice Wine Trading network, such as the Web site with a business-to-business nature. In addition, the competition is still increasing, in addition to Jingdong in their own platform for their own liquor products, the line of wine suppliers are now also began to transfer to the line, the entire wine market competition has completely entered the white-hot stage.


　　


Live First


　　


Face the shrinking living space, the day of wine electric business is more and more difficult. "Either they can be profitable, now simply do not get the capital, the environment is too bad, PE no money, the most closed this year is PE company, so the most important thing is to survive." "According to the three-year plan that Luide has set for the wine-US network, it will be at least twice times higher each year, compared with a growth of only 50% in the same period last year," he said. In fact, the whole domestic wine electricity market in the first two years in the 100%, 200% blowout rate growth.


　　


Luide said that on the one hand, the big environment no longer allow such rapid growth, in addition to the overall macroeconomic environment is not good, the whole market consumption is relatively depressed, on the other hand, the major companies are in the appropriate control of growth, the current development is relatively more rational and focus.


　　


It also forced the wine dealers to start facing a new round of shuffling. Just a short time ago, the wine United States suddenly announced the withdrawal of liquor market, more focused on the import of wine market.


　　


previously, to meet the needs of consumer diversification considerations, the United States network has been low-key operation for a period of time liquor products. Interestingly, before this, the main wine also buy wine, wine has entered the liquor market, while the main white wine Jiuxian network has entered the wine market. In the wine category expansion of the entire category into the industry's default rules, the wine of the United States network of this "rebellious" move, it is no doubt that the liquor dealers into the mode of contention: In the end is the expansion of the category, or focus on a specific area, more able to meet user needs? "Go left or right, we actually think for a long time." Luide said that after a profound reflection, the wine network finally chose to thin body. And the wine of the United States to exit the liquor market reason is very realistic: in the import of wine market for many years, but in the liquor market, wine United States is a new entrants, the need to spend a lot of human and material resources and financial resources, and not necessarily beyond the existing competitors in the field.


　　


industry insiders believe that liquor and wine, although the same wine category, but whether from the supply chain structure, or market consumption behavior, the two in the market division is not clear-cut. The fact is that, because the consumer of liquor brand recognition of high, liquor market is the leading market brand manufacturers, brand in the entire industry chain has the absolute right to speak, channel merchants can only be attached to the brand, play a small space. In contrast, since imported wine is more personalized, as many as tens of thousands of brands, coupled with long-term user-oriented taste and quality of the tasting habits, users of the red wine brand itself is not too concerned, but more attention to where to buy more suitable for their own taste of the high cost of wine, so, in the import of wine industry chain, As a link between users and brands to bridge the channel business can have a greater say, play a larger space.


　　


In addition, blindly into unfamiliar areas to increase the category, although to meet the diverse needs of users, but the increase in the new category, and can not enhance the competitiveness of the company, but it may drag the existing business, reduce profitability. The logic of Luide is simple: in the new category, the company's competitiveness can not be significantly higher than the existing competitors, also can not improve operational efficiency, the end may lead to more and more categories, the scale may be more and more, but the level of profitability is getting lower, and in the human, financial and material resources of the large background, The original core business may reduce the competitive advantage because of insufficient investment. Instead, focus on how to further tap the potential of imported wine market, strengthen the supply chain system, improve the threshold of competition. Luide said, "as a vertical electric business, only to do enough specialization and irreplaceable, to survive, there is the possibility of profitability." ”


　　


Luide to make adherence to the import of red wine market Another big background is: in the "Three public consumption" impact, the domestic wine market continued to decline in the background, the domestic import wine market is still a fluttering red. Data from the Chinese customs show: In the past two years, the annual expansion of imported wines as high as 50%-60%, so far, imported wine in the Chinese wine market has accounted for about 30% of the share, the Chinese market has become the world's sixth largest wine consumption market.


　　


Bordeaux International Wine and Spirits Fair (VINEXPO) The latest report shows that online channels are gradually becoming mainstream, about 27% of Chinese consumers have bought wine online. Vinexpo expects the proportion to rise to 47% by 2020.


　　


is precisely because of the great potential of the wine market, Jing-dong, day cat on the wine merchants are more and more, at the same time, Jingdong opened the platform very early. It also makes Luide particularly aware of lower sales in other platforms in the first half of the year, while facing more brutal competition. "At present, not only on the line to do the vertical electric wine on the east, the cat opened the shop, the traditional line of wine merchants also poured into the line, the market competition is completely to the white-hot stage, and in Beijing East, the cat's insider rankings, we all moments." Luide bluntly.


