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Pajama industry on the vent
Under the influence of the epidemic, the global consumption scene has changed rapidly, the stay-at-home economy has gained momentum, and the extended time at home has led to a significant increase in demand for pajamas.
At the beginning of 2020, terms related to pajamas repeatedly appeared on the hot search topic list. Data from Pinduoduo in February 2020 shows that
Pajamas ranked fifth on the list of “Top 10 Hot Selling Products at Home”, with sales increasing by 190%
, foreign markets have also seen a surge in demand for pajamas.
Many pajama sellers have reaped a lot from this pajama boom, and most of them have a common hometown –
Chaoshan in Guangdong
。
Chaoshan is called Chaozhou in ancient times, mainly referring to the three brothers of Chaozhou, Shantou, and Jieyang. Chaoshan is known for its extraordinary cuisine, and Chen Xiaoqing, director of “China on the Tip of the Tongue”, has likened Shantou to an island of Chinese cuisine.
As everyone knows,
Chaoshan is also the hometown of Chinese pajamas.
In this kingdom, the pajama industry (also known as the homewear industry) is one of the main local industries, and the prevalence is beyond our imagination.
According to the data of Shantou Chaonan District Bureau of Industry and Information Technology,
At present, the output of home clothing in Chaonan District accounts for about 80% of the country, and the output of women’s underwear accounts for about 40% of the country
Every year, more than 1 billion pieces of lingerie and homeware are produced and sold around the world.
A corner of Chaonan District, Shantou
With the whole industrial chain from spinning, weaving, printing and dyeing to garment processing, it was hatched from Shantou
The number of underwear and home wear brand-name brands ranks first in the country, and brand-name products account for more than 75% of the country
, and there are a large number of leading enterprises. The boss of China’s traditional pajama industry-
Fenten
, and pajama brands-
An Zhi Companion, Xing Yating
, all located here.
In December 2021, we visited various characters in the pajama kingdom industry chain to measure the pajama kingdom under the epidemic through their vision.
01 Pajama brand – sales increased unexpectedly during the epidemic, with annual revenue of 1.1 billion yuan
The first time Huang Shao felt the boost of the epidemic was in July and August last year.
“At that time, our factory temporarily received an urgent order for Fenton’s pajamas, which took 1,000 pieces a day and worked for 90 days.”
Huang Shao is the head of a fashion factory in Shantou, with strong financial resources and sales channels to many countries. After the epidemic hit, Huang Shaojia’s overseas core fashion market sales fell sharply, in order to maintain the factory’s employees without loss, they took over the pajama brand Fenton OEM order, which made Huang Shao feel the vigorous development momentum of the pajama industry.
Huang Shao’s factory
The pajamas industry is labor-intensive,
The production of a pajama involves the supply of cloth stores, factory production and online store sales. The factory link needs workers in sewing, hemming, testing, handling and other links, and the online store link needs customer service, operation, artists, models, photographers, anchors and other professionals.
The entire link requires a large number of labor support
, while the Chaoshan area is densely populated, although with the development of society, the labor cost of Chaoshan is gradually rising, but there is still an advantage in labor.
Fanteng 80,000 square meters warehouse sorting center
I asked Huang Shao curiously: “You have people, and you have technology, it should be very profitable to do OEM at that time, right?” ”
“In fact, fortunately, large companies have limited employees, but they control costs very strictly, and they rely on their brand advantages to keep prices very low. They also want to find us for long-term OEM processing, because the quality of the finished products we process is really good. Huang Shao replied.
Huang Shao also pointed out that the current pajama market is a state of big fish eating small fish, big brands are happy, and the share of small businesses is gradually swallowed.
Parent company of the Fenton brand – Hongxing Industrial Income statement
It can be seen from the column of [net profit attributable to the owner of the parent company] that the company’s profit increased by more than 40 million during the epidemic, which is a significant increase.
Fenten’s fashionable autumn and winter pajamas sell 10,000+ per month
The rise of Chaoshan pajamas, in addition to the demographic advantages of the region and the boost of the epidemic,
A large part of it is still thanks to Chaoshan solid textile and garment industry foundation.
Historically, Chaoshan textile industry has a deep folk foundation. During the Ming and Qing dynasties, with the tropical and subtropical climate of the Chaoshan Plain with abundant rain and heat, the Chaoshan people began to cultivate cash crops such as mulberry and hemp, and produced handmade textiles such as summer cloth and jute cloth.
At the beginning of the last century, overseas Chinese brought the first generation of sewing machines back to Chaoshan , machine weaving rose, the national capital textile industry sprouted, Chaoshan began the process of modern textile and clothing, and developed in twists and turns in war and turmoil.
