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"From three to seven to seven to three." Hong Jingxin, general manager of Fujian Jinjiang Trumpet Hand Apparel Co., Ltd., introduced the change in the proportion of domestic and foreign trade orders of the company, "In recent years, the two figures have been reversed. In the past, most of them dealt with letters of credit and exchange rates, but now they have begun to study after-sales and e-commerce live broadcasts. ”
Yinglin Town, Jinjiang City, Fujian Province, where the trumpeter is located, is known as the "Famous Town in Swimwear". Yinglin Town, with an area of less than 30 square kilometers, is distributed with more than 200 swimwear enterprises of large and small sizes, with an annual output value of more than 20 billion yuan. In the industry, there is such a saying: for every 100 swimwear pieces in the world, 30 pieces come from Jinjiang, of which more than two-thirds come from Yinglin.
At one time, more than 98% of Yinglin's swimwear was exported overseas. However, when the new crown pneumonia epidemic swept the world and the demand for foreign trade in swimwear shrank sharply, the small town industry with high dependence on foreign countries encountered difficulties in poor transportation and sharp decline in orders. According to a survey by the Jinjiang Swimwear Industry Association, the epidemic has led to a total of about 14.52 million orders cancelled by 61 local enterprises.
Foreign trade has been impacted, but some local enterprises have survived safely. Analyzing the reasons, Hong Jingxin believes that some enterprises have long set their sights on the domestic market with rapid recovery and great potential. "With the continuous improvement of people's living standards, the continuous upgrading of residents' consumption structure, and changes in lifestyles, the domestic market is getting hotter and hotter."
"The domestic market has a demand growth rate of 10% to 20% per year, and the proportion of the company's foreign trade business is expected to drop from about 80% to the current 70% in the future." Hong Jianku, chairman of Jinjiang Colorful Fox Swimwear Group, has the same feeling.
Aware that the domestic market cake is getting bigger and bigger, how to produce products recognized by domestic consumers, and gain a foothold in the fiercely competitive domestic market, enterprises are also facing huge challenges.
The domestic product fever has boosted the Yinglin swimwear industry to enter the domestic market. Hong Jinzhong, director of the Yinglin Town Economic Development Service Center, said that in recent years, Yinglin swimwear companies have cooperated with local footwear brands in Jinjiang such as ANTA, Xtep and 361 Degrees, and have achieved good results by leveraging their strength to open up the situation. "At present, some head swimwear companies have found a transformation path in practice: through brand operation and e-commerce model, improve their bargaining power; through categories and layout extensions, enhance product technology content; aim at the rising demand for sports and fitness in China, launch yoga clothes, diving suits and other products."
In the exhibition hall of Jinjiang Trumpet Hand Clothing Co., Ltd., the staff is displaying the Little Yellow Duck series of swimsuits. Photo by Xinhua News Agency reporter Guo Xi
Walking into the joint store launched by the trumpeter clothing and the well-known IP Little Yellow Duck, the image of the "cute duck" with round eyes and flat mouth is particularly cute, which has captured the hearts of many consumers. Hong Jingxin said that on the e-commerce platform, the joint purchase rate of the joint model exceeds 2, which means that consumers enter the store to buy more than one swimsuit, but also buy swimming goggles, swimming rings and other peripheral products.
Through the joint name, the domestic market share of the trumpeter continues to expand. Different from the traditional FOUNDRY model, the trumpeter is responsible for the management of product development to the sales end in cooperation, and the autonomy is greatly improved. At present, the annual turnover of the Little Yellow Duck series is nearly 80 million yuan.
Chinese consumers no longer value "whether there is or not", but to choose "good or bad". In order to keep up with the latest consumer demand in the domestic market, Yinglin's swimwear companies start from fabrics and continuously increase the technological content of products. The trumpeter invests about 6 million yuan in R&D costs every year, accounting for about 5% of R&D. Colorful fox launched multi-functional fabrics, and the coolness, antibacterial, odorproof, sunscreen, warmth and other fabrics in the exhibition hall were dazzling.
At Jinjiang Hongxing Garment Weaving Co., Ltd., workers inspect the stitching details of wetsuits. Photo by Xinhua News Agency reporter Guo Xi
In the factory workshop of swimwear enterprises in Yinglin Town, the production of surf suits, diving suits, cycling pants and yoga clothes with higher profit margins is also in full swing. Li Jianxing, general manager of Jinjiang Hongxing Clothing and Weaving Co., Ltd., said: "With the acceleration of domestic consumption upgrading, the demand for personalized and diversified consumption continues to grow. Surfwear, yoga clothes and other products are similar to the production machine, stretch fabric and swimsuit, and the sales channel has increased significantly in recent years. ”
Hong Zifeng, secretary general of the Jinjiang Swimwear Industry Association, said that in the past, the association often organized enterprises to study in large foreign trade companies, and in the past two years, member companies have become more and more demanding for cross-border e-commerce, live broadcasting and other new learning resources. Although the swimwear industry in Yinglin Town is still mainly exported, it is believed that with the continuous improvement of domestic market activity and demand, the local swimwear industry has a broader world.
Planner: Wu Huanqing
Coordinator: Liu Zheng
Text reporters: Pang Mengxia, Wu Jianfeng
Editor: Liu Yangyang
Video reporter: Guo Xi