Weaving Children'S Clothing Industry Is Rethinking New Ideas

If it weren't for the incident of "Tong Mo Niu Niu" being hit last year, perhaps many people still don't know that the Jiangnan Town in the south side of Taihu is actually the largest small and medium-sized children's clothing production and wholesale base in the country.

According to relevant statistics, more than 50% of children's clothing sold in the market every year is produced here.

Affected by the epidemic, the whole country's entity business was in a "painful period" and sales resumed slowly. Seeing that the weather was getting warmer day by day, the spring children's clothing in the warehouse of clothing production and wholesale enterprises in Zhili Town, Huzhou City, Zhejiang province became the "heart disease" of the local bosses.

Fortunately, however, there are few people who are awakening together with Luo Yonghao.

They no longer care whether the new product launches are in a highly crowded shopping mall, or whether there is a store scene that reveals the taste of life, and begin to throw olive branches to what has been called "a new mode of TV shopping", which is called "live goods".

Will direct broadcast save weaving? 　　

01 self rescue and hope

In the early morning of February 19th, Xu Lin drove away from his home in Shandong with a family of four cars to go to Huzhou Zhili.

In the old home for a month, Xu Lin's daily mood can be described in two words - "anxious".

"A lot of goods in the warehouse have not been delivered yet. If we do not rush back the money, we will not be able to repay the loan next month. If this vicious circle goes on, I will have to face bankruptcy this year."

Before the Spring Festival, Xu Lin's live broadcast business was especially good. He and his wife had been broadcast live until two. "How much money you have, hurry up and pay off your old debts and earn more money to replace the big ones." Due to the worry that some of the best sellers will be very busy after the Spring Festival return, he also deliberately saved hundreds of thousands of pieces of goods in the warehouse.

Affected by the epidemic, the roads of the old families were closed, and all personnel were forbidden to enter or leave. Xu Lin's return plan for weaving back was delayed. For a time, he could not find a good solution. He could only "burn" at home every day and wait for "lifting the ban".

"Speaking of which, I really want to thank the state, the epidemic situation can be controlled, and the whole country has lifted the ban one after another, and finally we can go back." Xu Lin gave health certificate to his family and his family in his hometown. The family could not wait to pick up their things and hurriedly drove back to Huzhou Zhili.

Although it is necessary to stay at home for 14 days at home, it does not affect his live selling at home.

Back to the second day after weaving, Xu Lin's live broadcast began.

"From 8 o'clock in the evening to 11 in the evening, 4 hours of live broadcast, can sell ten thousand or twenty thousand yuan, the overall effect is very good." In order to get the money back as soon as possible, Xu Lin deliberately lowered the price of clothes.

"Children do not go out, parents buy clothes for their children will be less, the overall demand for children's clothing will decline, but the physical shop is not open, people in need can only buy online, which also creates opportunities for us to do live broadcast." Xu Lin, who has many years of experience in clothing sales, is very accurate in judging the market.

During the epidemic, many physical retail businesses were seriously affected, while the live fire suddenly brought fire, which brought many opportunities for the development of many enterprises and businesses in advance.

At that time, the weaving shop was not as lively as before, and the workers could not return to the local area on time. Many factories could not start. Eighty percent of local wholesalers are not open.

However, some of the local businesses who did not go home to celebrate the lunar new year, especially those who live with goods, had made a small fortune.

Compared with Yiwu, the development of Zhili is not so fast.

The seeds of direct seeding grow slowly in the local area.

"People who buy children's clothing here usually have a large number of purchases. When we go to live people, we pick and pick each time and pick up dozens of items at once. The owners of stalls do not take any notice of us." In early 2018, after Xu Lin's failure in Shandong, he took his family to Zhili for direct sale in order to find a way out.

At first, he could only sell some cheap clothes to the small traders in the tail market. "Just like" Taobao "," pick up better clothes and sell them to the studio can make more money. " Xu Lin, who had been worth tens of millions of dollars, said that at first, he felt five mixed feelings in weaving.

At that time, the live broadcast was not so large in Zhili, and the direct seeding merchants like Xu Lin were not so popular.

A professional engaged in marketing research of electric business for many years said that although the children's clothing in Zhili is large, the market is only in the domestic market, and the business people's ability to respond is weaker than that in Yiwu. "Yiwu has a large market and a large variety of products, and more importantly, Yiwu's import and export trade, which has led local merchants to receive new information faster than Zhili merchants, and then change business ideas and strategies faster."

However, businessmen are businessmen after all, and even the children's clothing merchants in Zhili are somewhat less sensitive, but they still possess certain basic qualities of commercial olfaction.

With the increasing number of live businesses like Xu Lin, the local owners of the tail cargo market also saw opportunities. Soon, there were signs such as "live broadcast" and "anchor home" in the market of tail goods. These stores sell products that are suitable for live broadcasting.

At the same time, the country's live goods have entered a stage of rapid development.

