Affected by policy adjustment, overcapacity and other factors, the liquor industry has waved goodbye to the past "ten years of glory". At the same time, wine consumption market is expanding day by day, more and more capital began to pour into this industry, the field of imported wine has become a "hot". In liquor enterprises to B2C, O2O eye covetously, still hesitate whether to enter the e-commerce "change", some wine enterprises have taken the lead "electric shock". How is the development of wine e-commerce? Can e-commerce lead wine companies out of the winter? In this regard, the reporter interviewed the relevant responsible person and the industry.
Wine e-commerce is booming
In recent years, manufacturers, distributors and consulting institutions have been increasingly enthusiastic about the pursuit of e-commerce channels. After the performance of e-commerce platforms was refreshed again during the "Double 11" last year, the bullish views on e-commerce channels have been upgraded more rapidly. Within a few years, some strong big business with long momentum has seamlessly completed the deep layout in the field of e-commerce, and Jianfa Wine is born in this environment.
"After nearly three years of unremitting efforts, at present, more than 8 million bottles of imported wines from around the world are imported and circulated through the platform." The person in charge of C&D Wine Club introduced that in 2011, C&D Wine Club was wholly established by the largest state-owned listed company in Fujian Province and C&D Logistics. It has become a wine supply chain service platform integrating wine customization, trade agency, warehousing logistics, e-commerce, distribution services, brand promotion and other services for international wine industry operators. And achieve seamless link from foreign wineries to domestic consumers.
Compared with the business model of physical stores, e-commerce, as an online virtual platform, breaks the channel barrier and is free from regional restrictions, rent, labor costs and other restrictions. Especially in personalized products and services, e-commerce has many advantages.
In addition to bringing safe, fast and cost-effective purchasing experience to consumers, the official e-commerce platform of Jianfa Winhui also establishes a good brand image and market reputation for the merchants of the alliance. Since its establishment, Jianfa Wine Club has had more than 150 trade cooperation customers and more than 3 million online limited members. It has also won the honors of key supported enterprises of the Ministry of Commerce, Top 100 Enterprises of Xiamen Service Industry, Vice president unit of Xiamen Wine Industry Association, and A-level enterprise of Xiamen Tax credit.
Wine e-commerce continues to expand
Liu Xixi, a marketing planner for the wine industry, believes that e-commerce will sweep the industry, but it is only in its early stages. He believes that with the young generation deeply influenced by network technology and education gradually entering into all levels of social management, the constraints of the early development of e-commerce (such as fidelity, logistics, talent) will be gradually resolved, and the comprehensive transformation of traditional enterprises to e-commerce will be the inevitable for all units and individuals in the whole social category in the future, and ultimately promote the e-commerce of the whole social business field.
He also said that the future of the Internet era of segmentation characteristics, will promote the refinement of e-commerce. "Through the network business, we can get accurate market data that we have never gotten before. It will realize accurate automatic statistics and analysis of the whole series of data such as consumers' hobbies, awareness, consumption cycle, consumption behavior, consumption and consumption timing, so as to meet different consumption needs."
According to statistics, the total amount of global wine online marketing in 2013 has reached 5 billion dollars, the next few years will continue to grow, the annual growth rate will be more than 30%. Online sales of French wine reached 534 million euros in 2012, up from about 705 million euros in 2013, according to data. Still, global online wine marketing totaled $5 billion in 2013, less than 5 percent of global wine sales. From this point of view, the development space of wine online sales business is very huge, the future wine e-commerce channels will continue to expand in the world. (by Liao Liang)
