Why does the liquor electric dealer not be big?

Abstract: In the liquor industry, the electric business channel has been a marginalized channel, even in the liquor industry adjustment period of liquor dealers are widely concerned about, still be regarded as a supplement to traditional channels. Some hope in the electric business channel to create brand, seek to break the Bureau of Liquor Enterprises

In the liquor industry, the electric business channel has been a marginalized channel, even in the liquor industry adjustment period of liquor dealers are widely concerned about, still be regarded as a supplement to traditional channels. Some hope in the electric power channels to create a brand, seeking to break the Bureau of the Liquor Enterprises, but also experienced from the expectations to disappointment of the psychological gap, wine and electricity business cooperation is no bright spot, or even died.

Although liquor dealers can not afford the task of liquor sales, but it is undeniable that the internet thinking to the traditional enterprise marketing thinking opened another window. At present, the electric business thinking to guide the traditional marketing methods of innovation, it seems more practical significance. For the traditional channels, the emergence of liquor dealers are subversive, although this force is very small, but full of vitality. Because of this, the industry will look at the development prospects of the wine-like electric business. At the same time, the development model of liquor dealers is worthy of the wine industry to delve into.

Why does the liquor electric dealer not be big?

Four main reasons:

First, the overall size of the wine electric business is small, it is difficult to cause the traditional enterprises to pay attention. According to public reports, 2012 China's Total wine market size of about 500 billion yuan, of which the liquor market is about 400 billion yuan. The total market size of Chinese alcoholic beverages in 2013 was flat or slightly increased compared with 2012. 2012 China's wine online shopping business consumer market size of 3.7 billion yuan, 2013 net shopping market size of about 9 billion. According to the conclusion, in the total liquor trade, 2012 liquor sales accounted for less than 1% of the 2013 liquor electricity quotient accounted for less than 2%. The volume of sales is only a fraction of the traditional channel, for the wine companies are not attractive, which led to alcohol companies in the electricity channels to invest too little energy.

Second, the traditional channels will have impact, it is difficult to obtain trust liquor enterprises. The rule of barbaric growth in the Internet industry is also a shock to the tradition, as is the case with alcoholic electronics. Most of the profit of the wine industry or from the sale of high-end wine, is a high profit value-added industry, and the survival logic of the wine electric business is to compress channel profits, to price advantage to seize the market. The development and expansion of liquor dealers will certainly impact the traditional channels of the terminal price system. In the case of the overall size of the wine dealers, liquor companies will abandon the cart, all to ensure that the traditional channel profit-oriented. Under the restriction of liquor enterprises, one is lack of high-quality goods supply, and the other is the price of the products are restricted by cooperative manufacturers.

Three, the liquor product attribute and the electricity merchant channel does not match. Alcohol consumption is mostly the consumption of drinking, the delivery cycle of liquor dealers is too long to meet the demand of consumers, and the characteristics of packaging fragile, liquid leakage and heavy weight increase the difficulty of logistics distribution, increasing the transportation cost, the difference of liquor products is not obvious, it is difficult to intuitively reflect, Therefore the price factor becomes the important factor which affects the consumer choice, the price competition intensifies the liquor electricity dealer's rivalry, the capital consumes big, the input cycle is long, the alcoholic consumption group (especially the liquor consumption) is more than 35 years old middle-aged majority, the net buys the crowd mainly to the young person, the target audience existence dislocation.

Four, the wine electric business early investment is indispensable, is a "burning money" process. The network buys the consumer group to be limited, the market cultivates the process to be long, further enlarges the liquor electricity dealer's profit difficulty.