---
title: "News: Jingjiu, Wuliangye, and Moutai Launch Online E-commerce Platforms—Is Building Your Own Platform a Trap or a Windfall?"
description: "As liquor e-commerce expands, major baijiu companies like Jingpai, Moutai, and Wuliangye are building their own online platforms to boost B2C business. Industry insiders see this as a trend, but challenges include high costs and potential conflicts with offline distributors."
author: "New Distribution"
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published: "2016-09-26"
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# News: Jingjiu, Wuliangye, and Moutai Launch Online E-commerce Platforms—Is Building Your Own Platform a Trap or a Windfall?

> As liquor e-commerce expands, major baijiu companies like Jingpai, Moutai, and Wuliangye are building their own online platforms to boost B2C business. Industry insiders see this as a trend, but challenges include high costs and potential conflicts with offline distributors.

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As liquor e-commerce business continues to expand, some baijiu companies have realized the importance of online channels and have successively engaged in online marketing. It is understood that some first-tier baijiu companies and brand liquor companies such as Jingjiu have also built their own e-commerce platforms, starting to increase B2C business. **Jingpai built its own e-commerce platform Jingpai Mall, Moutai also created Moutai Cloud Merchant, and Wuliangye built its own Wupinku e-commerce platform.** Industry insiders believe that traditional liquor companies increasingly regard e-commerce as part of marketing, even as an important support for traditional marketing. However, building self-operated e-commerce also faces an awkward situation: on one hand, costs are high, and on the other hand, there is a possibility of conflicting with offline distributors' interests.

> **· First-tier baijiu companies build their own e-commerce platforms ·**

On September 9, domestic health liquor brand company Jingpai officially launched its independently operated official mall—Jingpai Mall—becoming the first domestic health liquor manufacturer to "build its own mall." Wang Jun, manager of Jingpai's Internet Platform Department, stated that Jingpai Mall is positioned as the only comprehensive official portal for communication, transactions, and interaction between Jingpai products and brands and consumers in the Internet world. At the same time, Jingpai also stated that this is an enrichment of the company's O2O marketing model and a core advancement of Jingpai's established "big e-commerce" strategy.

In fact, first-tier baijiu companies such as Moutai and Wuliangye began preparing their own e-commerce platforms as early as last year. In 2012, Moutai launched Moutai Mall; in 2014, Moutai Group E-commerce Co., Ltd. was established, starting O2O business. In June last year, Moutai also held a shareholders' meeting and approved the "Investment in Construction of E-commerce Company IoT Cloud Merchant" plan. It is understood that Moutai Cloud Merchant has now been launched. Moutai stated that Moutai Cloud Merchant is an important part of Moutai's full industry chain big data, specifically including Moutai Cloud Mall, Cloud Distribution, Cloud Sales, and IoT traceability anti-counterfeiting systems.

Wuliangye, in October last year, announced plans to raise 2.3 billion yuan for projects including informatization and e-commerce platforms. It is understood that in July this year, Wuliangye's own e-commerce platform "Wupinku" was officially launched in Hangzhou. In addition, liquor companies such as Yanghe have even acquired e-commerce companies, and it is not ruled out that they have plans for independent listing.

Industry insiders say that from the current market layout, large baijiu companies building their own e-commerce platforms is becoming a trend.

## **Jingpai Mall Launches: Can Liquor Companies Break Through in Liquor E-commerce by Building Their Own Malls?**

"Jingpai Mall is positioned as the only comprehensive official portal for Jingpai products in the Internet world, and is the only portal for brand communication, transactions, and interaction with consumers," said Wang Jun, manager of Jingpai's Internet Platform Department, on the first day of the mall's launch.

In fact, the launch of Jingpai Mall is not only an enrichment of the company's O2O marketing model but also a core advancement of Jingpai's established "big e-commerce" strategy.

