Jiuxian Network to start "small group purchase" mainstream electric business deep line marketing

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Offline marketing has always been a weak part of the electrical business. In order to make up for this deficiency, the domestic mainstream electric power companies have started offline marketing

Newspaper reporter Xia

When most of the electric dealers still immersed in the price war for the right to speak, liquor dealers have done a duck in the wind, and began to line up the business to get through to start a new marketing model.

Recently, China's largest alcohol e-commerce company-Jiuxian Network in Taiyuan, Shanxi, held a "Jiuxian network (Shanxi) personal agent Reception", officially launched in Shanxi Province, "personal agent small group buy" offline marketing model.

Integration Line Down Resources

It is understood that this August, Jiuxian first in Beijing to launch a "personal agent small group purchase" model, and then copied to Shanghai, Guangzhou and other network to buy more people with higher coverage of the city.

The so-called "personal agent small group purchase", is the use of personal agents 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 network to form group buying behavior. And the Jiuxian NET also will monthly according to individual agent account of order Performance Settlement Commission.

According to Jiuxian network personnel revealed that the Jiuxian network in addition to the general network of all products are involved in "individual agent small group purchase" program, but also for personal agents to provide a comprehensive supporting support, such as market resources, media promotion, and alcohol professional knowledge training.

Li Bin, Vice president of Jiuxian Network, told the securities Daily that the company has now launched "Individual small group purchase" offline marketing plan, hope that through the implementation of the plan to strengthen the Jiuxian network marketing business capabilities, and further accelerate in the national province, prefecture-level, county market and other terrestrial community distribution channels, To accumulate the necessary implementation experience for the national expansion of Jiuxian Network channel.

For "Personal agent small group purchase" mode, Jiuxian Network chairman Shang also placed high hopes. Shang said that the company launched the "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.

"Traditional wine channel group buy dealers and Jiuxian network of ' personal agent small group buy ' mode contrast, although are group buying, but there are some essential differences," industry senior marketing expert iron to reporters.

In iron's view, the traditional group buys the dealer to face the guest group, more is the government department and the enterprises and institutions mainly, and the Jiuxian net "individual agent buys" is through the personal agent's network resources, the Integration Enterprise group, the individual consumer group and so on resources, causes it to gather in the personal agent name carries on the purchase Jiuxian Network of individual agent group buying mode, to its brand national has a certain role in promoting.

"Small group" to help the company's performance

It is understood that the general group buy dealers often have their own physical stores, such as smoke hotels, wine chain, etc., and Jiuxian network of personal agents is based on the Jiuxian network. As far as business risk is concerned, the latter will be lower in the eyes of the industry.

In fact, offline marketing has always been a weak part of the electrical business. In order to make up for this deficiency, the domestic mainstream electric companies have started offline marketing. At present, in addition to suning easy to buy, Gome online shopping mall has a flagship store offline entity, Taobao also last year in some two or three-line cities vigorously develop offline purchasing shop. It can be said that China's electrical business acceleration line and offline integration is the trend of development.

An E-COMMERCE industry observer told our correspondent, how to integrate online and offline marketing resources is also a major issue. and Jiuxian network under the line marketing model-"personal agent small group purchase", for other electric dealers have a certain learning and reference significance, but its final effect, remains to be seen.

According to the disclosure, Jiuxian Network "Individual agent small group purchase" mode although the operation of the time is not long, but has achieved initial results, and exceeded expectations. "Believe in the future, ' personal agent small group buy ' mode will further provide a good boost to the company's performance growth." Shang said.