Alibaba Pushing 9.9 Tmall Global Liquor Festival Ma Yun Why Make The Liquor Plate?

Recently, why do Alibaba, Jingdong and other electronic business platforms concentrate on "drinking" liquor? A well-known wine business operator told reporters that drinks are daily consumer goods, the potential of e-commerce platform in this sector is great, and for liquor companies, hugging electricity providers can also expand sales channels.

Moutai officially enters vip.com, Wuliangye and Jingdong push together

Strategic upgrading of cooperation

Positive push "9.9"

Global Wine Festival...

The liquor industry's recovery is stronger and stronger, attracting the public electronic business platform to "gold rush".

Reporters learned from vip.com that since August, vip.com and Moutai group's Moutai electric providers have reached official strategic cooperation, and Guizhou Moutai officially entered the vip.com.

In September 5th, the "Moutai group day" appeared on the vip.com platform, and a number of alcoholic products such as "flying Moutai 53 degrees" and "Guizhou Daqu 53 degrees" were launched.

However, the reporter noted that in the introduction of the Moutai wine introduced in the sale, "platform cooperation merchant delivery" did not display the number of stocks as vip.com sold in other commodities.

A person familiar with the matter said that the current way of cooperation between Moutai and vip.com is to use vip.com's platform to manage orders and deliver goods and channel management from Moutai's electricity supplier headquarters.

The person said that the next step on this basis of cooperation, Moutai hopes that the platform of vip.com will connect with Moutai's existing online and offline networks and channels, and complete a comprehensive docking. "The future is the division of labor between vip.com, Moutai and distributors, each doing their strengths, and the order will be borne by Moutai itself."

Vip.com also told reporters that vip.com's "huge traffic introduction" will bring great impetus to the development of Moutai's e-commerce. Meanwhile, "Moutai's official direct delivery will ensure the authenticity of goods and shopping efficiency from the source."

More and more wine enterprises began to exert their efforts on the channel of e-commerce, and the cooperation cases between wine enterprises and electronic businesses are increasing.

In September 5th, Wuliangye chairman Liu Zhongguo communicated with Jingdong CEO Liu Qiangdong to further deepen the cooperation of e-commerce platform, and the two sides are ready to promote strategic cooperation upgrading.

Jingdong and Wuliangye, which reached a strategic cooperation in 2014, are like the two sides' "escalation of love".

According to the BOE reporter, the two sides will integrate each other's "top level resources" on the basis of holidays and other important nodes, and launch the promotion of Wuliangye in the Jingdong ecosystem.

According to incomplete statistics, in the past year, 11 liquor companies listed on the A share have cooperation with the comprehensive electronic mall Jingdong, Tmall, and professional wine sales website, such as brewmaster network and 1919 electric providers.

In the recent marriage between wine companies and e-commerce platforms, there are still more inbound players. Tmall and Jingdong have even created a "9.9 drinks Festival" for the wine platform of the electronic business platform.

It is reported that Tmall and Tmall introduced 100 thousand wine products from 50 countries and regions. The Jingdong supermarket announced the establishment of a "liquor authentic alliance" with Moutai and Wuliangye's domestic and overseas beverage brands, and signed strategic cooperation with the internationally renowned wine group TWE, Lafite and Bacardi to expand the Chinese wine market.

In the industry view, the electricity providers have recently started competing for the layout of the liquor sector behind, one is the revival of the liquor industry stimulation; on the other hand, online liquor sales "plate" is too small.

In the past, wine companies were not compatible with the electronic business platform, but now they turn to "love".

The foregoing wine business operator told reporters: "drinks are daily consumer goods, and the potential of e-commerce channels in this area is great. The platforms are also equivalent to online hypermarkets. As a daily category, drinks are settled in, and they are also building new channels, merging online and offline, and forming complementary advantages with traditional channels."

In fact, Tmall and Jingdong have developed rapidly in the field of wine.

According to the data released by Jingdong in October last year, Jingdong began selling the first bottle of wine in 2012. Last year, Jingdong's total sales volume reached 5 billion 600 million yuan, and the sales target of Jingdong liquor in 2016 was 10 billion yuan. "In October 2015, the proportion of sales of alcohol sold in mobile terminals reached 66%, while in early 2015, the figure was less than 40%."