Zhangcha is the largest production base and circulation base of knitted fabrics in China, with an annual output of 3 million tons of knitted fabrics, accounting for 1/3 of the total domestic production and trading. However, among more than 3,000 knitting garment enterprises registered by Zhangcha, there is no high-tech enterprise at present, and only seven enterprises have established enterprise engineering technology research and development centers.
The lack of R&D and innovation ability makes most enterprises have low brand influence or no own brand; Due to the lack of trading channels such as Zhong Da cloth trading market, Zhangcha knitting enterprises can't share the terminal profits. The result is the loss of industrial core competitiveness and pricing discourse power. According to this trend, the outward migration of production links is still its inevitable result.
Compared with the gloom of Zhangcha knitting, Rong Gui, which is also a manufacturing town, has another spectacular scene: on June 16, the first e-commerce conference in Shunde was held here, and e-commerce giants such as Gloom, Tmall, Supermarket 1 and representatives of nearly 500 enterprises discussed the integration of traditional manufacturing and e-commerce.
According to the data, relying on the traditional manufacturing industry, there are currently more than 100 small and medium-sized e-commerce enterprises in Rong Gui * *, mainly engaged in online sales of household appliances, electronic products, clothing, furniture, etc., with a total revenue of more than 2 billion yuan (excluding the e-commerce sales revenue of manufacturing enterprises).
Two directions and two results may give some enlightenment to Foshan industry: after decades of struggle for "Made in Foshan", Foshan has become the fifth largest manufacturing city in China. However, it is undeniable that "Made in Foshan" is still in the low-end position in the global industrial supply chain, and many enterprises are still far from the two ends of the "smile curve".
The era of overproduction has come in an all-round way In the global value chain, whoever has mastered the strategic links such as technology, design, channels and brands is the king in the industrial chain.
As the driving force of new urbanization, Foshan industry has reached the crossroads of transformation and upgrading.
Author: Nanfang Daily reporter Stefanie Huang
Channel Breakthrough of "One Billion Town"
Traditional home appliance manufacturers in Rong Gui have "touched the net" one after another, and a number of "network brokers" have been born to provide network marketing and brand building for traditional manufacturing enterprises, as well as professional e-commerce enterprises such as SKG and Shengxi Electric Appliances.
Liang Yongjian, the head of Shengxi Electric Appliances, is entitled to be proud.
At the beginning of its establishment in 2005, Shengxi Electric, which focused on OEM and export, was too ordinary among tens of thousands of industrial and commercial enterprises in Rong Gui, and did not attract any attention.
Liang Yongjian wants to change this situation. In 2006, Shengxi Electric began to transform into domestic sales, but due to the small scale of the enterprise and limited manpower, it is difficult to spread the goods to all channels. At the same time, the threshold of shopping malls is very high, and the cost of putting on shelves and deducting points makes it difficult for Sheng Xi to support.
This was the state of the vast majority of enterprises in Rong Gui at that time: Rong Gui, which is famous for its manufacturing achievements as "the first town of one billion in China" and "the big town of one hundred billion", had more than 20,000 industrial and commercial enterprises, 438+00 by the end of 2065, among which there were only more than 80 billion enterprises such as Galanz, Hisense Kelon and Wanhe. Most manufacturing enterprises are still at the low end of the industrial chain, especially small and medium-sized enterprises, which generally lack brands and brands.
Small and medium-sized enterprises OEM for large enterprises, and large enterprises OEM for foreign enterprises, which is the group image of Rong Gui industry. Especially in the most famous smart home appliance industry in Rong Gui, the traditional domestic sales channels have been basically monopolized by Gome, Suning and other channels, making it difficult for ordinary enterprises to enter or be exploited layer by layer.
Liang Yongjian had to find a new breakthrough. In 2008, Shengxi Electric settled in Taobao. In the same year, Wanhe Online Direct Selling Mall was officially launched. A few months later, in the "cold winter" when the international financial crisis continued, Galanz Group established the e-commerce department, and entered the e-commerce by building its own official mall and entering a third-party platform. Subsequently, Galanz cooperated with Taobao, the largest shopping website in Asia, to test the "official flagship store of Galanz" in Taobao Mall.
