What is the cross-border business of traditional wine merchants?

Sinopec will cross the border again and will open a pub to sell wine.

Sinopec will once again cross the border and open a pub to sell liquor. Although Yi Jie Zhen Bar is called a bar, its essence is a liquor chain store. The reporter was informed that Jane Tavern operates a variety of brands, including well-known liquor, domestic and foreign wine, beer and foreign wine. Sinopec will cross the border again and will open a pub to sell wine.

Sinopec once again crosses the border, and it will open a pub to sell wine. 1 Sinopec, which is "cross-border addiction", will cross the border again. This time, I will open a specialty store at the gas station to sell wine.

On May 28th, the liquor store "Yi Jie True Pub" built by Sinopec relying on Yi Jie convenience store in the gas station was unveiled at Tao Qiu Road gas station in Hangzhou, Zhejiang. At the same time, Sinopec Yi Jie announced that it would use 27,800 convenience stores nationwide to open a "Yi Jie Real Tavern" according to local conditions.

Since its establishment eight years ago, relying on the channel advantages of Sinopec, Yi Jie has become a dark horse in the convenience store industry. But the establishment of liquor franchise stores is a bigger step than before. Can consumers get used to this kind of shopping? Can wine and oil be safely stored? These are the problems that Yi Jie Jane Tavern has to face.

The oil boss sells wine

Before the establishment of liquor franchise stores, Sinopec had a good time playing cross-border, making bottled water, making functional drinks and opening coffee shops ... and each time it became a hot topic through the huge contrast with its main business. This time, the social doubts are even greater: can oil sellers really sell good wine?

In fact, Sinopec Yi Jie has rich experience in selling wine, and has also tasted the sweetness.

As early as 2008, the producers and importers of French Duke wine cooperated with Sinopec Henan Petroleum Branch and sold them in the gas station convenience store of Sinopec Henan.

20 10 China petrochemical signed a strategic cooperation agreement with Kweichow Moutai to sell Moutai exclusively at more than 5,000 China petrochemical gas stations nationwide. At the same time, the Great Wall wine counters have also entered the Sinopec gas station, and these Great Wall dry red wines are also marked with the signs and logos of Sinopec and Yi Jie.

In the following years, wine brands have been cooperating with Sinopec Yi Jie, and there are more and more wine varieties on the shelves of convenience stores in Yi Jie. This also allows Sinopec to see new business opportunities. It is no longer satisfied with just helping others drink, but rushing straight out of the runway.

20 14 China Petrochemical Yi Jie and Maotai * * * jointly established Guizhou Laimao Liquor Co., Ltd., with Yi Jie as the second largest shareholder, holding 30% of the shares. After six years of cooperation, Lai Mao has gradually grown into a single product with sales of 654.38 billion+0 billion. According to public data, in 2020, Laimao will achieve sales volume of 5 million in 57 cities and10 million in 22 cities through the channel of Sinopec Yi Jie. In just 20 18, the terminal sales of Laimao in Yi Jie accounted for 69% of the total sales.

With the deep cooperation with Maotai, Sinopec once again saw the rich dividends in the liquor market and the "easy-to-use" liquor selling channels in Yi Jie convenience stores. Subsequently, Sinopec and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. jointly launched the liquor brand, hoping to replicate the success of Laimao.

Generally speaking, the profit rate of wine is about 10%, that of Maotai is about 30%, and that of foreign wine is about 15%, but in comparison, the profit rate of refined oil is only 6%. Wine is more valuable than oil, which may be one of the reasons why Sinopec is keen to sell wine in recent years.

Selling wine is a good business.

Since Yi Jie convenience store itself is a good retail channel for alcohol, why set up "Yi Jie Jane Pub" to sell alcohol?

An industry insider said in an interview with Huaxia Wine News that the establishment of "Yi Jie Real Pub" is equivalent to centralized planning of drinks originally collected at the terminal, and there is huge room for realizing the flow. As a traffic platform, Sinopec Yi Jie has a large number of closed and fixed customers, and its channel advantages are obvious.

