The reporting structure of Tesla’s Asia-Pacific region has been adjusted. The country manager of the Asia-Pacific market has changed from reporting to the United States to report to Zhu Xiaotong, president of Tesla Greater China. Wang Hao, general manager of Tesla China, who is in charge of sales, has been promoted to vice president of Tesla China. This is the only executive adjustment involving China.
Country markets included in Tesla Asia Pacific include Singapore, Japan, South Korea, Australia and New Zealand. Australia is the largest market in Asia Pacific in terms of volume. But these markets are still small compared to China, the US and Europe. Some of the Model Y and Model 3 sold in these markets come from the Shanghai Super Factory.
In mid-June, Tesla fired the original Singapore regional manager and opened new recruits locally, with more than 7 positions, including a marketing specialist in charge of public relations and retail activities in Singapore, a delivery business specialist, a sales assistants and a project manager responsible for corporate social responsibility. This is considered to be in preparation for this reporting relationship adjustment, and the size of the Singapore market is relatively the smallest in the Asia-Pacific region.
In this round of adjustment, Wang Hao, general manager of Tesla China, was promoted to vice president of China. After the promotion, his rank is equivalent to Tesla’s vice president of external affairs. Wang Hao is also the only Chinese executive involved in this round of changes. The position of Zhu Xiaotong, president of Greater China, has not changed.
Today, the China Passenger Car Association released June auto sales figures in China. Tesla China sold 78,906 vehicles, up 138% year-on-year. In June, Tesla’s domestic deliveries reached 77,938 vehicles, a year-on-year increase of 177%. In the first half of 2022, Tesla’s Shanghai Gigafactory will produce nearly 300,000 vehicles, and the half-year delivery volume has accounted for more than 60% of the full-year delivery volume in 2021, of which nearly 100,000 vehicles will be delivered overseas.
The General Office of the Shanghai Municipal People’s Government issued the “Shanghai Action Plan for Promoting the High-Quality Development of the Intelligent Terminal Industry (2022-2025)” (hereinafter referred to as the “Action Plan”), proposing that by 2025, the scale of Shanghai’s intelligent terminal industry will exceed 700 billion yuan, There should be no less than 2 companies with a revenue of 100 billion, not less than 5 companies with a revenue of 10 billion, and not less than 20 companies with a revenue of 1 billion. No less than 200 new smart factories will be added, and 100% of OEMs will reach the level of smart factories.
The “Action Plan” clarifies the main tasks, including intelligent networked vehicles, intelligent robots, virtual reality interactive terminals, smart home terminals, smart wearable terminals, Xinchuang terminals, and basic software and hardware support systems.
Intelligent connected car Internet of Vehicles nurturing action. Build a new industrial chain system around the core systems of intelligent driving, intelligent networking and intelligent cockpit. Promote the iterative upgrade of the intelligent driving system, cultivate full-stack solution providers, and expand the coverage of intelligent driving scenarios; strengthen the research and development of intelligent networked systems, carry out the verification of vehicle-road coordination technology, and accelerate the application of the Internet of Vehicles in mass-produced models; Cockpit integration research and development, promote the integrated development of cockpit and content providers, and create an integrated smart cockpit. Vigorously develop terminal components, focus on key components such as lidar, central domain controller and other core components for environmental perception and intelligent decision-making, and accelerate the implementation of industrial support; promote the large-scale application of in-vehicle computing platforms and artificial intelligence chips; improve drive-by-wire and braking Integration level, accelerate the formation of large-scale controller mass production capacity. Focusing on the collaborative requirements of the intelligent networked “people-vehicle-road-cloud” system, a batch of new intelligent road infrastructures with functions such as environmental status detection, traffic participant identification, and traffic flow monitoring will be deployed, and a batch of smart transportation demonstration roads will be built. ; Launch a new generation of vehicle wireless communication network application pilots, and promote enterprises to build a 5G vehicle networking communication environment.
Coordinate industrial ecological construction actions. Based on the link between vehicle integration and software platform, promote cooperation between vehicle enterprises and technology companies, social platforms, etc., promote the coordinated development of integrated circuits, software, communications and other industries, cultivate new formats such as smart travel and data services, and promote intelligent network connection. The integrated development of automobile terminals, smart tourism and smart commerce. Create a group of intelligent networked automobile industry clusters with complementary positioning and agglomeration of elements. Pudong will focus on the development of the Internet of Vehicles, vehicle operating systems and automotive chips, etc., to create a highland for the development of the core component industry; Jiading will build a comprehensive demonstration area integrating R&D, manufacturing, application, testing and certification of intelligent connected vehicles; Lingang Construction An intelligent networked vehicle manufacturing and export base with international influence. Accelerate the construction of public service platforms such as the Internet of Vehicles Information Security Laboratory, and promote third-party institutions to establish the testing and certification capabilities of intelligent and connected vehicles; build an industrial exchange, cooperation and display platform, and hold events such as terminal product release and application launch to promote talent and industry agglomeration .