At this point, Rong Gui's traditional home appliance manufacturers have "touched the net" and a number of "network brokers" have emerged, such as Xiao Binghuoren, Jiuding and Hongcheng. , specializing in providing network marketing and brand building for traditional manufacturing enterprises, as well as professional e-commerce enterprises such as SKG and Shengxi Electric Appliances.
According to the latest statistics, up to now, there are more than 100 small and medium-sized e-commerce enterprises in Ronggui town, mainly engaged in online sales of household appliances, electronic products, clothing, furniture and other products, with a total revenue of more than 2 billion yuan (excluding e-commerce sales revenue of manufacturing enterprises). Among them, Shengxi Electric, once unknown, successfully completed online sales of 200 million yuan, accounting for 40% of the online shopping market in the whole sub-sector, and became a well-deserved leader in the steam industry in China.
The traditional manufacturing industry collides with e-commerce, and Rong Gui, a big manufacturing city, is experiencing a new round of industrial evolution: while gaining the right to speak in a new market channel, the big data behind this channel and the subtle changes in the market that are difficult to judge with common sense will produce unpredictable chemical reactions in the supply chain of Rong Gui industry, or will promote the profound revolution of production organization mode, business management mode and commodity circulation mode, and drive industrial changes on a larger level.
The shadow behind the collapse of "OEM"
A garment processing factory established in 2004, whose customer list swept the top ten men's wear brands in China, was once listed as a "key cultivation enterprise" by Zhangcha Street. However, due to the lack of pricing power and control channels, this prosperous foundry finally closed down.
Rong Gui is a microcosm of Foshan's urban economy.
Foshan has always been a famous manufacturing city in Guangdong and even the whole country: in 20 10, the total industrial output value of Foshan exceeded10.5 trillion yuan, ranking fifth in the country. Among them, Foshan ceramics account for more than 60% of China's total output, aluminum profiles account for more than 30% of the national output, household appliances account for more than 30% of the national output, and furniture accounts for about 30% of the national market share. ...
Behind this series of figures are many Starlight Glimmer brands, such as Midea, Galanz, Mei Jian Aluminum, Louvre and Mona Lisa. The huge array of Foshan brands has become the best interpretation of "where there is a home, there is Foshan manufacturing".
But even under this aura, "Made in Foshan" hides the pain similar to that of Rong Gui enterprises: in the past 30 years of rapid industrialization, relying on the radiation of Hongkong and Guangzhou, Foshan Manufacturing made a lot of money by way of scale expansion. However, we have to admit that due to the rapid development, most Foshan manufacturing enterprises are still in the low-end position of the global industrial supply chain, because their innovation ability and channel control ability are insufficient.
The "big brother" Yihai Clothing Co., Ltd. (pseudonym) of Zhangcha garment industry, which closed down not long ago, is a vivid example. Established in 2004, this garment processing factory, which started with "design+OEM", was once listed as a "key cultivation enterprise" by Zhangcha Street, and its customer list swept the top ten men's wear brands in China and became a top men's wear supplier. However, due to the lack of pricing power and commodity channels, after the textile industry entered the era of low profit, the accumulated problems were reflected in the capital chain, which eventually led to the closure of this once prosperous foundry.
In Zhangcha, a famous knitting town in China, the shadow of "Yi Haifeng" has not gone far. According to statistics, among more than 3,000 knitwear enterprises in Zhangcha, there is no high-tech enterprise at present, and only 7 enterprises have established enterprise engineering technology research and development centers.
Innovation and the lack of R&D ability make most enterprises have low brand influence or no own brand, so they can only survive by OEM or OEM. However, due to the lack of effective trading channels, Zhangcha knitting enterprises can't share the terminal profits and can only earn meager processing "hard work".
This model obviously lacks the ability to resist risks when it encounters cost problems such as rising labor costs, rising raw material prices, rising land or factory rents, and sustained economic downturn. Yihai is an example.
Another factor that can't be ignored is that the traditional Foshan manufacturing and its accompanying producer services, such as various professional markets, have achieved a great reputation as "Made in Foshan" and completed the initial capital accumulation for the city. However, after the city has developed to a certain stage, the rising land and environmental costs and the positioning of the city itself have begun to put forward higher requirements for "original" industries, so many enterprises are "in a difficult situation".
