Is e-commerce a lifeline for abrasives?

Although China's abrasives and abrasives enterprises are not at the forefront of e-commerce development, when sales are facing unprecedented challenges, the traditional enterprises of abrasives and abrasives still smell the atmosphere of change, and enterprises are beginning to shake. Some enterprises (Huanghe Cyclone, Beijing Wald, etc.) try to enter e-commerce, as a promotion of sales channels; some enterprises use the e-commerce platform to cleverly integrate into their product design links to create a "smile curve." As the traditional manufacturing abrasives industry, it is now too frequent to "touch the net", is it too late? With the help of e-commerce, can the development of abrasives and abrasives enterprises be able to turn around?

The closer to the Internet, the lower the cost

The evolution of traditional corporate sales methods has gone through three periods, from exhibitions to magazines to website promotion. During the exhibition period, a booth costing 200,000, a card for a customer, calculated, the cost per card is about 400 to 800 yuan; in the magazine period, the input cost is only 1/5 of the exhibition, and The cost per customer is also 1/8 to 1/5. After 2004, there are more platforms such as China Superhard Materials Network and China Abrasives Network. Everyone enters the website to promote the cost of contacting a new customer. 1/10 to 1/20 of the magazine. Therefore, in recent years, manufacturing companies have entered the e-commerce business. However, it is difficult to know how easy it is to do. Many companies are faced with the problems of “cending people more than looking for customers” and “price wars lead to a decline in profit margins”.

Dilemma 1: Declining profit margin

In the interview, the reporter found that many traditional enterprises that entered the e-commerce ten years ago were shaking their heads when they mentioned the status quo. "It is very difficult to do now." "In fact, the cake is still so big, just many people go to fight." A boss who is a lighting company admits that when there were not so many people doing it before, the profit margin was large and it was very good. Later, more and more companies entered, began price wars, and profit margins. "

Ms. Chen’s company produces aluminum in the urban area. She said that the company started to sell with e-commerce platform in 2004. At that time, there were fewer people and the effect was very obvious. Now many old customers have established partnerships at that time. Although they are mostly small customers, they are easy to deal with. . "Now a lot of enterprises (including big names) will be found on the Internet, all levels of strength, quality is uneven, the transaction rate is relatively low." She believes that the e-commerce platform is now fiercely competitive, the price is not as good as before High, but still a very good way to develop customers. Although the profits are much lower than before, the competition is becoming more and more fierce, and investment and manpower investment are required. However, the company's investment in e-commerce is also growing. “It used to be tens of thousands. Now it’s hundreds of thousands of years, and the annual investment is growing at double digits.”

At this stage, China's abrasives and abrasives enterprises have rarely entered e-commerce, and most of them are also exploring or even waiting to see. Therefore, it can be judged that the opportunity and profit level of China's abrasives e-commerce platform should be far more than that. Other industries are much higher, almost a blue ocean.

Dilemma 2: Electric businessmen are hard to recruit

It is understood that the lack of talent is an important factor affecting the development of e-commerce in abrasives and abrasives enterprises, and the e-commerce merchants that enterprises need, in addition to promotion, should also be able to help enterprises to package, "especially for small and medium-sized enterprises, can help them to culture come out".

"I know that a lot of people are doing it, but there are also many people who have a lot of confusion in this regard, such as how to recruit people, how to carry out this work well." Ms. He’s company produces LED components and finished lighting products in the high-tech zone. There are sales at home and abroad, and it has been e-commerce since 2004 and 2005. Although the time to do e-commerce is early, she believes that the company "does a lot, but it is not ideal." Because the prices of various households on the e-commerce platform are very transparent, the sales price of products is relatively low, and sometimes for the sake of promotion, the loss is also sold. "A lamp sells a few dollars and is still 包邮, not to mention the cost of the product. We have to pay ten or eight pieces of freight." She admits that now her company is doing e-commerce for two people, and the results and goals are far from good. The main reason is that there are no ideal people to follow up. “You can recruit people, but they are unstable, and the talents are highly mobile. To be honest, I think it is easier to find customers than to recruit people.”

However, some entrepreneurs have frankly said that they have always felt that there have been a lot of customers at the show. This year, they suddenly fell down, so they are more eager to develop e-commerce, but I don’t know where to start. "Electronic business must do, I think this is the future trend." She said, "The people who do business here, focus on production, production, marketing, reluctant to spend money to ask high-quality talent."

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School-enterprise joint training of electric traders

"In fact, enterprises have a certain understanding of e-commerce, and they all think that they need to develop e-commerce. They are very active in developing e-commerce. But there is no concept of how to do it." Zhao Lianghui, Ph.D., e-commerce department of Wuyi University School of Economics and Management, said that some Enterprises don't know much about e-commerce. They only stay on the simple concept. Some even think that e-commerce is Taobao. They think that e-commerce is a Taobao shop, so the results are slower or even ineffective.

It is precisely because many bosses of abrasives and abrasives enterprises do not know much about e-commerce, and they urgently need high-level e-commerce managers and operational planning talents to operate and develop them. Experts believe that the government should encourage the investment of electric businessmen, and the first is to solve the problem of talents school-enterprise docking. The second is to actively promote the recruitment of corporate e-commerce talents. The problem of talents school-enterprise docking is that students are not suitable for the job requirements of the enterprise. Because e-commerce is a profession that requires less technical content and higher requirements for students, but students are mainly learning principles in school, and there is not much experience accumulated. This will create a gap between business needs and talent delivery. At present, the main overcoming idea is that schools and enterprises jointly train students, and even invite entrepreneurs as teachers to teach students. Some universities also hone their e-commerce management capabilities through e-commerce competitions. In addition, experts also believe that: on the one hand, abrasives and abrasives enterprises can actively learn talent education and training means to the e-commerce platform of related industries; on the other hand, they can also recruit senior electric merchants. With the talent advantage, we can introduce some advanced management concepts and channels.

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