Contracting More Than Half Of The Country'S Underwear, Their Goal Is UNIQLO.

Hundreds of years ago, Du Fu, a poet of the Tang Dynasty, wrote a poem entitled "winter solstice".
In the solar terms of twenty-four, the winter solstice is a special solar term, which replaces the joy and sadness of literati and men. Entering the modern society, the winter solstice has more commercial hints - it's getting cold and it's time to buy clothes.
Less than half a month away from the winter solstice, Beijing has already passed the first snow in 2019. Compared with the bloated winter coat, playing underpants has become the last stubborn beauty girl.
In fact, girls only wear bottoming pants and the topic of cold and cold gets the first heat. Vista saw the world published an article titled "boyfriend after stealing my underwear once, and can never extricate himself."
The discussion and exchange of bottompants are dominated by the top flow. From the female white-collar workers in the second tier cities to the fashionable aunt dancing square in the town, there are still more than one class of men who "put down their reserve". When they are warm and beautiful, perhaps they do not know that over half of these bottomings come from the same place: Jinhua, Zhejiang.
To be more precise, more than half of China's bottoming pants start from Yiwu, Jinhua, and finally wear to hundreds of thousands of women across the country.
As early as 2016, Yang Xinmin, President of Yiwu Bottomwear Industry Association, said that the number of local underpants workers reached more than 50 thousand, with an annual output of more than 6 billion, accounting for more than 50% of the total sales in the domestic market.
Entrepreneurs are gathered here, and they are keen to find opportunities in the "global commodity" capital. Advertisements and signboards are always switching. If you don't know in advance, it's hard for you to find underwear manufacturers by appearance. They may be hidden in the electricity supplier park, which may be hidden in the old woolen factory, or in residential buildings.
The scene of bottompants seems to be a microcosm of the whole industry, which is still a low profile and low gross margin industry.
But the rising demand, the high frequency of repeat purchase rate and the ultimate cost performance, the underpants line still supports tens of thousands of people's livelihood and dreams.
Bottomless trousers born in music
On the map, enter "Qi Ji Guang road 655" in Yiwu, starting from the railway station, and in more than 20 minutes, we can go to the place where the cross border electricity supplier Industrial Park is located in the dream.
The floor of the park is painted blue, and the roof and window frames are decorated with orange and white. Among them, two are the underpants business yamgoi factory area.
The workers in the factory bowed their heads and packed cartons, so as not to greet passers-by and new people who knew the market. Shanghai, Beijing, Guangzhou and other markets across the country are waiting for the delivery, they are already busy.
According to statistics, in the past two years in Yiwu, there are hundreds of enterprises producing bottompants. Hundreds of millions of factories with annual output value, small to family workshops, are densely distributed in every corner of the city.
Having a special factory area is the proof of its strength. From the first floor to the four floor, they are divided into cutting area, office area and sewing ironing area. The packing and distribution area is distributed in another building.
Cutting is the first step in underpants process. Recently, three or four automatic machines have been purchased in the factory. Only a few of the workers have been "rumbling".
The finished semi finished products are transferred to the sewing and ironing area. Hundreds of workers, 80% women, because the "heart is fixed", they buried their heads, headphones, feet sewing machine rhythmic opening and closing.
Sun Jing, from Henan, is 33 years old and has two children's mothers. When she works, she likes to bring earphones and listen to ancient court novels. "Sentimental", she said, smiled a little shyly.
Among the rare male workers, Wu Qihui, who is responsible for ironing, is the most "high-profile". He was born in 85 years and arrived in Yiwu from Fujian in June.
Wu Qihui has a round face and speaks simple and honest, but the speakers around him make him the most beautiful baby in the factory. This is what he bought just over 400 yuan. He put on light music in the morning, put rock and roll in the afternoon, and set it free in the afternoon.
Huang Wanbao, the owner of Yamai, said with a bitter smile that it was hard work.
This is the truth. From 8 a.m. to 7 at night, Sun Jing has to step on seven hundred or eight hundred pants at his feet every day. Wu Qihui has to repeat the same ironing action on one thousand and seven hundred pairs of trousers. Music and novels have become the best tools for them to refresh their minds, and they are also the last ones to retain their hobbies in the daily dull recovery.
Winter is the low season for production, but it is the peak season for demand. At this time of year, the production of bottompants began to be closed. Instead, the packed delivery area entered a busy period.
The workers seemed to be on top. They stood at the front of the conveyor belt, picking up, packing, and putting on the assembly line.
The courier little brother holding a big sack was waiting at the end. One package was sent to the front, and his hands kept pulling. In a short time, the sack was full. He said he had to get two cars a day, and now there are express cars waiting downstairs.
　 "The simplest" entrepreneurial project
Bottompants don't worry about business. Tmall alone has an average sales of 600 million a month.
