Liquor Electric dealer who moved the cheese, Duanliang really can force "Jiuxian net" people?

March 30 News, the electric business is the traditional industry to carry out an unprecedented transformation, but due to the particularity of some industries, it is difficult to carry out the transformation of electricity and even the trend of regression. Next, the Iron elder brother will continue to some of the industry in-depth analysis, the first article Ticocian talk about the liquor industry in the transformation of the electric business.

 


last week Maotai chairman Shengen Foreign interview said Maotai Group has completely ended the cooperation with the Jiuxian network, and said to build their own business. The short honeymoon period of Maotai and Jiuxian network can almost be used as a typical case of traditional industry and Internet game, July 2013 Maotai and Jiuxian Network announced strategic cooperation, as the real liquor industry, Maotai Honorary chairman Keliang attended and issued a passionate declaration of cooperation, But the same year double 12 maotai to Jiuxian net violation of the low price for the ticket, six months less than the two sides to declare the substantive end of the cooperation. In this, Tico to Maotai as a sample simple analysis of the liquor industry in the transformation of the various problems.


 


Liquor dealer who moved the cheese


 


In addition to Maotai, Lang Wine and other brands have launched a Jiuxian network of the ban, the reasons for the foreign statement is very simple damage to the liquor price system. But Tico thinks the main reason is the cheese of countless stakeholders.


 


, the cheese


 


Liquor Industry Sales is an extremely traditional field, for many years wine enterprises, especially the first line of the brand most of the marketing means, that is, through high-quality hotel terminals and core consumers to develop more sales terminals and consumer groups to control the hotel and other terminal sales channels for the purpose of marketing methods, Wine Enterprise Headquarters and local distributors together to put the sales channels firmly in their own hands. And the rise of the electric business industry is undoubtedly opened the liquor sales of another export, and the channel is the liquor companies can not control, had to choose to ban.


 


Besides, Iron elder brother does not agree with electricity business to destroy liquor enterprise price system, because the liquor industry's price system is far from its own advertised so controllable, offline dealer's price is often outside the control of liquor enterprises. As a traditional liquor-making industry with wharf, Liquor enterprises as a leader is completely uncontrollable to some channels, this is the most worried enterprise.


 


Second, move the dealer's cheese


 

The relationship between
liquor companies and distributors has always been Manshui, liquor companies rely on dealers in various places of influence occupy the market, and dealers in the agency's line of liquor business in the pot full, especially in the 2006 before and after the fine wine, Maotai plant a permission can be worth an Audi car.


 


dealers In addition to take care of liquor once the most important party and government customers, but also direct retail-related business, and these years with business banquets of the depression, most distributors are adjusting sales strategy, from the price and marketing means to the general consumer.


 


and once the liquor electric trader is reformed thoroughly, the ordinary consumer certainly wants to divert out from the dealer's hand, this is obviously not the dealer wants to see.


 


Duanliang really force the Jiuxian net?


 


Maotai and other first-line liquor on the Jiuxian network to stop cooperation, the influence of liquor dealers in the following two points: first, liquor dealers will not be able to get the brand official authorization, it is bound to affect its brand, especially high-end liquor of the true and false problem; second, the wine enterprises will not be the official Jiuxian net supply, that the Duanliang.


 


but at present see Jiuxian net and so on liquor electric dealer appears not to be affected by Duanliang, supply display is still very full, in addition to less promotional nodes occasionally supply tension. And no wine enterprises official wine, liquor dealers mainly from the dealer.


 


Although dealers are not too willing to liquor, but the current sales of liquor industry is not the fact that the dealer to ensure cash flow and clear inventory had to choose to supply to the electric business platform. Last year Maotai internal issued a dispatch to prohibit dealers to supply the platform, but apparently in vain. In other words, the liquor-maker website is a vested interest in the current depression in the liquor industry.


 


Current liquor industry lower dealers in the experience of labor pains, but with the liquor industry adjustment of the complete end, in the production capacity and sales have been frankly accepted and adapt to the current status of liquor industry, the distributor without clear inventory pressure, the electric business platform can also get how much goods are worth considering.


 


If this analysis, liquor electric business real crisis just after the labor pains in the liquor industry.


 


Wine Enterprise do electric business really reliable?


 


Maotai announced with the Jiuxian Network formally concluded cooperation, the electric business front shrink to their complete controllable range, only to recognize Jingdong, CAT, ICBC Electric and Maotai Mall online sales channels. Maotai this not only can guarantee the price of the channel can be controlled, but also to fall a reputation with the times, is stone. But for the electric business itself, Tico thinks Maotai is quite unreliable.


 


first, the starting point of Maotai do not revenue in the image


 


due to the company's image of the times, but also fear of traditional sales methods under the vested interests make Maotai can not really break all the framework of the drastic to carry out the transformation of the electric business. All this can only be superficial.


 


Maotai to appease the line of sales channel fragile heart, the introduction of the electric business version of the 53 flying wine, the days of the cat price incredibly high in 1159 yuan, and offline 53 flying also under 900 yuan. The intention is obvious, the electrical business is not for shipping only for the brand. The point of departure is not big.


 


second, the traditional liquor enterprises have no electric quotient gene


 


Maotai last year announced the investment of 40 million to set up a business, in fact, has already invested a great effort to build Maotai mall but always have no influence.


 


Tico that the traditional enterprises do not have a way out of the independent electric business platform This is basically already recognized by the industry, and Maotai is still bucking the trend in order to think that money can solve all problems, in addition to prove that Maotai is tyrants beyond the meaning of nothing. Maotai has been accustomed to the traditional mode of sales for many years, even if it is to invest money to do electricity, it will be the traditional online replication, it is difficult to truly realize the electronic business.


 


Finally, Maotai traditional sales model is still strong


 


traditional industry in the traditional mode of marketing, if you want to change, the best catalyst is the traditional mode is blocked or even go out, so as to push enterprises to reform. And Maotai obviously not yet.


 


2014, Maotai Group sales revenue growth of 1.25%, although slow but also growth, the traditional channel contribution is still very large, internal to the traditional more dependent on the less power to develop the market is still in the training stage of the electric quotient.


 


through the above content is not difficult to see, in fact, the traditional industry in the river, more and more rely on the relationship chain sales of the industry, its electricity market transformation of the resistance is greater, the more vulnerable to the vested interests, especially the vested interests of the obstacles, and liquor industry is undoubtedly its typical representative. But iron brother is still optimistic that with the penetration of electricity and the user's complete online, when the industry has a turning point in the days when it is difficult to be followed, the electronic business will still come.