With the coming of the New Year, the textile and clothing markets in various places are gradually becoming more lively. With the optimization and adjustment of epidemic prevention and control policies and the launch of measures to promote domestic demand in various places, textile and clothing consumption has shown the vitality and potential of recovery.
Seize the “golden period” before the festival
On January 5, JD.com’s new department store released consumption data on hot categories for the 2023 Goods Festival. From 8 pm on December 29, 2022 to the time of data release, JD.com’s new department store New Year’s red and Year of the Rabbit zodiac products continued to show strong consumption power, and clothing and apparel such as down jackets, sweaters, and sweatshirts have also become the best-selling categories.
Coincidentally, at the 2023 Tmall New Year Shopping Festival, which ended on January 4, clothing and home furnishing brands also ranked at the top of the sales list. Down jackets performed well, with five down jacket brands among the top ten sales of women’s clothing.
During the New Year’s Day holiday, many places across the country carried out online and offline consumption promotion activities. Among them, the warm clothing category and new trend categories all performed well.
Data released by the Shanghai Municipal Commerce Commission shows that in the two days before the New Year’s Day holiday, Shanghai generated a total of 22.99 billion yuan in online and offline consumption. Among them, offline consumption amounted to 12.01 billion yuan, a month-on-month increase of 5.6%; online consumption amounted to 10.98 billion yuan, a year-on-year increase of 43.7%. The passenger flow of major commercial complexes increased by 82.0% month-on-month, and household appliances, knitted textiles and building materials grew better year-on-year, increasing by 1.7 times, 46.1% and 45.1% respectively.
Monitoring from the Domestic Trade Circulation Statistics and Monitoring System of the Ministry of Commerce of Jinan City, Shandong Province showed that during the New Year’s Day holiday, clothing retail sales in Jinan City increased by 8.2% year-on-year.
Different from the characteristics of the retail end, in the textile and clothing professional market, many merchants are busy with clearance sales, so as to go home for the holidays early for the New Year.
On December 12, 2022, the Zhongda Textile Business District, the largest professional textile market cluster in Guangzhou, resumed its market. After a month, on January 12, the Zhongda Textile Circle will be closed for the Spring Festival again until the market opens on February 1. “One piece is also the wholesale price.” Taking advantage of the prime time before the market close, many merchants in the Zhongda Textile Circle took out their inventory for retail sales.
Also facing the Spring Festival holiday, the Huanbei Silk and Garment City in Hangzhou, Zhejiang Province will hold a New Year’s Festival from New Year’s Day. 3 sweatshirts for 100 yuan, 1 long down jacket for 150 yuan, two pairs of high-quality casual pants for 100 yuan, 3 coats for 200 yuan… Merchants are all working hard to make a big deal before the holiday. It is understood that the stall owners of the New Year Goods Festival are not fixed. Merchants in the clothing city take turns to set up stalls, and a group of stall owners is changed every three days, so that everyone has an equal opportunity to clear their stalls faster.
At Yinji Trading Wholesale Market in Zhengzhou, Henan, many consumers come to shop for clothes during New Year’s Day. Zhang Jingmin, the market’s commercial brand operations director, said that due to the epidemic, the peak sales season for clothing was missed. Currently, most merchants are clearing out their products and offering heavy discounts. Some brands of down jackets are available at as low as 20% off.
“In many stores, there are people asking for prices, bringing goods, and packing goods…The customer flow is gradually picking up, and it will still take some time to recover overall, but everyone is very confident. In 2023, many Merchants have plans to expand stores or join agents, and there will be some adjustments in products and business strategies,” Zhang Jingmin said.
Online live broadcast to promote transactions
“This down jacket is very finely made and has hemming strips. The color of the clothes is also the lake green which is more popular this year…” Guangzhou White Horse Clothing Market (hereinafter referred to as “White Horse”) anchor Yu Xiongsheng is conducting a live broadcast in the store, introducing the store’s brand and main styles of clothing in detail. In just one morning, he introduced nearly 200 styles of clothing.
“Live streaming to bring goods” has become a current trend. Many textile and apparel professional markets and textile and apparel companies are revitalizing themselves through live streaming, which has also brought new highlights to stimulate consumption growth.
Having been engaged in the clothing industry for seven or eight years, Yu Xiongsheng is well aware that the Guangzhou Baima clothing market has great advantages in terms of fabric selection, product cost control, and design level. “During the New Year’s Day holiday in 2023, I have been busy on the live broadcast platform, just to help merchants sprint for the New Year’s consumption season.” He said.
In Shengze, Jiangsu, many fabric businessmen have become accustomed to attracting customers through online live broadcasts. “We are all natives of Shengze and have worked in the textile industry for more than 20 years. We came together because of like-minded people. We came up with the idea of promoting Shengze fabrics through the Douyin platform, and we also wanted to contribute to increasing the visibility of Shengze’s textile industry. Dianli.” Zhang Peiyu is one of the anchors of Bubaobao Media Service Platform and runs a personal Douyin account.
“We have a customer who makes textile water-printed fabrics. Because we helped him do a Douyin video promotion in the early stage, in a few months, he has successively received customer orders worth about 20 million yuan. “Recently, the person in charge of Suzhou Bubaobao Culture Media Co., Ltd., to which this service platform belongs, said that in just a few months, it has secured orders for many customers in the textile circle.
