中国零部件电子商务白皮书（第一部分）

1、前言

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.

可以说，团结的中国人民奇迹般地阻止并挽救了世界经济衰退。在中国政府强有力的“双周期”政策推动下，中国制造业和出口开始强劲复苏。中国芯片加快了在中低端市场取代欧美日韩芯片的步伐，刺激了国内需求，并推动了按下暂停键的全球电子制造业继续运转，使世界互联互通的脉搏再次强劲跳动，从而促进了半导体行业的复苏和快速反弹。

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 isB2B模式The highlight moment when the industrial platform established its status in the world.

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.PCB生产，EDA设计，SMA补丁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.

2020为了进一步跟踪和深入研究中国零部件电子商务在特殊背景下的发展演变，我们将继续……2019In 2017, the Chip Master Research Institute team launched the "China Components E-commerce White Paper" (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、拥抱数字经济：供应链The 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.

利用人工智能和大数据预测未来是数字化转型的核心。在此过程中，当前的元器件供应链面临着信息孤岛的问题。从芯片销售到终端消费者的链条很长，原始设备制造商很难获取终端消费者的数据。如果能够掌握终端消费者的数据，就可以预测芯片的使用情况，使整个行业更加智能化和科学化。要实现这一目标，需要各方共同努力，构建一个平台，并将各种数据推送到供应链上。

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

To manufacture chainsPCB，EDA，3D打印，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.

经过10After 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.0到达1不断试错、不断优化、不断迭代，经历了无数波折，才取得了持续的进步。从互联网普及的初期浪潮到泡沫破裂，上千家电商企业如雨后春笋般涌现，并相继成功，之后理性回归健康发展。组件型电商最终回归初心，继续创新。

目前，单一组件的交易和服务已无法满足用户的深度需求；从电子商务角度来看，仅依靠交易工具来赢得用户好感和粘性，其护城河门槛较低，容易受到竞争对手的攻击。因此，对于那些制造链式交易的人来说，PCB，EDA，3D打印，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-commerce游Membership system, in just a short time3Within a few months, thousands of customers were eager to purchase; help realizeBOMThe "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“游会员“线上3The 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 for游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.

2020年份9In August, the first membership system “Lichuang” in the field of component e-commerce was launched.游在线，已损坏Bterminal platform pair游行业内会员运营方面存在空白。李创游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.+腰部顾客，3Within a month, we had thousands of paying members, saving customers more than one million yuan cumulatively. Yuan Chao游顾客支付的费用。

But with JD.com游相比之下，两者在商业模式、用户群体、业务范围、会员权益和消费特征方面都存在显著差异。未来创造游If you want to grow into a component e-commerce platform游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 to游Members conduct detailed user portraits and data analysis, make targeted investments, and accurately match customer needs.

关于ERP辅助工具的创新

长期以来，像Digi-Key和Mouser这样的国外电子元件电商巨头一直利用……ERPtools to help customersBOMOrder 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, some local e-commerce companies even use their ownIT优势进一步优化和加强ERPThe tools and marketing attributes can better increase the loyalty and stickiness of platform users.

Yilichuang"Core Butler" (深圳信用社新国贸网例如，Mouze 库存管理工具和 Mouze 库存管理工具就是很好的例子。这两款工具推出的功能基本相同，都提供免费的云端库存管理解决方案，方便中小企业、科研院所、创客工作室等长尾用户群体轻松管理和追踪库存，从而降低用户采购成本，保持产品价值，并提高用户粘性。

与库存管理工具的唯一区别在于，在利创信管理器中下单不仅支持云加密，而且还享有……AIAutomatically calculated discount for the entire order, and have the same experience as Lichuang游联合推出专属优惠券及其他优惠。

截至2020年份11Monthly statistics show that the number of registered companies in Xin Guanjia has continued to rise to nearly5000增加，以及真正有效的最终企业用户比例。95%以上，并保持增长趋势。

About e-commerce live broadcast

20202017年，受新冠肺炎疫情爆发的影响，从原厂到代理商再到分销商，整个零部件行业都受到了冲击。线下业务沟通无法正常进行。疫情导致的社会隔离催生了另一种社交渠道——直播。

2020Early year (2-33月份推出的组件电商直播以供应链、复工复产等用户感兴趣的话题和内容为主，取得了意想不到的成效，但缺乏商业属性；后疫情时代的组件电商直播受到……的青睐。B2CIndustry 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.

