Recently, after the most stringent regulatory year in the history of 2018, the timber industry has ushered in another year of environmental protection policy increase in 2019. The C-end dividend gradually disappeared, many enterprises feel pressure. Foreign restrictions on export, domestic environmental policies and supply gap have forced traditional enterprises to upgrade.
Wood industry is an important basic industry in China. With the continuous improvement of people's living standards, many people's requirements for the quality of life are higher and higher, and the awareness of health and environmental protection is constantly enhanced, so the demand for wood is rising rapidly. According to statistics, the output value of the wood industry in 2017 reached 2.11 trillion yuan, a year-on-year increase of 5.64%.
As the most important wood processing, production and export country in the world, China is also one of the largest wood importers. In 2003, China's timber export value began to exceed the timber import amount. In the past 10 years, China's exports of wood products have increased by 3.5 times. At present, China's annual timber consumption exceeds 600 million cubic meters, but the per capita annual consumption is less than 0.4 cubic meters, only reaching 60% of the world's per capita level.
However, China's timber supply is far from meeting the domestic demand. It is estimated that by 2020, China's timber demand will reach 800 million cubic meters, and the contradiction between supply and demand of resources is sharp. In the era of big data, the new high pressure forces the traditional timber industry to embark on a new transformation road.
Current situation of wood industry
1. Great increase in demand
Data show that China's total timber consumption increased from 380 million cubic meters in 2007 to 600 million cubic meters in 2017, with an average annual growth of 5.79%. In the figure, China's timber output increased from 66.118 million cubic meters in 2006 to 83.98 million cubic meters in 2017, with an average annual growth of 2.46%, far less than the growth rate of China's total timber consumption. With the rapid development of various industries, the demand of timber market has increased greatly, and most timber suppliers have been extremely out of stock. China's wood products are of high quality and low price, which are welcomed by the international market, and the export volume is in the forefront of the world. The huge demand is the main reason for the shortage of timber market.
Wood based panels, paper-making, furniture and other products are made of wood. In contemporary society, people pay more attention to the functionality, space utilization and personalization of furniture products, and more and more pursue the whole wood customization, which makes the wood consumption larger. According to the data, in 2017, China's furniture industry accumulated exports of 51.424 billion yuan, a year-on-year increase of 4.24%, accounting for 35.2% of global furniture exports. Due to the ban on logging, the prices of raw materials have risen, many enterprises began to deliberately hoard goods. Some enterprises said that the value of timber originally hoarded was 200 million, but now it has risen to 300 million, and there will be more room for the appreciation of timber in the future.
2. The import volume increased
In order to meet the market demand, China relies heavily on imported timber, with the external dependence of more than 55%. Russia, New Zealand, Canada, the United States and Thailand account for more than 70% of China's total timber imports. Russian wood accounts for 31%. In order to protect the forestry resources of their own countries, many timber exporting countries, such as Russia, issued the order of banning export in succession last year, which made China's timber resources in short supply, which led to a large-scale rise in the price of raw materials.
In recent years, due to the huge domestic demand, the growth rate of China's timber import volume continues to increase. The continuous growth of the industry has led to a huge demand for raw materials. However, China's timber resources are quite short, coupled with the implementation of environmental protection policies and the policy influence of timber exporting countries, China's timber import is increasingly constrained, and the import volume is expected to decline in 2019.
3. The gap increases
In recent years, the rising cost of raw materials, coupled with the strict inspection of environmental protection policies, make the life of most timber enterprises more and more difficult. The heavy burden of cost has already forced enterprises in the Yangtze River Delta and the Pearl River Delta to close their stores or change their business. Coupled with the impact of real estate and other industries, it is expected that the output of China's timber industry will continue to decline in the future.
In the past 10 years, China's total timber consumption has increased by 173%. At present, the annual timber consumption will exceed 600 million cubic meters. It is estimated that the wood resource gap in China will reach 200 million in 2020. The industry has called for increasing the recycling of resources and looking for fast-growing alternative forest, so as to improve the domestic wood production and supply capacity.
