E-commerce low-cost strategy by the wine industry

During the Spring Festival on the eve of the white wine industry, wine companies are busy with their own business, and are also openly smashed with domestic liquor e-commerce providers, whether it is issuing a statement of non-cooperation, or penalizing dealers to secretly cut off the supply of electricity suppliers. Channels are confronted with the wine industry electricity supplier in a top-down posture. In the end what makes competitive white liquor companies so consistent and external? The domestic liquor industry has always been dominated by tier-level marketing, and the biggest selling point of liquor e-commerce is the low-priced products brought about by the flat channels, which also makes The biggest reason why wine retailers have been blocked by liquor companies.

Wine industry electricity supplier encountered wine companies blocked

With the approach of the Spring Festival season, domestic liquor companies have begun a new round of censorship of the liquor e-commerce business. It is reported that the Langjiu wine industry issued a new order for the first year of the new year, the Langjiu official WeChat expressed that there is no established cooperation with the domestic home appliance business platform, and advises consumers to buy from official channels. Almost at the same time, Jiannanchun also issued a statement saying that there was no cooperation with 1919, implying that consumers are wary of buying fake products on the website. Subsequently, Luzhou Laojiao and Guojiao 1573 issued a notice to clarify that there is no cooperation relationship with e-commerce.

If it is said that the above-mentioned enterprises are to open up tearing with the electricity supplier, Maotai's decision on the dealer's penalties seems to be more devious. The data shows that among the dealers who have been punished by Maotai, there are violations related to the supply of electricity suppliers.

In this regard, the industry sources said that whether it is five or three times to receive the blockade order or the impact of sales, high-speed and high-profile development of 1919 did attract many criticism in the industry. E-commerce as a new channel for the circulation of alcoholic beverages, like other e-commerce channels in other sectors, hopes to outperform the market at low prices, which will inevitably cause no small impact on traditional distributors. Last year, the "Double 11", 1919 and the Buying Wine Network completed a total sales of 425 million yuan, leading the liquor industry e-commerce "double 11" war of 1919, it is not difficult to explain why it will encounter such a situation.

Low prices eventually lead to "the fatal disaster"

It is reported that since the beginning of 2012, 1919 has repeatedly received orders from including Langjiu, Yanghe, Luzhou Laojiao, Maotai and Wuliangye.

It is not difficult to discover the statement made by different companies over the past few years that the release time is mostly concentrated in the sales season of the wine market. Liquor companies are not busy doing business during the peak season, and they have to stage a big show with e-commerce companies. What purpose is this for?

Informed sources disclosed that the domestic liquor market's gold sales period is basically from September to March next year, during which the festival is concentrated and the weather is cooler. Whether it is for gifts or for personal use, the demand for liquor is much higher than other months, many dealers are I hope that with these months, I will be able to earn a full performance. However, the low-priced restaurant e-commerce market entry strategy has caused the traditional dealers' profits to be impaired. In order to appease the traditional dealers, the wine companies put pressure on the alcohol e-commerce providers.

The Beijing Business Daily reporter was informed that the reason why the e-commerce e-commerce companies can sell at a low price is because their innovative business model cuts off layers of price increases and fees in the middle, reaching consumers.

It is reported that 1919 single product bar code is 7000 species, rich varieties share the pressure of gross profit, the manufacturer's single brand laziness is not strong, on the contrary, the manufacturers also lost price monopoly power in 1919. At the same time, 1919 has low gross margin requirements for liquid products, so the price can be very low. The biggest difference from traditional dealers is that the 1919 pricing strategy is consumer-oriented, market-oriented and not based on the manufacturer's guidance price.

The road from win-win to win-win is not long

From the current status of the domestic wine market, the vast majority of consumers are still in the price-sensitive phase, which is why domestic e-commerce can quickly occupy the market at a low price. However, it is undeniable that, as with household appliances, department stores and other industries, as alcohol consumption presents a low price, popularity and personalization, e-commerce will inevitably become one of the important channels for the beverage industry.

Fortunately, there are already wine enterprises aware of this. In 2015, the "Double 11", Wuliangye United 1919 launched 425ml crystal bottle, Luzhou Laojiao and Jiuxiannet launched three dazzling products, sales are doing well, let the wine Companies and e-commerce channels have tasted the sweetness of cooperation and win-win.

Liquor marketing expert Jin Yufeng believes that from the past relationship to try to cooperate today, wine companies and e-commerce are trying to start from the perspective of brand development, lower the stance to find a win-win way. In fact, the change in the domestic liquor industry must have forced the manufacturers to change from the circulation channels. The circulation channels initially felt the change of the market, gradually developed into online and offline channels to adapt to the new situation, and forced manufacturers to change. Reconstruct the new rules of the industry.

At the same time, the person in charge of an alcoholic company, who did not wish to be named, also stated that in a continuously depressed environment, the wine enterprises should learn to adapt to the development trend of e-commerce, and should not use defamation methods or target the electricity. Business enterprise. After all, the wheel of history is moving forward and nobody can stop it. Instead of co-existing in mutual slander, it is better to achieve a win-win situation from another perspective.