smart robot Promote breakthroughs in core technologies. Focusing on the three major systems of motion, perception and control, organize key component research projects, break through hardware systems such as high-performance motors, reducers, and controllers, and tackle software technologies such as cloud brain, knowledge engine, self-learning, and human-computer interaction. Aiming at intelligent cloud systems, chips, intelligent sensors and other fields, to seize the high ground of intelligent robot industry.
virtual reality interactive terminal Improve the maturity of virtual reality hardware. Focusing on key technologies such as near-eye display, perceptual interaction, network transmission, and rendering processing, comprehensively improve indicators such as terminal power consumption, portability, and computing power, and promote breakthroughs in key links such as near-eye display screens, perceptual interaction devices, and development tools.
Xinchuang Terminal Promote the breakthrough development of Xinchuang products. Relying on the advantages of domestic central processing units (CPUs) and focusing on industrial clusters such as Songjiang Xinchuang Industrial Park, support enterprises in the fields of finance, medical care, etc., focusing on the development of server and personal computer products used in edge computing, data centers and other fields, to create market acceptance A product system with high degree, strong brand competitiveness and excellent performance indicators.
Software and hardware basic support system Improve core chip support capabilities. Accelerate technological breakthroughs in high-end chips such as mobile phone processor chips, high-performance central processing unit (CPU) chips, and automotive-grade micro-control unit (MCU) chips, and improve wafer manufacturing capabilities with advanced technology and characteristic technology.
Improve the technical capabilities of key components. Support breakthroughs in core components such as “three electrics” and “three intelligences” of intelligent networked vehicles, develop 5G communication modules, optical modules and other components, and speed up micro-organic light-emitting displays (Micro-OLED), micro-luminescent displays (Micro-LED), etc. Research and application of new display technologies, and promote the development of intelligent sensors such as biological signs, environmental perception, and image acquisition.
Accelerate the layout of industry software. Develop real-time operating systems for the automotive and industrial control fields, and achieve breakthroughs in key links such as Electronic Design Automation (EDA), Assisted Analysis (CAE), and Assisted Manufacturing (CAM). Strengthen system reliability and security, and form a new supply of industry software for scenario-based, digital, and intelligent three-tier architectures.
Speed up the layout of basic software. Promote the development of basic software such as operating systems, distributed databases and middleware. Focus on key technologies such as instruction set and kernel architecture to improve product energy level. Actively promote the research on cutting-edge technologies such as cloud native and multi-source heterogeneous data processing.
Yesterday, the Japanese MCU giant Renesas Electronics Factory was affected by a lightning strike, and the production was stopped due to an instantaneous voltage drop, which will affect the production capacity for about 2 weeks. Some analysts believe that this will affect the supply of automotive-grade MCUs.
And on Wednesday, Bloomberg reported that semiconductor lead times fell in June. According to data from Susquehanna, a U.S. financial research firm, the average global semiconductor delivery time was 27.1 weeks in May and 27 weeks in June, a drop of about one day. This is the first time that semiconductor delivery times have fallen this year. Among them, the products with the most drop in delivery time are the most popular MCU and other chip products.
Chip delivery time (Image credit: Bloomberg)
▲ Chip delivery time (Image source: Bloomberg)
MCU is a micro-control unit, also known as a single-chip microcomputer, which is a chip-level computer that appropriately reduces the frequency and specifications of the CPU (central processing unit), and integrates peripheral interfaces such as memory, USB, and drive circuits on a single chip. In recent years, driven by factors such as the Internet of Things, autonomous driving and Industry 4.0, the use of MCUs in automotive electronics, artificial intelligence, Internet of Things, consumer electronics, and communications has increased significantly, with a global market size of $15.7 billion.
On the one hand, the market has reported that the MCU has collapsed and the price of the products of the world’s five major MCU giants has been cut in half; on the other hand, Mercedes-Benz and other car manufacturers still believe that there is a shortage of automotive MCUs, and it is difficult to quickly restore the supply.
When the hottest MCU chip before is rumored to be crashing, what is the truth about the shortage? What kind of judgment and performance do the semiconductor players behind it have?
Consumer MCU demand slows, automotive MCU still in short supply Recently, news of MCU cutting orders has been reported frequently. According to the Financial Associated Press, MCUs with relatively rigid prices and short supply have experienced an avalanche of quotations. , especially the price of consumer-grade products fluctuated the most.
An executive of a major domestic MCU manufacturer was interviewed by a reporter from China Securities Journal and said that the price of some domestic MCU products with small capacity and small package fluctuated, and coupled with channel inventory processing, the MCU market has greatly eased compared with last year, but products in different application fields have greatly eased. The situation is not the same.
