Zhejiang Puyuan, The Sweaters Capital, Faces The "Double 11"

"If this dress has a zipper, you can pull it open and wear it with the collar turned down." "This sweater is extremely cost-effective, close to 300 grams. Let me show you the color!" On November 11, on the live broadcast platform of a clothing company in Puyuan Town, Tongxiang City, Zhejiang Province, down jackets, sweaters and other autumn and winter styles continued to update, and 50000 repeat customers competed online.

At the turn of autumn and winter, when the weather is getting cooler, many consumers are taking advantage of the "Double 11" to buy cheap sweaters, down jackets and other clothing. At present, in Puyuan, an important woolen sweater market in the country, a "traffic battle" without gunpowder smoke is being waged. From the supply base to e-commerce enterprises, from the anchor to the operator, everyone is working hard to meet the battle.

Li Yan, the anchor of the above clothing company, said that in the four live broadcast booths, all categories of men's and women's clothing were broadcast in turn, from 7 a.m. to 24 midnight. "We have three live broadcasts a day. Generally, we have to prepare at least forty or fifty varieties for one live broadcast." Li Yan said.

During the "Double 11" period, the anchor carried goods on live broadcast in the Puyuan sweater market. Courtesy of Puyuan Town

On the wave of live broadcast e-commerce, the enterprise is expected to achieve sales of nearly 10 million yuan during the "Double 11" this year. When talking about the secret of online "selling", Yu Yongxiang, the chairman of the company, said that having an independent brand and a strong R&D capability is the key. In recent years, the enterprise has invested nearly 3 million yuan annually in new product development, and has launched nearly 1000 new models every year.

"Our own brand has premium space. Product innovation, coupled with good service, can create a market." Yu Yongxiang said that during the "Double 11" period, they launched many new products and benefits.

As the boss of a clothing enterprise, Chen Xianxi, 45 years old this year, squatted in the live broadcast room every day during this period of time and became the anchor with goods.

During the "Double 11" period, Chen Xianxi broadcasts for 4 hours every day. His account has more than 1 million fans on platforms such as Tiaoyin and Fasthand. He is a little famous "online celebrity boss" in the local area.

Chen Xianxi said: "The future staffing of 'Boss' is a brand spokesperson, and consumers' recognition of the brand is just like Dong Mingzhu."

In the studio, fans called Chen Xianxi "Xige". Although his voice was slightly hoarse and his Mandarin was not standard, his popularity was still high. Chen Xianxi said that in recent years, his company's annual clothing sales exceeded 1 billion yuan, of which online sales accounted for 30%. "It's OK to sell millions of yuan of clothes in a big live broadcast, but it's normal to sell 120000 yuan in a small broadcast. I don't care how much the deal is. In my studio, I just promote the brand," Chen Xianxi said.

Like the live broadcast room of e-commerce enterprises, in a sweater supply market of Puyuan, it is also a busy scene. Customers are in a hurry, and they place orders in advance through the online platform. At present, there are more than 260 stalls in this base, with a daily flow of nearly 10000 people.

Cai Yueqin, manager of the marketing department of Puyuan TransUnion Men's Wear International E-commerce Base, said: "We are an e-commerce base of all categories. At this time of year, our base is the busiest time, with a large traffic flow and people flow. We will strengthen the allocation of security personnel, control the main channels and environmental sanitation in the market, and better serve the merchants in our market. "

There is a dense flow of customers and merchants, and the warehouse distribution is even more back and forth. It is reported that at present, there are about 250 cross chain stores. During the "Double 11" period, the number of people reached more than 10000, double the usual number.

With the "Double 11" and the arrival of autumn and winter peak season, the heat value of Puyuan sweater market is full at present. Lan Xiaoling, the person in charge of Shunfeng Express in Puyuan District, said that since October, the daily average number of deliveries and receipts in the local area has exceeded 240000, three times the usual number. Among them, the number of deliveries received by the market and e-commerce enterprises has exceeded 110000, which is expected to rise later.

"Because of the particularity of the market, the outlets are in a state of continuous operation 24 hours a day, and the maximum number of receipts of my brother exceeds 5000, and I will be busy until 6:00 the next day at the latest." Lan Xiaoling said. According to incomplete statistics, the freight throughput of Puyuan Logistics Park from October 1 to November 10, 2024 is about 62840.77 tons.

(Source: China News Network)