A report in Southern Metropolis Daily also mentioned that some second-line brands or first-line brands of second-line beverage products have inherent high exposure in Yi Jie convenience store of Sinopec under the condition of insufficient brand influence, which not only provides more traffic for products, but also makes it easier for products to complete transactions due to high cost performance.

Let's take a look at how much money Huazhi Liquor, a liquor seller listed on the A-share market, has earned in the past two years. Last year, the net profit of Huazhi Liquor Store was 675 million yuan, up 865,438+0.03% year-on-year. In the first quarter of this year, the net profit of Huazhi Liquor Industry was 249 million yuan, a year-on-year increase of 30.39%. The revenue and profit of Huazhi Liquor Company have soared since last year, mainly from several aspects: more outlets and more good wines.

The most profitable business of Huazhi Liquor Company comes from acting as an agent for high-grade liquor such as Mao (Taiwan) 5 (grain liquid), especially Maotai, which is the "shoulder handle" of Huazhi Liquor Company's revenue. And Yi Jie knows all about the cooperation experience with Maotai, and there are also many ways. It is feasible for Huabiao Hotel to open a hotel.

Some analysts believe that "Yi Jie True Pub" may become a channel for low-priced wine storage. After all, in the gas station scene, wine is not a shopping bag but a car trunk. In addition, car owners have the habit of filling up the fuel tank before holidays, and they will stop by the "Yi Jie Real Pub" to buy holiday wine when refueling, which is also in line with consumption habits.

In addition, in recent years, the performance of convenience stores in Yi Jie is average, which may also be a motive for Sinopec to set up a "real pub in Yi Jie", hoping to gain a second growth point.

According to public data, in 20 18, the average annual revenue of a convenience store in Yi Jie was about 2.2 million yuan, while in 20 17, the annual revenue of a single store of the whole family was about 3.68 million yuan. The gap between Yi Jie and 7- 1 1, Rosen and other head convenience stores is even greater.

In 2020, the average efficiency of the top 20% convenience stores in China will reach 76 yuan/m2/day, and Yi Jie will reach 63 yuan/m2/day. In the case of a certain gap with peers, how to improve profits and achieve overtaking in some corners is particularly important.

A survey article in China Youth Daily pointed out that although beverages only account for about 10% of the sales of convenience stores in gas stations, they are an important profit growth point. Therefore, increasing the sales scale of high-profit liquor can significantly increase profits and effectively increase the income of a single store.

Although it is still in the experimental stage, we can already see the ambition of Sinopec to be a real pub in Yi Jie. According to the project plan, Sinopec Yi Jie Company will build more than 200 "Yi Jie Real Pubs" by the end of August this year, and prepare a series of opening promotion activities.

Selling wine should also talk about the basic law.

Yi Jie has rich experience in single product operation. Prior to this, Yi Jie made great efforts in the marketing process of Lai Mao wine. But as far as the operation of vertical liquor franchise stores is concerned, there are still challenges.

First, the difficulty of supply chain management is different with different requirements for passenger flow.

Setting up shelves in convenience stores in Yi Jie and opening "Yi Jie Real Tavern" to sell wine have completely different costs, and the requirements for passenger flow and customer unit price are also completely different.

Because of its large area, the gas station is not close to the core area of life and far away from crowded commercial places. However, the social and entertainment properties of alcohol itself are destined to sell better in places with large traffic. Moreover, gas stations selling alcohol are basically "insulated" from users who don't drive.

According to past experience, gas stations sell liquor more by gift certificates and points. On this basis, gas stations need shopping guides to sell liquor, and the sales of liquor produced by different gas stations and convenience stores vary greatly.

In addition, consumers are willing to pay for the sales of drinks at gas stations, unless they are exclusive or the price is slightly lower than other channels. This is also Yi Jie's own experience in selling wine in the past. "Yi Jie Real Pub" has a lot of alcohol. Is there a separate discount for all of them? This is also where users need to be persuaded.

"Yi Jie Jane Pub" has greatly increased the SKU, and the demand for supply chain is higher than before. Compared with other mature liquor chain enterprises, whether the management ability of "Yi Jie Zhen Pub" in the supply chain can keep up determines the end-user experience and the cost of a single store.

