What is wine O2O?

Silver holding the wine net, appearing

November 3, the Silver Group announced a high-profile and China Wine network to reach strategic cooperation. CFO Wang Jindong, executive director of the Bank Group, and Rai Jingyu, chairman of the Chinese Wine Network, launched the O2O project, which marks the beginning of the Silver group's full access to the internet marketing of alcohol. In the wine electric business development in full swing, the Chinese wine Industry Network Marketing has opened a new model. In the wine network is the wine group to build, the first application of alcohol O2O mode of liquor marketing platform, to take "E-commerce + offline chain distribution center + Mobile Terminal +400 Phone sales platform" four-in-one three-dimensional business model. In the wine network subordinate to the Liquor group, only the brand value of billion, the main imported high-grade wine, wine, domestic high-grade liquor, rice wine and health wine, is the type of liquor sweep. Wine O2O as a new marketing model, or will open the wine sales of a new era.

What is wine O2O?

Wine O2O mode is simply "line up and down the list, line the nearest distribution." What is the difference between this and the wine electric dealer? The difference is only the "nearest" word, the community does not contain large articles. The wine electric trader treats the line as the beverage sale platform, but in the O2O mode, the online platform actually plays the role which the image displays. Talking about the development of the electric business, most people will feel the entity shop slowly shrinking, will eventually become a display of the image of the experience shop. This trend may apply to the garment industry, but for the beverage industry, the conclusion is probably the opposite. First of all, wine as a consumer goods, has its particularity. Different from the traditional electric business online sales, physical shop line image display way, wine as a spiritual experience than the material experience of goods, the effect of offline experience is limited. Because the product differentiation is not obvious, the consumer pays more attention to is the brand and the price obvious factor. On the contrary, the simple and quick information retrieval and screening can let consumers choose the right products in the shortest time. Secondly, liquor transport requirements for logistics is higher, the traditional electrical business to pay for the logistics cost is too large. and the nearest distribution will greatly reduce the logistics cost. Finally, sales are ultimately a process of dealing with people. Liquor dealers mainly for the consumption of consumers, if you want to further expand consumer groups, the need to rely on the influence of physical stores.

Liquor dealers in recent years, rapid development, Jiuxian network, wine, such as the United States has developed into a shape of the wine of the vertical electric platform. However, the short board of these liquor dealers lies in the weak control of the line, a single consumer and high logistics cost. On the other hand, some wine companies in the industry have tried the "Wine House urgent delivery" mode, such as Shandong Malaysia International Business Consulting Co., Ltd. Agent of the Yellow Tail kangaroo wine with "wine urgent" special vehicles, Henan wine convenience and Henan Dahe Wine City opened the order hotline door-to-door, but these wine companies and distributors are only completed "Offline distribution" This link lacks a platform for online display. If the cable on the platform and offline distribution effectively combined, you can create a perfect O2O closed-loop, the silver group and the Wine Network cooperation, it is out of this consideration, to complement each other, to create a line under the interaction between the impact of the new wine sales model.

In addition to the Chinese Wine Network, 1919 alcohol is also trying to create a full channel of shopping, at present in the Chengdu region has realized the rapid delivery of liquor. 1919 wine directly to the founder of Yang Lingjiang recently said within 4 years in the national Unit to develop 1000 entity stores, joined the terminal 100,000. Further improve the physical store shop, promote the O2O mode of national.

Wine Electric dealer just start premature?

Although the liquor dealers have developed rapidly in recent years, especially since 3013, traditional liquor companies are under pressure to sell net, Jiuxian network, such as vertical electric business development situation is good, but the wine O2O mode as a new thing appears, or have a lot of electricity business does not have the advantage, directly to the simple online power to force into a " Traditional industries ".

The diversification of the way of ordering. Chinese wine Network using E-commerce + offline chain distribution center + Mobile Terminal +400 Phone sales platform, enrich the way of ordering. Relative to the wine electric business, the rich order method can greatly improve the customer purchase rate. For the moment, the traditional liquor dealers from the PC end is difficult to achieve a convenient and fast shopping. and O2O mode has increased the phone orders, mobile terminal app orders, such as orders, to achieve the consumer anytime, anywhere to purchase demand.

Second, the delivery time is greatly compressed. Because the liquor product has the fast elimination product the attribute, the liquor consumption is limited by the consumption situation and the consumption time limit to a large extent, therefore the delivery time is the important factor which restricts the wine electric business development. and liquor sales O2O mode to achieve online orders, offline entity shop near responsible for the delivery of distribution methods, greatly shorten the delivery time. Due to short delivery time, the consumer's receiving location is not limited to the home and the company and other fixed places, but also can be a variety of consumer occasions. If the design of the distribution process is reasonable, even to a certain extent to solve the liquor-drinking consumption needs. O2O model exploration of the number 1919th said in Chengdu to ensure that 20 minutes door-to-door, "wine from the refrigerator to take out to the customer's hands, or ice."

Third, line for the line to attract traffic. Along with the network to buy alcohol consumption increased, the future of liquor dealers in the scramble for traffic is bound to set off more intense competition. Compared to the vertical electric dealer in the network platform for traffic, wine O2O mode In addition to the online publicity, but more important is to continue through the offline entity store consumption guide to the flow of drainage to the line, to avoid with the liquor dealers for online traffic on the fierce competition, survival has a greater guarantee. After all, the physical store distribution services and the surrounding liquor consumption crowd played a role in the radiation, itself is the way to the line drainage. In the distribution process with a number of marketing publicity, can still be online drainage. Online publicity is good enough to attract people who are often on the internet. So when the war on the line for traffic tends to be white-hot, who can directly face the line under the customer, who has sufficient discourse power.

