Yiwu e-commerce big sellers devote themselves to the construction of supply chain

Backed by Yiwu Small Commodity Distribution Center, there are many online stores scattered all over the world. The double eleven that has just been experienced has also made Yiwu domestic e-commerce a lot of limelight. According to statistics, Yiwu express business during the "Double Eleven" period exceeded 3.7 million votes, of which the number of shipments reached 3.5 million votes, an increase of 105% over last year. In addition to the Taobao Tmall store struggling in the front line, in fact, many Yiwu big e-commerce sellers can sell so many goods not relying on C2C(e-commerce between individuals), but a Taobao supplier and online store, and the sales relationship between individuals.

Recently, the reporter learned that Yiwu well-known e-commerce enterprise "Wenbo Daily Commodities" is marching into the upstream factory of the industrial chain, which will form a closed-loop layout of the whole industrial chain from factory to storage, wholesale and after-sales. "Now Taobao shop business is more and more difficult to do, profit is not high, we need to move to higher profit areas, through equity or cooperation, directly move the factory's low-priced products to the website platform, and then distribute to Taobao shop." A senior Taobao supply chain merchant told reporters that the current Yiwu pure Taobao e-commerce advantages are exhausted, control supply chain has become a traditional large seller of the new living method.

From seller to factory owner

Taobao supply chain closed loop gradually formed

"In fact, since the beginning of this year, we have no main push double eleven, store double eleven activities are more used to digest part of the previous inventory, so as to focus on product production later, for 'seller' supply is one of our next key work." Song Guanghui, chairman of Yiwu Wenbo Daily Commodities, who is currently focusing on transformation, describes the company's future development trend. Wenbo daily necessities company is "2012 global top ten net goods brand", known by the industry as "compression bag king".

Coincidentally, Huiqisi, Qianyou, Ocean and other traditional online goods supply chain platforms have quietly formed, and are no longer online stores in the traditional sense, but compatible with multiple identities of factory and distribution platform service providers. In the past, Yiwu sellers 'online brands fell one batch, followed by another batch. Due to the lack of strong back-end and long-term accumulated channels of traditional enterprises as support, online brands are particularly fragile. In addition, the rapid development of online business and the mentality of eager for quick success and instant benefit also make e-commerce bury hidden dangers in the supply chain.

In the interview, we learned that from the initial involvement in the network, to the creation of explosive models for single products, to the promotion of brands for multi-product and multi-store operation, and now to the creation of supply chain services and e-commerce parks, today's Wenbo daily necessities have completed the transformation from network brands to entities. "We have set up our own factory very early. In addition to the Taobao Tmall store operated, we are more inclined to the role of supplier at present, which is also a strategic change of Wenbo daily necessities." Song Guanghui said, Tmall, Taobao there are countless small and medium-sized sellers, although they have good e-commerce operation ability, but may not be able to obtain good goods and sources, and Wenbo daily necessities this transformation also hopes to provide high-quality brand goods for small and medium-sized sellers in the future.

"More than 90% of Yiwu's online store merchants with annual sales of more than ten million are platform merchants. They are not only platform dealers, but also shareholders of factories. Some strong ones directly set up factories." Liu Wengao, vice president of Zhejiang Online Merchants Association and executive president of Yiwu Jiangdong E-commerce Association, said.

Lean to the back of the supply chain to find new ways to live

Taobao suppliers pay attention to "practice internal skills"

"In the past, we would order from manufacturers and then distribute them to small Taobao online stores. The profit margin would not exceed 5%. Once there was slow sales or inventory, the money earned would be pressed into the goods. If there was any carelessness, we would lose money." A Taobao goods distribution platform manager Li told reporters, Similar to Wenbo daily necessities in the field of e-commerce transformation, Is a kind of industry profit forced choice, Is also a new survival method.

This statement was confirmed by Shanghai Ximu Clothing Co., Ltd. This enterprise, which has just settled in an e-commerce park in Yiwu, mainly deals in three categories: clothing, shoes and cross-stitch, and its sales volume in leggings is even better. "The sales volume of leggings in Taobao is about 6 million pieces a year, and our order volume is about 1.6 million pieces. After the distribution platform promotion, the order proportion will be greatly increased." Shan Shilong, chairman of Shanghai Ximu Garment Co., Ltd., outspoken sales data, and believes that Ximu Garment's e-commerce strategy in Yiwu is for factories. In his view, Yiwu e-commerce should focus on what they are good at. At the initial stage of distribution platform construction, some categories can be developed, and more commodities can be expanded after the products are refined. This is similar to Amazon and Dangdang: from an online bookstore to a comprehensive website. It is understood that at present, the distribution platform of Xi Mu Garment Co., Ltd. has more than 600 categories online and more than 3700 distributors, which is expected to increase to 10000 distributors by the end of this year. After settling in Yiwu to control the source of goods and share the preferential environment for e-commerce entrepreneurship, Xi Mu Garment is getting smoother and bigger.

Fu Jianxin, deputy general manager of True Love Online Merchant Smart Park, believes that the transformation of enterprises means that the focus of e-commerce attention shifts from sales front-end to back-end supply chain. Whether it is traditional enterprises or network brand merchants, network wholesale and channel distribution have become new tools for e-commerce development. He told reporters that true love online merchants started as supply chain services, and his experience was that enterprises should practice internal skills on Yiwu platform, develop reasonable distribution system, control the order-based production rhythm of products, highlight their own distribution system advantages, and avoid blindly following the trend of investment.

Yiwu, where China's largest small commodity market is located, had an e-commerce turnover of 85.6 billion yuan in 2013. According to data released by Yiwu City Administration for Industry and Commerce, the turnover of China Small Commodity City reached 68.302 billion yuan in 2013, and Yiwu's online transactions outperformed physical transactions for the first time in figures.

Just three months ago, Alibaba's "Living Water Plan" personnel visited Yiwu and investigated online merchants, e-commerce service providers, e-commerce parks, Yiwu e-commerce offices, Qingyan Liu Taobao Village, etc. Wang Jinjie, lecturer and doctor of Economic Research Institute of Nankai University School of Economics and co-scholar of Alibaba "Living Water Plan", believes that Yiwu has become the leader of county e-commerce, not only because Yiwu has a long "electric shock" time, but also because Yiwu e-commerce is constantly innovating, transforming and upgrading. He said that the gradual transformation of enterprise e-commerce from traditional e-commerce to "e-commerce + service providers" will likely become a new driving force for the development of e-commerce.