Libro Blanco sobre Comercio Electrónico de Componentes de China (Parte 1)

1,Prefacio

2020In 2017, under the impact of the COVID-19 epidemic and the Sino-US trade war, the global semiconductor industry experienced ups and downs and twists and turns. From the beginning of the year, almost all semiconductor analysis and consulting institutions significantly lowered their revenue forecasts for this year, to the middle of the year when institutions have changed their optimistic outlook on the trend in the second half of the year. During this period, there were global component shortages and price increases. This roller coaster market has really made people tremble, walking on thin ice, but also jaw-dropping.

It can be said that the united Chinese people miraculously blocked and saved the world economic downturn. Under the strong launch of the Chinese government's dual cycle policy, China's manufacturing and exports have begun to recover strongly. Chinese chips have accelerated the pace of replacing European, American, Japanese and Korean chips in the mid-to-low end, stimulating domestic demand and continuing the global electronics manufacturing industry that has pressed the pause button, allowing the pulse of world connectivity to beat powerfully again, thus promoting the recovery and rapid rebound of the semiconductor industry.

2003En 2017, el SARS obligó a muchas personas a trabajar desde casa y comprar en línea, lo que rápidamente incubó y dio origen a la(B2C)Two e-commerce giants - Taobao and JD.com.2020In 2017, China's component e-commerce companies also seized the historical opportunity in time and successfully took over the baton. By purchasing components online, production and research and development were not stagnant, which not only met the urgent needs of the special period, but also gained greater development space by improving industry efficiency. This isB2BEl momento culminante en el que la plataforma industrial consolidó su estatus a nivel mundial.

At the same time, China's component e-commerce is quietly accelerating its transformation, and some e-commerce platforms have begun to coordinate their layout in the industrial chain.PCBProducción,EDAdiseño,SMAparches,3Dand panel printing and other industrial service chains, investing funds and resources, competitiveness and one-stop ecological service capabilities. What is certain is that the development direction of the Industrial Internet is collaboration, clustering, and digitization, and the underlying logic of development is to optimize efficiency and allow all parties to benefit from it.

2020Con el fin de realizar un seguimiento más exhaustivo y llevar a cabo una investigación en profundidad sobre el desarrollo y la evolución del comercio electrónico de componentes de China en el contexto especial, continuaremos...2019In 2017, the Chip Master Research Institute team launched the "China Components E-commerce White Paper" (2019En esta edición), continuaremos realizando investigaciones, muestreos y análisis basados ​​en el centro comercial electrónico de componentes autogestionado localmente Lichuang Mall, esforzándonos por profundizar la nueva comprensión de la industria del comercio electrónico de componentes de China por parte de colegas en la cadena de la industria electrónica, instituciones de investigación de inversiones y departamentos gubernamentales.

2,Embracing the digital economy: supply chainThe starting point of "core"

The future supply chain must have a network structure. From design, manufacturing, distribution to terminals, everything will be digitized and gradually shared and rationally applied by the industrial chain.

At present, the digital economy has become an indispensable organic component of China's economy and the most competitive and innovative embodiment of economic development. Through business data modeling, profiling, sorting and analysis, the electronic manufacturing industry is transformed in an all-round, all-angle, and whole chain, helping upstream and downstream to carry out precise services and trend predictions, and guiding the direction of the industry. This digital economy based on component transactions and services has gradually developed into a reform experimental platform with in-depth industrial chain scenarios.

El uso de inteligencia artificial y macrodatos para predecir el futuro es fundamental para la digitalización. En este proceso, la cadena de suministro de componentes actual se enfrenta al problema de la fragmentación de la información. La cadena, desde la venta de chips hasta el consumidor final, es muy larga, y a los fabricantes les resulta difícil obtener datos del consumidor final. Si se conocieran estos datos, se podría predecir el uso de los chips, lo que haría que la industria fuera más inteligente y científica. Para lograrlo, es necesario que todos colaboren para construir una plataforma e integrar diversos datos en la cadena.

The future supply chain must have a network structure. From design, manufacturing, distribution to terminals, everything will be digitized and gradually shared and rationally applied by the industrial chain.

