Dongguan Electric Business mu Spring Breeze

In the next 3-5 years, China's E-commerce market will continue to maintain a stable growth trend, a steady increase in the year, the 2013 is expected to break through 10 trillion yuan.

Dongguan manufacturing enterprises in transition are unwilling to be blindness.

"Dongguan urgently needs e-commerce. "Dongguan E-commerce Association president Xiu Xinyi told reporters that under the influence of the economic crisis in Dongguan manufacturing, restructuring, promoting the transformation of the task is very difficult, Dongguan to processing, OEM-oriented external development model to do domestic sales, E-commerce will become its open domestic market, brand promotion and channel building efficient way.

Dongguan Songshan Lake related departments to provide data, Dongguan last year's online turnover reached 150 billion yuan, Taobao sold goods nearly 30% to "manufacturing in Dongguan." "Dongguan Manufacturing" products have indeed by virtue of good performance in the network marketing enterprises show vitality.

This year Dongguan government work report proposed, will introduce the incentive electric business headquarters into Dongguan and other supporting policies. Guangdong Prosperity Network Technology Co., Ltd. (hereinafter referred to as "flourishing business Tide") was established in Hangzhou in 2006, the second half of 2009, as a strategic emerging industry was Dongguan government investment in Dongguan, since then the headquarters in Dongguan. Xu Huirong, its chairman, said that the main thing is to fancy the manufacturing base of Dongguan.

However, Dongguan manufacturing in the crisis to the electricity business, started late, lack of funds, talent bottlenecks and so on still exist. Consumer-to-consumer has Taobao, the company has Jingdong, business-to-business have Alibaba, these models of E-commerce has a more clear leader, the current "See the stars, not the moon," the Dongguan Electric business platform can successfully break the bureau?

-Win weekly reporter Liu Huan

Industrial structure adjustment favorable development of electric business

In the government-led "regional E-commerce platform", Guangdong currently has three, Dongguan platform impressively in the column, and the other two platforms are Guangzhou platform and Shantou platform respectively.

According to the reporter understand, these three areas of the development of e-commerce support and incentive policies are based on the new "Guangdong province E-commerce" Twelve-Five "Development Plan", and then local governments to make adjustments to local conditions. Since the relevant policies are still being revised, they have not yet been formally announced to the community.

"What industries are involved in local manufacturing?" What is the level of development? Is it outward or inward-looking? What is the status of supply chain and service chain? What is the status of talents and funds? These are the factors that need to be taken into account when local governments formulate supportive policies. "Dongguan E-commerce Association president Xiu Xinyi said.

"Dongguan urgently needs e-commerce. Xiu Xinyi said, under the impact of the economic crisis in Dongguan manufacturing, restructuring, promoting the task of restructuring is very difficult. "In the past, companies may still have some profits when there are labor bonuses and low cost operations, but now, with bonuses disappearing and rising costs, manufacturers have less room to profit, with an estimated average of around 5%, especially export-oriented enterprises." External demand recession, to processing, OEM-oriented external development model to do domestic sales, E-commerce will become its open domestic market, brand promotion and channel construction of efficient ways. ”

Dongguan Songshan Lake related departments to provide data, Dongguan last year's online turnover reached 150 billion yuan, Taobao sold goods nearly 30% to "manufacturing in Dongguan." Xiu Xinyi explained that "30%" should mean "individual industry". "Dongguan has the advantage of pillar industries, such as casual clothing, shoes, bags, furniture and so on." ”

However, there are also insiders pointed out that at present, the domestic market does not have a very good e-commerce market statistics standards, not to mention the authority of statistics, so the actual is how much is actually difficult to calculate.

But it is easy to form a consensus, "Dongguan manufacturing" products have been by virtue of good cost-effective in the network of the army to show vitality. "The overall situation is very healthy and should be at the high-end level." Xiu Xinyi said, "In terms of E-commerce business-to-business services, Dongguan at least 80% of the companies in the use of Baidu, Alibaba search engine marketing and business-to-business membership services, including overseas (platform), such as Chinese manufacturing, global market, global resources. ”

"World Factory" status and Dongguan manufacturing development for many years the formation of a good smooth industrial supporting chain, so that the development of Dongguan electric business more advantages. In a sense, Dongguan is making full efforts to adjust the industrial structure, but also let E-commerce has a relatively large space for development.

Prosperous business tide was established in Hangzhou in 2006, the second half of 2009 as a strategic emerging industry by the Dongguan government investment in Dongguan, since then the headquarters fell in Dongguan. Xu Huirong, its chairman, said that the main thing is to fancy the manufacturing base of Dongguan. "The electric dealer in Dongguan means close to the source of the hand." ”

In addition to the manufacturing base and government-driven, in recent years, Dongguan, "Two integration" strategy to make the information level of Dongguan enterprises steadily improve, broadband, network buyers are also living in the forefront of the province, relatively smooth logistics has become the development of e-commerce in Dongguan "soil."

