Anti-mainstream wines have a future

Li Rui handed in a glass of wine, with a touch of sweetness in his bitterness. In fact, now Li Rui and the wine net behind him do not have the same taste as wine.

More than a decade ago, Li Rui had no ties to wine. From the cross-border e-commerce business in the traditional industry, it seemed unimaginable to outsiders. He smiled indifferently. “In fact, after careful study, there are intricate and delicate connections among them. My long-term concern for the economy has laid the foundation for the current industry. For example, before the establishment of the Network Wine Network, I had a fairly in-depth understanding of relevant markets and products.”

Occupational cross-border triple jump
Li Rui believes that wine is a relatively new thing for domestic consumers, and the minds of the people have gone through several processes. "To trace back, more than 2,000 years ago, there was the brewing of wine; more than 100 years ago, China had already owned its own national wine brand, but it has not formed the development of industrialization; in the past more than a decade, domestic The wine culture began to flourish. As a kind of imported culture, it will inevitably have to pass the test of time. With local trials and innovations, new flowers will be created.” Li Rui will put this idea into practice. Practitioner.

Cultivate learning - wine tasting

“When you first started drinking wine, you would tend to favor New World wines. The taste is more intense. With the gradual deepening of tasting, you will learn more about the wine culture. Everyone will love the old world. For example, France, Italy and other European countries have a long history. The historical production area.” Li Rui’s position on the Wine Wine Network is high-end imported wine sales. He pointed out that this concept is derived from the current status of specific wine consumption groups. “Although the overall level of domestic grape consumption has increased, but the The number of high-end wines is still small, and this part of the population is still a small circle of small crowds. How to make these people accept the concept of online shopping, we need to do a lot of work, such as product fidelity, payment convenience, product distribution, Late maintenance, etc., have done all these tasks to open up a blue ocean in the complex wine market."

Based on this concept, Li Rui has put a lot of effort into online and offline. Online, Wine Wine launched a series of exclusive services such as wine flash shopping, wine banking, online training classes, video shopping, and a Hall of Fame. Not only will the Wine Wine Network be a high-end wine sales platform, but also through a series of services, the Wine Wine Network will be built into an online training institution, wine service platform, and online community, and the wine lovers will be contacted through the Wine Wine Network. It became a huge "network wine empire".

As the B2C professional e-commerce platform for high-end wine consumption, Net Wine Network not only devotes itself to online service, but also actively explores new development modes under the O2O line. The establishment of a series of high-end clubs, experience stores, and private wine cellars aims to provide consumers with the highest quality and pure wine experience. The concept of high-end, health, taste and fashion is the most convenient and comprehensive for all wine lovers. Consumer experience.

In response to the current practice of many other e-commerce vendors madly fighting price wars and burning money, Li Rui did not agree and expressed that he would insist on his own marketing concept because he was full of confidence. "E-commerce will only commit themselves to death if they fight price wars. It is only the kingly way to rely on services to win."

With offline service Bo future

Li Rui often talks about "products and services are core values," and he does the same. At the beginning of its founding, Li Rui recruited Ji Xianjun, from the vice president, brand design director to director of logistics and design, gathered talents who once served on e-commerce platforms such as Amazon and Vanke. The consistent style concept, find flat design experts to make bold innovations. Finding the right one for yourself is right – this is Li Rui’s idea.

Talking about the current situation of medium and low-end wine e-commerce as the mainstream market, why does Li Rui choose high-end wines? He said that he is a wine lover. In order to allow more people to enjoy real wines, he chose this industry. .

The ideal is good, but the road is full of difficulties and obstacles. The turmoil in the wine market has caused many wine websites to treat wine as marginal products for sale.

“So, from the very beginning of our creation, we combined the status quo and reality of the domestic market, combined with the characteristics of our own e-commerce, and continuously expanded and introduced new innovations in the O2O model. But all the premise is the fidelity of the product, which is also the focus of our work. The most important thing is that Li Rui is proud that Net Wine will ensure that each one is a high-end wine from the famous village. Currently, Wine Wine Net has more than 1,000 wine items, directly from world-renowned wineries, and has established exclusive strategic partnerships with high-end celebrities in both the old and new world.

Today, wine cellars, banks, and clubs named after “net wine” have already been partially dusted. Li Rui said that the style of the club advocates simplicity, fashion, and local conditions. Shanghai was built on the banks of the Huangpu River and Hangzhou was next to the West Lake. The Beijing Club is a combination of royal courtyards and modern architecture. In addition, both Chengdu and Hong Kong are under construction.