99葡萄酒节的思考Aftermath of 9/9 Global Wine & Spirits Festival
栾大伟 也买酒
Mr. Davis Luan, Yesmywine Group
9/9后观察Post 9/9 observations
1
2
低价竞争到消费升级
From low price competition to Trading up
线上人造节到行业整合From online artificial Festival to Industrial Integration
电商是否是葡萄酒发展的未来Is e-commerce the future of Wine business?
高效零售渠道属性;方便、快捷、有效的消费体
验
High efficient retailer nature;
Convenient, fast, effective consumer
experience
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与葡萄酒品牌分散、渠道碎片、文化属
性高的特色高度契合
That fits with the scattering brands,
fragmented channels and high cultural
attributes of wine.
2传统意义的电商
Traditional e-commerce
移动互联快速发展The rapid development of Mobile internet
作为供应链管理、企业内部运营、客户管理、消费
者服务的工具
A tool of supply chain management, internal
operation of firms, CRM and serving consumer
3 电商不仅仅是渠道E-commerce is not only about channels
“新零售”New retail10月13日,2016年阿里云栖大会,电商鼻祖“马云”在演讲中表示:“纯电商时代很快会结束,未来的十年、二十年,没有
电子商务这一说,只有新零售,也就是说线上线下和物流必须结合在一起,才能诞生真正的新零售。
Originator of E-commerce, Jack Ma had announced the death of pure e-commerce and indicated the new era of
new retail, a way combines o2o and logistic on 13th October during an IT summit.
酒类“电商”的发展趋势Trends of Wine E-commerce
毫无特色的电商会逐步消失
Disappear of e-commerce players with few
characteristics
无品牌认知和用户忠诚的电商将逐步消失
E-commerce without brand recognition & loyalty will die
不会再有烧钱模式的电商
No more cash burn e-commerce
消费体验、消费粘性
Consumer experience, consumer stickiness
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纯线上发展的瓶颈:情感属性;专业服务要求;相对低频难
成大单品;酒类的场景消费主流特征
Bottleneck: emotional attribute; low expertise; low
purchase frequency,
few explosive SKU; Occasional consumption prevails
线下的机会:占据主流渠道、自我革命的意识、资本与
经验积累、80后主导经营
Opportunity offline: take up main channels, self-
revolution, Capital & experience accumulation, post 80s
generation assumes the leadership
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渠道属性:流量不再是核心价值,复购率才是
Channel attribute: traffic is not core, re-purchase rate kings
工具属性:传统行业+互联网
Tool nature: traditional industry+ Internet
谢谢Thanks
全国最佳酒类零售商World’s best wine retailer
也买酒集团Yesmywine Group