At present, Humen has gathered tens of thousands of clothing electric dealers. In the Houjie squatter community, gathered thousands of Taobao shoes store.

The hidden trouble behind the big development

In January this year, the Dongguan local brand to pure in Test hydroelectric business two years later, because of stranded in line, line business conflict, finally chose to close the online store. Although its top executives said the closure of online stores in order to better future development of electricity business, but this action behind, is undoubtedly the traditional enterprises in the balance between Internet sales and offline channel benefits encountered by the unbearable weight.

"Dongguan has no ability to do electricity business!" "In a recent docking event, the Grass set CEO Lu Great Wall outspoken. "Is there a well-known information system company in Dongguan?" No. Is there a strong third party service provider? No. Even the internet has developed to today, Dongguan has no information-exchange companies, the environment here only fill, only investment, policies and meetings ...

Consumer-to-consumer has Taobao, the company has Jingdong, business-to-business have Alibaba, these models of E-commerce has a relatively clear leader in the electric business platform and the traditional enterprise docking, it is undeniable that the electronic commerce in Dongguan really started late. Many network brands commissioned Dongguan Enterprise production foundry, but most of them are through the network of Jiangsu and Zhejiang platform in sales. Dongguan Local electric business platform, in the words of the industry, is "see the stars, not the moon."

Some companies do not want to enter the local electric business platform. There are companies told reporters that the number of electrical business in Dongguan and Dongguan enterprises compared to total, is extremely asymmetric, brand awareness, passenger flow and Taobao, the cat, Jingdong Mall and so on compared to, is dwarfed.

In Dongguan, do not rely on the electricity business platform but their own open Taobao shop and other channels for network marketing businesses exist. For the store, the electric business is to open up a new marketing channels, but if the light of their own strength to operate, the cost is high, the success rate is also low.

Dongguan shoe material as one of the center of the squatter community, Dongguan Taobao is one of the more concentrated area of electricity. Reporters have turned around several large stores, and few have found businesses using the Internet to sell. Moreover, the store owner's understanding and acceptance of E-commerce concepts is not high.

In the squatter, while doing a physical store, while open shop merchants are mainly distributed in the store closely adjacent to the residential buildings. Reporters found that many of the residential buildings are not very carefully to care, the reason is "not enough manpower", the online shop aside.

"Upload baby anything is very troublesome, (Amoy Wangwang) Just hang, there is a single answer." "There are businesses telling reporters.

Mr. Lin in the village management shoe industry, has its own high-end casual male shoes brand "fine war", but also tried to water Taobao and Alibaba platform. He admits: "The electricity dealer has a little advantage, does not need the stock, but mainly is does not have the time." And the network orders, the first can make dozens of yuan, the second may be only 10, the third time, customers will say that others there cheaper. ”

According to his understanding, the local network to do the sale of the merchant has two hundred or three hundred, but really do up to a few families, dozens of.

Taobao update quickly, always care about its promotion. A person to do a very good shop, basically just mixed mouth food can, a year to make 100,000, people will be exhausted. Do the entity shop, side do shop, the entity shop do not good, shop also do not good, just do the entity shop, shop there, can sell on sale, a lot of people are this mentality. ”

There are enterprises that the new E-commerce sales channels and trading methods for OEM enterprises is not useful, rather than put the money in this virtual e-commerce, not as real as to win more orders.

Others told the reporter, his friend had smashed more than 10 million yuan, he himself also smashed more than 3 million yuan to do E-commerce, but later is basket, did not see any return, "not even a bubble".

However, the same enterprises rely on E-commerce to win the development. 2012, Dongguan child actor Toy Products Co., Ltd. brand le Baby stroller began to try E-commerce, the net sales business all outsourced to a power company, the results are significant. The electric Company sent a one-to-one project team to the enterprise, from the brand appeal to the official mall, shop for a comprehensive planning, developed a set of E-commerce solutions. After 4 months of efforts, fully through the music of the stroller sales channels, brand awareness and sales have achieved a significant increase. Only November 2012, a single month online sales reached 2.162 million yuan, an increase of 80%.

"If there is time, patience, sourcing, cost-effective, these (problems) are all in place, it is definitely online open shop than the real store benefits." Open a physical store, (cast) 500,000 may not be better, 500,000 take to do Taobao can be done. "said Mr. Lin.

However, in view of the macro, and a few years ago, the growth rate of electricity sales increased by more than 50% per cent, many electric operators today have felt that the future is not available. Dongguan manufacturing in the crisis to the electricity business, started late, lack of funds, talent bottlenecks highlighted factors, has become an unavoidable problem.