Iv. entity chains have more credibility advantages. Whether it is a vertical or platform-type electric dealer, the competition between the liquor dealers ultimately or brand competition, in the final analysis also have to do the brand (product brand and electric business platform brand). After all, the electrical business in many people's eyes or new things, to the consumer market to nurture a long way. In the heart of ordinary consumers, the electrical business is to see what is not touched, it is inevitable that the product quality concerns. Even with high-quality supply channels and good business reputation, but limited by the influence of online promotion, consumers lack of understanding of the electrical business and so on, it is difficult to attract offline consumer groups to buy online. Wine O2O mode of the use of large chain under the line for distribution, the entity stores a strong chain of brand advantages to ensure that not only can play consumer concerns, but also to cultivate the consumer's online shopping habits. Let consumers in the most convenient way to shopping, to consumers the most easily accepted physical store distribution to deliver, not only solve the convenience of purchase problems, but also let consumers dare to buy, willing to buy, not because of the alienation of the electrical business and product quality to worry about.

V. Logistics and distribution cost reduction. Before Yang Lingjiang said, 1919 alcohol to abandon the traditional form of logistics, the use of electric Dealers + shop business model, the cost of only 1% of the product. In the course of the development of the traditional electric business, whether it is to choose their own logistics system, or to choose a third party delivery, will produce no less than 15% of the cost of the product unit price. This objectively proves that as long as there is sufficient quantity and reasonable density of terminal stores to support, logistics costs will be greatly reduced. Thus, compared with the O2O model, traditional liquor dealers will not have the price advantage. 1919 on the online platform for the distribution of the cost of the explanation is: there are physical stores or distribution points covered by the area of free shipping, other areas according to the express company's charging standards. Based on this, it can be inferred that when the 1919 has enough strength to spread the network to the whole country, will have a subversive effect on the liquor-dealers. And the Chinese wine Network is also committed to building a wine carrier platform, the next 5 years in China to develop 2000 physical stores, to achieve annual sales of 10 billion yuan target. It is expected that the future will be achieved in the country's major cities in 30 minutes delivery of wine in place of fast delivery services. By then, the traditional liquor dealers of the logistics of the short board will be more prominent, to play a price war to obtain sales of the tactics in the future can not make sense.

The audience scope is more extensive. In the liquor consumption occasions and delivery time of the double restrictions, the main customers of liquor dealers or consumption groups from drinking. Although the Jiuxian network is also interested in the introduction of group buying market development initiatives, but due to the electric business in the relationship between marketing, offline benefits, such as the delivery of the short board, the electric dealers can not adapt to the "unspoken rules" of liquor group purchase, it is difficult to do a good deal. The liquor O2O mode can be found through the physical store's influence and contacts to find customers, but also through the physical store radiation around the restaurant hotel, the development of food channels. Can say O2O mode is "the line can do, I can do better, the entity shop can do, I can still do".

If you want to buy wine through the electrical business, if you can receive the goods within one hours, will you choose a day to arrive at the traditional electric dealer? Do you choose to take the wine to the consumer occasion, or by the House to send directly to the consumer site? The answer goes without saying. Even though the current trend of the development of wine dealers is good, but simple to do the electrical business can only be a leg walk. such as liquor impromptu consumption accounted for a large proportion of the industry, the simple electrical business can not meet consumer demand, and to O2O mode to maximize the optimal distribution process, shorten delivery time, rich order is the ultimate direction of development.

The disadvantage of wine O2O mode

Of course, the O2O model is not without a short board, it is an exploratory attempt that requires huge investment, its risk is self-evident. First need a sufficient number of terminal store support, this is a need to spend a lot of money and time of the project, the end of the store needs a step-by-step layout. There is no sufficient quantity and reasonable density of terminal stores, offline fast distribution is just a hollow word. In addition, both online and offline, not only the need for strong financial support, but also the establishment of a specialized talent team. Even 1919 of these big business, the turnover is only four billion. And for the beginning of the Chinese wine network, although there are silver Base group's generous, but to achieve the "wine carrier" dream, there is a long way to go. So O2O's prospects are bright, but they still need to stick through the darkness before dawn.

The traditional liquor electric chamber was strangled in the cradle?

The author has said that the current network environment does not form an effective competition mechanism, does not have a large number of liquor enterprises to enter the conditions of E-commerce, but such as the emergence of the new model of the wine network, large dealers in line with online cooperation mode of exploration, will undoubtedly increase the wine enterprises to do e-commerce choice, and further stimulate the consumer to accept information shopping habits. Alcoholic internet marketing will stimulate the expansion of the market in competition, this is the development of alcoholic electronic commerce-whether it is the vertical electric dealer website or the application of O2O mode of large business, are good. The future of alcohol e-commerce will be in the competition through a period of prosperity.

Although the situation is good, traditional liquor dealers still have to do some early trend of consideration. As a traditional wine electric business, it is not easy to survive the initial stage, it seems just waiting for the market to explode the growth of the line. However, in the long run, the simple online electric business survival Space is limited, the future is likely to be the wine O2O mode of extrusion. Fortunately, the development of O2O mode of liquor needs a certain amount of time, leaving such as the Jiuxian net a kind of pure electrical business to gain a foothold in the opportunity to strengthen their control under the line. Traditional liquor dealers ushered in a period of gold development, but it is necessary to prepare for transformation. As a result of the small vertical electric operators, certainly do not want to let the offline channel to a piece. But the O2O mode, pure liquor electric quotient appears some malnutrition. This kind of electric dealer either builds the logistics and the terminal net point, enlarges to the control under the line, or face the situation that the rising O2O big business unceasingly eats up the market. While it may sound like alarmist talk, the internet age is fast changing, and you never know when the opportunity will slip away and when the trend becomes reality. Is the future still far away? Look at the changes that have taken place over the past five decades. Article from: Wine net.