Second, the contradiction between the channel and the safety of wine and oil.

In terms of liquor sales system, liquor culture varies from place to place, so the focus of liquor products sold is also different. Gas station convenience stores with vertical management system are also prone to conflict with local liquor sales channels. In the past, most convenience stores in Yi Jie sold "co-brands".

How many "Yi Jie Real Pubs" and wine companies have launched their own brands, and whether the different drinking habits of local consumers will affect the sales of their own brands also needs to be questioned. Of course, according to foreign experience, some wines only appear in the self-operated channels of gas stations, but they are also marketing points. Articles such as "limited sales, five best Napa Valley wines at gas stations" often appear in local magazines in California, USA.

Finally, the most basic problem is that the combination of alcohol and oil often means danger. Although the relevant security departments have not stipulated that gas stations can't open liquor franchise stores at present, they only require to stay away from refueling equipment, but "Yi Jie Real Pub" still faces security uncertainty in storing a large amount of alcohol.

Sinopec will open a bar to sell wine again. Recently, the first flagship store of "Yi Jie True Tavern" in China was unveiled at Tao Qiu Road Gas Station in Hangzhou, Zhejiang. At the unveiling ceremony, Sinopec Yi Jie announced that it would use 27,800 convenience stores nationwide to open the "Yi Jie Real Tavern" according to local conditions. It is reported that the location of pubs will be adjusted flexibly according to the actual situation of each gas station.

What is Sinopec's intention?

"This pub is not another pub."

Although Yi Jie Zhen Bar is called a bar, it is different from other bars such as hellens, and its essence is a liquor chain store.

The micro-wine reporter learned that the categories operated by Yi Jie Real Pub include well-known liquor, domestic and foreign wines, beer and foreign wines. In addition, its goal is to create a consumer platform that integrates commodity display, wine tasting and cultural communication. According to the relevant person in charge of Sinopec Yi Jie, the core concept of Zhentavern lies in quality, price and product variety.

In addition, the micro-wine reporter also learned that Yi Jie Zhentavern will operate fine wines in all price segments, launch commemorative wines and rare wines, and increase the categories of goods on sale.

It is worth noting that the micro-wine reporter learned from the staff of Yi Jie Zhentavern that according to the project plan, Sinopec Yi Jie will build more than 200 Yi Jie Zhentaverns by the end of August this year.

Laying 200+ stores in 3 months, this speed can be said to be amazing. The micro-wine reporter noticed that on the opening day of the first Yi Jie Real Tavern and the official launch day of the first "Wine Festival" in Yi Jie, Sinopec Yi Jie announced that it would launch wine product promotion activities in 100+ cities nationwide, synchronized with tens of thousands of Yi Jie convenience stores and "Come on Yi Jie" APP platform, and realized the linkage between online and offline and100,000 stores.

Why does Sinopec want to open a liquor chain?

The reason why Sinopec laid out the liquor industry chain should start with "Yi Jie".

It is reported that Yi Jie is a service brand of China Petrochemical for non-oil business, and has developed into the largest chain convenience store network in China, with 27,800 convenience stores nationwide. According to the development idea of "brand+capital+goods+service", we will strive to build independent brands such as Zhuomaquan, Changbai Mountain Tianquan, Laimao, Gulu Paper and Guo Qi Tianxiang. In the "China Brand Value Evaluation Information" released on May 9, 20021,the brand value of China Petrochemical Yi Jie reached 184 1 100 million yuan, and the brand value increased rapidly for four consecutive years.

It is not difficult to see that the nationwide network of 27,800 convenience stores is the basis for opening liquor chain stores in Yi Jie.

In addition, when the reporter interviewed the staff in Yi Jie, he learned that the sales revenue of Sinopec's non-oil business only accounts for 3% of the total revenue, while the reference ratio in Europe and other countries is 30%-40%, so there is huge room for growth. Yi Jie convenience store, as one of the carrier platforms of non-oil business income, has maintained a high growth rate all the year round with the blessing of digitalization.

