Livre blanc sur le commerce électronique des composants en Chine (Partie 1)

1,Préface

2020En 2017, sous l'effet de l'épidémie de COVID-19 et de la guerre commerciale sino-américaine, l'industrie mondiale des semi-conducteurs a connu des hauts et des bas, ainsi que de nombreux rebondissements. Dès le début de l'année, la quasi-totalité des cabinets d'analyse et de conseil spécialisés dans les semi-conducteurs ont revu à la baisse leurs prévisions de chiffre d'affaires, avant de se tourner vers un second semestre plus optimiste à la mi-année. Durant cette période, des pénuries mondiales de composants et une flambée des prix ont semé la panique sur le marché. Cette situation explosive a véritablement semé l'inquiétude et l'étonnement.

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.

2003In 2017, SARS forced many people to work from home and shop online, which quickly incubated and gave birth to theB2CTwo 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 isB2BLe moment phare où la plateforme industrielle a affirmé son statut dans le monde.

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.PCBProduction,EDAla conception,SMApatchs,3DL'impression de panneaux et d'autres chaînes de services industriels, l'investissement de fonds et de ressources, la compétitivité et les capacités de service écologique intégré sont autant d'éléments clés. Ce qui est certain, c'est que le développement de l'Internet industriel s'oriente vers la collaboration, le regroupement et la numérisation, et que sa logique sous-jacente vise à optimiser l'efficacité et à permettre à toutes les parties prenantes d'en bénéficier.

2020In order to further track and conduct in-depth research on the development and evolution of China's component e-commerce under the special background, we will continue to2019In 2017, the Chip Master Research Institute team launched the "China Components E-commerce White Paper" (2019Dans cette édition, nous continuerons à mener des recherches, des échantillonnages et des analyses basés sur la plateforme de commerce électronique de composants Lichuang Mall, gérée localement et en interne, afin d'approfondir la compréhension du secteur du commerce électronique de composants en Chine grâce à nos collègues de la chaîne de valeur de l'industrie électronique, des instituts de recherche en investissement et des ministères.

2,Adopter l’économie numérique : la chaîne d’approvisionnementLe point de départ du « noyau »

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.

L'économie numérique est aujourd'hui devenue une composante organique indispensable de l'économie chinoise et l'expression la plus compétitive et innovante de son développement. Grâce à la modélisation, au profilage, au tri et à l'analyse des données commerciales, l'industrie de la fabrication électronique se transforme en une chaîne de valeur globale et intégrée, permettant aux acteurs en amont et en aval de fournir des services précis et d'anticiper les tendances, tout en orientant le développement du secteur. Cette économie numérique, fondée sur les transactions et les services liés aux composants, est progressivement devenue une plateforme expérimentale de réforme offrant des scénarios détaillés pour la chaîne industrielle.

L'utilisation de l'intelligence artificielle et du big data pour prédire l'avenir est au cœur de la numérisation. Dans ce processus, la chaîne d'approvisionnement actuelle des composants est confrontée au problème des silos d'information. La chaîne, de la vente des puces au consommateur final, est très longue, et il est difficile pour les fabricants d'origine d'obtenir les données des consommateurs. Or, la connaissance de ces données permettrait de prédire l'utilisation des puces et de rendre l'industrie plus intelligente et plus scientifique. Pour y parvenir, une collaboration de tous les acteurs est nécessaire afin de construire une plateforme et d'y diffuser diverses données.

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

Pour fabriquer des chaînesPCB,EDA,3DImprimer,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.

traverser10Après des années de précipitation et d'évolution, le commerce électronique chinois, autrefois cantonné aux agences d'achat uniques, aux produits sur place, à la mise en relation et à d'autres points faibles du secteur, est entré dans une dynamique entrepreneuriale.0arriver1, 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.

À l'heure actuelle, une transaction et un service monocomposants ne suffisent plus à répondre aux besoins complexes des utilisateurs. Du point de vue du e-commerce, fidéliser les utilisateurs en se basant uniquement sur des outils commerciaux présente une faible protection et expose l'entreprise aux attaques de la concurrence. Par conséquent, pour ceux qui fabriquent des chaînes de valeur…PCB,EDA,3DImprimer,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.

Il est entendu que LichuangEDAhas received more than160Highly recognized and frequently used by engineers around the world; as the first in the field of component e-commercePLUSMembership system, in just a short time3Within a few months, thousands of customers were eager to purchase; help realizeBONThe "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.

