Wine, wine cents crazy "enclosure"

Alcohol O2O fierce fighting in the electricity business. Following the Brewers O2O platform "wine is coming" trial run less than two months ago, recently, wine network announced the desire to launch "drink immediately" project, only from the name point of view, the two major alcoholic drinks O2O in the great Battle of the potential. Titled relative to the two companies in the channel more intense competition for the enclosure. However, it is worth noting that, despite the current O2O is highly respected, but also admit that such a business channel transformation is not industry rescue heart pill.

Wine, wine cents crazy "enclosure"

Recently, in the wine supplier conference 2014, the company released O2O open platform "drink immediately." Li Jinyu, chairman of the wine network recently told the Beijing Commercial News reporter, this platform is still doing preliminary work, not yet operational. According to wine Wang Wang, vice president of introduction, immediately drink will be on-line in August.

In this period of preparation, it is important to delineate the partners. It is worth noting that both companies emphasized the "exclusive" right in the cooperation process, emphasizing that only one company should act as O2O business. Brewery cents person in charge told Beijing Commercial Daily reporter frankly, the wine business model are exclusive cooperation. According to their tactics, signed a well-known liquor business, you can account for a city. Prior to this, Jiuxian network signed with Hengshui Laobagan, the former that "wine is coming" can rely on Laobai Gan distribution network in the Hebei regional market, to strengthen the terminal network coverage in the local market. Up to now, the wine has almost reached the big dealers that have covered Xi'an, Changsha, Nanning, Sanya, Haikou and Wuhan.

Drink immediately, though not yet started, but no sign of weakness. Lai Jinyu also said that immediately drink customer development will also emphasize exclusive. As a result, the two electrical channels in the enclosure has a full flavor gunpowder.

Wang Hao Ling said that immediately after drinking and running, the first step, we must first shop the market. This year, we will first develop front-line areas, including northern Shangdong, Shandong, Sichuan and Tianjin.

Different tactics of enterprises

Investment adviser to the food industry researcher Xiang Jianjun analysis believes that serious business needs reduction, the business and personal groups is the mainstream consumer liquor industry groups. Such consumer groups have certain requirements on price, channel sensitivity and experience, and the O2O model can better meet their needs. It is undeniable that this approach can bring a certain increase in sales, which is becoming an important reason why electricity suppliers are particularly favored O2O.

However, how to play O2O, how to play well, for first-timers who are still walking through the rocks. Xiang Jun said that the performance of alcoholic etiquette of many influencing factors, including brand influence, product type, logistics and after-sales service and so on. "Compared to pure online business B2C, O2O mode, consumer experience, logistics speed is even more critical."

Wine arrived and immediately drink, although the name emphasizes the speed, but it seems that each has its own tactics. The former emphasizes the concept of "9 minutes to send", recently also shouted the slogan that if less than 9 minutes, the user will be 50 yuan vouchers for payment.

However, in the opinion of Wang Hao collar, in time, allowed within the scope of it. "Order, serve, you have 20 minutes, this time can be delivered." Drink immediately is betting on the service, the store will be accompanied by refrigerated wine cooler, so that consumers get the wine, do not need to re-sober, Can drink directly.

Another industry experts believe that, O2O emphasizes the online and offline interaction, and now the online business by leaps and bounds forced offline transition to experience mode. This not only emphasizes the speed of logistics, as well as product quality and related services have to meet the standards, these elements need three-dimensional integration, are indispensable. Visible, O2O wine industry is still a long way to go.

O2O difficult to become a lifeline straw

Wine industry analyst Cai Xuefei believes that O2O is a supplement to the traditional liquor industry, but this new channel of e-commerce will not be the mainstream of future liquor sales. Wang Hao collar also believes that this new model will not subvert the traditional channels.

In particular, O2O itself is not yet a mature model. According to Jianjun analysis, the key of O2O lies in the integration of online and offline businesses. Therefore, it not only needs an online platform with large human traffic, but also needs the matching offline store resources for consumer experience and distribution. At present, the difficulty of developing O2O lies in the construction of offline resources. Even though the two can work together with other alcohol distributors to create offline resources, issues such as income distribution and alcohol diversity are also difficult issues.

"O2O is just a supportive way for products to consumers, and the crux of the solution lies in fundamentally. The fundamental problem in the liquor industry lies in the enterprises themselves. The industry is in a downturn. Apart from the slowdown in overall economic growth, The high rate of pre-market expansion resulting in high inventories is a problem companies must face, and O2O to some extent is just a way to help companies return to reason and win more consumer acceptance. "Another industry source said.

Beijing Commercial Daily reporter Ma Junhao intern reporter Zhang Qianlan / text