Developing “two markets” with charm and vitality, the silk industry weaves beautiful scenes
Spring returns to the earth, all things revive, and the silk world is once again full of vitality.
At the recently held “Silk Suzhou 2023” exhibition, there were professional buyers looking for suppliers of silk souvenirs, some integrating the advantageous resources of the grafting industry, and some recommending full-link digital and intelligent solutions… The silk industry shows infinite charm and vitality with its powerful “magnetic force”.
Digging into the potential of live streaming e-commerce
At the “Silk Suzhou 2023” exhibition, Embroidery Linglong (Suzhou) Embroidery Art Co., Ltd. conducted a live broadcast, sold online and offline simultaneously, and received a total order volume of more than 40,000 yuan; Jiangsu Huajia Holding Group Co., Ltd. will The live broadcast room was moved to the scene and received orders of more than 100,000 yuan; China Silk Industry Co., Ltd. conducted a live broadcast to bring goods, with 30,000 views in two days, and GMV of 130,000 yuan in 5 hours of bringing goods… In the popular era of Internet marketing Nowadays, silk companies have turned to online live broadcast platforms and gained huge benefits.
On April 3, an order for “Zhoucun Silk” products with a value of US$8,409.7 departed from Dadianfang Silk Group Co., Ltd. (hereinafter referred to as “Dayanfang Silk”) and was airlifted to France through cross-border e-commerce B2B. . “The products we produce are sold in Lunke,” said Zhang Xiaoguang, general manager of Dyeingfang Silk. The cost of the silk used in this type of product is between 500,000 yuan and 600,000 yuan per ton. Through manual weaving, hooking and other techniques, the silk is woven into ribbons and made into shawls, silk ribbon clothes for women, etc., which has a strong ethnic origin. feature.
Last year, Dyeingfang Silk completed nearly US$3 million in export orders online, accounting for more than half of all self-operated exports. Since the beginning of this year, Dayanfang Silk has increased its efforts in e-commerce marketing team building and deepened strategic cooperation with e-commerce platforms such as “Alibaba International Station”, “1688” and “Made in China” , attracting nearly 200 high-quality customers from the United States, Australia, Germany and Southeast Asian countries and regions. “This year we adopted online methods such as ‘live streaming’ and ‘WeChat mall’ and logged into the Amazon e-commerce platform, further enriching the cross-border e-commerce platform and channels,” Zhang Xiaoguang said.
With the popularity of e-commerce, the online sales momentum of Jiangsu Huajia Group’s silk clothing brand Sanluo cannot be underestimated. Huajia Group has opened Sanluo Tmall flagship store, JD.com self-operated store and Douyin store. Through social media planting + e-commerce platform promotion, the consumer market has been quickly opened, and sales have grown at an annual rate of 80%.
As a representative of the new domestic silk brand, Taihu Snow Silk Co., Ltd. (hereinafter referred to as “Taihu Snow”) has not only laid out its e-commerce platform, but also targeted the trend of live streaming to bring goods, and has made full efforts in the new retail track. It has focused on live broadcast platforms such as Tmall, Douyin, and video accounts. After Taihuxue got involved in live streaming sales during the epidemic in 2020, it pressed the fast forward button on its sales model innovation. At present, it has built 3 live broadcast teams and sells more than 5,000 silk products every day. Cross-border e-commerce sales have also grown rapidly, with Taihu snow silk products continuously being sold to consumers around the world. Cross-border e-commerce business not only broadens overseas sales channels, but Taihuxue can also grasp the preferences of overseas markets and product end users through export cross-border e-commerce data analysis, providing important parameters for supply chain management and new product development.
“In the future layout of e-commerce live broadcast, Taihu Snow will continue to adhere to high-quality craftsmanship, develop more innovative new products that young people like, and develop more More channels to bring goods, cultivate more excellent operation teams, and better promote traditional silk sericulture culture.” said Hu Yufang, chairman of Taihu Snow.
Frequent efforts in overseas markets
Creative products such as the Grand Canal, Submarine, Fashionable Strawberry, and Zhenze Silkworm IP amazed the audience; the “intangible cultural heritage” derivative-“Silk Flower” cultural and creative handicrafts attracted many audiences… In 2023 China International At the Home Textiles and Accessories (Spring and Summer) Expo, the products of Taihuxue, Jili, Ciyun and other silk companies attracted many domestic and foreign merchants to watch and select their products.
Silk companies not only gained a lot from domestic exhibitions, but also shined at overseas exhibitions, receiving many orders and cooperation opportunities.
Dayanfang Silk won a large order of 8,000 silk pillowcases at the 25th China Shandong Export Commodity Exhibition held in Osaka, Japan in early March. In order to meet the machine-washing requirements of Japanese customers for silk products, Dyeingfang Silk made technological improvements and eventually won the recognition and favor of Japanese customers.