Unlike other costumes, girls buy at least two pairs of Bottomwear. Flesh colored, black, feet, feet, velvet, no velvet, different styles and colors with different clothes, different thickness with different seasons.
Zhang Bei, 28, works in an Internet factory in Beijing. He usually wears a skirt, and at least seven or eight pairs of bottomups are in the cloakroom.
Besides girls, men now start to throw away stereotypes of sex and try to buy a pair of bottompants for the winter. Suning big data show that from November 25th to December 8th, 20.8% of the bottom pants on suning.com platform were bought by men.
From the perspective of nuggets, it is both a rigid demand and simple production process. Bottomwear naturally becomes a low threshold, low investment and controllable venture.
Before going to work, Huang Wanbao worked in a state-owned enterprise in Fujian, where he had a decent job. But he saw his career ceiling for years and decided to resign.
Huang Wanbao came to Yiwu in 2006 and chose to enter the foreign trade from then on.
Individual choice follows the trend of the times. A few years ago, China announced its accession to the WTO, and a large number of small and medium sized enterprises in export trade have risen rapidly. China has also become a new "world factory".
Huang Wanbao tasted the sweetness of foreign trade, but soon after another, the outlet of the Internet shrank to the developed areas of Jiangsu and Zhejiang. I heard that Taobao is good. Huang Wanbao and his classmates sold Yiwu's superior industries, stationery, miscellaneous and snow boots to the Internet, but finally ended in losses.
Homogenization of products and lack of experience allowed him to pay enough tuition fees. But there are also gains, experience accumulated to a certain stage, and then do other categories of electricity providers more handy.
Huang Wanbao began to transform into underpants. The attributes of this industry are less style and quantity, and the scale effect comes first, and the cost can be well controlled. Compared with other clothing categories, Bottomwear styles are very basic. There will be no outdated worries. They can be sold in the winter and can be sold in the summer, and the inventory pressure is much smaller.
By selling bottompants, Huang Wanbao began to lose money.
In 2013, Huang Wanbao bought the brand of "Ya Yang Ren" and began to operate formally. A year later, 5 million of the production line was put into operation, and the scale advantage was quickly reflected. This year's double 11, Ya Yang people sold nearly twenty million of sales.
Yu Xiaojiang has similar entrepreneurial experience, and his underpants brand "Ou Du Ni" is not far from the Yamai people.
Originally a chef, he was 24 years old and started to help package and deliver goods from Jinhua. After a month and a half, he went to the wholesale business of bottompants.
That was in 2011. Online shop became the first choice for Yiwu people to start businesses. Yu Xiaojiang pointed to a building opposite the office. "At that time, 18 of the 20 rooms were opened by Taobao store."
There are many electric business people, and the industrial chain is complete. Yu Xiaojiang's business is going smoothly. He runs his own bottomless wholesaling business on Taobao and 1688, which is six or seven years.
"It's very simple to play underpants at that time. Wholesale makes 5 cents. It depends on the amount of money it takes, and about one hundred thousand income a year."
What really made him happy was that he opened today's retail store. In 2016, a long-term cooperative customer gave him the free Tmall flagship store for free because of the loss. Yu Xiaojiang shifted from wholesale to retail.
Clothing business in Yiwu, upstream has Zhuji stockings, Dongyang textile history accumulation, the middle reaches have sufficient electricity supplier talent reserve, end of the cost compression to the extreme express.
In addition to facing the competition of big factories, there are countless small shops and small workshops that are constantly eating away. But here, the aggregation of resources makes different entrepreneurs have room for survival.
You know, you know, you know, The supply chain has accumulated in the past as a wholesaler. It has the experience of opening Taobao shop and has a certain scale of capital investment. The result of the combination is that a double 11 can sell seven million eight bottomless trousers.
However, with the influx of countless people into this industry, the B surface of the underpants industry will be displayed as follows: the style is simple and the foundation is gradually becoming a disadvantage.
First of all, the pattern is similar. Whether it is Ya Yang or Ou Du Ni, or even smaller shops, they use "explosion money" to create sales volume. These explosions are very similar. There is not much difference between different shops, so the brand can not be built.
Secondly, the unit price is low, the bottom of a pair of underwear is the cheapest, it can be as low as 9 yuan 9, the most expensive is not more than 100, and the gross profit is only 30%.
Huang Wanbao is already the boss of a big factory, but he often feels "inferiority complex".
He told me that in the training course of Taobao University, people in other industries were very confident and confident, and he was just a salesperson in front of others. "Without aesthetics, the amount of package is so large that it is all dirty work."
Huang Wanbao's ideal is UNIQLO - the foundation can make adjustments, quality and brand image.
"Now our product R & D department has only a few people, it has not played any role. In the future, we need more efforts in the development of new products."
But what he cares more about is quality, which is the control of the supply chain. Tmall's small business has confirmed from the side that there is a pair of trousers. The elegant goat hesitates to change to a more stable fabric, but the cost is much higher, and the price is not increased much after hesitating for a long time.
