"Hometown Of China'S Textile Industry", Becoming A New Highland Of Online Textile

"Hand washing does not fade, machine washing does not pick up the ball, just go to the store counter, this kind of towel and quilt will cost seven or eight hundred yuan..." At 10 a.m., in a live studio of Hebei Gaoyang Bangchen Entrepreneurship Counseling Base, the live broadcast personnel were working hard to shout.

"There are more than 30 such live broadcast booths in the Bangchen Entrepreneurship Training Base, which are broadcast irregularly every day," said Niu Dongbo, the manager of the live broadcast base.

The picture shows the live broadcast staff selling towels and quilts in the live broadcast room. Photographed by Li Taiyuan

Gaoyang County is the "hometown of China's textile industry". In recent years, Gaoyang textile industry has risen rapidly under the tide of e-commerce. Now it has four Taobao villages and towns, more than 1000 e-commerce enterprises, and more than 10000 e-commerce stores, becoming the "new highland" of online textile industry.

　　 Why does e-commerce become the "growth pole" of Gaoyang textile sales

Official data shows that in 2023, Gaoyang County will have 254.8391 million pieces of express business, a year-on-year increase of 51.12%, ranking first in the city and second in the province. From January to July 2024, Gaoyang County's express delivery business volume will reach 190 million, with a year-on-year growth of 43.39%, maintaining a dominant position.

Gaoyang's unique advantages are indispensable to its success in electricity business. The local textile industry has a long history, a large scale, and a complete industrial chain. After the reform and opening up, a number of representative enterprises have emerged, including Sanli Group.

Recently, the reporter walked into the e-commerce storage center of Sanli Towel Factory, and everything was going on in an orderly manner. With the application of intelligent sorting system, the secondary sorting, recheck and other processes have been completed by the equipment.

"This has greatly improved the work efficiency. At present, our daily average delivery is about 20000 to 30000 orders, and the number of orders will be higher in peak seasons." Niu Jinjun, head of the Sanli Towel Planning and Dispatching Center, said.

The picture shows workers working in the e-commerce storage center of Sanli Towel Factory. Photographed by Xie Yiguan

In 2008, Sanli Towels became the first batch of self operated businesses on an e-commerce platform. After focusing on e-commerce in 2014, it has become the top brand in the category of e-commerce home textiles.

Sanli towel is just a microcosm of the rapid development of Gaoyang e-commerce. Over the years, Gaoyang has made great efforts to develop e-commerce, organized to participate in online "China Gaoyang Towel Festival", "President with Goods", "County Chief with Goods", etc., to help enterprises open online sales channels and compete for orders.

At present, on major e-commerce platforms, Gaoyang has more than 2000 enterprises participating in the "live broadcast", and the annual online transaction volume of the textile industry has reached 5 billion yuan.

In recent years, the establishment of a number of entrepreneurial coaching bases has trained a large number of e-commerce talents, enabling Gaoyang e-commerce to get rid of the "grass team" and achieve rapid and good development.

During the communication with reporters, Niu Dongbo mentioned a name, Yan Liqiang. "After attending the entrepreneurship training, he came up with the idea of entrepreneurship. At the beginning, he did not understand anything. With the one-on-one support provided by the Banchen base, he created his own brand, and successfully sold the explosive products through live streaming, and ranked first in the hot sales list of a platform newcomer."

　　 Make up for the weakness of going to sea, and textile enterprises can set sail

Thanks to the industrial chain and cost advantages, Gaoyang Textile has become a force that cannot be ignored in the domestic e-commerce industry. Little is known that cross-border trade is also the advantage of textile enterprises in Gaoyang County.

For a long time, Gaoyang has a high degree of economic extroversion, and its foreign trade imports and exports have maintained a good momentum of development. In 2010, it was recognized as the first batch of provincial foreign trade transformation demonstration bases. From January to March this year, Gaoyang County exported 481 million yuan of textile raw materials and textile products, accounting for 93% of the total exports.

The picture shows the workers handling the goods to be exported. Photographed by Xie Yiguan

At present, the market competition is fierce, and the profits of textile enterprises have been rapidly diluted. As Liu Hong, the president of Gaoyang County E-commerce Association, said, the biggest pain point of Gaoyang County's e-commerce business is that there are many low-cost products, and the brand premium ability is weak.

In Liu Hong's view, based on this, in addition to improving design and R&D capabilities and adopting differentiation strategies, another development direction is cross-border e-commerce.

However, according to her observation, although Gaoyang has advantages in goods and supply chain in cross-border e-commerce, it lacks professional operation talents and channels, which also becomes the weakness of enterprises' "going to sea".

"We are doing a lot of useful exploration in this area." Hu Changlu, director of Gaoyang County Bureau of Science, Technology and Industrial Informatization, told reporters that on the one hand, we have docked some overseas sales channels to cultivate cross-border e-commerce talents; On the other hand, it also cooperates with cross-border e-commerce in Shenzhen. In addition, we are also vigorously developing overseas warehouses to reduce enterprise logistics costs.

In terms of expanding overseas sales channels, Gaoyang County also actively organized enterprises to participate in the exhibition, which not only enhanced the popularity and influence of Gaoyang Textile, but also stimulated enterprises to improve product quality and produce diversified products.

Consolidate traditional markets and expand emerging markets. In recent years, Gaoyang textile enterprises in the process of transformation and upgrading have realized the magnificent transformation of traditional manufacturing industry by taking online sales as the driving force.

(Source: China News Network)