À propos de l'innovation du système de réunion

It is reported that JD.com"PLUSmembre"En ligne3The 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 domesticCLe leader des systèmes d'adhésion e-commerce de bout en bout. D'autre partBOn the other hand, each platform’s division of membership levels and operating strategies are roughly similar, but forPLUSThe group still lacks innovation, especially in terms of commodity and rights ecology, which is still blank and has unlimited space and possibilities for exploration.

2020Année9In August, the first membership system “Lichuang” in the field of component e-commerce was launched.PLUSEn ligne, casséBpaire de plateformes terminalesPLUSThere is a gap in the industry for membership operations. LichuangPLUSWith 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.+client taille,3Within a month, we had thousands of paying members, saving customers more than one million yuan cumulatively. Yuan ChaoPLUSFrais payés par les clients.

But with JD.comPLUSEn comparaison, les deux sont assez différents en termes de modèles économiques, de groupes d'utilisateurs, de périmètre d'activité, de droits d'adhésion et de caractéristiques de consommation. Création futurePLUSIf you want to grow into a component e-commerce platformPLUSSystem benchmarking requires upstream original manufacturers and supply chain providers to provide more support and resource tilt, and the e-commerce platform itself also needs toPLUSMembers conduct detailed user portraits and data analysis, make targeted investments, and accurately match customer needs.

à proposERPInnovation in auxiliary tools

Depuis longtemps, les géants étrangers du commerce électronique de composants, tels que Digi-Key et Mouser, profitent de la situation.ERPtools to help customersBONOrder 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 ChinaERPCertaines entreprises locales de commerce électronique utilisent même leurs propres logiciels.ITAvantages encore optimisés et renforcésERPThe tools and marketing attributes can better increase the loyalty and stickiness of platform users.

Yilichuang"Le majordome principal" (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 seule différence avec l'outil de gestion des stocks est que la passation de commandes dans Lichuangxin Manager prend non seulement en charge le chiffrement cloud, mais bénéficie également deAIRemise calculée automatiquement sur l'ensemble de la commande ; profitez de la même expérience que Lichuang.PLUSJointly launched exclusive coupons and other benefits.

À compter du2020Année11Les statistiques mensuelles montrent que le nombre d'entreprises enregistrées à Xin Guanjia a continué d'augmenter pour atteindre près de5000augmenter, et la proportion d'utilisateurs finaux d'entreprises réels et effectifs95 %above, and maintain a growing trend.

À propos de la diffusion en direct du commerce électronique

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 byB2CIndustry inspirations have sprung up like mushrooms after a rain and developed into various forms of product promotion and traffic-draining windows.

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, in2020Au cours de l'année, le total des services32suppliers covering storage,MCU, module, power management,MOSAvec plus de dix sous-catégories telles que les tubes et la résistance capacitive, le contenu de la diffusion en direct couvre quatre grandes catégories : le partage de technologies, la promotion de marques, les lancements de nouveaux produits et la diffusion en direct. Parallèlement, Lichuang Live utilise son190With 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 exceeds80million person-times, and the actual amount of related-party transactions exceeds86010,000 yuan (including direct purchase amount of approx.166million), it has also become the only component platform that can stably provide suppliers with goods delivery services.

Services de données volumineuses

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

à partir de2019Starting 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).Secteur des semi-conducteurs PHLX, abréviationSOXAfter 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 at2Depuis la mi-mois, la courbe de confiance du marché intérieur a fortement progressé.4-10The month has entered a period of shock and upward movement, entering10Both indexes showed an overall upward trend after January. The Philadelphia Semiconductor Index has been relatively flat throughout the year. Over the years, its lows have appeared in3month, but2020Année10L'augmentation est particulièrement visible après le mois, et encore plus en11At the end of the month, record high2793point.

Description de l'index,2020In 2017, the domestic market enthusiasm continued to rise amidst fluctuations and exploded, making a huge contribution to pulling the global semiconductor industry out of the economic downturn.

ICMarkets are rising across the board

2020La catégorie ayant enregistré la meilleure performance de marché de l'année estMCU/MPUNul autre que. L'indice du marché du commerce électronique se compose du volume des transactions, de la quantité des transactions, du volume de recherches et du nombre de clients acheteurs.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,MCU/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.

