Why liquor products in the electricity market encounter "chain Heng Jiang" (i)

Wine culture in our country has more than 5,000 years of history, and the Chinese people experience the rise and fall of honor and disgrace together. Nowadays, wine is also the essential commodity in people's life, work and communication, and has a strong consumption market space. January 2010--July, China's wine industry completed industrial output value of 284.1 billion yuan, liquor sales value of 278 billion yuan, an increase of 24%, the production and marketing rate reached 97.88%.

Wine products are known as "chronic food", although there is a huge loyal consumer and profiteering profit margins, but in the frenzy of the field of electric business sit "bench". Although the online sales channels are more extensive, but sales are less than one-tenth of the offline channel. and online sales of digital, clothing, books, food, home and other commodities compared to the sale of alcohol goods are extremely poor. In China's economic and cultural fields, all occupy an important position in the wine products, in the rapid pace of the electric business market has obviously encountered the "Chain Heng Jiang" danger. If not "break chain" can not be in the tide of electricity merchants, promote wine products in the market operation pace.

Many liquor companies and alcohol Shangdou to the author of the country to ask, wine products in the E-commerce market why so difficult? The author finds out after the analysis, and the brand planning for two liquor companies. Alcoholic commerce in China has an absolute loyalty of hundreds of millions of potential buyers, and has a large number of well-known wine brands supporting the steady development of E-commerce, will eventually become the mainstream pillar industry.

But more than 95% of the liquor Dealers website completely ignore the brand marketing, ignoring the Internet competition law, the hope that "first output after the" market evil cycle. And by the traditional wine industry characteristics, audience demand, traditional channels, such as the impact of comprehensive factors, leading to liquor dealers overall marketing environment is immature, so the sales conversion rate is not high. The crux of the problem is to improve the brand marketing of liquor dealers, face the market promotion barriers, can really guide the Internet users of alcohol online shopping habits.

First, the mainstream wine-buying people's online demand is susceptible to external influence

Wine products with unique market characteristics, that is the grade of wine, buy wine and drink the crowd, sales channels, sales prices are extremely bipolar polarization. Hotels, restaurants, restaurants, bars are undoubtedly the largest customers of wine products, but they are more accustomed to the manufacturers or suppliers directly to purchase goods. Not only the price is transparent, and are door-to-door, never add any logistics costs. Thus making this part of the mainstream customers, has been and e-commerce.

and individual buyers, in the face of E-commerce this information transparent, easy trading platform, the complex characteristics of wine products immediately, there have been "acclimatized" symptoms, but also lead to alcohol sales of the main reason for the weak.

1, ordinary wine terminal sales too dense

Beer, ordinary liquor and wine, are all social strata of people's daily life, as well as festivals, birthdays, parties, elimination of the necessary things. Already and YOUYANJIANGCU and so on daily necessities, become the essential goods of life. However, it is because the general liquor is too popular, the application is too wide, so that the low-end liquor sales channels are too dense.

Shopping malls, supermarkets, small selling shops, roadside stalls and other sales, whether it is the community, Hutong, horse roadside will have these shops. It can be said that no matter how remote, many old residential areas, no matter how deep and narrow alley, there will be sales people often drink wine products shop.

The biggest advantage of E-commerce is easy to trade, the price is transparent, but the price of low-end wine is mostly in a few yuan to dozens of yuan. Unless it is in the factory directly form more than dozens of cases of one-time bulk purchase, otherwise the national market sales prices, are basically unified. and individual netizens in the life most are with drink with buy, at most is the summer buys 1 boxes to store in the refrigerator, completely impossible to form one-time dozens of boxes, hundreds of boxes of purchase. So in the electronic mall to buy low-end wine, there is no obvious price advantage.

Moreover, the ordinary people who will for a few bottles of beer or more than 10 yuan of white wine, red wine, in order to walk a few hundreds of meters, go online shopping? This is completely contrary to the normal consumption patterns of people, unless the person has a mental disorder!

2, mid-range wine demand for high immediacy

Hundreds of yuan of liquor and red wine, in addition to family drinking, more is to be used for dinner, honor the elderly, gifts and friends and leadership. At this time the contradictions also appeared, if it is the family to drink, to drink people speaking. Must be to some kind of wine already has the direct "tasting desire", "The alcohol addiction" comes up naturally is impatient, most hoped the direct tasting wine. And not like the regular online shopping, first search for merchandise after landing site, look for analog goods appearance, price, function. Not when browsing other products, suddenly saw the wine and drink Hing Dafa.

directly to the vicinity of the liquor monopoly or supermarket, shopping malls, purchase is more directly effective. Moreover, even the same city shopping, the fastest arrival time will take several hours. This way of shopping in foreign countries because of populated, of course, is not surprising. But for China, in order to drink a bottle of wine online shopping, our family online shopping concept has not reached such a level of development. In particular, alcohol addiction is greater or the majority of people who like to drink is in the elderly, they usually do not know how to shop online, but also do not create a sense of online wine shopping.

Another situation, not for their own drinking, but in order to honor the elderly or give gifts to relatives and friends, but also for the immediacy of high demand. No matter which kind of gift gifts, the Chinese people have not prepared a few weeks ahead of the consumption habits of gifts, mostly in advance 2, 3 days to buy gifts. At this time, the network shopping logistics speed is always affected by countless objective conditions, at any time may delay delivery. Therefore, it is difficult to choose online shopping directly.

3, high-grade wine afraid of a fake

High-grade wine is used to entertain VIPs or give leadership or important people, but China's high-grade wine fakes rampant, over the years has been repeatedly banned. In particular, Maotai, Wuliangye and other well-known brands, but also by the lawless elements of countless fraud. Even in some formal shopping malls, stores and supermarkets, but also very easy because of quality control is difficult to complete, and other reasons, there are fake wine mixed. So people are very cautious about buying this kind of wine. When there are important occasions or need to drink, are trying to entrust relationships, to find friends to buy. For fear of spending a lot of money, buy a bottle of fake wine, angry and hot.

China's E-commerce market, because most of the goods can not be controlled by the mall supply, it is difficult to achieve the Test hundred. At the same time, the electronic mall is a virtual existence, all merchandise information is to see the touch, and the product page and the real situation inevitably have access. Therefore, the Chinese electric Dealer's fakes and the commodity quality question, has been highly disputed.

In particular, the wine Electric Dealer website, currently no one set up a real authoritative brand image. has not passed the system, the standard market means, promotes the mall the reputation and the reputation degree. And the purchase of high-grade wine gifts, must be the status of extremely high or important to seek the object. If at this time spent thousands of or tens of thousands of yuan to buy fake wine, not only the problem of losing anger, it is likely to do bad things, or even cause unnecessary trouble. In particular, the wine Electronic Mall has not yet formed any authoritative brand. A mall of the wine one but sell cheaper than offline stores, consumers must doubt its quality authenticity. If the price is higher than the offline store, the consumer will not consider buying. Because of the bad influence of counterfeit liquor and unscrupulous, it is already a long-standing, so that consumers have to worry about.

For more information, please search the "country of ambition" in Baidu. Any reprint of the article, must be labeled "source from the country fanatical marketing agency: http://www.suozhiguo.com", otherwise I will reserve the right to pursue legal responsibility.