Behind the counterattack of the “Bare Leg Artifact”
As the temperature drops, the consumption of warmth is driven, and the winter socks market becomes “hot”.
Affected by the energy crisis and the cold wave, European consumers have begun to snap up leggings, pantyhose and other “bare leg artifacts” made in China. Data from cross-border platform AliExpress show that since October this year, sales in this category have increased by 131% year-on-year.
The beginning of winter is approaching, and many places in the country are also feeling chilly. However, the sock industry market is full of spring, with strong demand for winter socks and explosive growth in orders.
From loose and comfortable sleeping socks, calf socks with just the right length, velvet and thickened leggings, terry cotton socks, rabbit fur socks to wool socks, etc., the sales volume of these winter thermal products in the domestic and foreign markets are all Continued growth.
A reporter from “China Textile News” learned in a recent interview that many hosiery companies have been ushering in a “wave of replenishing orders” and at the same time, they have entered a new round of preparations for “Double 11”, New Year’s Day and It’s the busy rush season for preparing and supplying goods during the Spring Festival.
Behind the counterattack of the “Bare Leg Artifact”
The “bare leg artifact” that everyone once disliked is now selling well overseas. How did the “bare leg artifact” manufacturing company succeed in counterattack?
In the production workshop of Jilin Liaoyuan Socks Industrial Park Socks Company, multiple production lines are all started, and workers are busy rushing to make orders. “Since this period of time, the company’s order volume has continued to rise, and the workers have been working overtime to catch up.” He Qingfang, the company’s deputy general manager, said that the company’s current average daily output of foreign trade orders has reached 400,000 pairs. These socks Exportsto five continents around the world, including major markets such as Europe, the United States, Japan, South Korea, and Australia.
“These foreign trade orders have strict production standards, large models and small quantities, and complex processes, but the sales volume is stable and the profits are good.” He Qingfang introduced that in recent years, the company has been guided by market demand and continued to improveNew productR&D capabilities, the company’s foreign trade business has grown year by year, and now accounts for 80% of the company’s total sales. In 2021, the company’s foreign trade sales increased from 150 million yuan in 2020 to 270 million yuan.
Liaoyuan Socks Industrial Park Socks Co., Ltd. is not the only one to experience rapid growth in foreign trade business. In the first half of this year, the exports of nearly 100 sock companies in Zhuji have grown rapidly and their proportion has increased. More than half of the sock companies have placed their foreign trade orders until the end of this year. According to statistics from the Zhuji Socks Industry Association, in the first seven months of this year, the export volume of the socks industry in Datang Town, Zhuji City reached 6.68 billion yuan, a year-on-year increase of 65.86%. The export of hosiery industry shows the characteristics of stable market and active orders.
Zhejiang Shanite Co., Ltd. (hereinafter referred to as “Shanet”), whose products focus on overseas markets, has established strategic cooperative relationships with a number of well-known foreign brands in recent years. Zhou Yurun, the person in charge of the company, said that currently, 95% of the company’s products are exported to overseas markets such as the United States, Canada, South Korea, Japan and Spain. In the first seven months of this year, the company’s foreign trade export volume reached 250 million yuan, a year-on-year increase of 84.4%.
Jiang Zhichao, chairman of Zhejiang Yiheng Knitting Technology Co., Ltd. (hereinafter referred to as “Yiheng Knitting”), who is also a major exporter of socks, said that the situation of foreign trade orders this year is gratifying. In recent times, the company has received 10 orders every day. Containers or so of goods are shipped overseas
In recent years, in Zhejiang, which ranks first in the number of sock companies in the country, in order to enhance its competitiveness in overseas markets, in addition to improving internal skills to improve product quality, making good use of digital tools is also one of the current focuses of sock companies.
Yiheng Knitting is one of the first companies in Datang Town, Zhuji City to respond to the transformation of digital workshops. Jiang Zhichao introduced that since the company implemented digital transformation, it has introduced 120 intelligent sock machines that integrate knitting, seaming and turning. The production efficiency has been improved, the market competitiveness has been enhanced, and the productquality has also improved. to a new level.
Shanite also invested more than 15 million yuan to update 300 old sock machines and introduced new ERP systems and 3D simulation design systems, which not only greatly shortened the production cycle, but also improved production quality and efficiency.
“After digital intelligence is involved in all stages of production and inventory, the error rate has been significantly reduced and production has become more accurate. At the same time, the response speed of order delivery is also accelerating.” Hong Dongying, president of the Zhejiang Zhuji Socks Industry Association, told China Textile Journal reporter, in recent years, Zhuji City has continuously accelerated the overall industrial chain layout of “sock industry brain + digital smart factory + digital infrastructure”, achieving the goal of strengthening and replenishing the chain. At present, the Datang Socks Industry Big Data Center is completed and operational, coupled with the construction of an “industrial brain”, which has improved the industrial competitiveness of the Zhuji Socks Industry.
The Zhuji sock industry has now cultivated 1 provincial-level industrial Internet platform, established 2 provincial-level demonstration enterprises for the integration of informatization and informatization, built 87 municipal-level digital workshops, has more than 600 industrial robots in service, and more than 5,200 connected sock industry equipment. Taiwan, has realized the digital transformation of the entire process, and is at the forefront of the national hosiery industryindustrial cluster.
Local sock industry plays with new brand trends
At present, the competition in the winter socks market is fierce. Socks are no longer just necessities of life, but also a new fashion item. The sock industry is also constantly looking for innovative ideas suitable for its own development.
More than 100 companies have taken advantage of the opportunity to participate in Alibaba’s “Original Origin Recovery Plan – Liaoyuan Station” event to promote products through live broadcasts and expand online sales.
In the fiercely competitive sock sales market, channel innovation is particularly important. The convenience and accuracy of new retail will become a new growth point for the sock industry.
Recently, Zhuji Haina Knitting Technology Co., Ltd. has also shifted its sales work online. “During the COVID-19 epidemic, merchants were unable to land. We not only followed up on order progress online, but also communicated product details at any time.” Yang Yucheng, the person in charge of the company, said that the company’s main sports socks and pantyhose products are mainly sold to Germany. , Denmark and North American markets. With the help of cross-border e-commerce platforms, companies have opened up new export channels.
80% of the socks produced in Haining, Zhejiang, are exported to markets in Europe, America, Japan and other places.
In August this year, Haining, the export base of mid-to-high-end boutique socks, released a special action plan for cross-border e-commerce in Haining to “grab orders on the cloud and worry-free cross-border”, by “holding a cross-border e-commerce development conference” “Eight Ones” measures such as “Building a number of cross-border e-commerce overseas warehouses”, “Building a number of independent cross-border e-commerce stations”, “Creating a number of cross-border e-commerce brands” and “Promoting a number of industrial cluster cross-border e-commerce pilots” , fully assisting enterprises to achieve the long-term goal of high-quality development, and plans to add 100 export online stores, cultivate 20 cross-border e-commerce brands and build 50 independent websites within the year.
“This is undoubtedly a major benefit for sock companies.” Cai Fuqiao, manager of the cross-border department of Haining Wells Knitting Co., Ltd., said that “snatching orders on the cloud” is of great help to companies expanding their markets.
Forming a charter flight overseas to grab orders is also an important measure in Haining’s special operation. In September this year, Haining City’s first chartered flight overseas ordering group, composed of 20 textile companies and nearly 40 foreign trade professionals, went to Japan to participate in the 3-day Osaka International Living Products Exhibition and the 15th Zhejiang Export Commodities (Osaka) trade fair.
“The company’s annual sales in the Japanese market are about US$4.5 million. This time we ‘went abroad’, we brought more than 300 new products, all using new materials , new technology and new layout developed.” said Lu Zhongjie, chairman of Haining Disai Knitting Co., Ltd.
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