Zhejiang Yiwu: "World Supermarket" faces new challenges

◎ Text "Fighter" magazine all media reporter Yin Xin

▲ The e -commerce economy has penetrated into every corner of Yiwu Yin Xin / Photo

It is hard to think that this is just a county -level city.

Yiwu International Trade City consists of a large single building with a huge amount of body volume, namely the first, second, third, four, and five districts of the commercial city. Through it under it, pedestrians seemed very small.

These five huge monomer buildings and the other two smaller malls in the urban area are affiliated with Yiwu Mall Group. Its total operating area exceeds 4.5 million square meters, with a total of 75,000 merchants, and a shopping mall selling 2.1 million items has the reputation of "world supermarket". In 2021, Yiwu's export volume reached 365.92 billion yuan, almost all of them gave it.

Yiwu, a regular guest of a Chinese "Top 100 County" list, a county -level city with an appointment with an administrative level.

I only know Yiwu, I don't know Jinhua

As a strong province in China, Zhejiang's economic geographical pattern is distributed at the fourth level: the provincial capital Hangzhou is exclusive to the first level, and Wenzhou, located in Ningbo and southern Zhejiang in the central province, occupy the first level in Jinhua City, which belongs to Yiwu. It is worth noting that Yiwu's special status in Jinhua is difficult to reach in other districts and counties. In 2021, the GDP of Jinhua City was 535.5 billion yuan, and Yiwu contributed 173.016 billion yuan, almost one -third of the city. There are only 7 billion yuan in Dongyang, Yongkang and Wucheng, which are located near Yiwu, and less than half of Yiwu.

Jinhua's only airport is not named by Jinhua, but is called Yiwu International Airport, and its position is also in Yiwu. In the eyes of many foreigners, even if they have lived in Yiwu for many years, or they have been doing business many times, they still only know the Ukraine and do not know Jinhua.

Yiwu has become the "small commodity capital". It is the result of the policy number that has accurately market pulse and complement the spontaneous market behavior.

In 1993, under the promotion of the local government, Yiwu integrated the more scattered small commodity trading market at the time, and established Yiwu Mall Group. The wholesale of small commodities gradually began to become a special industry in Yiwu. Subsequently, the government continued to "set up", and the Yixingqi Commodity Exhibition Industry in Yiwu was closely linked and supported by the market, forming the "Yiwu model". In 2001, China joining the World Trade Organization is an important turning point for Yiwu and a new starting point. Since then, the scale of the exhibition industry has expanded rapidly at the scale of Yiwu, until before and after the 2008 Beijing Olympics, it was in a high -speed growth channel.

Since 2008, Yiwu, which has previously focused on foreign trade, has begun to attach importance to domestic sales, and the two have gradually begun to achieve balanced development. As of 2019, the proportion of domestic sales and foreign trade sales in Yiwu stabilized at 3: 7. On August 7, 2022, He Zhenwei, the Ministry of Public Relations Department of Yiwu Mall Group, told the reporter that the foreign trade was affected by the new crown pneumonia. The proportion of sales has risen slightly, "currently the proportion of domestic sales is about 35%."

The significance of Yiwu's existence is not only itself, it is also the barometer of small commodity processing and manufacturing industries in my country's coastal areas. The products of Yiwu Commercial City mainly come from small commodity manufacturers dominated by foreign trade in Jiangsu, Guangdong, and Zhejiang. The performance of Yiwu's order in foreign trade to a certain extent determines the survival of these factories. Although in recent years, with the rise of live broadcasts and e -commerce, such factories have begun to follow the route of domestic sales and foreign trade. source.

"Sugar Knight" opens the tradition of business

As early as the establishment of Yiwu Mall Group, when the "World Supermarket" was not seen, the Yiwu people had the atmosphere of going out to do business. These people were called the "Sugar Gang". The so -called "sweeping gang" refers to Yiwu, which is lacking in natural resources and does not have the cost of "eating mountains". The locals make a kind of brown sugar. Become a daily necessities. Gradually, this relatively primitive form is fixed in the form of material changes, and "chicken feathers change sugar" have become a unique label for Yiwu businessmen.

After that, the carrier was developed into a traveler, and it became a small stall that wandered around the surrounding cities and counties. Until now, in some villages located in the suburbs of Yiwu, there is also a restoration exhibition of the "Sugar Knocking Gang" and the production of brown sugar scenes. It tells people that Yiwu people are good at business, walking south, and not afraid of suffering.

In the era of the "Sugar Gang", there was a practice of "entering four or six outs", and 40 % of the upcoming money was left to themselves, and 60 % allowed partners or other people to help themselves to broaden the connections. Another meaning of "Sugar Knocking Gang" is willing to endure hardships. There is a saying in Yiwu: Even if there is gold in the sky, you have to go out to pick it up. In the era of underdeveloped transportation, the "Sugar Knocking Gang" ran around the streets, exchanged in the surrounding cities and counties, and did not say a hard work and courage to develop, and achieved today's well -known merchants.

