The annual consumption carnival of the "Double 11" has once again shown the super magic of e-commerce: Tmall alone has a daily turnover of 35 billion yuan. On the same day, the number of Chinese netizens participating in online shopping exceeded 400 million, equivalent to the entire population of South American countries.

In this feast, "Made in Dongguan" has also been greatly released. On the transcript of "Double 11", Banna Piglet ranks 10th in Tmall children's clothing brand; The transaction volume of Yinjiani at the level of 10 million yuan is eye-catching

However, compared with the crazy platform vendors, many brands of Dongguan goods are a bit lonely, because they play more roles as agents in this crazy feast.

After the uproar, there are chicken feathers everywhere. "This year, we don't ask how much we sold, but how much we still have in stock." Guangdong Piglet Banner, a children's clothing brand Clothes & Accessories Guan Shaozhou, the general manager of e-commerce of the joint-stock company, expressed his concern more than just one word. According to industry statistics, more than 30% of the goods exchanged on Taobao platform are from Dongguan.

An atypical craze of "Double 11" is opening up the role of "Made in Dongguan" as a contract manufacturer for export and gradually entering a new era of OEM dominated by e-commerce.

　　 New role of traditional OEM enterprises

In recent years, with the continued weakness of foreign demand and the demand for a large number of OEM business driven by the explosive growth of domestic e-commerce, like many traditional OEM enterprises, Meisheng Fashion has begun to set foot in the e-commerce field. However, it is the role of the OEM - from receiving orders to receiving e-commerce orders

The cold feeling of the season is spreading, but Guan Shaozhou is still immersed in the crazy atmosphere of the "Double 11".

On the second day after the "Double 11", the tight clockwork of Piglet Banner Clothing, a children's clothing brand enterprise in Zhangyang Village Industrial Zone, Zhangmutou Town, is running at a high speed. The delivery team keeps sorting goods and waiting for delivery to the express company.

"One million in 17 minutes, five million in an hour..." This year's "Double 11" order record was inflated to the surprise of Guan Shaozhou, although he was well prepared. In the end, Banna Piglet achieved a transaction volume of nearly 13 million yuan, double the more than 6 million yuan last year.

In order to prepare for the "Double 11", Piggy Banner "warmed up" four months in advance, and started earlier than last year from planning products, upgrading hardware facilities to preparing for promotion. Under the encouragement of Tmall's strategy of striving for 30 billion yuan this year, Piglet Banna's stock size reached 300 models and more than 40 million yuan (discounted price).

Piglet Banner has basically completed the expected goal, and its suppliers are also happy because some orders are outsourced to them. For many B2C platforms such as Tmall and JD, the success of the "Double 11" shopping carnival cannot be separated from the support of many Dongguan OEM enterprises in the supply of goods.

"The orders before the" Double 11 "can be described in four words - crazy growth." Referring to the "Double 11", Wu Qing, the head of Dongguan Meisheng Fashion Co., Ltd. (hereinafter referred to as "Meisheng Fashion") repeatedly mentioned the word "crazy".

It turned out that the Taobao brand "Ebeiyi", which was fully commissioned by Meisheng Fashion House, had reached a sales volume of 5 million yuan on the day of the "Double 11", and "achieved a sales volume of half a month in a day". He sighed that the orders of the "Double 11" had grown significantly, which made his enterprise even though there were more than 300 workers, it was also very short of manpower.

Meisheng Fashion is a processing enterprise located in Dalang. Since its establishment in 2008, Meisheng has been making a living by OEM. The famous European fashion fast fashion brand C&A is its main customer.

In recent years, with the continued weakness of foreign demand and the demand for a large number of OEM business driven by the explosive growth of domestic e-commerce, like many traditional OEM enterprises, Meisheng Fashion has begun to set foot in the e-commerce field. However, they participate in the role of OEM - from receiving orders to receiving e-commerce orders.

Since 2012, Meisheng Fashion has gradually become a supplier of Taobao's goods, and its business structure has changed from all previous outsourcing orders to foreign trade outsourcing and e-commerce outsourcing.

"For our factory, the peak season for external orders is usually from June to September, and the peak season for e-commerce orders is from September to December. Now the two OEM modes are parallel, and the off-season is no longer light." Wu Qing said that e-commerce brand orders usually appear in the traditional off-season, which has a great complement to the factory's production plan.

In the e-commerce cake of Dongguan, OEM enterprises account for a large share. Like Meisheng Fashion, many enterprises have changed from foreign trade OEM to domestic sales OEM in e-commerce chain.

