摘要
白酒行业正在进入深刻的调整期,电商能为它带来怎么样的＂小清新＂？＂当小米在研发时,数十万消费者帮助出谋划策;当小米新品上线时,数百万消费者同时上线……＂小米联合创始人黎万强在《参与感》一书中这样描述。的确,互联网时代是一个消费者介入到产品各个环节的时代,小米也因此成为传统企业转型互联网的学习标杆。一瓶酒,一亿瓶,只赚一元钱最近,偏隅西南的泸州老窖酿了一款有＂参与感＂的白酒叫＂三人炫＂,它的酒瓶通体黑色,上着白色草书,字体潇洒俊逸,外包装删繁就简,
'The biggest mistake in most wine business is that they only treat e-business as one element of marketing, the place. ' said Liu Gangwei, Manger of E-business department of Songhe Wine, 'E-business is a thinking mode in the era of internet, the essence is to break and build up.' That is why Hao Hongfeng, the co-founder and CEO of Sanrenxuan, and his partners started their new business and decided to make it the 'Xiaomi of wine business'. Xiaomi, a mobile phone produce, is known as the Chinese Apple. It is a big success owe to customers' participation. In his new book Sense of Participation, Li Wanqiang, the co-founder of Xiaomi says, 'When we were researching and developing Xiaomi, tens of thousands customers were providing their advices and suggestions; when we announced it, millions customers awaited.' The participation, in Sanrenxuan team's concept, is the source of success and money.Sanrenxuan was founded by three people. Zhang Liang, CEO of Chinese famouswine Luzhou Laojiao, is a national winemaker and he himself led the winemaking team. For Luzhou Laojiao, Sanrenxuan is its big step in e-business. As wine is not as popular as it was on the table of officials' table, famous old wine brand, like Luzhou Laojiao, is facing a severe reality that they have lost their most powerful, rich and biggest support. Try e-business announced that traditional Chinese wine is striving to please young customers. The wine bottle is design by the third co-founder, Xu Yaoyuan who is the Top drinking vessel designer in China. He made Sanrenxuan's bottle modern, cool, and simple. Hao, mentioned above, is also the founder and CEO of Jiuxian.com, an alcohol-selling website. It is his idea to make Sanrenxuan the 'Xiaomi of wine business'. To achieve this goal, they did two bold things. The first is that Sanrenxuan produces only one wine which is the last thing a wine company would do. Even a small company will have more than ten wines. The other is that Sanrenxuan just earn 1 RMB out of every bottle, and they plan to earn 100 million RMB by the end of 2014.
