Can Land Village Continue To Develop Towards "Taobao Village"?

Talented people

Villages in the western region are rare, and there are villages in the land. This shows the degree of aggregation of the floating population here.

According to the data, there are about 2000 registered population in the land village, while the floating population exceeds 30 thousand.

Driving from the North Third Ring Road of Chengdu, it will soon be able to reach the land village in Pixian Town, Pixian, Sichuan. This is one of the few Taobao villages in the West.

According to the world clothing shoes and hats net, Ali is this year.

"Data", the top ten of the country's turnover, Pixian, Sichuan province (now renamed "Pi Du") became the only western county to list.

The high turnover of "double eleven" reflects the popularity of net sales in the local market.

In the land village of an Jing town in Pixian, there will be "recruitment difficulties" before and after "double eleven" every year.

In fact, the local government also introduced plans before and after 2016, hoping to develop the electricity supplier industry vigorously on the basis of "Taobao village" and strive to expand from "Taobao village" to "Taobao town" and eventually form "Taobao industrial cluster".

However, in a reporter's visit, it was found that although the land village is the most concentrated area in the local garment manufacturing industry, there is a dispute between "enter" and "retreat" in the sales channels.

Concretely speaking, "go in" means pforming to Internet business, but the problem is due to lack of autonomy.

With financial and technical support, the local network sales situation is not ideal, while the "retreat" is the sales channel under the regression line, and continues to use the sales mode of "former shop after factory" for more than ten years.

Located in the four ring road in Chengdu, the land village, in accordance with the latest local urban development plan, has actually become part of the downtown area of Chengdu.

Agricultural production almost ceased to appear here. As a traditional distribution center for Chengdu's goods trade, the local villagers built their own buildings to three or four storeys long ago, close to the largest wholesale market for goods in the western region, and rented them to the garment enterprises in the form of "shop in front of factories" in.

Land village is also surrounded by the logistics park and wholesale market of the size. It is the most concentrated area of logistics industry in Chengdu.

At 10 in the morning of November 21st, when the reporters came to the land village, most of the garment processing shops were still open, and the streets were as cold as cold as if they had gone through "double eleven".

Even if there are still some machines roaring workshop, but there is no busy scene.

Despite being assessed as "Taobao village", there are no shops related to online shops in the land village.

Only a street store selling clothing store, hanging outside the "double eleven" to shop, the discount is bigger than Taobao slogan, in the background of the electricity supplier to the countryside, become the epitome of traditional business and e-commerce game.

And after the "double eleven" before the "hard work" situation, people looking for work again gathered to Haruki's labor market.

Fu Qilin, 43 years old, wrote in an intermediary company, hoping to find a job in an electronic enterprise.

He is a rare inhabitant of the village who does not engage in the clothing industry.

His wife and daughter have been working in a clothing company in the village for many years.

Fu Qilin saw the changes in the village, "more and more cars, more and more outsiders, the land village is no longer a village, like a town in Guangdong".

Fu Qilin, who worked in Guangdong electronics factory early, saw the shadow of Guangdong, a large number of foreign population gathered more than 10 years ago.

It is worth mentioning that villages with talent markets are rare in the western region, and land villages have p.

According to the data, there are about 2000 registered population in the land village, while the floating population exceeds 30 thousand.

In the land village, the most widely spread is not the title of Taobao village, but the short-term huge dividend brought by the "double eleven" to the village.

"Double eleven" before and after, many factory workers have been working overtime for a month to night, sewing workers get the highest salary a month by more than ten thousand yuan.

Many people, like cotton picking workers, came to the land village in the early October to work part-time, and gradually left after "double eleven".

After a labor intermediary door in the land village labor market, a brand has just been posted, "female workers are recruited, with a monthly guarantee of 7000 yuan, and twenty after the twelfth lunar month."

The job hunter gathered around and looked away for a while.

"Workers are easy to find, but they are so mobile that they are always recruiting people."

Intermediary owner told reporters, "most of the factories in the land village are doing market goods, making Taobao too little."

Official data show that at present, there are about more than 1500 garment manufacturing enterprises in the land village, and about 1000 households have developed e-commerce networks around garment production and processing. The perfect matching of convenient pportation, many garment production enterprises, raw materials and logistics has promoted the local electricity supplier industry.

This allowed land village, an Jing Town, and Pixian to see the hope of further promoting the regional economy, especially the increase of rural residents, through the development of electricity providers.

A research report of an Jing town said that the development mode of an Jing town's electricity supplier is very similar to that of Hebei Baigou's luggage business, and that of Yiwu's small commodity businesses. It has strong traditional industries or specialized markets as support. Therefore, its electricity supplier has the characteristics of high efficiency, low commodity prices and strong competitiveness in the industry.

In November 2016, the implementation plan for the demonstration town of characteristic town released by an Jing Town showed that it will speed up the development of the rural e-commerce industry and make full efforts to create "e-commerce logistics gathering area".