In March 2019, Amoy list and Taobao live broadcast the report on the development trend of Taobao's live broadcast in 2019. The report shows that in 2018, Taobao's live platform took over 100 billion yuan, up nearly 400% over the same period last year, and created a new 100 billion scale incremental market. After three years of accumulation, more and more industries have been transformed by Taobao live broadcast.

The market in Zhili is also growing slowly in the sequence of live broadcast.

A new seed begins to take root. But what is unexpected is that during the epidemic period, the direct seeding merchants who were often "scorned" became the "Saviour" of the local children's clothing market unintentionally, and grew rapidly into towering trees.

　 02 pain and struggle

Contrary to Xu Lin's return to weaving, the situation faced by some local wholesalers and factories.

"The physical store is not open, the traffic is not smooth, and millions of goods in the warehouse have been sold under pressure." Liao Kai, who runs a children's clothing stalls in the wholesale market of Zhili children's clothing, is helpless.

According to tradition, local children's clothing is basically produced one season in advance. With the increasing demand for children's clothing market over the past two years, some merchants even placed orders for factories in two seasons ahead of schedule.

"That is to say, the clothes in spring this year, in fact, we have produced all of them last winter." Liao Kai said that even if there are clothes for the production of seasonal clothes, it is only a good sale of some good explosions, and the merchant will make a certain amount of replenishment to the factory order.

The change of clothing styles is fast. Many factories and wholesalers will bring some "gambling" quotes into the market.

They will produce many styles in advance, and then put them into the market to test the sales of clothes. "If we sell well, we will continue to produce. If we sell well, we will not produce any more. Then we will go out at a low price and clear up the funds."

But this year's epidemic disrupted their planned business rhythm.

"No matter whether it looks good or not, it can not be sold. Because no one bought it at all. "

Dealers across the country are unable to open their doors, and few people come to the market in Zhili. Liao Kai thought that in order to withdraw some of the funds, he might sell some of the goods at a low price. "These goods will surely be indebted, and they will be more than half the usual price."

A batch of beautiful skirts that can be sold to more than 20 yuan at a time can be sold. Liao Kai bit his teeth and sold them at a price of 10 yuan.

There are thousands of merchants in the children's clothing market in Zhili, and the people who share the same ideas and practices with Liao Kai are in the majority.

"There will be a lot of people going to spring clothes this year, and some of them may be bankrupt." Liao Kai said.

With the effective control of the epidemic, in mid March, the children's clothing wholesalers in Zhili came back to the local area and began to operate normally. About half of the garment enterprises began to resume production.

"We are going to enter the summer immediately. If we do not produce, we will have no goods to sell, but we will just stare at the backlog of spring money, and the money will not fall from the sky." Most of the children's clothing production and processing factories in Zhili are not large, and factories with more than ten workers have already been regarded as enterprises with a certain scale in the locality.

Liu Yan's clothing factory has three floors, the first floor is the storefront, the two floor is the production workshop, and the third floor is the warehouse. Most children's clothing factories are almost the same in the locality.

In the production workshop of the two floor of Liu Yan factory, only two women workers are busy in front of the sewing machine. "Some workers returning home have not returned yet. Many people are worried about the epidemic and want to wait at home. "

Liu Yan could not wait any longer. "Summer clothes must be done well, otherwise, they will have to eat" soil today.

The children's clothing factories in Zhili, like Liu Yan's idea, are full of entanglements and hesitation, but there are no other solutions.

In 2019, live broadcast began to spread widely in Zhili.

Local communities have also joined in promoting the transformation and upgrading of children's clothing industry. "Weaving children's clothing + live broadcast" has become the most important part of the upgrading process. Some large platforms began to support open streaming support for children's clothing in Zhili. MCN agencies began to appear in the locals, and some merchants in the market began to test the live broadcast of the water, and more and more couples like Xu Lin were doing live broadcast.

The basic development of live broadcast has laid the foundation for this live broadcast to save children's clothing. At least some of the spring clothes that Liao Kai and Liu Yan kept in the warehouse were accepted.

A boss in the local stock market has been busy from late to late.

"At this time last year, it was no problem to sell more than a hundred thousand a day, but not at the beginning of this year, but slowly the turnover came up again." The owner of the store said that all the people who came to pick up the goods were "all alike".

"The wind is changing too fast. Who would have thought that the live broadcast could be so powerful that the clothes that could not be transported were sold from the Internet." The owner of this store is busy with "harvest", while feeling the changing trend of the market.

Xu Lin said that before the weaving of children's clothing live broadcast almost in the evening to evening time. "It starts from 4 p.m. to 11 at night." And recently, he found that the local live broadcast has broken the original law of time. "Someone opened the live broadcast early in the morning, and someone went to live in the middle of the night, and there were more and more strange faces in the whole time."

This phenomenon also shows that the number of anchors in weaving is increasing rapidly.

According to local media in Zhejiang, since the outbreak of the outbreak, the children's clothing industry in Zhili has gone through a long and arduous two months.

Due to the poor channel and other reasons, inventory backlog of children's clothing in spring has caused many traditional wholesale enterprises to turn to online sales to seek opportunities. In the direct broadcast hatching base of an industrial park, the sales volume of the agent is up to 15000 per day only through the fast hand platform.

