Cheng And Shoe Chen Lin: E-Commerce Becomes A Breakthrough In Traditional Manufacturing Industry

< p > in fact, in the real economy, more and more traditional a href= "http://www.91se91.com/news/index_x.asp" > Enterprise < /a > began to rely on e-commerce to improve the overall efficiency of production, supply and marketing.

Under this trend, how to make money flow faster and meet the needs of the development of enterprises in the new era is not only a realistic challenge for enterprises, but also an opportunity for enterprises to surpass development.

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< p > as a representative of the traditional manufacturing industry, how can Chen Lin, chairman of the private enterprise, Jiangsu Cheng and < a href= "http://www.91se91.com/news/index_x.asp" > shoe industry < /a > Co., treat the pformation and upgrading of the integration of traditional industries and IT? What is the way out for the future development of the manufacturing industry?

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< p > < strong > > reporter: < /strong > because the global export is slump, it has a great impact on Chinese enterprises. In addition, the emerging economies such as India also come to a big slice of competition and the competition is increasing. Our manufacturing enterprises are struggling to survive. What do you think of the pformation of traditional industries? < /p >

< p > < strong > Chen Lin: < /strong > before, China has low labor cost and the advantage of product price.

Now, the international environment has begun to change. With the appreciation of the renminbi and the increase of export costs, China's labor force has no advantage, and neighboring Vietnam and other countries have highlighted their low labor advantage in manufacturing. Under such circumstances, China's manufacturing enterprises have to be forced to pform, especially coastal enterprises which rely mainly on exports.

The pformation of these enterprises is basically based on two options, one is the development of the eastern and western parts of China, the other is that even if it is still on the coast, the export direction should also be fine-tuning, and at the same time, the domestic market should be opened, otherwise the survival space of the enterprises will be very small.

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< p > strong > reporter: < /strong > from export to domestic sales, how to open up the domestic consumer market? < /p >

< p > < strong > Chen Lin: < /strong > in the manufacturing export enterprises, a large part of them is private small and medium-sized a href= "http://www.91se91.com/news/index_x.asp" > Enterprise < /a >. In the process of fighting in the domestic market, if the large-scale launch of physical stores, financing will encounter a big bottleneck, so enterprises will focus on e-commerce.

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< p > take Gaoqiao Town in Zhenjiang, Jiangsu as an example. 30%-40%'s main snow boots business has begun to pform into "a href=" http://www.91se91.com/news/index_x.asp > e-commerce "/a". Some enterprises are doing their own business, and some are in the form of electronic business platform cooperation.

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< p > most people will think that the electricity supplier is the network sale, but the real meaning electronic commerce includes the product demonstration, the on-line sale, the post-sale service, the physical distribution and so on.

It is an industrial chain, not just a sales terminal.

If it is purely online sales, it may encounter great risks.

There will be a backlog problem. If it is not produced by the enterprise itself, the quality can not be well controlled.

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< p > strong > reporter: < /strong > integration of traditional industries and the Internet will inevitably lead to new business models. What kinds of difficulties are usually encountered in the course of manufacturing business? How to solve them? < /p >

< p > < strong > Chen Lin: < /strong > first, lack of experience and lack of professional talents. Some enterprises only know how to hang products online instead of taking care of them.

E-commerce is different from traditional industries. Traditional industries can accumulate the way of thinking this year, and continue to innovate next year. E-commerce needs to compete with time.

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< p > Second, financing is difficult.

Private enterprises have no advantage in capital, some enterprises are hard to guarantee, even if there is guarantee, the amount of funds is limited.

So that some private enterprises in private financing, such as loans to small loan companies, if Yin and yang contract is done, the cost of loans is very high, and the risk of enterprises will also increase.

