Jiang is also eyeing the "wine takeaway", but young people are unwilling to place an order?

Editor/Chen

Recently, Jiang launched the "Bottle Planet Drinking Company" in a low-key way, appearing on the take-away platforms such as Meituan and Hungry, and supporting small programs to order food. Not long ago, Bloomberg quoted people familiar with the matter as saying that the wine take-away platform "Jiu Xiaoer" is seeking a new round of financing of about 200 million US dollars, which may elevate this startup to the status of a unicorn.

It is undeniable that with the surge of young people's love for wine, in the past few years, alcohol e-commerce and wine take-out have also increased by an order of magnitude, and the epidemic has also helped consumers accept online channels.

But in fact, the impact of the Internet was not very successful at one time. Traditional tobacco and liquor stores and large chain stores have always dominated, and the scenes of young people drinking tend to be social pubs, bars or restaurants.

In this context, is it a good business to deliver wine to your door?

One weekend evening, it was raining in Chongqing, and Shanshan and her boyfriend were too lazy to go out. After ordering a hot pot on the take-away platform, they wanted a drink on a whim. Shanshan found the newly-opened chain brand store "Bottle Planet" after searching for "wine" on the take-away platform. When she opened it, ginger's wine was mainly wine, as well as some imported beer and red wine.

Seeing that new users have various subsidies and the price is much cheaper, Shanshan finally placed an order.

This is the first time Shanshan sells wine outside, but it is probably the last time. "There are too few cases where you need to sell wine outside. This time it is completely cheap."

"Bottle Planet" actually comes from the brand "Jiang", the first generation of new consumer drinks. There is little official publicity about this, but according to the official account of WeChat, the official bottle planet focusing on wine take-out should have been born around June 2020.

According to the zinc scale, the official account of WeChat at that time, formerly known as Jiang's club, was renamed as "Bottle Planet" on June 12, 2020, and was renamed as "Bottle Planet" one month later.

At present, "Bottle Planet" is not only launched on take-away platforms such as applets and Meituan, but also its offline experience stores are open at the same time. Small programs focus on alcohol e-commerce and express transportation; The offline experience store settled in the takeaway platform, focusing on wine takeaway.

According to the zinc scale, the products sold by Bottle Planet on the take-away platform are mainly products of Jiang Company, including flavored fruit wine with "Fruit Cube" as the main, Chongqing wine with "Jiang" as the main, and some mixed wines. The price of products is mostly within 100 yuan, especially for home-made products, many of which are as low as 20 yuan, and take-away food also comes with wine glasses.

Compared with the products launched on the take-away platform, the categories in the applet mall are more single. At present, we only sell our own products, mainly classified as white wine, fruity wine and rice wine. There are only two kinds of rice wine, but whisky and custom wine are not available for the time being.

Compared with ginger, whose marketing efforts are gradually weakening, this new brand is aimed at young people from style to product. Its small program is more obvious, not only founded the community "wine circle", but also launched a wine review.

According to the introduction of "Micro-Wine Century" from the media, as a new player of wine take-out, the volume of "Bottle Planet" presents the spectacle of "two worlds of ice and fire". On the one hand, it is the cooking oil pounded by many online celebrities, on the other hand, it is the official cloud cover and silence.

And the data on its applet is not "amazing". Except for one green plum wine, the sales volume reached more than 1 1,000 pieces, and most other products sold around 1 piece, especially its liquor category. Among the online 1 pieces, the sales volume of 1 piece did not exceed1piece. There are two kinds of rice wine products, one of which has a sales volume of 0.

Obviously, one year has passed, and the "bottle planet", which focuses on wine take-out, doesn't seem to splash too much.

In fact, compared with Jiang, who just entered the "drinks take-out" track, the players such as Jiu Xiaoer, 19 19 and Wang started earlier.

Established on 20 10, Brewmaster. Com launched the O2O strategy as early as 20 14, and launched the APP "Wine is coming"; As the earliest liquor distribution enterprise with offline stores in China, 19 19 liquor direct supply also proposed "instant retail".

