The Supply Chain Dispute Behind The Live Broadcast Of E-Commerce: A Lot Of In-Depth Layout Of The Pearl River Delta

"This neon lamp can change into different shapes according to its own preferences. It's very creative, and young people deserve it." On the morning of May 18th, Lao Guonan, Secretary of the Party committee of Heng Lan town, Zhongshan, Guangdong, went into a lot of live rooms, and used warm "Guang Pu" to promote the banner lighting to consumers.

This is not the first town official who goes into a lot of live broadcast rooms. In the past six months, the village head, secretary and president have entered the live broadcast room, which is nothing new. The social environment and epidemic situation have greatly promoted the development of live broadcasting. Not only is the buyer adapting to live shopping more, but also the seller accepts, and uses live broadcast this new consumption mode to achieve a breakthrough in the predicament.

Compared to the change of shopping behavior, the live broadcast providers really fight behind the perfect supply chain. The mature and perfect industrial chain and huge Chinese factories are the basis for recommending hundreds of commodities and tens of millions of sales per day. Dozens of woolen shirts, 4 yuan LED bulbs, factory direct lighting and so on, the Pearl River Delta manufacturing boom has become the source of power in the Pearl River Delta region. The live broadcast of e-commerce has become a major highlight of the transformation and upgrading of the Pearl River Delta manufacturing industry and coping with the epidemic.

Cao Lei, director of the e-commerce research center of the economic and social organization, said in an interview with the economic news reporters in twenty-first Century that no matter what platform it was, the industry chain and supply chain behind it were in the final analysis. The live goods are changing from product, content to socialization, so as to complete the transformation of "people looking for goods" to "goods for people". "Surface spelling is essentially the ability to integrate content and socialize on the supply chain."

Through direct broadcast to domestic trade

During the rapid spread of the live broadcast, the Pearl River Delta region, the most developed Chinese manufacturing industry, has firmly grasped the draught. The town of Heng LAN, located in Zhongshan, Guangdong, is only a miniature of the live broadcast of the manufacturing industry in the Pearl River Delta region.

In order to speed up the transformation and upgrading of lighting industry in Yalong, Yalong town caught the outlet of direct seeding electricity providers, joined hands to create more live platforms and dozens of brand enterprises, and held a lighting Shopping Festival in mid May.

The best lighting products across the fence, through the factory direct purchase Festival, a lot of landing. In the factory direct purchase festival site, more than 50 cross bars lighting lighting enterprises also opened 48 hours long live broadcast, the whole live broadcast attracted a total of more than 3 million netizens onlookers. Among them, only one official live room in the southern part of Lao Guo entered, the surround netizens nearly 1 million 400 thousand. In May 18th alone, sales volume exceeded 5 million yuan.

"The product we sell today is a simple, most common LED bulb. The normal price is 8 yuan. Today, in the live room of the Secretary, we have a direct discount to 4 pieces of wallet." Zhang Xinghua, general manager of Guangdong AKT new material Polytron Technologies Inc, told the twenty-first Century economic news reporter that the foreign sales accounted for more than 70%, because the epidemic affected the capital chain, and the rate of repayment also slowed down. In the past, there has been no expansion of the domestic market, mainly the lack of capacity, and relatively high foreign trade profits.

Although the company has opened stores in Tmall and Jingdong, the cost of traffic conversion is too high, and conflicts with agents are not easy. "Much more recently, we are doing the domestic characteristic industrial belt, helping foreign trade enterprises to sell domestically, which brings a lot of traffic. The idea of upgrading is very compatible with ours. In Zhang Xinghua's view, it is the middle and low end market that is spelled more and more. It is a long-term plan, and will not play a price war in the near future. In addition, there is no commission at present, which is a low cost opportunity for a start-up brand.

In the live room, almost all lighting manufacturers have brought in special products. In the face of the sharp drop in foreign trade situation, manufacturers will turn their attention to the domestic C terminal market. The electricity supplier is a channel that can not be separated from each other, and it is also a shortcut for users to reach the fastest.

