中國零件電子商務白皮書（第一部分）

1、前言

20202017年，受新冠肺炎疫情和中美貿易戰的雙重衝擊，全球半導體產業經歷了起伏。年初，幾乎所有半導體分析諮詢機構都大幅下調了全年營收預期；年中，各機構才開始對下半年的發展趨勢持樂觀態度。在此期間，全球出現了元件短缺和價格上漲的局面。如此劇烈的市場波動，實在令人膽戰心驚，如履薄冰，但也令人瞠目結舌。

可以說，團結的中國人民奇蹟般地阻止並挽救了世界經濟衰退。在中國政府強而有力的「雙週期」政策推動下，中國製造業和出口開始強勁復甦。中國晶片加快了在中低端市場取代歐美日韓晶片的步伐，刺激了國內需求，並推動了按下暫停鍵的全球電子製造業繼續運轉，使世界互聯互通的脈搏再次強勁跳動，從而促進了半導體行業的複蘇和快速反彈。

2003In 2017, SARS forced many people to work from home and shop online, which quickly incubated and gave birth to theB2C兩大電商巨頭－淘寶和京東。20202017年，中國零件電商企業也及時抓住了歷史機遇，成功接過了接力棒。透過線上採購零件，生產研發並未停滯不前，這不僅滿足了特殊時期的迫切需求，也透過提升產業效率獲得了更大的發展空間。B2BThe 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生產，EDA設計，形狀記憶合金補丁，3D以及面板印刷等產業鏈、投資資金與資源、競爭力、一站式生態服務能力。可以肯定的是，工業互聯網的發展方向是協同、群聚和數位化，其發展邏輯是優化效率，使各方受益。

2020為了進一步追蹤和深入研究中國零件電子商務在特殊背景下的發展演變，我們將繼續…20192017年，晶片大師研究院團隊發布了《中國元元件電子商務白皮書》（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、擁抱數位經濟：供應鏈「核心」的起點

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.

利用人工智慧和大數據預測未來是數位轉型的核心。在此過程中，目前的元件供應鏈面臨資訊孤島的問題。從晶片銷售到終端消費者的鏈條很長，原始設備製造商很難取得終端消費者的資料。如果能夠掌握終端消費者的數據，就可以預測晶片的使用情況，使整個產業更加智慧化和科學化。要實現這一目標，需要各方共同努力，建立一個平台，並將各種數據推送到供應鏈上。

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.

由於疫情持續蔓延和中美貿易戰的影響，晶片產業鏈的穩定性受到嚴重破壞。原廠甚至終端製造商的生產能力和計畫都趨於保守，導致供應鏈失衡，供需失衡，產銷不合理，缺貨和漲價成為常態。因此，晶片產業數位轉型面臨四大挑戰：首先，要實現萬物互聯，利用數據實現數據循環；其次，要將數據從原有的驅動因素轉化為生產因素，從而提高生產效率；第三，要讓產業和技術協同構建基礎設施；第四，要利用新型數位產品重建產業生態系統。

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、中國零件電子商務的新演變

製造鏈條PCB，EDA，3D打印，SMT其他產業擴展的數位化進程有助於拓寬和深化企業服務和競爭力，並已成為許多零件電子商務公司的新策略選擇。

經過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到達1不斷試誤、不斷優化、不斷迭代，經歷了無數波折，才有了持續的進步。從網路普及的初期浪潮到泡沫破裂，上千家電商企業如雨後春筍般湧現，並相繼成功，之後理性回歸健康發展。組件型電商最終回歸初心，繼續創新。

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，3D打印，SMT其他行業擴展的數位化進程將有助於拓寬和深化企業服務和競爭力，並已成為許多零件電子商務公司的新策略選擇。

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 LichuangEDA已收到超過160受到全球工程師的高度認可和廣泛使用；作為組件電子商務領域的先驅PLUS會員系統，只需很短時間即可建立3Within a few months, thousands of customers were eager to purchase; help realizeGOODThe "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

據報道，京東“不"PLUS會員“線上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 handB另一方面，各平台的會員等級劃分和營運策略大致相似，但對於PLUSThe 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每年98 月，組件電子商務領域首個會員系統「利創」上線。PLUS在線，已損壞B對終端平台PLUS業內會員營運方面有空白。李創PLUS憑藉商品券和運費券的權益，高度滿足了終端研發製造企業的需求，精準觸達高頻商城。+腰部顧客，3Within a month, we had thousands of paying members, saving customers more than one million yuan cumulatively. Yuan ChaoPLUS費用由客戶支付。

But with JD.comPLUS相較之下，兩者在商業模式、使用者群體、業務範圍、會員權益和消費特徵方面都存在顯著差異。未來創造PLUSIf 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 toPLUS成員們進行詳細的使用者畫像和數據分析，進行有針對性的投資，並準確地匹配客戶需求。

關於ERPInnovation 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 customersGOOD訂單分配、採購、銷售和庫存管理，旨在提高客戶訂購和供應鏈管理的效率。近年來，中國湧現出一些專業組件。ERP軟體方面，有些本地電商公司甚至使用自己的軟體。IT優勢進一步優化和加強ERP這些工具和行銷手段可以更好地提高平台用戶的忠誠度和黏性。

益力創「核心管家」（深圳市新國貿有限公司) 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.

與庫存管理工具的唯一區別在於，在利創信管理器中下訂單不僅支援雲端加密，而且還享有…AIAutomatically calculated discount for the entire order, and have the same experience as LichuangPLUSJointly launched exclusive coupons and other benefits.

