In the past “Double 11”, many manufacturing companies worked overtime at full capacity, but this may be the last good day of the year. The foreign “Christmas shopping season” that once had high hopes may not be as hot as in previous years this year.

Wu Zhixiang, the boss of Jiangsu Liqiang Textile Co., Ltd., told reporters that their company mainly focuses on foreign trade and also takes into account domestic sales, but “Double 11” is a node, and the previous month was very busy. The internal pin will cool down immediately after 11”.

“From the perspective of foreign trade, many orders for Christmas have been cancelled. Because many regions in Europe have now canceled Christmas parties, our company’s current Christmas orders are very poor.” Wu Zhixiang said.

Having the same feeling as him, there is Lin Jinxiong, chairman of Guangzhou Aibei Biotechnology Co., Ltd., which specializes in cosmetics. He told reporters that the company’s orders for Christmas have shrunk significantly.

However, there are also industries that have remained hot. Liu Jie (pseudonym), deputy general manager of a furniture company in Jiangxi, said that compared with last year, furniture orders have increased significantly this year, and orders have increased throughout the year. Demand exceeds supply.

Many business leaders believe that tapping domestic sales potential will be a focus of business operations in the future, and they are optimistic about the domestic market.

The State Council executive meeting held on November 18 proposed that consumption is the main engine of economic growth. Consumption has been severely impacted by the epidemic this year, and there are many difficulties in returning to normal growth. In accordance with the deployment of the Party Central Committee and the State Council, we must resolutely implement the strategy of expanding domestic demand, further promote bulk consumption and key consumption, and greater release of rural consumption potential.

The “carnival” of overdraft in advance

“Double What does 11” mean to many manufacturing companies? It means the important order concentration day of the year, busy overtime work, and the “carnival” of overdraft in advance.

According to data compiled by the China Business Industry Research Institute, during the “Double 11” promotion period, the top ten industries in terms of sales across the entire network were household appliances, mobile digital, men’s and women’s Clothing, personal care and beauty, furniture and building materials, shoes and bags, food and beverages, computer offices, maternal and infant toys, and sports and outdoor products.

The companies in the three industries of furniture, textiles and cosmetics interviewed by the reporter all delivered gratifying results on Double 11, but companies in these industries have a mixed love-hate relationship with Double 11. .

Lin Jinxiong pointed out that in the two months before Double 11, his company had been working overtime to catch up on goods to complete customer orders. At the same time, manufacturing companies in all walks of life are “grabbing people.”

“However, due to the epidemic, when business has been poor for most of this year, most companies prefer to recruit temporary staff during periods such as the ‘Double 11’ We have also hired many temporary workers, and their salaries have increased significantly when they were hired. Compared with the usual labor costs, the cost has increased by more than 25%.”

Lin Jinxiong’s company The cosmetics industry performed brilliantly on “Double 11”. According to a research report from Zhongtai Securities, the sales of skin care products across the entire network during “Double 11” (11.1-11.11 including pre-sales) reached 75.5 billion yuan, a year-on-year increase of 45%; the sales of beauty cosmetics were 15.4 billion yuan, a year-on-year increase of 38%.

However, this hot market will last only a short time for enterprises, especially those mainly engaged in foreign trade. Some industries are still affected by overseas epidemics, and they will bid farewell to the busy state after the promotion.

Lin Jinxiong said that it will be less busy after “Double 11” because most merchants will have inventory after “Double 11”. “Many merchants are too optimistic about Double 11. Without achieving good results in this round of promotions, it is easy to accumulate a lot of inventory later.”

Lin Jinxiong said frankly, I worked overtime at that time, but the number of orders dropped later. Therefore, many business owners, including him, believe that “Double 11” is a carnival of overdraft in advance and is irrational.

Wu Zhixiang also felt deeply. He said that the Spring Festival has not had much impact on the textile industry now, because people now basically buy clothes during the “Double 11” period rather than during the New Year. . For this reason, they are also “working frantically” before the “Double 11” comes.

His company is an intermediate link in the textile industry, and October 27th and 28th are important nodes. If Wu Zhixiang’s company does not complete the spinning in the past two days, it will be too late for the dyeing and weaving work, and it cannot be launched in time for the “Double 11”. Therefore, the orders of his company are very popular in the front and weak in the back.

After “Double 11”, the distinction between warm and cold domestic sales is also very obvious in the textile industry. Wu Zhixiang said that there will be no big domestic demand orders after the “Double 11” is over. Although they will provide some goods to the demand side during the “Double 12”, the amount will not be very large, and the raw materials will not be large.Prices will go down. During the Spring Festival, some goods will still be provided to demanders, but the price of this part will be lower. “Generally speaking, when these goods are sent to rural areas or for replenishment in relatively remote places, the price will be lower and the grade will be lower.”

Disappearing Christmas orders

Reporters noticed that in the past, the Christmas shopping season that followed the “Double 11” was not good for some industries. This year it’s not that hot.

Lin Jinxiong said that due to the impact of the epidemic this year, Christmas orders not only did not grow, but shrank. His company helps brands process and produce products, and delivers them to customers after production. If customers have inventory, there is no need to place an order with them.

