E-commerce model spreads to electronic components

The arrival of the Internet era has overturned the traditional business model. E-commerce has become an important way for companies to sell products and promote brands. Nowadays, the e-commerce model has been spreading to the field of electronic components distribution. Coupled with the past two years, the colder the demand for electronic components, various distribution companies actively seek strategies and transformation. In 2011, sales of electronic components online transactions increased by 14%, exceeding the overall growth rate of sales of electronic components in 2011. The online market for electronic components has experienced rapid development. E-commerce is becoming a new component distribution industry. The development trend has ushered in the business model innovation opportunity for the electronic components distribution field.

At present, there are roughly three major e-commerce models in China's component distribution market. The first type is represented by small batch authorized distributors such as DIGI-KEY, e.com, Mouser, and RS. As the rise of component e-commerce is mainly due to the demand for small-batch services, the above companies have inherent advantages, namely powerful. With online operations management experience and IT support capabilities, it has become one of the most powerful players in the e-commerce market. The second major e-commerce model is represented by websites such as Huaqiang Electronics and Weiku. Basically, it is developed from ic37. The main function is to provide spot goods to traders to quickly find sources of goods, and to comprehensively publish information, trade prices and other peripheral services. . The third type is the spot purchasing company represented by ICGOO, IC Mall, etc. Its characteristic lies in providing overseas direct purchase platform to customers, that is, selling to the customer at the original price, instead of purchasing the personal profit by purchasing the original overseas price. Form appears.

Why, then, in the distribution of components and components

First, China has become a global electronic terminal product manufacturing base. In terms of quantity, SMEs dominate. As the competitive environment becomes increasingly severe, these companies must meet high-efficiency in the face of rapidly changing business and technical challenges, such as frequent modifications of design schemes, shortened product life cycles, and increased product complexity, but are limited by their own strength or cost savings. They increasingly rely on the help of component distributors. In the expansion of its product line, distributors have continuously completed various types of materials and their technical capabilities have been increasingly improved. They are also willing to devote more efforts to the development and service of small and medium-sized customers and small-batch orders. However, due to the small purchase volume, it is difficult for terminal manufacturers to obtain better prices from distributors, and the number of batches and types of purchases also increases the difficulty of delivery and logistics management. How to effectively carry out the procurement of small-batch, multi-species devices has become a common concern for procurement personnel.

Second, the market demand for components and components has become cold, and component distribution companies are seeking a direction for transformation. Affected by the European debt crisis, due to the global economic crisis, electronic components are also facing a decline in demand. Therefore, various distribution companies actively seek strategies and transformation. Recently, I visited some component distribution companies and found that many companies are actively updating their own company's website, such as: Hongjingwei Technology, Sino-Italian law, Jincheng Micro and Chaoguang Optocoupler, etc. Some of them are realizing online trading business. Some of them are to better display the company's image and business advantages. For a time, corporate websites have become an important means and method for companies to accelerate corporate transformation and innovation marketing. For example, Chaoguang Technology Week S mentioned that their company established the development direction of the online business, and that Chaoguang Optocoupler Network will be a photo-coupled e-commerce entity mall, similar to the traditional market stores and brand stores. In addition, it was learned on the December 18th line ceremony that Anxin E Mall was positioned as a small-volume online store for electronic components. In addition, as the country’s largest electronic components trading market, Huaqiangbei’s first electronic component small-volume online platform Anxin E-shop officially launched. The mall is targeting small-volume transactions. The person in charge of the mall is accelerating its penetration into various commercial fields with e-commerce. Electronic components distribution industry will usher in development opportunities.

Third, the development of the Internet has touched various fields and online shopping has become normal. As of December 2011, the transaction volume of China's e-commerce market reached 6 trillion yuan, a year-on-year increase of 33%. The center forecasts that China's e-commerce service industry will usher in its "golden age" in the next few years. The scale of SME users using third-party e-commerce platforms in China (including the same companies registering on different platforms but not including duplicate registrations on the same platform) has exceeded 16 million.

In terms of the number of enterprises, the number of e-commerce companies in 2010 reached 25,000, of which, 9,200 were B2B e-commerce service companies, an increase of 21.3% year-on-year. The number of B2C, C2C, and other non-mainstream models reached 15,800, an increase of 58.6% year-on-year.

In terms of online shopping behavior, in 2010, the number of domestic online retailers reached 158 million, and the number of personal online stores was 13.5 million.

In terms of online shopping behavior, in 2011, the number of domestic online retail users reached 193 million, the online shopping penetration rate was approximately 37.6%, and the number of personal online stores was 13.5 million.

Fourth, online trading of components versus offline business has unique advantages and is suitable for component distribution. 1Online transactions increase price transparency, which allows buyers to shop around; 2 China has a vast geographic area and many market opportunities, but it does not increase the number of people it can access to all customers, but the network can make up for those vacancies; 3 The rapid changes and immediate needs of the electronics industry are becoming more and more obvious, and the traditional way is not enough to meet the fast and corresponding requirements. 4 Centralized purchasing from online platforms can reduce the total purchase cost of a single company.

Therefore, e-commerce must be the future development trend, and the proportion of total revenue will increase.

However, when we are delighted that the e-commerce model will bring new opportunities for the distribution of components and components. There are still many problems with the e-commerce path we have to look at the distribution of components and components. One of the most critical issues: buyers' purchase behavior is difficult to change. First of all, in the traditional transaction process, the purchaser is often in a dominant position, especially the purchase of large enterprises. When online trading, the purchaser becomes the recipient of the price, there is no room for bargaining, but also makes consumers feel no advantage of their own; Second, the electronic components involved in the purchase amount is relatively large, the buyer does not want to go on the website again Directly ordering and worrying about the quality of the goods only knows that the company can't find the docker; the last is human relations and gray income. Currently, there are a lot of grey income in the domestic factory procurement. If the direct online purchases are faced with customer service personnel on the website, they have no performance pressure and therefore may affect the gray income of the procurement personnel. It also includes insufficient credibility in the area of ​​Internet and component distribution, changes in payment methods, coverage, and distribution methods of distributors. Currently, distributors such as QQ and MSN can contact customers in a timely manner, and B2B needs a dedicated customer service team to contact customers in a timely manner. Otherwise, customers may be lost due to neglect.

In short, the online transaction model has become an important development direction and trend in the field of component distribution, but there are still many problems in this process that require customer service.

He is currently an analyst at Huaqiangbei Index Company and a senior researcher in market research. Responsible mainly for the market research of electronic components and electronic products, focusing on the hot topics of the electronics industry, adhere to the "closed logic" of the research thinking, the market outlook in a professional perspective to conduct in-depth discussions.

Due to the global economic and electronics market downturn and other macro environmental impacts, “China Electronic First Street” Shenzhen Huaqiangbei as the “window” of the Pearl River Delta electronics industry has also suffered, making many shops unable to continue to survive and then close or transition. As a result, all kinds of media and research scholars have sent voices such as “the Huaqiang North Recession” and “the Huaqiang North Depression”. For a time, various articles such as “Huaqiang North Recession”, “Huaqiangbei Depression”, and “Empty Shop Depression” have been overwhelming. , It has become the headline news of the IT industry and even the integrated media.