In recent years, Xinhua Village's e-commerce has developed by leaps and bounds, from the initial three or four households to more than 130 households, among which 1 12 households are active sellers, accounting for 10% of the total number of households in the village. Products are mainly sold to Beijing, Shanghai, Guangzhou, Chengdu and other places. So let me share with you some suggestions on the development of e-commerce in Xinhua Village. Welcome to read and browse.
I. Development of e-commerce in Xinhua Village
E-commerce enterprises in Heqing County are mainly concentrated in Xinhua Village. Is there silverware craft in Xinhua Village? Have you been hammering for a thousand years? Contemporary Bai artists have constantly designed and developed their own styles and brands through vigorous innovation, forming? A family? 、? One product per household? At present, it has more than 10 ethnic styles such as Bai, Tibetan, Miao, Dai and Jingpo, and nearly 100 kinds of silver ornaments. Xinhua Village is named "Xinhua Village" by the Ministry of Culture for its unique Bai traditional culture and exquisite craftsmanship handed down from generation to generation. Hometown of Chinese folk art? And then what? China Ethnic Culture Village? Many craftsmen have won prizes? Master of folk crafts? Title, inch hair label in which was awarded by UNESCO? China folk arts and crafts master? Its masterpiece Jiulong pot has become a well-known brand in Xinhua Village. There are 987 households engaged in handicraft processing in Xinhua Village, accounting for 79% of the total households in the village, with 2,650 employees. According to incomplete statistics, the sales revenue in 2065,438+2005 was 3 billion yuan.
In recent years, Xinhua Village's e-commerce has developed by leaps and bounds, from the initial three or four households to more than 130 households, among which 1 12 households are active sellers, accounting for 10% of the total number of households in the village. Products are mainly sold to Beijing, Shanghai, Guangzhou, Chengdu and other places. There are 12 households with annual online and offline sales exceeding100000, among which 15 households with annual e-commerce income exceeding 300000. In 20 15 years, the annual sales of the whole village reached190,000 yuan, ranking among the top 780 Taobao villages in China. The development of e-commerce gave birth to emerging brands such as Li Xiaobai Studio, who insisted on making pots by hand. The gold and silver staggered pot won the national patent, and Xinhua's Millennium silverware skills were inherited and developed.
Second, Xinhua Village problems in the development of e-commerce
1. E-commerce usage rate is low. Affected by many factors, such as backward infrastructure, traffic conditions and lack of professional and technical personnel, most enterprises and cooperatives in Xinhua Village are still accustomed to the traditional sales methods, and the tourism market is still the main channel for sales. Handicrafts such as silverware sold through the internet in the whole village only account for 5% of the total sales.
2. Lack of professionals. Rural e-commerce practitioners generally lack vocational training, art design and online shop design skills, and lack a systematic understanding of online shop management, information collection and release, market analysis and feedback. There is a big gap between online store marketing level and e-commerce developed areas.
3. Serious infringement of intellectual property rights. After a new product of Xinhua Village e-commerce leading enterprises (such as Li Xiaobai Yinhu Studio) is launched (even after advertising), a large number of shops often steal drawings and design schemes, which seriously affects the innovation enthusiasm and product sales of enterprises.
4. The influence of machine production mode. The silverware production in Xinghua Village is mainly made by hand or by combination of hand and machine (at present, 60-70% of online products in Xinghua Village are made by hand, and the proportion of offline products is slightly higher), while in other areas such as Hunan, machine production is widely used and has obvious advantages in speed, cost and price. Coupled with intellectual property infringement, the living space of Xinhua Village products has been greatly compressed.
5. The product level is low. The product style and technology level are not high, and there is a lack of well-known brands. Many enterprises make a living by OEM, and the problem of low-level competition is outstanding. Although the cost of hand-made silverware is much higher, the price of ordinary products is only less than 30% more expensive than that of machine-made products.
6. SME financing difficulties. Silver and silverware have high unit value and occupy a large amount of funds in production and circulation. Although local financial institutions give some loans, the loan amount is generally not high, which is difficult to meet the needs of enterprise development.