以利创现场直播为例进行分析，2020During the year, total services32suppliers covering storage,Flash, module, power management,马鞍山With more than ten subcategories such as tubes and capacitance resistance, the live broadcast content covers four major categories: technology sharing, brand promotion, new product launches, and live broadcast delivery. At the same time, Lichuang Live uses its190With 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.

大数据服务

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.

中国的疫情爆发正席卷全球。

，来自2019Starting 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).PHLX 半导体板块, 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, 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 in3一个月，但是2020年份10The increase is particularly obvious after the month, and even more so in11At the end of the month, record high2793点。

Index description,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.

IC市场全面上涨

2020The category with the most active market performance in the year is单片机/单片机除此之外，别无其他。电子商务市场指数由交易量、交易笔数、搜索量和购买客户数量组成。Flash该市场率先复苏，两次上涨，全年表现优于市场。它突破了电容器、晶体管和功率芯片这三大热门品类，对整个供应链造成了巨大冲击和恐慌。

中，单片机/单片机The 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.

此外，上半年抗疫需求引爆了传感器和运算放大器市场；加上上游保守策略导致产能不足，有限的产能又被高附加值芯片占据，造成下半年部分中低端电源和接口模拟芯片短缺；随着新能源等领域市场需求回升，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 past13几个月内，单片机/单片机，马鞍山The 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 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 in4该指标在3月份达到峰值，这显然是整个行业的热点时期。此后，其活跃度明显高于汽车电子行业。报告期内，汽车电子行业的营业额和订单数量最高值均出现在[此处应填写具体月份]。11months, 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 of2020岁月流逝30More 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.

电子商务组件将客户和产品结合起来Bend lineage and operating methodsC终端特性，在B2CStimulated 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.

芯片大师研究院观察到，电商参与双十一的显著变化体现在：一方面，国内电商企业参与态度更加积极，表现为参与企业数量增加、营销投入加大、促销方式增多；另一方面，包括电子标签在内的各种促销手段，箭牌网多家知名国际电子商务公司相继进入市场。

这表明，中国市场（此前其零部件采购的线上转化率较低）在疫情期间变得日益重要，国内用户的线上购物习惯也在加速发展。同事们也注意到，零部件电商企业通过促销活动不断完善其前后端基础设施（上游渠道、IT, operations and warehousing logistics, etc.).

2020年份11月亮11冬至13On the same day, Lichuang Mall held its first5“创新”11.11“根据前几届会议的利润分享和客户反馈，本届会议11.11It also incorporates listings to give away Teslas, live streaming of goods,游Member purchase funds and many other innovative elements, this year’s “Innovation11.11“多项交易数据和客户参与度均创历史新高，并已发展成为国内零部件行业极具影响力的采购盛会。

据了解2020"Establishment of the Year"11.11"The total transaction volume during the period was5020RMB 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 exceed2.3Ten thousand,SKUViews exceeded35010,000 times, total picking in the warehousing systemSKU超过17万。

其中，顾客购买最多的类别如下：MLCC，Flash接口芯片、功率芯片和二极管等。

The most popular international brands areTI（德州仪器），ST（意法半导体）ON（安森美半导体）三星(Samsung) and村田(Murata) et al.

The most popular Chinese brands are: Fenghua Hi-tech,安世半导体(Nexperia), Changjing Technology,GD(GigaDevice) and高密度聚乙烯(Huada Semiconductor) etc.

4、资本市场

资本市场对龙头企业的筛选和押注已接近尾声，具备产业链整合能力的平台将更受青睐。

截至2020年份11每月，整个产业链都可以找到融资渠道。283pen (number of companies128住宅），总金额约为927billion, includingICDesign ratio71.1%, the highest in the industry.

相比2019Years of generosity and bustle,2020The component e-commerce industry in 2017 seemed to be calm. On the one hand, this is because capital tends to be concentrated in leading companies; on the other hand, due to the impact of the epidemic, investment in the capital market tends to be conservative and stagnant.

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.

20202017年，受疫情影响和线上购物加速发展，中国电商企业迎来丰收年，多数企业营收和利润均创历史新高。据不完全统计，本土电商平台当年获得的投资总额约为5billion, and are mainly concentrated in4 - 5公司。

虽然本地零部件电子商务仍处于起步阶段，但可以预见的是，资本市场对领先企业的筛选和押注即将完成，具备产业链整合能力的平台将更受青睐。

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 - 3添加组件B2B模式A leader in the field, aiming toIPO道路发出了集结号令。

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