Does E-Commerce Encounter "Collapse Tide"?

Recently, Shenzhen

Last year, Shenzhen explicitly listed e-commerce as one of the strategic emerging industries during the five major "12th Five-Year" periods.

Since then, a tide of "contending for eating" e-commerce cake has been launched in Shenzhen.

According to the data from the Shenzhen Municipal Administration of supervision and administration, as of the end of 2009, there were more than 3700 enterprises registered in Shenzhen.

Does the failure of mass e-commerce enterprises in Shenzhen mean that Shenzhen's e-commerce industry strategy is encountering "Waterloo"? Shenzhen's e-commerce "bubble era" has arrived. What is the development status of Shenzhen e-commerce enterprises? Reporters interviewed many people yesterday, and learned the truth behind the collapse of enterprises.

In September 2009, Shenzhen was officially approved to become the first "national e-business demonstration city".

In order to promote the development of the "national e-business demonstration city", Shenzhen announced that it would arrange for no less than 500 million yuan of annual special funds to support e-commerce.

Last year, Shenzhen's "12th Five-Year plan" identified five major revitalizing industries, such as biomedicine and e-commerce.

Since then, there has been a trend of e-commerce in Shenzhen.

According to the data of Shenzhen Municipal Administration of supervision and administration, as of the end of 2009, there were more than 3700 registered enterprises in the city (excluding online shops such as Taobao, pat, Alibaba, etc.), a large part of which was established in the past two years.

Gao Shenghan, Secretary General of Shenzhen Electronic Commerce Association, said that at least 400~500 e-commerce related businesses failed or pformed last year, so netizens posted messages online saying they were no longer optimistic about Shenzhen's e-commerce.

Will e-commerce in Shenzhen usher in the "bubble era"? What is the development status of e-commerce enterprises in Shenzhen?

Only gift companies have nearly 100 aborted enterprises.

Faced with the collapse of a large number of e-commerce enterprises, insiders believe that Shenzhen's e-commerce enterprises will soon usher in a "collapse tide".

The reporter recently interviewed Gao Shenghan, Secretary General of Shenzhen Electronic Commerce Association. He said that the association's e-commerce enterprises that had been registered in Shenzhen had 3000~5000 homes, and according to the information and feedback collected in the past year, there were at least one thousand 400~500 enterprises who failed last year or no longer set foot in the field of electronic business. If there were no 400~500,

Gao Shenghan disclosed that most of the enterprises who failed or pformed were in the B2C e-commerce business of jewelry, cosmetics, clothing, comprehensive gifts, department stores and electronic consumer goods, especially the comprehensive gift enterprises.

"There are nearly 100 enterprises in the category of integrated gifts that I have learned to fail or pform."

Gao Shenghan revealed.

An industry insider who did not want to be named revealed to reporters that last year, a company in Futian District, which devoted itself to the operation of cosmetics B2C e-commerce, once had a "limelight". After winning nearly one million yuan of investment from the government, it still collapsed due to huge losses.

"After the collapse of the business, the government is more afraid to invest in e-commerce enterprises."

In the industry, with the name of "brand gentleman", the "30 to 50" CEO Gong Wen Xiang, who has been struggling for 10 years in the Internet field, is also facing a difficult choice.

Gong Wenxiang told reporters that after the creation of "30 to 50" companies, he found that the survival environment of e-commerce is quite difficult. After maintaining a period of loss, Gong Wenxiang resolutely chose to pform.

In order to save the company, Gong Wenxiang cut 20 people in the B2C department, increased the outsourcing Department of traditional e-commerce and re employed 50 people.

Transformation of e-commerce outsourcing "30 to 50" easy to get profits.

Why did the number of such e-commerce enterprises fall down in Shenzhen last year? Reporters interviewed several CEOs of e-commerce companies. They agreed that the limited capacity of SMEs in Shenzhen to burn money is the biggest reason leading to the closure and helpless pformation of enterprises.

"Nowadays, the market environment of e-commerce is changing rapidly. With the fierce competition, the rapid change of marketing environment makes it difficult for Shenzhen enterprises to adapt to it.

