Since the beginning of this year, major vertical e-commerce companies in China have been in trouble. On August 20 12, the famous brand discount network was closed, and Weimian, which mainly engaged in high-end socks, closed down. 20/kloc-in June/February, Red Kids, which mainly deals in maternal and child products, was acquired by Suning for $66 million. Alcohol e-commerce is still alive and well during this period. Alcohol e-commerce started at 20 10. According to statistics, there are more than 100 websites with independent domain names and platforms in the alcohol e-commerce market, among which comprehensive alcohol websites include B2C websites such as Brewmaster.com, Jiuduo.com and Jiubu.com, and specialized alcohol websites include B2C websites such as Youbu.com, Jiumei.com, drinkers, wine circles and wine exchanges.
Among many alcohol e-commerce websites, there are not many well-known alcohol e-commerce. At present, Brewmaster. Com and also buy wine are recognized by consumers and investors. 2065438+September, 2002, Brewmaster. com completed the C round of financing, and obtained the capital injection of 200 million yuan from Beijing Woyan Capital Management Center and other institutions. This round of funds raised by Brewmaster Net will be used to build warehouses in different places, improve the quality of logistics, build its own distribution team, and further consolidate the company's leading position in the liquor sales and service industry. This is the second time that Brewmaster. com has won the favor of the capital market after 20 1 1 two rounds of financing.
At present, alcohol e-commerce is difficult to be satisfactorily solved because of the damage in the process of commodity transportation, which leads to the development of alcohol e-commerce is much slower than other commodities. In this regard, Hao Hongfeng believes that e-commerce is an irreversible trend, and the emergence of Brewmaster Network caters to the needs of e-commerce.
In advertising marketing, Hao Hongfeng has taken great pains. Unlike some e-commerce websites, which spent a lot of money on advertising promotion and traffic, they borrowed a boat to go out to sea and innovatively invented the "implantable interactive advertising" model. In May this year, after brew master. com became the exclusive agent of Henan Dukang Liquor in the field of e-commerce, the eye-catching words "Buy Du Kang, go to Brewmaster. com" appeared in CCTV advertisements, and a similar classic also happened in a dream of red mansions in Yibin. Du Kang and A Dream of Red Mansions spend more than 80 million yuan on CCTV every year, and Hao Hongfeng saves more than 65.438+600 million yuan on CCTV every year. He predicted that in 20 13 years, Brewmaster's advertising fee on CCTV will reach more than 65,438 billion yuan, but he will still achieve impressive results without spending a penny.
In the marketing mode, "openness and cooperation" is another magic weapon of Hao Hongfeng, which creates a "vertical+platform" cross-e-commerce mode. When the e-commerce war between JD.COM and Gome was in full swing, Hao Hongfeng timely chose to reach a strategic cooperation with Dangdang to become the exclusive operator of its liquor channel. JD.COM, Tmall, Kuba, QQ Online Shopping and Gome Online have also become cooperative distribution platforms in Brewmaster.
Since its launch, Brewmaster has invested huge energy in developing the supply chain, and has successively signed strategic agreements with nearly 100 well-known wineries in China, purchasing directly from wineries at the price of the highest-level dealers, reducing product circulation links, reducing costs and benefiting consumers to the maximum extent. Hao Hongfeng's marketing strategy is to "make money with kindness, build a good relationship with * * * and win the future with * * *". The clever Hao Hongfeng has a well-thought-out plan. He strictly controlled the sales proportion of all online platforms, and scientifically maintained the sales volume of Brewmaster Net official website at 60%.
Choose the appropriate market entry point and incite the capital market with the mode of competition and cooperation. 20 12 August, Brewmaster. Com first launched the "individual agent small group purchase" model in Beijing, and then copied it to Shanghai, Guangzhou and other cities with high online shopping coverage. "Personal agent small group buying" is to attract more target people to buy Brewmaster's alcoholic products, and finally form a group buying behavior in the name of personal agent in Brewmaster. Brewmaster. Com launched the mode of "individual agent small group purchase", integrated online and offline marketing resources, and further expanded the coverage and share of Brewmaster. The sales of com and its alcoholic products in the national market. This model also provides a good boost for the performance growth of liquor e-commerce. It is reported that Brewmaster Net's "individual agent small group purchase" model has achieved initial results.
Bao Fan, CEO of Huaxing Capital, fully affirmed and recognized the co-opetition mode of Brewmaster Net: "Brewmaster Net is an excellent and steady e-commerce company with obvious advantages in product supply chain, talent reserve and management, especially the increasingly perfect' co-opetition' mode, which leads the development trend of the industry and will become a great driving force for Brewmaster Net to achieve sustainable development."
The following is the performance of Brewmaster online: 20 10, with sales exceeding 100 million; 20 1 1 annual sales exceeded 500 million yuan. It is estimated that the sales in 20 12 will reach 2 billion yuan. The online wine selling mode of Brewmaster. com broke the traditional inherent mode of national generation, provincial generation, city generation, county generation and distributor, and reached a strategic cooperation with manufacturers to get goods directly from them, thus compressing the traditional circulation link, lowering the commodity price, benefiting consumers and making them the most direct "porters" of drinks. This move not only eliminated the fake wine from the source, but also avoided the high cost brought by the price increase. In fact, some retailers even turned to Brewmaster to shop online. Brewmaster Net's brand-new sales model subverts the long-standing traditional model, subverts the traditional pricing model and price system, and becomes a sharp weapon for Brewmaster Net to stand firm in the liquor market.
At present, Brewmaster. Com joined hands with Wuliangye, Langjiu, Maotai, LU ZHOU LAO JIAO CO.,LTD, Baimazhuang, Mutong Zhuang, Changyu, Great Wall, Fenjiu, Aster, Fenjiu and other well-known enterprises 10000 and more than 0/0000 kinds of colorful wines, offering a taste feast for Brewmaster. com。 10000 square meter modern logistics storage center with tens of millions of yuan background technology system is a solid rock for Brewmaster netizens to lead the future of the industry; Tens of thousands of transactions are made every day, with an annual growth rate of 500%. This is the true return of Brewmaster users' love for consumers, employees and shareholders, and it is also a commitment to consumers with their own strength.
Looking into the future, Hao Hongfeng, CEO of Brewmaster Network, has a broader vision, aiming to be the first liquor retail network in China and strive to realize the dream of billions.
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? Hao Hongfeng, a native of Shaanxi, holds a master's degree in Tsinghua University. At present, he is the chairman of Shanxi Baishi Liquor Group Co., Ltd. and the chairman of Beijing Brewmaster E-commerce Co., Ltd. ... Hao Hongfeng was born in rural Shanxi, influenced by Shanxi merchant culture, and was born with a keen sense of business. 10 years ago in Shanxi's early thirties, now it has accumulated billions of net worth. A year ago, an MBA course in Tsinghua University stimulated his interest in e-commerce, so he boldly set up Brewmaster Network across the border.
? -20 12 10 was written in ancient Tongzhou1October 26th.