E-Commerce Wine Flash Sales and O2O solutions
Forget about the ordinary saturated fashion flash sales, China digital savvy culture has even lead to market readiness of e-commerce wine flash sales.
Delivered in over 340 cities in China, Z9H.CN is a membership only online wine website that gives access to qualitative imported wines with very competitive and affordable online prices in China.
After an insightful blind wine tasting workshop on Bordeaux comparing Chateaux Rollan de By with more renown “Branded” wines, the Grand Cru Classé, I was extremely surprised by the result and large price gap, although the Grand Cru that we tasted were of extremely high level, for price quality, I believe that Rollan de By over-achieved its value in the Médoc. I even bought several bottles of Rollan de By via Z9H myself where I was really satisfied with the service from selecting the product to the cash on payment delivery option, everything was extremely convenient and a huge time saver. This is definitely experiencing the true O2O solution from the onsite tasting and evaluation to the online purchase.
Z9H states that it’s premium selections are approved by the Best Sommelier in the World, Andreas Larsson and other wine Experts who are part of the Heritage Wine Club ( HWC). The club brings the best sommelier in the world in China and is dedicated to the wine aficionados who want to share their experiences over the blog.
All of Z9H’s products are imported with official certification and directly sourced from the wineries to ensure quality and conditions.
During the wine workshop, I spoke with the young entrepreneur, Adrien Fabry, Founder of the platform, where he shares his experience and background to creating one of the first online wine flash sales platform.
1. How did you start your e-commerce wine company ( what are the opportunities that you saw)
1. I spent a gap year in 2007 as a student in Shanghai and fall in love with the city and the Chinese culture. As a French and through the connections that I built in Bordeaux, Champagne and Burgundy, I became a wine lover while raising funds for ecommerce company as an investment banker in Europe. After 5 years of intense work, I decided to quite my formal life in the banking industry to begin a new adventure. I naturally decided to come back to Shanghai and build an online brand for Chinese consumers for fine wine and share my passion and knowledge to a new market.
What are the main challenges in the Chinese Market ( i.e. the 50 RMB price positioning compared to 200 RMB, how do you create effective WOM online and offline to overcome the challenges for Chinese shoppers to trust Z9H)
I am a premium wine lover. I sell wine that requires a specific attention from the grape growing to the bottling. I focus on the quality more than the quantity. Such a marketing position is conflicting with the current environment of the online wine industry in China. As the market is totally immature, the knowledge about wine is very low. Online Chinese consumers tend to buy the cheapest wine possible (taking into account that some wines are overpriced here…). Hence I cannot directly compete with the other actors that targets volume. My strategy is to build a brand and build the trust of my new customers through many social media and offline activities.
Importance of Social Media for your platform?
Social Media is very important for us to create the word of mouth and build a strong relation with the brand and the users. That is the reason why we have focused a lot of work and time to develop a mobile version compatible with WeChat. We need to build a community of strong wine lovers as quick as possible. WeChat is a good tool to improve that both via our customer service platform and official brand platform which includes a community wine blog for wine lovers.
Future projects or plans?
My future plan is to find a showroom (wine bar/wine shop) to highlight the wines we like the most and for people to come and taste our selections.