Traffic and click through rates are very burning.

Xiao Feng, vice president of TCL Communications Technology Holdings Limited and general manager of electronic commerce center, told reporters.

Gong Wenxiang told reporters that two or three years ago, buying a click of about 8 cents, now has risen to two or three yuan; also two or three years ago on the "good 123" to buy a promotion of about 10 million yuan, now at least five to six million yuan.

After the failure of investment, government departments began to "shrink away" from such high-risk and low return investments.

Insiders said: "I feel that the government was very powerful a year ago, and now the movement is getting smaller and smaller."

Gong Wenxiang said he knew that none of the local VC companies in Shenzhen had invested in local e-commerce enterprises.

"Recently, thousands of e-commerce enterprises in the country have won VCs, and they start burning money like customers and wheat nets.

But Shenzhen enterprises only have two networks such as "Xiu Xiu net". Most of them can not afford to spend money. How can they compete with enterprises in Beijing and Shanghai?

Lack of professionals is also a headache for Shenzhen's e-commerce enterprises.

Xiao Feng said: "compared with Beijing and Shanghai, there is a great shortage of e-commerce professionals in Shenzhen."

Gong Wenxiang told reporters: "not only is it difficult now, but it is also hard for people to stay.

Many people with a little e-commerce experience want to job hopping.

Some newcomers have a starting salary of 8000 yuan to 10000 yuan, and can not afford it when their business is poor.

How to treat the disappearance of such a large number of e-commerce enterprises?

Gong Wenxiang thinks Shenzhen's e-commerce is showing signs of decline.

"When I was in the" 30 to 50 "e-commerce business, I really think that e-commerce is only a dead end.

He suggests that small and medium sized e-commerce enterprises can pform as soon as possible and find their right position. He also suggests that the government should pay more attention to the e-commerce platform companies such as walking show and Dangdang, and also support the pformation of traditional enterprises into e-commerce.

The demise of small and medium sized e-commerce enterprises is the result of survival of the fittest, and is a natural phenomenon.

At present, Nanshan and Futian's e-commerce industry demonstration garden is doing well.

Xiao Feng also hoped that through this newspaper appeal, according to his understanding, last year only Alibaba and Baidu and other "elephant type" companies received the favor of the Shenzhen municipal government, and more support and attention should be given to the "weak" SMEs in Shenzhen.

Xiao Feng suggested that many small and medium-sized e-commerce enterprises struggling: "we must have systematic planning, the most important thing is to find out what the enterprise is doing in e-commerce. You can do the promotion of the brand, and you can also do the whole network sale of the network. In short, we should be clear about positioning.

E-commerce is not like traditional enterprises, you can be familiar with, the sooner the better entry; another is not traditional methods, e-commerce must be in practice, accumulate rich experience, and finally do not forget the rule, survival of the fittest. "

Zan: closing down is not necessarily a bad thing.

"Many enterprises enter the field of e-commerce, the original intention is to opportunist, drilling policy loopholes."

Gao Shenghan said that many enterprises are "follow the trend" and enter the blind operation. There is no survival purpose and direction of development.

Therefore, he believes that the death of a large-scale e-business enterprise is not necessarily a bad thing. It can alarm the business, the government and the market.

For the recruitment difficulties and the loss of personnel, he revealed that the Shenzhen E-Commerce Association has been working with some universities to train professional personnel in schools to pport the Shenzhen market.

He also said that the relevant business departments in the future and the Shenzhen municipal market supervision and Administration Bureau will introduce more perfect laws to restrict this field. The development of e-commerce in Shenzhen will usher in a new tomorrow.

In fact, Shenzhen is the first national e-commerce model city, and some measures have taken the lead in the country.

In April 2010, the market supervision and Administration Bureau of Shenzhen issued the "first steps to serve the development of e-commerce market", becoming the first batch of new policies after the approval of the "demonstration city". The policy exploration involves relaxing the market access threshold of e-commerce enterprises, constructing the e-commerce integrity platform, and taking the lead of the government to standardize and standardize the related e-commerce supporting systems such as payment system, information system and logistics system.