Hubei Tianmen: “Second Generation Service” is igniting the clothing e-commerce industry!
Textile and clothing is one of the pillar industries in Tianmen City. There are more than 300,000 related employees in the city, including nearly 200,000 people outside the city, mainly concentrated in Guangdong and other places.
In the 1980s and 1990s, batches of Tianmen people went south to Guangdong to work. From being engaged in garment processing to running stalls and enterprises, they settled down over decades and became the backbone of the development of Guangzhou’s garment industry.
In recent years, due to multiple impacts such as industrial restructuring in coastal areas and the epidemic, tens of thousands of “second-generation workers” have returned to their hometowns to start employment. Different from their parents, they embrace new ideas and focus on the clothinge-commerce field.
Data shows that Tianmen clothing e-commerce shipped 290 million pieces last year, with a transaction volume of about 20 billion yuan. Among the women’s clothing sales rankings on many e-commerce platforms, Tianmen ranks among the top three. “Staff waiters” from major platforms frequently go to Tianmen for visits and discussions, and a large number of clothing anchors from Guangzhou and Hangzhou come to Tianmen to look for styles and goods.
In March this year, Tianmen City was awarded the title of “China’s Clothing E-commerce Industry Demonstration Base”. Tianmen clothing e-commerce has become a phenomenon-level industry.
“It’s hard to find a shop in the clothing street”
In a three-story private house in Changwan Community, Tianmenhoukou Street, the first-floor hall is filled with shelves of various women’s clothing. In the bedroom-turned-office, the sound of keyboards can be heard one after another. This is rented by Zeng Lihong, a 42-year-old clothing e-commerce owner. “Operations Center”.
Zeng Lihong moved from Tianmen to Guangzhou to work at the age of 18. In order to take care of her children at school, she took her family back to her hometown to start a business in 2019. She opened two women’s clothing stores in Pinduoduo, with sales stable at around 500 orders per day.
From working as a garment worker in a factory to setting up her own clothing processing factory and wholesale stall, after the rise of e-commerce, she seized the opportunity and made a timely transformation. Zeng Lihong’s experience is very typical among Tianmen garment workers.
In 2019, this community originally planned a food street. As more and more clothing business entities settled in the community, this street became a clothing street. At present, the community has gathered 226 clothing business entities of various types, and the community is full of shops. Especially after the Spring Festival this year, it is “hard to find a shop.”
The Houkou Street Office is located at the junction of urban and rural areas. It has obvious location advantages and is favored by people returning home. Liu Juan, secretary of the party working committee of the subdistrict office, said that starting from the first three clothing workshops, in just three years, three major concentrated areas have been formed in the jurisdiction: Changwan Clothing Street, Huatai E-commerce Mall, and Tianjia Logistics Live Broadcast Base, with a total of clothing e-commerce. There are 354 businesses, creating more than 4,000 jobs. “The age group born between 1975 and 1985 is the main group of people returning home. They are older and younger. Taking care of their families is the main reason for returning home.”
In April 2021, Fei Wen, a young man born in the 1980s, closed his Guangzhou company and returned to Tianmen to establish Qidian Clothing. What he valued was Tianmen’s cost advantage.
Fei Wen calculated a cost account: In Guangzhou, the space rent is about 35 yuan per square meter, labor wages start at 6,000 yuan, and processing fees start at 10 yuan per piece, while in Tianmen these costs are only 7-8 yuan. Starting from 4,000 yuan, 7-8 yuan. “Tianmen’s comprehensive operating costs are about 50% lower than those in Guangzhou.”
Fei Wen rented 30,000 square meters of space in Tianmen in one go. He admitted that this was something he would never dare to think of in Guangzhou.
Data shows that in recent years, Tianmen has hired nearly 20,000 people in the clothing industry who have returned home to start businesses and have more than 4,000 existing clothing companies, including 3,284 clothing e-commerce companies. Last year, Tianmen City ranked sixth in the province in terms of express delivery volume and the first in terms of growth rate, of which 85% was clothing.
“Quick response” spawned 10-fold growth
At 10:30 in the evening, a warehouse of more than 3,000 square meters in Xiaoban Town was filled with packed clothes. Three container trucks were parked at the door, and more than a dozen staff were sorting and sorting in an orderly manner. Marking, ordering and loading.
