Chao News client reporter He Sheng correspondent Cai Feng Hu Zhixiang
Chao News reporter He Sheng, correspondent Cai Feng, Hu Zhixiang
After the reform and opening up, like most southeast coastal towns, under the superposition of multiple factors such as institutional advantages and demographic dividends, Tonglu has formed a block-shaped economy dominated by traditional industries such as knitting and pen making, and has become a non-negligible existence in the economic development of China's counties.
40 years later, even though the county is facing a major change in the industrial track, the role of traditional industries in enriching the people's income cannot be ignored. Following the important instructions of "becoming bigger and stronger, strengthening characteristics, expanding space, and urban-rural linkage", on the one hand, focusing on the primary task of high-quality development, and on the other hand, there is an urgent need to promote common prosperity.
Science and technology innovation "seedlings" to promote the development of industrial "sprouts"
The origin and development of water-splitting pens is a story of opportunity and inspiration. In recent years, the quantitative and qualitative changes in this industry have been caused by a ball with a diameter of 0.25mm.
The ball is the "ball" on the tip of the ballpoint pen, and the diameter is generally 0.25mm-1.4mm. After writing with a pen, the ball has to be rolled more than 100,000 times, bearing the friction caused by different writing angles.
When China has an annual output of 40 billion ballpoint pens, the research and development of balls is still trapped in "import dependence", which shows the high technical content. Before 2016, Fenshui Town already had a relatively complete pen-making industry chain, but the key link - the manufacturing and production of balls - was still blank.
Hangzhou Dingshen New Material Technology Co., Ltd. landed in Fenshui Town, which is to solve the "dilemma of ball beads". Wu Yakun, the company's technical leader, said that the core competition of ball beads lies in the precise mixing of twenty or thirty kinds of raw material formulas, and the formula is completely independently developed by the enterprise and cannot be imitated.
In the finished product testing room of Dingshen New Materials, the dense balls are placed on a slightly shaky plate, and the beads slowly roll down from the plate - only the balls with round shape and smooth surface can roll on the surface of the plate, and enter the next testing process according to the "established route".
"Who said China can't make ballpoint pen balls. Zhao Yi, the general manager of the company, said that we produce 20 billion balls a year and sell them all over the world. At present, the ballpoint pen balls produced by Dingshen have accounted for half of the global market share, and it is also the only enterprise in China that can produce titanium carbide balls.
Drive on Provincial Highway 302, which is not only the main traffic artery of the water, but also the artery of the water-sharing economy, scattered along the line of nearly 900 pen-making and supporting enterprises, more than 8 billion pens are transported to the hands of global users every year. At present, in addition to ink raw materials, the whole industry chain of a pen can be completed in Fenshui Town, and the added value of local pen enterprises has been greatly improved.
With the application and promotion of digital technology, traditional industries are gradually moving towards the stage of "seeking benefits from digital intelligence".
Seize two markets: domestic live broadcast + cross-border e-commerce
"Hengcun Knitting" is mainly OEM processing, and has always been one of the "main forces" of Tonglu's foreign trade, but in the face of the rise of Southeast Asia's manufacturing industry and the increasing maturity of the industrial chain, the pressure on traditional enterprises continues to increase due to the impact of the three-year epidemic.
At the time of the epidemic, the central government proposed "domestic circulation" and "domestic and international dual circulation". Keeping up with the wind, knitting companies have withdrawn some of their strength to transfer the market to China. "Touching the Internet" live broadcast has become the best choice nowadays. Live e-commerce, which started in 2016, has also entered the acceleration track since 2020.
After testing the water for a period of time, many drawbacks such as single products, low added value, and few brands began to be exposed. Some companies lamented that they did live broadcasts, but the effect was not good, and even the number of viewers in the live broadcast room was no more than 100.
Without the intervention of professional guidance, the cost of trial and error will increase significantly. The rise and development of live broadcasting and the removal of bottlenecks require the intervention of government services. To this end, Tonglu County has upgraded and optimized the county e-commerce public service center, established and improved 3 township-level e-commerce public service centers and 40 village-level e-commerce public service sites to achieve full coverage of county-level e-commerce services;
With the agglomeration and reshaping of "talents", "platforms" and "services", Tonglu has gradually explored the "Tonglu experience" of live broadcast e-commerce. According to incomplete statistics, there are more than 30 knitting enterprises that have carried out live broadcasting, with sales of more than 50 million yuan in the past six months.