What concerns the outside world is that behind the considerable sales figures of the live broadcast of the electricity supplier, what is the low price? In the industry view, the coverage of the whole industry chain has greatly reduced production costs. Wu Guangting, deputy party secretary and mayor of Heng Lan town, said that at present, there are more than 8000 lamps and lanterns enterprises in Heng Lan town, covering the whole chain product line from lamps and lanterns design to accessories. And lighting industry related hardware accessories, plastic parts, logistics warehousing and other supporting enterprises more than 2000. The large scale of production and the perfect matching of industries have become the core competitiveness.

In addition, because goods are directly accessible to users from factories, the costs of marketing, channels and agents in the middle are omitted.

Compared to the change of shopping behavior, the live broadcast providers really fight behind the perfect supply chain. Vision China

Reconstructing supply chain

In addition to Zhongshan's leading manufacturers of lamps and lanterns to expand the domestic trade, Foshan also aims at this outlet.

In May 15th, the Foshan municipal government reached a comprehensive strategic cooperation agreement with more than one. It is expected that by the end of 2020, the two sides will promote more than 1 new businesses and brands to enter the "Foshan superior product hall", and drive the consumption of consumer goods manufactured in Foshan to hit the target of 120 billion yuan online.

Beautiful, Galanz, Vanward new electric, Haitian flavor, new Pearl ceramic, Dongpeng holdings, Yida textile, Louvre home eight Foshan industry representatives brand opened the "President live broadcast" of FoShan Railway Station, through the live broadcast of Xinhua, and many more live rooms to promote Foshan quality brand.

In fact, in recent years, Foshan has been actively promoting the digitalization and intelligent transformation and upgrading of various industries, and has greatly expanded the market scale of related industries through joint efforts and many other platforms. Foshan Electronic Commerce Association monitoring data show that in 2019, Foshan achieved B2C and C2C retail sales volume of 284 billion 280 million yuan, an increase of 18.15% over the same period, and the number of e-commerce service employees exceeded 163 thousand, an increase of 21.6% over the same period last year, and the number of employment groups indirectly driven by the electricity supplier exceeded 350 thousand.

According to Cai Jiahua, standing committee member and deputy mayor of Foshan Municipal Committee, as of the end of 2019, there were already tens of thousands of high quality enterprises in Foshan, and the annual sales volume was over 55 billion yuan.

"There will be a peak recovery period in 7 and August. Foshan bathroom represents the whole weathervane of the bathroom industry. This year's change is that traditional manufacturing industries pay more attention to live broadcasting and electricity providers. We have an enterprise in April sales increased by 15%, he was in live broadcast with local dealers interaction, traffic is to the following distributors. Foshan bathroom association related sources revealed that the current sales of bathroom manufacturers, 40% from refined decoration, 30% from the electricity supplier channels.

For the whole industry, live broadcasting is a good tool, but how to rebuild the new supply chain and integrate online and offline channels becomes the next step. Zhong Hong, director of Dongpeng bathroom and bathroom marketing department, told the twenty-first Century business news reporter that in February this year, the company launched the selling mode of live and carried goods throughout the country, which will be constantly adjusted according to the changing habits of consumption trends. "Building materials are rarely bought online, and more are a supplementary touch tool. We hope it is part of our overall link, not a single channel for sales. "

When the industry decision-making chain is too long, brands need multiple links to enable consumers to understand the brand comprehensively and integrally. "Under such special circumstances, the online platform can provide a variety of touch ups, and the platform can provide a wealth of experience tools. Most importantly, under such a background, we have a comprehensive understanding of the front and rear ends of the products. With the help of a lot of platforms, we hope to enter the second tier cities from the three or four tier cities and become a large link. Zhong Shihong revealed that sales began to return from March this year. From the supply chain perspective, users need to meet not only single needs, but also integrate into a trend.

It is learnt that, in addition to the "new brand plan" and "ten billion subsidy", we will also introduce the "limited time kill" business unit for the first time to help Foshan's industrial belts promote the "million order spike" action, and implement a series of measures for the sharing and digitalization of various industries. Among them, including the training of electricity providers, through many universities to help Foshan, support Foshan to foster business talent and team, so as to build the entire Foshan commodity end, manufacturing end, server side, business side.

Platform all-around help

In the Pearl River Delta region, more and more local governments rely on the industrial characteristics and platform advantages, focusing on supporting enterprises to expand orders, steady production capacity, steady employment, and push outward production capacity to turn to the domestic demand market.