Due to the continuation of the epidemic and the Sino-US trade war, the stability of the chip industry chain has been greatly damaged. Original factories and even terminal manufacturing tend to have conservative production capacities and plans, making the supply chain fall into a state of weightlessness. Supply and demand are unbalanced, production and sales are unreasonable, and shortages and price increases have become the norm. Therefore, for the digitization of the chip industry, the first is to allow all things to be interconnected and use data to realize the circulation of data; the second is to turn data from the original driving factor into a production factor, thereby improving production efficiency; the third is to let industry and technology work together to build infrastructure; the fourth is to use new digital products to reconstruct the industrial ecosystem.

For China's chip industry, making good use of various dividends in the digitalization process of Internet platforms, determining and establishing data resource cooperation with excellent component e-commerce platforms as soon as possible, fully granting digital rights, mining digital resources, and educating digital users, thereby accelerating the penetration of local brands and product technologies, will be the new wings and key power source for Chinese chip companies to take off. Whoever has a keen sense of smell and moves quickly in the digital economy will have a better chance of approaching and competing with the international first-tier manufacturers.

3,New evolution of China’s components e-commerce

Para fabricar cadenasPCB,EDA,3DImprimir,SMTThe digitalization process extended by other industries helps to broaden and deepen enterprise services and competitiveness, and has become a new strategic choice for many component e-commerce companies.

atravesar10After years of precipitation and evolution, China's component e-commerce has entered the entrepreneurial track from a single purchasing agency, spot goods, matchmaking and other industry pain points.0llegar1, continuous trial and error, continuous optimization, continuous iteration, and great waves, thus making continuous progress. From the initial wave of universal access to the Internet to the bubble, more than a thousand e-commerce companies emerged and succeeded one after another, and then rationality returned to healthy development. Component e-commerce finally returned to its original intention and continued to innovate.

En la actualidad, una transacción y un servicio de un solo componente ya no pueden satisfacer las necesidades profundas de los usuarios; desde la perspectiva del comercio electrónico, usar solo herramientas comerciales para ganarse el favor y la fidelización de los usuarios tiene un umbral de ventaja competitiva bajo y es vulnerable a los ataques de la competencia. Por lo tanto, para aquellos que fabrican cadenasPCB,EDA,3DImprimir,SMTThe digitalization process extended by other industries will help broaden and deepen enterprise services and competitiveness, and has become a new strategic choice for many component e-commerce companies.

Taking Lichuang Mall as a sample, due to the advance layout of the group's business, the integrity and synergy of the manufacturing industry chain have long been established. What is more needed now is the optimization and innovation of transaction service tools, as well as how to quickly digitally connect with the original factory and improve service levels.

It is understood that LichuangEDAhas received more than160Highly recognized and frequently used by engineers around the world; as the first in the field of component e-commerceADEMÁS Sistema de membresía, en tan solo un breve tiempo3En pocos meses, miles de clientes estaban ansiosos por comprar; ayudar a hacer realidadBUENAThe "Chip Butler" software, a one-stop purchase and management of purchase, sale and inventory, is currently used in depth by thousands of users; Lichuang Live has become an innovation promotion platform and business card for the component industry. Next, Chip Master Research Institute will innovate through membership system,ERPAuxiliary tool innovation, e-commerce live broadcast and big data services are used to analyze the new evolution of component e-commerce.

About the innovation of meeting system

It is reported that JD.com"ADEMÁS miembro"En línea3The number of members exceeded 10 million during the year. In recent years, with the development of the Internet and online shopping, and the platform itself constantly improving the member rights ecology, it has become a domesticCThe leader in end-end e-commerce membership systems. On the other handBPor otro lado, la división de niveles de membresía y las estrategias operativas de cada plataforma son aproximadamente similares, pero paraADEMÁS The group still lacks innovation, especially in terms of commodity and rights ecology, which is still blank and has unlimited space and possibilities for exploration.

2020Año 9In August, the first membership system “Lichuang” in the field of component e-commerce was launched.ADEMÁS "En línea, rotoBterminal platform pairADEMÁS Existe una brecha en la industria para las operaciones de membresía. LichuangADEMÁS With the rights and interests of commodity coupons and freight coupons that highly meet the needs, it attracts terminal R&D and manufacturing companies to join in, accurately reaching high-frequency malls.+waist customer,3Within a month, we had thousands of paying members, saving customers more than one million yuan cumulatively. Yuan ChaoADEMÁS Tarifas pagadas por los clientes.