According to the application field of MCU, it can be divided into four categories: consumer grade, industrial grade, automotive grade and military grade. The categories most affected by this wave of slashing orders are consumer-grade MCU products. Industrial-grade and automotive-grade MCUs have relatively little impact, and there are even shortages.
On the market demand side, the demand in the consumer electronics market represented by smartphones is slowing down.
According to the latest data released by market research firm CINNO Research, in the first quarter of 2022, smartphone sales in the Chinese mainland market were about 74.39 million units, down 14.4% from the same period last year. IDC data shows that in the first quarter of 2022, global smartphone shipments were 308 million units, a year-on-year decrease of 10.85% and a month-on-month decrease of 15.01%.
Global smartphone quarterly shipments (Image source: Dongguan Securities Research Institute)
▲ Global smartphone quarterly shipments (Image source: Dongguan Securities Research Institute)
It is reported that when the global core shortage begins in 2020, MCU is one of the most tightly supplied chip products, and the price of some MCU chips on the market will increase by 5-20 times. While market demand is slowing, downstream end customers and distributors have stockpiled a lot of consumer-grade MCU chips when they are in short supply.
Some chip dealers told Xinxie that after May 1st this year, chip prices began to drop. Dealers who had stockpiled more chips before began to ship gradually, but downstream customers have a large number of stockpiles. As a result, many dealers began to cut prices to clear their inventories, resulting in a price war, resulting in a sudden drop in the price of consumer-grade MCU chips in the market.
However, it is really reflected in the market. According to industry insiders, the original quotations of MCU chips are different from those of different suppliers. Relatively speaking, the price change of the original chip factory is small, but the change of the dealer’s price is relatively high.
For automotive-grade MCUs, some product prices are still in short supply. According to the “Science and Technology Innovation Board Daily” report, the prosperity of automotive MCU products is still high, and even IDM (vertically integrated manufacturing) manufacturers have specially added automotive-grade chip manufacturing or packaging production lines for this purpose.
Domestic MCU players make efforts to 32-bit, turn to high-end industrial control and vehicle-level On the whole, the wave of consumer-grade MCU products will have a certain impact on domestic MCU manufacturers, but it also gives domestic MCU players the motivation to hit the mid-to-high-end market.
Simply put, the higher the number of MCU bits, the stronger the computing power. Currently 8-bit MCUs and 32-bit MCUs are the mainstream products on the market. Compared with international chip giants such as NXP, Renesas Electronics, and STMicroelectronics, domestic MCU chip companies are weaker in the mid-to-high end, and the main market is 8-bit MCU chips, and these 8-bit MCU chips are mostly used in consumer-grade MCU products. .
MCU applications by number of bits (Image source: Shenwan Hongyuan Research)
▲ MCU applications classified by number of digits (Image source: Shenwan Hongyuan Research)
According to the prospectus of China Micro Semiconductor (Shenzhen) Company, the main players in the MCU business of A-share listed companies are Zhaoyi Innovation, Zhongying Electronics and Chipsea Technology.
Zhaoyi Innovation was established in April 2005. Its main business is memory, microcontrollers and sensors. Its 32-bit MCU products use Arm Cortex-M3, Cortex-M4, Cortex-M23 and RISC-V cores, which are mainly used in industrial Controls, user interfaces, motor drives, power monitoring, alarm systems, consumer electronics and handheld devices, etc.
With the news of MCU product cut orders, Zhaoyi’s stock price fell by more than 7% during the session on July 4, and the closing price was 130.19 yuan per share, a decrease of 6.24%. As of the close on July 8, Zhaoyi Innovation reported 135.28 yuan per share, with a total market value of 90.295 billion yuan.
All beings behind the collapse of MCU chips: domestic players are rushing to the high end, and upstream manufacturers are still expanding production
Founded in September 2003, Chipsea Technology is a full-signal chain chip design company. Its MCU products are divided into 32-bit and 8-bit, mainly used in industrial control, automotive electronics, smart home, consumer electronics and other fields.
Its deputy general manager Wan Wei and board secretary Huang Changfu answered in the investor relations event that the revenue share of Chipsea’s 32-bit MCU products has increased rapidly, from 10% in 2020 to 40% in 2021. The first quarter of the year accounted for about 50%, and it will continue to increase thereafter.
In 2020, Chipsea’s first automotive-grade MCU has passed the AEC-Q100 certification and has entered the new product design of front-loading companies. Currently, it is increasing investment in the research and development of automotive-grade MCUs. As of the close of A shares on July 8, Chipsea Technology reported 61.5 yuan per share, an increase of 2.11%, and a total market value of 8.601 billion yuan.
All beings behind the collapse of MCU chips: domestic players are rushing to the high end, and upstream manufacturers are still expanding production
Zhongying Electronics was established in 1994, and its main products are industrial control MCU and OLED display driver chips. Its microcontroller chips are mainly used in home appliance main control, lithium battery management, motor control, and the Internet of Things. According to the first quarter financial report of Zhongying Electronics in 2022, the sales revenue of industrial control chips accounts for about 80%.
