Short-term liquor dealers will not bring a big impact on the wine industry

Source: Internet
Author: User
Keywords Alcoholic electronics electronic commerce influence

"I waited for this crisis for two years, originally wanted to borrow this crisis rapid rise, did not think with the progress of science and technology, the development of logistics industry, the electricity quotient appeared!" In the next few years, wine dealers will be the wine chain development model impact. But I predict that non-winery as the main operation of the integrated electrical business sooner or later to disappear. Because with the development of E-commerce, and logistics, especially the wine manufacturers may be online through the combination of the way directly and consumers docking. By then, the dealer's survival may depend on its own product brand and commercial brand. "The above passage comes from a large wine chain, although he has his own judgment on the future of wine dealers, but it can be seen that the big business is still hesitant about new areas such as the unfamiliar e-commerce." In this respect, we made a special interview with Internet marketing experts, the founder of the fanatical marketing agency, Mr. Chi.

"Liquor dealers are just supplementary channels"

"Wine industry president's Reference": combined with the development trend of e-commerce and wine industry characteristics, the teacher will be how to evaluate the large business of the pre-award?

Country of Origin: I think the wine merchant is overblown. Do not say that affect the wine chain mode, for the entire wine industry, all types of alcoholic electricity dealers will not have much impact. First of all, wine is a very special commodity, it has a strong brand strength, but also has regional characteristics, such products in the electricity business Channel development itself is more difficult; second, if the wine merchants to launch the electricity quotient, to tell the truth, E-commerce is the rich people's game, the wine merchant's strength is afraid to play not turn. If it is a liquor enterprise initiated by the electricity business, there is also a problem, the wine industry is a strong network with a very traditional industry, offline sales itself is very mature, online development will really get the attention of enterprises? The company will be a little bit of a small cake for the electric dealer channel to influence the huge sales plate under the line? I don't think so. As a matter of fact, all the E-commerce platforms currently being launched by the liquor companies are slogans, and in fact they do not act very well. Finally, the success of E-commerce platform, the key is to see whether the platform consumer recognition. The wine industry There is a problem about consumers, E-commerce platform's main audience is the generation, the young consumers, they are not liquor (I understand you interviewed mainly liquor industry) of the mainstream consumer groups. With the development of time, the dual consumers of liquor-electronic commerce will be less. From the above three points, I predict that liquor dealers will not have much impact on the wine industry, the next 5-10 years, if there is no new technology or model of the birth, it will only be a supplementary channel.

"Wine Industry President Reference": But like Jingdong Mall or Dangdang such an e-commerce platform? The platform is built by non alcoholic liquor companies, but there are many liquor merchants on this platform to sell liquor. Recently a wave of wine prices, is starting from Jingdong Mall, the network has undoubtedly accelerated the transparency of the liquor price, maybe this factor is the wine merchant really worried?

Zhi Country: Jingdong Mall such a platform, although the wine merchant on the platform on the low price selling, but on the one hand the amount is very small, on the other hand this price is actually tolerated, so the impact on the industry must also be controllable. As I said before, the wine company will not destroy its big market for the little cake of the Internet. (Some people judge, the wine electric dealer already replaced Ultra to become the wine profession new price benchmark, this may impel the wine industry to further move toward the meager profit age? Wine industry is not towards the era of meager profit, E-commerce is not a key factor. I am not particularly familiar with the wine industry, but you said that the wine industry may be towards the era of meager profit, I think this is the trend of economic development, but also the inevitable trend of industry development. The judgment about the downturn in economic trends is a consensus, not to mention it. I would like to emphasize that this point, the real strength of the enterprise will not care about the electric dealer's cake. We use Maotai for example, Maotai now has its own E-commerce platform, we assume that a few years later, its E-commerce platform mature, estimated it is only a few billion sales. But what is the number of billions of sales compared to the billions of dollars sold online? It can be imagined that if the online price affects the offline sales, the enterprise is sure to take action. So, now Jingdong Mall or Jiuxian net, this so-called price benchmarking is not significant, because this price is tolerated by enterprises, is the economic environment and the joint role of the industry environment.

Two models of the possible success of liquor dealers

"Wine industry president's Reference": The big business believes that the development of wine dealers may have a negative impact on the wine chain model, but we have seen such cases, a wine merchant has a wine chain stores, there are also network sales platform. Such as Sichuan's 1919, Shanghai's 9519. It seems that there is no natural contradiction between liquor dealers and liquor chains.

Country of Origin: the big business said the wine electric dealer and 1919 and 9519 of the electric business platform is different. As you said, the big business concern is the kind of in Jingdong Mall and Dangdang selling wine merchants, their prices may directly affect the bottom of the traditional wine business profitability.

I would like to say a few more words about the mode of working together on line 1919 and 9519. I think the liquor industry to do regional promotion platform success rate is higher. Because the liquor itself has the characteristics of regional consumption, and then to do the regional promotion platform, in the promotion of costs, logistics issues on the enterprise is less difficult to say. 1919 and 9519 are such a regional, it is easier to play a pattern.

"Wine industry president of the reference": The big business even predicted that the integrated electric business will disappear sooner or later. And that with the development of E-commerce, and logistics, manufacturers will directly and consumers docking. At that time, the survival of the distributor may depend on its own product brand and commercial brand?

Country of origin: above we actually talked about four kinds of electronic commerce, in addition to the liquor enterprise own operation of E-commerce, other can be called Integrated class E-commerce platform. I personally think that the integrated E-commerce platform is absolutely not going to disappear, because this is the need for capital operation, but also the most popular model of China's electricity business. Why do you say that? Because of the rise of electricity quotient, drive a large number of capital operation company, stare at tight electronic commerce. At the same time, e-commerce is also an important guideline for government work, and the energy and capacity of platform-type electric power can meet the requirement of capital company or government.

and Maotai Online mall, belong to their own brand of electric business. This one will not disappear, as the big business said, the wine companies may even directly docking consumers through the network. However, I do not agree that, I think the wine enterprises to enlarge the electronic commerce plate, also inseparable from the role of distributors, because China's electricity supply chain is very incomplete. The role of distributors in the entire wine industry is indispensable, especially for some good big business, even for the wine business is the same. I even think that the success of liquor dealers may also have a pattern, that is, wine companies and wine merchants of the joint cooperation, the first set up a logistics platform, in the logistics platform built on the basis, and then to do E-commerce platform, let line under the common development. Only, this mode of operation is not small, the main test is the implementation of the cooperation of manufacturers, logistics and service issues.

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