Shoot videos, do live broadcasts, and produce new products

SMEs "cloud" on the new bureau (SMEs take the "cloud" step ①)

  According to data from the Ministry of Industry and Information Technology, in China, SMEs contribute more than 50% of tax revenue, more than 60% of GDP, more than 70% of technological innovation, and more than 80% of urban employment.

Small and medium-sized enterprises play an irreplaceable role in the national economy and social development, and they are an important manifestation of the strong resilience of China's economy.

To this end, this newspaper has launched a series of reports on "SMEs are moving towards the cloud", paying close attention to the development environment of SMEs, focusing on SMEs in clothing, food, foreign trade, cultural creativity, machinery manufacturing and other industries, showing that SMEs are active in many aspects. Embrace the Internet, carry out digital transformation, and move towards new ideas and new highlights in the process of high-quality development.

  --editor

  From January to April this year, the operating income of small and micro industrial enterprises above designated size increased by 32.3% year-on-year; in April, the electricity consumption of small and micro enterprises increased by 7.0% year-on-year... As the overall situation of China's new crown pneumonia epidemic prevention and control has improved and the central government A series of assistance measures have been implemented, and the operation of small and medium-sized enterprises has stabilized and recovered.

  From "live" at the beginning of the epidemic to "live well" today, digital transformation has become an important path for many SMEs to leapfrog the development "pain points".

From June 1 to 30, the Ministry of Industry and Information Technology launched a service month for SMEs nationwide, in which digital empowerment became one of the service measures.

Experts said that with the continuous improvement of the digital transformation service ecosystem, more and more small and medium-sized enterprises will overcome the difficulties of "cannot transfer", "dare to transfer" and "will not transfer", and realize great development while embracing the Internet.

  Have walked from behind the scenes to the front of the stage

  In June, shopping festivals created by major e-commerce companies were staged one after another.

In Zhili Town, Wuxing District, Huzhou City, Zhejiang Province, known as the "Capital of Chinese Children's Wear", Wenwen, the head of Miller Children's Wear Source Factory, said: "During the shopping festival, we must prepare enough children's clothes to give back to customers." She takes it every day. More than 50 workers, design, proofing, production, live broadcast, sales... online and offline are all tasks.

  Unlike the old generation of Zhili who mainly engaged in offline wholesale, Wenwen insisted on the simultaneous development of online and offline. In 2018, it sold goods on platforms such as Kuaishou.

Wenwen summed up his secrets of selling goods online in this way: First, do it early, and the platform provides a lot of support; second, design by yourself, the product is cost-effective; third, the short video content is good, and the attitude is sincere.

Her shop conducts 20 to 25 live delivery activities every month, each 6 to 10 hours, "As an anchor, I want to let customers understand the characteristics of each product, and not deceive customers." Wenwen's fast store is very It is quickly gaining fame, with more than 3 million fans in the shop, 70% of self-operated clothing, and a monthly turnover of more than 30 million yuan.

  Small and medium-sized enterprises can do great things and play an important and irreplaceable role in China's economic development.

According to the data from the professional version of Enterprise Check, there are 37,266,400 small and medium-sized enterprises operating/surviving in the country with a registered capital of less than 5 million yuan.

Since the outbreak of the new crown pneumonia, many small and medium-sized enterprises have systematically reshaped their business processes such as design, production, and sales based on the needs of online business such as short video and live streaming.

  The sneaker brand "Jiuli" has chosen to launch new products on trendy e-commerce platforms where young people gather, and develop new products or cross-border joint models based on trend elements that young people like. It has quickly become a hot-selling brand in the country. It has long been a popular brand for many domestic men's clothing brands. Xiahu Family, a clothing company that produces OEMs, has continued to update short videos reflecting factory production on platforms such as Douyin since May last year, and conduct e-commerce live broadcasts of products. Currently, the number of fans has exceeded 2.5 million, and several independent brands have been created. ...

  "In the past, many small and medium-sized enterprises used to be foundries without their own brands, and while their profits were diluted by the brands, the channels for establishing influence and awareness were also weak. The epidemic caused many companies to face the risk of bankruptcy. Through the development of live broadcasts, short videos, In online businesses such as e-commerce, small and medium-sized enterprises have improved the efficiency of information communication and commodity exchange, and have walked from behind the scenes to the front, and have the confidence to create their own brands." Ma Liang, a researcher at the National Development and Strategy Research Institute of Renmin University of China, told reporters .

  Digitization makes SMEs more flexible

  “My family’s cold dishes have been contracted for the whole summer.” As the temperature rises, Mr. Chen, a Shanghai citizen, recently fell in love with a cold soaking sauce of plum blossoms.

Just wash and cook the vegetables, seafood and other ingredients, and then soak them in, and a simple and delicious dish is on the table.

