![]() Or combine the most efficient delivery with the best after-sales service. For instance, to build a strong brand image use the best form of communication (e.g. This is easier said than done, but there are several possible ways to do it. Image: 2015 Decanter Shanghai Fine Wine Encounter Plus, they have to ensure their consumers will return regularly. Therefore, it is vitally important for a specialised online retailer to convince consumers to place an order as quickly and efficiently as possible. Specialised online shops can’t generate a steady demand for wine and spirits themselves, as consumers wouldn’t suddenly decide to drink more wines only because they heard about 1919 or. There is no established demand for wine and spirits in the market, and only very occasionally do people buy them. When it comes to wine, the competition is even more intense. The second trend is that the Chinese market has entered a new era, where time is deemed more valuable than money.įinding a product is no longer a problem for Chinese consumers – instead there is heightened competition between producers of similar products.Ĭonsumers don’t want shabby discounted goods anymore instead they seek for better quality and value for money. Image: 2015 Decanter Shanghai Fine Wine Encounter ‘Time is more valuable than money’ But which is cheaper, and which is more effective? Only time will tell us the answer. In this way, they hope to bring in more traffic via physical exposure of the brand.īoth methods demonstrate possible directions of the trade. Furthermore, it was quick to incorporate live streaming (the most popular form of broadcasting in China right now) to propel its brand image and host flash wine sales.ġ919, on the other hand, was keen to increase the number of its offline retail shops. went for popular culture as its traffic driver it has invited the famous actress Liu Yan to represent the brand. Interestingly enough, it seems neither of or 1919 chose to build on professional knowledge and content - the supposedly strongest suits of ‘specialised’ online shops. This vicious cycle must be broken, and the key lies in getting free or low-cost traffic. The gross profits of online shops are already very low the more they spend on bringing traffic, the more losses they can expect to take. The time has passed for specialised online wine and spirits shops to rely on paid-for traffic to secure sales, as the return on investment (ROI) is dropping. ![]() All the while, competition between websites is getting fiercer. The first trend is that the profit ratio of online traffic is dropping, meaning it’s now more expensive to get traffic. In my opinion, the winning survivor will be whoever can buck two trends of the internet right now. Many people have come to me, asking whether 1919 or will be the one left standing. ![]() Besides, many online shops selling cosmetics, cars or iPhones are willing to spend far more money on getting traffic-and they are potential competitors too. The real competition comes from the broad-scale online shops such as Alibaba and JD.com, who thrive on the basis of regular visits from mass consumers. I don’t think and 1919 are necessarily each other’s biggest enemy though. Often, we would see people siding with one, and turning on the other – with the expectation of personal gains to be made from these allegiances. ![]() (YesMyWine, the specialised online wine retailer I worked with for four years, is still struggling to figure out where its future direction will be with new investments…)Įvery move of the two tycoons could trigger reactions in the alcoholic drinks business. After waves of business busts, merges and reforms - the market seems to be left with only two tycoons: and Sichuan 1919.cn. The two tycoonsįrom budburst to blooming in less than five years, specialised wine shops have had a bumpy ride. However, most people will die tomorrow night.’ And it seems he has foreseen the destiny of specialised online wine and spirits shops. As the ‘emperor’ of e-commerce, Jack Ma of Alibaba once said: ‘Today is cruel, tomorrow is crueller, but the day after tomorrow is beautiful.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |