"No.1 Village" Returns To China

Every home's wool is wound and every loom rings. On the afternoon of April 11, the reporter walked into Dongguan Dalang Xiangtou community, known as "China's first wool weaving village". Nearly 200 wool weaving enterprises were busy. In the production workshop of Yaqi Clothing Co., Ltd. nearby, the workers are busy catching up with orders; Upstairs marketing center, two anchors are in front of the camera live with goods.

60 kilometers away from Dalang Town, Guan Weiliang, the marketing director of Xingchi sewing company, a textile equipment enterprise, logs into the computer background to check the online sales data. "We need to look for a second growth curve in an uncertain environment." He said.

The more difficult it is, the more tenacity is tested; The more challenging it is, the more exciting it will be.

Dongguan textile industry, once "suspended", returned to work and production quickly after unsealing, and "scrambled" to return orders. Through digital transformation, "going to the cloud" to find increment, and striving to expand the live supply chain to seize new opportunities in the market... Under the epidemic situation, the road of Dongguan textile industry to seek change has become more and more clear.

recovery

Rush back orders delayed by the epidemic

In the early morning, the staff of Dongguan Shengli Knitting Co., Ltd. queued up for temperature measurement and disinfection, and entered the factory orderly after completing the relevant epidemic prevention measures.

The company is located in the control area of Dalang town. With the adjustment of the regional level of epidemic prevention and control in the town, on March 18, the enterprise quickly promoted full production after passing the epidemic prevention acceptance. "We will try our best to minimize the impact of the epidemic and strive for a smooth start to the first quarter." The relevant person in charge of the enterprise said.

On the same day, the new Hongfeng Clothing Co., Ltd. also passed the epidemic prevention acceptance, and the production capacity on the day of returning to work had been restored to 60%. With the release of Dalang, the enterprise has achieved full production.

"At present, on the basis of strengthening the epidemic prevention and control, enterprises have further expanded their production capacity, especially the production of diversified products, and opened up new markets, so as to catch up with the time and orders delayed by the epidemic." Lu Zhonghua, manager of new Hongfeng clothing, introduced that the enterprise combined with its own actual situation to ensure that the epidemic prevention production is correct and strive to achieve the goal of annual output value growth of 10%.

Wool weaving industry is a traditional characteristic industry in Dalang town. As of February this year, there are more than 20000 wool related market entities in Dalang, involving more than 200000 employees, and the annual sales volume of the whole industry chain exceeds 60 billion yuan.

The reporter visited and found that affected by the epidemic situation, wool weaving enterprises generally reflected that many orders were forced to cancel and raw materials could not be imported. At present, the most important thing for wool weaving enterprises is to get back the order. Zhu Zhaofeng wants to communicate with our customers more patiently in recent weeks.

With the roar of machines and the roar of trucks, the work of wool weaving enterprises is on the right track of production and operation. On March 29, Dalang was unsealed.

As the core area of Dongguan textile and garment industry cluster, Dalang town received the first phase of municipal financial support fund of 10 million yuan in January this year. In this regard, Dalang town has set up a wool textile industry development fund, which will be matched with the town finance at a ratio of 1:1, forming a supporting fund of 20 million yuan, which will subsidize the increase in production and efficiency of enterprises, brand building and market development.

After unsealing, the wool industry in Dalang Town recovered in an all-round way. "Enterprises are rushing to meet orders when they are full of work and production, and the government will continue to issue policies to help enterprises stabilize their operations." Dalang town Party Secretary Guo Huaijin said.

go online

Take the initiative to speed up the search for new increment

Every day I arrive at the company and log in to the computer background to check the data of online stores. This is the newly added work content of Guan Weiliang, the marketing director of Dongguan Xingchi sewing equipment Co., Ltd.

60 kilometers away from Dalang Town, Shijie Town where Xingchi sewing is also affected by the epidemic, and the factory has been closed since March 16. As early as this year's all staff strategic planning mobilization meeting, the company's general manager Yu Zhihao announced that this year's online sales will reach 16 million yuan, three times higher than last year. However, the sudden outbreak control made the company feel pressure. "But we are still working towards that goal, looking for certainty in an uncertain environment." Guanweiliang told reporters that the company has formulated an emergency plan for the epidemic situation.

"Recently, we are organizing a team to visit textile enterprise customers in Dalang town to hear what their needs are." Guan Weiliang said that under the epidemic situation, we should take the initiative to attack. In his view, improving the repurchase rate is the most direct embodiment of "looking for certainty in an uncertain environment". "In the sewing equipment industry, corporate customers have a high degree of loyalty to the equipment. Once purchased, it will not be easy to change suppliers. We hope to increase the repurchase rate to 25% this year." Guan Weiliang said so.

In addition to offline potential tapping business, starch sewing has also accelerated the search for new increments online.

"A few days ago, we renewed our contract with the e-commerce platform and invested another 500000 yuan to add new stores on the platform, and bid for good drainage projects." Guan Weiliang said that this year's market downturn, many peers have greatly cut online investment costs, but starch sewing thinks this is a good opportunity to expand business, "others back, we enter.".

Such a strategic transformation actually has preliminary ideas as early as the end of 2020. In the past ten years, the company's sales volume doubled than that of the previous year. At that time, I realized that we should transform to online completely, otherwise there would be no living space.

Guan Weiliang told reporters that new retail orders such as self-employed businesses have been added to the enterprise orders, which opens another window for sales volume. "These personalized and customized retail orders put forward higher requirements for the factory, and also promote our continuous innovation to find the second growth curve of sales in the uncertain environment." He said.

sink

Direct to C end, live sales growth against the trend

The workshop of Dongguan Yaqi Clothing Co., Ltd. was busy, and the workers worked overtime to catch up with orders. The marketing center upstairs is full of hundreds of different kinds of clothes, and two anchors are in front of the computer live with the goods.

"We will try to complete the backlog of orders in the first quarter within this month." Liu Jianbo, general manager of Yaqi clothing, said that the epidemic had a certain impact on production and business development, so we should first drive back orders.

In the clothing industry for more than ten years, Liu Jianbo knows the importance of "playing a good first hand chess". In Liu Jianbo's view, after each crisis, there is a wave of market reshuffle, and consumers will be more rational and have higher requirements for service. Only by providing more competitive products and services can we seize the opportunity.

The epidemic affected the offline sales, but the live broadcast business made the enterprise sales grow against the trend.

"Live marketing allows the factory to sink directly to the C-end, reducing intermediate links, reducing costs and higher efficiency." Liu Jianbo said that the company will expand in the direction of live broadcast supply chain and cooperate with MCN agencies to promote online sales of clothing, bags, shoes and other products.

At present, Yaqi clothing is mainly engaged in e-commerce supply chain business, which is divided into three business sectors. The development, production and sales of independent brands account for about 30%; ODM OEM processing of domestic Internet brands and offline women's clothing brands accounts for about 50%; Export business accounts for about 20%.

"We plan to increase the proportion of foreign trade to 30% - 40%, operate in multiple sectors, and improve the ability to resist risks." Liu Jianbo said that in the past, it relied too much on a single business market and was very passive in receiving orders. Next, enterprises should increase sales channels, expand cross-border e-commerce platform supply chain services, "while ensuring domestic orders, strive to increase the volume of foreign trade orders, and smooth the domestic and international double circulation".

(source: China Textile News)