On July 4, after the news of the MCU cutting orders came out, investors were also worried about industrial control MCUs, and Zhongying Electronics’ stock price fell 5.17%. On July 6, Zhongying Electronics stated on the interactive platform that its research and development is mainly used for the body control MCU part, and it is expected that there will be product tapeouts in the middle of the year. As of the close of A shares on July 8, Zhongying Electronics reported 46.80 yuan per share, down 1.47%, with a total market value of 16.007 billion yuan.
All beings behind the collapse of MCU chips: domestic players are rushing to the high end, and upstream manufacturers are still expanding production
Zhongwei Semiconductor was established in June 2001 and is headquartered in Shenzhen. Its main business is 8-bit and 32-bit MCU chips. The main application areas of its products are home appliance control, consumer electronics, motor and battery and sensor signal processing.
On June 25, 2021, China Micro Semiconductor’s IPO was accepted by the Science and Technology Innovation Board. On June 14 this year, it was registered on the Science and Technology Innovation Board and will soon be listed on the Science and Technology Innovation Board. According to the prospectus, the MCU chip of Zhongwei Semiconductor is still dominated by 8 bits, and its revenue will account for 84.27% in 2021, which is mainly used in the field of home appliance control. Although it already has 32-bit MCU chip design capabilities, its product line still needs to be enriched, and there are certain operating risks.
At present, China Micro Semiconductor is developing automotive-grade MCU products, and plans to use the domestic 110nm and below process to realize the research and development of automotive-grade chips such as vehicle instrument display control chips and realize import substitution.
Judging from the layout of domestic MCU players such as Zhaoyi Innovation, Chipsea Technology, Zhongying Electronics, and Zhongwei Semiconductor, most of them are shifting from 8-bit MCU products to 32-bit MCU products with more difficult technical development and wider market space in the future. And gradually from home appliances, consumer electronics and other fields to the more shortage of car-grade MCU products.
Upstream foundry capacity utilization still exceeds 90%, domestic and foreign material manufacturers are expanding production How will upstream fabs and semiconductor materials perform amid easing global chip demand?
In terms of wafer fabs, market consulting agency TrendForce believes that 8-inch wafer products (0.35-0.11μm) are greatly affected by consumer electronics demand, and the capacity utilization rate of wafer fabs dominated by consumer chips may fall below 90% , the capacity utilization rate of the remaining 8-inch fabs is about 90%-95%.
In terms of 12-inch wafers, the capacity utilization rate of some mature processes also fluctuates, but due to the more diverse products of 12-inch wafers, the overall capacity utilization rate of 12-inch wafer fabs will remain at around 95%.
Foundry capacity utilization in the second half of 2022 (Image source: TrendForce)
▲ Foundry capacity utilization in the second half of 2022 (Image source: TrendForce)
On the whole, although the demand for consumer products has begun to ease, with the increase in the penetration rate of 5G smartphones and electric vehicles, the demand for semiconductors in the fields of 5G base stations, security inspection measures, cloud server requirements, and new energy vehicles will increase. Capacity utilization will remain above 90%.
At present, leading wafer manufacturing companies such as TSMC, Intel and Samsung Electronics continue to expand production.
TSMC announced last weekend that in addition to three 12-inch fabs in Arizona, Nanjing, China, and Kumamoto, Japan, it will build 11 12-inch fabs in Taiwan this year and next.
Although Intel announced that the groundbreaking ceremony of its fab in Ohio was postponed, local media reported that its fab has actually started. Samsung Electronics continues to increase investment in the semiconductor field, and plans to expand the wafer production capacity of mature processes above 16nm, the main application areas are image sensors (CIS).
All beings behind the collapse of MCU chips: domestic players are rushing to the high end, and upstream manufacturers are still expanding production
In the more upstream field of semiconductor materials, under the tide of fab expansion, price increases and expansion are the main theme of the industry.
In terms of materials, Japan’s Showa Denko, Shin-Etsu Chemical, Shenggao silicon wafer, photoresist, and chemical material leaders have all announced product price increases. The 2022-2024 production capacity of Taiwanese silicon wafer supplier Universal Wafers has been booked, and announced on June 27 that it will invest US$5 billion to build a 12-inch silicon wafer fab in Texas, USA to expand production capacity.
In addition to international semiconductor material giants, silicon wafer players in mainland China are also investing in expanding production.
Shanghai silicon industry plans to achieve 300,000 pieces/month of 12-inch silicon wafer production in 2024; Zhonghuan Co., Ltd. expects to achieve 600,000 pieces/month of 12-inch silicon wafer production capacity by the end of 2023, Leon Micro announced a new investment to produce 1.8 million 12-inch silicon wafers per year epitaxial wafer.
