"Net Red" Forced Dongguan Manufacturing Industry Chain Upgrade An Important Incision.

One day in December 2019, the leaders of the more than 20 direct seeding agencies came to Dongguan, which was warm and spring from 3000 kilometers away from the snowy northeast, to find the net red products suitable for their location in Dongguan. In the 10 Fen main towns of Dalang, the net red machine and the net red came to Taobao to find the best quality goods, while the Humen electricity supplier Industrial Park was also carrying out a transformation to create a commodity display area with an area of over 8000 square meters.

After the 10 years of high-speed development of the e-commerce industry, and gradually transformed into "traditional electricity providers", the "subversion" marketing mode has become an important incision for the upgrading of the manufacturing industry chain.

How can Dongguan, a manufacturing city, cope with the dividends brought by the net red economy and take the red economy express? Some experts believe that there are challenges in organic encounter. On the basis of the existing industrial chain foundation, Dongguan enterprises should find the suitable features for the development of net red, forcing products upgrading and industrial upgrading, turning challenges into opportunities, and turning opportunities into dynamic energy that promotes industrial transformation and upgrading.

Live direct fire

Product logic behind planting grass

"Old fellow iron, order", live broadcast "grass", "long grass", "weeding"... A revolution in terms of liquidity efficiency, supply chain speed and the rise of new brands has spread all over the country with the Internet.

Every day, Tmall, fast hand, B station and other large and small business, live broadcast platform are staged a shopping Carnival feast. With the huge fans' head, the net is red and the answer is 100%. In a short span of five minutes, there can be as many as 15000 pieces of goods sold. A myth of making rich people is shown on the other hand. On the other hand, the live newcomers have just done their best, and there may be few sellers.

After more than 10 years of rapid development, the electricity industry has matured to usher in a new way of playing - live goods. The consumer group has changed, the game has changed, and the logic of product marketing has changed -- the cultivation of customers and the introduction of products are known as "planting grass", and the product characteristics are called "tonality".

Live with goods, short video "grass" with goods in the end how much fire? It can be seen from the number of recruits.

Recently, the short video / live industry talent development report released by Zhaopin 2019 shows that in the three quarter of 2019, the number of jobs in the short video industry increased by 325.28% compared to the same period last year, and the live industry grew by 127.50% over the same period last year. The rapid growth industry attracted more talents to enter. In the three quarter of 2019, the number of CVS delivered to the short video area increased by 371.69% compared with the same period in the short run. The growth rate of the live industry CVS was 242.12%.

Yuan Xincong is a shop owner of a Tmall shop in Dongguan who deals in clothing, shoes and other products. His first sentence in the process of exchanging with reporters is "we as a traditional electricity supplier". Yuan Xincong, who is a post-80 generation, has been doing business for many years on Tmall, Jingdong and other electronic business platforms. It is already somewhat unclear how to broadcast live goods. How can this mode sell hundreds of thousands of products in a short half an hour, with a turnover of up to ten million yuan.

Now, after 90's 00, it has become the main force of the consumer market. With the growth of the Internet, the concept of big cards is becoming more and more desalinated. They are more interested in products that have their common interests and have more social symbols and emotional appeals, and become the main category of their shopping. This has led to the fact that "non-standard products" have become one of the most popular categories in the retail industry.

The so-called "non-standard goods" refers to products that do not have uniform market standards and clear specifications and models. Besides the material cost of goods, such products often have more symbolic and emotional attributes, and there is a large premium space. This will undoubtedly become the preferred product type of live goods.

Live broadcast of goods and short video grass is a small part of the product in the market sales system. But judging from the perspective of the whole industry, the change of its consumer groups, consumption psychology and gameplay will bring enormous impact on the whole industry chain from product creativity to manufacturing, and then to the entire process flow to the market.

Moreover, with the rise of short videos and the arrival of 5G, the development of this industry will also usher in a great draught period again.

"All things change. Whether it is the head of the network with a huge flow of red, or just live in the Taobao shop direct seeding staff, the people behind it will not fail, the key to sales evergreen is products and quality products. Wei Jianjun, general manager of Humen electricity supplier Industrial Park, said in an interview with reporters that the consumption group changed, but the demand for consumer quality remained unchanged. The focus of consumption shifted from product attributes to emotional appeal and social symbolic expression, but the demand for high quality service for consumption remained unchanged.

Yuan Xincong also expressed his thoughts on live goods. "Live goods change is the way of contact between sellers and consumers, faster and more interactive, the same is the product's own attributes."

Dongguan action

Build a docking platform for goods sales

One day in December 2019, the leaders of the more than 20 direct seeding agencies came from a snowy northeast to a warm spring Dongguan 3000 kilometers away - they were going to Humen to find a net red product suitable for their location.

In Dalang, the famous town of wool weaving, there is a network live platform to talk about cooperation. Many net red directly went to woolen mill to look for goods.

At the same time, many Dongguan electric business enterprises that sell products on Tmall, Jingdong and other platforms have also entered the plight of high cost of customers, and are faced with the challenge of finding new sales channels.

One side needs high quality products, and the other is in urgent need of sales. How to achieve seamless connection between Hong Kong and Hong Kong enterprises? What actions have been taken by the Dongguan company when the products are ready?

Tang Ming, the head of the Dongguan business association, launched the flying trapeze in 2019. Zan is a company that can provide the whole industry full scenario business solutions. As a person in charge of a large number of businesses in Dongguan, Tang Ming has the identity of docking with Guan enterprises and direct seeding agencies.

