“烟酒在线”商业模式研究
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摘要
随着中国人均GDP收入的提高,酒类消费领域逐渐呈现出两大特点:第一,酒类流通市场总量迅速扩大;第二,市场份额向高档名优酒集中。
酒水市场的新趋势必然对传统的酒水销售模式产生深刻影响。目前,传统的经销商代理、批发、分销仍是主要销售渠道,但随着终端的强势崛起已经开始日薄西山。直接运作市场进行深度分销、渠道下沉、终端拦截成为大部分厂商现实的选择,但高昂的运营成本和递减的边际效率也让不少厂商感到无奈。买店、包场、给开瓶费等曾经风靡的贿赂营销方式在消费者消费意识逐步成熟,自带酒水率逐步提高的今天,已经显示出穷途末路。
针对传统酒水流通渠道的现状,提出以B2C现代电子商务激活传统酒水流通行业的设想。“烟酒在线”B2C项目是由广州金泸酒业有限公司、广州英讯科技有限公司于2006年8月发起设立,以网上注册会员,电话订购产品、货到付款模式运营,2007年9月建立自有终端品牌旗舰店——“超品会”,2008年6月开始拓展全国一线城市第一站上海市,组建上海金泸酒业有限公司,作为上海运营的主要负责人,在这里我将运用企业战略理论、网络营销理论及服务营销理论,结合公司实际情况,分析如何借助电子商务平台与物流营销,实现酒水销售和消费者直接对接,并改变传统的酒水流通模式。
With the increasing of China GDP income, there are two outstanding points have been emerged in the field of wines & liquors consumption in recent years.
The first thing is that the capacity of wines & liquors market has been increased a lot, which has been far beyond our expectation. The other ting is that the consumers have paid more attention to well-known and high-end products which have got more market share nowadays. This new developing trend of wines & liquors industry will have a profound impact on the traditional sales and channel development models. Today, the traditional dealers, wholesalers and distributors are still the hard-core parts have been contributing to the industry. But within the stronger and stronger force from the retailers and consumers, the doomsday will be coming soon for them. It seems that the more realistic option for the majority manufacturers is to shape their channels. Deepen channel distribution, sink to the terminals, more direct channel solutions will be widely used by the manufacturer in future, meanwhile, high cost and declining marginal efficiency will be the big trouble to them. With the waking up of the consumer awareness, more and more consumer begins to choose bring their own wines & liquors to restaurants and entertainment places. The models of bribery such as buying shops, booking whole theater, charging open-bottles fee have shown a dead end.
In accordance with the status of the traditional wines & liquors distribution channels, we offered to a proposal of B2C e-commerce activation modern circulation traditional wines & liquors industry. 19online B2C projects has been established by the Guangzhou JinLu Wine Co., Ltd and the Guangzhou YingXun Technology Co., Ltd, it operates by the model of Internet Register, telephone ordering products, and cash on delivery. After it has been operated about one year, in September 2007, 19online established its first flagship shop in Guangzhou with a special own retailing brand-"Chao Pin Hui". And in the next year, 19online set up its first branch in Shanghai. As the General Manager of Shanghai JinLu Wines trading Co., Ltd., The writer applied the theory of e-commerce, network marketing theory, the theory of corporate strategy theory, with the actual situation, the author has analyzed how to change the traditional wines & liquors circulation model by the e-commerce platform to complete the direct docking of wines & liquors sales and consumer.
酒水市场的新趋势必然对传统的酒水销售模式产生深刻影响。目前,传统的经销商代理、批发、分销仍是主要销售渠道,但随着终端的强势崛起已经开始日薄西山。直接运作市场进行深度分销、渠道下沉、终端拦截成为大部分厂商现实的选择,但高昂的运营成本和递减的边际效率也让不少厂商感到无奈。买店、包场、给开瓶费等曾经风靡的贿赂营销方式在消费者消费意识逐步成熟,自带酒水率逐步提高的今天,已经显示出穷途末路。
针对传统酒水流通渠道的现状,提出以B2C现代电子商务激活传统酒水流通行业的设想。“烟酒在线”B2C项目是由广州金泸酒业有限公司、广州英讯科技有限公司于2006年8月发起设立,以网上注册会员,电话订购产品、货到付款模式运营,2007年9月建立自有终端品牌旗舰店——“超品会”,2008年6月开始拓展全国一线城市第一站上海市,组建上海金泸酒业有限公司,作为上海运营的主要负责人,在这里我将运用企业战略理论、网络营销理论及服务营销理论,结合公司实际情况,分析如何借助电子商务平台与物流营销,实现酒水销售和消费者直接对接,并改变传统的酒水流通模式。
With the increasing of China GDP income, there are two outstanding points have been emerged in the field of wines & liquors consumption in recent years.