On the whole, for upstream wafer manufacturing companies and semiconductor material companies, the impact of the decline in demand for consumer-grade MCU products is not obvious, and it will take some time for the mitigation of downstream chip supply to pass to the upstream.
Conclusion: The demand for consumer-grade MCUs is declining, and the perception of foundry and materials is not obvious With the decline in demand in the consumer electronics market, the supply of related chip products has eased. Consumer-grade MCUs, as a chip type that was relatively short in the past, not only attracted many domestic manufacturers to join, but also downstream terminal enterprises have higher stocking. This has caused a wave of orders and price cuts for consumer-grade MCU products today.
But at the same time, the demand for industrial control and automotive-grade MCU products is still relatively strong, and domestic MCU manufacturers are also making efforts in this field. The upstream wafer manufacturing and semiconductor materials demand is still relatively strong, and the overall slowdown of chip supply remains to be seen.
South Korean President Yoon Seok-won slammed Chang Sang-wan, vice minister of education, at a cabinet meeting in recent days, after the latter pointed out that the government is increasingly demanding that local universities open more semiconductor-related majors. The call was slow to respond.
“If the Ministry of Education cannot play a leading role in cultivating the talents needed by the Korean economy, then it will be the Ministry of Education itself that needs to be reformed,” Yoon Seok-hye told the meeting, according to the Korea Economic Daily.
At Yoon’s urging, South Korea’s education ministry is looking for a solution to the shortage of high-quality semiconductor workers, which could include major changes to regulations. The move comes as the U.S., Europe, mainland China and Taiwan are ramping up spending to develop their homegrown chip industries.
The Korea Semiconductor Industry Association said the South Korean semiconductor industry is expected to face a shortage of at least 30,000 workers in the next 10 years. During this period, the chip industry will create approximately 1,500 to 1,600 new jobs each year. But South Korea has only 650 fresh graduates of semiconductor or semiconductor-related majors each year, less than half of that number.
In an interview with the Korea Economic Daily on the 9th, a person from the Ministry of Education said: “In addition to opening employment-related majors in universities, various plans to expand (semiconductor-related) enrollment are being studied.”
But it’s not as simple as it seems. The “change of thinking” will be strongly opposed by non-metropolitan MPs and politicians.
First of all, the problem of student capacity at universities in Seoul and Gyeonggi has been a major obstacle to the increase of semiconductor-related majors in local universities. South Korea introduced the quota in 1994 to reduce population density in the capital region. About half of South Korea’s 50 million people live in the capital region.
Universities could potentially bypass the law by reducing enrollment in other majors, especially non-mainstream majors, to make room for semiconductor-related majors. But this proposal was strongly opposed by professors and alumni of relevant departments.
In addition, special standards can also be formulated to give special treatment to universities or semiconductor-related departments to expand the number of students enrolled. That said, they risk being excluded from the current population concentration mitigation laws.
Prime Minister Han Ti-soo visited SK hynix’s main production base in Icheon, Gyeonggi on the 9th, and said, “The government will significantly increase the number of students enrolled in universities in the capital region and other regions.” To this end, the government is willing to provide financial assistance to academic institutions.
However, these plans must be approved by Congress, and for the next two years, liberal democrats who favor balanced regional development will continue to hold a majority.
On the other hand, Seoul National University has always disagreed with the establishment of a semiconductor major. Graduates of this major can work in sponsoring companies such as Samsung Electronics, SK Hynix, etc., and can also receive scholarships, admission fees and tuition fee waivers. Most of the university’s professors opposed the proposal, arguing that the university was not a place to train skilled workers. Buy IOS reviews.
Beyond that, how to get the support of parliamentarians in rural areas is the most thorny issue. If universities in Seoul and surrounding areas increase their capacity, enrollments in other areas will decrease further. Universities in non-Seoul areas face greater financial difficulties due to lower enrolments as birth rates fall. As a result, lawmakers elected in rural areas are fighting to block the passage of laws that would increase student numbers or open semiconductor-related majors at capital-region universities.
Similar policies by former President Moon Jae-in have also not received support from Congress. “In order to achieve this goal, universities in the Seoul region should reduce their total enrollment while securing places for semiconductor-related majors,” said the president of a private university in Seoul. “It is necessary for universities in other regions to take a step back in the national interest.”
In response to the shortage of manpower, the South Korean government has decided to relax the selection criteria for universities that meet the requirements for establishing cutting-edge disciplines, in order to reduce the number of students enrolled. This comes after Samsung Electronics and SK Hynix made large-scale investments over the next five years in order to maintain their dominance in the semiconductor market.
Hongmin International Group Co., Ltd. (hereinafter referred to as “Hongmin Group”), located in Huadu District, Guangzhou, is one of the many foreign trade shoe companies whose orders have been greatly reduced this year due to the impact of the epidemic. In April of this year, the company began to adjust its direction, hoping to recover lost orders in the domestic market. However, from building a factory to building a brand, Hongmin Group needs to face problems such as unfamiliar markets and different production rhythms.