In the early 80s of last century, the national reform and opening up policy and the establishment of the Shantou Special Economic Zone attracted overseas Chinese to return to their hometowns to invest in the textile and garment industry.
Pre-modern architectural attraction in Chaoshan Province
In the 90s, due to the price advantages of labor, raw materials and energy, a large number of production orders from Western countries were transferred, and textile and garment enterprises were mainly characterized by cluster development, greatly increasing and agglomerating. In recent years, all kinds of supporting enterprises have begun to develop across clusters, and service organizations are more detailed and professional.
Without such a natural cluster advantage, big brands will not be able to find professional foundries to complete orders in time.
Early start, large production capacity, complete industrial chain, deep textile and garment industry foundation, is undoubtedly the muscle of Chaoshan pajamas.
By the end of 2020, light with loungewear underwear as one of the pillars
Shantou Chaonan
, has textile and garment enterprises
There are 3,261 companies, employing 91,900 people and a GDP of 65 billion yuan
； Jieyang Puning, as China’s textile industry base, has about 1,500 enterprises engaged in the production and processing of underwear and home wear, with more than 150,000 employees.
Such a huge industrial chain, in addition to the head foundry, there are also various small and medium-sized players mixed in.
02 Small pajama shop – Chengfeng e-commerce has an annual profit of 1 million, and enters the live broadcast nine deaths
Store Manager Lin is in his 30s, born in an ancient village of Zhong Lingyuxiu on the banks of flowing water in Chaoshan Province, and grew up in a strong business atmosphere.
He recalled his childhood: “In those years, my parents opened a pajama stall in the town, and although the place was small, every night, the uncles of manufacturers and dealers who did business together would gather here to drink tea and chat with my father, discuss business, and they were very enthusiastic. ”
Since he was a child, he has heard a lot about Chaoshan culture, among which the most profound image of “Oriental Jews” and the unity and fighting spirit of “glue oneself, love to fight to win”, he found a practical starting point in this memory.
Chaoshan ancient village
“Pajama stores used to be prosperous, but now they are almost unable to go, and only by doing e-commerce can they find a way out,” said Lin.
At the beginning of 2016, the physical store economy in the pajama market fell into a difficult situation as a whole. The employee of the store manager Lin reflected: “In recent years, the shipment volume of physical stores has decreased a lot, customers have become very picky, as soon as they are dissatisfied, they will return them, and when they see that the price is cheap online, they will buy directly online, and fewer and fewer people will come to visit the market.” ”
Relying on the distribution channels accumulated by his parents for more than ten years, the Lin family’s income is certainly considerable, but under the embattled e-commerce, store manager Lin gradually lost sight of the future of the real economy, and he realized that only by doing e-commerce can he survive.
The sense of crisis prompted him to decisively switch to e-commerce platforms, and it was bright,
At the end of 2016, after settling the payment for the whole year, store manager Lin was shocked to find that he had earned more than 1 million yuan on the e-commerce platform
, confirmed that he made a correct choice, closed the computer, and ended the busy year steadily.
While talking, store manager Lin sent me the “xx pig” trademark he registered in May this year, and he has been a distributor for so long, he also hopes to have his own brand, and he can’t make wedding clothes for others all his life.
For the pig’s head logo on the logo, he found a designer who bid 5,000, adjusted it back and forth for three weeks, and after successful registration, he was satisfied to hang this exclusive brand for his clothes.
After years of stable development, the home clothing industry has gradually matured, traditional small processing enterprises will face elimination or transformation, and brand competition has become one of the current mainstream trends. There are many e-commerce brands in the field of home wear, the industry concentration is not high, and the competition in the industry as a whole is fierce.
“Back to the epidemic, the year the epidemic came out, several links were sold in the first half of the year, and several links were sold out in the second half of the year, there were 800,000 on the account at the beginning of the year, and after the account was settled with the manufacturer at the end of the year, there were more than 2 million left, calculated down, the epidemic earned more than 1.5 million in that year, and those big brands like Fanteng will definitely earn more.” Manager Lin said.
Lin’s e-commerce warehouse
The epidemic pushed the pajama industry, but no one expected that such a good situation would not last long for small businesses in the pajama market.
Manager Lin told me that this year’s market is not as good as last year, he only earned 300,000 yuan in the first half of the year, and even less in the second half of the year, especially in the days after the end of Double 11, everyone’s enthusiasm for consumption suddenly dropped a lot.
He also understood the new outlet of live streaming e-commerce, and the professional threshold is very high, turning away laymen. Now people buy pajamas, they buy directly online, live broadcast is just a look at the flowers, if you want more traffic, you must have good content to attract customers.
But in Chaoshan , there is still a long way to go to make pajamas live. What is even more worrying is that on this road, store manager Lin has not seen any Chaoshan merchants succeed.
