On June 27, this public account published an article titled "Why I Am Not Bullish on Wu Xiangdong's 'Dida' E-commerce," which sparked widespread discussion in the liquor industry. Yang Wuyong, the project leader of the liquor alliance "Dida," wrote this article in response to that piece, elaborating on the core commercial values of "Dida." He believes that truth becomes clearer through discussion and hopes that Mr. Wu's "Dida" can truly realize its envisioned business blueprint.
This year, the "Liquor Industry Heroes Alliance," led by Wu Xiangdong, chairman of Huaze Group and founder of Jindong Capital, has undoubtedly become the focus of the liquor industry; and just recently, the Dida business platform, which carries the "blueprint" of the alliance's trillion-yuan business volume, has also surfaced, causing unprecedented shock in the liquor industry.
What is even more noteworthy is that, as of now, the "Liquor Industry Heroes Alliance" national tour has only completed 17 sessions, yet the number of allies with annual sales above 10 million yuan, including many with sales over 100 million yuan, has already exceeded 6,000. This truly forces the liquor industry to ponder: amidst the endless emergence of new models, why is Dida e-commerce the only one so sought after by channel distributors?
The answer is simple: only value can make participants follow. So, what value does Dida e-commerce bring to allies and the industry?
Value One: A Decentralized "Highway"
In recent years, various liquor e-commerce platforms have emerged, with B2C, O2O, and B2B models appearing one after another, dazzling the eye.
But it must be pointed out that Dida e-commerce has an essential difference from these platform models: decentralization. Whether it is the B2B or O2O business of the platform, the initiators are the platform's users, not the Dida platform itself. This is similar to Alibaba's large platform, which only provides users with a vehicle for doing business. This is also the biggest difference between Dida e-commerce and those centralized platforms that focus on integrating their own resources and redistributing existing stock.
First, the "Liquor Industry Heroes Alliance," a new community gathering ten thousand major distributors, follows the path of "traditional industry + internet" business transformation; therefore, investing substantial funds and human resources to develop and upgrade systems is essential.
Second, Dida Technology has already spent tens of millions of yuan on system development; obviously, this cost cannot be borne by a single distributor; but through the "Liquor Industry Heroes Alliance," the cost per member is only about 10,000 yuan. Alliance members are naturally willing to move their business to the online platform.
In this way, platform users get the internet+ business transformation, and Dida Technology gets big transaction data. This is a typical sharing economy model, and traffic costs are naturally low.
In the future, small Bs and terminals will also be included in the entire platform. They will no longer have to go to wholesale markets to purchase goods; they can simply choose from a vast array of products and services on Dida e-commerce, and also receive financial support. That is their need and pain point.
With the future integration of O2O, helping small Bs bring in huge consumer traffic will create a brand-new ecosystem.
Value Two: Not Just "Stock" Transfer, but "Incremental" Expansion
It must be pointed out that among the many liquor e-commerce platforms, only Dida e-commerce was established after first having a base of thousands of elite channel distributors; this is fundamentally different from the model of first having a platform and then integrating distributors.
The Heroes Alliance proposed to first use liquor as an entry point, then open up the online wholesale entry for FMCG; this path is correct, and success is only a matter of time.
Wu Xiangdong has recently also proposed the concepts of trillion-scale and big data. In this e-commerce platform, hundreds of millions of consumers, tens of millions of stores, and tens of thousands of major distributors will gather, generating massive amounts of data. These data are the most valuable.
In the internet age, what Wu Xiangdong is doing is connecting. Connecting high-quality resources, connecting surplus resources, connecting communities, connecting more and more major distributors, connecting cooperation between famous liquor factories, major FMCG manufacturers, and allies—this is what no one else has done. The day the 6,000 major distributors are connected is the day the project succeeds; there is no need to doubt it. Creating a Dida Technology B2B+O2O platform is a reasonable path, and it is unreplicable.
