"World Factory" 618 Restart: E -commerce carnival returns to rationality. How can small and medium sellers "refine"?

Cheng Hao, a reporter from Southern Finance and Economics, reported that on June 18, in the Dongguan Humen E -commerce Industrial Park, Lai Zhicheng, general manager of Dongguan Disa Mainly Clothing Co., Ltd. and employees from time to time to look at the sales data of the online store. This year's e -commerce promotion was in the middle of the year, and Lai Chengzheng felt a trace of desertedness. Last year, an explosive dress in the store was no longer selling 2,000 pieces a day, and the growth of sales data explained everything.

That night, Lai Zhicheng looked at the data summary of the online store background. This year, the total sales of 618 stores fell nearly 60 % year -on -year. He turned off the background of the online store, silent for a while at the desk, thinking about what to do next.

Dongguan is one of the major domestic source of e -commerce, and many large and small e -commerce sellers are gathered here. In the past 618 and other e -commerce carnival, major e -commerce industrial parks were all busy scenes. Wei Jianjun, general manager of Humen E -commerce Industrial Park, introduced that spring and summer clothing is the main title of Humen clothing sellers, accounting for about 80 % of Humen clothing sales throughout the year. Affected by the epidemic this year, Humen's clothing supply chain has also been impacted, and many clothing brand production plans have been disrupted, which also affects online sales of small and medium sellers this year.

A reporter from Southern Finance and Economics reporters found that this year's 618 e -commerce companies have promoted in the middle of the year. Many Dongguan companies' enthusiasm for participation is not high. Although this year's promotion is stronger, the sales of many sellers have not increased, and small and medium sellers lament that this year is a difficult year.

The small and medium businesses of the "Buddhist Department"

In the early morning of June 19th, JD.com announced that the platform had accumulated an order of 379.3 billion yuan during the 618 shopping festival in 2022, compared with the value of 343.8 billion yuan last year by 10.3%, and set a new record.

Unlike previous years, this year's major e -commerce platforms have further promoted consumption by lengthening shopping time, improving user experience, and increasing promotional efforts. The 618 promotional rules are simpler, such as Tmall's minus 50 yuan over 300 yuan, and JD.com's 299 yuan minus 50 yuan. Although the promotion is greater, the sales of many sellers have not increased.

Disa's clothing is a clothing e -commerce company with an annual business with more than 60 million, with its main dress products. Lai Zhicheng introduced that with the increasing number of e -commerce platforms, competition between platforms has become increasingly fierce, and traffic shows a fragmentation trend, but product sales have not increased due to the increase in the platform.

"After 618 last year, our online store sales clearly felt that the growth was weak. In May this year, sales of only more than 1 million yuan, a decrease of 80 % year -on -year." One year.

Industry insiders said that the increase in e -commerce platforms has made the online traffic increasingly decentralized, small and medium -sized merchants are facing pressures such as production and supply, and consumer purchase enthusiasm has decreased. Consumers have become higher and higher in product selection and quality. They no longer due to low prices due to low prices Blindly follow -up, when consumption returns rationality, it brings a new test to the e -commerce platform.

"In the early stage, through visiting the park, this year, SMEs generally reflected that the turnover declined by about 30 % year -on -year. How to survive became the voice of many e -commerce companies." Wei Jianjun told a reporter from the Southern Finance Media.

Wei Jianjun introduced that due to the judgment of the market trend and insufficient consumption confidence, during the 618 period of this year, many small and medium -sized e -commerce companies in Dongguan did not dare to prepare stocks and press the goods. The company hopes to maintain sufficient cash flow to improve the ability to resist risks.

"The traffic is more fragmented, the explosion cycle has become shorter, and the rate of return has become slower." Hong Fei runs a 3C digital e -commerce company in Humen E -commerce Industrial Park with an annual turnover of about 40 million. He didn't have a lot of expectations.

"This year, the speed of return has become slower. The discount policy of major platforms has further compressed the profit margin of the merchant. In order to maintain profits, some merchants have to reduce service standards, even in the case of the increase in profits year by year. Adjustment of quality can lead to a reduction in consumers' recognition of products. "Hong Fei admitted.

Hong Fei introduced that ordinary raw materials like 3C digital products rose about 5%, and some high -tech materials rose about 15%, but the price of single products did not increase. This year, after the buyer's willingness to consume, he only hopes that the company can continue to support this year.

Enterprise "fine cultivation" seeks breakout

The e -commerce market is gradually returning to reason. For small and medium sellers, "fine cultivation" seeking breakout has become a realistic path.

This year, in the context of the impact of online consumption, there are still some Dongguan companies looking for new channel opportunities. For example, through the drainage of new platforms such as lightweight investment test water, the Nuggets have also become some e -commerce companies in Dongguan. Trial of new growth points.

Wei Jianjun introduced that in the first half of the year in the first half of the year, it was the peak season of e -commerce companies. Although major e -commerce companies this year have tightened the pace of expansion, they also pay more attention to recruitment of experienced anchors or operating communities. Willing to become stronger.

"From June 1st to June 20th this year, the total sales of e -commerce are expected to decline by 60%, which is only about 30%last year." Lai Zhicheng introduced that he still maintains an optimistic attitude towards the online market in the future clothing industry. It is just that the gameplay may change. At present, he considers how to do a good job in the balance and stability of the platform operation and supply chain. He hopes to obtain more passenger flow through the layout of live broadcast and goods.

"In response to the trend of flow from platform to private domain, after we started to move to Douyin platform in 2020, this year's live broadcast and cargo have achieved profitability." Lai Zhicheng introduced that in addition to the original two Tmall stores, the company also Have two Douyin platform numbers. Through the live broadcast model, the company maintains a turnover of about 1.5 million per month, achieving steadily growth of sales.

In Hong Fei's view, in the future competition competition, the operating efficiency of the e -commerce team between the enterprises and the bargaining ability of the high -quality unit price will be the key factor to determine whether it can stand out in the platform. In order to cope with the trend of traffic fragmentation, Hong Fei also adopted the strategy of diversion outside the station, established a professional drainage team, increased platform operations such as Xiaohongshu, and accumulated user reputation to achieve the return of passenger traffic.

According to Wei Jianjun, Humen E -commerce Industrial Park also encourages enterprises in the park to actively develop new sales channel platforms. On the other hand, the park is also actively promoting industrial enterprises to "touch the net" to enrich the category of Humen.com. Give full play to the advantages of Humen's mature industry chain to bring new growth points.

Some Dongguan companies have achieved sales counterattack by grasping market trends. Guangdong Roman Intelligent Technology Co., Ltd. is a company that produces and sells personal care products. Chairman Yan Youchun introduced that during this year, through market analysis in advance, Roman Smart launched high cost -effective products and high -end products. The company added nearly 40,000 new new new products. Users have achieved sales of more than 8 million yuan.

Faced with the increasingly rational consumer market, Roman Intelligence will put more energy on technology research and development this year. By analyzing the trend of customers and market changes, increasing technology research and development and enhancement of product added value, thereby enhancing the competitiveness of enterprises. "As long as you study the market and customers with your intentions, you will always find business opportunities. Although our 618 total sales have declined compared to last year, we have won many new users through technological innovation and discovering market potential, and the future market development prospects are considerable." Yan Youchun said.

This year, Roman Intelligent Technology has also increased overseas business development. Through e -commerce platforms such as Amazon, the products are exported to Japan, South Korea, Southeast Asia and other countries and regions. It is expected that sales will exceed 20 million this year, an increase of 300%year -on -year.

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