It is understood that convenience stores in Yi Jie used to include liquor sales, and liquor brands sold include Maotai, LU ZHOU LAO JIAO CO.,LTD, Laimao and Sanxuanxuan. Although there is no specific liquor sales data, it is estimated that its performance is also considerable relying on huge traffic resources.

To sum up, the micro-wine reporter speculated that Sinopec opened the liquor chain for two reasons:

First, focus on the huge development space of non-oil business and seek new growth poles;

Second, relying on the huge convenience store network and its existing liquor sales experience.

What is the prospect of Sinopec entering the liquor chain?

As the basis for Sinopec to enter the liquor chain, Yi Jie has been working hard in the liquor industry for a long time. The micro-wine reporter found that as early as 20 14, Yi Jie Brand and Maotai * * * jointly invested to establish Guizhou Laimao Liquor Co., Ltd. According to the enterprise survey, Yi Jie currently holds 32% of the shares of Laimao Company.

According to industry analysis, Laimao has become another 65.438 billion-level single product under Maotai, which is highly related to the convenience store resources in Yi Jie. According to statistics, in just 20 18, the sales amount of terminal pos in Yi Jie reached 69% of the total sales, which is undoubtedly a sample case of industry channel construction. Undeniably, the market layout of Sinopec Yi Jie in Laiwu has indeed promoted the overall development pattern of key areas.

65438+In February 2020, Sinopec Henan Company started strategic cooperation with Henan Hanliangwang Liquor Industry. It is reported that Hanliang King Liquor specially customized a product for Sinopec, named Ke Yu Royal Liquid. This product will become the exclusive product of Henan Sinopec system.

In addition, last year, Yi Jie and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. jointly launched the "Three-person Hyun" series of liquor. As an Internet liquor brand, its popularity is not low.

These have gradually strengthened Yi Jie's determination to open a liquor chain.

However, for the future development of Yi Jie Jane Tavern, micro-wine reporters hold a wait-and-see attitude.

First of all, in the past two years, the competition in this track of liquor chain is very fierce. According to the annual reports of many circulation enterprises, by the end of 20021,overweight chain format has become an important part of their strategy. Among them, the number of customers in retail outlets of Huazhi Liquor Store has reached more than 30,000, and 273 chain stores have been added. 19 19 liquor chain stores * * * 2137; The wine convenience company has added 22 stores throughout the country.

Secondly, supply chain construction needs time to settle down. Judging from the concept of "guaranteeing quality and price" in Yi Jie Real Tavern, its requirements for the supply chain are not low. As we all know, a mature supply chain system needs time and energy to build. Compared with other mature liquor chain enterprises, Yi Jie Zhen Bar must spend more energy on the supply chain.

Finally, consumers are not satisfied with the traditional chain model, and "differentiation" has become just needed. In recent years, in addition to the two-pronged approach of online and offline, the model of offline stores is gradually innovating and upgrading. Labels such as "health", "culture" and "immersive experience" have gradually become popular in chain stores, and Yi Jiezhen, who only relies on gas stations and convenience stores, has also made a breakthrough in demand.

However, it is undeniable that channel resources, as one of the important components of liquor chain, Yi Jie Real Pub is still "winning at the starting line", and its large-scale laying will also inject fresh blood into liquor chain track.

Sinopec once again crossed the border and opened a pub to sell wine. The wine industry has attracted the "big brothers" from other industries to cross the border.

A few days ago, the reporter of Nandu Wancaishe-Liquor New Consumption Index Research Group noticed that both Sinopec and China Tobacco Group wanted to develop cross-border liquor retail business. Among them, Sinopec announced that the "bistro" built on the basis of Yi Jie convenience store in the gas station has landed in Hangzhou. Coincidentally, Xiangyi Rongtong, a listed company of Zhejiang Zhongyan Holdings, said in an investor activity in early June that the company mainly engaged in financial leasing, pawn, guarantee, investment and other businesses, and (at present) tried to carry out liquor retail, but the scale was very small.

Sinopec Yi Jie Restaurant (Source: Company Website)

Although the wine sales of Sinopec and Zhongyan are just the beginning or testing water, the retail outlets of Sinopec Yi Jie are huge in terms of the number of sales outlets. According to the data of the company's website, the total number of convenience stores in Yi Jie, China has reached 27,800. And Xiangyi Rongtong, its offline store is just an offline pawnshop in Hangzhou.

