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

Source: Internet
Author: User
Keywords Wine wine wine liquor electrical business

Second, the high logistics cost of liquor products to reduce the price advantage

The unstable factors of logistics quality and logistics service have always been the hidden of Chinese electric dealers. In terms of the average operating strength of the industry, most e-commerce sites can not break through the scope of cooperation of logistics companies, making logistics costs in a considerable period of time, will only rise and difficult to decline. The commodity price of the electrical business Logistics is the cumulative increase of the "weight". And liquor is a liquid product, the weight is bigger. Therefore, if online and offline prices if not the difference, one but coupled with logistics costs, the net purchase of liquor products will completely lose the price advantage.

At the same time, the logistics cost is not only refers to the delivery cost, but refers to the logistics process of maintenance costs and loss costs. Because the wine commodity is very easy to break. And most express companies, are required to sign the customer first and then unpacking. Even in the delivery process, the goods have broken down, because the responsibility is completely difficult to identify, logistics refused to compensate for the situation is not uncommon. Although there is no serious, large or expensive wine products in the middle of the break caused by the dispute. But by communicating with netizens, most netizens are wary of the situation.

The key reason is that many of the products of the consumer can not achieve long-distance delivery. It is because of its high logistics costs, coupled with a small amount of distribution, transportation must be carried by a variety of goods, it is impossible to all according to the requirements of liquor products placed. The risk of fragmentation during long-distance transportation and handover is completely uncontrollable. So a lot of logistics and express companies do not accept wine delivery, but also increased the popularity of alcohol-type electric business development difficulties.

A bottle of 750ML of ordinary red wine, its significant about 1 kg and a half, the price of 30 yuan to 60 yuan. But if the courier from Guangdong to Beijing, the cost of 20 yuan, and the time required 3-4 to. Compared with clothing, food, digital and other commodities, the cost of delivery is higher. Even in countries where wine cultures such as France are more mature, the logistics costs of buying alcohol online are also said to be unwilling to pay.

Visible, to solve the national range of cost-effective logistics and courier, is of course urgent. However, the small volume of internet users to buy, but also make it more difficult to reduce the cost of alcohol logistics. All things are not absolute, here the author of the country is still sincere hope that wine suppliers or liquor dealers, do not always want to maintain the high profits of liquor. Should reduce the profit ratio, in order to reduce the Netizen's logistics cost, can better attract the netizen to carry out the wine net to buy.

Third, the middle and low liquor local management strategy is too strong to bind the national Word-of-mouth spread

Public drinking beer, liquor has a serious local management strategy, the provinces, the city between the medium and low alcohol category very little wide circulation. On the one hand is the lack of large-scale production and supply capacity, it is difficult to form industrialized production, no brand impact. On the other hand, it is also because consumers everywhere are accustomed to drinking a certain type of wine, accustomed to its taste, trademarks and prices. On the one hand, the city fixed liquor marketing channels, has also been local liquor sales have a certain degree of trust.

In China, only Tsingtao beer, snow beer, Erguotou, old, such as mass liquor, in the country a large number of cities have sales, and sales and Word-of-mouth better. and other liquor, can only be limited to local provinces, cities and counties for sale. Even the same province of different municipal cities of the public liquor, it is difficult to circulate sales.

This situation is transmitted, medium and low alcohol is difficult, in the field of E-commerce directly to the country, forming a clear rapid sales situation. Because the regional liquor brand, it is difficult to be in a short time by other city consumers. This situation, but also different from all other cities of clothing, food, specialty and other commodities. It can be said that the liquor of this local attribute, invisibly and e-commerce without geographical restrictions, information open, but also produced the essence of the opposition.

In addition, most of the goods sold by liquor dealers are facing the whole country or several provinces. And most netizens to medium, low-grade wine unfamiliar, and brand influence is not strong, nature in a short time difficult to quickly decide to buy. Therefore, the promotion after the sales conversion rate is low. But the electric business website, also because in the short term has not realized the quick return, shrinks even abandons the continued large-scale propaganda. Thus, a vicious circle has been created, which has become another important impediment to the sales of liquor dealers.

Four, the people of red wine did not form a stable drinking habits of quality difficult to distinguish

Today, the mainstream of wine in China's main pillar type wine is red wine, although the red wine is commonly known as "national wine." But the Chinese people are more accustomed to drinking beer and liquor, wine is more in festivals, celebrations, weddings and other formal occasions to use. Influenced by the economic and cultural environment, Chinese people think that the European and American regions of red wine, taste and word-of-mouth better. Foreign wine brands are also many, deeply loved by all walks of people. Because the red wine also represents the romantic and the success, conforms to the domestic fashionable Netizen's time characteristic. Plus, suppliers, agents of the Red River in foreign countries wantonly packaging, so the domestic wine electricity market, on the formation of a foreign wine brand-oriented helplessness phenomenon, fashion netizens to foreign wine chasing is more obvious.

Red wine can be divided into three categories, white wine and pink wine. Red wine can be subdivided into dry red wine, half dry red wine, half sweet red wine and sweet red wine, white wine is subdivided into dry white wine, dry white wine, half sweet white wine and sweet white wine. The gap between grade and grade is large, taste and price are also different. But the Chinese people to the Red River's ability to identify generally poor, it is difficult to distinguish between the quality of wine. Many people also believe that the longer the wine age more alcohol, the longer the more precious. Still don't know, a lot of red wine in a long time will spoil stale. There are a lot of misconceptions about the Red River.

and domestic and foreign wine brand many, grade complex, plus pusher shoddy. Liquor dealers lack the overall brand authority and influence, will be red wine in the electric business virtual platform sales, consumers are hard to eliminate the mentality of the purchase of high-grade wine. China's "Great Wall" red wine, already has a strong brand influence and stable drinking crowd, in the country has extensive sales, formed a reputation. Hope to focus on a breakthrough in the electrical business, with a large number of wine dealers to carry out the brand union, as soon as possible to retake the "national wine" status of the electric business.

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