Wine vertical electric dealer into "investment poison" or copy buy network tragedy

After 2010 years of winter, the warmer 2011, this year's wine market is spring, the harvest is quite abundant, but this all but with the operation of wine vertical industry E-commerce site has nothing to do. In the winter of continuous fermentation between the electric business, only the first half of 2012, wine E-commerce site to close more than 50, most of them in the struggling support, the industry has become the electric dealer's "Achilles heel."

Fall

From "Gluttonous feast" into "investment poison", the wine vertical E-commerce website is a step-by-step copy of the footprint of group buying network. Looking at last year, with the wine industry warmer, more and more consumers are accustomed to wine and wine consumption, electricity merchants also ushered in the season of flowers. Also buy wine, product still red wine net, wine the United States net, wine Net, 8th wine shop, wooden bucket nets have entered the field of vision, snatch market share.

And just a year later, the situation of ice-fire double days, so that the electrical business is struggling. The valuations of most sites have fallen by at least half, even if some brands are doing well, and there is no market for subsequent investors, according to electricity dealers.

In recent months, the industry has been the news of the failure of wine dealers, layoffs and mergers. It is reminiscent of the dozens of-nation bankruptcy liquidation of the United States in 2001. Some people in the industry predicted that the collapse of the Nasdaq bubble would also be staged in the Chinese wine-maker field.

The fakes pit themselves

As with most shopping sites, the rampant counterfeiting is one of the main reasons for the decline in electricity users. With the end of the era of high profits of wine, small profits but quick turnover has become the preferred. But in order to reduce costs, improve profits, many businesses will choose to blend, shoddy and other means to deceive consumers. According to the Beijing Wine Channel reporter interviewed that Mr. Li was in a certain electric dealer to 259 yuan per bottle, the purchase of Australian Black Pinot Wine 3 bottles. Courier company after delivery, Mr. Li found in the drink, 1 bottles of tannin is obviously lighter than the other two bottles, carefully watch the bottle body, and did not find other abnormalities. Subsequently, Mr. Li will be the wine to the store for identification, the results show that the proportion of wine juice is only about 80%. As a result of express delivery, and did not check the goods, in the case of communication with the electrical business, Mr. Li can only consider himself unlucky, and said that after drinking only to buy stores.

This should reduce customer trouble, to provide door-to-door service to the electrical business, but only the interests of the map, the ultimate move stone hit the foot, let the fakes pit their own.

Logistics into the last straw

Wine dealers are different from other types of electricity, because the wine in the distribution process needs to maintain a constant temperature and warehousing, if the preservation of improper, it is easy to deteriorate. So the wine dealer's logistics choice is very narrow, the national total logistics company thousands of, but to meet the wine distribution requirements of the dozens of.

Really meet the requirements of red wine manufacturers few logistics companies, and electricity business if the standard logistics warehousing, will be in the original high operating costs, "worse", which has been difficult to speak red wine electric "pain." In the end, the logistics problem can not be fundamentally resolved, will become the death of wine dealers last straw.