How can Hangzhou accelerate the new track "e -commerce capital" gold signboard?

Zhejiang News Client reporter Wang Yiqun worshiped the correspondent Wang Cong Yang Yue

In the live broadcast room, a live broadcast was on the live broadcast.

In the early morning, the hot cargo scene in the live room ended temporarily, and the anchors set a new high after one sales. This summer, in Hangzhou, the capital of China's e -commerce, through a live broadcast of the wind and fire, people can see the industrial chain gradually recover to a certain extent.

Over the past two years, due to the limited offline consumption, the economy and platform economy has been rapidly supplemented, which has played an important role in ensuring the steady operation of social and economic. At the same time, exhibitions and exhibitions have been blocked offline, and a large number of import and export companies have turned to seek online breakthroughs, further accelerating the transformation of traditional foreign trade towards cross -border e -commerce.

Both supply and demand are changed. With the emergence of new technologies and new models, new e -commerce has gradually shifted to users -centered, and reconstructs people, goods, venues (that is, consumers, goods and stores). Not long ago, Hangzhou issued the "Several Opinions on Promoting the High -quality Development of New E -commerce", and launched 22 major policies, which clearly proposed to strengthen the ecosystem of the new e -commerce industry, build a new industrial chain system, encourage new e -commerce companies to do it to do it Strong.

In the era of new e -commerce, how does Hangzhou continue to lead and further brighten the golden signboard of the "e -commerce capital"?

Teachers of Cross -border E -commerce School of China (Hangzhou) China (Hangzhou) of Zhejiang University of Technology are teaching. Picture of Zhejiang University of Technology and Commerce University

Live broadcast, community group purchase, Yuan universe ...

From old tradition to new model

Although meticulous preparations have been made in the early stage, the sales in the summer of August are close to a "small peak" day with a three -fold value of the predicted value, which still makes Yu Xiuli in front of the camera not bottomed out.

Yu Xiuli is a shopping guide in West Lake Yintai City in Hangzhou. At noon on the day of the "Small Peak" day, she showed clothes to the camera for 3 hours, and stared at the screen to answer customers ask questions. Today, Intime Department Store has expanded to the field of live e -commerce, and big data will accurately push live broadcasts to potential customers. And Yu Xiuli these shopping guides have also begun to transform to anchors, and use online explanations to explaining demonstrations and answering direct interaction of consumer questions to allow consumers to experience the same services as shopping in physical stores.

Although very busy, Yu Xiuli won a lot. Live e -commerce broke the regional and business hours restrictions, allowing her performance to make a rapid progress: a T -shirt, selling 200 pieces in just one week.

Behind the transformation of traditional department stores into new e -commerce, Yintai's transformation has both Hangzhou as the confidence of the e -commerce capital, and sometimes the sense of urgency of me. Starting from Alibaba at the lakeside garden, to 2008, the Chinese Electronic Commerce Association officially awarded the title of "Chinese E -commerce Capital" in Hangzhou. After more than 20 years of development, Hangzhou has reached 81,000 companies with e -commerce as the main business. At the same time, Hangzhou, the first cross -border e -commerce comprehensive experimental area in the country in the field of cross -border e -commerce fields in the field of cross -border e -commerce, is bred here, and well -known brands of cross -border e -commerce exports account for the three of Zhejiang Province. One of them.

E -commerce has been deeply rooted in Hangzhou's genes. According to statistics, in the first half of this year, the total retail sales of consumer goods in Hangzhou achieved 342.84 billion yuan, an increase of 3.0%year -on -year, an increase of the average level of the country and the province. Among them, wholesale and retail industry units achieved a retail sales of 84.1 billion yuan through public networks, an increase of 25.4%, accounting for 42%of the retail sales of zero units in the limited number.

Although the halo above the head, Hangzhou is facing the pressure. "Compared with brothers cities, in recent years, the increase in retail sales of Hangzhou has declined year by year. After the new e -commerce and new tracks have been weak, and the lack of growth in emerging enterprises have begun to see," said the person in charge of the E -Commerce Office of the Hangzhou Commerce Bureau.

Different from the traditional e -commerce model that simply sells products, new e -commerce applications 5G, cloud computing, the Internet of Things, big data, blockchain and other new generation of science and technology have formed the integration of online and offline, cross -border in many fields in the industry, and many fields of industries. New forms and new models of e -commerce applications for multi -scenario applications, including the interesting e -commerce e -commerce of the live -broadcast e -commerce company based on big data push advertising, vertical e -commerce in deep operation in a certain industry or subdivision, and community group purchase, Yuan universe Wait.

Looking at the whole country, the development of e -commerce in Guangzhou, Wuhan and other places has shown you chasing me. After Taobao and Tmall, there is no phenomenal project in Hangzhou. In addition to the establishment of some businesses in Hangzhou in Hangzhou, e -commerce leading companies are still mainly Taobao and Tmall. In addition, cross -border e -commerce is being scrambled to be a "good medicine" for new growth in foreign trade and maintaining stability. The development of cross -border e -commerce in South China has the trend of latecomers. Cross -border e -commerce here is dense, and it has the advantages of natural trade in the Greater Bay Area, and its international logistics is convenient. In 2019, Shenzhen's cross -border e -commerce transactions reached 419.7 billion yuan, with obvious advantages.