According to the plan, in recent years, with the acceleration of urbanization, the population of foreign population in an Jing town has increased sharply, and the floating population in the area of service industry and processing industry has reached 160 thousand.

Garment processing, logistics and pportation, and professional market are flourishing in the town area. The total annual sales volume of the whole town network is more than 12 million yuan.

Based on the above factors, an Jing town will actively explore the "Internet +" new thinking to promote industrial upgrading, and actively promote the development of e-commerce industry. The ultimate goal is to achieve full coverage of e-commerce in Anyang Town, and complete the construction of Taobao town.

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In fact, in order to further promote the development of local e-commerce, land village in 2015 set up the "electricity supplier" position, specifically responsible for the development of electricity providers in the village.

Chen Lei is the second specialist. He told reporters that although the departments at all levels from county, town to village have introduced the development plan of the electricity supplier, the change of land Haruki is not big. He estimates that although the clothing manufacturers in the village have thousands of households, the most obvious change in the village is the addition of several express shops.

According to Chen Lei analysis, the reason why the scale of the electricity supplier in the land village failed to develop was mainly local garment manufacturers, most of whom were not directly engaged in the operation of online stores.

On the other hand, most of the shops here still keep the way of production for more than ten years. The only change is the owner, who used to pull the cart to the wholesale market of Lotus Pond directly. Now, it may be sold to Taobao shop owner to make a picture and sell it on the Internet.

In fact, in order to improve the competitiveness of village manufacturers, the village has also set up a Taobao incubator base to carry out free training for businesses, including training in industry trends, improving search rankings, and so on.

On the other hand, Chen Lei also said that in recent years, the operation mode of land village is still difficult to change in the short term. "Many clothing factory owners are already more than 40 years old, so it is not easy for them to re learn internet marketing."

What are the problems faced by the land village? Can it continue to develop towards Taobao village?

Xia Zibao is a well-known local clothing production owner. He has personally modeled himself as a Taobao model and endorsed his clothing brand.

He told reporters that sales volume has dropped a lot every year since he started shop four years ago. "Because the cost of advertising and brushes is too high, the operating cost will account for 30%, and the profit of online shops will not exceed 30%, so profits will be very low."

To this end, Xia Zi Bao opened a direct camp plant in 2017. "Now it is mainly engaged in factory direct operation. The price of factory premises is lower than that of online prices, and has a certain price advantage.

Over the past few years, sales of online stores have been declining, and sales of direct factories have doubled.

"In general, sales of online stores account for 10% of total sales, while factory stores sales account for 90%," said Xia Zi Bao. "Sales of online stores can reach 30% when they are" double eleven ".

When it comes to online sales, Xia Zibao thinks there is an imperfect place to operate online shops, that is, there is no way to do service.

"For the clothing industry, the online shop is mainly for young people. The products sold on the shop are more and more are coming back. My shop is mainly for thirty to seventy or eighty years old group. They prefer to shop in the physical store. At the same time, they can also provide services at the same time, such as the physical store can customize the clothing."

For the prospect of developing the electricity supplier in the land village, Xia Zibao believes that the future living space will be narrowed.

"Taobao village has created entrepreneurial opportunities for young people, but for some online shops, they have no factories, so there is no advantage in the price difference between factories.

In the future, manufacturers will occupy the market, and the mode of direct operation is the trend of future development.

Mao Rui started the garment industry in the second half of last year, mainly women's clothing, but has been losing money.

He told reporters, "now the competitive products of Taobao shop are all focused on originality. But at present, the homogenization of Taobao's market is serious, and the overall price is low. Now, a situation in the land village is serious homogenization. Without its original brand, it will encounter many difficulties when doing online shops."

Another Wang surnamed business owner said, "although the village will regularly give you lessons, provide some way of operation.

But I think we should also provide the overall operational planning, and each business mode of operation is not the same. The village only provides some basic help, and some problems encountered in the specific situation are still very difficult to solve.

"Now the competition of Taobao stores is very large. It is very difficult for several people to open up a network shop to compete with some large and group online shops."

He said.

Regarding this, Professor Wang Yi, a visiting professor at Southwestern University of Finance and Economics and Ali new rural research center, thinks that one is the external platform problem. "The overall electricity supplier environment competition is fierce. If the product and brand have no advantage, it is difficult to stand out"; the second is the problem of Taobao village's electricity supplier itself.

"In the past, businesses could make profits only if they had goods, but learned to open stores on Taobao, but now the Taobao has higher technical requirements and higher operational requirements, especially in the market environment of the Internet. The competition for competition is more intense than that of offline outlets."

Further speaking, Wang Yi believes that many shops in Taobao village, most of which have not studied professional knowledge of electricity providers, have not even engaged in the clothing industry before.

"At the beginning, mainly through imitation, to the different learning ability of different stores in the later period, their education level restricted the operation ability to a certain extent."

Wang said, "this requires the government to provide support and help, and the important thing is knowledge input, such as brand management, operation capacity of online stores, etc. Besides, the government should do well in infrastructure services, such as hydropower, communications and logistics."

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