上线一周销售过千万！京东徐雷告诉你为啥王茅这么火！
在2018年底，出身酱香老牌名家茅台的 “王茅”以黑马之势，宣告王者归来！在京东启动首发预售活动当天， 2万瓶珍藏版王茅酒在瞬间被抢购一空，取得线上销售额破千万的惊艳成绩，并刷新了白酒行业新品发布的销售纪录，整体活动曝光超过 7000万次，而王茅的自营店铺，也在几天时间增粉近 30 万。
焕新归来的王茅酒，不仅在品质和品牌的影响力上，满足了次高端市场消费者的实际需求，与京东强强联合，将传统酒业与互联网科技相结合，差异化的营销策略也让王茅酒的成功成为必然。
3月18日，京东零售集团轮值CEO徐雷在出席“2019王茅品牌耀世盛典”活动中，分享了他对王茅酒最直观的两个感受：一是王茅酒非常好喝，二是这款酒在京东卖的太好了！
京东零售集团轮值CEO徐雷在2019王茅品牌耀世盛典发表演讲
作为茅台集团的战略合作伙伴，京东已成为茅台等品牌的线上最大零售商，不仅是茅台销售的渠道，更成为推广茅台文化的最好平台，在从品牌共建、线上销售、物流运输、新品开发等多领域展开合作。
此次京东与王茅的合作，用很短的时间就取得了很好的成绩。徐雷表示，始终以客户为中心、保持高度开放的心态、坚持开放化的运营模式是三个最重要的原因。
2019王茅品牌耀世盛典现场活动
一是始终以客户为中心，在与王茅的合作中，双方都是基于这一点积极开展各项工作。2019年初，京东零售集团曾进行大规模的组织结构调整，其中一个核心目的就是要更加聚焦去钻研不同用户，并进行面向客户的产品创新和精细化运营。
二是高度开放的心态，作为最受用户信赖的零售平台，京东有3亿多用户、强大的供应链体系和全业态渠道资源。京东毫无保留地将这些资源和能力向合作方开放，助力合作方精准把握消费趋势，指导产品研发迭代，帮助合作伙伴提高效率。
三是坚持开放化的运营模式，在需求多样化、产业链交互融合越来越密集的情况下，产业链条上各方必须密切咬合，互相作用，才有可能取得更大的成就。和王茅的合作就是一个典型案例，一方面，王茅酒有很高的品质和深厚的底蕴；另一方面，京东采取的C2M模式，通过从消费端需求反推产品设计、物料备货、产能投放和产品流通等环节，让王茅能更加精准的对话消费者，从而很好的把握了目标消费者的需求。
2019年，是京东主动求变的一年。京东商城升级为京东零售集团后，在商业模式、生意链条和目标用户三个方面重新进行战略定位和设计，并在组织和运营层面与战略进行匹配。未来，京东将携手更多合作伙伴，通过开放化运营模式，赢得消费者的信赖，创造更大的价值，实现有质量的增长。
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