In addition, the anti-epidemic demand in the first half of the year detonated the sensor and op amp markets; coupled with the upstream conservative strategy, which resulted in insufficient production, limited production capacity was occupied by high value-added chips, resulting in shortages of some mid- to low-end power supplies and interface analog chips in the second half of the year; as market demand for new energy and other areas picks up,MLCCand passive devices represented by automotive resistors in2020Une reprise significative a également été constatée au second semestre.

The picture above lists the past13within months,MCU/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 past13Au cours du mois, le chiffre d'affaires, le nombre de commandes et le nombre de clients ont évolué dans les secteurs de l'électronique médicale et de l'électronique automobile. Les trois indicateurs relatifs à l'électronique médicale sont tous dans4It 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-commerce11.11” The concept was developed by Lichuang Mall2016It was first launched in the industry in 2016. According to incomplete statistics, by the end of2020Years have passed30Plus d'une douzaine d'entreprises de commerce électronique ont participé à ce type de promotion, et la durée de l'événement a varié de3It can vary from days to a month.

Le commerce électronique de composants associe clients et produitsBlignée terminale et méthodes opératoiresCterminal characteristics, inB2CStimulated 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,Flèche.cnSeveral well-known international e-commerce companies have entered the market one after another.

This shows that the Chinese market, which has a low online conversion rate for component procurement, has become increasingly important during the epidemic, and the online purchasing habits of domestic users are accelerating. Colleagues have also seen that component e-commerce companies have used promotion to continuously improve their front-end and back-end infrastructure (upstream channels,IT, opérations et logistique d'entreposage, etc.).

2020Année11lune11Solstice13On the same day, Lichuang Mall held its first5"Innovation"11.11”. On the basis of profit sharing and customer feedback in previous sessions, this session11.11It also incorporates listings to give away Teslas, live streaming of goods,PLUSMember purchase funds and many other innovative elements, this year’s “Innovation11.11"A number of transaction data and customer participation have reached new highs, and it has initially grown into a highly influential procurement event in the domestic component industry.

Il est bien compris que2020"Establishment of the Year"11.11"The total transaction volume during the period was502010 000 RMB, dont une contribution de clients entreprises67.4 %, the industries with the largest number of customers are industrial control and automation, and automotive electronics. Total orders exceed2.3Dix mille,SKUNombre de vues dépassé35010,000 times, total picking in the warehousing systemSKUdépasser17Dix mille.

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

Les marques internationales les plus populaires sontTI(Texas Instruments),ST(STMicroelectronics),ON(ON Semiconductor),SAMSUNG(Samsung) etmuRata(Murata) et al.

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

4,marché des capitaux

La sélection et le pari sur les principaux acteurs par le marché des capitaux touchent à leur fin, et les plateformes dotées de capacités d'intégration de la chaîne industrielle seront davantage privilégiées.

À compter du2020Année11Monthly, the entire industry chain can be found for financing283pen (number of companies128home), the total amount is approx.927billion, includingICDesign ratio71.1 %, the highest in the industry.

par rapport à2019Years of generosity and bustle,2020Le secteur du e-commerce en 2017 semblait stable. Cela s'explique d'une part par la concentration des capitaux dans les entreprises leaders, et d'autre part par la prudence et la stagnation des investissements sur les marchés financiers, conséquences de l'épidémie.

However, this does not prevent them from betting on new models (such as flexible collaborative smart supply chain, cloudEAFLa plateforme de trading), et continue de contribuer aux plateformes de commerce électronique qui y ont déjà investi. Parallèlement, l'annonce du projet de Shenzhen Huaqiang de scinder Huaqiang Electronic Network et de l'introduire en bourse séparément a envoyé des signaux positifs au marché des capitaux.

2020In 2017, due to the impact of the epidemic and the acceleration of online shopping, this was a bumper year for China's component e-commerce companies, with most companies' revenue and profits hitting new highs. According to incomplete statistics, the total investment amount received by local e-commerce platforms is approximately5milliards, et sont principalement concentrés dans4-5entreprise.

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.

2020En 2020, alors que la digitalisation du secteur de la fabrication électronique s'affirme, la compétitivité des entreprises leaders se renforce. Grâce à une stratégie et à des acteurs clairement identifiés, quelques entreprises performantes sur l'ensemble de la chaîne de valeur devraient bénéficier d'une nouvelle levée de fonds importante. Par ailleurs, la concentration et la précision croissantes des opérations de financement ciblées sur le marché des capitaux engendreront inévitablement…2-3Ajouter des composantsB2BUn leader dans le domaine, visant àIPOLa route a retenti l'appel du ralliement.

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