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"Recently running around, sleeping can not turn off the phone, 7 times 24 hours online standby." Shaoxing Keqiao fabric supplier Zhang Guofa seems busy and anxious. He has been engaged in the fabric business for many years. He has been involved in many difficult problems, but this time he said, "The pressure is great."
"There are only backward technologies and no backward industries." Since the beginning of the year, China's largest textile industry cluster is undergoing an unprecedented shutdown and transformation war.
The G20 summit is like a fuse, which opens the “Bright Sword†action of Keqiao to rectify the printing and dyeing industry. Hundreds of printing and dyeing boiler factories have been closed down, and more than 90% of printing and dyeing enterprises have been upgraded. The capacity was re-planned. In 2017, the production capacity of Keqiao's printing and dyeing enterprises was reduced from the original 20 billion meters to 12 billion meters.
The Butterfly Effect
Orders began to flock to several large plants that were not closed. Even so, these plants were still shut down for seven days during the summit. Therefore, orders for printing and dyeing and finishing are already long queues.
"July 10 delivery, June 25 must go to the fabric, before June 10 must be under the fabric contract, the purchase contract must be under the 8th." Fa Ge sent these key time nodes in the circle of friends, reminding downstream buyers Keep in mind that when you arrange the time for fabric purchase and production scheduling, you also shouted: "Let's cheer!"
Xiao Zhao, who needs to work with his brother, is responsible for the production of a net red incubator in Hangzhou. There are more than ten shops that need him to purchase fabrics. When the timetable of the brother was released, in order not to affect the original production plan, Xiao Zhao’s production department also followed the clockwork.
Keqiao is based on basic fabrics, and apparel and e-commerce companies in Jiangsu, Zhejiang and Shanghai have almost placed fabric orders here. The production capacity of fabrics has shrunk dramatically, making this fabric, which accounts for 50% of the country's sales, face unprecedented challenges. It also makes garment e-commerce experience a new round of challenges and trigger a series of butterfly effects.
Plumbing Duck Prophet
The fabrics produced and sold by the company are mainly chemical fiber, and they maintain long-term cooperation with the sellers of the three home appliances. Other orders are based on the cooperation of garment factories. Xiao Zhao’s cooperation with Fa Ge has been 5 years.
For downstream merchants, there are two advantages to placing orders here: one is to accept small orders, the cost is lower; the other is to be able to quickly replenish orders and operate flexibly. Since the contact with the e-commerce order, the annual order of 500 meters accounted for 80% of the small orders.
According to the introduction of the e-commerce customer, the e-commerce customer's order features are: the first order is based on small orders, with the pre-sale and other sales methods, the best-selling models will be turned over, the highest turnover can reach more than 5,000 meters. According to the order characteristics of the big fish that can be eaten later, it is crucial to establish a long-term cooperative trust relationship with e-commerce.
According to an apparel seller, compared to Guangzhou, Keqiao's fabric production is more traditional, based on basic fabrics, and some suppliers supply from Guangzhou. The goods in Guangzhou are known for their knit fabrics, the styles are updated quickly, and the prices are relatively cheap. However, the prices of the two places are lower than the fabric market of the surrounding cities.
Due to the cost of the road, plus the labor costs of fabric selection and communication, most Jiangsu, Zhejiang and Shanghai apparel sellers are more willing to purchase in Keqiao. For apparel e-commerce sellers, Keqiao's small order is more attractive than Guangzhou, and it is also suitable for e-commerce not to sell goods.
In such an environment, the operation mode of the hair brother is that the small single is shipped in a small cylinder, and does not use the equipment and shipping scale of the big factory. Therefore, the production price can be lowered in this way, and the small size of the e-commerce seller can be satisfied. Volume demand.
At the beginning of March this year, the hair brother has begun to prepare for the fabric production factory to move out. Affected by the G20 summit, Keqiao's small factory was shut down, and the big factory production queue was difficult. He had to turn some of the fabric printing and dyeing to Jiangsu, which caused the cost to rise significantly.
The increase in production costs is not a family, but even affects the price adjustment of the entire fabric market. According to a businessman who asked not to be named, the purchase price of fabrics has started to rise since March. As of now, the overall fabric price increase has reached 10% to 15%. For example, an ordinary composite silk chiffon, the price of 7.5 yuan a year last year, has now risen to 10 yuan a meter.
store? No?
The straight-line distance between Keqiao and Hangzhou is 53 kilometers. For downstream merchants, the unstable fabric production period is the most important hit. Therefore, whether the problem of fabrics is in front of you.