　　


Now, Jingdong wine business has already thousand, also does not include its own product line, and Jingdong because in the resource sales will be more inclined to their own production and marketing, which let Luide soon realized that can not transition dependent on jingdong, cat or other distribution platform. Wine in the United States as the first wine dealers into the Beijing-East open platform merchants, he once wanted to think through these platforms to open up the market, expand Sales, and later found that this model is simply not go through. "There is no free lunch, at present we focus on the wine network itself in the channel development." "Luide said.


　　


in fact, for these wine dealers, the Beijing-east, cat and other platforms are more to help them to do the popularization of wine and exchange process, while helping to open the new user market, after all, large platform of electricity flow more, and cover more people, can attract more primary customers. Whether it is the wine network or also buy wine, currently on other platforms sales far less than its official website sales. One of the wine network sales accounted for about 70%, the other platform sales accounted for 30%, but also buy wine in its official website sales accounted for 90%, the other platform sales accounted for 10%.


　　


Shang also admits, at present the company puts in Jingdong, the day cat sells the red wine product basically is the price does not exceed 100 yuan the low-end product, he image of the Beijing-east, such as the Sky Cat Platform for sales of wine compared to supermarket "goods" to the main price, and the franchise liquor dealer website more or store sales service and quality.


　　


Differentiated Route


　　


facing the competitive environment, the major vertical electric dealers in the search for their own development of differentiated routes. For example, the wine American net opened its O2O strategy last September, vigorously develops the offline system, plans to open in 3 years in the Nationwide 500 wine American Life Line experience shop. Siocho, vice president of the distribution business, said that with the help of these online experience centers across the country, the United States network allows local users to have a fixed experience venue to participate in the wine tasting, which will be normalized at a time when the place is not specially fixed. In addition, the local experience center is also carrying maintenance of the local wine network of existing users, the development of local potential users of the function, truly due to the appropriate, better meet the personalized needs of local users.


　　


Future wine U.S. network positioning is to line the next one, official website and distribution, forming a powerful channel matrix. Of course, this model does not rule out the future once you can get through the line under the platform, wine and the United States is not just to earn profit by earning the difference, but will be around the red wine to extend some new profit model, resulting in more value-added services.


　　


But there are experts who are questioning this differentiated development model. For example, is there a problem of hand-handedness? And the cost of the offline shop is not low, so is it a right choice to develop the two or three-line market? After all, open shop is another business, this route has also been well-known network brand clothing business Mai Lin walked the same road, at present, can see the situation is not good business, and the use of this game to the United States can get market recognition, is still difficult to conclude, but Luide confident that the end of the year will be achieved not less than tens of millions of net profit.


　　


at the same time, the next wine the United States will have a new network positioning, the difference is to do the route is to do fine, professional, and wine-American people. Make a fine wine, that is, to ensure that every price of the wine to consumers is a good wine, that is to say, the future of other wine-type electric platform may be sold in tens of thousands of species of red wine, wine, the United States from these red wine selection of 1000 categories, first to help users do screening. While the professional refers to all the services, the wine of the United States, that is, through the user's recommendation between the people to expand Word-of-mouth marketing, the talent can be their own drinking wine recommended to new users. This pattern naturally slows growth. "But we must achieve a balance between the scale and quality, in order to ensure a certain increase in the premise of the product of Word-of-mouth, the user's experience to do more important." ”


　　


relative to the positioning of the liquor platform also buy wine and Jiuxian network, the wine United States is similar to the Jing-dong, when, excellent platform route, this differentiated market route will naturally bring different competitive strategies. Shang said, also buy wine is still more focus on how to better serve the old customer groups, and constantly optimize products, meticulous management. Now, what he fears most is that at present, the EU anti-dumping tax rate incident will lead to the import of red wine tariffs, which will directly affect the price of its products, and domestic users of high sensitivity to the price, he has been early warning preparation, improve the company's ability to resist risks in order to adjust the product structure in a timely manner.


　　


In the interview process, can get the consensus is: for most wine dealers, to retain existing old members, better for these customers to provide more quality services, far more than blindly expand, the development of new members is more important. As Luide said: "We are not faced with the growth of scale, but how to survive the problem, if in this case also continue to expand the platform, expand the category, nature is to the foot in the foot." ”


　　


(wine electric business life is difficult: differential survival)