　 New worries of e-commerce OEM enterprises

Regardless of the blind impulse of the merchants or the rush to eat the "Double 11" cake regardless of their own strength, the final result will hurt the agents. Wu Qing and his Meisheng Fashion always have a subtle tension on the sales of e-commerce businesses, because whether the "Double 11" craziness will affect subsequent issues such as payment for goods

The "Double 11" has been sold crazily, and platform vendors have achieved their wishes. Of course, this cannot be separated from the full support of numerous merchants and suppliers.

Guan Shaozhou said that many businesses felt lost after the "Double 11", because many enterprises can have a 50% growth, but it is difficult to double. Piglet Banner also felt the pressure of growth. "Just like Tmall, there are too many merchants entering the market".

Compared with Piglet Banner, which has production workshops and a nationwide offline store network, "Aotu" is a pure e-commerce business. Liu Song, the founder, said frankly, "from business to supplier, there are many impetuous representatives".

"Aotu" sells young men's fashion and only makes two ends of the "smile curve", but does not set foot in production and manufacturing, and implements production outsourcing. Liu Song told reporters that many platforms in the "Double 11" have to be aggressive, such as Tmall, which has set high sales targets for businesses, and it is often difficult for businesses to digest them.

"Last year's" Double 11 ", many merchants were short of goods. This year, we saw that the platform merchants were determined and most of them did a good job in stocking goods." Liu Song said that most merchants stock goods at a ratio of 1-3 times, which is a normal proportion. In previous years, if the ratio did not reach this ratio, they might be out of stock.

However, there are many more merchants entering this year than in previous years. "35 billion yuan cake, there are more than 30000 stores, how much can you allocate to you?" Liu Song and Guan Shaozhou hold the same view. This kind of reflection did not generally appear before the "Double 11". Otherwise, B2C platform merchants will not generally focus on inventory issues.

After the "Double 11", inventory has become a top priority for businesses. An enterprise with a complete production, supply and marketing system, such as Piglet Banner, has two legs online and offline, and online inventory can be backed by offline sales channels. But not many people are so lucky.

"It's a headache how to deal with the goods that have been prepared several times more than the expected sales volume." Guan Shaozhou said that, after the "Double 11" this year, the merchants specializing in online channels were most concerned about de stocking, and the year was close. The downstream OEM enterprises could not discuss the payment period for goods, so the merchants were under great pressure.

"10% of the inventory of specialized e-commerce businesses is safe, and more than 15% is dangerous". Guan Shaozhou said that if it was not a best seller, it would be troublesome to digest the inventory, and he would have to go to the "Vipshop" channels to stock.

"Aotu" is also over stocked. In Liu Song's words, the sales scale of "Double 11" is several million yuan, an increase over previous years, and there is also a little inventory. However, it has made a good prediction, which has no impact on the whole, and there is no pressure on downstream settlement of payment for goods.

Liu Song's prediction is that the cake is very big and there are many people grabbing it. How much you can eat is still unknown. Therefore, in the end, "Aotu" placed a small number of orders and chose a decentralized strategy. "The order of 1 million yuan will be issued to 50 agents, each of which is only 20000 yuan on average, so the pressure of separate settlement will be very small".

The "Double 11" e-commerce impetuosity is not only that. "This year, many businesses are going for the goal of 30 billion yuan, but they have not considered their own e-commerce team, hardware foundation, promotion and other issues." In Guan Shaozhou's view, these issues are no less negative than the negative consequences of impulsively doubling the stock.

Regardless of the blind impulse of the merchants or the rush to eat the "Double 11" cake regardless of their own strength, the final result will hurt the agent industry and commerce. Wu Qing and his Meisheng Fashion have always had a subtle tension on the sales of e-commerce businesses, because whether the "Double 11" craziness will affect subsequent issues such as payment for goods.

The fate of OEM enterprises seems to be trapped in a new cycle of entanglement - being controlled by others.

　　 Tight Enchantment of E-commerce Platform

In addition to the pressure of stocking up, merchants also have to face the price increase of promotion fees from the platform. Some enterprises that have settled in the Tmall's "Double 11" conference have reported that the promotion fees have increased by nearly 50% every year. For example, 1000 presentations in previous years only cost 17-18 yuan, while this year it will cost 24-26 yuan. Under the fragmentation of traffic, this is the investment that businesses have to make

Last year, Tmall's "Double 11" shopping carnival achieved a turnover of 19.1 billion yuan, breaking the record of global online shopping festivals. This year, the scale of 35 billion yuan reached another record.

