Alcohol E-Commerce Joins Double 11 Melee

The upcoming double 11 will make a comeback in recent days. Numerous e-commerce businesses are promoting various promotions and promotions. However, in addition to several major e-commerce giants, a number of emerging e-commerce companies have also begun to join the group, including alcohol vertical distributor Jiuxian.

It is understood that Jiuxiannet has begun to prepare to join the "double 11" e-commerce melee. In this regard, some people in the industry believe that with the development of economic development and lifestyle changes, the sales methods of liquor products that have been brought to the market through traditional models such as distribution agents have encountered bottlenecks, and more and more alcoholic manufacturers are eager to develop new marketing methods. channel. Liquor e-commerce has therefore developed rapidly in the past few years, and holidays including “Double 11” have also become a key breakthrough in its marketing.

Investing 100 Million to Prepare for "Double 11"

As we all know, every holiday will lead to e-commerce wars, compared with Jingdong, Gome, alcohol e-commerce appears to be more calm, and now, Jiuxian network has a high profile appearance, and generously against the "double 11".

It is understood that in order to meet the "double 11", Jiuxian network has been fully prepared. Jiuxiannet not only invested 100 million yuan in the supply of goods, but also filed records in many aspects such as warehousing, logistics and website operation capabilities.

According to Jiuxianwang.com, in last year's "Double 11", due to the underestimation of consumer demand, leading to a serious "stocking shortage" of Jiuxian.com. In the first few hours of the activity started in the early morning, several thousand bottles of Wuliangye and Luzhou Laojiao that were originally stockpiled were sold out. In the case of severe shortage of stocks, the “Double 11” brewery network in 2011 was still obtained. The same day sales of 10 million yuan results.

After summing up the experience, Brewmaster decided to upgrade this year’s “double 11” event.

The head of the Jiuxiancheng Mall Division told the “Securities Daily” reporter that Jiudianwang’s overall volume this year was more than ten times that of last year, and he also prepared a variety of specialty products for “Double 11”. The warehouse has also been expanded 10 times, from 5,000 square meters to 50,000 square meters, and the number of people has increased from a hundred people to more than 700 people.

As a result, analysts inside the industry said that under the premise of adequate stocking, it is difficult for the goal of achieving sales targets for the first day of 100 million yuan for the “double 11” liquor e-commerce business. However, unlike other consumer goods, liquor products are sold in the e-commerce model. The most questionable aspect is still fidelity, especially in the golden period when the volume of goods is rapidly rising.

Liquor sales model has been overturned by industry experts, said that e-commerce channels will become the main channel for liquor sales in the future. If Jiuxianwang can achieve the goal of “double 11” over 100 million, it may become a landmark incident that subverts the liquor sales model.

In fact, under the influence of various factors such as drinking high-end liquor, drunk driving, and the macroeconomic situation, this year's liquor market in China is not optimistic. Manufacturers have pressured distributors to boost performance, but the market has digested The increase in alcoholic beverages has not been affected. Instead, it has been reduced due to various factors. The contradiction between liquor manufacturers and distributors has intensified.

Under such circumstances, although there are many objective restrictions on the commercialization of liquor, the development of e-commerce channels has become the focus of the next stage of the wine industry, and powerful companies have chosen to build e-commerce channels, such as Maotai and Wuliangye; Enterprises that do not have sufficient strength to build their own e-commerce channels choose to cooperate with existing e-commerce platforms. This is also the reason for the rapid development of liquor e-commerce this year.

Liquor marketing experts commented on Jiuxianwang’s preparation for “Double Eleventh”. The wine e-commerce led by Jiuxianwang actively prepared for e-commerce “double eleven”. In addition to performance expectations, the more profound reason was to expand the influence. force.

According to data from the China Electronic Commerce Research Center, as of June this year, the number of online users in China reached 214 million, an increase of 23.7% year-on-year, and the scale of online shopping transactions has exceeded 500 billion yuan.

However, due to the late arrival of alcohol-based electricity providers, the market size of online shopping in 2011 was less than 2 billion yuan, which was in the trial stage for the 500 billion yuan online shopping retail market. However, the scale of the online shopping market for alcoholic beverages has become significantly larger. The growth is expected to reach 3.8 billion yuan by the end of the year and by 6 billion yuan in 2013. Some even claim that B2C may occupy about 50% of the market share of the traditional alcoholic beverage industry in 10 years.