"On Taobao to build a shop to test water enterprises more, estimated to account for 30% to 40% or so, but the enterprise really build their own platform, or to join a third party, such as the cat, or a minority." Because the cost of the cat investment is relatively high, Dongguan currently has the ability to do, or independent operation of an electric business platform, or to join a third party enterprises, or very few, estimated at 5% to 8%. "Xiu Xinyi said. "A lot of enterprises involved in the electricity business is just as a kind of ancillary sales channels, take a number of small batch orders, because the high-profile to do, to brand, to design, to meet the needs of the network of Professional data analysis and electrical business operators, to do these are very difficult." ”

"Some enterprises do the cat, do up, the relevant talent is likely not willing to work, he can open their own shops, their own business, made Amoy brand." Xiu Xinyi told reporters that at present, the local University of Dongguan to open E-commerce and related professional not much, the development of electrical business technology, marketing and management personnel are limited. Xu Huirong, chairman of the flourishing business, said that in order to retain the research and development staff in Beijing and Hangzhou, the company will give three times times the same benefits.

E-commerce to do on a certain scale, in addition to talent optimization, more need to follow up the capital. Xiu Xinyi said that in the current situation, Dongguan Capital seems to prefer to invest in the transformation and upgrading of manufacturing, E-commerce has little input. The modern logistics of Dongguan, which has also started late, seems to be difficult to provide higher quality support to the electric dealers at present.

"So we have to guide the construction of large logistics enterprises in the modern warehouse storage services, to support the whole of express delivery enterprises, strengthen the delivery of express delivery management and norms." "Xiu Xinyi said.

The dislocation development of the local platform

Lack of talent, capital risk, channel development, strategic development, such as a series of problems, invest a lot of money may not be able to bring immediate results of sales, so many traditional enterprises to discourage the electrical business. Some dare to eat crab enterprises began to explore themselves, self-built, proprietary shop. Some companies that have a sense of smell are also tapping into new business opportunities from the trend industry.

To recreate a Taobao or a cat is impossible, which almost become the consensus of all Dongguan electric merchants. The electricity business needs the government's support at the initial stage of development, but even if the government provides more resources, consumers can not buy it. Dongguan Electric business strategy is with the industry giants dislocation development: Relying on the advantages of manufacturing in Dongguan, the upstream of the electrical industry chain to seek breakthroughs, that is, the focus on the development of E-commerce outsourcing services, to help enterprises online brand promotion, sales channels set up, online retail, distribution, wholesale and other operational work.

Cheng, deputy president of the cat, said, at present, the days of the operating service provider has nearly 400, the number of shops accounted for the current cat total number of shops in the proportion of 2.4%. And 86.5% of the days of the cat sellers want to outsource their own part or all of the business, the more traditional industries and brand industry for third-party service providers, the greater the demand, the Electronic business outsourcing blue sea market is huge.

"If the traditional enterprises choose to outsource, not only share the cross-border risks, but also improve operational efficiency, is undoubtedly a wise choice." "Some experts say.

In this context, Dongguan electric business has chosen to subdivide and localize the strategy. Xiu Xinyi introduced, in Dongguan to do business-to-business platform, "Dongguan manufacturing", East Business Network and Dongguan International business platform have done quite well, and each has its own characteristics.

As the first regional industrial public service platform, "Dongguan manufacturing" online more than two years has 52,000 member enterprises, has developed thousands of of high-quality suppliers, one-on-one service more than 7,000 manufacturing enterprises.

Founded in 2000, the East Business Network is committed to the LED industry buyers, suppliers, traders, manufacturers, trade associations and professional market buyers and sellers to provide information, business information, online business opportunities and other integrated marketing services. "At present, there are 300,000 enterprise members, more than 5,000 quality suppliers." and developed a number of high-quality models, such as group buy industrial products, to help customers do network integration marketing services. ”

In the Independent mall, Huo Mall and the East Mail network also developed well. Huo Mall mainly through the big brand, for the member supply, is a circulation trade service platform. It is understood that its sales of products, both in Guangdong traditional manufacturing industry, "Southern clothing", shoes, toys, Cantonese food and so on, there are smart phones, audio-visual products, computers and accessories and other emerging manufacturing products. In Huo Mall, Guangdong manufacturing industry for the first time to collectively display Huo brand.

It is understood that "Huo Mall" launched "I want to distribute" channel, for the merchant to provide 0 Yuan open shop, on behalf of shipping services. Select the distribution of shop merchants, can be received by the "Huo Mall" sent to the product picture package and other materials used to open the shop. When the merchant sold out goods, then by "Huo Mall" to the sellers, that is, the enterprise online set up a small number of thousands, more than thousands of of thousands of "small shops."

The East Mail network is concerned about the local living commodity market. "By organizing local businesses and suppliers, consumers can get a discount on his platform, similar to a local group buying network. "This unique positioning, but also let it accumulate a certain customer base."