According to the analysis, the "Double 11" shopping boom shows that China's consumer demand is shifting from traditional stores to online sales. The retail format in China is "undergoing fundamental changes" - the online transaction format has been transformed from one of the supplementary channels of the retail industry to the mainstream form of stimulating China's domestic demand, which has begun to comprehensively force the upgrading of the traditional retail format.

In 2012, the traditional offline retail industry really started a subversive reform and large-scale transfer to online. According to Bloomberg data, the growth rate of online retail sales in China rose to 6.3% in 2012 from 4.3% the previous year, while the growth rate of physical stores, which ranked among the top 100 in market share, fell from 11.2% to 9%.

Tmall, Taobao, JD, these B2C platforms will not directly affect Meisheng Fashion. The waiter of the platform business will not pay attention to the production of the agent. However, the measures taken by the platform providers will still be transmitted to the OEM enterprises along with the industrial chain.

Piglet Banner and Yinjiani are e-commerce brands with integrated production, supply and marketing. Tmall, Taobao, Jingdong and other large platforms are the main battlefields of Guangdong Meilianya Clothing Co., Ltd.'s Yinjiani and other Dongguan goods manufacturers. This is true in both the "Double 11" and other seasons.

One part of the main products of Ingani are produced by Meilianya, and the other part is guaranteed by the agent. This mode has increasingly appeared in brand goods. Most outsourcing can not only concentrate time and capital on R&D, design and marketing, but also save the cost of intensive labor.

Xu Li, the retail and e-commerce director of Yinjiani, is the general director of the "Double Eleven" and "Double Twelfth" e-commerce wars, involved in marketing promotion and production stock. She said that this year's "Double 11" goal was set at 35 million yuan, and nearly 300000 pieces of goods were prepared as the basis for the sprint. As one of the women's wear brands, Alibaba will track Yinjiani's preparations before the "Double 11" every time.

The focus of Alibaba is goods. "Before the" Double 11 ", someone from Tmall came to learn about the stock, promotion and other issues, and other issues were secondary." Xu Li said that the platform needs to ensure that its marketing goals are achieved, and only when there are enough goods can it have enough guarantee strength.

"The platform provider will not force you to stock up, but no one will not cooperate with the requirements of the platform provider." Guan Shaozhou's point of view contains another meaning. No entry enterprises can predict the final sales situation, although they all judge that the overall situation will be better than in previous years.

In addition to the pressure of stocking up, merchants also have to face the price increase of promotion fees from the platform. Some enterprises that have settled in the Tmall's "Double 11" conference have reported that the promotion fees have increased by nearly 50% every year. For example, 1000 presentations in previous years only cost 17-18 yuan, while this year it will cost 24-26 yuan. Under the fragmentation of traffic, this is the investment that businesses have to make.

A brand that doesn't want to be named clothing The person in charge of e-commerce said, "Dongguan enterprises that are new to e-commerce do not necessarily choose Tmall and JD even if they have the advantage of supply". In his analysis logic, it will cost more to enter the large platform at the initial stage, which will not be good for team building, and the competition is fierce, so it is better to train soldiers on other small platforms.

According to Alibaba's statistics, more than 300 brands and 30000 stores participated in Tmall's "Double 11" shopping carnival this year. The strong rise of the platform must be relative to the weakness of the merchants, and finally the adjustment of the stock orders.

　　 Inspiration from the New OEM Era

"Manufacturing in Dongguan" has inevitably ushered in the era of e-commerce OEM. There are two aspects that can enhance the voice: first, optimize the production process, carry out lean production, and achieve rapid response; Second, contract manufacturers and processors should not take too many e-commerce orders at the same time, because the e-commerce market changes quickly, and doing orders from familiar customers will speed up the response

E-commerce OEM has changed the fate of many traditional OEM enterprises.

Xiu Xiyi, President of Dongguan E-Commerce Association, said frankly that Dongguan urgently needs e-commerce. In his opinion, "Made in Dongguan" under the influence of the economic crisis, its enterprises focusing on processing, OEM and OEM are transformed into domestic sales. E-commerce is one of the efficient ways to open up the domestic demand market, carry out brand promotion and channel construction.

However, like foreign trade OEM, e-commerce OEM is still following the OEM mode of "sample processing". Because of this, people in the industry are worried that the e-commerce OEM of Guanhuo products makes enterprises have low added value and lose their voice again.