A person who is responsible for investigating the situation of Guangzhou shoe companies and submitting reports to government departments told the reporter of Economic Observer that the survey in the early stage of the impact of the epidemic showed that 80% of the orders of more than 150 small and medium-sized shoe companies were cancelled, 20% were postponed, and some About 40% of enterprises are expected to lose 100,000-500,000 yuan this year, about 30% are expected to lose 500,000-1 million yuan, and about 10% are expected to lose more than 2 million yuan. As of September, most companies have restored 40% to 60% of their orders, and the overall pressure is still high.
On the afternoon of September 24, Hong Wenjie, the person in charge of the company’s domestic project DEAL brand, was interviewed by a reporter from Economic Observer.com and talked about some of the changes they have experienced in the past few months-
Economic Observation Network: How did you start preparing for the DEAL project, and what is the current progress?
Hong Wenjie: Our group is an OEM enterprise with more than 20 years of experience. It started with a single store, and then moved to wholesale stalls and then to factories. Now it is a mid-to-high-end brand of men’s and women’s leather shoes and casual shoes. The brand customers include ALDO, le saunda, etc. The main exports are the United States, Italy, Canada, the United Kingdom and other regions, with annual sales of nearly 10 million pairs.
In fact, the chairman wanted to open up the domestic market since last year, but he was undecided at that time, because it was relatively simple to do foreign trade, and he was used to it for so many years, so there would be a lot of hesitation about the change. At the beginning, I just wanted to try it out, and the resources given to the brand did not match. However, under the influence of the epidemic this year, the company’s orders have been greatly reduced, forcing us to officially launch our own brand DEAL from April.
The positioning of this brand is light luxury but the price is close to the people. It is about 200 yuan to 300 yuan. At present, it is mainly a series of small white shoes. It has developed more than 30 types of shoes, and it took about three or four months.
Economic Observation Network: What are the differences between switching to the domestic market and previous operating models?
Hong Wenjie: In the past, Hongmin took orders, produced them, and shipped them out. It was very simple, but to be a brand is completely different from a factory. It is a brand new approach.
In terms of building a team, China’s shoe-making industry is not yet very open. Compared with Japan, Europe and the United States, the overall style series is still relatively small, and the generation of shoe-making people is relatively old. The new one is actually very difficult. The original people in the group are not suitable for us, and it is not easy to recruit senior talents from outside. We hope to find some young people with design school backgrounds and works, but such people usually have better choices and are easy to change jobs.
So, in the end, we decided to use brand new people. Now, about 40 of the more than 50 people in the team are new recruits, and most of them have just graduated, which is more suitable for our long-term training.
In terms of production, this year is a big challenge for us. We used to be To B, and we ordered and shipped batch by batch, but now To C, if we don’t want to carry inventory, we must adjust the production turnover and sell The rhythm of replenishment after completion is different from the rhythm of shipping at a fixed time, which is more difficult.
Also, there are too many homogeneous products in the market now. To put it in a nasty way, if you sell a product well, someone will copy it in less than a week. It’s too fast. If you can’t react to it yourself, you can’t compete at all. This is a phenomenon that is currently not good in the Chinese market. But on the other hand, it takes too much energy for a shoe to go from 0 to 1. The future market requires us to be able to respond quickly, which is also a challenge.
Economic Observer: After the product is made, what is the next focus?
Hong Wenjie: The rest of the time in the second half of the year will focus on marketing, including some visual advertisements, inviting young stars to endorse us, and cooperating with Internet celebrities and live broadcasters on major social platforms to conduct marketing activities such as live broadcasts. As before, Hongmin will attend the Canton Fair, and this year we plan to go to Shanghai Fashion Week.
But I personally have reservations about live broadcasts. In the first half of the year, everyone rushed to do live broadcasts. The boss also felt that it was a vane and hesitated whether to rush to do it. We also know in our hearts that this is a cure for the symptoms but not the root cause, but there is no way to do it.
But in the long run, the traditional low-cost live streaming will do great harm to those who want to be a brand, and it will be even worse in a year or two. Our e-commerce partners also advised us not to look for anchors outside, but to develop our own team of anchors.
In the era when merchants emphasize supply chain management and restaurants mainly use heating packs for meals, as consumers, why is the KPI of offline consumption so important? It is to do data work for businesses.
The so-called commercial hegemony means that if the merchant needs to add new products, the user must authorize WeChat information. If the merchant needs to have enough activity in its own APP, then the user must download, log in, and pay with one click.
The user is a brick, and the merchant needs to force it to move. Don’t talk about service and respect, it hurts money.
I have never encountered a QR code that neither WeChat nor Alipay can scan.
