Wine and tea consumer also buy a network entrepreneurial model: first want to sell and then think of category

Earlier this year, Businessweek's investment forecasts saw the region's imported wine markets as the fastest-growing frontier in the aftermath of the crisis. In 2007, Diageo, the world's largest wine company, introduced the Blue card George Fifth century to Asia with a price of $600 per bottle, and by 2009, the price of each bottle had risen to 3000 dollars. But for the domestic monopoly of alcohol and tea, which has just won 3 million US dollars in the end of March, the vertical consumer E-commerce Web site, which is pursuing a core value, is not "wine".

Want to sell and think about the category first

The establishment also buys the net, is not yuan Xinjiang first pioneering attempt. As early as 2001, the 24-year-old Shang with a total savings of 30,000 yuan to create a database marketing company Lloyd Interaction, and has been to Dell and many other enterprises to provide direct marketing services. In 2007, after Lloyd's Bradstreet was acquired, Shang, who restarted his second venture, looked at another emerging growth market ——— the E-commerce Web site.

With most entrepreneurs set up to sell what, and then build the corresponding sales model, Yuan Xinjiang and his team take the lead in considering is "how to sell." In the end, he and his team decided to build a "vertical E-commerce Web Consortium", and in the second half of 2008 and 2009, they launched the two brands of "Buy wine" (yes my Wine) and "also buy tea" ("yes").

Why the choice of wine and tea, which are difficult to store and transport of goods online sales? After careful market research, he believes that the vertical site must be sold to those who have high gross profit margins and is a continuous consumption of goods, the best single goods in the amount of 200-1000 yuan, so that more consumers will be willing to make the first attempt. At the same time, such goods themselves must reach a certain market size, and maintain more than 30% of the annual growth. And compared to the time where the goods and Jing-dong has been in the apparel, consumer electronics fields, wine and tea market is still "a shrub, difficult to see the small tree."

To win from a small vertical website, you must first solve the problem of storage and transportation. Yuan Xinjiang "down the drain" in Beijing and Shanghai, the first to build two constant temperature and humidity, dim light, suitable for red wine and tea storage of large warehouses, and specifically designed a collision-proof transport packaging. At the same time, also hired professionals to form the selection of wine and tea team, to introduce consumers each wine and tea related knowledge.

Carefully selected and carefully promoted under, "also buy wine" and "also buy tea" 2009 years of sales reached 24 million, the growth rate of more than 300%, naturally attracted a lot of VC's eyes.

What else can you sell for tea and liquor?

And for direct marketing "proficient" Shing said, how to attract the attention of the target customers, and the final conversion of this attention to the purchase behavior, far more than let him sell liquor to buy tea professional.

In order to attract more consumer attention, he did not like most e-commerce sites, just try one or two channels of communication with consumers, but using the "journal + Posters + telephone + network + Mail + SMS Service + Wine +PSA (private service assistant)" of the three-dimensional interactive mode. Despite a slight increase in costs, this will not only trap all consumers who prefer a particular type of interaction, but also have overlapping effects in a variety of ways, which can be impressive in the short term.

Secondly, in how to turn the attention of these consumers into purchasing power, yuan Xinjiang does not rely entirely on the opinion of "experts", "teach" what consumers should buy, but advocates "buy their own favorite wine." Also buy wine weekly more than 10 new cocktail party through a professional selection of wine team, but also to buy a net General Staff blind products, members of the five-round screening, the elimination of 20%-40% per round, finally in the comprehensive cost-effective and other factors after the online sales. On the other hand, even for a very small number of wine, also buy a network will always keep inventory, in attracting more potential customers also achieve the network sales "long tail effect."

It is worth mentioning that, compared to those comprehensive web sites, vertical site once the product quality problems, its need to bear the risk will be greater, and may even be the collapse of the disaster. Another issue that needs to be considered, Shing says, is how to really make a smooth transition to consumers ' trust in buying wine, too, to buy tea and to buy X. After all, for the majority of consumers, the trust in a brand is clear and representational. Just as if Su Ning turns to selling clothes or food, will we still give it the same trust without reservation?