The "military coat", which was once mostly used on the construction site, suddenly entered the public eye this year. The tide of "military coats" took the lead in sweeping college campuses, and live broadcast e-commerce companies have hung out sales links.
There is an extra express packaging line
More than 1,000 pieces of goods are distributed a day
"My father never imagined in his life that his clothes could be sold to college students. Zhang Ping (pseudonym) didn't expect that his own labor protection clothing production factory, which has always been unpopular, would one day have Internet celebrities come to them to bring goods.
Zhang Ping's family is in Hebei, and his family's small labor protection garment processing factory has been open for decades. Since September every year, the demand for some winter labor protection clothing such as military coats and jackets has increased, and distributors around the country have begun to order in large quantities. They produce according to orders, find logistics and distribute goods, and then transport them to all parts of the country by large trucks.
At the beginning of November, there were e-commerce private messages from Zhang Ping in the background of Douyin, asking if he could wholesale military coats. "A few are going to take dozens of pieces to sell, and most of them are e-commerce companies asking us if we can do 'dropshipping'. ”
It was also from around November that the "military coat" wind swept the university campus. A group of boys walked around the campus in dark green, thick military coats that were slightly bulky, and this kind of outfit was "out of place" with their surroundings, and this became the new fashion. "It's not that you can't afford a down jacket, but that a military coat is more cost-effective", the short video part of related topics has more than one million likes and more than 10,000 comments.
"Dropshipping" is mainly for online stores with supply needs, through the form of delivery from the source manufacturer, reduce logistics costs, so as to get more profits. Zhang Ping said that now they mainly sell to online stores.
"At present, there are 6 or 7 e-commerce companies looking for us. Zhang Ping said that in the past, there were also scattered orders, such as the construction site or the school contacted us to order dozens of pieces, and we also sent them away for logistics, but the "one-piece delivery" express delivery, their factory was the first time to do it.
Most of the factory workers are middle-aged or elderly aunts, "In the past, everyone was '9 to 5', and at most there was an order for a certain order, and someone needed to work overtime on the production line. But now people have to work overtime to deliver goods almost every day, some people register, some people pack, and some people label, which is equivalent to saying that there is another production line. Zhang Ping said that in the short video he shared, there were still people doing the work of packing bags at 8 o'clock in the evening.
Another "Shuangxing Labor Insurance" manufacturer said that their factory is now in a state of selling out. "There is no inventory, it is all produced and distributed, and there are a few busiest days in November, when more than 1,000 pieces are basically sent away in a day. In the past two days, the order volume has decreased, about 500 pieces a day. "It is mainly sent to the northeast region, but also to Shandong, Henan and other places, and the order quantity in the south is very small.
"The express delivery is 8-9 yuan, which can be sent to the whole country. The manufacturer said that the price of taking the goods from their house is between 45-70 yuan, some are Deka cotton, some are thickened, and the inside and outside are also waterproof. "Being able to make a little more money than wholesale in large quantities is an additional outlet for us. ”
Some factories started live broadcasting
At present, the production line will not be blindly expanded
A background cloth, a man and a woman wearing a military coat live broadcast 24 hours a day, while in the backstage store, there are only two different types of military coats. The reporter noticed that since the "military coat" became popular, military coats have risen on many live broadcast platforms, some are clothing e-commerce, and more are newly created new accounts that specialize in selling military coats.
According to multiple shopping platforms, the reporter found that the sales volume of military coats in many online stores are more than 10,000+, and the price ranges from 50 to 100 yuan.
Offline, according to media reports, the sales of military coats in some urban labor insurance stores have also increased significantly. In Jinan, the sales of military coats are not hot. The reporter visited the Jinan labor insurance market and some hardware stores, and did not find college students who came to buy military coats. Most merchants said that there are not many young people, especially students, who come to buy, "Recently, military coats are really popular, but everyone is shopping online." A labor insurance shop owner said.
Zhang Ping also tried to open two live broadcasts, with the production line of the military coat in the background, explaining the raw materials and production process of the military coat for everyone. "A few days ago, the north cooled down, and at most more than 200 pieces were sold a day, and only about 100 pieces were packed in the evening, which was too laborious. Zhang Ping said, "I still have to rely on professional people like e-commerce to do professional work." ”
As for how long this "military coat" wind will blow and whether it will continue to be popular, Zhang Ping said, "It's hard to judge." In his opinion, military coats are not like cotton clothes and down jackets, and have not yet become the "necessities" of ordinary people's winter life.
"Hebei is the country's largest production base of canvas gloves, work clothes and other labor protection products. There are too many factories doing this, and we have the ability to respond to the demand for large orders. Zhang Ping said, "At present, it seems that we can still cope with these orders, but we need to increase some manpower in packaging and delivery, and we will not blindly expand the production line for the time being." ”
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