Yaojiapo Village Has Been Making Autumn Trousers For 43 Years, And Has Sold More Than 60 Million Pairs Of Autumn Trousers A Year

"If you don't wear autumn pants, you'll become a cold leg when you get old."

With the coming of winter, autumn pants have become yyds in my mother's heart. The story of "there is a kind of cold makes your mother feel cold" has also taken advantage of the cold current, and has been involved in thousands of households. However, this story has stopped in a certain place in Shandong Province.

They believe in "there is a kind of cold that makes us feel cold" more than your mother thinks you are cold

In Taian, Shandong Province, the villagers of yaojiapo mainly live on autumn trousers. On average, one household in every three households is engaged in the production of autumn trousers, with an annual output of more than 60 million pieces. Add up the length of these pants, enough to go around the earth.

Yaojiapo village has also become a veritable "Qiuku village".

They want you to wear pants more than your mother, and one of the pants you are wearing may come from this village.

　　 Annual output of over 60 million pairs of autumn trousers in 2001

Only 100 million?

For yaojiapo people, Qiuku bears the development history of this small village.

Located at the foot of Mount Tai, yaojiapo people have been working hard on autumn pants for 43 years. They have produced countless autumn trousers, and have already found their way to survive. But as early as 30 years ago, Yaojia village, which had not yet grasped the autumn trousers, was really a "poor nest".

There is a miracle in the poor village.

More than 70 years ago, in order to make a living, the poor older generation exerted their sewing and mending skills to the utmost. They buy leftover materials from the surrounding clothing factories, rely on the spinning wheel, and gradually re cut the fragmentary cloth into clothes.

At that time, yaojiapo village was still a small place for no one to pay attention to. The older generation, carrying the burden, crossed the Wenhe River southward and arrived in Laiwu to sell their clothes to the surrounding towns and counties.

Relying on a burden, Yao Jiapo's clothes also went into places large and small.

The older generation who started from the silk industry, relying on that spinning wheel, also transformed Yao Jiapo from a "poor nest" into a well-known "weaving nest". By 1978, every family had already made clothes in the village. With the rise of knitting industry in the village, there is also the mechanization of knitting processing.

Later, Yao Jiapo, who was the first to realize that mass production was the way out, bought textile machines one after another after being electrified. From the traditional hand sewing machine to the motor sewing machine, and then to the sewing machine, yaojiapo's knitting industry has gradually moved towards mechanization.

And the old spinning wheel that was shelved has become a witness of this wave of history.

Under the mechanization, yaojiapo Village knitting hot, the villagers' pockets are also bulging.

Gradually, the fabrics they used shifted from leftovers to better quality and larger areas, from traditional clothing to autumn pants.

The style of autumn trousers is simple and easy to operate, which is more suitable for the elderly in yaojiapo. As a result, Yao Jiapo people have been keeping an eye on the trousers for 43 years.

From the initial Tai'an market, Jinan west market, to now all over the country, and even exported to Kyrgyzstan, India, Russia and other foreign markets, yaojiapo's business is getting better and better.

At present, it takes only three minutes to produce a pair of autumn trousers in yaoanpo village, with an annual output of more than 60 million. As soon as winter comes, the autumn pants produced in the first three quarters will be sold out.

However, it is worth noting that even if the annual sales of more than 60 million pieces, Yao Jiapo's annual sales of autumn pants is only more than 100 million yuan?

The most common problem in Qiuku village is that it sells too much and the profit is not high.

　　 02 no brand

Went to Antarctica to buy pants?

Even if the trousers were sold, Yao Jiapo was still depressed. This is not surprising, compared with other autumn pants businesses, Yao Jiapo's autumn pants really earn too little.

As the upstream supply side, yaojiapo trousers mainly rely on small profits and high sales. The wholesale price of a pair of autumn trousers is about 3 ~ 4 yuan, and the gross profit rate of commodities is not high, so it can only make profits by volume.

But the same pair of autumn pants can be sold for 10 yuan, 20 yuan, or even higher price after being labeled and packaged after being purchased by Webstar anchor and brand side.

By comparison, Yao Jiapo people have a sense of crisis.

In contrast, the southerners, who also started off with warm underwear, now make an annual income of 4 billion by selling tags. Yaojiapo people have gradually identified their own defect - brand awareness.

In 1997, Zhang Yuxiang, who had a good eye on the thermal underwear market, founded the Antarctica.

Even if the turnover reached 100 million yuan in four months and 1 billion yuan in seven years, the Antarctic, who set up the myth of the industry, also suffered a setback in the 2008 financial crisis.

With rising labor prices and the lack of thermal underwear, Antarctica is in danger. At this time, Zhang Yuxiang made a bold decision: shut down the factory.

After the closure of the factory, the southerners completely sold the tags, and then began to step into the e-commerce field, making waves in the field of e-commerce.

