Took Ali 2 Billion Alcohol New Retail Tyrants Mainly As Service Providers.

1919 in the liquor retailing industry for many years, there are more than 1000 existing stores, and the number is increasing.

Is recognized as the new wine retail industry leader, from last October, Alibaba announced 1919 strategic investment of 2 billion yuan and 29% stake to become the 1919 largest shareholder of the day, but six months, 1919 start new retail reform also handed over the report card:

After accessing the Ali business operation system, the sales volume of 1919 Tmall official flagship store increased by 73%, the flow rate increased by 121%, and the number of fans increased by 85%.

1919, the volume of hungry traffic increased from 20 thousand to 260 thousand, an increase of 13 times; the daily orders increased from 95 to 5044, increasing by 52 times; the conversion rate increased from 2.4% to 21%, an increase of 7.75 times.

1919 in the hungry dishes business, since the formal production of orders in January 15th, up to May 23rd, there have been 25 orders for dishes in the city store, and a total of 15959 orders have been paid and the orders have been delivered. 1657705 yuan GMV has been brought through the dishes.

Warehouse Integration

At the end of last year, 1919 access to the Ali business operation system, the intuitive change is that store functions and staff roles have become rich.

Drinks sell the store and warehouse function, the clerk changes the express, uses the electric vehicle to deliver the liquor to the customer, from the order to the customer receives the goods, the entire journey may achieve 19 minutes to deliver, this is 1919 in the new retail pformation obvious change.

The trillions market of liquor has been less than 5% of electricity penetration, and the 19 minute service has satisfied consumers' immediate consumption scenario in liquor sales.

1919 Yang Lingjiang, chairman of the board of directors, said that the salesperson was unemployed during the 80% working hours. He could use this free time to be a logistics distributor, mainly responsible for the distribution of three kilometers around.

The speed of delivery increases, and consumers are more willing to spend.

This change is based on the opening of Alibaba's business operation system to the 1919 system.

Yang Ling Jiang said that the initial 1919 electricity supplier mode has two systems, and users need to find the membership level in another system after the online order is up and down.

Different levels will correspond to different prices, determine the price, and then check the store inventory, manual matching, the whole process is difficult to operate, and timeliness is poor.

Through the empowerment of Alibaba's business operation system, Ali cloud has got through the underlying technology, so that all data can be unified to the central stage, enabling member identification, inventory identification and price fluctuation identification.

The delay rate of order processing is less than 1%.

Now, 1919 orders are distributed in more than 600 cities throughout the country every day, and about 60% orders can be delivered for 19 minutes in 20 thousand cities.

1919 of the new retail mode has become the benchmark of the industry.

Interestingly, it was once known as the "public enemy of the industry" when exploring the 1919 major online sales.

"We first entered the Internet sales, the impact on the industry is very large.

Traditional dealer formats are agents in this city, or even agents in this area, or can only be supplied to several restaurants.

But the Internet has left us no boundaries.

Yang Ling Jiang described the impact of electricity suppliers on liquor retailing.

The traditional dealer's customer path is small, and the Internet can expand the edge and expand the customers to expand the territory.

In addition to being regarded as a customer grabber by the peers, 1919 of them sold a bomb on the price of the liquor.

Yang Lingjiang said, "we sell prices online to consumers across the country, and information is no longer closed, which breaks the price of traditional retailers.

For example, once a year double eleven, we have a bottle of Moutai plus Wuliangye, the price of the activity is 1111 yuan, and many places under the line to sell more than 1700 yuan.

The pparency of the price information brought about by online sales has put the uncertain price of wine in the clear, which makes traditional dealers feel a deep threat.

During this period, 1919 was unanimously blocked by the industry.

The arrival of new retail wine is a breakthrough for the ice breaking relationship between online and offline.

Through Ali business operation system empowerment, online and offline sales have changed from confrontation to division of labor.

"Breweries from the traditional anti electric business, blocking electricity providers, to do their own business, to the combination of offline, I feel that brings the whole ecological peace."

Yang Lingjiang said.

"1919 all online orders, including APP orders, Tmall orders, starved orders, are all back to offline stores, that is to say, there is no time for online to take away their online orders.

"Online orders are all back to line, and use offline stores to make pre positions, bringing customers a quick experience in logistics distribution.

"The whole industry delivers minutes in distribution, and our peers are driven by us for 20 minutes and 30 minutes."

Yang Ling Jiang said that 1919 of the new retail mode brought about changes in the liquor retail industry, but also created new consumption scenarios for liquor retailing.

"Some of the guests went to the restaurant to have lunch with their friends. They didn't drink. They suddenly said we should have some wine.

Or today brought wine, suddenly came to an elderly person, he only drank liquor.

Or three bottles of wine when you eat, you don't drink enough, the hotels are expensive, and these scenes think of us.

Yang Lingjiang said that 1919 has created a new consumption scenario for liquor retailing.

"Although these consumer scenarios don't happen very often, I can change the habit of consuming once they have used our services.

Yangling river is full of confidence in the user experience that 1919 brings to consumers.

New retail mode output

New retail sales of liquor will integrate the advantages of online and offline to increase efficiency and reduce costs. This is also the source of the vitality of new retail.

Now, 1919 will also export its new retail mode to the outside world, and Budweiser, the Yanghe River and other liquor brands will test the water one after another.

"We have slowly promoted the change of manufacturers. Budweiser's official Tmall flagship store did not sell a beer at first, but it sold for 6 times.

Because it costs only 6 yuan at a time, plus the cost of sorting materials and manpower, the cost is too high.

Yang Lingjiang said.

With the access of the 1919 mode, consumers can buy a beer at Budweiser official flagship store.

"All Budweiser orders have been cut to 1919 pre positions, sharing our stores through our system."

Yang Ling Jiang said so.

The cooperation between Budweiser and 1919 has solved the high cost of logistics and human resources in the previous retail sale of liquor, and can not meet the pain point of instant consumption scenario.

Yang Ling Jiang said that the output of the new retail mode has brought about two changes in liquor retailing.

The first is the acquisition of sales data.

"Originally, there were only a number of sales data from the manufacturer, but none of the distributors sold the data to the two batch of distributors and terminals.

After our access, the manufacturers can see the basic data of restaurants, time, types, prices and so on.

The opening of the system enables the brand to get more comprehensive data than before.

At the same time, system data provide an indispensable basis for brand wine merchants in various marketing decisions.

For example, before the opening of a smart store, the data model of the store can be made well ahead of time.

The data model is used to determine the location of retail outlets, match the sales of wines, and predict the annual sales volume by analyzing the varieties of consumers who bought wine in a certain area and the consumers' portrait.

After opening the shop, the operator only needs to optimize the adjustment strategy in operation.

1919 the second change in the new retail mode is logistics.

"We get the order of the brand, directly from the warehouse to the terminal, do not need to re-enter the warehouse of the original dealer, and the five links in and out of the warehouse are all omitted."

Yang Lingjiang said.

Apart from shortening the logistics links and saving labor costs, the key is that the brand owners worry about the problem of consigning goods will never happen again.

The liquor of the manufacturer is directly delivered to the terminal after 1919 of the logistics. Compared with the traditional dealer circulation mode, the brand manufacturers can trace the source of the liquor flow and realize the flat management.

At present, 1919 also won the digital pformation project of Shuijingfang, Wuliangye and other liquor brands, and there will be more brand access in the future.