Why did Xiaomi enter the liquor market?

Born for a fever, this is a widely circulated slogan of Xiaomi. Besides being an enthusiast, maybe you can have a sip of Xiaomi's white wine-"Ancient Xiao Jiu". Recently, Liu Fei, certified by Weibo as CEO of Xiaomi Eco-chain Enterprise Valley Wine, issued a document saying that pure grain wine "Valley Wine" will land in Youpin Mall of Xiaomi e-commerce platform on April 7. However, after the person released the information, he changed his personal authentication to the founder and CEO of Gu, erasing the expression of "Xiaomi Ecological Chain Enterprise". According to Lianshang.com, Liu Fei used to be the public relations director of Xiaomi, and his Weibo stopped updating Xiaomi MIX2 information after forwarding it on 10 165438+ last year, and began to release Xiaomi rice wine information in March this year. The operator of ancient Xiao Jiu is Chengdu Mi Xiao Jiu Liquor Co., Ltd., which was established at the beginning of this year. From the name, Mi Xiao Jiu is easily associated with Xiaomi, but the company has no direct connection with Xiaomi.

According to its official website, the ancient Xiao Jiu will land in Xiaomi Youpin Mall on April 7, and there is no related preheating activity in Youpin Mall at present. However, Youpin Mall has been involved in liquor sales, and has launched a number of liquors such as Zebra, Yanghe, Wan 'ai and Ingenuity 28. For the news that Xiaomi is going to enter the liquor market, "Ancient Xiao Jiu" is the news of Xiaomi's ecological chain wine industry, but Xiaomi officials did not give a positive answer. However, the rumor that Xiaomi wants to make liquor has long existed. As early as 20 16, there was a bottle of white wine with "Xiaomi" LOGO, which was called "millet wine" by netizens. However, Xiaomi later confirmed that the liquor printed with Xiaomi LOGO is only an internally customized wine for entertaining banquets. In addition to liquor rumors, Xiaomi was also introduced into the tea and instant noodles market, and these products were subsequently launched in Youpin Mall. At present, Youpin Mall covers everything from daily necessities to casual snacks, and has become another Netease YEATION. However, it is not impossible for Xiaomi to enter the liquor industry.

According to statistics, at present, the market capacity of small wine in China accounts for 25% of the light bottle wine market, with an output value as high as 654.38+05 billion yuan, with an annual growth rate of 654.38+05%-20%. The same characteristic of Xiao Jiu is that the price is close to the people and close to the level of mass consumption. Its fashionable packaging design and innovative marketing concept are in line with the aesthetics of young people.

There are many similarities between the characteristics of the small wine market and the positioning of Xiaomi Company. In this way, Xiaomi has a great market base when it enters the liquor market. In addition, 20 yuan sold a bottle of dark horse ginger in the small wine market, which increased the company's annual sales by 100% and achieved annual sales of 300 million, making it the first in the small wine industry in Sichuan and Chongqing. Tiger Technology, a senior media person, believes that it will not be surprising if Xiaomi enters the liquor industry.

After all, Xiaomi eco-chain enterprises have many consumer brands such as suitcases and towels, which involve all aspects of life. Although the competition in liquor industry is fierce, there are not a few enterprises that have made huge profits in this industry. Brands like Jiang have also won many young people by relying on various internet strategies and marketing strategies.

The chief technology officer of science and technology columnist said that Xiaomi's advantage lies in its ability to quickly invade emerging markets. From mobile phones and televisions to bracelets and balance cars, there is no business that Xiaomi can't do. Now Xiaomi has its own offline symbol, and the omni-channel advantage is obvious. Then, it is logical to rely on channel advantages to enter high-profit products.

The channel advantage of Xiaomi and the profit margin of liquor, once successfully operated, will carry out strong blood transfusion for its software and hardware business. By then, Xiaomi will also have more chips to enter the FMCG market. At that time, hardware companies and internet companies may not be enough to define Xiaomi.

However, some professionals believe that in a short period of time, Xiaomi will not buy its own winery, nor will it make wine by OEM, because it is meaningless. Liquor pays attention to brand stories and historical inheritance, not changeable capital and technology.