But with JD.comADEMÁS In comparison, the two are quite different in terms of business models, user groups, business scope, membership rights and consumption characteristics. Future creationADEMÁS Si quieres convertirte en una plataforma de comercio electrónico de componentesADEMÁS System benchmarking requires upstream original manufacturers and supply chain providers to provide more support and resource tilt, and the e-commerce platform itself also needs toADEMÁS Members conduct detailed user portraits and data analysis, make targeted investments, and accurately match customer needs.

¡Hola! ERPInnovación en herramientas auxiliares

Durante mucho tiempo, gigantes extranjeros del comercio electrónico como Digi-Key y Mouser han aprovechadoERPtools to help customersBUENAOrder allocation and purchase, sales and inventory management to improve the efficiency of customer ordering and supply chain management. In recent years, some professional components have emerged in ChinaERPsoftware, algunas empresas locales de comercio electrónico incluso utilizan su propio softwareITAdvantages further optimized and strengthenedERPThe tools and marketing attributes can better increase the loyalty and stickiness of platform users.

Yilichuang"Core Butler" (XGJ.SZLCSC.COM) and Mouze Inventory Management Tool are examples. The functions launched by the two are basically the same. They both provide free cloud inventory management solutions, allowing long-tail user groups such as small and medium-sized enterprises, scientific research institutes, and maker studios to easily manage and track inventory, thereby reducing user procurement costs, maintaining product value, and increasing user stickiness.

La única diferencia con la herramienta de gestión de inventario es que realizar pedidos en Lichuangxin Manager no solo admite el cifrado en la nube, sino que también disfruta deAIAutomatically calculated discount for the entire order, and have the same experience as LichuangADEMÁS Jointly launched exclusive coupons and other benefits.

A partir de2020Año 11Monthly statistics show that the number of registered companies in Xin Guanjia has continued to rise to nearly5000aumento, y la proporción de usuarios empresariales finales reales y efectivos95%arriba, y mantienen una tendencia creciente.

About e-commerce live broadcast

2020In 2017, due to the outbreak of the COVID-19 epidemic, the component industry, from original factories to agents to distribution, was affected by the shock. Offline business communication was unable to proceed normally. The social isolation caused by the epidemic gave birth to another social outlet - live broadcast.

2020Early year (2-3The component e-commerce live broadcast in March) was launched with topics and content that users are interested in such as supply chain and work resumption. It achieved unexpected results, but it did not have commercial attributes; the component e-commerce live broadcast in the post-epidemic era has been favored by(B2C)Las inspiraciones de la industria han surgido como setas después de la lluvia y se han convertido en diversas formas de promoción de productos y escaparates que atraen clientes.

According to the observation of Chip Master Research Institute, current mainstream component e-commerce live broadcasts are divided into four categories based on content: technology sharing, brand promotion, new product launches, and live broadcasts to bring goods.

Taking Lichuang Live as a sample analysis, in2020During the year, total services32suppliers covering storage,MCU, module, power management,MOSCon más de diez subcategorías como tubos y resistencia de capacitancia, el contenido de transmisión en vivo abarca cuatro categorías principales: intercambio de tecnología, promoción de marca, lanzamientos de nuevos productos y entrega de transmisiones en vivo. Al mismo tiempo, Lichuang Live utiliza su190With a user base of 10,000, it takes into account the product attributes of live streaming. According to statistics,27The cumulative total views of live broadcasts exceeds80millones de veces persona, y el monto real de transacciones entre partes relacionadas supera86010,000 yuan (including direct purchase amount of approx.166millones), también se ha convertido en la única plataforma de componentes que puede proporcionar de forma estable a los proveedores servicios de entrega de mercancías.

Grandes servicios de datos

With the digitization of the supply chain, component e-commerce has natural advantages. Utilizing effective data to mine procurement clues and new industry needs, judge and predict market trends, and even drive partner efficiency improvements will surely become the basic goal and only path for component e-commerce. The following Chip Master Research Institute still uses Lichuang Mall as the main body of research. After desensitizing some data, it will present you the market data of typical Chinese component e-commerce companies to the maximum extent.

