Shenzhen Built E-Commerce Demonstration City, Offline Export To Online Domestic Sales

In recent years, Wang Xionghai has become more and more busy.

Wang is a Agel Ecommerce Ltd CEO of Sai Wuzhou, Shenzhen. It is a company specializing in building e-commerce sales platform for traditional brand manufacturers.

At the beginning of the business, the mediocre company was now in a continuous order.

"The change began at the end of 2008."

Wang Xionghai recalled to our reporter that the financial crisis that brought it to Shenzhen made manufacturers think collectively about the pformation of the channel mode -- how to get rid of the excessive dependence on the outside world. Online e-commerce is undoubtedly a new path.

As a matter of fact, the rise of Shenzhen's orders is a microcosm of the pformation of e-commerce in China.

According to the data from the Shenzhen Municipal Administration of supervision and administration, as of the end of 2009, there were more than 3700 registered enterprises in the city (excluding online shops such as Taobao, pat, Alibaba, etc.), a large part of which was established in the past two years.

In November 16, 2009, Shenzhen formally approved the construction of the first "national e-business demonstration city" and injected a "strong heart" into the development of Shenzhen's e-commerce industry.

But how to "demonstrate" the "demonstration city" has become a common proposition for the government, enterprises and industry associations to explore the path of development.

After a period of investigation, our reporter found that despite the large number of e-commerce enterprises in Shenzhen, there is a lack of industry tycoons.

There are few truly profitable e-commerce enterprises.

Wang Xionghai said bluntly: "a lot of quantity, but the quality is not high" is exactly the realistic portrayal of Shenzhen's e-commerce industry.

After the approval of the first demonstration city, the test of e-commerce is in Shenzhen.

Exploring the "model city"

Soon after the first "national e-business demonstration city" was approved, Shenzhen's exploration of e-commerce development is already in a hurry.

The most rapid manifestation is the accumulation of industrial space.

This reporter learned that, in the first "national e-business demonstration city" approved soon, Shenzhen Luohu, Futian, Nanshan three zones respectively set up the Internet industry base, of which e-commerce enterprises become the focus.

"The preferential policies offered by the Luohu District government are unprecedented."

CEO Guo Jianwu told reporters that at the beginning of this year, he moved the company from the expensive bamboo forest to the Luohu Internet Industrial Park and became the first batch of enterprises to enter.

It is reported that the Luohu Internet industry park has given larger policy support to enterprises in terms of rent, R & D, intellectual property and enterprise operation.

For example, on the rent, at a monthly rent of only 30 yuan per square meter, the government will also give a certain rent subsidy.

"More importantly, the government has begun to help in building some soft environments."

Guo Jianwu disclosed that the Luohu District science and Technology Bureau introduced the traditional industries and the docking of e-commerce enterprises: "this helps us solve the problem of supply to a certain extent."

In the Regional Industrial Park "test the water" at the same time, Shenzhen level policy exploration is also gradually advancing.

In April of this year, the Shenzhen municipal market supervision and Administration Bureau promulgated the "measures to serve the development of e-commerce market", becoming the first batch of new policies after the approval of the "demonstration city", and its policy exploration mainly focused on three aspects.

First, we should further relax the market access threshold for e-commerce enterprises.

For e-commerce enterprises without office entities, they can use the domicile and office area of the trustee enterprises to register for enterprises.

Second, relying on government credit, we should build an e-business integrity platform.

Third, the government takes the lead to standardize and standardize the related supporting systems of payment system, information system and logistics system.

"The new deal has just been introduced, and its effect can only be reflected in the follow-up.

But the degree of participation of enterprises in e-commerce is gradually improving.

Gao Shenghan, Executive Deputy Secretary General of the Shenzhen E-Commerce Association, told reporters that the association was only over 160 members at the end of last year, and it has developed more than 200 in only half a year.

More than that, more foreign businesses have also regarded Shenzhen as the hub of their e-commerce operations.

Following the Alibaba group's southern headquarters and international operations headquarters located in Shenzhen, Dunhuang network also intends to locate Southern China's operation center in Shenzhen.

