(Beijing, January 8, 2017) Today, Penguin Group, the largest paid wine member organization in China, held a two-year anniversary dinner and financing conference in TRB Copper in Beijing. Wang Shenghan, founder and CEO of Penguin Group, announced the completion of A round of financing and announced a new brand development strategy. Nearly 100 guests, media and partners attended the dinner and launch ceremony, witnessing the important moment in the two years since Penguin was founded.
This time, Penguin Group completed A round of financing of 15 million yuan.
As a wine content e-commerce company, Penguin Group has the most influential wine "we media" in China, as well as the paid wine membership club with the largest number of people and the fastest growth rate, with an annual transaction volume of 25 million. In the future, Penguin Group hopes to deeply influence users' consumption decisions through a more complete content system, member community system and selection system, and become the first entry to purchase and experience wine.
For Chinese consumers, wine itself has a vague appeal due to its cultural factors, but the public has a big obstacle in the consumption decision of "how to buy and what to buy". One is insecurity of taste, the other is insecurity of price. The first problem is mainly due to the lack of cost effective guidance on wine selection methodology. The second problem stems from the chaotic wine pricing system in China.
In order to solve these problems, Wang Shenghan, founder of Penguin Group, has produced more than 80 episodes of wine teaching video "Drunk Goose Wine Daily" (the full series can be viewed on the official account "Penguin & Cat"). With the professional background of Le Cordon Bleu Wine Management major and the guest wine critic of Berdanteau, Drunken Goose Lady decodes the obscure wine world with the way of "speaking people", summarizes the quick methodology of how to order wine, buy wine, taste wine and master the conversation topics, so as to get Xiao Bai started quickly. In addition, Penguin even set up a systematic introduction to the pricing logic of the wine industry in order to solve the price insecurity of the public consumers.
So far, the video has covered all the official wine-related entries on the video portal, Baidu Encyclopedia, and set-top boxes, with a total of more than 200 million views, and has been selected as one of the top 10 food V's on Weibo in 2016. Meanwhile, the video content is also used as teaching materials by various professional wine training institutions. Offline, the Drunk Goose team has helped more than 100 five-star hotels in Beijing and Shanghai (including the Ritz-Carlton, Hilton, Conrad, etc.) and high-end society restaurants to make wine guides, showing the Drunk Goose's personal brand on the wine list. Drunk goose Goose has become the largest wine IP in China.
Wang Shenghan (Drunken Goose Niang), founder of Penguin Group, believes that the trust in taste and price established by personal IP is the main competition barrier for Penguin Group to develop new business logic, expand scale, occupy the blue Ocean market and form a monopoly. Simply put, Penguin's strength lies in influencing people's consumer decisions. As Penguin has gained the trust of consumers in the taste and price of its wines, it has been able to tap into areas where its peers would like to but have been unable to.
Commercially, Penguin has proven its ability to influence consumer decisions through several original business lines.
For example, Penguin 200(original name: Wine Monthly order) business line, the product logic of the six-month minimum order, within the validity period, users will receive a bottle of wine every month at the price of 200 yuan. Before each month's shipment, the user has no idea what they will harvest. Those who order Penguin 200 will become members of Penguin Group and enjoy various benefits, including membership price, exclusive customer service and access to offline activities. By monitoring the re-purchase rate and transaction amount of users at all levels, after becoming members, the knowledge of wine and brand trust have been significantly enhanced and improved, and the average annual consumption of members is 5,000 yuan. Since September last year, with the increase of product lines extended by Penguin Group 200 (such as the lowest price flash purchase on the whole network, cross-border wine of famous chateau, 2000VIP order of Penguin Group), the annual consumption has shown a gradually rising trend. Currently, Penguin 200 has become the largest wine prepaid membership system in the country.
Penguin 20(also known as Drunken Goose Lady 20 Drink Card) is a new business line launched by Penguin Group, which continuously launches individual wines at the price of 20 yuan per unit in a column way. The public's distrust of cheap wines (such as those retailing for less than 5 yuan) is extremely strong, partly because of the misunderstanding of the positioning of cheap wines, and partly because of the chaos in the domestic wine market, which has led to the prevalence of cheap counterfeit wines at low prices and cheap ones at high prices. However, the brand and marketing advantages of drunk goose Lady can reverse users' stereotype of cheap alcohol. The first batch of Penguin 20's just-released product (10,000 stock) sold out immediately after it hit shelves, and the first batch of 6,000 SKUs sold out within three hours.
