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Three days ago, the Chancheng District Economic and Technological Bureau released a research report on Zhangcha’s knitting industry, saying that in the next 5-8 years, all production links of Zhangcha’s knitted garment industry will be moved out of Chancheng. focus on.

Zhangcha is the largest knitted fabric production base and circulation base in China, with an annual output of 3 million tons of knitted fabrics, accounting for 1/3 of the total domestic production and trading volume. However, among the more than 3,000 knitted garment companies registered in Zhangcha, there is currently no high-tech enterprise, and only 7 have established corporate engineering technology R&D centers.

The lack of R&D and innovation capabilities has resulted in the vast majority of companies having low brand influence or no own brands; due to the lack of trading channels such as Guangzhou Zhongda Cloth Trading Market, Zhangcha knitting companies are unable to share Terminal profit. The result is the loss of the industry's core competitiveness and pricing power. According to this trend, the relocation of production links may be an inevitable result.

Compared with the gloomy situation of Zhangcha Knitting, Ronggui, which is also a manufacturing town, has another situation: on the 16th of this month, Shunde’s first e-commerce conference was held here, with JD.com, Tmall, 1 E-commerce giants such as Haodian and representatives of nearly 500 companies have learned how to integrate traditional manufacturing and e-commerce.

Data show that relying on the traditional manufacturing industry, there are currently more than 100 small, medium and micro e-commerce companies in Ronggui, mainly engaged in online sales of home appliances, electronic products, clothing, furniture, etc., with total revenue of more than 2 billion yuan (Excluding e-commerce sales revenue of manufacturing companies).

Two directions and two results may provide inspiration to Foshan's industry: After decades of striving for "Made in Foshan", Foshan has become the fifth largest manufacturing city in the country. But it is undeniable that in the global industrial supply chain, "Made in Foshan" is still at the mid- to low-end, and many companies are still far away from both ends of the "smile curve".

The era of overproduction has fully arrived. In the global value chain, whoever masters strategic links such as technology, design, channels and brands will be the king of the industrial chain.

As the driving force of new urbanization, Foshan’s industry has reached the crossroads of transformation and upgrading.

Written by Nanfang Daily reporter Huang Yanzi

The “100-billion-dollar town” channel breakthrough There are a group of "online brokers" that specialize in providing online marketing and branding for traditional manufacturing companies, such as Xiaobinghuoren, Jiuding, and Hongcheng, as well as professional e-commerce companies such as SKG and Shengxi Electric.

Liang Yongjian, the head of Shengxi Electrical Appliances, is qualified to be proud.

When it was founded in 2005, Shengxi Electric, which specializes in OEM exports, was too ordinary to attract any attention among the tens of thousands of industrial and commercial enterprises in Ronggui.

Liang Yongjian wants to change this situation. In 2006, Shengxi Electrical Appliances began to transform into domestic sales. However, due to the small scale of the company and limited manpower, it was difficult to distribute goods to all channels. At the same time, the threshold of shopping malls is very high, and the expenses such as listing and point deductions make it difficult for Shengxi to support.

This was the state of most Ronggui enterprises at that time: Ronggui, which was famous for its manufacturing achievements as "the country's first billion-yuan town" and "hundred-billion-yuan town", by the end of 2010*** There are more than 20,000 industrial and commercial enterprises, among which there are only more than 80 enterprises with over 100 million yuan, such as Galanz, Hisense Kelon, and Vanhe. Most manufacturing enterprises are still located at the middle and low end of the industrial chain, especially small, medium and micro enterprises generally lack brand names. and effective marketing channels.

Small and medium-sized enterprises OEM for large enterprises, and large enterprises OEM for foreign enterprises. This is a group image of Ronggui's industry. Especially in the smart home appliance industry, which Ronggui is best known for, traditional domestic sales channels have been basically monopolized by channel operators such as Gome and Suning, making it difficult for ordinary companies to enter or being exploited at all levels.

Liang Yongjian had to find a new breakthrough. In 2008, Shengxi Electrical Appliances entered Taobao. In the same year, Wanhe online direct sales mall was officially launched.

A few months later, during the "cold winter" when the international financial crisis continued, Galanz Group established an e-commerce department and entered into e-commerce by building its own official mall and entering third-party platforms. Subsequently, Galanz cooperated with Taobao, Asia's largest shopping website, to pilot the "Ganz official flagship store" in Taobao Mall.

So far, Ronggui’s traditional home appliance manufacturing companies have successively “connected to the Internet” and spawned a group of “networks” such as Xiaobinghuoren, Jiuding, and Hongcheng, which specialize in providing online marketing and branding for traditional manufacturing companies. Broker", as well as professional e-commerce companies such as SKG (Ashketch) and Shengxi Electrical Appliances.

