Industrial advantages: walkie - talkie town
Experience: Relying on local leading companies, villagers develop into their online distributors or develop their own brands and products. Enterprises and network operators to promote local industry development.
In Changfu Village Xia Mei Town ,Nanan City, Fujian Province, can often see such a family unit Taobao shop mode, young shop, responsible for shop operations and other work; wife statistical orders, and fill in a single express delivery; . A few mouthfuls, three generations together, too busy.
In recent years, e-commerce to Changfu village has brought great changes, but this change is subtle. With some relying on agricultural products or various kinds of native products for the sale of Taobao different sources of goods, nearly 90% of the Chang Fu Village Taobao shop sources are from the same enterprise, which is a company to produce well-known radio front Baofeng Electronics Co., Ltd. (hereinafter referred to "Bao Feng Electronics").
A business, driving one industry. Although the supply is facing homogeneous competition, but through a rational planning and leading role, Chang Fu Villagel’s Taobao businessmen achieve the differential growth, and through the local government, business associations, leading enterprises of the joint booster , To achieve the steady development of electronic commerce. Changfu village of Taobao village model although its particularity, also has its universal significance for reference.
1. Leading enterprise online search
Speaking of the village of Chang Fu, had to mention its where the town of Xia Mei Town Nanan city, as the birthplace of China's production of walkie-talkie, with "China's township walkie-talkie" in the world. According to incomplete statistics, currently in the local and national Xia Mei town people operate the walkie-talkie enterprises have more than 100. Baofeng Electronics Co., Ltd. located in Chang Fu Village is one of the leading enterprises, according to deputy general manager Wang Shaofeng introduced, 90% of the Changfu’s walkie-talkie from Baofeng Electronics.
Bao Feng Electronics was established in 2001, from the initial development of a team only walkie-talkie patches. Later through the independent production assembly, to the process of production of water, sales model from the original production for sale to the distribution model. At the same time, also led to the local walkie-talkie industry.
In the interview, Wang Shaofeng said to "Electric Business Reference" reporter, because the company earlier introduced the automated production, thus reducing labor costs, the price has certain advantages; In addition, the mechanical production can guarantee product quality, so until now Bao Feng Electronics every year in the production equipment into a larger capital.
As a manufacturer of equipment, Baofeng electronic sales group to civilian-based, its audience, including catering and entertainment, property security, urban management, engineering, taxis, logistics, amateur radio enthusiasts, rather than high technical requirements, high threshold Military groups. Based on the above strategy, the production of radio can penetrate all over the country.
In this process, but also for the local training a group of understand products, and the courage to go out of the house, the product sold out of the supply and marketing army. It is this group of people, in Jiangsu and Zhejiang, the Pearl River Delta and other regions exposed to the rise of the electricity business model, the Internet through the home sales of goods to all parts of the country, so young people are no longer so yearn for migrant workers.
On the other hand, although the village is a long village, but has a certain geographical advantage. Chang Fu Village is located in the town of Xia Mei is located in Quanzhou City, Fujian Province, southwest and Nanan junction, backed by Quanzhou mother river Jinji water, "Quan San" highway, Fuxia high-speed railway along the village side. Such a convenient transportation logistics conditions, but also for the development of electricity providers laid a certain foundation.
Thus, in 2011, the first wave of migrant workers, the electricity business model back to the home village of Chang Fu. That coincided with the electricity business dividend period. Relying on the local supply advantages, as well as product performance advantages of deep-rooted understanding, they become the leader in local electricity providers. In the operating mode, some authorized access to Bao Feng, use the online distribution model to sell products; while othersdevelop their own brand, from the local factory purchase group goods.
Undoubtedly, the development of electricity business model, but also enhance the Bao Feng Electronics and other peripheral factory products sales, which further promote the local employment and surplus labor solution. Baofeng Electronics, for example, young knowledgeable people can be responsible for mechanical operation and other technical work, the elderly in the production and packaging department employment. In the family, as described at the beginning of the article, "one online shop, the family to support." Today, Chang Fu Village is Nanan City, one of the more representative of the seven Taobao Village, and many experts and scholars in the industry through the field After the inspection also said that the village of Taobao Changfu mode with the formation of the local treasure with front electronics such enterprises, both to solve the problem of supply, but also solve the employment problem, there is a great correlation.