The new business impacts "World Supermarket"

In the background of the new era, Yiwu also faces the impact of new formats. First, e -commerce, and then live broadcast.

At present, the merchants in the Yiwu International Mall are still dominated by foreign trade business. Of all the merchants asked by the reporter, few have opened their own online stores. This stems from the short supply chain of foreign trade business and the cost brought by almost no after -sales service. On August 4, Ms. Chen, wholesale business of an umbrella, bluntly stated that the process of foreign trade is simple compared to domestic sales: "Foreign business comes to the store, which umbrella is better, and order directly. After paying the deposit, we contact the manufacturer In mass production of the same style of umbrellas, the manufacturer sent directly to the land receiving land in foreign countries. As long as it is not a particularly large problem, there is no need for after -sales service. "The so -called" crushing goods "is that the merchant has a lot of stocks on the hands of the merchants. It is necessary to bear the risk of" smashing "in the hand after the product is not popular. The situation where domestic sales cannot avoid "pressing goods". Ms. Chen told reporters: "If you do e -commerce, you can't take the foreign trade wholesale model, you can only go to the retail model of the online store, only one or two things can be sold in one or two, and you cannot go. The online store will inevitably accumulate a lot The requirements of the e -commerce platform provide after -sales service, and the return and exchange regulations on the implementation platform. "However, since the beginning of the new crown pneumonia, the demand for foreign trade has continued to decline. Merchants, the only destiny for their order can only be greeted.

In addition to e -commerce, the impact of live broadcast to the business city is not small. 3 kilometers away from the International Business City, a village named Jiangbei Zhu has formed an industry gathering of live broadcasts. The signboard of "Jiangbei Zhuzhu Social E -commerce Town" is hung at the village entrance.

In 2010, after the renovation of Jiangbei Zhucun, Jiangbei, a total of 99 houses, 1,200 stores, and dozens of buildings, almost all of them were occupied by the "Internet Red Store". There are two so -called "Internet celebrity stores". One is a direct -operated store opened by the manufacturer, and the other is the supply chain store, similar to middlemen, connecting with manufacturers. The "Internet Red Store" model is also "not pressed", and the display role of the store is much greater than the sales role. The anchor with the goods came to choose the sample and get the goods to bring the goods. If the sales volume of some styles is popular and the anchor receives a large number of orders, the "Internet Red Store" will notify the manufacturer to produce in large quantities. In other words, these products are either just samples or determined that the buyer is produced in advance.

In the face of the light and flexible play of "Internet Red Store", the disadvantages of the international business city are unobstructed. On August 5th, an anchor who lived in Zhucun, Jiangbei, told reporters that the "Internet Red Store" allows the anchor to bring the goods with only one or two products to bring it as a sample to the live broadcast room. Only wholesale and retail can not be retail. "The business city requires 100 to 200 pieces. If this style is not popular, these goods can only be smashed in their own hands. I went to Shangchai City to choose the goods. "The anchor said.

Public data shows that in the first half of 2020, the most severe epidemic in the new coronary pneumonia, in the first half of 2020, the transaction volume of Yiwu live e -commerce reached 9.8 billion yuan, and the live broadcasts exceeded 72,000. Since then, the live broadcast economy has been presented by Yiwu's high hopes than the commercial city. In June 2020, the Yiwu Municipal Government issued the "Yiwu City to Accelerate the Development of Live E -commerce Development Action Plan", which proposed that by 2022, the live broadcast e -commerce transaction exceeded 100 billion yuan. In July 2022, data from the Yiwu Market Development Commission showed that in the first six months of 2022, the city of Yiwu launched a live broadcast of 253,000 online celebrities and completed the retail sales of 19.467 billion yuan. Although the goal of 100 billion yuan in the year is not small, compared with 9.8 billion yuan two years ago, it almost doubled.

It is worth noting that the International Trade City has also begun to live a live -oriented supporting service. Each commercial district has some live broadcast rooms. As long as you make an appointment, merchants in all business cities can be used. On August 5th, an anchor selling jewelry and jewelry told reporters that the live broadcast room of the business city was not high. "The anchor has no requirements for the venue and can be operated at home and office. Instead of setting up the live broadcast room, it is better to ask the merchant to not ask the merchants not to do not look at the merchants. Tnditted the anchor again. "

At 5 o'clock in the evening, the lantern was at the beginning, and the International Trade City was closed on time at this moment, ending the day of Menke Rowcuff. However, the live broadcast town 3 kilometers away seemed to have just woke up and started overnight work. The "Internet Red Store" gradually filled the anchor who came to choose the sample. Many people had picked up the selfie rod to start broadcasting. Their work usually ended until three or four in the morning the next day. The sunrise and sunset have become the timetable for the anchor of many town.

Under the "pinching" of e -commerce and live broadcasts, in the context of the global new crown pneumonia's epidemic and the continuous demand for foreign trade, where is Yiwu going? The story is far from over.

Editing ｜ Cui Xiaolin

Edit ｜ Bai Kui

School pair ｜ Zhang Bo Zhang Xuehui

This article is published in the "Legal person" magazine in August 2022 Total 222 cover story column

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