China (Zhejiang) Free Trade Zone Hangzhou District Management Committee Cross -border E -commerce Comprehensive Test Director and First -level investigator Wu Changhong admits that Hangzhou wants to keep the crown of the "e -commerce capital". Arrived.

"We hope that there are more new e -commerce companies in the head and waist gathered in Hangzhou." The person in charge of the E -Commerce Department of the Hangzhou Commerce Bureau said that the development of new e -commerce companies across the country is currently the development direction of new consumer development. If Hangzhou wants to continue to maintain a leading position, it must face difficulties and continue to break through.

Pay more attention to user interest

I want me to buy from I want to buy

Compared with the outdoor high temperature, the atmosphere of Douyin's "making a friend" has a cool atmosphere -under the spotlight, close -up and close -view lenses alternate. The anchor, like chat, talked about the characteristics of the goods to be sold: "The characteristics of this down jacket are thin and thin." "This waterproof fabric can resist the severe cold of minus 30 degrees Celsius ..." "Basic brainwashing and a large number of marketing, the e -commerce model of" making a friend "is more concerned about helping customers choose products. As a representative of interest e -commerce, "making a friend" also deeply cultivates the vertical fields such as clothing, beauty, drinking, maternal and infants. "Through accurately promoting products, not low prices, attract users' attention and participation in interaction, so as to achieve purchasing. This is also a new trend of live e -commerce." "Paying a friend" Huang He said, "In two years, we have been in the past two years. Total sales have reached 10 billion yuan. "

From the rise of live broadcasts, community group purchase, social e -commerce, to smart e -commerce and Yuan universe, in recent years, new e -commerce has shown a new situation of diversified development, quality improvement and capacity under the blessing of digital technology, and applied scenarios. It is also increasing.

"New e -commerce has shifted from traffic as king to king, from product -centric to users." Xiao Liang, executive director of the Modern Trade and Trade Research Center of Zhejiang University of Technology, believes that from the perspective of business models, The independent search of the traditional e -commerce era has become "the first half." Compared with traditional e -commerce people to find goods model -from the search logic of "first needs, search, and then buy", to the model of the goods to find people, that is, "found the goods first, then the demand is stimulated, and then buy" Stimulate logic. "It's from me to buy, to the change from me to buy."

In addition to new technologies, the "new" of new e -commerce companies is also reflected in the integration of a single scene to multiple scenes, paying attention to social attributes, and paying more attention to users' all -round needs. On the basis of the traditional e -commerce model, new e -commerce also provides some customers with multi -level experiences such as social, entertainment, etc., making e -commerce "fun".

Standing at the Hangzhou Wulin intersection, you can have some intuitive experiences for the new e -commerce of the Yuan universe. Open the Huawei AR map app on the mobile phone, a lively picture of a virtual and realistic scene jumped on the screen. Take out your mobile phone to scan the street view, you will jump out of the box from time to time. After clicking, you can receive the store consumer coupon. Based on Wulin Road, the Yuan universe experience space transformed through AR technology has opened more imagination for e -commerce. "If you break through the technical barriers and open a store in the virtual world, digital people will bring new air outlets," said the relevant person in charge of the Hangzhou Commercial Bureau.

New changes also require companies to have "eighteen martial arts". As a company that provides services for e -commerce companies across the country, Hangzhou Bi Orange Digital Technology Co., Ltd. has witnessed the transformation of new e -commerce. "The needs of the enterprise requires us to formulate a plan and complete it. At first they only needed us to provide basic operations, such as Taobao customer service. Now, we need to lay out the overall channel layout, not only to provide consumer demand information for the enterprise according to big data according to big data. It is also necessary to find people, make short videos, operate topics, conduct channel linkages, etc. "Hangzhou Yangqu (Department Bi Orange Digital Subsidon) Nanhua told reporters that in the face of changes in customer needs, Bi Orange numbers are in Beijing, Shanghai, Chengdu and other places have established subsidiaries to meet different platforms such as Douyin, JD.com, Pinduoduo, and provide customers with more personalized services.

"Whether it is the diversity of the scene or the innovation of technology, it is still fundamental to excavate and meet user needs." Nanhua said.

E -commerce drives the development of the express industry

Relying on data analysis

From the flow of flow to the confession response

If the e -commerce promotion in previous years, the retail giants have been competing for faster. Under the impact of the epidemic, who's more stable and reliable this year is more concerned. This is also a new trend in the development of new e -commerce.