Until I met the self-checkout payment code of Yonghui Supermarket.
As usual, I came to checkout at the self-checkout machine in Yonghui Supermarket. After I failed to scan the code using WeChat and Alipay, I finally noticed the prompt on my phone: “Please download the Yonghui Life APP”.
The supermarket staff said that if you want to use the self-checkout, you must download the Yonghui Life APP, otherwise you must go to the manual checkout to line up. But seeing the long queues and their full shopping carts, I chose to stand still and spent two minutes installing the Yonghui APP.
I haven’t come to Yonghui for a few months, and I can’t even link accounts. As an old customer, I deeply feel that my own traffic is constantly being tapped by Yonghui: from the earliest, you can directly scan the code to pay, then you must use your mobile phone number to log in to the applet, and now you must download the APP.
I understand the desire of retail giants for online traffic. In recent years, the retail industry has been shouting Internetization. I don’t know what Internetization is. I only know what Zhao Benshan said: “I am not a spider, I am on the web.” , and many years later I realized that merchants are spiders, and Internetization is to stick consumers to its spider webs.
For example, I went to Wumart supermarket a few days ago, which is the one owned by Duodian. The self-checkout is the same as Yonghui. It is still WeChat Alipay, or the staff reminds me that I must download more APPs. It took me another two minutes to download, log in, and jump to the Alipay applet.
Just as I was about to pay with WeChat, I found that my 36 yuan bill had strangely turned into 199 yuan. The staff came to operate for a while before I successfully checked out, and I don’t know if it was a system bug or if I ordered something wrong.
For two items, the process that could be completed in ten seconds at the manual checkout took five minutes at the self-service checkout area.
I noticed that many young people in Wumart Supermarket would rather queue up at the manual checkout than come to the deserted self-checkout area. It seems that I’m not the only one who doesn’t like self-checkout, and maybe even counting the queues, manual checkout is more efficient than self-checkout.
Decathlon has completely solved the problem of unbalanced efficiency between manual and self-service, but the way they use it is to eliminate manual checkout. This is more domineering than Yonghui and Wumart. He completely deprives consumers of choice. I often see new customers and old people in Decathlon who can’t use self-checkout, helplessly looking for staff.
Indeed, Decathlon’s self-checkout is not complicated, and it can be learned with a little familiarity. But consumers are not obliged to learn anything, they have the right to choose their more familiar consumption methods, and have the right not to provide their own data and privacy.
If I ask which self-checkout has left a good impression on me, I would say that Bianlianbee is the benchmark for self-checkout in my heart: swipe the barcode, take out the mobile payment code, go up, turn around and leave, go out Ten meters to hear the music prompt of the successful payment of the convenience bee logo. There is no need to press any buttons in the whole process, which is faster than manual checkout.
But Convenience Bee is now starting to learn badly. Late at night, when I was hungry, I went to the convenience bee to buy biscuits, and I picked one for 9.9 yuan. As usual, I clicked the barcode, flipped the mobile payment code up, and turned around.
Going out 500 meters, I found that Alipay deducted 39 yuan. I quickly went back to find the clerk, and only then did I know that if I log in to the Convenience Bee applet and pay with the applet, the biscuits will be 9.9 yuan, and if I don’t log in to the applet, it will be 39 yuan. Although it is nominally a discount, in the face of the huge price difference, normal consumers actually only have two choices: not buying or logging in to the applet. This is a beautified compulsion.
I heard that Amazon has a kind of self-checkout, you just need to go into the store and take the goods directly home, just like taking your own things. The camera will automatically detect what you bought and send you the bill.
I think this is in line with the original intention of self-checkout: to save consumers trouble.
02 Scan the QR code to order food
The most restrained service in the world is when the waiter is standing next to you, but he just said indifferently: “Please scan the code to order.”
Like the chicken pot near our company, there are a total of 5 kinds of pots and 5 SKUs, plus small pots and large pots, there are only 10 options, and the waiter also says to scan the code to place an order. Moreover, the online menu does not include bamboo shoots, bean curd skin, artemisia stalks and other side dishes added to the chicken pot. Every time a side dish is ordered and the checkout is done, the waiter still has to come over, count the plates, and calculate the total cost of the customer.
Therefore, there is a scan code ordering link, is it because the waiter does not want to write? Or practice low-carbon environmental protection and implement paperless office?
This store is pretty good. It is said to scan the code to order food, but it really only has the function of ordering food. In some shopping malls and brand stores, the first step in ordering food is to pay attention to the official account. I need to authorize my WeChat account information to the store, and then follow the store’s official account to blindly select dishes based on the name of the dishes in the online application. Just like ordering takeout, what ingredients are in the dish needs to be semantically understood and analyzed according to the dish name.
