The 2021 Singles' Day Shopping Carnival officially ended yesterday. In the wine camp of major e-commerce companies, Zhang Yu has won 5 laurels on major e-commerce platforms such as Tmall, JD.com, Douyin, and Kuaishou, among which, the first place in Tmall wine stores and brands, the leading position of China's leading wine brands is more stable!
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Zhangyu won the first place in 5 of the 4 major platforms, and the performance of the mid-to-high-end series was particularly outstanding
During the Double 11 period (11.1-11.11), Zhang Yu's perfect performance has two major characteristics.
According to the authoritative statistics of the 4 major platforms, Zhang Yu won 5 firsts: no.1 in the Jingdong wine category, no.1 in the Tmall wine category brand and store double, no.1 in the wine category of the Douyin platform, and no.1 in the liquor category of the Kuaishou platform.
Secondly, Zhangyu's mid-to-high-end brands have performed exceptionally well.
The high-end product Longzhi became the first single product in the wine category to break the million in the first two hours of Jingdong on the day of Double Eleven; the mid-end product Xie Baina was on the three main platforms of Jingdong, Tmall and Tmall Supermarket, achieving brand growth across the board; and the high-end product Keya brandy also achieved a large increase in Tmall.
It is reported that in order to enhance the user's consumption experience, Zhangyu is more than a few months in advance of warehousing and logistics preparations, arrange for the delivery of eight warehouses nationwide, and do its best to shorten the waiting time for consumers to receive goods.
In addition, in addition to the headquarters of e-commerce companies, Zhangyu's three major operation centers in Yantai, Beijing and Hangzhou are also promoting the online business of major e-commerce platforms at the same time, and jointly fighting double 11.
During the double 11 period, Zhang Yu invited Wei Ya, Tu Lei and other tens of millions of fans KOL live broadcast cooperation, to help Taobao, Douyin, Kuaishou three major platform live broadcast, 12 live broadcasts hit 7 million yuan + sales, to bring surprise benefits to consumers at the same time, but also close communication and interaction with consumers.
In The 5 live broadcast rooms of Zhangyu (Hangzhou, Yantai, Beijing, Xi'an, Nanjing), the cumulative live broadcast during the Double 11 period exceeded 2100 hours.
In addition, this year, Zhangyu live broadcast room introduced virtual wisdom anchors, and virtual wisdom anchors were launched during the non-live broadcast to further upgrade brand digital services.
Up to now, Zhang Yu's sales on the Douyin platform have ranked No.1 in the wine category, and occupy the No.1 of the wine category on the Kuaishou platform. At the same time, Zhangyu Douyin and Kuaishou short videos have exceeded 50 million exposures, and the number of views in the live broadcast room has exceeded 2.8 million.
During the Double 11 period, Zhang Yu received a lot of praise from consumers on social platforms such as Zhihu Q&A, Little Red Book, and Weibo. Among them, the Weibo super topic #Domestic Goods Big Brand initiated by Zhang Yu has exceeded 56 million+.
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Accumulation and thin development, the digital transformation of a century-old national enterprise
If 2020 is the first year of Zhangyu's digital transformation, then 2021 is a year of rapid progress.
Zhou Hongjiang, chairman of Zhangyu Company, and Sun Jian, general manager of Zhangyu Co., Ltd., repeatedly mentioned the key word in 2020 as "digitalization". This year, it was also Zhangyu who officially used blockchain technology for traceability, anti-counterfeiting and market management.
In 2020, the implementation of Zhangyu's digital strategy is also dazzling - on July 30, the "Zhangyu & Tencent Blockchain Cooperation Project LaunchIng Ceremony" was held in Yantai; on September 30, the first domestic wine blockchain traceability platform - Zhangyu Blockchain Platform Phase I was launched; as of November 30 of that year, 13478760 bottles of wine traceability information have been on the chain.
The blockchain traceability platform jointly built by Zhangyu and Tencent realizes the new authentication mechanism of "one bottle and one certificate", and opens up the two-way mechanism of consumer "verification" and enterprise "anti-counterfeiting", which is also the first time that blockchain technology has been applied in China's wine industry.
This year, the "Zhangyu Quality Life +" member Mini Program has also been launched, consumers can enter the "Zhangyu Quality Life +" member Mini Program by scanning the bottle on the code, and view the relevant on-chain information in the traceability section of the Mini Program, of which the high-end product (winery wine) on-chain information includes planting, production, circulation, awards, scoring and other more than 20 traceability information, low-end products (non-winery wine) on-chain information includes product code, name, batch, production date and outbound date and other 5 traceability information.
In addition, with the help of the "Zhangyu Wine Official Flagship Store" smart retail mall to promote dealers to achieve business model transformation under the new situation, more than 1,000 key distributors have settled in. In addition, Zhangyu also joined hands with the production area regulatory authorities and Shandong wine manufacturers to jointly on the chain.
In 2021, Zhangyu continued to promote digital transformation, with nearly 20,000 smart retail mall stores and nearly one million users of member mini programs. This year, although Zhang Yu set foot on the Douyin and Kuaishou platforms for the first time, the development momentum is strong. In addition, the CreditEase and Jiuai businesses of JD.com and Tmall platforms continued to advance, increasing by more than 30% year-on-year.
In fact, as early as the 2021 Douyin 818 New Wave Good Things Festival, Zhang Yu's record has begun to show its sharp edge. Zhangyu official imported wine list store ranked fifth in the national liquor sales, wine first, the data exceeded a lot of liquor and other liquor brands, in September this year, Douyin National Brand Summit Competition, ZhangYu won the first place in the wine and beverage category, but also the vitality of the highlight. Similarly, on the Kuaishou platform, Zhang Yu's performance in recent days is also more prominent, and the single-day sales amount ranks first in the platform brand self-broadcast and brand liquor industry (including liquor, beer, wine and other liquors).
Obviously, the super achievement of the 2021 Singles Day Shopping Festival is the embodiment of Zhangyu's digital strategy and implementation.
An industry expert analyzed that Zhang Yu's performance on Double Eleven is not only the value of corporate performance. Zhangyu is enough to compete with the super big brands of liquor and foreign wine, so that the channel is full of expectations for the return of wine, so that more mass consumers have a strong interest in Chinese wine, and Zhangyu has ignited hope for the high-quality development of the wine industry.