Huo Wanling, the person in charge of Shi Lan Zen Stainless Steel Co., Ltd., is deeply touched by this. This company is located in the stainless steel trading center in Shi Lan, and once the door was crowded with big trucks. However, starting from August 1, Foshan traffic police department officially issued the first ticket according to the latest "goods restriction" policy. Huo Wanling felt that she was "going crazy": "There were few trucks a day, and the whole trading center was deserted."
Relocation may become Huo Wanling's helpless choice. In fact, this situation has occurred frequently in recent years: in July last year, Guang Shun, a leading new energy vehicle enterprise, withdrew from Chancheng because it could not own its own property for five years; In the same month, Rifeng Pipe, the world's largest aluminum-plastic pipe manufacturer, reported that its headquarters would move out this year because it failed to expand production for eight years. At the beginning of this year, Pulihua, which made Foshan one of the national camera industry bases, also heard the news of moving out.
Under this series of foreshadowing, in the next 5-8 years, all the production links of Zhangcha knitting enterprises will move out, as the research report of Chancheng Economic and Technological Bureau said this week, which is not so surprising.
"Evolution" to both ends of "Smile Curve"
How to transform Foshan manufacturing? In the eyes of outside researchers, in addition to increasing technology research and development, we must speed up the reversal of the past "heavy manufacturing, light circulation; Heavy processing, light channels "structural defects.
The era of overproduction is coming in an all-round way. "Made in Foshan", which once relied on scale expansion to achieve brilliant results, has come to the crossroads of transformation and upgrading.
How to adjust the industry? "Be sure to sink your heart and engage in technology research and development." This is the advice given by Yang Jianwei, the vice president of the only group in Singapore and a visiting professor at Nanyang Technological University. In his view, Foshan's industrial adjustment is difficult because it is "too eager for quick success, no investment, no technology research and development".
"We talk about technology, there are three classes in the world. The original technology in Europe, America, Japan and South Korea is high-end imitation, and Asian countries such as China are called low-end imitation. " Yang Jianwei takes the United States as an example: 33% of the world's R&D investment is in the United States, and 60% of the scientific research achievements are converted into commodities in the United States. It is because of investment that American R&D and innovation achievements are so rich.
Therefore, Yang Jianwei suggested that the government: "Enterprises should increase investment in technology research and development, and local governments should support it. They can consider introducing preferential policies. Enterprises' investment in R&D can be "tax-reduced" or even tax-free. As long as enterprises really spend money on R&D and don't make false accounts, the government can boldly let them do it. "
However, according to Wang Xianqing, director of the Institute of Circulation Economics of Guangdong University of Finance and Economics, Foshan does not have a strong and matching circulation industry, and can only earn hard money, which cannot make Foshan's industrial transformation and upgrading really successful. Only through the circulation-oriented model, the focus of management will be shifted from the manufacturing field to the circulation field, and the transformation and upgrading of enterprises will be driven by circulation, so as to make up for the past "emphasizing manufacturing but neglecting circulation; Heavy processing, light channels "structural defects.
This is actually a precedent in Foshan. As early as the Ming and Qing Dynasties, Foshan became a cargo transportation hub between Lingnan and Lingbei by virtue of Xijiang and Beijiang, which are also known as "the four major gathering places in the world" with Beijing, Suzhou and Hankou.
At that time, products such as ceramics, cloth, rice wine and home-made paper produced in Foshan extended in all directions through waterways, "going back to Mianshui (Beijiang River) and reaching Shenzhen, Luo Shan and Jason Wu provinces", "connecting Zhaowu in the west, Tongchuan Guangyungui in the west and Jiangmen and Macau in the next. Dongdafan (Yu) Dongdong (Wan), Tongshilong, Huizhou ",and even exported to Southeast Asia and Eurasian countries through Guangzhou. Therefore, Foshan has become one of the "four major towns" with the same reputation as the "four major collections". Until the beginning of this century, with the opening of Guang Guang Railway and Guangdong-Han Railway, waterway transportation gradually declined, and Foshan embarked on the road of emphasizing manufacturing and neglecting circulation.
One hundred years later, history returned. Foshan entrepreneurs caught this trend more keenly than onlookers, and put it into practice: Rong Gui home appliance enterprises have "touched the net" one after another, opening a virtual but effective channel door through e-commerce; In the downtown area of Chan-Gui, many urban complexes such as Poly Intercontinental, Shunlian International and Baihua Times have sprung up, and the business service industry, which has been weak for a hundred years, has revived strongly.