Wu Zhixiang also said that due to the cancellation of Christmas parties in many European countries, many of the company’s Christmas orders have been cancelled. He said that in fact, the company has been busy, but now the orders are transferred from India and other places, there is no profit, and the main purpose is to support workers. Subsequent orders are still being arranged, but compared with “Double 11”, it is obviously not that busy.

But it is not without hot industries, the furniture industry is still hot.

Many furniture industry practitioners told reporters that the furniture industry is currently very busy, and the pace of production cannot keep up with the surge in orders. In particular, the export data is quite eye-catching. Data from the General Administration of Customs show that in October, the export value of furniture and parts was 38.66 billion yuan, an increase of 4.8% from September (36.88 billion yuan). The cumulative export volume from January to October was 309.93 billion yuan, an increase of 7.9% compared with the same period last year.

According to the Southwest Securities industry chain survey, many export furniture companies have placed orders until the end of the year. On the one hand, real estate sales are booming and demand is picking up due to overseas economic stimulation; on the other hand, domestic production capacity is stable Recovery can effectively make up for the impact of overseas production capacity affected by epidemic fluctuations, so domestic orders are rapidly increasing.

This is the case for Liu Jie’s company. Compared with last year, the order volume this year has increased significantly, and supply has been in short supply throughout the year. “Even if we gradually increase production capacity, we still can’t keep up with sales.” rhythm.”

Cao Ling (pseudonym) is the person in charge of the self-media domestic sales channel project of a furniture company in Guangdong that mainly exports. The company’s annual performance is hundreds of millions of yuan. She is deeply touched by the fiery furniture market this year. Many foreign factories have shut down or closed down, but demand has not decreased. They usually stock up on Christmas, so orders will be transferred to China for processing. Ordinary factories cannot accept orders of this magnitude. Even if her company is large enough to handle it, it still sends out many orders.

“Factory orders have increased by almost 30-50%. We are working overtime to produce. We simply cannot make so many orders. We no longer accept small orders and cannot ship goods.” Cao Ling said.

The furniture industry has entered the “explosion of orders” mode, but export companies have mixed feelings, and some companies are facing the dilemma of not being able to order export containers. Cao Ling said that for small factories, not being able to order containers means being unable to ship goods. The company she works for is relatively large, and the contract processing brands she works with are relatively well-known. Customers can help reserve containers and contract shipping ships, so that goods can be shipped smoothly.

Domestic demand will be king in the future

Although the current furniture industry Overseas demand is strong, but Cao Ling believes that there will definitely not be such a large growth after the epidemic, and the growth next year may not be as much as this year.

Therefore, many companies have set their goals on domestic sales.

Liu Jie said that with the impact of the new round of epidemic abroad, foreign trade will be greatly affected, and domestic sales should increase. In the future, the shipment of finished products will be adjusted based on sales conditions. Speed, mainly stocking up on semi-finished products.

Wu Zhixiang is also worried that the epidemic will not be conducive to digesting inventory. Overseas may not be able to control the epidemic in the first half of next year. If the epidemic is controlled in the second half of the year due to vaccines, he predicts that the spending power of ordinary consumers will also decrease. Since many inventories have not been digested in the first half of this year, next year will be a year for the textile industry to digest inventories.

In addition, multiple uncertainties in the global situation also make it difficult for business owners to predict later overseas orders. Lin Jinxiong said that the impact of the Sino-US trade war continues and is far-reaching. At the same time, the international epidemic in Europe and the United States is still serious, consumer demand has not increased significantly, and the impact on the industry is still relatively large. Domestic brands are not having a good time, and orders are not very stable.

Lin Jinxiong expects that the biggest opportunities in the future will lie in the stimulation of domestic demand and the breakthrough of new sales channels.

The company’s judgment is consistent with national policies. The Political Bureau meeting of the CPC Central Committee held in July this year pointed out that it is necessary to accelerate the formation of a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles reinforcing each other.

The State Council executive meeting held on November 18 proposed that in accordance with the deployment of the Party Central Committee and the State Council, we must firmly implement the strategy of expanding domestic demand, further promote bulk consumption and key consumption, and greater release of rural consumption potential . Among them, the focus is on promoting the consumption of home appliances, furniture and home decoration. Encourage qualified regions to provide subsidies for eliminating old home appliances and furniture and purchasing green smart home appliances and environmentally friendly furniture.

In order to cope with the new market form, companies are also actively adjusting. Wu Zhixiang said that he plans to carry out internal rectification of the company during this period, train employees at mid-level and above, and improve the quality of employees. In addition, old equipment will be eliminated and the number of personnel will be controlled to allow workers to increase their labor intensity while also ensuring an increase in their salaries. What’s more, customers are evaluated in hopes of shortening the money turnaround time.

��Train employees at mid-level and above to improve employee quality. In addition, old equipment will be eliminated and the number of personnel will be controlled to allow workers to increase their labor intensity while also ensuring an increase in their salaries. What’s more, customers are evaluated in hopes of shortening the money turnaround time.

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