"We're now on the air every night from 8 to 11 p.m., and our sales have more than doubled compared to before. Wu Yaping, head of Hangzhou Xinhan E-commerce Co., Ltd., which is rooted in Hengcun, said that all sales in the factory are currently transferred online.
In the second half of 2015, smelling the "breath" of cross-border e-commerce, Zhou Jianqin, the person in charge of Tonglu Baxter Stationery Co., Ltd., gradually extended the sales channel to the Amazon e-commerce platform, and shipped more than 6 million pieces in a month, and the sales volume increased by more than 20%. In 2020, the "stay-at-home economy" detonated pen sales, and 80% of pen varieties were bought out as soon as they were put on the cross-border e-commerce platform. In 2021, Baxter Culture's platform sales will exceed 100 million in one fell swoop.
Tonglu Zhenghua Stationery Co., Ltd. opened the business of Amazon shopping platform in 2017 and officially entered the field of cross-border e-commerce. At the beginning of this year, the company created an overseas brand, "planted grass" on overseas social media to attract traffic, and will also open an overseas Douyin e-commerce live broadcast to directly face overseas stationery merchants and wholesalers, etc., to open new sales channels and expand new orders.
Shape the image of high-quality industry and start the popularity of "made in Tonglu".
Where does the order for water-based pens come from-Chenguang and Deli are the leaders of the stationery industry. But what brand is the "water divider"? I can't call it.
The 9th China Pen Industry Expo opened a few days ago, and what attracted much attention was that the regional brand of water-splitting pens named "Qiaohe" was officially released. The brand is guided by the government, led by the association, and jointly operated by enterprises, which will give full play to the advantages of industrial clusters, guide the brand development of local enterprises, reshape the image of high-quality industries, and enhance the popularity and reputation of water-splitting pens.
Luo Kai, general manager of Zhejiang Fenshui Stationery Co., Ltd., who is responsible for the operation of the regional brand, told reporters that the first batch of 1,000 boxes of five functional pens have been sold out, and the additional 9,000 boxes have also been processed.
Although the building of regional brands is still in its infancy, many enterprises have stepped out of the "wide world" of development.
In Tonglu Osai pen industry, a pen also has a new way to play: there is a pen specially designed to train the fingers to turn the pen flexibly, it gives the pen a circle, counting, timing and speed display and other modern functions; there is a decompression pen, the pen head is set with a ball, in the non-stop rotation, to relieve the mood; there are many pens that integrate jewelry, toys, cartoons, animation and intelligence and other elements, with a new texture to show the user. The licensed commodities of the Hangzhou Asian Games jointly developed by the joint R&D center of industrial design jointly built by Ousai and Zhejiang University of Technology have achieved mass production and put into the market, with a sales output value of more than 5,000 yuan.
The "water pen" also appeared in large-scale conferences and activities such as the G20, the 5th World Hangzhou Entrepreneurs Conference, and the 2nd Global Digital Trade Expo. It is not a pen of morning light, it is not a powerful pen, and the pen case is printed with a bright word: divide water.
In Hengcun Town, Yukai Apparel reached an industry-university-research cooperation with Donghua University, and released the "LAGET OM" children's clothing brand positioned in the middle and high-end, enriching the product category and improving market competitiveness.
Looking at the entire Hengcun Town, many industries are seeking to break the situation. At present, 9 industrial enterprises in the town have established scientific and technological cooperation relations with 6 domestic universities and scientific research institutes such as Donghua University, Zhejiang University, Zhejiang Sci-Tech University, etc., including cashmere clothing brand establishment and product design, freeze-dried fruit series products, plant-derived food raw materials (honey, tea) active ingredient function and other research and technical cooperation, and also cultivated well-known brands with independent intellectual property rights such as Vikaf, Needle Show, Spring Silk Bud, etc., and continued to enhance the independent innovation ability and comprehensive competitiveness of traditional industrial enterprises in Hengcun Town.
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