Haining: Leverage cross-border e-commerce to create a new path for the textile industry

“Last year our company opened the cross-border e-commerce channel and has sold more than 20,000 pieces of clothes so far.” Recently, in Haining, Zhejiang, In the cross-border e-commerce operation studio of Zhejiang Yunlian Clothing Co., Ltd., Pan Yong, the person in charge of the company, couldn’t hide his joy when he saw the sales figures that were beating and growing every minute in the backend of the online store.

Yunlian Clothing was founded in 2006. It is a textile and clothing enterprise specializing in the design and production of sweaters. It has cooperated with forty or fifty domestic first- and second-tier women’s clothing brands such as Sancai, Jiuzi, Qiushui, Eveli, and Xiangying. Cooperate and concentrate on building the best sweater supplier in the country. In recent years, more and more textile and garment companies have begun to “go out” through cross-border e-commerce, looking for more opportunities while opening up a larger market. Yunlian Clothing has also No exception.

“We have a Japanese brand store and an American brand store on the Amazon platform, and the business is very good. In addition, domestic sales orders have been scheduled until October.” Pan Yong said that cross-border e-commerce has become the company’s current way to increase sales. An effective path is to achieve sales growth of at least 20-30% every month this year. Next, we plan to continue to open two US stores and strive for annual output value to exceed 100 million yuan.

Talking about the secret to the success of Yunlian Clothing’s cross-border e-commerce, Pan Yong said that “not outsourcing production” determines the quality of the product. In addition, Yunlian Clothing also has the dual R&D capabilities of an independent R&D design team and external professional design companies. It purchases a large number of fashion elements from South Korea, Japan, Europe and other places every year, achieving no less than 600 sample clothing updates each season. Last year, R&D The investment reached 10 million yuan.

With such hard conditions “close to you”, it can be said that Yunlian Clothing has a high starting point for starting cross-border e-commerce. However, due to the company’s misunderstanding of the aesthetic direction of foreign audiences when the store was first opened, it took many detours.

“Abroad, including Japan, white skin and thin appearance are the mainstream aesthetics, so the clothes and model pictures we put on shelves in American brand stores at the beginning were also of this style.” Pan Yong said with a smile, ” In fact, this is wrong. Clothes that look good to us may not necessarily look good to them. On the contrary, clothes that look like ordinary clothes are easy to sell. Later, the company hired a professional operations team and found the crux of the problem, and the sales volume dropped. Getting up slowly.”

The success of Yunlian Clothing in launching cross-border e-commerce is inseparable from the help of the Xucun Town Government of Haining City. In 2021, the Xucun Town Economic Development Office invited a training company in Hangzhou to organize a free cross-border e-commerce training for textile and garment enterprises in the jurisdiction, actively encouraging domestic products to “go overseas”. Yunlian Clothing, which has become a “volume” competition, has opened a new door.

“Next, in addition to maintaining a stable group of old customers for well-known brand OEM processing, the company will also focus on building cross-border e-commerce, and first gain a firm foothold in the two major markets of Japan and the United States. , and then we will consider deploying the European market and gradually establish direct channels to consumers.” Pan Yong said.

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