Wine and water utilities started breaking ice: Liquor giants attitude from passive to active

Maotai is tightening up with the Jingdong Mall and other electric business platform to discuss cooperation. A person familiar with the operation of Maotai electric business Li Qingping (a pseudonym) told the South reporters. Liquor giants from the past "refused" to take the initiative to move this quietly change, gave wine and water utilities a new opportunity point.

However, it is noteworthy that, although wine and water utilities in the past two or three years has shown a burst of growth momentum, but compared to Jingdong Mall, 1th stores and many other electric platform, it is only a small wave in China's electric tide. With many electric business platform will product line coverage to 3 C, clothing, food and other consumers familiar with the standard category is not the same, the wine is a relatively traditional industry, its face, the two main force, still facing the consumer education, logistics and many other problems to break through.

Electric trader encounters consumption cultivation and logistics bottleneck

According to New Yongge, an associate professor of marketing and E-commerce at Sichuan University's business school, the Chinese online shopping market in 2009 was 250 billion, 2010 years over 500 billion, 2011 to 800 billion, and last year was more than 1 trillion. Although nearly two or three years, along with Jiuxian net, also buys the wine, buys the wine net, the wine American net electric business platform unceasingly emerges, the wine hydro-electricity business is presenting the unprecedented development momentum. However, with a number of 3C and Beijing-east and other comprehensive electric dealer sales scale, alcohol is undoubtedly the development of the slowest. The Jiuxian, the biggest-selling wine-maker, has not released official sales figures for 2012, but has reported 2012-year sales forecasts for just 2 billion yuan.

"Wine is a relatively traditional industry, the previous manufacturers of E-commerce does not attach importance." "Jiuxian Network executive Vice President Yangguo in the south are interviewed by reporters, the wine involved in the field of the embarrassment of the electric business. Reporter learned that, because has been dependent on the traditional channels, liquor-making enterprises in the beginning of the platform is not really a cold, because the electricity quotient platform in the price often has a greater advantage, liquor manufacturers are not willing to actively join the electricity dealers disturb its traditional channels of the price system. Because of this, liquor manufacturers previously on the platform for the supply of products, not the traditional channel mainstream products, but to provide its larger inventory of products or specifically for the electric channel development products.

In addition, according to Jiuxian network data show, its 200 yuan under the best-selling wine, in the category of Jiuxian net accounted for about 30%, the buyer accounted for about 40%. In particular, the psychological price of more than 200 yuan is very small. "Yangguo said.

Obviously, the electrical business relies on the main consumer group, the consumption habits of liquor and liquor traditional channels of consumption of different people. Wine and water utilities in a short period of time will undoubtedly face the challenge of the cultivation of consumer groups.

In addition, Yangguo also believes that the beverage industry logistics of violent transport is also a bottleneck restricting the development of wine and water utilities. "Before the Jiuxian net, wine has been unable to take the air transport channel." Because the wine is heavier, in the Commission by the part of the premise, many courier staff are unwilling to send liquor orders. Yangguo said, many logistics personnel to see the Wine Express will have subjective feelings, will have a certain impact on services.

"The net purchase of liquor, the core is the product can not leak wine and customer experience, if the customer experience is bad, to the electric business is fatal." "Song Liquor business Department general manager Liu Gangwei said. Reporter learned that, before, song for the development of a network of electronic products "song buckle" because of the Leshing buckle as the outer packaging created 6 days 100,000 bottles of success. However, Liu Gangwei told South reporters, because the original design when the box and wine bottle has a certain gap between the transport process by external shocks easily caused by the damage of the box, the current intention to limit the sale of this product.

The liquor giant's attitude to electric quotient is changed from passive to active

Although the development of wine and water utilities is still facing many challenges. However, the liquor giant's attitude from passive to active has also given the wine and water utility platform greater development space. "Recently we received a lot of wine companies to actively seek cooperation of the telephone," the recent wine vertical Shang wine Network in charge of Zhaoxiaowei in the media interview words is the liquor giants on the liquor-like platform attitude towards a most direct example.

Maotai was the first liquor giant to start testing water. 2010 Maotai's Online mall opened, but because 1.5 sales only more than 20 million, Maotai in 2011 years stopped the online mall. "Over the past six months, more than 20 million of the sales of electronic shopping malls, sales are good." "Li Qingping said. Although a lot of progress compared to 2010, but compared to maotai nearly 20 billion of the annual sales of dishes, the electronic mall's results are only a fraction of it. However, Li Qingping said that this year Maotai will increase the input to the electric business channel. "Jingdong before the sale of Maotai is not directly from the winery to take goods, now Maotai hope directly to the Beijing-east and other electric business platform into Maotai direct dealer." "Li Qingping said.

In addition, according to Li Qingping revealed that Maotai last year after restarting the online mall, distribution is docking with the proprietary shop. According to its introduction, now consumers in the online order, orders will be transferred to the corresponding direct store distribution. Although the distribution network in the continuous improvement, but Li Qingping also Frank, as there are only more than 30 direct stores nationwide, direct distribution can only cover the provincial capital city, prefecture-level temporarily unable to distribute.

In addition to Maotai, Luzhou and Yanghe have also been directly dependent on the cat, in the days of the cat opened a direct flagship store. Although Yangguo did not disclose the specific supply of Maotai to Jiuxian net, but do not deny that with the growth of Jiuxian network business, Maotai to the Jiuxian net annual supply will increase.

Liquor Utilities transform into whole-category operations

Compared with the integrated electric business platform, as a vertical distributor, wine and water utility operators have the advantages of accurate positioning and more professional service, but their living space is also an indisputable fact that they are being squeezed by the category expansion of large electric business platform.

And this kind of expansion of the trend in wine and water utilities platform is also more and more obvious. Just at the beginning of this month, Jiuxian network high profile 40 domestic and foreign famous beer brands. The reporter learned that these beer brands to German beer, but also includes Yanjing, Qingdao, snowflakes and other three domestic brands. Because compared to liquor, wine and other categories, beer profit is relatively thin, short shelf life, storage and logistics requirements for higher, Jiuxian network why the Beer electric business is also puzzled by the industry.

However, Yangguo said that in order to deal with the current competition, must enrich the product category, beer is must perfect category, Jiuxian net more will operate imported beer such as some high value-added products to achieve.

The reporter learned that the current Jingdong mall, shop 1th and other early also involved in beer business. And last August, the professional wine dealers also bought wine announced to enter the field of high-end liquor, the introduction of Maotai, Wuliangye, national cellar, such as dozens of high-end liquor brands, opened the wine and water utilities products in the field of expansion and integration of large screen.