"Companies look for products, and direct seeding agencies look for the right products. There is information mismatch between the two. On the one hand, it has served a large number of manufacturers to do business, and on the one hand is creating a live broadcast platform. This leads me to become the middleman of many times. Tang Ming said, the construction of the platform has become the key.

After 5 years of development, Humen Electric Power Industrial Park has built a complete set of service system for service enterprises in the park. "At present, with the advent of live and short videos, with the 5G landing, the ecological environment of e-commerce will change again." Wei Jianjun said that the marketing mode of live broadcast or short video is a change in the way of communication between manufacturers and consumers, and an upgrade of shopping experience.

For this reason, Wei Jianjun and his team went to many places, and after half a year's research, they also chose a development path to build a platform. "First of all, in terms of products, big is not as good as small. According to the existing format and the development of the garment industry in the park, we decide the future clothing for the purpose of large size category. Wei Jianjun said.

The timing is fleeting. At present, a layer of space in the Humen electricity supplier Industrial Park has been vigorously reconstructing. "We plan to build a large size display area of 8000 square meters to 10000 square meters, which will be selected from the net red agencies and direct seeding people from all over the country." Wei Jianjun said, at present, there are large scale category businesses in the park to respond positively, and there are many similar businesses outside the park.

On the occasion of Wei Jianjun's rapid planning platform and the platform of direct seeding for goods and factory sales, the latest policy introduced by Humen town has injected powerful help to the development of this field.

Recently released the "Dongguan Humen town e-commerce development planning (2020-2025 years)" shows that Humen will integrate Dongguan's manufacturing industry, such as Humen clothing, Houjie shoe bags, Changan accessories, Dalong wool weaving, and other fashion industry cluster supply chain, relying on the resources advantages of Humen e-commerce industry park to promote the construction of the upgraded version of the "big bay district fashion business headquarters base".

Explore the future

Build net red economic products supply chain system

Based on the pattern of Guangdong, Hongkong and Macau, the construction of the fashion business headquarters base in Tai Wan has undoubtedly laid the policy foundation for the development of many e-commerce enterprises. But we must also see that competition from other cities such as Guangzhou and Shenzhen also exists.

In terms of products, neighboring Guangzhou and Shenzhen have their own advantages. Shenzhen is the capital of design, and the style of clothes is more representative of the trend. And Guangzhou Shahe clothing wholesale market has become a gathering place of net red card, famous for its complete cargo. For example, the goods in a shop may come from many stores in many regions. " Wei Jianjun said competition is everywhere. During the Spring Festival, there will be about 50 webcast personnel from all over the country gathered in Shenzhen to launch a large-scale live broadcast.

How can we break the situation in the face of this situation?

Recently, in the southern city of Dongguan, the heads of MCN (Multi-ChannelNetwork), which runs the live broadcasting network, discussed the establishment of a webcast Industry Association, aiming to jointly promote the healthy and orderly development of the webcast industry through industry communication and communication, industry development research, industry self-regulation formulation, and hot and difficult issues.

"The key to the healthy development of the association lies in how to rely on the existing industrial base of Dongguan to communicate with the large live broadcasting platform and Dongguan manufacturing industry, so as to facilitate the perfection of the supply chain system, so that they can connect more at a larger level and generate more grafting and future." Bruce Leung, one of the association's sponsors.

"In the context of the internal free external links, accelerating the supply chain system of the existing garment industry to meet the needs of the net red economy will benefit the park as soon as possible to catch the red economy express." Wei Jianjun said that the introduction of a live broadcast studio in the park, on the one hand, can drive the sales volume of the surrounding industries to rise; on the one hand, the direct seeding agencies will connect the external network with red live resources, better disseminate Humen's clothing, and attract more people to come to Dongguan and come to Humen.

In Shijie, Xie Xiaowen, chairman of the Orange Island Chau Chang and Shanda new media business park, is making full efforts to build the 2 mode of the electricity supplier. Through the online and offline mode, it plans to spend 3 years to build a "Internet + community" at home and start a job and eat, live and play one-stop experience.

Orange Chau Chang and Shanda new media Electric Industrial Park trial operation in June 2019, is also the first new media business park in Shijie.

In Xie Xiaowen's view, with the coming of 5G, the application scenario will speed up the expansion. New technologies such as VR technology, 4K/8K HD technology and holographic projection technology will redefine the live broadcasting industry, improve the efficiency of operation and cash flow, and empower the innovation development of other industries to spawn technological change. "In the future, people can only experience the appearance of clothes on themselves through the screen of mobile phones." Xie Xiaowen said that everything is just beginning and there will be more possibilities in the future.

"We see that with the upgrading of consumption, China's economy has developed from a scale economy to a smaller and more distinctive one. The products of net red belt have their own unique tonality. This tonality is the characteristic, that is, personal design and brand. Jiang Lin, Professor of economics at south of the Five Ridges College of Zhongshan University, said.

Jiang Lin said that Guan enterprises should seize opportunities and adapt themselves to the characteristics of the net red economy, and make use of the existing industrial chain foundation to create a supply chain system suitable for the net red economy, forcing the upgrading of industries to push the upgrading of products. Only in this way can we seize this bonus period, turn challenges into opportunities and transform opportunities into kinetic energy that promotes industrial transformation and upgrading. Jiang Lin said.