The first thing is that the capacity of wines & liquors market has been increased a lot, which has been far beyond our expectation. The other ting is that the consumers have paid more attention to well-known and high-end products which have got more market share nowadays. This new developing trend of wines & liquors industry will have a profound impact on the traditional sales and channel development models. Today, the traditional dealers, wholesalers and distributors are still the hard-core parts have been contributing to the industry. But within the stronger and stronger force from the retailers and consumers, the doomsday will be coming soon for them. It seems that the more realistic option for the majority manufacturers is to shape their channels. Deepen channel distribution, sink to the terminals, more direct channel solutions will be widely used by the manufacturer in future, meanwhile, high cost and declining marginal efficiency will be the big trouble to them. With the waking up of the consumer awareness, more and more consumer begins to choose bring their own wines & liquors to restaurants and entertainment places. The models of bribery such as buying shops, booking whole theater, charging open-bottles fee have shown a dead end.
In accordance with the status of the traditional wines & liquors distribution channels, we offered to a proposal of B2C e-commerce activation modern circulation traditional wines & liquors industry. 19online B2C projects has been established by the Guangzhou JinLu Wine Co., Ltd and the Guangzhou YingXun Technology Co., Ltd, it operates by the model of Internet Register, telephone ordering products, and cash on delivery. After it has been operated about one year, in September 2007, 19online established its first flagship shop in Guangzhou with a special own retailing brand-"Chao Pin Hui". And in the next year, 19online set up its first branch in Shanghai. As the General Manager of Shanghai JinLu Wines trading Co., Ltd., The writer applied the theory of e-commerce, network marketing theory, the theory of corporate strategy theory, with the actual situation, the author has analyzed how to change the traditional wines & liquors circulation model by the e-commerce platform to complete the direct docking of wines & liquors sales and consumer.
引文
1、[美]C.W.L.希尔,G.R.琼斯战略管理,复旦大学EMBA06秋季班课件与案例
2、[美]克里斯托弗.洛夫洛克,约亨.沃茨著,郭贤达/陆雄文/范秀成主译 服务营销,中国人民大学出版社,2007.8 复旦大学EMBA06秋季班课件与案例
3、冯英健,网络营销基础与实践,清华大学出版社,第3版,2007.2
4、黄晓丹著,白酒行业市场研究报告、葡萄酒行业市场研究报告,2007-2008
5、芮明杰,中国企业发展的战略选择,复旦大学出版社,2000.8
6、[美]菲利普·科特勒著,梅清豪译,营销管理,上海人民出版社,第12版,2006.9
7、2007年国民经济和社会发展统计公报 中华人民共和国国家统计局
8、第22次中国互联网发展状况报告 中国互联网络信息中心CNNIC
9、[韩]W·钱·金[美]勒妮·莫博涅著吉宓译,蓝海战略,商务印书馆出版,2005.5
10、[美]米歇尔·R·贝叶著,张志勇等译,管理经济学与商务战略,社会科学文献出版社第3版,2003.9
2、[美]克里斯托弗.洛夫洛克,约亨.沃茨著,郭贤达/陆雄文/范秀成主译 服务营销,中国人民大学出版社,2007.8 复旦大学EMBA06秋季班课件与案例
3、冯英健,网络营销基础与实践,清华大学出版社,第3版,2007.2
4、黄晓丹著,白酒行业市场研究报告、葡萄酒行业市场研究报告,2007-2008
5、芮明杰,中国企业发展的战略选择,复旦大学出版社,2000.8
6、[美]菲利普·科特勒著,梅清豪译,营销管理,上海人民出版社,第12版,2006.9
7、2007年国民经济和社会发展统计公报 中华人民共和国国家统计局
8、第22次中国互联网发展状况报告 中国互联网络信息中心CNNIC
9、[韩]W·钱·金[美]勒妮·莫博涅著吉宓译,蓝海战略,商务印书馆出版,2005.5
10、[美]米歇尔·R·贝叶著,张志勇等译,管理经济学与商务战略,社会科学文献出版社第3版,2003.9