China's outbreak is taking the world by storm

desde2019Starting from the second quarter of this year, the Chipmaster Research Institute has launched an e-commerce market report every quarter, introducing indicators such as search, transaction and ordering, which can partially reflect the prosperity of China's component distribution market. and the Philadelphia Semiconductor Index (which represents the main prosperity indicator of the international semiconductor industry).Sector de semiconductores PHLX, abbreviationSOXAfter superposition, we can study the market trends of China and the global semiconductor market in the past year.

Due to the out-of-synchrony between the Spring Festival holiday and the development of foreign epidemics, the two1-4The months show certain differences, and the second half of the year shows high correlation consistency. The intersection occurs at2Since mid-month, the domestic market sentiment curve has risen sharply.4-10The month has entered a period of shock and upward movement, entering10Ambos índices mostraron una tendencia general alcista después de enero. El Índice de Semiconductores de Filadelfia se ha mantenido relativamente estable durante todo el año. A lo largo de los años, sus mínimos han aparecido en3month, but2020Año 10The increase is particularly obvious after the month, and even more so in11A finales de mes, récord máximo2793-punto.

Index description,2020En 2017, el entusiasmo del mercado interno siguió aumentando en medio de las fluctuaciones y experimentó un auge explosivo, contribuyendo enormemente a sacar a la industria mundial de semiconductores de la recesión económica.

ICMarkets are rising across the board

2020The category with the most active market performance in the year isUCM/MPUNada más que. El índice del mercado de comercio electrónico se compone de volumen de transacciones, cantidad de transacciones, volumen de búsquedas y número de clientes compradores.MCUThe market took the lead in recovery, with two increases and full-year performance higher than the market. It overcame the three popular categories of capacitors, transistors and power chips, creating a huge impact and panic on the entire supply chain.

en,UCM/MPUThe turnover, transaction volume and page views of the category are all in3reached a maximum value in the month, and the average transaction price will continue to rise after a short period of time.11The month rebounded again and hit a new high in trading volume.

Además, la demanda antiepidémica en la primera mitad del año hizo estallar los mercados de sensores y amplificadores operacionales; junto con la estrategia conservadora ascendente, que resultó en una producción insuficiente, la capacidad de producción limitada fue ocupada por chips de alto valor agregado, lo que resultó en escasez de algunas fuentes de alimentación de gama media a baja y chips analógicos de interfaz en la segunda mitad del año; a medida que la demanda del mercado de nuevas energías y otras áreas se recupera,MLCCand passive devices represented by automotive resistors in2020There was also a significant recovery in the second half of the year.

The picture above lists the past13within months,UCM/MPU,MOSThe transaction volume, transaction value, average transaction price and page views data of the tube category can significantly reflect the surge in retaliatory purchasing demand in March caused by the epidemic and the resumption of work. In addition, unlike other nodes of the year, the average transaction price and pageviews of the two categories are both within11The month shows a steep climb.

The picture above lists the past13Durante el mes, la facturación, el número de pedidos y el número de clientes en las categorías de electrónica médica y electrónica automotriz cambiaron. Entre ellos, los tres indicadores de electrónica médica se encuentran todos en4It hit the highest value in March, which is an obvious industry-wide hot spot. Since then, the level of activity has been more obvious than that of automotive electronics. The highest value of turnover and number of orders for automotive electronics during the reporting period appeared in11months, but the number of customers did not exceed4In March, there was an obvious shortage of automotive components.

Typical case: component e-commerce11.11

"Components e-commerce11.11El concepto fue desarrollado por Lichuang Mall.2016It was first launched in the industry in 2016. According to incomplete statistics, by the end of2020Years have passed30Más de una docena de empresas de comercio electrónico participaron en este tipo de promoción, y la duración del evento osciló entre3It can vary from days to a month.

Components e-commerce combines customers and productsBLinaje final y métodos operativosCterminal characteristics, in(B2C)Stimulated by the success of e-commerce companies in increasing their voice in the supply chain, expanding their brand influence and increasing transaction volume through "creating festivals", in the past five years, component e-commerce companies have been trying new things.