ODI is also doing similar attempts. Their bottoming pants are mainly for processing, but the inspection is exceptionally strict. Besides the boss and family check, they will be put on all the customer service for a week. They are tall, short, fat and thin. All the people who are in the shape of the body try to rework and improve the problems before putting them into the market.
According to practitioners, Bottomwear is the easiest way to enter the industry, but it takes a lot of effort to do it long and far. Quality and style are the basic requirements. It is the brand like UNIQLO that they are most looking forward to.
Bottomless boss's "quirk"
After entering the underpants industry, Huang Wan has become some "quirks". At the railway station, airport or shopping mall, he will observe the legs of the girls and see what kind of bottompants they are wearing.
"Doing this industry for a long time has occupational diseases." He can see at a glance what material and style they are wearing underpants, because the change of girls' legs is the change of the industry itself.
At the very beginning, the girls chose to be limited, because businessmen could provide more than two pieces of slit underpants, and only acrylic fabrics. Later, cotton, polyester and acrylic were available, and the technology of adding velvet was also available.
Like other clothes, trousers were sold at all stalls at the time. The same black and flesh colored girls could only take one or two pieces of brains.
Now, the color varies from year to year. Last year, there was a popular oat color. This year, milk tea was popular, and girls began to buy it with net red and buy it with the trend of popularity.
Every time I see fresh bottompants, Huang Wanbao will be "candid" for the first time, so that factories can be put into the market in small quantities.
Yu Xiaojiang should be glad that he doesn't have to be a weirdo watching girls' thighs. After his marriage, his wife Fu Xuecheng became the chief product officer instead of him.
Fu Xuecheng will dress herself up in fashion. Even if she is pregnant in winter, you can still see her wearing pants and skirt.
She will pay attention to the Internet red people on micro-blog, flip the little red book from time to time, and buy some pairs of bottompants from the net red tattoo store to observe and study carefully.
Always following the trend, Ou Du Ni's bottom pants style is the most in the industry, regardless of teenage girl or nearly 50 years old aunt, everyone can find their own style here, "on average, each person purchases more than two."
2019 double 11, the weather warmed the sales of Bottomwear, but Odonne still sold about 7000000 of sales.
Nowadays, Ya Yang and Ou Du Ni are all doing the online, Tmall does the quality, spells more inventory, and micro business is also used as a distribution channel. Line for the supply of some physical stores, stalls business is still, but the proportion is greatly reduced.
"Online accounts for about 90% of the total." Huang Wanbao said.
This is the trend of the times and a new choice for young people.
The industry characteristics of low margin, extensive margin and selling volume are constantly following the new trend from the initial stall business to online shop. Since last year, a slightly larger manufacturer has realized that the next step is to live closely with Taobao.
However, in Yiwu, there are not many professional anchors, and they are skilled and quick to do their own work. So the live broadcast of Yamin and Ou Du Ni mainly rely on customer service.
The live broadcast of the Yamai people just started for a few days. They specially built a room in the factory, white and pink, mainly arranged, very warm, a few headlights illuminated the anchor skin white as snow.
Next to the camera is a row of shelves with bottomless trousers. The anchors will display their wear out according to their underpants with different sweaters and skirts.
It is also necessary to explain the feeling of material, fabric and wearing. According to the requirements of the audience, the anchors wear out and start from 1 p.m. till the evening. Not enough at the moment, there are only a few turnover.
Ask the star to live with the goods become the way to quickly start the brand. Ya Yang people take the initiative in giving up the profit problem. Ou Doni is in the double 11 warm-up period, invites Li Xiang and Wong Cho Lam, but the effect is not good. Wong Cho Lam sold more than 300 pieces and Li Xiangzhi sold more than 7000.
Although stars are not as good as expected, the value of live selling has long been fully certified by the market.
Tmall's double 11 live broadcast has become a new way of consumption that conforms to the trend of content and community-based. It has become an important way for merchants to get customers and cash in cash.
Jingdong is pushing ahead with the hatchet hatching scheme, and has invested at least 1 billion yuan in resources for this. Jitter, fast hand and mogujie.com have also launched the live broadcast business.
According to the survey and data calculation of Everbright Securities Industry, the total scale of direct seeding electricity supplier in 2019 is expected to reach 440 billion, and the cake of the whole live market is constantly being enlarged.
The traditional bottoming pants businesses such as Ya Yang and Ou Du Ni still believe in the trend of live broadcasting. In the future, they also want to try Li Jiaqi and Goya.
On the day of the visit, Yu Xiaojiang was studying how to shake hands and fast hands, and the content operation outside the station began to build.
The current situation of Bottomwear industry is extensive and LOW, but in the limited space, Ya Yang people want to study the brand of UNIQLO, and she wants to create content to impress consumers, and they are still working hard to upgrade the industry.