White Paper sull'e-commerce dei componenti cinesi (Parte 1)

1,Prefazione

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.

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.2020Nel 2017, anche le aziende cinesi di e-commerce di componenti hanno colto al volo l'opportunità storica e hanno preso il testimone con successo. Acquistando componenti online, la produzione e la ricerca e sviluppo non sono rimaste stagnanti, il che non solo ha soddisfatto le esigenze urgenti del periodo speciale, ma ha anche ottenuto un maggiore spazio di sviluppo migliorando l'efficienza del settore. Questo èB2BThe highlight moment when the industrial platform established its status in the world.

Al contempo, il settore cinese dell'e-commerce di componenti sta silenziosamente accelerando la sua trasformazione e alcune piattaforme di e-commerce hanno iniziato a coordinare la propria struttura all'interno della catena industriale.PCBProduzione,edaprogettazione,SMAcerotti,3De la stampa su pannello e altre catene di servizi industriali, investendo fondi e risorse, competitività e capacità di servizi ecologici integrati. Quel che è certo è che la direzione di sviluppo dell'Internet industriale è la collaborazione, il clustering e la digitalizzazione, e la logica di base dello sviluppo è ottimizzare l'efficienza e consentire a tutte le parti di trarne vantaggio.

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 to2019Nel 2017, il team del Chip Master Research Institute ha lanciato il "Libro bianco sull'e-commerce dei componenti in Cina" (2019Edition)", we will continue to conduct research, sampling and analysis based on the local self-operated component e-commerce Lichuang Mall, striving to deepen the new understanding of China's component e-commerce industry by colleagues in the electronics industry chain, investment research institutions and government departments.

2,Abbracciare l'economia digitale: la supply chainThe starting point of "core"

La catena di approvvigionamento del futuro deve avere una struttura a rete. Dalla progettazione alla produzione, dalla distribuzione ai terminali, tutto sarà digitalizzato e gradualmente condiviso e applicato in modo razionale lungo tutta la filiera industriale.

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.

Using artificial intelligence and big data to predict the future is the core point of digitalization. In this process, the current component supply chain is facing the problem of information islands. The chain from chip sales to end consumers is very long, and it is difficult for original manufacturers to obtain end consumer data. If the end consumer data is known, the chip usage can be predicted. Make the industry more intelligent and scientific. To achieve such a result, everyone needs to work together to build a platform and push various data onto the chain.

La catena di approvvigionamento del futuro deve avere una struttura a rete. Dalla progettazione alla produzione, dalla distribuzione ai terminali, tutto sarà digitalizzato e gradualmente condiviso e applicato in modo razionale lungo tutta la filiera industriale.

A causa del protrarsi dell'epidemia e della guerra commerciale sino-americana, la stabilità della catena di approvvigionamento dell'industria dei semiconduttori è stata gravemente compromessa. Le fabbriche originarie e persino le aziende di produzione terminali tendono ad avere capacità e piani produttivi conservativi, causando una situazione di squilibrio nella catena di approvvigionamento. L'offerta e la domanda sono sbilanciate, la produzione e le vendite sono irrazionali e carenze e aumenti di prezzo sono diventati la norma. Pertanto, per la digitalizzazione dell'industria dei semiconduttori, il primo passo consiste nel consentire l'interconnessione di tutti gli elementi e nell'utilizzare i dati per realizzare la circolazione delle informazioni; il secondo è trasformare i dati, originariamente fattore trainante, in fattore produttivo, migliorando così l'efficienza della produzione; il terzo è far sì che industria e tecnologia collaborino per costruire infrastrutture; il quarto è utilizzare nuovi prodotti digitali per ricostruire l'ecosistema industriale.

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

To manufacture chainsPCB,eda,3DStampa,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.

Vai oltre10After 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.0arrivare1, 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.

At present, a single component transaction and service can no longer meet the in-depth needs of users; from an e-commerce perspective, only using trading tools to gain users' favor and stickiness has a low moat threshold and is vulnerable to attacks by competitors. Therefore, to those who manufacture chainsPCB,eda,3DStampa,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-commercePiùSistema di adesione, in breve tempo3Within a few months, thousands of customers were eager to purchase; help realizeBOMIl software "Chip Butler", un sistema completo per l'acquisto e la gestione di acquisti, vendite e inventario, è attualmente utilizzato ampiamente da migliaia di utenti; Lichuang Live è diventato una piattaforma di promozione dell'innovazione e un biglietto da visita per l'industria dei componenti. Successivamente, il Chip Master Research Institute innoverà attraverso un sistema di abbonamento,ERPL'innovazione degli strumenti ausiliari, le trasmissioni in diretta dell'e-commerce e i servizi di big data vengono utilizzati per analizzare la nuova evoluzione dell'e-commerce dei componenti.