2010 was a key year for the development of e-commerce in China, and it was also that year that Jingpai officially entered Taobao Mall, expanding the company's development territory to e-commerce. In subsequent years, it successively entered more than ten third-party platforms such as Tmall, JD.com, Yihaodian, Suning, Gome, and Amazon through "third-party mall operation," and cooperated with channels such as JD.com's self-operated platform and Tmall Supermarket through third-party professional e-commerce companies using an "authorized sales" model, initially achieving an e-commerce market layout with "B2C" as the main sales model.

Now the official launch of Jingpai Mall also marks the second step of Jingpai's "big e-commerce" strategy, that is, realizing the company's willingness to directly participate in the e-commerce market with "zero intermediate links." It can be said that the establishment of this "O2O" marketing position will allow Jingpai, as a liquor company, to more conveniently, quickly, and effectively understand, control, and respond to the market and consumers in the future.

"The most direct manifestation of building a self-operated e-commerce channel is that it can more intuitively 'clarify' the prominent price confusion problem in the current e-commerce market for consumers: the phenomenon of large price differences for products in different regions and channels will become more transparent and consistent under the guidance of the manufacturer's price benchmark based on the mall. Thus, the complementary combination of online price guidance and offline physical sales system will bring consumers a better consumption experience. At the same time, the deeper significance lies in that with the launch of Jingpai Mall and the gradual improvement of subsequent functions, it will help the company better grasp consumer resources and big data advantage analysis. Through direct communication and dialogue between the company and consumers, consumers express their true needs and real thoughts, feed back to the company, and thereby promote us to manufacture better products and provide better services. It can be said to be two-way interaction, killing multiple birds with one stone," Wang Jun added an explanation of the functions Jingpai Mall will play in the future.

Of course, an unavoidable topic is that as a new sales channel, how to face the practical problem of "competing with distributors for profits" also tests the wisdom of Jingpai's marketing personnel. In this regard, Wang Jun said that unlike the starting point of most existing liquor companies building their own malls, Jingpai's self-built mall, in addition to serving as a sales channel, is mainly positioned as a "platform for depositing online and offline user data" and a "platform for online and offline user interaction."

For example, through the CRM system of Jingpai Mall, it will be possible to connect all members across the network, classifying and managing members from Jingpai's various sub-brand WeChat official accounts, online flagship store members, and other groups according to consumer source, consumption habits, region, etc. By attracting offline customers to effectively participate through research activities, online member activities, and offline activity online registration, collecting offline user data, thereby further increasing the consistent experience and interaction stickiness of users with Jingpai, and thus better helping the transformation and development of offline channels.

## **Wuliangye E-commerce "Wupinku" Officially Launches, Aiming for 1.8 Billion in 3 Years Then Independent Listing**

Text丨Peng Wei, Chief Writer of Jiuye Jia

On July 28, Wuliangye's e-commerce platform "Wupinku" was officially launched in Hangzhou, marking the official start of Wuliangye's own e-commerce platform, with manufacturers and distributors fully "getting online," entering a new era of sales model upgrading. It is understood that Wuliangye's e-commerce platform is quite different from Moutai's e-commerce company model. They will adopt a more novel, three-dimensional, and complete "Wuliangye" + third-party company (Internet) + distributor "brand + platform + channel" model, and plan to complete a sales target of 1.8 billion yuan by 2018 before independent listing.

**After nearly a year and a half of preparation, Wuliangye e-commerce officially launches**

Two years after Moutai established its e-commerce company, Wuliangye's e-commerce platform "Wupinku" was launched in Hangzhou on July 28, 2016, and Wupinku (Hangzhou) E-commerce Co., Ltd. was also established on the same day. On the same day, Wupinku officially entered Yihaodian. It is understood that Wuliangye's e-commerce platform "Wupinku" is an O2O landing model e-commerce platform that is quite different from Moutai's vertical e-commerce. They adopt a "Wuliangye" + third-party company (Internet) + distributor "brand + platform + channel" manufacturer-distributor integration model, that is: with the Wuliangye brand building an official trading platform as the core, with Internet PC e-commerce mall and mobile shopping APP as the carrier platform, with distributors' traditional sales area network points as sales and distribution channels, with Wuliangye products marked by exclusive QR codes as exclusive sales products, adopting a "unified online transaction + decentralized offline distribution" sales model, constructing a Wuliangye "e-commerce" + "store commerce" Internet e-commerce sales platform with "unified planning, unified construction, unified management and control, and unified profitability."