At the same time, in live broadcast rooms such as Douyin and Kuaishou, more than 50 anchors enthusiastically recommended the new spring clothes of “Laiyiyi” women’s clothing. In Guangzhou, operations staff pay close attention to store sales, summarize fashion trends from product views, clicks, and orders, and select new styles for sale the next day. .
This is the daily work of Tianmen Tailu E-Commerce Co., Ltd. “The data in the live broadcast room will be available on the same day, and the data guides everything,” said the company’s boss Xiong Feixiang. The “destiny” of a new model can be determined in three to five days. Good data has the potential to become a hit, while those with poor data will be eliminated directly.
In 2016, after Xiong Feixiang took over his family’s clothing business, he began to try clothing e-commerce, transforming from shelf e-commerce to live streaming. In 2019, he moved production, warehouse, logistics and other businesses back to Tianmen, with operations and customer service in Guangzhou and Wuhan respectively. He focused on e-commerce sales of women’s clothing, opened more than 20 stores on major e-commerce platforms, and cooperated with more than 10 anchors during the peak period. Thousands of things. In 2022, the company’s sales will surge 10 times.
“Under the traditional production model, the cycle from order receipt to shipment generally takes more than a month, but in the e-commerce field, the first order of new models only takes 5-7 days to ship, and additional orders are shipped even faster.” Fei Wen Said that this puts forward higher requirements for production efficiency and collaborative production methods, including stable supply of upstream auxiliary materials, efficient production capacity at the midstream manufacturing end, and downstream product development.The ultimate goal is to achieve a flexible production model of “sales determine production”.
“The sales end is in our hands. When the local production capacity is insufficient, the orders will be dispersed. At present, the cooperative manufacturers have covered the surrounding Xiaogan, Qianjiang, Xiantao and other places.” Fei Wen said that with a large supply of goods, it has also attracted Many anchors from Guangzhou, Hangzhou and other places go to Tianmen to look for goods, which is expected to form a pattern in which “the whole province produces for Tianmen and the whole country sells goods for Tianmen.”
Improving the chain to promote industrial upgrading
In the Xin Tongfa clothing accessories store in Tianmen State Investment Industrial Park, there are more than 600 types of accessories such as zippers, buttons, and tags.
Boss Peng Pingbo has been in the clothing accessories business for more than ten years and has three stores and a factory in Guangzhou. In 2020, he returned to his hometown to start a business and became the first garment accessories company to settle in the SDIC Industrial Park.
“At the beginning, I didn’t know whether Tianmen could host such an accessories store. I didn’t expect the business to be very booming.” Peng Pingbo said that in the three years since he came back, he has opened 8 new stores in Tianmen and surrounding areas, and sales in a single store The amount exceeded one million yuan. Currently, the new factory is being renovated, and once the renovation is completed, all production lines in Guangzhou will be transferred back to Tianmen.
In the past, Tianmen’s garment industry was dominated by large-scale processing factories with few supporting enterprises. Now, with the return of more and more garment processing factories and fabric and accessories suppliers, the division of labor in Tianmen’s garment industry has become increasingly detailed, including cutting, printing, lamination, There are dedicated factories for the tail and so on. A button, a hangtag, a zipper, etc. can all be supplied locally. The improvement of the industrial chain allows the entire industrial process to be completed in Tianmen, providing fertile ground for e-commerce companies to take root and grow.
Last year, Tianmen City positioned the SDIC Industrial Park as a specialized park to undertake the development of the garment industry, built standardized factories, scientifically set up warehousing, processing, logistics and other areas, equipped with canteens, talents Apartments, commercial streets, etc., allowing companies to quickly settle in and travel with ease.
“There are currently more than 100 clothing companies settled in the park, and there is an endless stream of applicants.” Ni Wei, manager of the SDIC Industrial Park, said that 8 leading clothing e-commerce companies have settled in the park this year.
“In the past few years since I came back, the biggest feeling is that there are more and more young people around me. In the past, I could only see Tianmen’s popular night market and many vehicles with foreign license plates during the Spring Festival, but now I can see them every day.”
Xiong Feixiang said with emotion: “The young people have come back, why are they still worried about the poor development of their hometown?”
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