If the early Penguin 200 was designed to reduce the cost of choice, the Penguin 20 will change the perception that wine can be good at $20 and there is no shame in buying wine at that price. At the same time, it is close to the mass market with the largest number of users, the fastest growth rate and the greatest potential in wine consumption, and finally forms the consumption consciousness of "if you want to buy the most reliable affordable wine on the market, you should come to Penguin Group", becoming the first entrance of public wine consumption and service.
The reason why Penguin Group's cheap wine can win the trust of consumers so quickly is based on its brand influence and product cost performance: the brand comes from the most influential Internet wine content in China created in the past two years, as well as the word-of-mouth effect brought by the in-depth membership system; The product cost performance is based on the huge C-end influence brought by Penguin Group in the winery and wine merchants and other channels of bargaining power, which ultimately reduces the retail price of Penguin Group 20 wines to a fraction of the same quality wine on other e-commerce platforms. The vacancy of strong brands in the market for wine priced at 20 yuan is the biggest opportunity for Penguin Group, and the brand and product price ratio will become the strongest competitiveness for Penguin group in the market for wine priced at 20 yuan.
Therefore, in the next year's development strategy, Penguin Group will focus on building Penguin Group 20 products and marketing, on the other hand, will continue to strengthen its brand influence and improve the product cost performance:
1. Improve the Drunk Goose IP to the best wine introduction system in China: diversified content forms, including new media content, publications, and offline courses. Expand distribution channels to input information, knowledge sharing, fashion magazines, airport bookstores, wine education institutions, etc.
2. Upgrade the membership system of "Penguin 200" : improve the products, services and communities of the membership system, and open up the membership benefits of wine related consumption places in first-tier cities (such as free corkage fee and 30% discount of recommended wine in more than 100 cooperative restaurants), so that "Penguin 200" will become a passport to a large and good life.
3. Continue to use C-end influence to expand supply chain advantages: As one of the largest wine merchants with C-end user groups, Penguin Group has gained strong channel advantages. Penguin Group currently has buyer teams in almost all major producing areas around the world. In the coming year, we will further strengthen the supply chain, expand the range of wine selection and provide better quality products while improving the gross profit.
About the Penguin Group
As a wine content e-commerce company, Penguin Group has the most influential wine "we media" in China, as well as the paid wine membership club with the largest number of people and the fastest growth rate, with an annual turnover of 25 million. Penguin Group is committed to a more comprehensive content system, member community system, and selection system to deeply influence users' consumption decisions, become the first entry to purchase and experience wine.
About the drunken goose mother
Drunk Goose Niang is the most influential personal IP in the wine circle, guest wine critic of Beidensau wine tasting institution, founder of wine content e-commerce Penguin Group, 2016 Weibo Top ten food V influential blogger. He graduated from Brown University in History and Le Cordon Bleu Wine Management in France.
Drunken Goose Niang founded the Penguin Group, a wine paying member club with the largest number of members and the fastest growth rate in China, which extensively and deeply influences users' consumption decisions and becomes the first entrance to purchase and experience wine. It has produced the wine network video talk show "Drunk Goose Wine Daily", one of the eight channels of Tudou, which has been played more than 200 million times. It is the official partner of Baidu Baike wine entry and known as "the logical thinking of the wine circle". With the professional background of Le Cordon Bleu Wine Management major and the guest wine critic of Beidentesau, Drunken Goose Lady decodes the obscure wine world with the way of "speaking people", summarizes the quick methodology of how to order wine, buy wine, taste wine and master the conversation topics, so as to get Xiao Bai started quickly. The "Drunk Goose Lady Restaurant Plan" has been released, which aims to cooperate with over 100 five-star hotels and social restaurants in Beijing and Shanghai to solve the selection barriers of wine consumers by combining online and offline recommendations.
For more information, please follow the wechat account of Penguin Group: Penguin and Cat.
