The “password” behind the economic miracle: Sweater town sets off e-commerce craze
In northern Zhejiang, a small town called Puyuan does not produce a single wool and does not have superior geographical conditions, but it has become a “leader” in the field of sweater manufacturing in my country. It is known as the largest woolen sweater distribution center in the country. More than 200,000 practitioners in the upstream and downstream of the industrial chain, relying on industrial advantages, have embarked on a path of prosperous industries and prosperity for the people. In 2021, 118 billion yuan was sold.
Every weekend, Puyuan Town Light Textile City Market Live Broadcast Base will welcome many merchants who come to learn how to sell woolen sweaters online through live broadcast.
This live broadcast base was jointly established by the Puyuan Town Woolen Sweater Market Management Committee, China Textile City Market and the e-commerce platform. Its purpose is to provide free lessons and build a platform In order to help the sweater merchants in Puyuan Town gradually enter the fast lane of e-commerce retail.
Xu Yamei is a native of Puyuan. She opened a stall selling woolen sweaters in Puyuan more than 20 years ago. I have always been taking orders from customers and doing OEM or wholesale business. In the past two years, due to the epidemic, the market traffic has dropped significantly. With the training courses at the live broadcast base and the on-site guidance of teachers, Xu Yamei can sell thousands of yuan for each live broadcast during the off-season of woolen sweaters. One sale exceeded 20,000 yuan.
This live broadcast base led by the local government can not only help merchants who have not been exposed to e-commerce to get started quickly, but also help merchants who are already engaged in e-commerce to improve their sales and operations.
While Xu Yamei and the others are busy learning to sell woolen sweaters through live streaming, other woolen sweater merchants in Puyuan Town have begun to try to export their products overseas through cross-border e-commerce platforms.
Shen Bin, who grew up in Puyuan, his parents have always been in the sweater business. Shen Bin, who had just returned from studying abroad, did not want to inherit his father’s business and continue doing traditional trade, but wanted to open up new sales channels on a cross-border e-commerce platform.
Through the cross-border e-commerce training classes organized by the government, Shen Bin now not only advertises in his own store, but also conducts promotions from time to time. His monthly turnover has also increased from a few hundred US dollars in the past to 10,000 US dollars now. .
Whether it is conducting live broadcasts to bring goods to domestic consumers, or using cross-border e-commerce platforms to sell products overseas. The local government and enterprises have a consensus that as long as the sales market is opened, the road for everyone will become wider and wider.
The Puyuan sweater industry has a development history of more than 40 years. From the earliest market on both sides of the national highway to the current gorgeous market with tall buildings, their business methods have also changed, starting from OEM and OEM. High-end products and brand building with great added value.
Dong Qingrong, who started making sweaters more than 20 years ago, became one of the first merchants in Puyuan Town to build his own brand and produce high-end cashmere products. The price is more than ten times higher than the original sweaters.
Vicious competition of low quality and low price can only make everyone crush each other, and the road will become narrower and narrower. Many companies in Puyuan Town have successively begun to transform from OEM to brand building, and have begun the design and research and development of their own brands. In order to protect everyone’s original designs, Puyuan Town has also established a special rights protection agency.
There are currently 20 trading areas in the Puyuan Town Woolen Sweater Market, including 15 ready-to-wear areas and five supporting trading areas. There are more than 7,000 operating households and more than 13,000 market merchants.
During the “14th Five-Year Plan” period, Puyuan will build a fashion industrial cluster with an entire industry chain exceeding 100 billion yuan, and the overall online and offline market transaction volume will exceed 200 billion yuan. This is the “new goal” determined by the Puyuan local government. There are 44 processes from a piece of thread to a sweater, and people from Puyuan Town are involved in it.
This year’s No. 1 Central Document proposed: Vigorously develop industries that enrich the people in counties. Guide qualified central towns to develop specialized small, medium and micro enterprise clusters, and promote the development of rural workshops and family workshops in key villages. Behind each sweater in Puyuan, Zhejiang, more than 200,000 practitioners have built a complete industrial chain of woolen sweaters, blazing a path to enrich the people through industrial development.
On the road to industrial revitalization, we need both pioneers who can overcome all obstacles, as well as steadfast and reliable followers. A complete and solid industrial chain is the strongest competitiveness of Puyuan Town’s sweater industry. We hope that more industrial towns, like Puyuan in Tongxiang, Zhejiang, will weave a new picture of prosperous industries and prosperity for the people.
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