In Shenzhen Huaqiang North, how to be a good e-commerce and prepare to be an e-commerce?

Faced with the impact of e-commerce, companies in Huaqiang North market and entrepreneurs of all sizes are under great pressure. Entrepreneurs who leave electronic stores are eliminated, and those who choose to stick to it are looking for a way out in transformation.

Physical electronic stores are in decline.

Daily passenger flow is 500,000 person-times; More than 30,000 merchants engaged in electronic products; There are 2 1 large stores with business area exceeding 10000 square meters, and the largest electronic product store is about 50000 square meters; At its peak, the annual sales volume was 37 billion yuan ... This is the data of Huaqiang North in the "golden age".

The good days are gone forever. The rapid development of e-commerce is impacting the traditional entity business model, and the market competition is more intense. The decline of physical electronic stores in Huaqiang North has already appeared. Regional property leasing continued to be in a downturn, the vacancy rate of surrounding office buildings increased, and the rent level continued to decline.

The financial reports of the two listed companies can more intuitively reflect the decline of physical electronic stores. Shenzhen huaqiang (000062, SZ)20 15 semi-annual report shows that the company's electronic market business realized revenue of 225 million yuan, down 4.48% year-on-year, and realized net profit of 108 million yuan, down10.77% year-on-year; The semi-annual report of Shenzhen SEG (000058, SZ) for 2015 years shows that the electronic market business realized revenue of1580,000 yuan, down 0.47% year-on-year, and realized net profit of 44.79 million yuan, down1.69% year-on-year.

Many merchants operating in Huaqiang North said in an interview with the National Business Daily that the business situation of 20 15 is not good, and the situation of 20 16 is not optimistic. Cheng Weimin (pseudonym), who runs the computer assembly business, said that after communicating with neighboring merchants, there will be 1/4 booths on the third floor of his electronic store (20 15) that will be closed.

The emergence of "empty paving tide" is traceable. Until now, most stores in Huaqiang North still adopt the traditional offline sales model. This model has many disadvantages: first, the product homogeneity of each store is serious; Second, there is no core competitiveness; Third, frequent price wars lead to low profits.

Not only the physical electronic stores in Huaqiang North are declining, but also the physical electronic stores in Zhongguancun, known as "China Silicon Valley". Nowadays, the second floor and the first floor of Zhongguancun Dinghao Phase II have been vacated, and the fifth floor, which used to specialize in computer accessories, has also been changed into a talent market.

Transforming Dual Market: Physical Store+Online Mall

Electronic stores mainly deal in 3C products with high standardization, so these products are more suitable for e-commerce channel sales. With the accelerated layout of e-commerce in JD.COM and Suning.cn, e-commerce has surpassed physical electronic stores in terms of door-to-door delivery and after-sales service.

Facing the impact of e-commerce, listed company shenzhen huaqiang chose to embrace the Internet. Shenzhen huaqiang said in his 20 15 semi-annual report: "Through the integration of the electronic component distribution industry, we will make full use of the upstream original factory, downstream customers, Huaqiang Electronic World, Huaqiang Electronic Network and other related resources to build a trading service platform that runs through the entire electronic information industry chain."

Shenzhen huaqiang is promoting the construction of online market based on the physical market of Huaqiang Electronic World. On the B2B platform of electronic components, we strive to upgrade Huaqiang Electronic Network. At the beginning of 20 15, Huaqiang LED mall was launched, which opened up a security display module and developed PayPal's one-click payment function.

On 20 15 12 17, shenzhen huaqiang's Huaqiang e-commerce listed the new third board, which is another action of shenzhen huaqiang in the construction of 3C product network distribution platform.

In the field of electronic components, shenzhen huaqiang takes the road of resource integration. 2065438+In March 2005, it spent10.34 million yuan to acquire 0/00% equity of Xianghai Electronics, an electronic component distributor. 2065438+On February 25th, 2005, 65438+2005, shenzhen huaqiang acquired 70% equity of Shenzhen Jieyang Xunke, which focuses on the long-tail demand market of electronic components.

