Tobacco And Alcohol Online Business Model Study

With the increasing of China GDP income, there are two outstanding points have been emerged in the field of wines & liquors consumption in recent years.The first thing is that the capacity of wines & liquors market has been increased a lot, which has been far beyond our expectation. The other ting is that the consumers have paid more attention to well-known and high-end products which have got more market share nowadays. This new developing trend of wines & liquors industry will have a profound impact on the traditional sales and channel development models. Today, the traditional dealers, wholesalers and distributors are still the hard-core parts have been contributing to the industry. But within the stronger and stronger force from the retailers and consumers, the doomsday will be coming soon for them. It seems that the more realistic option for the majority manufacturers is to shape their channels. Deepen channel distribution, sink to the terminals, more direct channel solutions will be widely used by the manufacturer in future, meanwhile, high cost and declining marginal efficiency will be the big trouble to them. With the waking up of the consumer awareness, more and more consumer begins to choose bring their own wines & liquors to restaurants and entertainment places. The models of bribery such as buying shops, booking whole theater, charging open-bottles fee have shown a dead end.In accordance with the status of the traditional wines & liquors distribution channels, we offered to a proposal of B2C e-commerce activation modern circulation traditional wines & liquors industry. 19online B2C projects has been established by the Guangzhou JinLu Wine Co., Ltd and the Guangzhou YingXun Technology Co., Ltd, it operates by the model of Internet Register, telephone ordering products, and cash on delivery. After it has been operated about one year, in September 2007, 19online established its first flagship shop in Guangzhou with a special own retailing brand-"Chao Pin Hui". And in the next year, 19online set up its first branch in Shanghai. As the General Manager of Shanghai JinLu Wines trading Co., Ltd., The writer applied the theory of e-commerce, network marketing theory, the theory of corporate strategy theory, with the actual situation, the author has analyzed how to change the traditional wines & liquors circulation model by the e-commerce platform to complete the direct docking of wines & liquors sales and consumer.