“These are the latest styles this year. We have the most affordable price, so hurry up and place your order!” “The fabric of this dress is the latest research and development. It is not only light and thin, but also It feels refreshing and cool when you put it on…” In the hot summer of August, when I walked into Puyuan Town, Tongxiang, Zhejiang Province, inside sweater markets such as Fashion City and Textile City, there was a lively scene in the live broadcast room, with anchors, assistants and operating staff A sales team formed here continuously recommends the clothing produced here to consumers on the other side of the screen.
Such a scene is played out almost every day in hundreds of live broadcast rooms in Puyuan.
Puyuan is a town in Tongxiang under the jurisdiction of Jiaxing City, Zhejiang Province. It is also the manufacturing and wholesale center of woolen sweaters in China and even the world, accounting for more than 70% of the sales of woolen sweaters in China.
Here, there are more than 20,000 various auxiliary material processing factories, stalls and stores gathered here.
In 2022, the domestic epidemic will spread in many places and face the triple pressure of shrinking demand, supply shocks, and weakening expectations. Under this background, how can China’s manufacturing industry get out of crisis? Looking for opportunities, turning crises into opportunities, and achieving economic growth against the trend? As a “sweater capital” that integrates production, manufacturing and clothing wholesale, reporters walked here to find an entry point to observe the local economy from the front line.
Several big lamps, a row of mobile phone stands, a computer, and rows of clothes are lined up in a live broadcast room like this in Zhejiang Xige Industrial Co., Ltd. (hereinafter referred to as “Xige”) in Puyuan. There are 300 rooms. Every day, hundreds of anchors display “Puyuan Specialties” knitted sweaters and sell short-sleeved, fashionable dresses of the season. The continuous order prompts and the anchor’s gentle and sweet voice in the live broadcast room make the small space of dozens of square meters seem particularly lively.
Xige was originally a traditional clothing company. Its own men’s clothing brands, Genivini, Paul Noble, and women’s clothing brand Suyin, gradually “occupied” consumers’ wardrobes. In 2020, Xige was the first among many clothing companies in Puyuan to switch from offline to online, from online stores to live broadcasts, and then upgraded to the current live broadcast base: 300 live broadcast rooms, as well as intelligent production centers, smart Logistics cloud warehouse, drop shipping, 10,000 square meters photography base and other functions and services are all available.
“We can provide ‘one-stop service’ for broadcasters and local factories.” Yue Haisheng, deputy general manager of Xige, said that with the development of the short video platform becoming increasingly mature, this year they also cooperated with RV manufacturers to customize 30 units Live RV. In this way, anchors can not only drive to scenic spots, villages and other outdoor areas for live broadcast, but also communicate with partners on the spot, which is more efficient, newer and more attractive.
“As a generation born in the 1970s, we have experience, but innovation still depends on young people.” Xia Liangen, chairman of Zhejiang Saint Nair Clothing Co., Ltd. (hereinafter referred to as “Saint Nair”), not only invested more than 10 million yuan in the factory He carried out digital transformation, handed over the market decision-making power to his son Xia Chengjun, established a new media marketing department, and chose the path of “breaking out against the trend”. In his view, the epidemic is a big test, and companies with strong operating capabilities can actually grow.
26-year-old Xia Chengjun holds a postgraduate degree in fashion management from the London College of Fashion, University of the Arts London. In the words of his father, “This child grew up in a pile of woolen sweaters. He has his own views on sweaters and has an overseas international perspective, so his ability to grasp market trends is better than our ‘first generation’ .”
Last year, under the leadership of Xia Chengjun, Saint-Nair attracted more than 10 young people to create a young product line “CARVIDES” on online platforms such as Xiaohongshu and Douyin, and updated relevant pictures, texts, and short videos every day. video. “The market response is quite good.” Xia Liangen said that due to the epidemic, this year’s traditional offline exhibition and order fair models are unsustainable. “Especially in the first half of the year, our orders dropped by 40%. On the contrary, online sales bucked the trend and increased. trend and become a new growth point for enterprises.”
As one of the first batch of entrepreneurs in Puyuan to “make waves”, Xia Liangen knows that Puyuan has the most complete wool knitting industry chain in China, which is the local’s biggest competitive advantage. Currently, through the model of “anchor +e-commerce+market”, Puyuan integrates various resources and focuses on the characteristics of the sweater fashion industry to help enterprises and merchants accelerate the pace of digital transformation. It is embarking on a new path of industrial upgrading by “looking for opportunities in crisis”. From January to June 2022, Puyuan Town achieved a total industrial output value of 2.96 billion yuan, with a total industrial investment of 669 million yuan, a year-on-year increase of 12.5%; in the first half of the year, the sweater market achieved a turnover of 32.67 billion yuan, and e-commerce transactions The amount exceeded 15.69 billion yuan, accounting for nearly 50%.
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