Third, the Xinhua Village e-commerce development recommendations
For the next step, how to expand the online sales of Xinhua Village and further promote the development of the local silverware manufacturing industry, we put forward the following suggestions:
First, clarify the situation and find the right position.
Taobao Village in Shaji, Cao Xian, Shuyang and other leading areas in China basically started from scratch. Through the combination of online sales and offline production, an industry has been expanded to billions or even billions. The silverware in Xinhua Village has formed a pattern of tourism and offline channels, and e-commerce is a new channel besides traditional channels. Generally speaking, we believe that online sales through e-commerce can realize the nationwide sales of organizational resources. Xinhua Village should not be eager to imitate the future development of e-commerce, but should sort out and summarize the present situation and existing problems of the development of silverware industry and find out its own position (what are its advantages? Where is the demand? Where is the order? ) and explore a development model suitable for its own characteristics.
Second, increase government support for the development of e-commerce.
Give support to e-commerce leaders, publicize the experience of successful enterprises, let farmers see the benefits of developing e-commerce and stimulate their enthusiasm for developing e-commerce. Introduce all kinds of e-commerce service enterprises and talents, and provide business consultation, technical support and policy help for e-commerce through various ways such as government purchasing services. We will train silverware producers in silverware design and processing, encourage the growth of modern craftsmen, and train e-commerce practitioners in e-commerce knowledge and skills. Dali City and Heqing County can learn from Taobao Village by organizing relevant government departments and e-commerce enterprises to participate in Taobao Village Summit and go to Shaji, so as to raise awareness, learn experience and learn lessons.
Third, strengthen infrastructure construction.
Strengthen the construction of roads, broadband and mobile base stations, and make appropriate arrangements in advance. Reasonable planning and construction of logistics warehousing and express mail processing centers, support the extension of express delivery enterprise service outlets to rural areas, establish express delivery rural terminal service stations (points), and develop village amoy partners.
Fourth, establish an e-commerce industrial park.
Promote the agglomeration and development of silverware processing enterprises with a certain scale, attract professional service enterprises such as e-commerce operation, art design, logistics and finance to settle in, and transform the advantages of silverware manufacturing based on traditional handicrafts in Xinhua Village into the comprehensive advantages of combining traditional handicrafts, design and industrial support.
Fifth, pay attention to manual and mechanical production methods.
The traditional handicraft production and mechanical processing of silverware are either one or the other, and their positioning and market are different. Traditional handicrafts are suitable for high-end collection market, high-income people and enterprises, which is conducive to expanding the influence of silverware. The government should formulate standards and techniques, explore cultures and stories, and promote the evaluation of master silverware folk craftsmen. Machining can greatly improve labor productivity, reduce product production costs, solve the shortage of craftsmen and artists, and is suitable for consumer markets such as daily use and clothing. Local enterprises should be helped to contact relevant scientific research institutions and enterprises to promote the upgrading of silverware processing from manual and semi-manual to mechanization and automation.
Sixth, build regional and corporate brands.
The lack of brand limits the online sales of Xinhua Village silverware, and it is easy to fall into low-price competition. On the one hand, enterprises and family workshops should be organized to form associations or online business alliances, and the government should support them to establish Heqing or Xinhua Village? City of silverware? Regional brands, silverware into Heqing and Dali? Local business card? ; On the other hand, promote the transformation of family workshops into modern enterprises, cultivate a number of powerful silverware production enterprises and circulation enterprises, and actively build corporate brands.
Seventh, develop personalized customization.
Although the development level of silverware in Xinhua Village is relatively low at present, it can achieve leap-forward development in the Internet age. On the basis of automatic upgrading of production line, we can develop personalized customization, that is, user's design or personalized appeal (complete product image design, personalized language, etc.). ) can be directly reflected in the product.
Eighth, strengthen pollution control.
The chemical substances such as strong acid and alkali used in silverware processing have caused some adverse effects on the surrounding environment such as Xicaohai wetland. With the widespread access of silverware enterprises to the Internet, the scale of silverware processing in Xinhua Village may be greatly expanded, and the environmental pollution problem will be further aggravated. In order to realize the sustainable development of silverware industry, centralized wastewater collection and treatment facilities should be established.
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