Jiuxian Network: Competing mode to sing the drama

Alcohol E-commerce company Jiuxian Network in Shanxi started "personal agent small group buy" offline marketing model. This is the Jiuxian network to start "Personal agent small group buy" 4th area. This August, Jiuxian first launched this model in Beijing, and then copied it to Shanghai, Guangzhou and other cities to buy more people with higher coverage.

"Personal agent small group purchase" with the help of personal agent of the relevant resources to attract more target people to buy Jiuxian network of wine products, and ultimately in the name of personal agent in the Jiuxian net formation of group buying behavior. How to integrate online and offline marketing resources is a major issue for the electrical business. According to the disclosure, Jiuxian Network "Individual agent small group purchase" mode has achieved initial results. This model also provides a good boost to the performance growth of the wine electric dealers.

Shang, chairman of Jiuxian Network, said that the company launched "Personal agent small group purchase" mode, is to integrate online, offline marketing resources to expand the Jiuxian network and its alcoholic products in the national market coverage and share.

"Competing" mode to pry the capital market

This September, the electric business Big Brothers "price war" just ended, Jiuxian net but announced, the C round financing has been completed, the financing amount is 200 million yuan. This is the 2011 after two rounds of financing, Jiuxian network once again won the favor of the capital market.

"With the first two rounds of financing is different, Jiuxian network increasingly perfect" competing "mode, in this round of financing to pry the new fulcrum of capital market. Shang to reporters.

According to Shang, Jiuxian net this round of financial resources will be used for the local warehouse construction, improve logistics quality, self-built distribution team and so on, in order to further strengthen the company in the wine sales service industry leader position.

"Jiuxian Network is a very excellent, robust e-commerce companies in the product supply chain, talent reserves, management and many other aspects, are obvious advantages, especially the increasingly perfect" competing "mode, but also lead the industry development trend, will become the Jiuxian network to achieve sustainable development of the enormous impetus. "Hua Xing Capital CEO Baofan said.

Since entering the 2012, the Electric Business boom index has been seriously reduced, and even some people exclaim "cold winter attack." In particular, from the beginning of the second quarter, but also the cold pressing, the electricity business sector investment and financing rate decreased by 71.3% in the same period last year, a staggering decline.

Industry insiders said that in such a depressed industry background, Jiuxian Network can achieve the desired goals, the successful completion of the C-round financing plan, it is particularly difficult.

According to the disclosure, Jiuxian network This financing by Beijing-Yan Capital Management Center (hereinafter referred to as "Wo Yan Capital") and other funds joint investment, Huaxing Capital for the exclusive financial advisor.

Baofan that the current price war is the most impressive pronoun of China's electric power, and Jiuxian network to create a "competing" model will be the company's sustainable development of a huge impetus.

According to the analysis, the so-called "competing" mode, its core is to find manufacturers, traditional agents and electric business between the interests of the balance point, the specific operation contains two points. First, to deal with the traditional channels, the relationship between wine enterprises. Shang told reporters that since its inception, Jiuxian Network has invested tremendous energy in the development of the supply chain, designed a new mode of cooperation, "Wine network strategic Partners", both competition, and more cooperation, thus a package to solve a number of controversial issues, and the domestic nearly hundred well-known wineries signed a strategic agreement, To the highest level of dealer's price directly from the winery purchase, reduce product flow level, compression costs.

Second, actively launch the "marriage" with the platform electric Quotient. "At present, Jiuxian Network has been with Bowser, Beijing-east, Cat, Suning easy to buy, when, 1th shop, Tencent QQ Mall, such as more than 10 platform-type electric dealers to achieve" marriage ", stationed or exclusive operation of these platform-type electric Dealer's wine channel, and constantly expand sales channels. "Shang said.

Baofan that the future E-commerce industry will continue to play a pattern of the "drama", the competition between the dealers will continue, and competition is bound to bring the integration of the industry, a variety of competing drama will continue to play.

2 billion sales target

Before obtaining financing, the sales figures published by the Jiuxian Network, the first wine-electric dealer, have been questioned by the industry.

Shang told reporters that this year's sales target to achieve 2 billion yuan, pressure is very big. But he still says there is a 70%-80% chance of achieving that goal.

