Strategies and methods of e-commerce development in small commodity market

Strategies and methods for the development of e-commerce in small commodity market

With the development in recent years, the e-commerce industry has delivered an overwhelming voice in Yiwu market. E-commerce will become one of the core competitiveness of Yiwu market in the future. Then, the following are the strategies and methods for the development of e-commerce in the small commodity market that I will bring to you. Welcome to read and browse.

1 The positive significance of developing e-commerce in Yiwu small commodity market

1.1 Broaden the market radiation scope

The combination of offline tangible market and online intangible market has promoted the time and space of small commodity trading from limited to infinite, and the trading mode has changed from on-site, spot and cash to network informationization, dataization and automation, further broadening the international influence of the small commodity market with certain internationalization foundation and accelerating the construction of Yiwu small commodity internationalization process. Yiwu has a natural foreign trade advantage. As an international trade city, where manufacturers gather, it is the choice area of high-quality supply chain at home and abroad, with logistics advantages and open policy advantages. B2B, B2C websites and C2C sellers gradually play the role of goods transfer and combined distribution, replacing the role of domestic secondary wholesale market to some extent. Among the 2, China suppliers (exporters) members of Alibaba in Yiwu, nearly 1 have achieved foreign trade sales of more than $1 million through online orders, and some even exceeded $1 million.

1.2 Improve the efficiency of commodity trading

On the one hand, through electronic trading, Yiwu small commodity market can further reduce the transaction costs from transportation fees and communication fees, making its own transaction cost advantages more obvious. On the other hand, customers can quickly search for the goods they need from a large amount of commodity information through the network platform, and market operators can also publish their own commodity information and advertise their products through the network platform, and become real with the help of online payment and third-party logistics? Sitting in business? , improve transaction efficiency. The third-party e-commerce platform has effectively played the function of commodity display and trading, and nearly 4% of market operators have carried out e-commerce business.

1.3 Promote the development of e-commerce industry

In recent years, e-commerce in Yiwu has developed by leaps and bounds, which has formed a gathering situation of online merchants, and the e-commerce information platform and related supporting services have formed an industrial scale. In order to meet the needs of the vast number of online merchants in Yiwu, the e-commerce service industry in Yiwu has developed rapidly, and the e-commerce service industry chain such as express delivery, photography, training, creativity, promotion, online distribution, agency operation, e-commerce inventory mortgage financing, exhibitions and so on has become increasingly perfect. At present, there are thousands of online shop photographers engaged in product shooting in Yiwu, and there are nearly ten professional online shop photography institutions with an area of more than 5 square meters. In addition, Yiwu online merchants have cooperated with well-known e-commerce service companies to enhance their own strength. Xijie. com, one of the top 1 enterprises in China, cooperated with Zhejiang Yitong e-commerce company to carry out online distribution. Lingke e-commerce co., ltd. and? Dragon bag? Five traditional enterprises have reached cooperation on behalf of operation.

2 conditions for developing e-commerce in Yiwu small commodity market

2.1 Rich small commodity resource pool

Yiwu market is a unique online shopping mall? Warehouse? , a collection of 16 categories and more than 1.7 million items, e-commerce companies can achieve one-stop procurement in Yiwu. According to the survey of iResearch, more than 75% of daily necessities online goods in China directly or indirectly come from Yiwu market. According to statistics, more than 7% of goods of Yiwu online merchants come from Yiwu small commodity market. According to this ratio, Yiwu online merchants helped Yiwu market achieve a turnover of 35 billion yuan.

2.2 Convenient logistics distribution system

Yiwu has complete logistics outlets, more than 6 domestic consignment lines, more than 1 express delivery companies, and 17 of the top 2 global shipping companies have set up offices in Yiwu, forming a global cargo transportation and distribution network; Yiwu's logistics speed is fast, and it takes half the time to check goods from Yiwu on average compared with other cities. The logistics cost in Yiwu is low. According to statistics, the logistics cost in Yiwu is only 12% of the total cost of goods, far below the national average cost of 17%. At present, the daily average volume of domestic express mail reaches 4, tickets, and in 212, the express delivery business volume ranked seventh in the country. Convenient customs clearance policy and perfect modern trade circulation system make the circulation of goods smoother.

2.3 Good e-commerce environment

The scale of e-commerce business entities has gathered, resulting in? Depression effect? . Yiwu has 6, market operators and 2, market employees, all of whom are potential e-commerce operators. As the developer and manager of Yiwu small commodity wholesale market, Shangcheng Group began to plan the layout of e-commerce several years ago. According to statistics, by the end of June, 21, there were 1.82 million effective registered users of Chinese websites in the online portal of small commodity wholesale market, including 1.51 million buyers and 31, suppliers who registered and published products. The English website * * * has 11323 suppliers of published products. In Yiwu small commodity market, 42.7% of the market operators have great potential for e-commerce, and 51.3% have average potential.