**Pilot in East China, adopting "1+P+Z" operation model**

Jiuye Jia reporters learned that Wuliangye's e-commerce platform Wupinku will be piloted in the East China market, one of Wuliangye's double hundred billion markets, adopting the "1+P+Z" (Wuliangye + regional platform provider + terminal distributor) model for trial operation. At the same time, Wuliangye authorized the East China Marketing Center to fully organize distributors from Anhui, Shandong, Jiangsu, Shanghai, and Zhejiang to establish an e-commerce platform company in accordance with the requirements of unified planning, unified construction, unified management and control, and unified profitability. This company is the "1" in "1+P+Z," which is Wuliangye's official e-commerce platform, namely the "Wupinku (Hangzhou) E-commerce Co., Ltd." that appeared for the first time today.

"P" is Wuliangye's regional platform provider. This platform provider is the regional product sales, distribution, and service provider recruited by the East China Marketing Center in various provinces and cities. It is understood that regional platform providers will, under the organization, integration, and management of the East China Marketing Center, through the platform company's marketing and technical support, establish terminal distribution systems and regional sales teams in their respective regions. Regarding regional platform providers, Wuliangye has set the entry threshold as: 2 million yuan cooperation funds + having direct sales channels and key network points.

It is worth mentioning that some distributors have reported that Wuliangye's e-commerce platform will be independently listed in the future. After passing Wuliangye's assessment, these regional platform providers will not only enjoy the right to share profits from the e-commerce platform but will also become original shareholders of the platform's listed company in the future. This is quite attractive to distributors.

"Z" is the terminal distributor of Wuliangye's e-commerce platform. It is understood that terminal distributors are terminal sales and distribution network points that are directly under, self-built, or directly controlled by regional platform providers, and are the core force of offline decentralized distribution in Wuliangye's e-commerce system. Terminal distributors are recruited by regional platform providers themselves, and the platform company provides regional platform providers with policy, plan, financial, and other support to complete the distribution service of products purchased by consumers. The entry conditions for terminal distributors are having rapid distribution capability within a 3-kilometer range and being a distributor or sub-distributor that has cooperated with Wuliangye for more than 3 years.

**Synchronized with terminal retail prices, may launch e-commerce exclusive products**

Reporters learned that Wuliangye's e-commerce platform products and prices will be synchronized with traditional channels, and in the future, exclusive products for e-commerce channels may be launched.

In terms of products, Wuliangye divides the e-commerce platform's products into two parts: main products and development products. All products sold by the e-commerce platform company are various products owned by Wuliangye Company, with 52-degree Wuliangye as the core, including core products, series products, fruit wine, and other core self-operated products. At the same time, Wuliangye's e-commerce platform will also appropriately configure high-end commemorative wines and custom wines for the high-end market. After the e-commerce platform stabilizes and grows, they will also sell other products under Wuliangye, as well as non-baijiu products.

**Development plan released: 200 million this year, 1.8 billion by 2018**

The e-commerce platform's sales target for 2016 is 200 million yuan, starting sales in 100 key regions in four provinces and one city in East China, with an average sales target of 2 million yuan per region this year. In 2017, Wuliangye's e-commerce platform aims to achieve sales coverage in all second-tier and above cities in East China, with a sales target of 600 million yuan, a growth rate of 200%. In 2018, it aims to achieve sales coverage in all county-level and above cities in East China, with a sales target of 1.8 billion yuan, and a compound growth rate of 300%. At the same time, Wuliangye will conduct independent listing operations based on the three-year operating status of the e-commerce platform, thereby entering the capital market.

