The wine electricity trader gradually becomes the climate

Since August 2006, the first domestic tobacco and alcohol e-commerce consumer website officially online, to now include a good wine network, such as the comprehensive Wine business website, as well as Maotai (600519, shares bar), Wuliangye (000858, shares bar), such as the establishment of the company's corporate consumer website, various forms of liquor dealers have come out. In addition, the use of well-known e-commerce sites to promote the use of Consumer-to-consumer form of E-commerce platform for sales, as well as participate in group buying and other ways to enrich the wine "net" form.

A number of alcoholic electric dealers this year "double 11" sales performance is very gratifying. Jiuxian net of the day's sales that breakthrough 60 million yuan, and another line of alcohol Shang Wine Network also revealed that the day sales of more than 12 million yuan, ranked as the day Cat liquor franchise stores the highest monthly sales.

The development of alcoholic electric business

With the economic development and lifestyle changes, liquor products through the traditional mode of distribution agents to market sales have encountered bottlenecks, more and more wine manufacturers eager to open up new marketing channels. Liquor dealers in this context, in the past few years has been rapid development, and the holiday as a key to its marketing breakthrough.

But for wine dealers, it seems that more patience is needed to nurture the market. Also buy wine CEO Liu to the "International business newspaper" Reporter said that the current wine dealers are still in the initial stage, because consumers have not formed the inherent consumption habits, combined with wine in the shopping experience has its own advantages, I believe there is a lot of room for development.

"Two years ago, the capital market and the big environment of the electric business is somewhat impetuous, but also buy the gross profit margin of the wine is very good, the profit should not be difficult." This year, the entire capital market does not have much capital flow, but I think whether the success of liquor dealers is not to see who has more money, but to see whether the core competencies are constantly strengthening, including product line, cost, category, customer experience and so on whether there is an advantage. "Liu said.

Mentions also buys the wine the next step will be how to develop the core competencies, Liu said the company plans to try more cooperative projects, such as group buying activities and offline partners, without weakening the company's competitiveness.

has been operating red wine brand of Beijing Health wine industry general manager Dong Guiqing said that in recent years, the network retail market rapid development, especially in the consumer segmentation industry development most eye-catching. The "national" Twelve-Five "Science and Technology development plan" clearly points to the development of E-commerce, and a detailed list of key sectors of the electronic business sector, including "international trade in E-commerce services technology research and development and demonstration applications." The import of wine is exactly the same category.

Shang, chairman of Jiuxian Network, said that the future of wine-electric dealers still need to walk a long way, after all, currently accounted for the entire wine market share less than 1%. BEIJING, Shanghai, Guangzhou and other first-tier city consumers because of door-to-door convenience services, will buy wine on the website, such consumers accounted for the majority. In some small and medium-sized cities, consumers buy alcohol online mainly because they can buy wines that are not sold locally.

"Shuffle" time has not yet come

Alcohol E-commerce Personage said, in 10 years, the consumer may occupy the traditional liquor industry 50% or so market share, the traditional liquor sales model is difficult to escape the fate of the sunset industry. But there are also analysis of the industry, the current liquor dealers have become increasingly mature, with the Jiuxian network, but also to buy wine, wine network, such as first-line dealers have been involved in the whole network distribution, wine dealers in the competition will be fully upgraded, the next two years will be a big shuffle situation.

In this respect, China E-commerce Research Center analyst Mo Dai Green have different views, she believes that the liquor dealers will not reshuffle in the short term, the wine electric business is basically in the 2006 before and after entering the field of electrical business, and really developed mainly in this two years, so there is a lot of room for development thereafter. However, due to the particularity of the liquor products in the warehousing and transportation process, the electrical business needs to be equipped with more high-end equipment and facilities, therefore, the threshold to enter this market is also relatively high.

In view of the current situation of liquor electric dealers, Mo Dai Green summed up three points of advice, first of all, for the wine market, there are personality and characteristics of the brand can attract consumers, and in the market to seize the favorable position. In liquor products tend to homogenization today, who can create personalized brand, who has the advantage.

Secondly, as people's consumption ability and the importance of health care, the middle-grade wine products are gradually becoming the main choice for people to drink and gifts. So in the future, the alcoholic electric business enterprise should strengthen the innovation of the wine product development.

Thirdly, enterprises need to flexibly respond to the development of market demand. One is the segmentation of consumer groups, such as the Special Wedding banquet with wine, business wine, etc.; the second is the subdivision of the sales channels; The third is the competition of the new channel; the electric business enterprise needs to find its own positioning, targeted.