  The cold soak sauce is on fire. As a developer, Jiang Xianjing, the founder of Shanghai Wow Fanfan Brand Management Co., Ltd., is very excited: She has previously developed drunk crab seasoning products, but the sales are not satisfactory, but she did not expect that the sales will be large after transforming into cold soaking sauce. increase.

  Why are the product market performances so different for similar materials?

Jiang Xianjing explained that this stems from the company's R&D personnel and the new retail platform Hema working together to transform the products.

For example, adding a whole slice of fresh lemon and other fruit flavors improves the taste level and the appearance of the dishes; the cooking method is as simple as possible; the packaging is turned into a milk tea cup, which suits the preferences of young people.

  In recent years, the rapid development of China's mobile Internet has led to changes in the culture and living habits of a new generation of young people.

Actively embracing the Internet and adapting to new consumption habits have allowed small and medium-sized enterprises in the food, manufacturing and other industries to not only successfully transform their traditional product structure types, but also greatly enhance their business management concepts and independent innovation capabilities.

  A flexible production line can randomly mix the lines to produce 11 models, and the core and key intelligent equipment patents account for 52%... Guangzhou Mingluo Automobile Equipment Co., Ltd., established for more than 10 years, has achieved the transformation from a manufacturing service provider to a technical service provider. The development and application of virtual vehicle debugging technology are at the forefront.

  In the workshop of Guizhou Aerospace Science and Technology Development Co., Ltd., the entire heating process of the high-temperature combustion furnace is accurately monitored through the remote furnace temperature real-time control system. The working status of the combustion furnace and the temperature in the furnace are clearly displayed on the large screen.

The digital smart factory jointly built by the company and Guizhou Aerospace Cloud Network Technology Co., Ltd. solves the problems of insufficient control capabilities in the fields of furnace temperature uniformity, processing process parameter consistency, process recording, and traceability in the past.

  Xu Xiaolan, director of the China Industrial Internet Research Institute, said that compared with large enterprises, digitalization has given SMEs greater flexibility and also brought significant efficiency improvements.

  Help SMEs successfully transform

  "The greatest happiness of a boy who loves basketball is to receive a basketball from his girlfriend!" This is a message from user Xiao Yang after purchasing a basketball from a sports brand on the Dewu platform.

  In the traditional buying scene, the main consumer of basketball is men.

However, according to the big data analysis of consumption on the Dewu platform, there have been two new trends in young people’s basketball consumption: one is the consumption scene expanding from traditional competition and actual combat to gift-giving and trendy art consumption; the second is the rapid rise of female consumers.

As a result, the R&D staff of the sports brand Hard Rock expanded its new product line, incorporating avant-garde and bold design styles, turning basketballs into works of art that can be placed indoors, and launched gift boxes. The new products sold about 100,000 pieces in half a year.

According to Ye Luye, the person in charge of Wanshi, the “new supply” model guided by the consumption data of Dewu Platform helps companies create more diversified consumption scenarios and more flexible commodity supply chains.

  While some small and medium-sized enterprises have begun to rely on Internet platforms for their empowerment, many small and medium-sized enterprises are still confused about digital transformation.

The "Analysis Report on the Digital Transformation of Small and Medium-sized Enterprises (2020)" issued by the China Electronics Standardization Institute shows that China's small and medium-sized enterprises are still in the exploration stage of digital transformation. Enterprises are eager to improve production efficiency and product quality, but they generally face " "Can't transfer", "Don't dare to transfer", and "Will not transfer" problems.

Among them, high transformation costs, insufficient automation, and lack of information technology talents have become the main difficulties in the digital transformation of SMEs.

  In order to promote the digital transformation of small and medium-sized enterprises, a series of policies have been issued one after another.

In March last year, the Ministry of Industry and Information Technology issued the "Special Action Plan for the Digital Empowerment of Small and Medium-sized Enterprises" to help small and medium-sized enterprises to resume work and production through digital, networked and intelligent empowerment.

This year's government work report stated that the average broadband and dedicated line tariffs for small and medium-sized enterprises will be reduced by another 10%.

Recently, the Ministry of Finance and the Ministry of Industry and Information Technology jointly issued the "Notice on Supporting the High-Quality Development of "Specialized, Special-New" SMEs", and initiated the central government's support for the policy of high-quality development of "Specialized, Special-New" SMEs.

Many technology companies and Internet platforms also "run into the market", exploring the provision of universal digital transformation tools to lower the threshold for digital transformation of small and medium-sized enterprises.

  Experts suggest that SMEs should conceptually accept the changes in consumer demand in the digital economy era, make good use of digital technology tools, and create new value spaces; relevant departments should strengthen and guide market-oriented service agencies to provide precise services in accordance with local conditions and help SMEs optimize the allocation of society Resources to improve quality and efficiency.

  Peng Xunwen