Judging from the current performance of cross-border wine sales, the layout performance, advantages, progress and flexibility of Sinopec Yi Jie are obviously higher than those of China Tobacco, which depends on the particularity of the tobacco system itself and the layout strategy of Sinopec for non-oil products. According to the company's plan, it will open about 200 pubs nationwide by relying on its outlets in Yi Jie before the end of August, and hopes to promote sales through "combining wine with oil".

After joining the ranks of "selling liquor", Sinopec Yi Jie will inevitably compete directly with supermarkets, tobacco hotels, convenience stores and professional liquor retail stores. In terms of revenue, how much revenue can the liquor retail business bring to Sinopec Yi Jie?

Taking the professional wine behavior as an example, the reporter of Nandu Wancai Society took Huazhi Liquor Company, a listed liquor circulation and retail company, as the standard, and its offline chain customers (stores) exceeded 30,000 (202 1 financial report data), slightly higher than the offline stores of Sinopec Yi Jie. The company's annual financial report shows that liquor sales brought 7.365 billion yuan with a gross profit margin of 20.6%;

Another company, 19 19, has 2,000 offline stores and earned 4.609 billion yuan in 20021year. It can be seen that the revenue scale brought by liquor sales is attractive to Sinopec Yi Jie.

Some insiders are optimistic about the combination of two seemingly opposite scenes: "driving for gas" and "selling wine".

"For the sake of future living space, development space and operating costs, non-oil business operation is a very important direction for Sinopec to maintain its original advantages and ensure its market voice. Therefore, they used to sell coffee across borders to sell wine now, just to increase the business scope and profitability of non-oil business. "

Zhu, a food industry analyst in China, told Nandu Wancai Society that for some second-line alcoholic products of second-line brands or first-line brands, Sinopec, a high-exposure gas station convenience store, is an ideal display space for products, which may make it easier to complete transactions because of its high cost performance.

Although Sinopec Yi Jie is still in the testing stage of liquor sales, for liquor enterprises and distributors, the emergence of new sales terminals may help to consume the channel inventory of products.

According to the reporter of Nandu Wancai News Agency, although liquor listed companies achieved high growth in the first quarter of this year, the speed of channel and terminal destocking was much lower than that of enterprises. It is understood that because liquor companies adopt the principle of "paying money first and then giving goods", the performance growth of most liquor companies comes from the pressure of dealers.

However, due to the repeated epidemic situation in COVID-19 since April, except for some first-line products, most liquor products are facing the embarrassment of poor terminal marketing ability and great pressure from distributors and other channels. According to the reporter of Nandu Wancai Society, the Dragon Boat Festival holiday in previous years was a small peak of liquor sales, but this year's terminal sales were not as good as in previous years. For example, dealers in Henan, Shandong and Hebei have already experienced great destocking pressure.

Of course, in the case of high channel inventory, price inversion is inevitable. For example, at the beginning of June this year, the retail price and distribution price of the high-end product "internal reference" of Jiugui Liquor, whose performance increased significantly, were exposed to be far lower than the ex-factory price.

Then, can the addition of gas station convenience stores become a new choice for liquor destocking?

"For liquor companies, the channel of gas station convenience stores can indeed bring great value to liquor companies' own brand promotion, product market introduction and key market entry, which will help enterprises (including distributors) to go to inventory, but it should be noted that Yi Jie, like Sinopec, is still in the channel construction stage and has not yet reached the system operation stage."

Cai, an analyst in liquor industry, told the Southern Evening News reporter that new channels to solve inventory and promote marketing are only phased means. The real solution to the channel inventory problem still depends on the benign marketing of products, and liquor enterprises need to carry out related work around brand operation.

The industry believes that compared with other channels, gas station convenience stores are still in the initial stage, but under the endorsement of Sinopec, even if wine companies and distributors are listed as suppliers, even if they can get rid of inventory quickly, there is not much room for profit. "Because this kind of convenience store promotes wine and aquatic products almost at ex-factory price."