3 current situation of e-commerce in Yiwu small commodity market

At present, all the business places in Yiwu International Trade City are connected by broadband network, and the computer ownership rate of market operators reaches 63%, and the market broadband penetration rate reaches 1%. The opening ratio of websites of business households in the market has increased from 339% at the beginning of the year to 415%, and 35% of business households have invested in network promotion expenses every year. There are 12, domestic members of Alibaba and more than 5, members of foreign trade integrity, and more than 7% of them come from the market. There are more than 6, online merchants, of which about 37% are located in Jiangdong Street, 22% in beiyuan street, 7% in Houzhai Street, and 5% in Suxi, 23 Li, Chengxi and Dachen. There are about 3,5 sellers with more than five diamonds in Taobao in the city, accounting for about 61% of Jinhua area; There are 1,1 companies with an average monthly transaction volume of more than 1, yuan, accounting for about 73% of Jinhua.

According to the data of Yiwu Municipal Bureau of Commerce in the first half of 212, e-commerce in Yiwu maintained a strong growth trend, with more than 6, online merchants in the city, up 13% year-on-year; There are more than 2,6 Taobao Tmall B stores, up 136% year-on-year; The average daily shipment of express delivery reached 35, tickets, a year-on-year increase of 7%. Traditional enterprises have also tried water e-commerce, such as Beckman's test of the Internet of Things and the creation of two-child straws. Gold rush network? , Huahong Group was founded? Search painting network? . According to the investigation and analysis, among the top 1 enterprises in Yiwu, 57.9% have started e-commerce business, 21% are building teams to prepare for e-commerce business, and 25% have built their own independent websites.

31 business entity? High-quality young people are the mainstream

From the survey, it is found that the main body engaged in e-commerce in Yiwu is young people, and this group is about 25 years old, accounting for 73% of the total survey. According to the comprehensive analysis, the academic structure of this group is mainly junior college, and their native places are Yiwu and Jinhua, which are basically average inside and outside Zhejiang Province, accounting for more than 2%, and Zhejiang Province accounts for 73% of the total. Surprisingly, there are also 27% outside Zhejiang Province, more than a quarter.

most e-commerce practitioners in yiwu market are fresh graduates, mainly young people in Zhejiang province aged 2-3, but they also account for more than a quarter outside Zhejiang province, which was unexpected at the beginning of the investigation. Young people are motivated, but they lack funds and experience. It is very important to use or build a platform. E-commerce business households in Yiwu market are a group of young high-quality entrepreneurs, and more and more young groups around them have joined this tide of e-commerce management with the help of the advantages of Yiwu small commodity market.

Nine and a half out of ten traditional enterprises want to get involved in e-commerce, but the survival rate of those who come in is not high. Why? First, shop owners don't participate, and they don't understand e-commerce. Computers and the Internet are used by many business households for leisure and simple accounting records. Second, traditional enterprises spend money as soon as they do e-commerce, and blindly carry out capital operations, which cannot correspond to specific returns. Doing e-commerce, with talents and proper investment, can quickly shape a brand, but the follow-up operation has to keep up, and its harshness on capital and technology is increasingly returning to the essence of business.

E-commerce in Yiwu is developing rapidly, and the competition subjects are changing rapidly. From the earliest self-employment to enterprise operation, a large number of traditional enterprises and enterprises that turn foreign trade into domestic sales also participate in this link. This process has aggravated the already existing shortage of e-commerce talents. Yiwu has a large number of online shop owners, but their corresponding skills are still at the level of extensive operation, and they have little grasp of refined operation. There is a big gap in professional talents such as creative planning, brand marketing, data analysis, paid promotion, user experience interactive design, and customer relationship management.

3.2 dealing in commodities? Two pairs of local foreign goods in Yiwu

From the perspective of business varieties, the ranking of business varieties of Yiwu e-commerce entrepreneurs is: household goods, toys, gifts, cultural and sports goods, electronic appliances, cosmetics, accessories, clothing bags, and others, which has a high degree of overlap with the physical operation of Yiwu small commodity market. According to the survey, 52% of the goods are locally produced in Yiwu, and 48% of the goods are from other parts of China. These goods are mainly provided by physical stores operated by foreign production enterprises in Yiwu small commodity market. Foreign production Yiwu sales? Mode. As the world's largest small commodity distribution center, Yiwu market has developed for decades before it is now. Buy global goods, sell global goods? However, e-commerce in Yiwu, which just started, has started to develop independently. It has not become the shadow market and affiliated market of Yiwu market, but has its own independent operation space and development direction. This is a surprising phenomenon, which shows that the development of e-commerce has its own unique industrial chain and this industrial space has great prospects.

