In the wave of recovery of the consumption environment and increasingly rational consumption concepts, how to maintain sustained growth and regain confidence in growth has become a topic of common concern for the whole industry, so 6.18 is also of great significance to the wine industry.
2023 6.18 Recap:
Strong growth in turnover across categories
According to last year's Jingdong Liquor war report, from 20 o'clock on May 31 to 24 o'clock on June 18, the turnover of Jingdong Liquor increased by 80% year-on-year, and the number of users increased by 60% year-on-year.
According to the data, the turnover of craft beer and fresh beer increased the most, with a year-on-year increase of 210%; followed by Ningxia wine, with a year-on-year increase of 170%; The turnover of white spirits increased by 120% year-on-year; Finally, liquor increased by 80% year-on-year.
As a representative of traditional Chinese liquor, Moutai, Wuliangye and Yanghe rank among the top three in the liquor sales list. Among the wines, the sales of the top ten brands such as Changyu, Penfolds and Lafite have reached new heights. In terms of the sales list of foreign wine brands, 10 major brands such as Remy Martin, Hennessy, and Martell are on the list. With the improvement of national living standards, high-quality, big-brand beer has gradually entered the lives of consumers. In the beer brand sales list, 10 major brands such as Tsingtao Beer, Budweiser, and Yanjing are on the list.
Live streaming boosts the 6.18 promotion
Experience is key
In addition to price reductions and service improvements, e-commerce platforms also strengthened the role of live streaming in the entire promotion process last year, with Tmall launching the first live wine festival in Moutai Town, Renhuai City, Guizhou Province. Ten brands, including Renhuai Sauce Liquor, Yelang Ancient Liquor, Huaizhuang Liquor, etc., from Moutai Town, collectively opened stores and started broadcasting, and the anchor immersed netizens to visit wineries and cellars to experience the liquor culture.
Taotian's advantages in the field of live broadcast have been further strengthened this year: according to a number of media reports, on the evening of May 20 this year, Tmall 618 was launched, and the new vertical expert "Wine Sister" in Taotian only exceeded 100 million yuan in 43 minutes, and sold 30,000 bottles of Moutai in less than an hour; The GMV of Jiuxian Liangge's live broadcast room exceeded 100 million, with 1.63 million viewers and a total of 27,000 orders. As of the end of May 20, Jiuxian Liangge's live broadcast room has exceeded 100 million yuan four times.
Compared with the first hour of the 618 promotion last year, the sales of Tmall wine live broadcast increased by more than 30 times, and the year-on-year increase on the first day was 1300%.
"Actually, I don't feel much cheaper," Mr. Zhang, who often buys wine online, has his own ideas, and not all consumers buy the promotion of the e-commerce platform, "I don't plan to buy a bottle of wine this year, on the one hand, I don't feel that I have gained much benefit, on the other hand, these e-commerce companies are now only announcing the growth rate, who knows how much wine they have sold, I feel that most people in 6.18 are just joining in the fun, it is difficult to say whether they really bought wine." ”
Compared with the thousand-layered routine of online e-commerce, OTO's alcohol e-commerce consumption has become the choice of many consumers: although e-commerce platforms such as JD.com have been able to achieve same-day delivery of "order in the morning and arrive in the afternoon", consumers now prefer to be able to get the goods within 1 hour.
"Just-in-time retail" has become the new favorite of consumers
When it comes to the OTO consumption model of alcohol, it is natural to avoid the emerging consumption format of instant retail.
Instant retail is a high-time-sensitive home-to-home consumption format based on the instant delivery system, which is a typical new retail format and consumption model. The main characteristics of instant retail are "online ordering, offline fast delivery", and the high quality of life brought by high-quality products.
At present, the instant retail business model is divided into a platform model and a self-operated model. Among them, the instant retail platform does not directly own the goods, and does not have its own offline stores or pre-warehouses, and attracts offline supermarkets and other physical stores to settle in through the establishment of an online transaction matching platform. The instant retail platform provides traffic entrance and distribution logistics support, and the goods are completely owned by the offline merchant stores on the platform, and the offline stores are responsible for picking and packing, and the platform matches the takeaway brother to pick up the goods in the store, and finally delivers them to the consumer to complete the shopping process.
When it comes to the instant retail track of alcohol, Meituan's crooked horse delivery is inseparable.
Since its opening three years ago to the beginning of this year, the Crooked Horse Wine Delivery Market has covered Guangdong, Sichuan, Shaanxi, Chongqing and Beijing, with 400 stores nationwide, and the transaction volume has increased by 600% year-on-year. In 2024, the goal is to open 1,000 stores and achieve annual sales of 3 billion.
Through direct cooperation with liquor brands, control of the supply chain, and self-built distribution system, Crooked Horse Delivery has achieved instant retail of four categories of liquor: beer, liquor, red wine and foreign wine.
However, compared with the big brother of the new retail of the wine industry, Yijiu Yijiu (hereinafter referred to as 1919) still has a long way to go.
From order to delivery, it can be done in 19 minutes - this is the "19-minute speed" proposed by 1919.
From the first store opened in Chengdu in 2006 when 1919 liquor direct supply was directly supplied, to the strategic investment from Alibaba in 2018, the completion of 2 billion yuan in Series C financing, and then to the launch of 1919 food and drink consumption scene today, the number of stores has exceeded 5,000, and the annual transaction volume has exceeded 10 billion.
It can be seen that under the general trend of more rational mass consumption and more involution of industry development, only by mastering end customers and strengthening services can we win more market share.
On the other side of the expansion and growth of e-commerce, alcohol has also begun to differentiate between traditional e-commerce and interest e-commerce platforms. At the same time, many brands have gradually shown a trend of "migrating" to live broadcast platforms such as Douyin and Kuaishou, and even built their own live broadcast e-commerce platforms to strengthen their own e-commerce channels to master market terminals and reduce their dependence on large platform traffic.
At the same time, there are still many consumers who choose to buy alcohol through traditional channels, and Ms. Zhang, who runs a cigarette hotel, said in an interview with Wine Magazine: "Those customers who pick up goods in boxes still recognize us and basically don't go elsewhere to buy them." Don't look at the rapid expansion of those online stores, but many operators do not know as much about alcohol as we do. Maybe they buy beer, foreign wine or something online orders more, but buying liquor is still very acceptable to us. ”
While online shopping is quick and easy, traditional channels still have irreplaceable advantages in providing specialized services and personalized experiences. Therefore, while pursuing innovation, liquor brands and e-commerce platforms should also attach importance to the integration and cooperation with traditional channels to jointly promote the healthy development of the liquor industry.
Consumers are also becoming more and more rational in the face of alcohol e-commerce and event promotions. They don't just focus on price concessions, they also value product quality and shopping experience. Therefore, alcohol brands and e-commerce platforms need to continue to innovate and improve product quality and service levels to meet the growing demand of consumers.
文、编 | Victor