How To Walk The Road Of Children's Clothing In Wenzhou?

　　 Yongjia County Wu Rong, head of the Zhuo village children's wear factory, ended the wholesale business last year, concentrating on "good to the end" operation of Tmall flagship store, with a sales volume of about ten million yuan a year. The electricity supplier tide is threatening. The Zhuao village, which has the title of "the first village of children's clothes in Wenzhou", is carrying out a collective "transformation". The village has sprung up more than 100 Taobao stores in recent years, but there are few Taobao shops on the scale such as Wu Rong. How should their "electric shock" road go?

Traditional market slipped 30%

Walking into Zhuao village, along the village road all the way forward, the reporter saw a row of residential buildings are hung with "a certain children's clothing" brand, the first floor is almost all the department stores, from time to time there are workers moving goods in and out. This is a children's clothing village. clothes The front room opens shop to sell children's clothing. There are nearly more than 300 children's wear factories in the village, 90% of them are family self-employed, mainly in the domestic market, especially the jeans and children's trousers are sold all over the country.

A seemingly calm village is actually brewing an electric business revolution. "The impact of online shopping is too great, the traditional wholesale market is sluggish, the number of customers coming to the village is less, and the sales of children's wear factories are falling sharply." Zhu Xufeng, deputy director of Zhuao village village committee, reluctantly said that according to incomplete statistics, sales of children's clothing factories in the whole village last year were around 300 million yuan, down 30% from 2012.

Faced with a wave of e-commerce boom, major industries are facing new challenges. The same is true for children's clothing enterprises. Zhu Ao villagers had an unprecedented sense of urgency. Zhu Xufeng was deeply touched by the cold air in the wholesale market. Obviously, there were fewer trucks in the village and fewer migrant workers. There were more than 400 children's wear factories in the village, which had shrunk to more than 300 in recent years.

Conform to the general trend of "touching the net"

Electricity providers rush to tradition clothing The industry has sought transformation. Many manufacturers in Zhuao village have tried water business. Especially last year, many villagers followed suit, and suddenly a number of Taobao Tmall stores sprung up. According to incomplete statistics, the village operates more than 70 Taobao stores and 30 Tmall stores. "Going with the flow" is the answer to why the children's clothing factory answers the unified standard of choosing the electricity supplier. The electricity supplier is the trend of the future, and the wholesale volume of the market is shrinking, so they have to adapt to this demand.

Yang Qing, the head of the children's clothing factory, is a member of the transformation of the electricity supplier. He sold more than four hundred or five hundred Tmall stores a year ago. At present, the share of the electricity supplier has accounted for 70% of the company's business volume. "Children's clothing is consumed by young mothers. They like online shopping now, and their consumption habits have changed, so we can only change them." Yang Qing said that after opening the Tmall store, life and work had undergone tremendous changes. Compared with the original ease, the market demand for the style was very high, and the renovation was very fast. In the morning, they often went to the market to see and board, and to rush to work in the afternoon and evening. They often had to catch up to two or three midnight. And do business, style and production time is abundant.

The title of the children's clothing village also attracts the outside village to enter the electricity supplier, and Zhu Xia Fei from the upper tong rents two storeys in the village as an office location. Reporters saw that the first floor was full of parcels sent to all parts of the country, and the shelves of the storehouses were full of children's clothes of all kinds. On the two floor office, there are five or six computers, and the staff are concentrating on hitting the keyboard. "On the Internet, the simple and popular style is the best seller. There are three cooperative factories, and the quantity of each purchase is about five hundred." Zhu Xiafei said, when the store is the hottest, there are forty thousand sales in one month, and it can get the latest styles at any time in the production base of children's clothing.

Shop blindly

Because of the brand and operation continuity of Tmall shops, some children's clothing factories chose to make Tmall stores. "Before the electricity supplier, they didn't understand. After they opened the Tmall store in 2012, they would be the shopkeeper, and they would give it to a network company for operation." Yang Qing said that the service charge will be 100 thousand yuan, including advertising and stocking, which has invested about 300000 yuan a year. But in the past six months, the business in the store is still very cold, with only three or four orders per day. Due to the lack of knowledge and blindness of the electricity supplier, most of the manufacturers hand over the shops to the network companies to operate on behalf of them, but many shops are deserted, so many factories recruit the operators of the electricity suppliers to operate their own businesses.

"It's usually done for others because manufacturers do not know what they are not." Industry experts say it is not that easy to build their own e-commerce team. First of all, the introduction of professional talents and the cost of investment, and now the electricity supplier is also rising. "Villagers open shop blindly follow the trend, advertising costs are large, there is no plan to participate in activities." Zhu Xufeng said that many shop operators have changed three or four stores. In pursuit of high hits, shops invest a lot of money in advertising activities. Advertising investment every month is also a great expense.

How to balance the online and offline is also a big problem for the villagers to do business. Some villagers shopkeepers put the fashionable money on the shops, but they couldn't sell them, and at the same time, they also attracted customers' dissatisfaction. "Customers are more willing to sell on the Internet than they are in physical stores." A villager owner told reporters that the shop should have different lines under the line, which requires manufacturers to have a strong ability to design new products.

- Countermeasures

Try to embrace development.

Last year, Yongjia County issued the "Implementation Opinions on accelerating the development of e-commerce", arranging not less than 5 million yuan special funds for e-commerce development every year, and set up Yongjia county network economic service bureau. Ke Yihang, deputy director of the Bureau, said that in view of the blindness of the villagers in doing business, they are ready to start training, popularize professional training knowledge of electricity providers, and strengthen the introduction of e-commerce talents. In addition, through the preparation of the association, it will play a role in unifying prices and curbing vicious competition prices.

"The product is also single. market One of the reasons for the decline is that most factories in the village are producing jeans and children's trousers. Ke Yi hang said, the children's clothing factory in the village has no brand concept, basically belongs to the low scale, how to integrate resources is also the key. We plan to focus on the villagers' electricity business in the small and micro entrepreneurship Park, so as to better regulate the market development.

Cao Wangqiang, Secretary General of Wenzhou e-commerce industry association, put forward the concept of C2B, that is, consumers to enterprises. First there is consumer demand and then there is enterprise production. He believes that children's clothing production base is not suitable for villagers to open Taobao shop mode, as seasonal clothing, it is easy to pressure stock. Through Juhuasuan, through train and other low-cost promotional activities, development is not long. The villagers can form strategic cooperation with the network company. The network company acts as an electronic business dealer, operates a unified network brand, and obtains the clothing demand through the big data analysis, then orders the villagers to OEM production, and produces the children's clothing wholesale to the network company.