In the situation of less resources and large demand, how can we effectively solve the huge contradiction between supply and demand? How can industries and enterprises adhere to sustainable development?
Main problems in timber enterprises
Since 2006, a large number of timber enterprises have been established, and the timber output has increased rapidly. The wood industry, especially the wood processing industry, has developed rapidly, which has played a positive role in the national economic development and alleviating the social employment pressure. However, there are still many problems to be solved in the development of wood industry.
1. The structural shortage of timber resources is increasing
At present, China's forest coverage rate is only 21.63%, wood resources are seriously insufficient, and it is difficult to self-sufficiency. The deforestation in the 1960s made China's forest area sharply reduced. Until the 1990s, the state began to introduce the relevant policies of forest cutting prohibition, but the tree growth cycle is long, the survival rate is low, and it is difficult to realize the resource balance in the short term. Timber enterprises have limited forest resources. Generally speaking, the contradiction between supply and demand of timber resources is sharp.
2. The operating efficiency of timber enterprises is not high
There are about 50000 timber enterprises in China, which are mainly distributed in Pearl River Delta, Yangtze River Delta, three eastern provinces, Bohai rim and southwest China. Problems such as low overall quality of the industry, asymmetric information, small scale of enterprises and financing difficulties are prominent. In particular, some family workshop type timber enterprises developed blindly and disorderly, excessive logging, low utilization rate of raw materials, resulting in poor quality and benefit. The timber industry has a long accounting period, with an average accounting period of 9 months. The demand for financing is strong, but the difficulty of financing still plagues every timber enterprise. It is difficult for enterprises to develop new customers and obtain new traffic by relying on the thinking of less profit and less loss.
3. The product structure of most timber enterprises is single
Wood based panels account for less than 40% of the consumption structure of wood raw materials, more than 60% of wood processing products of logs, and more than 90% of the output value of wood-based panels. Most enterprises have single products and low deep processing rate. Most enterprises do not have professional invoice issuing process, and there is no product quality inspection certificate guarantee. 60% of timber business owners make one or two kinds of local timber, which leads to overcapacity, and fails to find a good sales channel, resulting in product backlog. The average storage cost of timber industry is 25 yuan / month per cubic meter, which increases greatly.
4. Wood enterprises are backward in technology and lack of innovation
The technology and equipment of most timber enterprises in China are behind the world average level. Due to the low level of technology and equipment and low innovation ability, the raw materials and energy consumption of enterprises are large, and the quality of products is poor. In addition, fake and inferior wood products seriously disturbed the orderly development of the timber market. At present, the order of market management and supervision needs to be improved.
In the era of big data, the degree of economic marketization is getting higher and higher. In order to achieve long-term development, it is urgent to establish and improve a good social credit data system.
Transform transaction service and reshape service value
At present, to-C enterprises are developing rapidly, but the C-end Internet dividend is disappearing, and the C-end user traffic is basically divided up by bat. We should know that in 2017, the top ten mobile app users were monopolized by bat, and the development of Internet start-ups was difficult.
Under the dual influence of economic downturn and demographic dividend, more and more enterprises choose B2B. Whether it is the market environment or the ecological environment, b-end Internet outlets have entered the era of upgrading. B2B from information sharing to matchmaking, and then to the continuous integration of logistics, finance and other fields. The new round of B2B upgrade has three features:
One is one-stop optimization of supply chain;
Second, the purchase and sale of e-commerce;
Third, B2B big data.
What B2C and o2o have in common is that they can provide consumers with core benefits of how fast, how well and how economically they can be provided, but the C-end thinking can not be copied to B2B. If you want to buy steel customers will not care about the type of your platform, nor will they completely believe in the price and quality of your products. Once they leave the platform to trade privately, your platform has no value.