As the "capital of the world manufacturing industry", the gross national product of Dongguan reached nearly trillion in 2019. It has the industrial belt of various consumer goods, such as textile and clothing, home manufacture, toy manufacturing, electronics industry and so on. In 2019, the total value of Dongguan's exports exceeded 860 billion, which is the third largest foreign trade city in China. On the electricity supplier level, Dongguan's annual electricity supplier turnover reached 500 billion, of which the cross-border electricity supplier's import and export reached about 40 billion yuan.

In addition to foreign trade, Dongguan is also playing an important role in the domestic demand market. In recent years, Dongguan manufacturing accelerated to "Dongguan intelligent manufacturing" transformation and upgrading, and produced a number of brands such as OPPO, VIVO, Mu Si bedding, YISHION clothing. The total industry of Dongguan has nearly 100 well-known trademarks in China.

It is reported that more than 1 companies will jointly introduce more than 10000 quality Dongguan enterprises and brands in Dongguan, and create "Dongguan superior products Pavilion" on the platform. At the same time, with the help of new digital exhibition technology such as live broadcast, the two sides will promote the whole chain of consumer goods made in Dongguan and impact the target of 100 billion year sales on line.

Li Yizhong, former Minister of China Federation of industrial economy and Minister of Ministry of industry and information technology, said that the epidemic affected the demand and supply. It is more urgent to expand domestic demand after the outbreak. We should start with encouraging consumption and expanding effective resources, and support enterprises, especially small and medium-sized enterprises, in their own efforts to preserve and enhance their supply capacity. Industrial digitalization starts from enterprises, and enterprises establish and improve internal network and external network, realize internal integration and external socialization. We should start from reality to build intelligent factories, make up short boards, strong and weak items, do well in technological transformation, and step by step.

There is no doubt that the strength of the platform can not be ignored. Since March, many industries have taken the lead in the innovation and sale mode in the whole country by taking the innovative measures such as "the industrial belt to resume the work and the big network" and the online "fight together". The live broadcasting mode represented by "mayor's Live Room" is the engine, combined with the innovative marketing methods and platform special subsidies that are combined with many platforms, such as tens of thousands of people, purchase, personalized recommendation and so on. The Pearl River Delta's industrial zone live broadcast energetically stimulates domestic consumption demand, assisting the industry and enterprises to win the battle against the epidemic, resuming work and resuming production, speeding up the sale of enterprise's products, and promoting the online industry. Development.

Following the town of Heng LAN and Houjie, the following towns, including Cha Shan town, Changping town and Changan Town, will continue to rely on their own superior industries such as food, toys, mother and baby, hardware accessories, and so on. The joint regional brands will build more exclusive "industrial live rooms" in the process of building more and more Dongguan. Through organizing the mayor's live broadcast and brand enterprise direct seeding activities, we will focus on the competitive industries, brand enterprises and quality products of every town in Dongguan.

Chen Qiu, a vice president, told the twenty-first Century economic report that through in-depth cooperation between the two sides, with the help of direct selling, C2M and other new exhibitions, it is expected that in the coming year, Dongguan's light industrial consumer goods and agricultural products will be exceeded by 100 billion yuan in annual sales volume.

Aiming at the manufacturing enterprises in the Greater Pearl River Delta region, we should give more data and traffic support to make up for the short board in the brand and channel.

During the epidemic, Vanward new electric co worked with many other businesses to develop new markets and new e-commerce channels. With the help of many user data, we analyzed the categories, looked for useful information, observed the sensitivity, consumption habits and preferences of prices, so as to develop new products more effectively.

Another bright lighting from Zhongshan is also revitalized by platform strength. As a veteran foreign trade enterprise, Hong Liang products are exported to Europe and the United States. During the epidemic, the impact of Hong Liang was far beyond imagination, and the pressure faced by factories was unprecedented.

In order to survive, Hong Liang turned to domestic sales, but due to product mismatch, unit price is high, sales are also in trouble. At present, 80% of the factory's foreign trade orders have been cancelled. If the production is not resumed as soon as possible, the factories will not be able to operate normally. In the lead of the local government, in May 15th, many bright lights were set up. On line only two days, fans will reach more than 500 people. The salesman who acted as a anchoring agent made a live broadcast and sold nearly 100 items.