In addition, Zhili merchants, who own offline retail outlets all over the country, have begun draining the offline stores through live broadcasting.

The live broadcast of the children's clothing market in Zhili rekindled again.

　 03 vision and future

At this time, in a small county town in southern Jiangxi, a mother and baby shop owner named Lu Nan is busy transferring her own store outside. Her junior high school student in Zhili is helping her three family find a house.

"It is said that the clothes in Zhili are very cheap, and the freight rates are not high. Many people live there to sell children's clothing and earn a lot of money. I have sold children's clothing myself, and I have experience and look back. If I go there to do direct selling clothes, I should sell well. Not moving, the heart was far away. Lu Nan's imagination seemed to have seen her own future wealth.

Lu Nan opened a mother and baby store in a small town in southeastern Jiangxi, where her husband worked in a local factory. The only 6 year old daughter is in the local kindergarten. In recent years, a family of three small days has been very calm. According to her own feelings, she didn't earn much money, but it was also a good deal.

The sudden arrival of the new crown outbreak this year has led to her mother and baby shop being closed for nearly two months, and the factory where her husband worked has been suspended for a long time. Although there are still some savings on hand to support life, the epidemic still gives her a strong sense of crisis in her life.

"If one day a big thing happens at home, you will need money to support it." The anxiety of Lunnan prompted her to keep asking and looking for opportunities to earn money after that period of time.

In the early February, on the day of the two dragon rising, Lu Nan later learned about the situation in Zhili Town, Huzhou, Zhejiang.

"My classmate opened a restaurant there and did a good job before." Lu Nan knows that although weaving is a small town, it is China's largest production base for small and medium-sized children, where tens of thousands of garment manufacturers are gathered. Perhaps her own clothes in the shop may be there.

In addition to the local low price and rich children's clothing resources, another attraction for her is the child mold work for her daughter.

"My husband and I are not very educated, nor do we expect their daughters to become top students. If you cultivate her art cells from childhood, how much money you earn, and then grow up as a model, maybe you can marry a good family. Lu Nan, who grew up in the countryside, envied people living in the city's spotlight. She felt that going to weaving seemed to give her daughter an opportunity.

Although the parents did not quite agree with their three families going out for a fight, the old people had to nod their heads in order to get rid of the stubbornness of Lu Nan.

Actually, Lu Nan did not know that there were many others who shared the same idea with her.

The photographer, who was engaged in children's mold shooting in Zhili, recently received many phone calls from him about Tong mo. "I usually send pictures to each other first. If not, we will direct them not to come." A five years in weaving, he has been a child model photographer, and sometimes he plays the role of "Tong Mo brokers".

Nowadays, he has become a father. When he is engaged in this job, he feels somewhat frustrated. "A lot of people think of this job as too good to understand the actual situation."

Ah Zheng said, "there are many local children's clothing enterprises, and there are many new styles in every season. Sometimes the busy kids are turning around, and the children who can earn money do not say that they earn one million a year. Ah Zheng said, but this situation is not the opportunity for every child who comes to Zhili.

"Now there are a lot of new summer dresses in the weaving, a large number of children's models are needed, some of them are taken from early to late, tired to finally fall asleep." Zheng said, this is the demand of the market, and also the fate of many children.

"There are many choices in life, but for children, they have to choose more or less depending on their parents." Ah Zheng said that fish and bear's paws should not be taken together. The children did earn money during this period, but the kind of childhood that should belong to him is gone.

"Life is like this. Sometimes, it's not what you want to do. Where there is gain, there is loss. After finishing two cigarettes, he hung up the phone and ran to the photo base to continue taking pictures.

There are all kinds of filming scenes, streets in Japanese cities, Provence style aristocratic buildings, dreamy bedrooms, bars with colorful lights. The children dressed in bright clothes and skillfully transformed all kinds of POSS under the flash.

Some people say that direct broadcast can save the market of Zhili, and can also change the way children mold. "Recently, there are a group of dwarf groups in their weaving. Their special figure can demonstrate children's clothing."

But some people say that children's clothes wear on the child's body will have the kind of natural "human touch", no role can not be replaced.

"Fortunately, the live broadcasting platform prohibits children from being the anchor, otherwise the scale of children's models will expand again here."

Weaving dream, live dream or child dream, many people follow the footsteps of wealth to come here.

According to local media in Zhejiang, in the late 70s of the last century, the Zhili people, who dares to rush and dare to fight, began to embroider pillowcases and children's clothing with the east wind of reform and opening up. In the past 40 years, the "Bian Bian Street", which was sold by the first generation of entrepreneurs, has become a central town with an area of 25 square kilometers.

Nowadays, there are more than 1.5 children's clothing enterprises in Zhili, with 450 thousand people, and the population density is 3 times that of Hangzhou's main urban area. It is worth mentioning that 350 thousand of the 450 thousand people in Zhili belong to the floating population.

Each of them can become Luo Yonghao in weaving.