As an official account writer, I really hate that I don’t have a restaurant that can force others to follow my official account. We write manuscripts, we are chasing hot spots, and we are engaging in the community. We have to cooperate with the platform’s push requirements, customize topics, and operate various operations, but we can’t compare. The merchants who warm up the pre-made dishes and bring them are forced to pay attention.qr code generator The rise of powder is fast.
There are books that teach new retail. It is written specifically that merchants move their stores into WeChat through the public account ordering system, and customers can order food, place orders and pay online by following the restaurant’s WeChat public account. Although this is one more step than QR code ordering, the restaurant also has an additional way to retain customers. Through the WeChat public account, you can push graphic messages to customers, and you can also open WeChat takeaways, WeChat reservations, WeChat membership cards, etc. features that have a bigger marketing role.
A series of private domain traffic operation formulas, why no one asks, are consumers willing to join your membership system? Why, is the official account the key to opening the back kitchen, consumers don’t pay attention, they can’t start the back kitchen, they can’t cook, and they can’t serve food?
Of course, the main reason why I don’t want to pay attention to the public account ordering is to avoid the precipitation of user portraits caused by the onlineization of dining data. I don’t want my online data, including whether I have a loan, how many houses and cars I have, whether I have a baby, where I often do activities, and I like big waist, roast nose tendon, and spicy hot on the 15th day of the first day. There are three to five elbows.
Not only should you pay attention to the public account for meals, but also pay attention to the public account when you pay for parking. One time I made an appointment with a friend and went to a shopping mall far away from home. Before leaving, I scanned the QR code to pay in the parking lot, and even paid attention to the public account of the shopping mall first. I only visit once in a while, but also leave a trace of “visiting here”?
There are many website who provide Appstore/Google Play reviews. The problem is how to choose the best sellers,you should keep in mind these tips when buying reviews.
You can not buy any real users reviews because the sellers will lie to you. There is no provider who sell real user reviews all making reviews through devices. You can not find a way to distinguish its real or not.
You must choose 4 or 5 stars, some 1-3 stars seems more natural for your apps, but 1-3 stars reviews will hurt your app and make app rank down. Do not buy 1-3 stars reviews.Also, 80% of users would like to regard app ratings as an affecting factor when they want to install an app.
Choose the lowest price as much as you can , all sellers provde the same work and they just sell with different price, you can not get extral work with high price and which always spend much money.Of course, you should not focus on the prices only; you should also pay attention to their quality. Consider both factors entirely and make a smart decision for your app.
Reviews or ratings has the risk to be removed by Appstore and Google play, the clearify after-safe service seems important. Try to find someone who give promise with re-add plan. Before you buy reviews, it is better if the sellers can provide some free trial that is the best way to try as a start.
I strongly recommend try Appleaso.com which provide 10 ios reviews free trial. They also provide keywords installs can 100% improve the rank with keywords search.
ASO refers to application store optimization, that is, to optimize and improve various display positions of applications in various application markets, such as recommendation positions, rankings, and keyword rankings, so as to obtain more effective displays and obtain natural traffic at low cost.
SEO refers to search engine optimization. Through on-site and off-site optimization methods, the website can meet the search engine ranking requirements and improve the keyword search ranking, thereby attracting accurate traffic into the website and acquiring more users.
SEO is more inclined to optimize “search” results, while ASO not only optimizes keyword search rankings, but also includes optimization of non-search results such as rankings and Apple recommendations.
Two, the optimized content is different
ASO optimization content includes basic optimization, search optimization, list optimization, recommendation optimization, etc.; 1) Basic optimization includes application title, application description, ICON, pictures, comments, etc. to increase user conversion rate. 2) Search optimization includes keyword coverage optimization and keyword ranking optimization. 3) Ranking list optimization: rushing to the list (a large number of downloads in a short time to achieve the effect of improving the ranking of the list, thereby obtaining a better list display position), changing the list category (by changing the appropriate classification to improve the ranking of the list), Pay for a limited time to upgrade the ranking for free. 4) Recommendation optimization: Apple’s boutique recommendation is not impossible to optimize. Writing a letter of recommendation, cooperating with the functions of Apple’s new system, or cooperating with festivals are all ways to increase the chance of being recommended.
SEO optimization mainly uses keywords, website structure and content, and pays attention to the optimization of internal and external links; 1) Keyword optimization: Write original content based on search hot words, keep the site constantly updated, and post links to articles to blogs, forums, Weibo and other channels to increase external links 2) Website optimization: optimization of web pages (title, keywords, description), related links (tag tags), anchor text links, navigation links, and image links, etc. 3) External chain optimization: exchange of friend chains and other channels for outsourcing to maintain the diversity of links
Three, the data dimensions are different
ASO data dimensions: keyword coverage and ranking data, keyword search index, keyword popularity; user download data, retention and payment, used to assess ROI and follow up the ASO optimization effect. SEO data dimensions: keyword search ranking, source keywords, website PV/UV, etc.