Pu Yansong, general manager of Hong Liang lighting, told reporters in the twenty-first Century economic report that lighting is simple, compact and easy to install and decorate. It is also an advantage from traditional lighting. "I see a conclusion reached by Luo Yonghao and other anchorpersons when they sell their homes on the live broadcast. Large quantities and high price of passengers are not easy to generate impulse consumption. Especially for household products, the decision-making chain is long, and needs to be considered for decoration style, housing environment and so on.

In his view, live broadcasting is the trend of the future, products must be "short and fast", word of mouth is also very important. "Although we spend more time on the Internet, we find that as long as the price is high and the price is slightly cheaper, the sales volume is naturally high. Products earn word of mouth, in order to slowly accumulate loyal users of the shop, a group of fans. Now there are not many products in the shop. We also want to try the response of consumers. We will expand the category in the future. We hope to increase the proportion of domestic sales to 50% by means of platform. "

Policy dividends to be excavated

This year's epidemic has closed a door for businesses, and live broadcast has opened a window. Before this year, no one could predict that the live business will be written into the government's work report. In the magic of 2020, let imagination become reality.

In the government work report of 2020 in Heng Lan town, the factory direct purchase festival held by Heng Lan town was written. This is also an important landing activity for the government of the cross bar government to reform and promote innovation and help develop the lighting and lighting industry belt. In the view of the stakeholders, live broadcasting is just a tool, which relies on the double advantages of the industrial chain and the supply chain. Only in this way, live broadcast is not a flash in the pan.

"We hope to help enterprises recover from the epidemic as soon as possible," Lao Guo Nan said. "The online economy brings changes in the sales pattern of the entire industry, and it is also the way we should work hard." Lao Guo Nan said that as a manufacturing base, Heng LAN has great advantages in products. "All our products are made from their own factories. By reducing the middleman's links online, the cost and price of sales can be reduced, which can bring more consumers with real, inexpensive products."

It is reported that the 2020 factory direct purchase Festival, which was built by the government of the government, helped enterprises to expand their orders and stabilize their production capacity. On the other hand, it helped enterprises to get rid of the epidemic situation and restore business confidence at an early date. "The government is undoubtedly the best choice for the government to help enterprises further open up their markets and embrace the Internet. With the help of many influential platforms like this, it will spread the banner lighting to all parts of the country." Liang Zeji, deputy mayor of Heng Lan town, said so.

Coincidentally, with the effective control of the domestic epidemic, Foshan has successively introduced a series of supportive policies in the critical period of economic uphill, and has launched a series of activities to launch "Foshan superior products and cloud purchase e elections" as an important measure to help enterprises achieve further development.

During the epidemic period, electricity providers played a huge role. We will take the power of the whole city to help Foshan enterprises to fully access the Internet, line up, cloud up and go up the steps, and continue to build the online life scene with "home and Foshan built". Cai Jiahua, standing committee member and deputy mayor of Foshan Municipal Committee, said.

For many foreign trade enterprises, the primary task of this year is to "live". According to the import and export data previously released by the General Administration of customs, China's foreign trade export volume in the first quarter of 2020 was 3 trillion and 330 billion yuan, a decrease of 11.4%. Due to the continuous spread of the international epidemic situation, with the increase of uncertain factors, the foreign trade enterprises whose orders are cancelled or postponed will have to adjust the direction and export to domestic sales.

The government took the lead in talking about cooperation, and government officials took the lead in broadcasting live goods, becoming the norm in the Pearl River Delta region. On the evening of May 18th, Liang Zeji, deputy mayor of Heng Lan town, took advantage of his working hours to enter the factory's direct shopping festival to introduce the industrial advantages of the fence to users, and at the same time push the products and welfare.

Recently, a lot of efforts have been made to achieve strategic cooperation with Baiyun District of Guangzhou. Baiyun District "beauty makeup superior hall" will also be formally settled in a lot, the district's Adolf, water code, Carslan, Han Hou and other well-known brands will be admitted to the Museum of quality products. A lot of co founder dada said that in the future, a lot of efforts will continue to be combined with the local government. A series of innovative initiatives will be implemented around the broadcast base, the intelligent production, digital marketing and personnel training of enterprises, so as to drive the online platform of high-quality production capacity online, and focus on helping a number of export enterprises to transform the domestic market, and help enterprises to return to the development of fast lane in a special period.