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< p > electric business development to a certain extent, funds will inevitably encounter bottlenecks, such as "a href=" http://www.91se91.com/news/index_x.asp "Taobao" /a "double 11", businesses do not know how many products will be sold on the "double 11" day, how many products can not be determined, "double 11" activities end, if more sales, logistics will be delayed, resulting in buyers can not pay in time, one back to a month later, the money is not in place, "double 12" began again, but also need a new round of stocking.

As an ordinary export enterprise, without domestic sales experience, enterprises will be hoarding a lot of goods if they are careless. Once the "double 12" is passed, it will be closed at once. Once the peak season is over, the product will be overloaded.

In my opinion, the electricity supplier is also a double-edged sword, which can expand quickly, and the operation is not good, which is also a great burden.

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"P" suggests that small and micro e-commerce enterprises can save the cost of warehousing. For example, one enterprise has ten thousand pairs of stock, and 100 enterprises need to stock up to 1 million pairs. In the case of a group of 100 enterprises, a total of 50 thousand pairs is enough.

The second solution is differentiated competition, clear positioning, high-end high-end high-end, low-end end of the middle and low end, the most afraid of positioning is not clear, do not see money making rush into the swarm, so that will be like our photovoltaic industry.

To mention a brand, it immediately reflects the impression and particularity of the brand. If everything is done and what is not done, it will not be competitive.

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< p > strong > reporter: < /strong > with the maturity of e-commerce, the cost is also increasing year by year. How can we better control and digest the cost? < /p >

< p > Chen Lin: we should use relevant policies to get government support.

Now that the state has already begun to subsidize exports by 2 per cent, it has begun to highlight this trend.

In terms of advertising, enterprises should calculate the proportion of earnings and put in the best time each year to save costs.

At the same time, in the event of bad weather such as snowstorms, some snow boots will be donated. On the one hand, they will support the disaster areas, and on the other hand, they can also deduct income tax.

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< p > strong > reporter: < /strong > will you expand the production or expand the electricity supplier for the future development of the enterprise? < /p >

< p > Chen Lin: "I will not expand production, only expand the electricity supplier."

In the production process, labor costs and other costs are increasing. If the enterprises develop to a certain scale, they can seek to go to other countries with low labor costs. The private entrepreneurs should treat China in a practical way, and turn from the globalization of sales to the globalization of procurement.

Moreover, the expansion of production scale and management is very painful. China will gradually enter the aging society in the future. The main labor force will become scarce resources. At this point, the expansion of production is not the best choice as an enterprise interest.

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Why do I want to expand in the electricity supplier? I think that the extension cost of e-commerce is relatively small, for example, the fixed cost of 10 thousand pairs of shoes in one year is 500 thousand, which may be 20 thousand double costs a year, the cost may be as low as 510 thousand, and the cost of epitaxial growth is very low, so it can be expanded. P

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< p > < strong > reporter: < /strong > What does traditional industry informatization include? < /p >

< p > < strong > Chen Lin: < /strong > for example, the manufacturing enterprises and banks are exchanging points, and now the banks themselves only do the exchange for the enterprises or products of the system, and can not integrate with other banks to accumulate the total convertibility, and the big fusion will become a trend. After integration, the consumers can exchange higher value products, and the integral efficiency is improved.

If we open up to the market in the future, such as cooperation with banks and airlines, it will cost an electronic currency.

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< p > < strong > reporter: < /strong > what will be the future of the manufacturing industry after the information wing is inserted? < /p >

< p > Chen Lin: "the strong are strong, and the weak are gradually eliminated or acquired."

Future division of labor will be more clear, for example, an industrial chain, there will be oligopoly enterprises, such enterprises to buy some weak enterprises, forced to drive his electricity supplier sales, in the future will develop electricity providers in this way.

The development of hundreds of millions of flowers will not happen in the field of electric business, and only a small number of enterprises will be formed as the leading industrial clusters.

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< p > what I call "enterprise strength" is not a strong fixed asset, but a strong cash flow and a strong profit model. It is a strong software rather than a strong hardware.

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