According to the financial report in 2020, there are 1612 cooperative suppliers, 6079 cooperative distributors and 7337 authorized stores in Antarctica, with revenue of 4.1 billion yuan and net profit of 1.1 billion yuan.

According to aiqicha, the company registered 1766 trademark information, and some of the non "Antarctic" trademarks also gained a certain share in the market.

And all these achievements, become in the brand.

Of course, we don't encourage Yao Jiapo people to go back to the old way of Antarctica by selling tags in the later period (if we can realize the brand), but it is a good way to build a brand for the autumn pants, which are faced with the same single category and consumer dilemma as the thermal underwear, and have small profits and high sales.

In fact, in recent years, some people in yaojiapo have realized the importance of brand. They tried to establish a brand of autumn trousers belonging to yaojiapo, but the response has been flat.

This is related to yaojiapo's traditional knitting industry. From the beginning of knitting, Yao Jiapo has always been a family small workshop business model. Decentralization and individualization are the characteristics of this village. The so-called "autumn pants industry group" has only been implemented in recent two years.

In addition, most of Yao Jiapo's autumn trousers processing are middle-aged and elderly people. Their goal is to earn pocket money. Obviously, they do not have much enthusiasm and motivation for the blueprint of establishing an exclusive brand.

More often, Yao Jiapo people still bet on the e-commerce channel.

　　 03 envious E-commerce

Can we become the next Cao county?

The dividend of e-commerce is obvious to yaojiapo people.

Because such a story, in the same Shandong "little guy" Cao County, is playing hot. In contrast, Yao Jiapo people are just bystanders.

Some people say that the popularity of Cao county is purely accidental. After all, it is accidental that the slogan "prefer a bed in Caoxian County, Shandong Province, to a suite in Shanghai" has become popular on the Internet.

However, it is inevitable for Cao county to become popular, which is just the difference between early and late. The power of e-commerce has broken through bamboo. With the dividend of e-commerce, Cao county has become a real "Taobao village".

According to the data of top 10 Taobao village clusters in China by Ali Research Institute in 2019, Cao county becomes the second largest Taobao village cluster in China after Yiwu, with a total of 124 Taobao villages.

Most of the people here are engaged in e-commerce, doing large and small wooden and clothing business.

According to statistics, the online sales of performance costumes and wooden products in Caoxian account for 70% and 40% of that of tmall and Taobao platforms respectively, and the latter accounts for 12% of the cross-border e-commerce sales of Chinese wooden products at Alibaba international station.

Especially in recent years, Caoxian has become the largest Hanfu base in China.

According to statistics, there are more than 2000 Hanfu and upstream and downstream related enterprises in Caoxian county. In 2019, there are 286 Hanfu enterprises in Daji town of Caoxian county.

The people of Caoxian like e-commerce, and e-commerce has really lived up to them. In 2019, the transaction volume of Caoxian e-commerce is 51.6 billion yuan, and the sales volume exceeds 19.8 billion yuan.

　　 So popular Cao County, is it really just an accident?

As the professor of School of economics of Beijing business and Technology University analyzes: some Taobao villages have industries at the beginning. To develop e-commerce, they not only promote the development of the original industry, but also give the industry golden wings.

Caoxian is exactly the case.

Before the development of e-commerce, whether it is forest processing or clothing manufacturing, Caoxian has already formed a whole industrial chain of design, production and sales. It is such an industrial system that it is lucky to have wings.

　　 It is not so much that the network has brought fire to Caoxian, but rather that Caoxian has just grasped e-commerce.

In contrast, Yao Jiapo's decentralized individual management has been difficult to form a standardized industrial group, but also missed many opportunities. Some villagers have said that when Yao Jiapo's autumn trousers were not standardized, industrialized and scaled up in the process of foreign trade, they were eliminated in the net weight.

Nowadays, yaojiapo people who intend to embark on the road of e-commerce can learn from Cao County as a good strategy.

　　 First of all, we should break the original individual management and make the trousers industrialized, large-scale and standardized.

Yaojiapo people have realized this. In recent two years, yaojiapo village plans to build a 60000 square meter knitting industrial processing park and sales Park, thus forming a real autumn pants industry group.

　　 Secondly, improve the logistics channel. According to local villagers, Yao Jiapo's autumn trousers often take two days to leave Shandong during express delivery.

The inconvenience caused by logistics has greatly affected the layout of e-commerce. Therefore, the configuration of high-speed logistics is indispensable to build a good e-commerce system.

　　 Finally, further expand new categories.

Obviously, in order to take a longer-term Road, yaojiapo people need to open up new categories in addition to autumn pants, which is not only to increase income, but also to give Yao Jiapo brand a new opportunity.

After all, not everyone will put on their pants. Yao Jiapo people need to teach young people new ways to feel the safety of wearing autumn trousers into socks.