Traditional Culture Encyclopedia - Traditional stories - The mysterious smoke store that "does not close down, does not remodel, does not subvert"

The mysterious smoke store that "does not close down, does not remodel, does not subvert"

In this era of the weak and the strong, the Internet to transform everything, subvert everything! There is an industry is very different, it is a large market value of the industry, the space is very strong, its sales outlets all over the country, can be said to be pervasive, but it is very traditional, selling is very traditional, sales is very traditional, in this e-commerce erosion of the various industries of the times, it is also only being eaten less than 10% of the market share, and this industry is parasitic in the tobacco and alcohol industry behind the tobacco hotel.

Regardless of which city you live in, you can city corners to see the figure of the tobacco store, stores are generally not very large, the flow of people is also poor, every day on the quiet open there, a series of many years will not close, regardless of how the rent of the local stores rose, these seemingly ancient, dull business model of the tobacco store but life is very comfortable, and very rich. Even most of the operators can achieve hundreds of thousands to millions of turnover each year, 10% -20% of the profit realized, is not a big industry, but rarely see the loss of money, closure, tannery sale of the scene.

Eggs under the planned economy - tobacco hotels

Why can tobacco hotels have such a survival situation? The fundamental reason is from the planned economy of liquor retailing. In the 80's, the state officially opened 13 kinds of cigarettes and wines sales prices, the price control of liquor gradually liberalized, the liquor industry from the planned economy to the market economy, the retail channel for the first time to enter the old industry of liquor. But in that era, whether it is now Maotai, Wuliangye or regional liquor brands, can not talk about any real retail channels, the largest sale is derived from the consumption of enterprises and institutions.

And in order to meet the channel + brand double-sided construction, liquor brands opened the store model, and began to carry out the construction of the store channel in the country, some of the strength of the dealers also began to independently establish their own store system. In that liquor three Musketeers (Maotai, Wuliangye, Jiannanchun) belongs to the era of hard currency, the brand stores ushered in nearly a decade of golden growth, and this "spring" along with the country's eight provisions have changed, in the restriction of high-end consumption, once all over the country have transformed the store, in the wine business based on the Join the "cigarettes + tea" category, we are now visible everywhere in the smoke store.

What really gave birth to the smoking hotel is not the head of the brand to promote, and many regional, small brands to drive. First of all, they do not have their own marketing and retail capabilities to cover the national market, and this small tobacco hotel has become the most cutting-edge sales channel position. At the same time, the largest investment in a cigarette hotel is actually the license application, and the scarcity of the license also makes the cigarette hotel has a great policy to protect the regional protection, "to smoke store, to wine + tea + daily drinks by profit" has become the standard structure of the industry.

According to statistics, only a Xiayi County, Shangqiu, Henan Province, nearly 100,000 people engaged in the tobacco business, and wholesale + retail + clean up the long-tailed model of goods occupy the most important channels of alcohol retail. And this seemingly crude sales model tons still occupy at least 90% of the liquor retail market. What's more, the profit margins of small tobacco hotels are even higher than specialty stores, "they often have a portion of fixed purchase customers, but also a group of casual customers, and casual customers like to buy one hundred yuan or even fifty yuan below the low-end liquor, although the price is low, but the profit may be higher than some high-end brands. "Open a single, eat three days" is the industry's violent and distinctive features.

Not be transformed, difficult to subvert the tobacco hotel

"Let the world no difficult business", in this era of e-commerce giants mastering the world's business, the tobacco hotel, this channel but demonstrated a strong vitality and willpower, not to be transformed and subverted. If the only thing that has been subverted in the current tobacco hotel is the code payment link. It can be said that in the current circulation system of China's tobacco and alcohol industry, small tobacco hotels "monopolize" the offline retail terminal.

Why cigarettes and alcohol did not embark on the fast-moving consumer goods model, which stems from its own uniqueness, as the old saying "cigarettes and alcohol are not divided", the two are not only in the attributes of the product of addiction, its characteristics also have many other consumer goods do not have features, such as cultural and regional, and even part of the collection of features, so the different categories of products are not the same as those in the market, but they have the same characteristics.

In addition, the source of alcohol and tobacco companies to the offline channel is also more important than online, which stems from the long-term habit of thinking, and if the business in the production, selling links are not a problem, the source of the enterprise and why cut off their own arms it. So in this era of e-commerce, de-mediation, the tobacco and alcohol industry is very different. In terms of the convenience of e-commerce, the dense network of tobacco hotels is not inferior to the convenience of e-commerce, or even better, and the consumption habits of temporary purchase of tobacco and alcohol actually do not conform to the model of e-commerce. And in this dimension of intermediation, the biggest significance of intermediation is the shortening of the space of interest, but this is for Maotai, Wuliangye such a category, it is also obviously difficult to promote, because the combination of wine enterprises + dealers has been described as half a hundred couples, deep feelings, not overnight can be easily shaken.

Although the tobacco and alcohol industry is old and traditional, but also actively changing. From Maotai hand ZTE, Luzhou Laojiao and Huawei reached a cooperation, Wuliangye hand in hand with IBM, these big boys are actively embracing the changes of the times. Wuliangye, for example, has accelerated the layout of the "Wuliang e-store" across the country in 2018, and has accelerated the construction of the China Wine Industry Association, the University of Electronic Science and Technology, and the Wave Group to accelerate the construction of the China Wine Industry Big Data Center, while IBM's cooperation is hoped to help the IBM's leading cloud computing, cognitive technology, big data analytics, blockchain, Artificial Intelligence and other technologies to boost the Wuliangye company's marketing and management of digital upgrading, and further realize the precise positioning of the target consumers, precise research and development and precise marketing.

But from the point of view of the actual development of the situation, the smoking hotel this special mysterious existence of the short-term is still difficult to change, if the so-called tobacco and alcohol e-commerce sales platforms, sweeping code payment is considered to be the digital transformation of the industry, that the tobacco and alcohol industry is still just an old industry with a digital veneer, and its nature has not changed.

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