Under the new crown pneumonia epidemic, with the exception of online games, e-commerce, and online education, most industries have been affected. However, the latest data from Alibaba International Station shows that in the 2B field, cross-border e-commerce exports in China's construction machinery industry have remained at triple digits since the beginning of the year, except for March and April, when the epidemic was the most severe. Year-on-year growth.
On July 27, the "Construction Machinery Cross-border E-commerce Development Report" released by Alibaba International Station showed that from January to June this year, the number of orders for construction machinery in China increased by 105%, 135%, and 75%, 99%, 135%, 173%. It is obvious from the data that after setting the lowest growth rate of 75% year-on-year in March, it began to accelerate month by month.
"On the whole, January and February are normal. The sudden decrease in March and April is due to the impact of the epidemic. It has gradually recovered from May and June. Now the entire overseas buyers' demand for Chinese machinery has gradually Return to the level before the epidemic." Dai Xianwen, director of large industrial operations at Alibaba International Station, said in an interview with a reporter from Securities Daily.
Data from the General Administration of Customs shows that in the first half of this year, my country's cross-border e-commerce exports increased by 28.7%, much higher than the overall growth rate of foreign trade. Among them, as the world's largest B2B cross-border e-commerce platform, the growth rate of Alibaba International Station is nearly three times that of the industry level. The actual transaction volume of the platform has increased by 80% year-on-year, the number of orders has increased by 98% year-on-year, and the number of payment buyers has increased year-on-year. An increase of 60%.
In short, in the context of the overall increase in cross-border e-commerce exports, Alibaba has further enjoyed the bonus of being a leader.
“What kind of structural changes will the epidemic in 2020 bring about to the industry? At present, the most obvious ones are digitalization and onlineization. In the past two years, industrial products have started to go online. You may have a look at it many times, because It did not have an immediate effect. But now it is different. Due to the epidemic, it is impossible for overseas buyers to visit factories in China or participate in exhibitions to communicate with you face-to-face, so online has become an inevitable trend." Dai Xianwen Said.
Large construction machinery
Also play "live streaming"
The suspension of all offline exhibitions around the world has greatly increased the "rigid demand" of online exhibitions. From July 27th to August 9th, Alibaba International Station held an online industrial exhibition, covering machinery, metal raw materials, hardware tools, electrical engineering, security and other fields. Through B2B live broadcast, short video and other forms, let the world buy Home can directly hit the production workshop in China.
On the afternoon of July 27th, when the reporter visited Sunward, the two anchors were introducing Sunward’s various construction machinery products in proficient English. At the invitation of the anchor, He Qinghua, the chairman of Sunward Intelligent, also "appeared" on many occasions and promoted it to global audiences.
Regarding the live delivery of construction machinery, He Qinghua told the "Securities Daily" reporter: "Online is not just a matter of orders. It will achieve a lot of substantive results in brand building, especially in interaction. The evaluation of the effect must be based on different situations and different countries. We have cooperated with Alibaba for ten years from 2009 to now. Alibaba represents a new economy, we are a traditional economy, and we graft new things. In this process, there are still new feelings. This new model, if you want to produce such a big breakthrough like FMCG, you need to continue to do it, and at the same time, there are some innovative methods."
In fact, in order to show its sincerity to the "online channel", on July 27, Sunward Intelligent also launched a small and micro excavator-17U exclusively for the Internet, with a price of only more than 100,000 yuan. "This is the first model we tested exclusively for the Internet, and we will provide more models for the Internet in the future," said Li Sha, deputy general manager of the International Marketing Department of Sunward Intelligent.
Li Sha revealed that after entering the Alibaba International Station, through background data analysis, 17U is based on the original 18UF and optimized through a series of research and development. In just 2 months, the cost of the whole machine was reduced on the premise of ensuring that the equipment operation capacity and key configuration were not reduced, and it was specially provided for Internet customers. "Alibaba International Station provides graphics, video, 3D factory viewing and other display environments. , Combined with the endorsement of Ali's own brand, we have now won customers from Germany, Sweden, North Africa and other places without leaving home."
In addition to the old customer Sunward Intelligent starting live broadcast of goods, on the same day, Zoomlion also officially opened a store on Alibaba International Station, becoming the following Xugong Machinery, Sany Heavy Industry, Shandong Lingong, Sunward Intelligent, Liugong Group, After Shantui Co., Ltd., the seventh Chinese local top 50 global construction machinery company to settle on the platform.
Small and medium-sized manufacturers overseas after-sales
Test the water "sharing platform"
The export of construction machinery is mainly divided into export of complete machine and export of spare parts. In recent years, the proportion of complete machine exports has become higher and higher, which has exceeded 60%. According to Alibaba data, as the proportion of whole machine exports becomes higher and higher, overseas buyers of whole machines are more concerned about the availability of after-sales service. For products with the label of “local after-sales service”, the inquiry conversion rate is no label. 2 times.
According to the "Construction Machinery Cross-border E-commerce Development Report", as of now, the number of construction machinery export enterprises nationwide has reached 14,300. Except for leading companies such as Sunward, Zoomlion and Sany, a large number of companies do not yet have the strength to build overseas after-sales outlets.
In order to help these small and medium-sized manufacturers, Alibaba International Station has launched the "Machine Overseas Sharing After-sales Platform". All construction machinery export companies that join the platform can get the "Local After-Sales Service" label. "What should I do if there are no employees overseas? It is too troublesome to work overseas. Don't worry, we have recruited about 10 overseas machinery after-sales service suppliers. By sharing resources, overseas buyers can enjoy faster and lower cost. When it comes to after-sales service, local service can be shortened to 48 hours.” Dai Xianwen said: “The biggest difference in the machinery industry of Alibaba International Station compared to other platforms is that after-sales service is available in the target country. The current scope of services includes engineering Five categories of machinery, mining machinery, machine tools, agricultural machinery and material handling equipment will be expanded in the future."
"From the perspective of export trends, the countries along the'Belt and Road' are the main export destinations of China's construction machinery. Southeast Asia is currently the largest export market, accounting for more than 10% of the total number of buyers inquired, and emerging markets such as Russia and Brazil are increasing. The speed is also very fast, so please pay attention to these markets. We will have new after-sales service and market ecological deployment in the markets of these key countries in the future." Dai Xianwen revealed.