This is the difficulty of to B. If there is no other value-added services, only relying on the online trading services of the platform, it is difficult to retain enterprise customers for a long time. Because it can be done in private. Therefore, data should become the focus of platform development, mining more valuable enterprise demand gap data.
In short, B2B enterprises do not have to fight the C-end traffic war at all, because the platform has a long growth cycle and small market coverage, so it is difficult to have explosive growth. If we want to be bigger, we must deeply explore more valuable service areas. So in the face of the urgent needs of enterprise transformation, what kind of service should B2B provide?
China's economy has entered the "second half". In the past, the extensive enterprises that enjoyed the demographic dividend in the past are now starting to engage in e-commerce, thinking that this will achieve big data, and as a result, they have paid high costs for it. Therefore, the next outlet of B2B industry mainly focuses on big data support and supply chain services, rather than only on transactions.
Only by specialized services based on industry characteristics can a sustainable to-b ecological trading chain be established. At present, most e-commerce platforms are difficult to achieve this, and are easy to be eliminated by the industry. To B market is still a huge depression of commercial value. The deeper we plough, the more opportunities we can seize.
Big data driven, transformation has achieved initial results
The wood industry is a typical non-standard industry, and this blue ocean with an output value of trillions has not been occupied. As a traditional industry, timber industry has the characteristics of opaque price, single channel, difficult financing and backward technology. It is difficult for ordinary enterprises to expand their scale.
Wood e-commerce can solve the industry information asymmetry, realize channel diversification, reduce sales costs, and provide supply chain services according to transaction data, including the integration of logistics and processing and other whole industry chain services, so as to reduce costs and increase efficiency. Through the optimization of online trading scenarios, it can solve the financing difficulties of enterprises and help enterprises expand their scale.
B-end Internet reshapes the competitiveness of timber enterprises. Assuming that there will be 10000 core enterprises in the future, with an average quota of 10 million per company, corresponding to 100 billion supply chain services, the gross profit can be about 3 billion. At the same time, 10000 enterprises, corresponding to 20000 service fees per year, can achieve a gross profit of 200 million.
In addition, the incremental space brought by the integration of logistics, payment and big data can exceed 1000 trillion. It is expected that the annual trading volume will reach 1 billion yuan in the future. B-end Internet space is huge, relying on the growing traffic, the potential of the platform and the development of enterprises can be improved by leaps and bounds, so as to realize the win-win situation of the platform, enterprises and users.
B-end Internet has a long history and high barriers
B-side services are more complex than C-end services. For example, online payment, B2C is generally clearing money and goods, while offline settlement of traditional timber and iron and steel enterprises has accounting period. Therefore, B2B settlement involves potential needs such as installment settlement, advance payment, invoice, law, etc., so the design of the mode needs to be more comprehensive.
The mode design of trading platform and supply chain finance requires continuous innovation. At present, how to verify the correctness of the mode through big data, how to cooperate with enterprises and various departments of the platform, how to optimize the process scenarios to reduce risks, and how to provide accurate services for enterprises are all the issues that B2B enterprises should consider in the future to enhance their competitiveness.
B2B has strong industry attribute and Internet attribute. The Matthew effect of the Internet will make the first mover advantage is expected to continue to feed back, forming a high barrier. Once the platform brand advantages become bigger and the bargaining power is improved, it will promote the rapid growth of related data business, and the compound growth rate of revenue is expected to exceed 30% in the next few years.
In the era of B2B upgrading, trading is no longer the single focus of the platform, and its core task is more inclined to enable demand from all aspects of the industrial chain, including suppliers, purchasers, logistics and financial services.
B2B platform has entered the positive feedback stage of increasing barriers. In general, the mode of many platforms has been recognized by the market, and the industry competitiveness will continue to improve in the next few years. In the long run, the value of B2B platform has just begun, and it is expected to become the preferred market for global enterprises. In the next 5 or 10 years, who can take advantage of B2B platform, we will wait and see.