2. Innovative products, to achieve differentiated competition
However, every household in Changfu Village with the development of electricity providers, at the same time, also faces the increasingly fierce homogenization of the embarrassment of competition. Due to supply almost all from the same manufacturer, some vicious competition inevitably produce, on the other hand online sales also caused some of its traditional sales channels squeeze.
For such a predicament, Bao Feng Electronics from its source, and learn from the industry's peer some methods to avoid vicious competition intensified. The specific approach is to control the price order, and product segmentation of customer groups, so that the formation of differentiated sales distributors.
First of all, the brand authorized distributors to develop a certain profit margins of the minimum sales price, in order to ensure that the market price mechanism is not chaos; secondly, innovative product design and research and development to provide more goods to the dealer selection, and thus the formation of competitive differentiation . Such as the function of the product line to distinguish between the appearance design also provides more models to choose from, so that each distributor has its own main product sales.
In addition, Bao Feng electronic line of products under the line were differentiated. Wang Shaofeng introduce, the company's product categories are more than 300 kinds, the basic line can do online and offline product line does not coincide.
In order to improve the overall operating capacity, the company's distributors to take the assessment system, strict control of the overall ability of the distribution team to give consumers a better quality of user experience. Before authorized distributors, the company will understand and assess the distributors, the inspection team is professional, in order to eliminate the existence of non-professional team. On the other hand, Bao Feng electronic itself in the day cat, Jingdong and other electronic business platform to open flagship store, as a benchmark for online operations, how to guide distributors pricing, services and other strategies. And the role of several flagship store to promote the brand image rather than sales.
Of course, in addition to the electronic front-end distributors, Chang Fu Village, there are a number of own brand Taobao shop. For this part of the business, due to the lack of experience in their own brand, and the associated weak awareness, therefore the Government is also actively guide. Such as helping businesses apply for trademarks, registered brands, and carry out brand-building of the relevant training. Nanan City, vice president of e-commerce association, Huang Jinxin said, the association is actively communicate with the government for those who want to do their own brands and want to have their own intellectual property rights of trademark applications for the "green channel" and fast service.
3. Government guidance, build electronic business development platform
In this atmosphere, Chang Fu Village, the commercialization of the increasingly significant, and in order to improve the process, the Government and enterprises also work together for the villagers to provide a better environment for entrepreneurship. For example, to improve the logistics environment, to carry out business training, business support and other projects.
As a result of Chang Fu village wide, and the village road is not very smooth, so in the delivery of transport will cause certain personnel or vehicle wear and tear. In this regard, Bao feng electronic development in the village around the electric industrial park to purchase a place dedicated to the online distributor office, and set up sub-positions, to achieve rapid sales and delivery linkage.
As a leader in the village, Baofeng Electronics is also actively play their own advantages, play a "pass help" role, to encourage outstanding distributors to share experiences to the villagers. In this regard, Wang Shaofeng said: "Only everyone's ability to upgrade, Taobao village model will be getting better and better, and they can also drive the growth of sales performance."
On the other hand, the functions of government are mainly embodied in the construction of infrastructure. Not long ago, Fujian Province introduced an electric business support policies, issued to the counties and cities, in the future to the annual funding of 10 million yuan to Nanan City for the development of e-business special funds. The money is mainly used for the introduction of electricity business teachers, quality resources docking, to carry out electric training and salons. In this process, Nanan City, e-commerce association will also play a call to convene the local business needs summary and unified training to address the needs of local businesses.
The head of Nanan City e-commerce center, said this year, the city will put e-commerce as an important work, and from four ways to promote the development of electricity providers:
First, employ professional organizations, do a good job in the development of e-commerce three-year action plan.
Second, with Alibaba and other large platform to carry out online operations.
Third, do e-commerce talent training.
Fourth, to cultivate Nanan electricity industrial park, from the project to drive the park function upgrade, and then expand the size of electricity business park.
Through a period of practice and operation, he found in the current business development process, the response of the problems are: lack of training mechanisms, Teamwork sense of war is not strong, low-cost homogenization of intense competition. Therefore, the Association will plan for a number of development potential, there are integrated space Taobao village to do some integration of resources, but also need to respect the laws of the market and the wishes of the villagers.
In this year and the next period of time, with the Nan'an city government, the local electrician associations, as well as the leading enterprises tripartite cooperation, Chang Fu Village will be through professional training, resource integration, project support, to enhance the village of electricity business operation ability . In order to expect the local electric business industrial park of specialization, large-scale development, and radiation to the city to build a municipal e-commerce public service platform, the electricity business park construction into electric business talent gathering and promotion center.