In the new era of alcohol consumption, how to create a deep connection with consumers and meet their drinking needs in different scenes of life is becoming an important issue. On the one hand, Jiuting 1900 relies on the three-dimensional sensibility of smart stores to eliminate customer doubts, and on the other hand, it leverages the efficiency, convenience and span of online sales to increase customer stickiness, achieve omni-channel collaboration, and realize on-demand wine delivery and instant delivery.
With the advent of the trend of alcohol consumption upgrading, high-quality new retail chain brands have also ushered in a period of rapid development.
At the award ceremony of the AIIC Awards 2023 Wine Industry Innovation and Investment Competition, Jiuting 1990 Wine New Retail won the annual award for the most valuable brand in investment. Its performance in the on-site PK of the "Future Awards" also made a group of people inside and outside the industry curious about this new wine retailer.
In the new era of alcohol consumption, how to create a deep connection with consumers and meet their drinking needs in different scenes in life, Jiuting 1990 liquor new retail has its own set of solutions.
Omni-channel collaboration
Retain hundreds of millions of potential drinkers
Previously, the China Chain Store & Franchise Association released the "2022 China Instant Retail Development Report", which shows that it is expected that by 2025, the national instant retail market will reach 12 trillion yuan.
As the battlefield of the "last mile" of consumption in various industries, instant retail is related to the tension of accelerating the penetration of brands into the market, and alcohol companies are actively seizing this opportunity.
Previously, Yanghe had carried out marketing activities on Meituan Flash Buy, China Resources Snowflake and Meituan Flash Sale to expand "product to home" consumption, and Bairun Co., Ltd. also cooperated with Meituan Flash Sale to achieve ...... sales growth during the festival
Wine companies have seen the capabilities of the instant retail platform, and they have also seen the huge young consumer group behind the platform.
Douyin data shows that in 2022, the average monthly release volume of alcohol-related content on the Douyin platform will be nearly 6.75 million, with an average monthly volume of more than 11.2 billion times. In addition to the data related to "being short** planted", the average monthly active monthly search volume of Douyin drink-related content is also very high, with more than 23.23 million times.
Zhang Qiang. Zhang Qiang, founder and CEO of Jiuting 1990, also saw an opportunity.
In 2021, Jiuting 1990, which focuses on the new retail of alcohol, received tens of millions of yuan in Series A financing from the international wine giant Pernod Ricard's Chuangxiang Huanju Investment**, and in December of the following year, it received the A+ round of financing again
Jiuting 1990 is a modern retailer of high-quality wines, not only dealing in all kinds of foreign wines and wines, but also developing various offline spaces: themed wine clubs, in-store tastings, offline storage, etc. Zhang Qiang said, "On the one hand, we can eliminate customer doubts with the three-dimensional perception of smart stores, and on the other hand, we can increase customer stickiness with the efficiency, convenience and span of online sales, realize omni-channel collaboration, and realize on-demand wine delivery and instant delivery." ”
All users need to be satisfied
Different from traditional retail channels, instant retail pays more attention to the deep binding with consumers and serves their drinking needs in different scenes in life. Through online ordering, offline physical stores or pre-warehouse provide goods, and deliver products to consumers within 30 minutes to 1 hour.
Zhang Qiang believes that the original intention of Jiuting 1990 is to build a "face-to-face" channel between major imported liquor brands and domestic consumers, so that brands can directly face domestic consumers, integrate Chinese and Western liquor cultures, integrate rich and diverse imported liquor with domestic social culture, pay attention to the research of young people's consumption behavior, and pay attention to the grasp of young consumers Xi' consumption habits and preferences.
Some people in the industry said that the current era is dominated by culture and aesthetics, and the consumption of fine wine has also entered the era of aesthetic beliefs. Consumers are paying more and more attention to consumer experience and emotional value, and good wine and beautiful life have become an indispensable symbol of high-quality life.
Consumers' demand for alcohol is often immediate, and alcohol is different from other FMCG products, and its social attributes are very strong. Zhang Qiang said.
At the beginning of 2020, Zhang Qiang led the team to deploy 1990 new retail experience stores from Shanghai, and up to now, Jiuting 1990 has 6 stores and 15 front warehouses, covering most areas of Shanghai. In the next year, the development of Jiuting 1990 Experience Store New Town will cover core cities such as Hangzhou, Suzhou, Nanjing, and Hefei.
Its new retail experience store opens up online and offline to achieve payment integration.
1. Membership unity. Consumers can place an order online and deliver it to their home or even various other scenarios, or they can go to the store to try the drink first, try it before buying.
Zhang Qiang said that Jiuting 1990 wanted to create a closed loop of new liquor retail transactions, "to attract consumers who have accumulated online to offline, through the shopping guide and introduction of offline stores, to understand and taste different liquors, choose more suitable liquors, and accumulate a certain number of offline fans;."Offline fans can also find Jiuting 1990 through the mini program or takeaway platform, and the multi-store warehouse model can achieve instant delivery and direct delivery to home. ”
It is understood that Jiuting 1900 currently has nearly 1,000 product categories, covering almost all the best-selling liquors of imported spirits and wines.
Just-in-time retail
Leading the future of alcohol consumption
In this year's competition, a total of 1,000 entries were registered, and after fierce competition, 300+ entries were nominated and 152 products were awarded.
Tao Shiquan, the specially invited co-sponsor of the Wine Industry Innovation and Investment Conference, the chairman of the AIIC Awards 2023 Wine Industry Innovation and Investment Competition, and the founder of Jiang Xiaobai, said in his speech at the award ceremony, "The concept of the whole event is not a competition, because the competition often only happens in one day, but the concept of the whole event is to support and encourage the growth of entrepreneurs through 365 days and through year after year of companionship. ”
At present, rejuvenation is becoming an important direction of the wine market, 90 95 young people's alcohol consumption growth has great potential, from the number of consumers and per capita consumption level, 90 95 consumers are showing a growth trend, young consumers have gradually become the main force of market consumption.
Wang Chen, partner of Chuangxiang Huanju Investment, once said that Jiuting 1990 was a correct attempt to attach importance to the link with consumers in the new era of wine consumption, such as opening a clear bar in a retail store, pulling new wine in a clear bar store, serving customers while spreading wine culture, and at the same time opening up online and offline, bonding users through the private domain, forming a complete sales closed loop.
Every change in the retail format is an opportunity for industry growth and category breakthrough.
As a category with high emotional appeal, users often want to be satisfied immediately. Based on the offline supply ecology and fulfillment network, Jiuting 1990 provides real-time fulfillment services, which will better help brands complete the closed loop of consumption. On the whole, beer and foreign liquor are developing rapidly in the instant retail track and are about to enter the stage of stable incomeThe liquor category still needs to improve the performance of more scenarios and cover more young users, and will also take advantage of the situation to usher in a new development pattern in the future.