But in the past two years, it is actually difficult for this track to get out of a "head". The main reason is that the player's advantage is not obvious and the homogenization is serious.

On the one hand, at present, players mainly pay attention to the delivery speed. Wine Xiaoer proposes that it takes no more than 25 minutes from the time when the user places an order to the time when the wine is delivered to the customer, so as to meet the customer's "buy and drink" demand; 19 19 claims to provide customers with the fastest 19 minute service; "Here comes the wine" and even shouted "9 minutes delivery" as a publicity stunt. Although some of them set up offline pre-warehouses, set up the same city distribution team, and some cooperated with the head distribution platform, the final gap was not obvious.

"For many young consumers nowadays, the delivery speed is not so important. Because if you care about immediacy, consumers have faster access. After all, many community convenience stores already have a high alcohol content. " An observer of wine tracking believes that the pursuit of wine delivery speed may actually be a misunderstanding in the industry. There are two kinds of general drinks consumption, one is planned consumption, that is, banquets and so on. It needs to be planned very early, so there is little demand for instant delivery; The other is impromptu consumption. "In the latter case, consumers definitely have certain requirements for the delivery speed, but it does not mean that which one can become a choice in a few minutes, because the difference is not too big. Comparatively speaking, what is more important should be the product category and price. "

But in fact, the liquor of each platform is also seriously homogenized, mainly traditional liquor such as liquor, wine and beer, as well as emerging categories such as fruit wine and slightly drunk low-alcohol liquor. As for brands, "these platforms generally include well-known domestic wine brands and relatively popular foreign brands. Domestic brands are mainly liquor, while foreign brands are mainly beer and red wine. " A liquor agent told the zinc scale, "It's not easy to classify and think of new tricks."

As for the price, the above-mentioned agents believe that "unless the scale benefit of the platform is large enough, it is difficult to improve the bargaining power of the platform, and it is not easy to get customers at a lower price."

As wine critics have written before, "the concept of' shortening the supply chain, reducing costs and giving back to consumers with cheaper products' promoted by such platforms is not so easy to achieve. Taking liquor as an example, at the moment when the main products of famous wines have uniform standard prices, any e-commerce platform has lost the space for free play in the retail price. "

In fact, in addition to the fact that the players have not found the "unique weapon", this track has been tepid and there are reasons at the market level-delivering wine to the door may not be in line with the drinking habits of young people today.

Xu Wei, a wine industry consultant, once pointed out in an interview with the media that it is not just needed to deliver wine by take-away and convenient delivery, or it is not just needed by high frequency, so it is difficult to become a mainstream consumption pattern.

In Xu Wei's view, "the mode of wine take-away distribution can be used as a supplement to consumption, which is related to the fact that take-away distribution cannot cover more consumption scenarios."

If a little observation is made, it is not difficult to find that young people have now extended drinking to new scenes such as bars and pubs, and "wine" has become a social currency with strong new social attributes. Although there was a wave of drinking at home during the epidemic, once the situation stabilized, young people preferred to walk into bars.

"To tell the truth, many young people now drink not only for the sake of wine, but for the sake of that atmosphere. Therefore, we prefer to go to various bars rather than take-out and drink at home. " Mianmian, 25, is a frequent visitor to various bars and pubs. In the past two years, she found that bars that are more inclined to the drinking habits of European and American countries are emerging in China, attracting the attention of young people. "Young people's drinking scenes are constantly expanding, and it is difficult to become the first choice for takeaway wine."

The data can also confirm this point-according to the statistics of yost Sullivan, except for the overall decline due to the epidemic in 2020, the overall scale of the pub market has greatly increased, with an average growth rate of over 8% from 20 15 to 20 19. It is estimated that by 2025, the overall market scale will reach183.9 billion yuan.

When young people's alcohol consumption habits become more and more scene-oriented, the competitiveness of "wine takeaway" becomes weaker and weaker. After all, when young people walk into a pub, who wants to stay at home and wait for wine?