A week ago, Liu, Chairman and CEO of the Board of Directors of the Group, led the management team to visit Maotai Group. Less than a week before the last high-level meeting between the two sides, representatives of Maotai Group paid a return visit to JD.COM, and brought their short-term and long-term cooperation plans, especially their willingness to build JD.COM into a platform for promoting Maotai brand culture, which both sides quickly put into practice.
In the meeting a week ago, Liu said that the future hope will not only become the sales channel of Maotai, but also become the best platform to promote Maotai culture. Yuan Renguo, chairman of Maotai Group, also believes that both Maotai and JD.COM, as national brands, pay attention to quality and strive hard to achieve the ultimate in products and services. In the future, the cooperation between the two parties will not only stay at the level of smart marketing platform and logistics, but also expand in the direction of cultural and technological innovation.
During Maotai's return visit to JD.COM, the high-level officials of the two sides conducted in-depth discussions on how to make JD.COM the best platform to promote Maotai culture, and conducted in-depth exchanges on brand co-construction, product marketing, logistics cooperation and e-commerce channel construction.
It is understood that JD.COM will hold the JD. COM "The First Maotai Culture Festival" 10, further expanding the influence of Maotai brand spirit and craftsmanship in e-commerce channels through high-quality resources in JD.COM, which has also won the full support of Maotai, and will provide a considerable number of Maotai products for JD.COM at that time; JD.COM will also cooperate with Maotai to build customized explosives, and the Maotai brewing team will be set up by JD.COM X Business Unit to start experimenting with unmanned equipment for brewing; In terms of logistics, JD.COM will consider setting up a professional team for Maotai to effectively solve the last mile transportation problem between Maotai Group and its distributors. At the same time, JD.COM will strengthen its ties with Maotai Import and Export Corporation to promote the overseas business development of Maotai.
According to the data, JD.COM Liquor 20 17, as the largest online retailer of liquor in China, achieved an online market share of 52% in the first half of the year, and is now the largest online retailer in Maotai.
In the process of cooperation, the sales of Maotai in JD.COM platform showed a steady upward trend. Relying on the high-quality middle-class users of JD.COM platform and with the help of Super Brand Days such as Maotai Culture Festival, JD.COM is attracting a large number of users' attention for Maotai brand and cultural communication.
With JD. COM's maturity and innovation in brand co-construction, precision marketing, user training, and other star activities, such as Super Brand Day, new product launch conference and explosive product creation, JD.COM will help Maotai expand its user base by hundreds of millions. Through JD's portrait. COM big data users, Maotai will get more user information in the future, and can complete accurate sales in suitable consumption scenarios, so that more users can start to contact and taste Maotai through e-commerce channels. Rely on JD COM, it can realize intelligent real-time inventory inspection and scheduling, reduce logistics costs, and achieve double promotion of distribution efficiency and customer experience.
Liu, Chairman and CEO of JD.COM Group, said earlier that the fourth retail revolution is coming, and the rules of the game in retail are no longer "competition convergence" but "competition seeking differences". What each participant is most concerned about is to build their own unique "building blocks" and thus gain an irreplaceable position in the retail ecology. In this way, different "building blocks" are assembled in different ways to form a future symbiotic, interactive and regenerative retail ecology. JD.COM will follow the trend of the retail revolution and gradually complete the transformation from a retail channel provider to a retail infrastructure service provider. The brand-new strategic planning of JD.COM and Maotai is also a powerful attempt for the two sides to prepare for JD.COM11.11and embrace "unbounded retail" with a brand-new cooperative attitude.
According to industry insiders, this time, JD.COM joined hands with Maotai to tell a good brand story, inherit and carry forward the traditional production technology, and further use big data, terminal control and channel optimization to push the cost, efficiency and experience to a new level. In the future, as the cooperation between the two parties moves to the strategic level, it will certainly promote the transformation of Maotai liquor brewing to "intellectual creation" and contribute to the global reputation of China liquor brand.
Join forces and hope that Moutai will enter thousands of households.