There are only 12 days left before the 2018 Spring Festival, and this is the peak season for liquor sales. All merchants have tried their best to seize the peak sales season of the Spring Festival and achieve good results.
A reporter from Securities Daily browsed online platforms such as Jiuxian.com, 1919 direct wine supply, Tmall, and JD.com. He found that for the purpose of Spring Festival sales, merchants used gift boxes, flash sales, and low-price promotions. Regional wine companies have racked their brains to use "alternative" marketing methods to rush sales.
On the wine e-commerce platform, giving coupons, buying gifts, flash sale, etc. are still the main theme sales methods of liquor.
A relevant person in charge of the marketing department of Jiuxian.com said in an interview with a reporter from Securities Daily that during the Spring Festival, Jiuxian.com will refer to the wine company's guide price to provide consumers with genuine Moutai liquor. Feitian Moutai is limited to three time periods a day, with a price of 1,499 yuan/bottle.
In the view of the above-mentioned person in charge, the company also conducted a express countdown activity, because the express delivery was suspended immediately, and the express delivery countdown activity was coordinated with the express delivery company to let the wine sent to all parts of the country arrive home first than consumers.
In the 1919 wine direct supply, the eye-catching activity page of "New Year's goods festival, big-name wine grabs 1 yuan for 1 yuan" is on the homepage of the 1919 wine direct supply. In the super store, the super big brands are as low as 19.9 yuan, and the pictures include Moutai, Wuliangye and Jiannanchun.
In the JD wine area and the New Year’s special session of fine wine, Luzhou Laojiao’s boutique head music D9, 300 yuan off for purchases over 699 yuan, click to enter to show coupons for purchases over 150 yuan, and in addition, coupons for purchases over 399 yuan, etc., the price of Guojiao 1573 gift box is 1,888 yuan.
It is worth mentioning that although the above-mentioned e-commerce platforms have launched Spring Festival promotion activities, it is still difficult to find a bottle of Moutai that has been out of stock. Although Moutai Company stated that it will launch 7,000 tons of Moutai liquor on the market during the Spring Festival, on major platforms, 53 Degree Feitian Moutai liquor is hard to find in the list of liquors in the big promotion, and is displayed as a reservation sales on platforms such as JD.com.
In addition, relevant persons from Yanghe Co., Ltd. also told the Securities Daily reporter that although the company cannot disclose sales data for the Spring Festival, the company's products have been very popular during the Spring Festival due to consumption upgrades.
In the view of industry insiders, the liquor industry showed a recovery in 2017, and the volume and price of high-end wines increased. However, for small wine companies, their lives are still difficult, so the market competition is also very fierce.
Online liquor sales are booming and the Spring Festival atmosphere is strong. So what is the sales situation of offline regional liquor companies?
In this regard, Xiao Zhuqing, general manager of Shandong Wenhewang Wine Industry Group, said in an interview with Securities Daily that during this Spring Festival this year, the business volume of large wine users directly connected with the B2B link of the winery has surged, removing the intermediate links to ensure food safety and fidelity sales, and reducing the procurement costs of large wine users.
According to the reporter, Shandong Wenhewang Wine Industry is the first enterprise in China's wine industry to create the "industry penetration and circle marketing" model. Its essence is to increase the time and space opportunities to meet with consumer classes in all walks of life, because the frequency of contact is proportional to favorable feelings. Now it seems that Wenhewang Wine Industry has begun to achieve results from channel-driven to consumer-driven. (Source of this article: Securities Daily)
Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net
Click to register to apply to join the well-known e-commerce network - Laogao E-commerce Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Store, Jinguan Store, and other e-commerce platform merchants can apply to join!
EN
CN