Although Dongguan's electric business platform has begun to grow, but the face of the top has already occupied most of the market Taobao, Jingdong, Suning, easy to buy, etc., or have to face a birth to encounter the situation of the oppression of the Big Mac.

With the existing electric business giants competition, Dongguan electric business to take cooperation, integration rather than confrontation strategy. Dongguan Electric business platform to distribution wholesale, the final cargo is still flowing to Taobao, such as large electric business platform. At present, Dongguan more than the local platform and the day cat, Tencent racket, such as electronic business platform have cooperated, in the background technology to implement the docking, the basic can achieve resource sharing.

At present, into the cat, Taobao, such as the threshold of the platform more and more high, technical services costs and commissions also to the operation of the company caused by cost pressure, which to the development of local electric business in Dongguan platform to create a good time.

"Subdivision and Local is the development direction of E-commerce in Dongguan, Taobao, Beijing-east, Suning and other large platforms have enough bargaining power, a strong product assurance and service capabilities, as a general consumer, is no way to refuse." "Xiu Xinyi said.

"It's impossible for Dongguan to compete with big electric dealers," he said. Do not say Dongguan, even Shenzhen, Guangzhou, it is difficult to produce with Jingdong, Taobao competition enterprises, only possible to do localization and subdivision. In the future, mobile internet e-commerce development, such as the use of micro-letters, microblogging marketing. There is also Tencent's Xun network shopping platform, the future is also one of the national big pattern. ”

Even so, there are people who continue to join this more fragmented market. "Professional things to be given to professional people to do." Like Jingjiang is sports shoes, Houjie How can not do that kind of shoes out. "Mr. Lin of the village has recently set up a company to train Taobao, intending to get a piece of the market segment," he said. "I am optimistic about E-commerce, Ma said in three years to double, do not believe that Ma Yun, that really regret." "Although his idea is being implemented and the company is recruiting, it is still unclear whether it is possible to get a slice of the local electricity dealer's mouth," he said.

Dongguan's regional competitiveness is not strong

Some insiders pointed out that the Dongguan Enterprise's awareness of the electrical business has not fully germinated, to a large extent, and Dongguan to provide e-commerce services in the enterprise level. As a result of the overall level of development lag behind, most of the business model of the commercial enterprise backward, market service homogeneity of serious, still can not provide one-stop service for enterprises, many in the basic domain name services, host rental, web design, website construction and other low-level stages.

"With Shenzhen, Guangzhou, including Foshan, Dongguan E-commerce is not counted in the front, just said that we have a good e-commerce, rapid development of the situation." "Xiu Xinyi said.

"The confidence of the members of the association has indeed increased this year compared to previous years." Greater environmental benefits, many platforms are continuing to strengthen the construction of e-commerce, outstanding issues such as logistics, systems, government support attitude, there are more supporting policies out. ”

"E-commerce a high-end business model, to break a lot of interest patterns, at this level, the need for government communication and coordination, do a variety of work." The broadband construction, the park carrier, the talented person settles down, directs the local capital investment electronic commerce, all needs the government to promote. In the training of cognition, the government sets up a platform, which enables experts and organizations to learn and train the application of electronic business knowledge better and faster. Today, Hangzhou, Shenzhen, the developed areas of E-commerce, the early development, but also by the government, including tax, land and other support. Although in the mature stage of e-commerce, the government should withdraw according to the market rules, but in the early development, the government's role in the development of E-commerce is very important. "Xiu Xinyi said. Because this kind of training activity basically is the charge nature, the private enterprise's electricity business popularization strength also can be affected by certain degree.

In addition, according to the current tax system, E-commerce platform is the object of taxation, and the Dongguan platform is small, the scale is smaller, although the number of electricity quotient is increasing, but the tax almost all fell in Taobao, Alibaba and other platform location, Dongguan and no gain. "Formerly a ' factory of the world ' could now become a foundry base for the network. ”

The development of electric business needs logistics supporting. Xiu Xinyi said that the Pearl River Delta Logistics problem is mainly express. "Dongguan Trunk Logistics is there are some of the scale, to help the manufacturing industry to do some of the basis, just do express delivery less, more scattered, level and capital is not abundant." But now, the state requires logistics companies to build their own self-owned network of more than 50%, once the business is not good, how to feed these people, is also a problem. ”

Some sources said that the Dongguan government plans to introduce nearly 300 million yuan policy to support local E-commerce enterprises to do a strong and bigger. Xiu Xinyi said that this figure is mainly referring to Guangzhou, Shenzhen, these places are 300 million yuan. "Guangzhou E-commerce booming, in terms of economic volume, so many enterprises, in fact, are relatively few." And for Dongguan, is also icing on the cake, so that they can do more prosperous, run farther. ”