Tian Zhuopeng, a liquor e-commerce research expert and deputy general manager of Beijing Zhengyitang Strategic Consulting Agency, commented on Wuliangye's e-commerce platform and its model: "Wuliangye's e-commerce platform has three major highlights:
1. Integration of manufacturer, platform, and e-commerce;
2. Partnership system of manufacturer, platform, and e-commerce;
3. F2B2C direct connection."

Tian Zhuopeng pointed out that from the trend perspective, e-commerce channels will have a 20%-30% market share in the future. The establishment of Wuliangye's e-commerce platform adopts a "Wuliangye + Internet + distributor" manufacturer-distributor integrated e-commerce model. One of the purposes of this approach is to integrate Wuliangye and distributor resources into a new sales network that directly sells products from the manufacturer to consumers, while also using the Internet and traditional channels closely to seize market share, thereby competing with competitors for dominance, and also solving the contradiction between e-commerce channels and distributors. It is indeed a good move.

## **Moutai's Online Target of 2 Billion, 500 Million in Two Months of Trial Operation: Is Building Self-operated O2O a Windfall or a Trap?**

Text丨Weijiu Team, Edited by Gu Debai

Recently, Moutai Cloud Merchant training sessions have begun to be held in regions, which means Moutai e-commerce has officially entered a stage of vigorous promotion. Weijiu reporters exclusively learned that since the end of June, the "Moutai Cloud Merchant," which carries Moutai's e-commerce dream, began trial operation, and in July and August, it achieved sales of 500 million yuan.

It is reported that in these two months, Moutai Cloud Merchant achieved the launch of 400 distributors online, completed more than 7,000 orders, of which about 4,600 orders were picked up by consumers at specialty stores, and more than 2,400 were delivered by specialty stores.

With the full cooperation of offline distributors and Moutai's strong brand appeal, the development of Moutai Cloud Merchant seems smooth, and it seems that a successful case of liquor companies building their own e-commerce can be seen. However, can Moutai's path be replicated? The pitfalls of Moutai Cloud Merchant may just be beginning.

**Moutai's big e-commerce strategy**

As early as 10 years ago, Moutai established its own online mall, fully direct-operated, and it developed lukewarmly. In August 2014, Moutai upgraded the e-commerce department under its sales company to the group's "e-commerce company," beginning to vigorously promote the upgrade of the e-commerce platform model.

**Weijiu reporters exclusively learned that Moutai Cloud Merchant's target this year is 2 billion yuan, and next year it must complete 5 billion yuan.**

Regarding the positioning of Moutai Cloud Merchant, Moutai internally believes it is different from all current e-commerce platforms, and also different from large e-commerce platforms like JD.com and Alibaba. Looking at relevant materials of Moutai Cloud Merchant, it can be found that **Moutai Cloud Merchant's approach is: consumers order online, and nearby distributors deliver nearby**.

That is to say, Moutai Cloud Merchant hopes to integrate existing Moutai distributors and specialty stores, using the existing offline distributor system to deposit consumer data, making consumer shopping more convenient.

**Advantages and difficulties behind it**

Weijiu reporters interviewed several Moutai distributors and found that there are still many difficulties in the promotion of Moutai Cloud Merchant.

**First is the cost issue. Distributors said that the highest cost in e-commerce is the last mile delivery, which is very expensive. Delivering a few bottles of wine leaves almost no profit, and there is no official subsidy.**

It is reported that last year, the official planned profit sharing, but this year it is all given to distributors. Even so, distributors still have motivation issues. Moutai Cloud Merchant itself has no logistics, and distributors have high costs to complete this last mile.

