Look at Beijing Sugar "holding hands" with Jiuxian.com

On December 5, Beijing Sugar Industry Tobacco and Wine Co., Ltd. (hereinafter referred to as “Jing Sugar”) and Beijing Jiuxian E-Commerce Co., Ltd. (hereinafter referred to as “Brewmaster”) held a press conference for a strategic cooperation signing ceremony at the China World Hotel in Beijing. . Beijing Sugar General Manager Zhang Dechun, Jiu Xianwang Chairman Hao Hongfeng and dozens of media reporters attended the meeting.

According to reports, through the cooperation of the two parties, Jiuxian.com will become the exclusive online agent of Beijing Sugar's drinks, and promote its full range of more than 100 kinds of drinks, including its own brand “Jing liqueur".

In the industry's opinion, the combination of Beijing Sugar and Jiuxian.com is the strongest combination of China's largest wine agents and the largest wine e-commerce companies. It is an important measure to achieve mutual complementarity and win-win cooperation. Through the sharing of high-quality resources from both parties, on the one hand, Jiuxian.com has exclusively distributed more than 100 types of beverages for Beijing Sugar, which greatly enriched the product line. On the other hand, Beijing Sugar has also entered the e-commerce channel through the largest wine e-commerce platform in China. To achieve the upgrade of marketing model, and from Beijing to the country.

According to reports, after the cooperation of the two parties, all online sale of Beijing Sugar's drinks and drinks products can be through the designated window of Jiuxiannet.com and its cooperation platform. Consumers can click directly to enter Jiuxian.com for purchase. At the same time, Brewmaster will provide a series of promotion support for Jingzhi Sugar's products, including popular wine text chains, official website's first screen activity, official website's big screen, and Tonglan publicity.

According to Hao Hongfeng, Chairman of Jiuxian.com, the achievement of this strategic cooperation is on the one hand the intention of Jiuxian.com to expand the product line through Beijing Sugar's high-quality resources and further expand the cooperation with the upstream enterprises; on the other hand, it is also the maturity of Beijing Sugar Brewery. The e-commerce platform aims to sell and promote its own brand and agency products through its channels, and expand the sales area to the whole country.

Since its establishment three years ago, Jiuxiannet insisted on implementing the “Win-Win 100” strategy, which aims to reach a deep strategic partnership with the upstream wineries, brand operators and channel distributors, and provide consumers with a lot of cheap and high-quality products at the highest level of dealership qualifications. product.

Currently, Jiuxiannet has reached long-term strategic partnership with more than one hundred domestic traditional liquor companies, including such well-known wineries as Maotai, Wuliangye, Langjiu, Guojiao, and Liquor. This cooperation with Beijing Sugar is the first cooperation between Jiuxian.com and traditional dealers. It is also the first time that e-commerce channels and traditional channels are hand in hand and have profound strategic significance.

Established in 1949, Beijing Sugar Group is an old Chinese company with a modern distribution business model under the Beijing Ershang Group, and it is also one of the most operationally-funded enterprises of the Ershang Group. After more than 60 years of development, Jingosu is mainly engaged in liquor and other major businesses. It has reached in-depth cooperation with almost all famous wine enterprises across the country and has formed the channel advantage of covering most of Beijing's traditional channels. It has been ranked among the top 100 enterprises in Beijing for many years and obtained “National Excellent Alcohol Marketer” and “Most Influential Liquor Marketing Company” and other titles.

Breaking the bottleneck As Beijing Sugar, an “old Chinese brand,” has a very strong distribution capability in traditional liquor channels: on the one hand, it has a large number of high-quality secondary distributors, and on the other hand, it also has large shopping malls, international hypermarkets, and chains in Beijing. Supermarkets, wholesale markets, and hotels have worked closely together to build a full-scale, all-weather channel layout in Beijing. With a two-pronged approach, Beijing Sugar hit an amazing annual turnover of 600 million yuan.

In the past ten years, the traditional state-owned circulation enterprises have gradually disappeared on the national market, and Beijing Sugar has grasped the trend of industrial development and laid an important industrial position. With the increasingly fierce competition in the traditional commercial super-channels, how to develop the next step is also a challenge for all Beijing Sugar people.

Liquor industry experienced more than ten years of rapid development, but also faced high pressures of traditional channel costs, increasingly fierce competition between brands in the region, and a large number of customers being diverted by e-commerce channels. Especially in the context of slowing economic growth this year and changes in the policy environment, dealers are generally faced with the challenge of selling pressure and inventory pressure. In particular, a group of famous wine distributors will have greater pressure in this respect. How to break through the bottleneck of development and create new ways of growth in performance has become a problem for traditional liquor companies and distributors.

In recent years, with the emergence of emerging mainstream consumer groups after the 1980s, distribution models for various types of consumer products, including liquor, have gradually been affected. Thanks to the rapid development of the Internet, the convenience advantages of e-commerce companies have become increasingly prominent, and the online shopping user experience has been increasing. With the advantages of a flattened hierarchy and an open platform, e-commerce companies are increasingly favored by traditional industries. The traditional distributors can effectively reduce the circulation costs and quickly realize the nationwide and whole-network coverage through the channel of e-commerce.

Li Li, a liquor expert, believes that traditional channels can only grasp the trend of industrial development with an innovative mindset and carry out channel innovation in order to grasp the future. In his opinion, the new channels represent the future. Only by grasping the trend of consumption upgrades and seizing the changing shopping habits of consumers after 80 and 85 can they be highlighted in the fiercely competitive liquor market and win the favor of the market. "Turning" has become the general trend of the industry's future development.

The “Double Eleventh” online shopping festival that was just in the past is confirming this trend. On the day of “Double Eleventh,” the alcohol traders set an amazing data of 200 million yuan, which is remarkable. Among them, Jiuxian.com broke through the 60 million yuan mark and achieved a nearly six-fold increase compared to the same period of last year. This growth rate is difficult to match with traditional channels.

Analysis of the industry, Beijing sugar this time e-commerce power, in breaking through the bottleneck of their own development, but also to adapt to the general trend of alcohol consumption model transformation.