“Roll up your sleeves and work hard in 2023!” Guo Jing, one of the founders of the Keqiao Textile Douyin Group and the person in charge of Shaoxing Keqiao Tianyu Textile Co., Ltd., seemed very confident.
“The sales methods in the textile industry are undergoing earth-shaking changes. Since the company started operating the Douyin live broadcast account, the online customer acquisition rate has far exceeded that offline, becoming the main customer acquisition channel for the factory.” Guo Jing According to the introduction, “The platform not only attracted 80 tons of fabric orders for the company, but also attracted many high-quality customers, including high-quality processing plants and clothing brand companies. The continuous release of short videos makes the company every dayWe can receive more than 20 inquiries every day. By selling it in the form of ready-made clothing, the added value of the fabric increases. ”
Zhang Chunhua, head of Keqiao Textile Douyin Group and founder of Shaoxing Keqiao Pinnuo Textile Co., Ltd., said that at present, Keqiao Textile Douyin Group’s influence in the textile circle of China Textile City is increasing day by day. It has attracted many popular Douyin IPs in the local textile industry to join. It is understood that the team has developed 69 core members, 80 preliminary members, and 300 junior members.
Zhengzhou Yinji Trading Wholesale Market has also We understand this well. “We have cooperated with Douyin to explore some new sales models, such as Yun Shopping and Yuntan Store. Currently, our two accounts have accumulated nearly 1 million fans. “Zhang Jingmin said that many merchants want to cooperate with Yinji this year and try to bring goods through live broadcast. In addition, Yinji is also trying various ways to open up channels and help merchants broaden their sales. Yinji has customized and developed its own membership system , integrating daily wholesale and retail customers into the membership system, building a communication bridge between consumers and merchants, and achieving targeted goals.
Adapt to the new market track
Continuously launching products that meet market demand is a reflection of an enterprise’s ability to compete in the market. At the recent 2024 spring and summer product launch conference, Esquel Group launched a batch of new spring and summer fabric products. These new products have functionality suitable for different scenarios. , such as cool touch, soft light brushing and four-sided stretch, etc.
Esquel Group Chief Scientist and R&D Director Zhang Yugao said that the company invests more than 3% of its operating income as R&D expenses every year, in cotton breeding, green It explores cutting-edge topics in the textile industry in production, intelligent manufacturing, new product development, environmental protection and other fields, and is committed to solving common technical problems in the textile and apparel industry. In recent years, under the influence of the epidemic, Esquel Group has adjusted its business strategy in a timely manner: from the original Focusing on exports, it has adjusted to a dual cycle of domestic and overseas, and promoted the group’s industrial transformation and upgrading; vigorously promoted and developed its own brands “Pai” and “Shirushi”; further promoted the intelligent and lean transformation of the production process, and Environmental protection and sustainable development, etc., transforming the scientific and technological advantages accumulated over the years into the group’s new business.
“Under the personalized market demand, consumers have different needs for styles and fabrics. Our previous single high-volume, standardized products were obviously not competitive enough. “Cheng Hongsheng, general manager of Qingdao Ruihua Group Co., Ltd. (hereinafter referred to as “Qingdao Ruihua”), said that the company is actively adjusting and proactively catering to new market demands.
“The foreign trade orders received previously were all above 10,000 pieces Above, but a batch of new orders received recently include 3,000 large pieces and only 50 small ones. This kind of small batch orders now basically account for more than 70% of our total orders. Last year, the company’s output value increased by more than 20% year-on-year, and the role of small orders is not small. “Cheng Hongsheng said.
“Different from the ups and downs in the past three years, the industry will usher in a long-term recovery in 2023. Sun Jianhua, founder of Hat Shihui and director of Nantong Fumei Hat Museum, said with confidence that he is fully prepared. Because starting from 2022, Sun Jianhua will try to shift from the C-side to buyer stores and professional stores, and Expand the brand positioning style and export multiple brands, designs, and supply chains. In 2023, he is more convinced of the benefits of this model to the enterprise. At the same time, increase cross-border cooperation, develop international markets, and let C-side, buyer stores, and professional stores , online, offline, foreign and domestic, forming a matrix of multiple three-dimensional development will become a new development model.
Wujiang Minsk Trading Co., Ltd. is located in Shengze, Jiangsu, and operates textile foreign trade import and export business all year round. During the epidemic , although the company’s business has been affected by multiple factors such as domestic logistics and supply chain obstructions, the depreciation of the US dollar, and high sea freight, its main export market, Southeast Asia, has maintained stable business.
The company’s general manager Wu Changming was accepted During an interview with a reporter from China Textile News, he listed the company’s export structure from 2019 to 2022. He said that in the past four years, the company’s exported products involved fabrics, clothing, epidemic prevention materials, etc., ranging from antibacterial knitted fabrics to four-way elastic. Fabrics, etc., the company has been maintaining close communication with brand corporate customers to meet customer needs in a timely manner from fabric ordering, organizing production to shipping.
When talking about the development plan for 2023, the leaders of many companies Said that in the future, textile and clothing companies must change their concepts and develop into new models and new business formats such as live streaming e-commerce and cross-border e-commerce. At the same time, they must focus on making good products, building their own brands, and promoting enterprises to upgrade to mid-to-high-end.
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