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

2

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