"The original can sell 2,000 pieces of clothing, because it can not make up the fabric, and finally sold only 300." Xiao Zhao did not hide his helplessness, in the face of such a dilemma, can only arrange customer service calls to notify every customer. However, the shops he is responsible for are all net red stores, paying attention to the seasonal production of the season, the usual production schedule will not exceed 3 months. This made Xiao Zhao, who never squandered goods, break the precedent.
“It’s not a last resort, it’s not going to consider fabrics.†Fabrics are like ammunition for apparel merchants, but Xiao Zhao will consider some grey fabrics unless there is no spot fabric in Guangzhou and Keqiao.
Xiao Zhao has another way to deal with it: compress the original high frequency of fabric purchases, and concentrate the purchases of 3 to 5 times in one to two times to ensure a certain amount of spot fabric. At the same time, the Purchasing and Production Department needs to work together to make late production estimates. This has great risks for sales.
The Taobao shop in Hangzhou, the egg tart family and Daxi homemade, said that the fabric purchase site has been placed more in Guangzhou. Of course this is a knock-on effect. Although the fabric dealers of some Amoy brand merchants are not in Keqiao, the chain reaction has spread to Guangzhou due to the influence of centralized stocking.
"When Keqiao can't get into the fabric, everyone will move to Guangzhou and other places, making Guangzhou's fabric shortage price rise, special way in special period, this time will be willing to save money." The founder of the Amoy brand said. However, there are certain skills in the preparation of goods, such as the basic models, ordering goods, reducing risks.
In terms of hair brothers and more businesses, fabrics require more courage and enthusiasm, and are related to product design, cost extrusion, and factory coordination. This is in the clothing e-commerce, just like gambling, "customers are still creditworthy, there are orders to give us, that is, betting." Brother sighed.
The rise in fabrics has made production costs soar. In order not to undermine the pricing of the system, Xiao Zhao will allocate some products to the off-season processing, and compress the processing fee to control the cost.
Daxijia stressed that “price increase is not the first issue to be considered.†The fabric has already disrupted the original production process, and he is more concerned about how to properly arrange the production of the factory in the case of unstable fabric futures. Time, so as not to affect the next normal sales.
Outside the storm
Interestingly, Li Sen, who runs the fabric business in Shaoxing, seems to have not been involved in this fabric storm. At this time, he is hesitant to follow the price adjustment of the market and raise his pricing.
In 2001, Li Sen was still working on the sales of grey cloths. The sales target was all state-owned units. This job brought him to the fabric market across the country and the upstream and downstream factories for fabric production. This experience made him see early that Keqiao's printing and dyeing mode is not suitable for him.
In 2008, Li Sen turned the focus of business into the production and sales of color cloth, and arranged the printing and dyeing of fabrics in Fujian. To this end, he gave two examples to illustrate:
First of all, in Keqiao pull 10,000 meters of gray cloth dyed a color, whether it is 10,000 meters of cloth or 2 kilometers of cloth, and even printing and dyeing is broken, have nothing to do with the printing and dyeing factory, dyeing fees need to be paid.
While Fujian pays attention to the passing rate of first-class products, it has the right to win more than it can, and it will not be able to compensate for the shortage of customers.
Secondly, the price of Fujian is more transparent, and the price is usually the ex-factory price of the first-class products. In contrast, Keqiao's printing and dyeing factory will inform the price of dyeing, the price of paper tube, the price of the paper, the price of the packaging... "They will be stunned by them." Li Sen said.
Because there was no printing and dyeing process in Keqiao production, Li Sen and his clients were "hidden."
According to Li Sen’s observation, the Keqiao fabrics were not unprepared. Due to the lessons learned from the China-Europe summit held in Suzhou, some fabric manufacturers have already made some preparations, and some even prepared for the external migration before the Spring Festival.
In Li Sen's annual order volume, only 10% to 15% of orders are from e-commerce. From the contact with e-commerce customers in 2011, he spent two years exploring. Among the e-commerce customers he cooperates, there are many well-known Amoy brands with annual sales of hundreds of millions, and emerging businesses such as egg tarts, all of which are aimed at the middle and high customer orders, or the pursuit of product quality.
Of course, this has a certain relationship with the fabric characteristics of his main business. Li Sen's fabrics are mainly made of cotton and cotton and special fiber blended fabrics, and such fabrics are more suitable for men's wear.
"Clothing is close-fitting, first of all, skin-friendly. Some customers in order to attract attention at a low price on the Internet, even give me a trick, reduce cotton, reduce weight and reduce dyeing process." Li Sen stressed that fabrics insurance The warranty period is guaranteed, and the customer will pay in the manner agreed by both parties.
He is using his accumulated experience in the industry to help him appreciate the e-commerce sellers, give spot products, adjust the number of factory delivery and so on. In the end, Li Sen still chose not to raise the price. "I only earn the money I should make."
Editor in charge: Zhang Xiaoxiao
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