Qi Xianwei, a well-known e-commerce expert in Guangdong Province, is a supporter of this assertion. He told reporters that Dongguan goods must give full play to their supplier advantages, use e-commerce to build their own brands, and cannot become a OEM in the B2B and B2C fields. The person in charge of relevant departments in Dongguan also said frankly that the last thing he wanted was for Dongguan to be a processing base for supplied materials in e-commerce and only "earn coolie fees".

Therefore, for contract manufacturing enterprises, receiving e-commerce orders does not require much change, but only minor changes in the supply chain or adjustment of the production line.

"All changes are just two words - faster!" Wu Qing said that e-commerce has shortened the distance between consumer demand and manufacturing. Brands are not only products but also supply chain competition.

In order to adapt to the e-commerce brand's "small batch, multi order" supply chain model, Wu Qing hopes to do everything possible to make fast-paced production become the core competitiveness of the factory. "E-Commerce is crazy, and our OEM should also make itself crazy."

From OEM to e-commerce OEM, Wu Qing doesn't seem to want to be a brand.

"OEM is not bad, not all enterprises should follow the brand line." Wu Qing sighed that enterprises that have been engaged in foreign trade processing for a long time are not familiar with the domestic market, marketing and channels are not the specialty of OEM, and the investment in self created brands is too high. With the advent of the e-commerce era, everyone is busy with "electric shock", and the OEM should also keep pace with the times. Wu Qing believes that it is also a good choice to transform e-commerce. Wu Qing is very optimistic about the future of e-commerce OEM.

Wu Qing said that he hopes to become a brand of OEM enterprises by virtue of high-quality and rapid production, rather than investing in e-commerce brands or traditional retail brands.

"Smile curve" is no longer a curve if the manufacturing link is cut apart. Guan Shaozhou said with great interest, "If someone is upstream, someone is downstream. If they are brands, who will supply?" He believed that "Made in Dongguan" has the advantage of supply, and manufacturing is the strength of Dongguan industry.

The appreciation of the manufacturing chain does not necessarily need the support of the brand in the eyes of the OEM. "Process optimization can also improve the right to speak." Guan Shaozhou said that "manufacturing in Dongguan" inevitably ushered in the era of e-commerce contract manufacturing. There are two aspects that can enhance the right to speak: first, the optimization of production processes, lean production, and rapid response; Second, contract manufacturers and processors should not take too many e-commerce orders at the same time, because the e-commerce market changes quickly, and doing orders from familiar customers will speed up the response.

"It is expected to launch O2O (online to offline) in the second half of next year to enhance the user experience". Piglet Banner plans to build its own e-commerce platform in three years, and will launch O2O after determining regions and hot brands. Guan Shaozhou said that it is the biggest puzzle for Dongguan processing enterprises to attract talents to build professional teams when they are doing e-commerce, so Piglet Banner currently pays the most attention to the construction of e-commerce talent teams.

An e-commerce veteran said that as brands such as Yinjiani, Piggy Banner, and Yichun started their own e-commerce business, they will be forced to expand their e-commerce order outsourcing due to the extension of the chain, the expansion of the scale, and the requirements of market response.

E-commerce is changing the OEM pattern. "We must do e-commerce, but we must not be impetuous." The appeal made by Piglet Banner is not just a wake-up call for e-commerce OEM enterprises.

　　 Reporter's notes: make good use of the advantages of supply

Dongguan goods have supply advantages, but don't blindly build brands and forget the advantages. This is the voice they make the most when they communicate with Dongguan goods enterprises about e-commerce OEM.

The "Double 11" miracle created by B2C platform has found new opportunities for OEM enterprises, and there is still much room for expansion of this cake. "Made in Dongguan" has found another space for OEM when external demand is low. However, OEM enterprises no longer only take orders and ignore the market. In the past, the tradition of purely focusing on receiving orders has become a thing of the past.

What OEM enterprises reveal is that they cherish the opportunities of e-commerce OEM, and they are also keen on the market. That is, how to use transformation and upgrading to improve OEM efficiency and improve enterprise profits in the fast market. They are well aware of the fact that small enterprises can do a good job in their own manufacturing articles by means of process reengineering and seize the highland of e-commerce OEM market.

Of course, becoming a brand agent is their vision of controlling the supply advantage in the future. However, how to solve the risk of payment for goods brought by e-commerce inventory is still a practical problem they have to face.