截至2020每年11月統計顯示，新冠家註冊公司數量持續成長，已接近5000increase, and the proportion of real and effective end enterprise users above, and maintain a growing trend.

關於電商直播

20202017年，受新冠肺炎疫情爆發的影響，從原廠到代理商再到分銷商，整個零件行業都受到了衝擊。線下業務溝通無法正常進行。疫情導致的社會隔離催生了另一個社群管道—直播。

2020Early year (2-33月推出的組件電商直播以供應鏈、復工復產等用戶感興趣的話題和內容為主，取得了意想不到的成效，但缺乏商業屬性；後疫情時代的組件電商直播受到…的青睞。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.

Taking Lichuang Live as a sample analysis, in2020During the year, total services32suppliers covering storage,MCU模組，電源管理，馬鞍山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 its190該平台擁有10,000萬用戶，充分考慮了直播產品的特性。根據統計，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.

大數據服務

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.

中國的疫情爆發正席捲全球。

2019從今年第二季開始，晶片大師研究院每季發布一份電子商務市場報告，引入搜尋、交易和訂單等指標，可以部分反映中國元件分銷市場的繁榮程度，並參考費城半導體指數（代表國際半導體產業的主要繁榮指標）。PHLX 半導體部門， 縮寫NUMBER X透過疊加，我們可以研究過去一年中國和全球半導體市場的市場趨勢。

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 at2自月中以來，國內市場情緒曲線大幅上升。4 10本月已進入一段動盪與上升期，進入10Both 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, but2020每年10The increase is particularly obvious after the month, and even more so in11At the end of the month, record high2793點。

索引描述，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市場全面上漲

2020The category with the most active market performance in the year is單晶片/微處理器None other than. The e-commerce market index consists of transaction volume, transaction quantity, search volume and number of purchasing customers.MCU該市場率先復甦，兩度上漲，全年表現優於市場。它突破了電容器、電晶體和功率晶片這三大熱門品類，對整個供應鏈造成了巨大衝擊和恐慌。

在，單晶片/微處理器該類別的營業額、交易量和頁面瀏覽量均在…3reached 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,MLCC以及以汽車電阻器為代表的被動元件2020下半年也出現明顯復甦。

上圖列出了過去13幾個月內，單晶片/微處理器，馬鞍山管材類商品的交易量、交易金額、平均交易價格和頁面瀏覽量數據能夠顯著反映出3月疫情及復工復產引發的報復性搶購需求激增。此外，與年內其他節點不同，這兩個類別的平均交易價格和頁面瀏覽量均在正常範圍內。11本月呈現陡峭上升趨勢。

上圖列出了過去13本月，醫療電子和汽車電子品類的營業額、訂單量和客戶數量均發生了變化。其中，醫療電子品類的這三項指標均在…4該指標在3月份達到峰值，這顯然是整個行業的熱點。此後，其活躍度明顯高於汽車電子產業。報告期間內，汽車電子產業的營業額和訂單數量最高值均出現在[此處應填寫具體月份]。11雖然過了幾個月，但客戶數量並未超過4In March, there was an obvious shortage of automotive components.

典型案例：零件電子商務11.11

零件電子商務11.11這個概念由利創購物中心提出。2016It was first launched in the industry in 2016. According to incomplete statistics, by the end of2020Years have passed30十幾家電子商務公司參與了此類促銷活動，活動持續時間從3時間長短不一，從幾天到一個月不等。

電子商務組件將客戶和產品結合起來B最終血統和操作方法Cterminal 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,箭網多家知名國際電子商務公司相繼進入市場。

這表明，中國市場（先前其零件採購的線上轉換率較低）在疫情期間變得日益重要，國內用戶的線上購物習慣也在加速發展。同事也注意到，零件電商企業透過促銷活動不斷完善其前後端基礎設施（上游通路、IT營運和倉儲物流等）。

2020每年11月亮11冬至13同一天，利創商城舉辦了第一屆活動。5“創新”11.11”. On the basis of profit sharing and customer feedback in previous sessions, this session11.11它還包括贈送特斯拉汽車的清單、商品直播等功能。PLUS會員購買資金和許多其他創新元素，今年的“創新”11.11"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.

據了解2020"Establishment of the Year"11.11"The total transaction volume during the period was5020總計人民幣1萬元，其中企業客戶貢獻了1萬元。 客戶數量最多的行業是工業控制與自動化以及汽車電子。訂單總數超過2.3萬，商品編號Views exceeded35010,000 times, total picking in the warehousing system商品編號超過17萬。

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

最受歡迎的國際品牌是TI（德州儀器），ST（意法半導體）ON（安森美半導體）三星（三星）和村田（村田）等人

The most popular Chinese brands are: Fenghua Hi-tech,安世半導體(Nexperia), Changjing Technology,GD(GigaDevice) andHDSC（華大半導體）等。

4、資本市場

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

截至2020每年11Monthly, the entire industry chain can be found for financing283pen (number of companies128住宅），總金額約為927數十億，包括IC設計比率 , 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, cloud聯邦航空工程師交易平台），並持續為已投資的電商平台做出貢獻。同時，深圳華強計劃分拆華強電子網路並單獨上市的消息，也為資本市場帶來了一定的正面訊號。

20202017年，受疫情影響及線上購物加速發展，中國電商企業迎來豐收年，多數企業營收及利潤均創歷史新高。根據不完全統計，本土電商平台當年獲得的投資總額約為5數十億，主要集中在4 5公司。

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 3新增組件B2B產業領導者，目標是IPO道路發出了集結號令。

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