“Now e-commerce live streaming looks very popular, as if everyone is making a lot of money. But in fact, nine dead lives, for example, if 10 companies do pajama live broadcast, generally only 1 will succeed, the remaining 5 will not earn or lose, half dead, and the remaining 4 will lose money and leave the market. ”
It is understood that to build a powerful Douyin pajama live broadcast team, the following personnel are needed:
1. Douyin operation x1, who knows live broadcast affairs well, has a core team and a salary starting from 20,000
2. There is a level anchor x2, and the two take turns to serve as the keynote speaker and model, and the salary starts at 6k
3. Editing photographer x1
4. Cooperate with everyone’s field service x1
Talents who understand Douyin operations are very scarce in the Chaoshan area and cannot be found. On the one hand, the cultural level of Chaoshan is relatively backward, there are few high-quality talents, and it cannot cross the professional threshold of doing content; On the one hand, talents who understand the operation of TikTok usually tend to make money in independent teams.
Chaoshan pajamas live broadcast
“I heard an anchor say that her Douyin operator burned money to buy traffic as soon as she came up, reduced the price promotion, sold clothes for two yuan, and finally the sales and attention were very good-looking, making the boss very happy, but in fact, it was a loss and a profit. I can’t hire such a person” In the eyes of store manager Lin, loyalty is always more important than making money.
He would rather use a weak family than give the money to outsiders. Coincidentally, the parent company of the Fanteng brand, Hongxing Industry, is also a family member holding more than 90%. Different from the manager culture of foreign companies, Chaoshan is still popular with traditional family management.
I asked Manager Lin, “Can you try to evaluate Chaoshan pajamas?” ”
“This group of people who make Chaoshan pajamas are still very grassroots overall, and they need the support of high-quality professionals to get better and better.”
Soon after, store manager Lin spent money to buy lighting equipment, set up a live broadcast room, and recruited two anchors with good looks online, which are open on time every day.
Even if you know that it is difficult, you still have to catch up with the trend.
03 Software company – monthly turnover of more than one million
“Our software sells about 30-40 sets a month, the unit price ranges from 2,000 to 150,000, and the monthly turnover is usually around 1 million,” said Xiao Li, an employee of a software company.
In general, common factors affecting the pajama market include:
Factors such as raw material prices, labor costs, supply chain management capabilities and brand premiums
。 Although raw material prices account for the main factor,
But supply chain management is where businesses need the most attention.
Xiao Li’s software company was born to improve the supply chain management capabilities of merchants.
Xiao Li said: “I divide general customers into two categories.
Distributors and producers
Distributors usually only need eight or nine thousand software, because they don’t need many features; Manufacturers have a large business, need to do production planning, and at the same time many people, so the software function is more complex and powerful, the price can reach hundreds of thousands. ”
Xiao Li rode a battery car on the way to visit customers
Management software well known to locals, there is
Kingdee, Field, 932, Aixun
These software are in the forefront of the country, each with its own strengths, material loss, automated production, order management and so on.
Well-known software company – Kingdee logo
Xiao Li went on to say, in fact, these management software that accompanies pajama merchants has a long history, as early as 10 years ago, they have appeared in the Chaoshan pajama wholesale market, their professional, practical and convenient advantages, help merchants efficiently solve many management problems, driving the development of a generation of Chaoshan clothing industry.
Of course, these software are aimed at, in addition to the strong pajama and underwear industry, but also Chaoshan strength cannot be underestimated
Fabric industry, toy industry, stationery industry
Wait a minute.
Today, these management software have grown and continue to innovate products and services. In 2020, management software giant Kingdee achieved annual revenue of 3.356 billion yuan, which is based on years of attention to the SME market. Kingdee is accelerating its cloud transformation across the board, spending 15% of its total revenue in R&D in the past few years, reaching 18% in 2019.
An internal photo of Xiao Li’s company
I finally asked: What do you think of the future of your software industry?
Xiao Li smiled: “Nowadays, the scale of the industry here is getting bigger and bigger, and there is more and more data to process, how to integrate it without relying on technological software?” Brother, our software industry is just needed, and it will only get better and better in the future. ”
04 Conclusion
As the foundation industry, pajamas have marked the times for Guangdong Chaoshan Province. In this surging tide of pajamas, there are big names, the vivid and wonderful of merchants, and the fireworks stories of hired workers.
Although facing the dilemma of talent shortage and the impact of rising raw material prices, for an industrial group boosted by the epidemic, more orders are still a confidence guarantee for the continuation of business.
In the future, see if Chaoshan pajamas can explore a path of prosperity and development of their own in the ups and downs of history.
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