In April 2020, he entered the bureau's live broadcast e -commerce, and the first live broadcast transaction volume of "making a friend" reached 100 million yuan. One year later, "making a friend" resolutely moved from Beijing to Hangzhou. "Because the supply chain of Hangzhou e -commerce is relatively mature." Huang He said that different from traditional e -commerce, a sound supply chain is a necessary condition for the healthy development of new e -commerce. "At present, we are exploring vertical e -commerce, expanding the supply chain, and doing independent brands. Whether it is supply chain talents, business models, or product manufacturing companies, Hangzhou has advantages."

Traditional supply chains include offline systems such as suppliers, factories, distribution and retail companies, and logistics companies. With the support of big data, the efficiency of the supply chain has been greatly improved. Facing multiple competition for prices and quality, some new e -commerce companies analyze consumer preferences through big data, feedback to manufacturers, and quickly determine the number of production or product forms. In addition, they have compressed the costs of warehousing and logistics with the strategic cooperation with suppliers to ensure that they get lower prices -this can not only digest inventory in time, and better meet consumers' demands for cost -effectiveness.

It can be seen that new e -commerce has evolved from the competition of traffic to the supply chain competition, testing the ability of new e -commerce companies to control the supply chain.

"From solving sales to providing demand, e -commerce has gradually played a dominant role in the supply chain, and the upstream and downstream industrial chain practitioners can dig opportunities from it." Xiao Liang believes. "New e -commerce companies have strong underlying data synergy, middle -level data algorithm computing power, and front -end data service capabilities, which can significantly improve the level of information matching of production and consumption, and promote the upgrade of consumption and industry. On the one hand Feedback information to produce targeted products that are more in line with customer needs. On the other hand, manufacturers find more accurate product positioning in a specific consumer market, and achieve a win -win situation for terminal consumers and manufacturers through big data. This is also new manufacturing, future A part of the factory. "At present, traditional foreign trade is accelerating the transformation of cross -border e -commerce directions. While cross -border e -commerce has ushered in opportunities, there are also problems such as difficulty return and long logistics cycle. The efficient supply chain management of new e -commerce can provide them with new solutions.

Take fast fashion cross -border e -commerce brands as an example. The clothing collection platform built by the brand allows the traditional supply chain of "design, production, clothing processing to finished product production, e -commerce sales", and upgrade to "small single fast anti -anti" " Flexible model -manufacturers quickly produce small -scale goods in a short time. Through big data, the collection platform collects market response and other information during sales. In this way, not only can reduce logistics costs, but the problem of overcapacity in the clothing industry is also solved.

Make the supply more accurate. The platform collection model is becoming the mainstream of cross -border new e -commerce: on the one hand, it is aimed at upstream factories with platform products to quickly new and shipped; on the other hand, it improves the supply chain supporting services. Amazon's official self -employment series, FORDEAL in the Middle East market, and WHOLEE, which are mainly engaged in the European and American markets, are selected through the platform to integrate the supply chain.

"E -commerce is accelerating the integration and development of online and offline, upstream and downstream of the industrial chain, and markets at home and abroad, helping the digital transformation of traditional retail companies to accelerate." Wu Changhong said that Hangzhou will promote the establishment of a number of industries with distinctive offline offline offline The park hopes to bring a gathering effect to the brand, and the government can provide services and support policies more targeted.

From extension to fine, Hangzhou e -commerce industry will usher in a qualitative transformation. This will be a surprising new start.

Hangzhou Douyin E -commerce Live Base in Qiantang Smart City

【Zhejiang News+】

Continue to be a good e -commerce "head geese"

Chen Qiaoyan

"Chinese e -commerce capital" is a golden business card from Hangzhou. The development of e -commerce has entered a new stage of development. Hangzhou can focus on the following two aspects, and continue to play the role of the "head geese" in the innovation and development of e -commerce in the province and the country.

The first is to actively build the rule of law on the core of digital economy with the core of the e -commerce and platform economy. Give full play to the advantages and favorable conditions of Hangzhou e -commerce platform agglomeration and model innovation, and further assume the mission of the "national trial system", and actively promote the sustainable and healthy development of the rule of law pilot zone of the construction platform, and create stable, transparent, fair competition, incentives Innovative institutional rules and business environment. You can learn from international traffic practices and advanced experience, and take the lead in exploring a new type of regulatory mechanism based on the organic combination of corporate compliance management and administrative supervision agencies and judicial authorities. and many more.

The second is to focus on improving the energy level of Hangzhou cross -border e -commerce service services, and build a cities in cities and cross -border e -commerce enterprise headquarters of cross -border e -commerce operation service centers throughout the province and even the country. Based on Hangzhou and facing the province, strengthen internal training, and further enhance the energy level of the service resources of Hangzhou cross -border e -commerce services, especially digital marketing, logistics services, compliance consulting services, etc., making Hangzhou a province in all provinces Featured and advantageous industrial clusters, traditional foreign trade enterprises cross -border e -commerce transformation, and cross -border e -commerce enterprises are the preferred place for bigger and stronger.

(The author is the director of the Zhejiang E -commerce Promotion Center)

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