Chipmaster Research Institute has observed that the significant changes in e-commerce participation in Double Eleven are: on the one hand, domestic e-commerce companies have a more active participation attitude, which is reflected in the increasing number of participants, greater marketing investment, and more promotional methods; on the other hand, including E-Label,Flecha.cnSeveral well-known international e-commerce companies have entered the market one after another.

Esto demuestra que el mercado chino, que tiene una baja tasa de conversión en línea para la adquisición de componentes, se ha vuelto cada vez más importante durante la epidemia, y los hábitos de compra en línea de los usuarios nacionales se están acelerando. Los colegas también han visto que las empresas de comercio electrónico de componentes han utilizado la promoción para mejorar continuamente su infraestructura front-end y back-end (canales ascendentes,IT, operations and warehousing logistics, etc.).

2020Año 11Luna11Solsticio13On the same day, Lichuang Mall held its first5"Innovación"11.11”. Sobre la base del reparto de beneficios y los comentarios de los clientes en sesiones anteriores, esta sesión11.11It also incorporates listings to give away Teslas, live streaming of goods,ADEMÁS fondos de compra de los miembros y muchos otros elementos innovadores, la “Innovación” de este año11.11"El volumen de datos de transacciones y la participación de los clientes han alcanzado nuevos máximos, y se ha convertido inicialmente en un evento de adquisiciones de gran influencia en la industria nacional de componentes."

Se entiende que2020"Establecimiento del año"11.11"El volumen total de transacciones durante el período fue5020RMB 10,000, of which corporate customers contributed67.4%Las industrias con mayor número de clientes son el control industrial y la automatización, y la electrónica automotriz. Los pedidos totales superan2.3Ten thousand,(SKU)Las visualizaciones superaron35010,000 times, total picking in the warehousing system(SKU)adelantamiento17Diez mil.

Among them, the categories that customers purchase most are as follows:MLCC,MCU, interface chips, power chips and diodes, etc.

The most popular international brands areTI(Texas Instruments),ST(STMicroelectrónica),ON(ON Semiconductor),SAMSUNG(Samsung) andMurata(Murata) et al.

The most popular Chinese brands are: Fenghua Hi-tech,Nexperi(Nexperia), Tecnología Changjing,GD(GigaDevice) andHDSC(Huada Semiconductor) etc.

4,mercado capital

The capital market's screening and betting on leading players is nearing completion, and platforms with industry chain integration capabilities will be more favored.

A partir de2020Año 11Monthly, the entire industry chain can be found for financing283pen (number of companies128casa), el monto total es aprox.927billion, includingICRelación de diseño71.1%, the highest in the industry.

en comparación con2019Years of generosity and bustle,2020En 2017, el sector de componentes para el comercio electrónico parecía estar tranquilo. Por un lado, esto se debe a que el capital tiende a concentrarse en las empresas líderes; por otro lado, debido al impacto de la pandemia, la inversión en el mercado de capitales tendió a ser conservadora y a estancarse.

However, this does not prevent them from betting on new models (such as flexible collaborative smart supply chain, cloudFAEtrading platform), and continue to contribute to e-commerce platforms that have already invested. At the same time, the announcement that Shenzhen Huaqiang plans to spin off Huaqiang Electronic Network and list it separately has brought certain positive signals to the capital market.

2020En 2017, debido al impacto de la epidemia y la aceleración de las compras en línea, este fue un año excepcional para las empresas chinas de comercio electrónico, con la mayoría de las empresas alcanzando nuevos máximos en ingresos y ganancias. Según estadísticas incompletas, el monto total de inversión recibido por las plataformas locales de comercio electrónico es aproximadamente5billion, and are mainly concentrated in4-5.

Although local component e-commerce is still in its infancy, it is foreseeable that the capital market’s screening and betting on leading players is nearing completion, and platforms with industrial chain integration capabilities will be more favored.

2020In 2020, as the digitalization trend of the electronics manufacturing industry becomes clear, the competitiveness of leading companies continues to strengthen. Due to the clear track and players, a few companies with competitiveness across the entire industry chain will surely generate a new round of explosive financing amounts. Moreover, due to the increasingly concentrated and precise silver bullet offensive in the capital market, it will inevitably give birth to2-3Agregar componentesB2BUn líder en el sector, con el objetivo deOPV The road sounded the rally call.

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