It is worth mentioning that in the 20 15 semi-annual report, the "Electronic Commodity Exchange Center" established by shenzhen huaqiang has no performance, only mentioning that "the Electronic Commodity Exchange Center is still in the investment period".

The semi-annual report of Shenzhen SEG 20 15 shows that in order to cope with the unfavorable situation of shrinking industry, the company is exploring the combination of electronic market business and e-commerce, that is, online to offline. In 20 15, Shenzhen SEG implemented the SEG factory store project, and set up a compound "factory store" business model of "entity+e-commerce+channel" in Shenzhen SEG Market Branch and Nanjing SEG from three aspects: e-commerce platform construction, wholesale channel expansion and physical store sales.

Both listed companies in Huaqiang North focus their transformation direction on "entity+e-commerce", integrate their supply chain resources and build a trading platform for the whole electronic information industry chain.

Siegel, 20: Only one booth has been guarded for 20 years.

Cheng Weimin (a pseudonym), a middle-aged man from Henan, has worked hard in Huaqiang North for more than 20 years. Today, 20 years later, he is still guarding the original booth.

"I witnessed the golden age of Huaqiang North." Cheng Weimin told the National Business Daily that from the late 1990s to the beginning of this century, he followed his boss to Huaqiang North to do computer business. With the popularity of personal computers, Huaqiang North's electronics industry is becoming increasingly popular. At that time, there were often crowds of people in Huaqiang North. Cheng Weimin said that at that time, if a guest just looked at it and didn't buy it, the stall owner would directly say to the customer, "Leave without buying, and don't keep the guest behind."

The fiery "seller's market" era is also a mixed era. Cheng Weimin recalled that there was a stall owner specializing in CPU fan business at that time. Because the business is too hot and the demand exceeds the supply, he cuts corners, shoddy and even sells fake fans to customers.

"I read the post Farewell to Huaqiang North, and I feel the same way." Cheng Weimin thinks that he, like the man who left Huaqiang North, lost to an ever-changing era. If you can't conform to the development trend of e-commerce, you will be eliminated if you still keep the stall and do business by traditional mode.

"It is estimated that the14 store will be demolished in 20 16. Why don't you go if you're not doing business? " Cheng Weimin pointed to a row of stores next to his booth.

Post-80s shopkeepers who play e-commerce: 60% of the shares are traded through the Internet.

Ran Xu (a pseudonym) from Enshi, Hubei Province came out to work hard as a teenager. In 2007, he and his friends set up a stall in Huaqiang North, specializing in computer business. At the peak of business, there were more than 30 employees and 3 stores. I started to work alone in 2008, and this year the team has 25 people. Now in his thirties, he has a house and a car in Shenzhen and is applying for points.

Since 20 10, Ran Xu has realized the influence of Internet on his business. He began to search online for purchase channels to find the lowest-priced goods. At the same time, I also started to open online stores in JD.COM and Taobao.

At present, Ran Xu is mainly engaged in the wholesale of wireless terminals, including wireless routing, wireless speakers and smart watch bracelets. He told the reporter of National Business Daily that at present, his company mainly "distributes goods" to its counterparts in Huaqiang North, Shenzhen Customs and inland provinces, and 60% of its shares are traded through the "e-commerce platform" on the Internet. Ran Xu said frankly that it is precisely because young people are good at learning and keep up with the trend of e-commerce, so they can "go against the market" under the general trend of withdrawing stores and leaving people.

Ran Xu believes that the future electronic terminal industry will definitely be "e-commerce" and "service-oriented". In the future, electronic terminals will also carry out "protective" reforms according to the clothing industry. For example, some mobile phone models are only sold online to protect physical stores, and there will also be "special funds" on the Internet. The physical store will not disappear, because it will change into a "service" role in the future and strengthen the after-sales link of products.

Traditional electronic products are promoted through network marketing, Taobao, JD.COM, Baidu and news media, which is the only way for electronic products enterprises to successfully transform.