The latest statistics show that as of now, there are more than 100 small, medium and micro e-commerce companies in Ronggui town, mainly engaged in online sales of home appliances, electronic products, clothing, furniture, etc., with a total revenue of more than 2 billion Yuan (excluding e-commerce sales revenue of manufacturing enterprises). Among them, the once unknown Shengxi Electric Appliances successfully completed online sales of 200 million yuan with its garment steamer named "Bellade", accounting for 40% of the online shopping market in the entire segmented industry, and has become a well-deserved leader in China's steam industry. the leader.

Traditional manufacturing collides with e-commerce, and the manufacturing town of Ronggui is undergoing a new round of industrial evolution: while gaining the right to speak in new market channels, the big data behind this channel and the knowledge based on common sense are Subtle changes in the market that are difficult to judge will produce unpredictable chemical reactions in the supply chain of Ronggui Industries, which may drive profound revolutions in the production organization model, business management model, and goods circulation model, driving changes in the industry on a larger level.

The shadow behind the collapse of the "OEM boss"

A clothing processing factory established in 2004, its customer list swept across the top ten domestic men's clothing brands, and was once listed as " "Key Enterprises to be Focused on Cultivating", but due to the lack of pricing power and control channels, this once prosperous foundry eventually collapsed.

Ronggui is a microcosm of Foshan’s town economy.

Foshan has always been a famous manufacturing city in Guangdong and even the country: in 2010, Foshan's total industrial output value exceeded 1.5 trillion yuan, ranking fifth in the country. Among them, Foshan ceramics accounts for more than 60% of China's total output, aluminum profiles account for more than 30% of the country's output, home appliances account for more than 30% of the country's output, and furniture accounts for about 30% of the country's market share...

In this Behind the series of numbers are many star-studded brands, such as Midea, Galanz, Jianmei Aluminum, Louvre, Mona Lisa, etc. The large lineup of Foshan brands has become the best interpretation of "Every home is made in Foshan".

But even under such a halo, "Made in Foshan" also hides the pain similar to that of Ronggui Enterprises: During the rapid industrialization process in the past 30 years, relying on the radiation from Hong Kong and Guangzhou, Foshan Manufacturing has grown with scale. Make a lot of money by expanding. However, we have to admit that the result of rapid advancement is that most Foshan manufacturing companies have insufficient innovation capabilities and channel control capabilities, and they are still at the mid-to-low end of the global industrial supply chain.

Yihai Clothing Co., Ltd. (pseudonym), the "big brother" of Zhangcha's clothing industry, which went bankrupt not long ago, is a vivid example. This clothing processing factory, established in 2004 and started as a "design OEM", was once listed as a "key enterprise to be cultivated" by Zhangcha Street. Its customer list covers the top ten domestic men's clothing brands, and it has the aura of being the core supplier of men's clothing. However, due to the lack of pricing power and product channels, after the textile industry entered the era of meager profits, accumulated problems were reflected in the capital chain, eventually causing this once-prosperous foundry to collapse.

In Zhangcha, the "famous knitting town in China", the shadow of "Yi Hai Style" has not gone far. According to statistics, among the more than 3,000 knitted garment enterprises in Zhangcha, there is currently no high-tech enterprise, and only 7 have established corporate engineering technology R&D centers.

Insufficient innovation and R&D capabilities mean that most companies have low brand influence or do not have their own brands, and can only rely on OEM or OEM to survive; and due to the lack of effective trading channels, Zhangcha Knitting Enterprises There is no way to share the terminal profits, and you can only earn a meager processing "hard fee".

This model obviously lacks the ability to resist risks when faced with rising labor costs, continued rise in raw material prices, rising land or factory rents and other cost issues, as well as the ongoing economic downturn. Yihai is an example.

Another factor that cannot be ignored is the traditional manufacturing in Foshan and the accompanying producer services, such as various professional markets, which have contributed to the prestigious reputation of "Made in Foshan". The city has completed its initial capital accumulation, but after the city develops to a certain stage, rising land and environmental costs, as well as the city's own positioning, begin to put forward higher requirements for "native" industries, and many companies are therefore "in a difficult situation". difficult".

