In Northern Zhejiang, a small town called Puyuan, which does not produce a single wool and has no superior geographical conditions, has become a “leader” in the field of sweater manufacturing in China. It is known as the largest sweater distribution center in China. Relying on industrial advantages, more than 200000 practitioners in the upstream and downstream of the industrial chain have embarked on a path of industrial prosperity and people’s prosperity. In 2021, it sold 118 billion yuan.
Every weekend, Puyuan town Zhejiang China Light & Textile Industrial City Group Co.Ltd(600790) market live broadcasting base will welcome many learning merchants who come to learn how to sell sweaters online through live broadcasting.
This live broadcast base is jointly established by Puyuan town woolen sweater Market Management Committee, Zhejiang China Light & Textile Industrial City Group Co.Ltd(600790) market and e-commerce platform. Its purpose is to help Puyuan town woolen sweater merchants gradually step into the fast lane of e-commerce retail through free teaching and building a platform.
Xu Yamei is a native of Puyuan. She sold woolen sweaters at the opening of Puyuan more than 20 years ago. Has always been to receive customer orders, do OEM or wholesale business. In the past two years, affected by the epidemic, the market passenger flow has decreased significantly. With the training courses in the live broadcast base and the on-site guidance of teachers, Xu Yamei can sell thousands of yuan for each live broadcast in the off-season of woolen sweaters, and 20000 yuan for the best one.
This live broadcast base led by the local government can not only help merchants who have not contacted e-commerce get started quickly, but also help merchants who have engaged in e-commerce to improve their sales and operation.
While Xu Yamei and others are busy learning to sell woolen sweaters live, other woolen sweater merchants in Puyuan town have begun to try their products to the sea through cross-border e-commerce platforms.
Shen bin, who grew up in Puyuan, has been doing sweater business for his parents. Shen bin, who has just returned from studying abroad, does not want his son to continue his father’s traditional trade, but wants to open up new sales channels on cross-border e-commerce platforms.
Through the cross-border e-commerce training class organized by the government, Shen bin will not only advertise in his own store, but also carry out promotion from time to time. The monthly turnover has increased from a few hundred dollars in the past to ten thousand dollars now.
Whether it’s a live broadcast for Chinese consumers or a cross-border e-commerce platform for products to go to sea. The local government and enterprises have a consensus that as long as the market is opened, the big guy’s road will be wider and wider.
The development history of Puyuan woolen sweater industry has been more than 40 years. From the earliest markets on both sides of the national highway to the gorgeous market with tall buildings, their business mode has also changed, starting from OEM and OEM to high-end products and brand building with added value.
Dong Qingrong, who started making woolen sweaters more than 20 years ago, has become the first batch of businessmen in Puyuan town to eat crabs, build their own brands and make high-end cashmere products, and the price is more than ten times higher than the original woolen sweaters.
Dong Qingrong, general manager of Zhejiang Tongxiang Shuangyu Cashmere Products Co., Ltd
The vicious competition of low quality and low price can only make everyone crush each other, and the road will be narrower and narrower. Many enterprises in Puyuan town have started the transformation from OEM to brand building, and have started the design and R & D of their own brands. In order to protect everyone’s original design, Puyuan town has also set up special rights protection institutions.
At present, there are 20 trading areas in the sweater market in Puyuan Town, including 15 garment areas and 5 supporting trading areas. There are more than 7000 operating households and more than 13000 market shops.
During the “14th five year plan” period, Puyuan will build a fashion industry cluster with the whole industry chain exceeding 100 billion yuan, and the overall transaction volume of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) market will exceed 200 billion yuan, which is the “new goal” determined by the local government of Puyuan. From a thread to a sweater, there are 44 processes in Puyuan town.
[half hour observation] consolidate the industrial chain and seek development together
This year’s No. 1 central document puts forward: vigorously develop county’s rich people’s industry. Guide qualified central towns to develop specialized clusters of small, medium and micro enterprises, and promote the development of rural workshops and family workshops in key villages. Behind the woolen sweaters in Puyuan, Zhejiang Province, more than 200000 practitioners have built a complete industrial chain of woolen sweaters and embarked on a path of relying on industrial development to enrich the people. On the road of industrial revitalization, we need both pioneers and reliable followers. A complete and solid industrial chain is the strongest competitiveness of the sweater industry in Puyuan town. We hope that more industrial towns can weave a new picture of industrial prosperity and people’s prosperity like Puyuan in Tongxiang, Zhejiang Province.