Since the beginning of this year, Dyefang Silk has participated in 4 overseas exhibitions and reached cooperation with 10 new customers, driving exports to increase by 2.6 times in the first quarter. Having tasted the benefits, Dayanfang Silk signed up for the next 12 overseas exhibitions this year. Zhang Xiaoguang said: “Through offline professional exhibitions, customers can directly see and touch our products, which gives them a sense of experience, which greatly enhances the company’s credibility in the minds of customers. We are very committed to improving the annual foreign trade.” Export with confidence.”
BroadIn order to get rid of the “destiny” of being at the bottom of the industrial chain and only “making wedding clothes for others”, Xijialian Silk Co., Ltd. (hereinafter referred to as “Jialian Silk”) took the initiative to enter the field of silk home textiles at the top of the industrial chain. With ” Brands such as “Southern Silk Nest”, “Sanjie Impression” and “Yishaease” have excellent quality and strong product power, and are expanding into overseas markets. At present, Jialian Silk’s sales orders for silk home textile products in 2023 have exceeded 70 million yuan, and annual sales are expected to exceed 100 million yuan.
Hu Yufang said: “With the deepening of economic globalization, the scale of the textile and apparel market, including silk, continues to grow. Developed economies are still the main markets for silk commodity exports. The purchasing power of emerging economies has increased, which is conducive to the expansion of international trade. Silk consumption demand. We are optimistic about the opportunities and development of overseas markets and have formulated the strategy of ‘Made in China + Brands going overseas’. In the future, we will continue to increase investment in overseas e-commerce platforms, further expand overseas markets, and accelerate channel construction in overseas markets. At present, the company’s overseas sales channels are mainly responsible for overseas sales through Amazon, Ebay platform and Taihu Snow Overseas official website, and the sales in overseas markets account for about 20%.”
Strong forces join forces to achieve win-win results
Entering the second quarter, scenes of central and local cooperation, regional exchanges, and international cooperation constitute a new picture of the silk industry’s rapid development.
On April 8, China Silk Industry Co., Ltd., a subsidiary of China Hengtian, signed a strategic cooperation framework agreement with Jiangsu Wujiang High-tech Zone (Shengze Town). The two parties will focus on textile trade, “Internet +”, technical cooperation, brand building, fashion activities and other fields, work together to promote the transformation and upgrading of the silk textile industry, and accelerate the realization of highQualitydevelopment. This is a brand new attempt for both parties. Jin Yongchuan, Chairman of China Hengtian, said: “We hope that through this strategic cooperation, we will promote close contact between the two parties, further leverage the fundamental advantages of central-owned enterprise brands and local industries, create a model for central-local cooperation, promote a resonance effect between the two parties, create a win-win situation, and achieve common goals. Grow.”
In order to strengthen economic and trade exchanges and cooperation between silk enterprises in Guangxi and Zhejiang provinces, starting from April 10, the Guangxi Cocoon and Silk Industry Association organized a delegation of 22 Guangxi silk enterprises to Zhejiang to carry out a week-long inspection and exchange and production and marketing docking economic and trade cooperation activities. Understand and study the silk weaving and fashion development process; actively communicate on the upstream and downstream industry links, docking and demand promotion, etc.; focus on the pain points and blockages commonly encountered by enterprises in rules, markets and other aspects, and resolve and unblock them on the spot…Through inspections and exchanges, Zhejiang Guangxi silk enterprises have enhanced development consensus.
Wu Jingen, President of the Zhejiang Silk Association, said, “Taking this matchmaking meeting as an opportunity, Zhejiang and Guangxi silk companies will strengthen the sharing and docking of supply and demand information, effectively create a good industrial ecology and enhance industrial vitality. Silk companies in Zhejiang and Guangxi learn from each other Mutual learning, walking in the same direction, symbiosis and win-win, are deepening and expanding to a higher level and wider areas.”
Currently, international exchanges and cooperation are recovering rapidly. The advancement of the “One Belt, One Road” initiative and the effective implementation of RCEP have opened up a broader global market for silk companies and carried out more extensive International cooperation brings new opportunities.
Praakob Poppong, Director of the Sericulture Department of the Ministry of Agriculture of Thailand, and his delegation visited the China Silk Association during the Silk Suzhou 2023 Exhibition. The delegation from the Ministry of Agriculture of Thailand expressed its strong willingness to continue to deepen cooperation between China and Thailand, and conducted in-depth discussions on the diversity of silk trade cooperation. Qian Youqing, Chairman of the Board of Supervisors of the China Silk Association, said that China’s silk has now formed a full industry chain from mulberry planting to silk reeling, and has reached mechanized and intelligent production. . It is hoped that the silk industries of China and Thailand will strengthen exchanges and cooperation, achieve mutual benefit and win-win results, and jointly promote the development of global cocoon silk.
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