The emergence of e-commerce has changed the basic necessities of life for millions of households, and has also greatly impacted traditional industries. The textile and apparel industry is closely related to consumers’ daily lives. It needs to seize the trend of the “Internet +” era, “touch the Internet” and “fly into the clouds” to give the industry development “cloud wings” to take off.
Shantou is one of the first batch of e-commerce demonstration cities in the country. The innovative development of e-commerce has added new highlights to economic development and also injected new energy into the transformation and upgrading of local traditional industries. A steady stream of vitality. Among them, the textile and apparel industry, one of the “two specials” in the new industrial development pattern of “three new, two special and one big”, has relied on e-commerce channels to reduce costs, expand markets and cut orders in recent years. While its products are selling well in the international and domestic markets, It also further promotes industrial innovation and upgrading. Gurao’s underwear, Xiashan’s home clothes, Linggang’s thermal clothing, Narita’s socks… these products are passing through the “cloud” out of Shantou, going nationwide, and entering the eyes of consumers.
E-commerce “empowers” traditional manufacturing companies
When you walk into the Maoxing E-commerce Underwear Industrial Park in Gurao Town, Chaoyang District, you will enter a “cloud market” where both buying and selling are booming. It is located in Gurao Town, known as “China’s Famous Knitted Underwear Town” and “China’s Hometown of Underwear”. It enjoys the advantages of concentrated development of the underwear industry, convenient transportation hubs, more than 50 underwear manufacturers and more than 150 underwear manufacturers. E-commerce companies are here together. Every day, more than 100,000 express delivery items are sent out from here, passing through the nationwide logistics network and finally delivered to consumers.
The park has complete functions. More than 80 companies have settled in the underwear supply chain selection center, all of which have independent development capabilities. The currently displayed products include bras, underwear, thermal underwear, body shaping clothes, yoga clothes, home clothes, etc., with displayed styles More than 30,000 pieces. The Yunda Express Sorting Center in the park adopts an automatic sorting system with high sorting efficiency. It can sort more than 20,000 express items per hour and the daily sorting capacity can reach 500,000 items.
What has the development of e-commerce economy brought to the textile and apparel industry? This change is vividly reflected in this vibrant e-commerce industrial park.
“Before the emergence of e-commerce, one of the problems encountered by many manufacturers was inventory. A large backlog of inventory would lead to factories facing bankruptcy. With the emergence of e-commerce, sales channels have become diversified, and manufacturers can purchase products online through Low-price, clearance sales methods clear inventory and reduce losses.” Lin Danyan, head of Maoxing E-commerce Underwear Industrial Park, said that traditional industries used to face poor supply and demand information, and the market demand for textile and apparel products changes rapidly, leading some companies to blindly Excessive production and inventory, coupled with restrictions on sales channels, can easily lead to product backlogs. “In the past, factories had very limited ways of developing customers. Most of them involved participating in exhibitions or door-to-door visits, which was relatively inefficient. But now they open stores directly online and put product links, and customers come to them on their own.”
Before the emergence of e-commerce, companies’ raw material procurement and product sales mainly relied on offline face-to-face communication and promotion, which was not only costly and inefficient, but also had limited coverage. “Enterprise production requires a lot of raw materials and machine parts. In the past, manufacturers only knew a few, and most of them were middlemen. But now you can choose suppliers directly online. Not only do you have more choices, but you can also communicate with suppliers at all times. Maintain close contact to solve the factory’s raw material demand issues at more reasonable prices, thereby reducing procurement costs.” Lin Danyan said.
The park realizes the gathering of “e-commerce + underwear”
When it comes to e-commerce business, it is often necessary to recruit professional e-commerce talents and build an e-commerce operation team. This means an indispensable task for traditional manufacturing companies. Small expenses also make enterprises face huge challenges in daily operation and maintenance. Moving companies into e-commerce parks has become an option to utilize professional resources and reduce labor costs.
Shantou Xinlifa Weaving Co., Ltd. is a manufacturing company that settled in Maoxing E-commerce Underwear Industrial Park in 2018. It mainly produces knitted fabrics suitable for underwear sets, yoga wear, etc.. In the more than three years since it settled in the park, the e-commerce business sector has accounted for 30% of the company’s output value. As a manufacturer, moving into the e-commerce industrial park can not only achieve convenient communication with upstream and downstream enterprises in the park, but also make good use of the advantages of e-commerce resources in the park to help products better “ Get out”.
“In the park, in addition to upstream and downstream suppliers, there are also traditional e-commerce platform companies and private community group buying agents, which are of great help to the improvement of our company’s e-commerce domestic sales business.” The company president Manager Lin Qinpeng said that Gurao textile industry e-commerce has developed rapidly in recent years, especially the development of new formats such as live streaming e-commerce, which has increased the demand for underwear market. Next, the company will continue to increase investment in e-commerce platforms, and actively expand international e-commerce platforms such as Amazon, relying on the advantageous industrial chain of Gurao underwear to further expand and strengthen the company.
The consumer side leads the trend toward “customization on demand”
��Zeng Beilin is the head of operations of Hunan Xinyan Electronic Technology Co., Ltd. He has been engaged in the e-commerce industry for nearly 10 years. He came to Shantou from Changsha, Hunan three years ago to settle in Maoxing E-commerce Underwear Industrial Park. Different from the previous business environment in Changsha, the company is now rooted in the textile and garment industry belt, with suppliers nearby. The complete industrial supply chain in and around the park can meet the company’s development needs.
Tmall, Taobao, Pinduoduo… This e-commerce company mainly relies on e-commerce retail platforms that are familiar to the public to sell knitted underwear products. One end is connected to the complete industrial supply chain, and the other is connected to the vast consumer market on the Internet. This is what more than 150 e-commerce companies settled in Maoxing E-commerce Underwear Industrial Park have in common.
“After entering the park, the cost of raw materials has been reduced, operating efficiency has been improved, and sales have doubled.” Zeng Beilin said that due to the concentration of industrial belts, e-commerce companies and suppliers can communicate directly face-to-face, creating more business opportunities. Wider channels and clearer information. “I didn’t know what products a certain supplier made before. After coming here, I can visit the factory in person and have a clearer understanding of the products.”
Nowadays, the relationship between e-commerce companies and suppliers is slowly changing. “In the past, e-commerce companies sold whatever suppliers produced. In the past two years, the trend has been that suppliers sell whatever e-commerce companies sell.” Zeng Beilin, who has been working hard in the e-commerce industry for nearly 10 years, clearly sees The current changes taking place in the textile and apparel industry have also seen the upgrading and transformation of traditional e-commerce formats. From “e-commerce follows the supplier” to “the supplier cooperates with the e-commerce”, this model has created new opportunities for textile and garment enterprises, and also brought new challenges.
“Good products are the key to retaining customers. In the past, feedback from factory customers was slow and the information was incomplete. Now we can directly learn about the shortcomings of the product through online buyer reviews, and then make adjustments and upgrades.” Mao Lin Danyan, head of the Xing E-commerce Underwear Industrial Park, said.
“Traditional channels are limited after all. I believe that e-commerce coverage will be wider and the e-commerce platform will be more mature in the future.” Zeng Beilin said. In the mouths of these e-commerce practitioners, a new picture of “Internet + textile and apparel” is gradually becoming clear – in the future, customers will place orders through e-commerce platforms, and the e-commerce companies will then screen the orders and feed them back to the factory for customization. “This can greatly improve production efficiency and avoid losses caused by blind production. We hope that traditional enterprises can improve their innovation capabilities and make changes to cater to the development trend of e-commerce.”
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