Value Three: Not Destroying the Ecosystem, Protecting the Interests of Industry Chain Stakeholders
The "Liquor Industry Heroes Alliance" proposes not to confront, insists on allying with upstream and downstream, does not plunder distributor interests, and maintains the liquor industry ecosystem. The business logic of the Dida e-commerce platform built on this foundation is also to protect the interests of industry chain stakeholders.
First, it does not exploit product price differences from platform users. As mentioned earlier, Dida e-commerce is a decentralized platform, a free-trade "market" between users, which is fundamentally different from many centralized platforms that exploit the interests of both ends.
Second, it maintains the price system of famous liquors. This is the basis for platform users (allies) to obtain higher-quality product resources, and the introduction of high-quality resources and the elimination of inferior resources is itself the product optimization and upgrade for distributors; their comprehensive competitiveness naturally improves.
Third, it maintains the original upstream and downstream interest chains of platform users (allies). In the sharing economy era, we should utilize a large amount of surplus resources in the industry to integrate and release them. Agents have a large number of warehouses, vehicles, personnel, and other resources that can be shared and mutually supported, rather than destroying the existing traditional pattern.
Fourth, even when the platform business extends from B2B to O2O, the strategic plan proposed by the Dida e-commerce platform to serve more than 10 million retail terminal outlets will be completed by localized users (allies), not by the Dida e-commerce platform itself.
In short, from the production end to the terminal retail outlets, Dida e-commerce always aims to help them achieve value enhancement by reducing costs, optimizing services, and improving efficiency; not to mention the derivative business needs that this efficient organization will bring to industry chain stakeholders in the future, which have even more room for imagination.
Value Four: An "Empowering" Value Platform
As the ancients said: "Those who follow the Way have many helpers!" And the essence of business competition is also competition among people.
In an organization, to gain support from more individuals, both interests and emotions need to be satisfied. But in today's liquor industry competition, we overemphasize marketing techniques and business model pros and cons, while neglecting that human value is the core value; but the "Liquor Industry Heroes Alliance" is an exception.
Wu Xiangdong has repeatedly emphasized that this new community is "connected by heart" rather than "connected by profit," which is a significant shock to an industry accustomed to calculating gains and losses.
The "Liquor Industry Heroes Alliance" gives allies not only interest needs but also an emotional, warm organization. "Participation, unity, inclusiveness, eagerness to learn, dedication, and sharing"—these twelve characters are the core value proposition of alliance members. And the "Liquor Industry Heroes Alliance" is not just slogans; internal routine information exchange and sharing, offline interactive activities, and a series of practical knowledge training have already benefited allies. In addition, setting up love funds to donate to allies in difficulty, advocating allies to organize their own "new tribes," etc., has already transcended the commercial sphere and returned to giving back to society.
In commercial organizations, for the release of individual value, incentive principles are no longer sufficient; the "empowerment" principle is advocated. The "empowerment" principle emphasizes stimulating individual interest and motivation to achieve value release. Clearly, the "Liquor Industry Heroes Alliance" and the Dida e-commerce platform based on it provide allies with both commercial and emotional enhancement, fully reflecting the "empowerment" principle.
The birth of Dida e-commerce is a signal of industry innovation. This is a reasonable path. We are optimistic about the development of Dida e-commerce and the Heroes Alliance. We hope that "Dida" will "arrive" soon.
At the request of many distributor friends, the third B-end e-commerce inspection class of this public platform will visit three platforms—Wanshang Yizhan, Yunbao Shangmeng, and Weijie Chengpei—from July 9 to 12. Distributor friends interested in transformation can join us for on-site inspections:
Organization Format
- Company visit
- Actual market case visit
- On-site explanation
- One-on-one communication
Participating distributor friends only need to pay a registration fee of 200 yuan. Time: July 9-12, 2016. Location: Changsha, Xiamen.
Interested distributor friends can register by long-pressing the QR code below.
When adding friends, please reply "Third Registration".
Previous Inspection Enterprise Cases:
Yishang Logistics Model Inspection (Second B-end E-commerce Inspection Group Yishang Logistics)
Caiba Model Inspection
Jinhuobao Model Inspection
Beiquan Model On-site Inspection
Piduoduo Model On-site Inspection
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