Huo Wanling, the person in charge of Zenye Stainless Steel Co., Ltd. in Lanshi, feels this deeply. This company is located in the Lanshi Stainless Steel Trading Center, and the front door was once crowded with large trucks. But from August 1, when the Foshan Traffic Police Department officially issued the first ticket in accordance with the latest "restricted goods" policy, Huo Wanling felt that she was "going crazy": "There were only a few trucks a day, and the entire trading center was deserted. . ”

Relocation may become a helpless choice for Huo Wanling. In fact, this situation has happened repeatedly in the past few years: In July last year, Guangshun Electric, a leading new energy vehicle company, withdrew from Chancheng because it could not own its own property for five years; in the same month, the world's largest aluminum-plastic pipe manufacturer There is news from Fengguan that its headquarters will be relocated this year after eight years of failed efforts to expand production. At the beginning of this year, Pulihua, which helped Foshan become one of China's camera industry bases, also heard news of relocation.

Under this series of foreshadowing, this week’s Chancheng District Economic and Science and Technology Bureau research report stated that Zhangcha Knitting Enterprises will relocate all production links in the next 5-8 years. Less surprising.

"Evolve" towards both ends of the "smile curve"

How to transform Foshan manufacturing? In the view of outside researchers, in addition to increasing technological research and development, it is also necessary to speed up the reversal of the past structural defects of "emphasis on manufacturing and neglect of circulation; emphasis on processing and neglect of channels".

The era of overproduction has arrived. "Made in Foshan", which once relied on scale expansion to achieve great success, has reached the crossroads of transformation and upgrading.

How to adjust the industry? “We must concentrate on technology research and development.” This is the advice given by Yang Jianwei, the vice president of the only group in Singapore and a visiting professor at Nanyang Technological University. In his opinion, Foshan's industrial adjustment is difficult because "it is too eager for quick success and quick gains, has no investment and is unwilling to invest, and has no technology research and development."

"When we talk about technology, there are three levels of technology in the world. Original technologies in Europe, America, Japan and South Korea are high-end imitations, while China and other Asian countries are called low-end imitations." Yang Jianwei took the United States as an example. : 33% of the world's investment in scientific and technological research and development is in the United States, and 60% of scientific research results are transformed into products in the United States. It is precisely because of investment that the results of U.S. R&D and innovation are so rich.

Therefore, Yang Jianwei suggested to the government: "Enterprises should increase investment in technology research and development, and local governments should support it. They can consider introducing preferential policies. Enterprises' R&D investment can be 'tax deducted' or even tax-free. As long as the enterprise actually uses it for R&D, it will not If they want to make false accounts, the government can be bolder and let them do it.”

But in the view of Wang Xianqing, director of the Institute of Circulation Economics at Guangdong University of Finance and Economics, simply transforming “Made in Foshan” into “Created in Foshan” will not be enough. Without a strong and matching circulation industry, Foshan can still only "make hard money", which will not allow Foshan's industrial transformation and upgrading to achieve real success. Only through the circulation-oriented model, which shifts the focus of operations from the manufacturing field to the circulation field, and uses circulation to drive the transformation and upgrading of enterprises, can we make up for the structural defects of the past of "emphasis on manufacturing, light on circulation; heavy on processing, light on channels".

This actually has precedent in Foshan. As early as the Ming and Qing Dynasties, Foshan had become a transportation hub for goods exchanges between Lingnan and Lingbei regions by virtue of the Xijiang and Beijiang rivers that merged into the Pearl River nearby. It became one of the "four major gatherings in the world" together with Beijing, Suzhou and Hankou.

At that time, the ceramics, cloth, rice wine, native paper and other products produced in Foshan could pass through the waterways extending in all directions, "tracing up the Zhen River (Beijiang), to Shenjing, and through Shaanxi, Luo and Jingwu provinces" ”, “It connects to Zhaowu in the west, Sichuan, Guangyun and Guizhou, Shun (De) Xin (Hui) in the lower part, Jiangmen and Macao in the east, and connects to Shilong and Huizhou”, and even goes to the sea via Guangzhou. Exported to Southeast Asia and Eurasian countries. Foshan has thus become one of the "Four Big Towns" along with the "Four Big Gatherings". It was not until the beginning of this century, with the completion and opening of the Guangzhou-Sanjiang Railway and the Guangdong-Hankou Railway, that water transport gradually declined, and Foshan embarked on a path of focusing on manufacturing and neglecting circulation.

A hundred years later, history returns. Foshan entrepreneurs who were involved in it captured this trend more keenly than bystanders and put it into practice: Ronggui home appliance companies successively "connected to the Internet" and opened a virtual channel door with real effects through e-commerce; In the central urban area of ??Changui, many urban complexes such as Poly Intercontinental, Shunlian International, and Baihua Times have risen, and the business and trade service industry that has been weak for a century has made a strong revival.