**Second, there are some situations that run counter to current distributor operations. The official mall has relatively low pricing on some products, while distributors hope to obtain more profits and hope the official can help raise market prices rather than lower them, especially when Moutai is currently in short supply.**

In addition, some distributors expressed a concern: currently, customer acquisition on the cloud merchant platform is promoted by distributors at their own expense and effort, but ultimately customers place orders through the platform, and there is a risk of customer loss because of the proximity principle. Once beyond their delivery radius, customer loss may occur.

In fact, the most important points are still two: first, the issue of customer acquisition. The cloud merchant itself has no traffic, and the help to distributors is not obvious. Second, Moutai wine itself is not enough to sell, and distributors are not very anxious.

Of course, reporters also found that Moutai Cloud Merchant is taking some measures to increase distributors' enthusiasm for participation. For example, the issue of additional product quotas. Distributors said that Feitian Moutai still follows distributor quotas. If additional quotas could be given, it is believed that enthusiasm for participation would instantly increase. But currently, for other products, there are quotas. And for some products that are not easy to sell, through the platform, it is equivalent to not having to stock up, which actually alleviates the pressure of purchasing non-best-selling products.

Moutai's advantages are also obvious. Consumers have a strong demand for authenticity. **Some distributors said, "We will definitely actively participate in Moutai's e-commerce strategy, because ultimately being able to directly face consumers and better serve consumers is a long-term trend that cannot be avoided. There is no major cost to invest at present, and it can be gradually optimized."**

**Is self-built e-commerce for the liquor industry a windfall or a trap?**

It is believed that most people hold a negative view on this matter. After all, whether installing an APP on a mobile phone or embedding a mini-program in WeChat requires extremely strong demand stickiness, strong enough that consumers are willing to pay the time cost for it.

In this regard, **the more consistent view is that most liquor companies find it difficult to achieve this**, **but when it comes to Moutai, some people are hesitant because Moutai is scarce and the demand for authenticity is strong, and the Moutai Cloud Merchant APP provides such a traceability and authenticity function.**

Moutai internally believes that **Moutai Cloud Merchant is not simply an APP, but seeks cooperation with Tmall, JD.com, and Vipshop, and all desired websites must be linked**. According to the official explanation, it seems that Moutai hopes that all online Moutai orders will be delivered through the offline distributor system.

Moutai believes that the cloud merchant platform is an information dispatch center for distributors, putting all online and offline user resources on the network for dispatch. Then let consumers first find the nearest specialty store for delivery nearby. Second, they can find the best service and the best distributor for delivery. Third, they can find the most trusted distributor for delivery. There are three choices.

In this regard, some distributors said that even so, when consumers trust the platform, choices can be ignored. Consumers will definitely choose to trust the entire cloud merchant platform before buying wine on it.

This is the difficulty encountered by Moutai Cloud Merchant, and also the difficulty of many self-built e-commerce platforms. Even other companies face greater difficulties. However, the benefits of self-built e-commerce are also obvious, and many liquor companies are rushing in one after another.

Liquor companies building their own e-commerce, obtaining consumer data deposition, and ultimately being able to provide personalized and in-depth brand services to consumers is an attractive prospect. But at the consumer level, the motivation is much weaker, which goes against the logic of "diversified consumer needs."

**Wang Chaocheng, chairman of Shengchu Consulting, said in an interview with the media: "Consumer needs are diversified. They can buy clothes, buy computers. Diversified products meet diversified needs, so it is difficult for consumers to be vertical in a certain category, and even more difficult for a certain brand."**

**Some experts said, "Relying on strong brand appeal, facing consumers directly, and connecting online and offline distributor systems is possible for Moutai. Integrating distributors rather than bypassing them avoids fundamental interest conflicts and is worth learning from."**

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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2016-09-26
- Canonical: https://xinjignxiao.com/en/articles/news-jingjiu-wuliangye-and-moutai-launch-online-e-commerce-platformsis-b-c4c54453/
- Original source: https://mp.weixin.qq.com/s/9iZKewWdUbt3qniUlr2Mag

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