Informazioni sull'innovazione del sistema di riunioni

It is reported that JD.com"Piùmembro"In linea3The 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 handBOn the other hand, each platform’s division of membership levels and operating strategies are roughly similar, but forPiùThe group still lacks innovation, especially in terms of commodity and rights ecology, which is still blank and has unlimited space and possibilities for exploration.

2020Anno9Ad agosto è stato lanciato "Lichuang", il primo sistema di abbonamento nel settore dell'e-commerce di componenti.Più"Online, brokenBcoppia di piattaforme terminaliPiùThere is a gap in the industry for membership operations. LichuangPiùWith 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 ChaoPiùCommissioni pagate dai clienti.

Ma con JD.comPiùIn confronto, i due sono piuttosto diversi in termini di modelli di business, gruppi di utenti, ambito di attività, diritti di adesione e caratteristiche di consumo. Creazione futuraPiùIf you want to grow into a component e-commerce platformPiùSystem benchmarking requires upstream original manufacturers and supply chain providers to provide more support and resource tilt, and the e-commerce platform itself also needs toPiùMembers conduct detailed user portraits and data analysis, make targeted investments, and accurately match customer needs.

informazioniERPInnovation in auxiliary tools

For a long time, foreign component e-commerce giants such as Digi-Key and Mouser have long taken advantage ofERPtools to help customersBOMAllocazione degli ordini e gestione degli acquisti, delle vendite e delle scorte per migliorare l'efficienza degli ordini dei clienti e della gestione della catena di approvvigionamento. Negli ultimi anni, in Cina sono emersi alcuni componenti professionali.ERPsoftware, alcune aziende locali di e-commerce utilizzano persino il proprioITAdvantages 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.

The only difference from the Inventory Management Tool is that placing orders in Lichuangxin Manager not only supports cloud encryption, but also enjoysAISconto calcolato automaticamente per l'intero ordine e la stessa esperienza di LichuangPiùJointly launched exclusive coupons and other benefits.

Come di2020Anno11Monthly statistics show that the number of registered companies in Xin Guanjia has continued to rise to nearly5000increase, and the proportion of real and effective end enterprise users95%sopra, e mantenere un trend di crescita.

Informazioni sulla trasmissione in diretta dell'e-commerce

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.

2020Inizio dell'anno (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.

Prendendo Lichuang Live come esempio di analisi, in2020During the year, total services32suppliers covering storage,MCU, modulo, gestione dell'alimentazione,MOSCon più di dieci sottocategorie come tubi e resistenza capacitiva, il contenuto della trasmissione in diretta copre quattro categorie principali: condivisione tecnologica, promozione del marchio, lancio di nuovi prodotti e trasmissione in diretta. Allo stesso tempo, Lichuang Live utilizza il suo190With 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.166milioni), è diventata anche l'unica piattaforma di componenti in grado di fornire stabilmente ai fornitori servizi di consegna merci.

Servizi di big data

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.

L'epidemia in Cina sta sconvolgendo il mondo.

da2019Starting 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).Settore dei semiconduttori PHLX, abbreviazioneSOXAfter superposition, we can study the market trends of China and the global semiconductor market in the past year.

A causa della mancata sincronia tra la festività del Festival di Primavera e lo sviluppo di epidemie straniere, i due1-4I mesi mostrano alcune differenze e la seconda metà dell'anno mostra un'elevata coerenza di correlazione. L'intersezione si verifica a2Since mid-month, the domestic market sentiment curve has risen sharply.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, but2020Anno10L'aumento è particolarmente evidente dopo il mese, e ancor più in11Alla fine del mese, record massimo2793punto.