Once in Shanxi province has done a traditional dealer Shang and Jiuxian network is nearly two years wine electric dealer killed a dark horse, the use of the largest weight, is to obtain a number of well-known brands such as Maotai (600519, shares bar), Wuliangye (000858, shares bar) the right to act. Maotai, Wu Liang Ye is very special commodity, with a private equity person said: "You as long as the ex-factory to get Maotai and Wuliangye, you can make money, whether in the physical shop or online sales." ”

There are evaluations that Shang is using the traditional wine dealers resources, with the first two years of electrical business "to sales as the key" logic, supplemented by liquor brands aloft high Dozen, in the field of electric business attack pool grazing. Whether the last Jiuxian net sales this year to be able to rush to 2 billion, but at present, its wine electric dealer sales boss position still sits securely.

According to Analysys International statistics, China's 2011 wine business transaction size of 1.8 billion yuan, is expected to reach 3.7 billion yuan this year. 2011 China's offline liquor retail market has broken through 300 billion, online channels only 1% of the busy.

This statistic of Analysys seems somewhat conservative. According to the China Wine Industry Association Liquor chapter published data, 2011 liquor industry completed sales revenue of about 375 billion yuan. This statistic is the ex-factory price, liquor retail market is much higher than the ex-factory prices, 375 billion yuan price corresponding to the retail prices, for 500 billion or 600 billion yuan.

It is understood that the current domestic liquor sales still accounted for more than 70% of the wine.

In a comprehensive sense, Chinese liquor in 2012, but only billions of yuan scale, has not yet entered the tens of billions of dollars club. If the Jiuxian net sales to 2 billion yuan, its market size will be far more than the total market of 20%.

However, for the real sales of Jiuxian network, there are still people in the industry think that there is water. Shang has said that the Jiuxian net customer price is 700 yuan. and wine electricity dealer, customer unit price often not more than 300 yuan.

The difference between the customer unit price, is because the main liquor Jiuxian net has Maotai, Wu Liang ye such unit price more than thousand yuan of high-grade wine. But Shang do not think so, "Maotai and Wuliangye accounted for only 10% of the company's sales, which is the reason for the red wine site and liquor site of the target population differences. Shang told reporters, Jiuxian Network's main customers are business and government needs, he said: "Chinese high-end liquor, 90% is the demand for business affairs." ”

Let the sales team compete with each other

To fight 2 billion sales, Shang is really under pressure. September 12, Jiuxian Network sales department above middle-level people, all to be located in Beijing East four ring headquarters warehouse open swearing, the warehouse is playing banner, the book "80 Days, decisive battle 2012, swearing".

It is understood that the warehouse covers an area of 15,000 square meters, which has 3 large plant, two of them were in stock, piled high on the shelves, full of wine on the shelves, piled like mountains, one inventory of the whole box of wine, the other stacked with bulk liquor, and a factory where workers were packing.

Unlike general warehouses, there is a brand of brand-new Mercedes. On the 12th swearing, Shang announced, who is this year's sales champion, this Mercedes to WHO.

These teams, is Jiuxian NET, Jiuxian net in Dangdang, Jingdong, cat, easy to buy platform sales team. There are other wine electric dealers, there will be sales team, responsible for the Jingdong, cat these platforms on the shelves of goods, and contacts with potential customers.

Shang says sales on these platforms account for 40% of total company sales. Jiuxian Network and these sales platform will be divided into cooperation.

Jiuxian network to let its sales team competition, Rob Sales champion practice, more like the traditional dealer's play Shang originally is the traditional dealer origin, it can get more than the agent of liquor, and the "Sales as the key" approach, is the first two years when the peak of the industry bubble, the electricity quotient gets when the general behavior.

Jiuxian extensive expansion of the network, and not only reflected in the sales, also reflected in the advertising, its ads all over Baidu, other network channels, print media and CCTV.

Shang introduced, he got Maotai, Wuliangye, State cellar 1573, fen, Lang Liquor and other well-known brands of a proxy, that is, the ex-factory can take goods, gross margin of 15%-20%, logistics cost control within 10%. But because of its wantonly advertise, so Jiuxian net is not yet profitable.

For Jiuxian net when the issue of profit, Shang unwilling to talk more, only said: "Profit in the near future." ”

A private equity partner who approached the Jiuxian network this year said to the media: "The price of the Jiuxian network is too high." And many of his customers buy wine is gifts, not their own drink, so I am more worried about the next few years when the macroeconomic is not ideal, Jiuxian net will do? ”