Dunhuang network CEO Wang Shutong told reporters: "in addition to Shenzhen's own advantages in the foreign trade industry, it is also important to watch the driving effect of the demonstration city."

Offline export line

"The development of e-commerce in Shenzhen should be combined with the advantages of Shenzhen's traditional industries."

In April 28th, Feng Nianwen, deputy director of the e-commerce Supervision Department of the Shenzhen municipal market supervision and Administration Bureau, told reporters.

This is also a feature and direction for the future development of Shenzhen's e-commerce industry.

In fact, in the existing e-commerce enterprises in Shenzhen, except for a few independent third party trading platforms such as Tencent's pat Network, most of them are B2B or B2C platforms built on traditional industries.

Gong Wenxiang, a senior member of Shenzhen's e-commerce industry, analyzed: "combining traditional trade with foreign trade is a major feature of Shenzhen's e-commerce industry."

Foreign trade e-commerce platform, Shenzhen one taton, its predecessor is a traditional export trade service company.

Wei Qiang, general manager of Datong, told reporters that the pformation of e-commerce can combine traditional trade services with the convenience of e-commerce, so as to simplify the customs clearance process (blog) is now "online foreign trade".

"Shenzhen has a large number of foreign trade enterprises, which is the basis for the survival of a Datong e-commerce platform."

Wei Qiang said, how to connect with more traditional foreign trade enterprises will be the next step to expand the focus of foreign trade e-commerce platform: "I hope the government can set up the platform in the middle."

Correspondingly, the "offline export line" is another way for Shenzhen's foreign trade enterprises to pform e-commerce.

As the distributing center of consumer electronics products, clothing and jewellery in Shenzhen, the development of e-commerce has its inherent source of goods and industrial supporting advantages.

Difficulties in pformation of traditional industries

It is true that relying on strong traditional industries is the most obvious advantage of Shenzhen's e-commerce industry.

But the "back of the coin" focuses too much on the physical resources of the industry, and it becomes another layer of imprisonment for the development of Shenzhen's e-commerce.

Our reporter interviewed several cases of traditional enterprises' pformation of e-commerce, and learned that a large number of traditional enterprises only regard e-commerce platform as an online supplement to physical sales channels.

"Many traditional businesses see e-commerce simply as building an online sales website.

This is actually a misunderstanding of traditional industrial thinking.

According to Wang Xionghai analysis, the supply chain system, logistics distribution and marketing promotion of E - commerce are quite different from traditional industry sales mode.

"Compared with Beijing, Shanghai and Shenzhen, e-commerce professionals are relatively scarce, so that many traditional enterprises are unable to set up professional operation teams when they are pforming e-commerce."

Wang Xionghai told reporters that this has become a bottleneck for Shenzhen's traditional manufacturers to pform e-commerce.

The corresponding market predicament is that a considerable number of Shenzhen's e-commerce enterprises, though not too small, have a low turnover.

Gong Wenxiang estimated to our reporter: "more than 90% of Shenzhen's e-commerce enterprises are actually losing money."

This is not the whole obstacle to the development of e-commerce enterprises in Shenzhen.

This reporter interviewed learned that a large number of Shenzhen traditional enterprises in the pformation of e-commerce at the same time, often introduce venture capital, for its future listing.

However, in the actual cooperation, the venture capital and the traditional enterprise in the electronic business business philosophy is often contradictory.

"E-commerce, as the form of Internet industry, pays more attention to long-term strategic layout.

It is hard to make profits in the short term. "

A foreign venture capital investment manager told reporters that the traditional business operators pay more attention to the short-term business returns: "the difference in the concept of cooperation has led to a swing in the management strategy."

This is also an important reason why the industry believes that "Shenzhen can not generate Alibaba".

But Gao Sheng Han has different opinions on this: "Shenzhen's e-commerce does not necessarily need industry giants, but it needs a whole powerful e-commerce enterprise cluster."

"How to make all kinds of vertical e-commerce platforms in Shenzhen to build their core competitiveness will be an important exploration after the approval of the demonstration cities."

Gao Shenghan believes that how to integrate traditional management concepts with e-commerce marketing will be the focus of future exploration.