3.3 mode of operation? Wholesale-cum-retail

led by wholesale is flexible and diverse, including specialized retail, mixed batch, wholesale, and retail-wholesale mixture. In terms of proportion, all three modes include wholesale, mixed batch and mixture, accounting for nearly 7%, while retail only accounts for 34%, which shows that it is mainly developing in the direction of wholesale. The flexibility and diversity of operation methods also put forward higher requirements for logistics. Logistics cost is a big test for the development of e-commerce, especially for online merchants who are just in the initial development stage. After adding logistics cost, the profit margin is greatly reduced, and the advantages compared with traditional stores are also greatly reduced. The operating platforms are also very diverse. At present, there are basically all e-commerce platforms developed around the world, and generally several online stores are registered and sold on different e-commerce platforms. There are more than 2 mixed-batch websites in Yiwu, and the annual sales of more than 5 websites exceed 1 million yuan. The growth of the number of small sellers has promoted the further growth of mixed-batch website transactions. Through the investigation and analysis of nearly 1 small sellers of Taobao, it is found that 43% of their goods come directly from the physical market, 4% from mixed-batch websites or fixed suppliers, 8% are self-produced, 8% are distributed in online stores and 1% are purchased abroad. However, people in the industry pointed out that such B2B enterprises live between manufacturers and small and medium-sized sellers, and most of them win by scale and quantity, which plays a bridge role in the early development of e-commerce. However, with the traditional manufacturing enterprises marching into e-commerce and the large-scale growth of sellers, such mixed-batch enterprises are facing two-way pressure: the pressure from direct sales and distribution of manufacturers and the pressure from sellers to purchase goods directly from manufacturers, and the living space is being squeezed increasingly severely.

At present, Alibaba, founded by Ma Yun, has the largest market share in the domestic e-commerce trading platform field, and Yiwu small commodity market is no exception. Taobao, its website, allows suppliers, wholesalers and secondary agents to trade goods on the Internet through B2B platform, and uses Alipay to ensure the safety and effectiveness of the transaction. Alibaba.com provides a platform for many business households in Yiwu market to display products and corporate culture.

In addition, the market share of Dunhuang Net in Yiwu is also increasing year by year. As the pioneer of the second-generation B2B e-commerce, Dunhuang Network assists small and medium-sized suppliers in China to supply directly to huge overseas small and medium-sized buyers, and makes a profit in the form of deducting the transaction amount. To sell goods on this platform, online shop owners should not only know foreign languages, but also learn their professional operation methods and get used to midnight business methods caused by time difference. In Yiwu, many business households and enterprises export a large amount of foreign trade, and they are familiar with offline trade. In the face of unfamiliar online foreign trade, they are not very adapted. Yiwu? World factory? Its position is hard to be shaken by emerging developing economies in the short term. Many export-oriented enterprises still rely on foreign trade to make profits. With the increasing popularity of e-commerce, they also need B2B platforms like Dunhuang Network. In addition, from the information of' foreign market' held by Dunhuang Net, under the background of financial crisis, the demand structure of foreign countries is quietly changing: the amount of buyers' orders is beginning to decrease, but the number of orders and the types of purchased products are increasing. This change will make the foreign trade-oriented e-commerce model currently owned by Dunhuang Network more suitable for Yiwu enterprises and business households.

3.4 business scale? E-commerce industry enters the fast lane

According to the level of market operators operating in Taobao, the five diamonds account for 73%. In terms of the size of employees, 91% have less than 1 employees. Most of them have left the initial stage and entered the development stage, which is crucial and also the stage that needs government support and supporting services most.

E-commerce seems easy. Just set up a website, but it's not. E-commerce is actually an industry with a certain threshold. Because of its systematicness, it is a commercial system, a supply chain system and a VIP system, which leads enterprises to make great efforts in this aspect, but it relies on scale effect to drive growth. Located in Yiwu, beiyuan street? E electric park? Science and technology venture building, with a usable area of nearly 2, square meters, integrates various resources through group development. E electric park? Enterprises in the company provide more platforms and opportunities for development, and it is a professional electronic pioneer park integrating office, warehousing, logistics, training and third-party services.

3.5 foreign trade transactions? Or is it a piece to be developed? Blue ocean?

According to the questionnaire survey, only 19% of the e-commerce business owners in Yiwu small commodity market have foreign trade transactions, and 67% have foreign trade trading ideas. They think that foreign trade accounts for a large proportion in entity operations, and there should be a lot of room for virtual e-commerce transactions, but limited by factors such as English level and foreign trade trading platform, so they can? Want to try but dare not? So they put more energy into domestic e-commerce transactions. At present, foreign trade trading platforms are mainly third-party trading platforms, mainly Alibaba AliExpress, eBay international trade e-commerce platform and Dunhuang network.

At present, 7% of foreign trade e-commerce in China