自动售酒机是新的机遇还是挑战?

发布于:2020-06-23 17:35:24  来源:http://www.qfrtrq.com

1、长远看,自动售卖是新趋势、新渠道
1. In the long run, automatic sale is a new trend and channel
“应该说自动售卖是未来酒水行业的一个趋势与新渠道。”从事酒业营销研究工作者如此看待自动售酒。
"It should be said that automatic selling is a trend and new channel in the future beverage industry." This is how the researchers who are engaged in the marketing of wine industry regard the automatic sale of wine.
据他观察,近年来,厂家、经销商、卖场等,研究自动售酒机(不于散酒)的企业越来越多。而且,就在今年上半年,他身边已经有几波朋友陆续和他探讨了这一模式的可行性。
According to his observation, in recent years, there are more and more enterprises studying automatic wine vending machine (not limited to bulk liquor) among manufacturers, distributors, stores, etc. Moreover, in the first mock exam of this year, several friends around him have discussed with him the feasibility of this model.
有长期研究酒业生态业内人士认为:“自动售卖+纯粮原浆+红旗连锁,这是一种模式的创新,是有价值的探索。”
A long-term study of the wine industry ecological industry believes that: "automatic sales + pure grain pulp + Red Flag chain, this is a model innovation, is a valuable exploration."
长久以来,针对于散酒销售,业内一直在倡导品牌化、化、连锁化,而自动售酒方式的出现,是对散酒销售模式的创新探索。
For a long time, the industry has been advocating brand, high-end and chain wine sales. The emergence of automatic wine sales mode is an innovative exploration of the sales mode of bulk wine.
2、虽是趋势,但用来卖酒的痛点突出
2. Although it's a trend, the pain points used to sell alcohol are prominent
未来的趋势用在当下,必然少不了许多挑战,自动卖酒也不例外。“虽然自动卖酒是一种有价值的探索,但是也面临两个问题。”
自动售酒机
In the future, there will be many challenges when the trend is used in the present, and automatic wine selling is no exception. "Although selling wine automatically is a valuable exploration, there are two problems."
一方面,自动售卖机和便利店的结合,从酒类销售渠道目前的经验来看价值有限;另一方面,纯粮原浆散酒的品牌化趋势能否在便利店得到放大还有待考证。
On the one hand, the combination of vending machines and convenience stores has limited value from the current experience of liquor sales channels; on the other hand, whether the brand trend of pure grain bulk liquor can be amplified in convenience stores remains to be verified.
自动售酒机有着其本身的先进性,同时也有不足之处。
The automatic vending machine has its own advanced nature and shortcomings.
先进性在于,自动售酒机解决了终端销售及人员维护的问题;而不足之处在于自动售酒机难以解决设备投放以及后续维护问题,以及18岁以下青少年通过自动售酒机购买酒水的法律问题。
The advanced nature lies in that the automatic selling machine solves the problems of terminal sales and personnel maintenance, but the shortage lies in that the automatic selling machine is difficult to solve the problem of equipment delivery and subsequent maintenance, and the legal problem of buying alcohol by automatic selling machine for the under 18 years old.
3、科技感太强可能与白酒既有形象不匹配
3. Too strong sense of science and technology may not match the existing image of liquor
自动售货机是一个成熟的渠道,在科技发达的日美自动售卖机行业非常兴旺。可以说,科技的发展,帮助自动售卖机摆脱了许多难点。
Vending machine is a mature channel, which is very prosperous in the Japanese and American vending machine industry with advanced technology. It can be said that the development of science and technology has helped the vending machine get rid of many difficulties.
诚然,国内支付方式的转变,手机移动支付的普及、设备投放地点的净化以及自动售货机成本的下降等变化,都使得自动售货机趋势逐渐走强;但这些并没有解决白酒售卖的核心问题。
It is true that the change of domestic payment mode, the popularization of mobile payment, the purification of equipment delivery place and the decrease of vending machine cost all make the trend of vending machine stronger gradually, but these do not solve the core problems of liquor sales.
“酒类自动售卖机科技感太强,在某种程度上可能和白酒的消费饮用需求不甚匹配。”徐伟直言,酒类自动售卖机可能成也科技败也科技。
"Liquor vending machines have a strong sense of technology, which may not match the consumption and drinking demand of liquor to some extent." Xu Wei said frankly that the liquor vending machine may be a technology failure.
众所周知,白酒主要是“做文化”的,而白酒行业也是一个乐于标榜“古老传统”的行业,这是白酒消费和饮用的两大特点。
As we all know, liquor is mainly "cultural", and liquor industry is also an industry willing to flaunt "ancient tradition", which is the two major characteristics of liquor consumption and drinking.
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