Jiuxian Why do O2O wine come soon?

June 9, Jiuxian network under the O2O products "wine fast to" officially online, in Beijing, Shanghai, Guangzhou, Hangzhou and other 11 cities for trial operation. It is understood that "wine is coming" will be updated around June 16, to increase the user evaluation function.

This is the vertical electric quotient Jiuxian net from the merchant to O2O an attempt. However, in March, Friends of the Jiuxian network of "Liquor-obsessed Bureau", pointed out that Jiuxian network in the liquor vertical brand encountered a dilemma, upstream "Mao Five Swords" brand wine merchant "Solo", Jiuxian network relies on high-end brand to bring the industry status and how the operation of the business will continue.

In addition, according to industry insiders pointed out that Jiuxian net own web site sales generally, its sales highly dependent on the day Cat Mall, Jingdong Mall. This is also a headache for the Jiuxian network, which is trying to develop independently.

In the premise of the internal problem has not been solved, why should the Jiuxian net layout industry chain long, the profit prospect is uncertain O2O product "wine is coming"?

Liquor play does not turn to vertical electric quotient "axes"

Throughout the domestic vertical electric business, is really "the moon curved Kyushu, several families happy several worries." ”

Special Clothing Special sale of the only product will be "bleeding listing", so far the stock price has turned dozens of times times, become the first "demon stock", but also listed Dangdang is struggling to transform and whether in the retreat between the city "wandering." The recent listing of the beauty of the special sale site Poly-Mei Excellent products Although the price is fair, but its doubts about fakes so that it has been unable to get rid of the risk of being "short".

Jiuxian Network recruitment information on the key annotation, here you have the opportunity to ring bell, visible listing is its important goal. According to public information, Jiuxian Network has now had 5 rounds of financing, a total of 650 million yuan, capital is not a small pressure.

Industry personage pointed out, the development of the vertical electric business mostly relies on "axes", special sale, activity, dash scale. In fact, this play and commercial real estate play the same. First, with preferential policies to attract front-line brands to settle in, accumulate popularity, and then charge a high commission for two or three line brands. E-commerce is the first through the special sale, activities gathered popularity, and then through the drive two or three line brand or even own products to make money, Chong sales scale.

Jiuxian Network This is the same play, Low-cost special high-end brand liquor, Chong turnover, attract popularity. Then through these popularity led two or three line liquor brand products sales. In addition, Jiuxian network also participate in creating liquor Internet brand "drifting bottle" for sale.

However, from the vertical electrical commodity characteristics, in recent years, the major apparel brand inventory of "tail goods" is enough to sell the goods, however, the same discount for the model of the Poly-Mei excellent products are slow to eliminate its "fake" doubts, because its sales of beauty products can not have so many "low price explosion", Can not get the endorsement of the brand Poly beauty Excellent products can never be self proof innocence. Dangdang's rich book category can not adapt to such a play, but it is the same in other categories such operations, such as its also in the attempt to "the tail of the collection" Special selling mode.

Liquor category is very special, its growth with the year not only will not depreciate, but also value-added. Moreover, the price of the brand liquor is highly transparent, so the electrical business is best at the "price war" in the liquor industry is really not good to play.

Compared with the traditional sales channels, the number of electric dealers can not account for the procurement advantage, and "price war" will directly affect the brand liquor under the line of sales system, by the joint boycott. This March, Maotai, Lang Wine Joint announced boycott Jiuxian NET, 1919 Net is a vivid example.

In addition, in addition to the first-line brand, two or three lines of white liquor brand has a distinctive local characteristics, many local brands of liquor is not suitable for national electric dealers. Even if forced to line, also may not have good sales.

Jiuxian network of "internal and internal"

According to people familiar with the matter, the business model of Jiuxian is not the whole of the network, Jiuxian network's largest revenue from the operating operations. That is to help brand wine enterprises operating its day Cat Mall, Jingdong Mall flagship store, which Wu Liang Ye's Day cat flagship store is also by the Jiuxian network agent.

Jiuxian Network on behalf of the operation of the service price is not expensive, insiders claimed that the Jiuxian network provides three brand marketing program, the price is 2.98 million yuan, 1.98 million yuan, 980,000 yuan. For the marketing cost of the wine companies, the first two price is the main sales, the lowest price almost no one.

According to the information obtained by friends, as of the end of 2013, Jiuxian network operation of the flagship store for 177. According to the most conservative algorithm, this business also brought Jiuxian net more than 200 million yuan income.

A traditional marketing vice president pointed out that for the annual investment of tens of millions of yuan or even billion yuan marketing costs of the brand liquor companies, millions of of the market is indeed not much cost. But Jiuxian network on the one hand do independent sales platform, on the other hand on behalf of the Operation Business. Feel Jiuxian network in overdraft traditional wine brand achievements themselves.

According to the old friend of the Cat Mall in the first quarter of sales data show, Jiuxian Net day cat flagship store liquor sales for the first liquor category, and has accounted for one-third of the whole Taobao net. But its agent operating many brand flagship store sales but mediocre.

The person at the same time disclosed that the brand wine Enterprises Wu Ye, Hengshui old vain has been actively looking for other TP generation operators. And with the brand wine enterprise consciousness gradually awakening, from the construction of the electrical business team or find a professional on behalf of the operating team should become mainstream.

The business has been weakened by the category restrictions. Listed under the pressure of the Jiuxian network, really need to think good how to tell the story of capital. The story of the generation running the business that let it earn is really not beautiful enough.

and its main business and Jingdong similar to the east, the need for continuous investment, the volume of transactions, expand scale, precipitation users. More deadly is, as an independent platform of the Jiuxian network has not grown, but highly dependent on the day Cat Mall, Jingdong Mall.

Summary, its own platform flow is not enough, high-end brand wine Enterprise "Solo", the third party on behalf of the operating business gradually decline. For a company that tries to make it to the public by rushing to the market, these problems do have enough headaches.

Is O2O a good story or a good business?

The March Jiuxian Network announced the release of the O2O product "wine Fast" news, until June only released a simple feature of the app product. Its 9-minute outward announcement was sent closer to a gimmick, the complete explanation being "the fastest 9 minutes can be served." "

According to the actual experience, wine quickly to this product similar to tick-tock taxi, according to the LBS technology to the surrounding sales of wine merchants have been integrated, if the user needs to buy liquor products, can be purchased in the mobile phone, the merchant will send a person to deliver the product.

It is noteworthy that Jiuxian network of wine quickly to the product form is to do the platform, merchants through the merchant side to add products to the wine quickly to the product. If there is a dispute between the merchant and the user, the Jiuxian network will act as an independent third party without joint and several liability. This is typical of the pop platform, not the previous mode.

This means that even if consumers buy fake wines on this platform. Then the Jiuxian network will not assume joint and several liability. At the same time, Jiuxian network currently has no logistics layout, delivery time depends entirely on the merchant end. So there was "the fastest 9 minutes" argument.

It is understood that there is not a mobile end of the domestic product development scale. At present, Alibaba, Tencent are competing for the layout of mobile end of the electrical business portal. And in the Life service O2O domain user achieves 130 million the public comment also has not obtained from the O2O how big profit.

E-Commerce Research Center Director Lei pointed out that mobile electric business is a heavy mode, involving the mobile end experience, logistics, supply chain and other related work needs industry linkage, and slowly improve. It can't happen overnight.

From this point of view, the wine fast to such lightweight products basically stay in the "storytelling" level, far from the business dimension. Just look at the story. The capital market is willing to accept.