Descrizione dell'indice,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

2020The category with the most active market performance in the year isMCU/MPUNient'altro che. L'indice di mercato dell'e-commerce è composto da volume delle transazioni, quantità delle transazioni, volume delle ricerche e numero di clienti acquirenti.MCUIl mercato ha guidato la ripresa, con due aumenti e una performance annuale superiore alla media del mercato. Ha superato le tre categorie più popolari di condensatori, transistor e chip di potenza, creando un enorme impatto e panico sull'intera catena di approvvigionamento.

in,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,MLCCe dispositivi passivi rappresentati da resistori automobilistici in2020Anche nella seconda metà dell'anno si è registrata una significativa ripresa.

The picture above lists the past13within months,MCU/MPU,MOSI dati relativi al volume delle transazioni, al valore delle transazioni, al prezzo medio delle transazioni e alle visualizzazioni di pagina della categoria tubi possono riflettere in modo significativo l'impennata della domanda di acquisti di rappresaglia a marzo causata dall'epidemia e dalla ripresa del lavoro. Inoltre, a differenza di altri nodi dell'anno, il prezzo medio delle transazioni e le visualizzazioni di pagina delle due categorie sono entrambi entro11The month shows a steep climb.

The picture above lists the past13Within the month, the turnover, number of orders and number of customers in the medical electronics and automotive electronics categories changed. Among them, the three indicators of medical electronics are all in4It 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.

Caso tipico: e-commerce di componenti11.11

"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 passed30More than a dozen e-commerce companies participated in this type of promotion, and the duration of the event ranged from3It can vary from days to a month.

Components e-commerce combines customers and productsBend lineage and operating methodsCterminal characteristics, inB2CStimolate dal successo delle aziende di e-commerce nell'aumentare la propria influenza nella catena di fornitura, nell'espandere il proprio marchio e nell'incrementare il volume delle transazioni attraverso la "creazione di festival", negli ultimi cinque anni le aziende di e-commerce del settore hanno sperimentato nuove strategie.

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,Freccia.cnDiverse note aziende internazionali di e-commerce sono entrate nel mercato una dopo l'altra.

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, operations and warehousing logistics, etc.).

2020Anno11Luna11Solstizio13On the same day, Lichuang Mall held its first5"Innovazione"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,Piùfondi di acquisto dei membri e molti altri elementi innovativi, l'“Innovazione di quest'anno11.11"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.

Resta inteso che2020"Establishment of the Year"11.11"Il volume totale delle transazioni durante il periodo è stato5020RMB 10,000, of which corporate customers contributed67.4%, the industries with the largest number of customers are industrial control and automation, and automotive electronics. Total orders exceed2.3Dieci mila,SKUViews exceeded35010,000 volte, prelievo totale nel sistema di magazzinoSKUsorpassare17Dieci mila.

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

I marchi internazionali più popolari sonoTI(Strumenti del Texas),ST(STMicroelettronica),ON(ON Semiconductor),SAMSUNG(Samsung) emurata(Murata) et al.

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

4,mercato dei capitali

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

Come di2020Anno11Monthly, 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.

rispetto a2019Years of generosity and bustle,2020Nel 2017, il settore dell'e-commerce sembrava procedere senza intoppi. Da un lato, ciò è dovuto alla tendenza dei capitali a concentrarsi nelle aziende leader; dall'altro, a causa dell'impatto della pandemia, gli investimenti sul mercato dei capitali hanno mostrato una tendenza alla prudenza e alla stagnazione.

However, this does not prevent them from betting on new models (such as flexible collaborative smart supply chain, cloudFAEpiattaforma di trading) e continuare a contribuire alle piattaforme di e-commerce in cui hanno già investito. Allo stesso tempo, l'annuncio che Shenzhen Huaqiang prevede di scorporare Huaqiang Electronic Network e quotarla separatamente ha portato alcuni segnali positivi al mercato dei capitali.

2020Nel 2017, a causa dell'impatto dell'epidemia e dell'accelerazione dello shopping online, è stato un anno eccezionale per le aziende cinesi del settore e-commerce, con la maggior parte di esse che ha registrato nuovi massimi in termini di fatturato e profitti. Secondo statistiche incomplete, l'importo totale degli investimenti ricevuti dalle piattaforme di e-commerce locali è pari a circa5billion, and are mainly concentrated in4-5azienda.

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 to2-3Aggiungi componentiB2BUn leader nel settore, con l'obiettivo diIPOLa strada ha risuonato come un richiamo alla battaglia.

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