Yuyao News Network (Yao Jie client reporter Zhu Conggu) The glamorous fur anchors have countless hardships and efforts behind them. Even more commendable than this is the new generation of fur people, the innovative spirit and learning ability of entrepreneurs. They not only inherit the fine traditions of the older generations of entrepreneurs who endure hardships and stand hard work, but also keep up with the times to take advantage of design innovation and marketing innovation. express train-
“I am not a’rich second generation’, but a standard’leather second generation’… By the way, our fur has passed the ISO9001 quality system certification and has been awarded the “Chinese Leather Logo Brand” by the China Fur Association. When you buy, please Be sure to look for the’Zu Aman’ trademark…”
This is the “Leather Second Generation” dry Pinqin of Yuyao Qinchen Clothing Co., Ltd. located in Yangjia Village, Langxia Street, selling fur clothing in the live studio of the factory. From the “live broadcast” test of the water in 2018 to the present, Qian Pinqin has gone from “panic” at the beginning to “assured” at the moment. The live broadcast skills have been increasing with the increase in the volume of goods carried. The proportion of the total sales volume of the live broadcast The initial 30% has steadily increased to 70%.
In Langxia, there are more than 25,000 people like Qian Pingqin every day, and they start to rush around the fur industry. After more than 40 years of development in two generations, fur garments have now become one of Langxia’s important characteristic industries. , Langlang fur clothing trading volume accounts for one-seventh of the world, becoming the largest professional mink fur clothing trading center in China.
“Pin this,” my father is the brother of Gan Yifeng, the chairman of Langxia Fur Chamber of Commerce. Our production of fur garments is mainly influenced and driven by our uncle. ”
Gan Pinqin said that if the source is to be traced, the “seed” of the fur industry is planted by the members of the Gan clan, Gan Ruliang.
In October 1979, Gan Ruliang, who had gone to Hong Kong for business from Shanghai in his early years, returned to his hometown of Xigan Village and decided to build a fur factory in the village to return Sangzi. Qian Ruliang invested in the construction of workshops, purchased equipment and raw materials, and Xigan Village took part in the formation of land and labor as investment. At the beginning of the establishment of the factory, Qian Ruliang appointed a Hong Kong master to teach the villagers skills in the factory. After more than a year of study and training, these villagers have become the backbone of the Xigan Fur Clothing Factory. Among them is Qian Pingqin’s uncle, the current president of Yuyao Fur Chamber of Commerce, Qian Yifeng.
The sales momentum of the products is good, and the number of workers in the fur factory has gradually increased, at most 280. After these generations of farmers who have lived on farming became workers in fur factories, their family income generally increased.
Later, collective fur clothing enterprises gradually disappeared, and workers went home one after another to start their own fur clothing enterprises. Under the active guidance and support of the local government, such flexible individual fur clothing enterprises have sprung up in Langxia. The “Mrs. Mengsha” brand fur created by Yuyao Leicester Fur Factory founded by Qian Yifeng has become an industry benchmark.
With the support and guidance of his uncle Qian Yifeng, Qian Pingqin’s parents made more than 900 fur garments when they first joined the trade in 2005, and they were basically sold out. In the following year, they produced and sold more than 2,000 fur garments.
Just as the fur business of Qian Pinqin’s parents was advancing smoothly, they sneezed in the international fur auction market in Denmark, which made Langxia fur industry a “cold”.
At the end of 2006, Gan Pinqin’s father bought more than 10,000 mink skins to reserve raw materials for the coming year. Unexpectedly, this batch of furs has not yet produced a fur suit. At the beginning of 2007, the international mink fur prices showed a “cliff” downward trend, with each skin falling by as much as 200 yuan. Some fur processing companies therefore “can’t afford to be sick.” .
In 2008, 21-year-old Gan Pinqin gave up his university studies and returned to his parents’ fur processing factory to share the pressure for his parents.
“Later on, we were very cautious about making skins. We went to auctions a few times a year. We would rather people work harder, buy a little, and do a little.” Gan Pinqin said, on the basis of maintaining a relatively stable supply of raw materials, By 2010, the company’s output reached the “ceiling”, reaching more than 12,000 pieces.
“This record has never been broken by peers so far.” Gan Pinqin said that in order to digest the output, they rented shops in Langxia for wholesale and sales of fur, but also rented shops across the country to retail fur. At most, they opened 13 retail stores.
Subjective and objective factors are superimposed, and the consumption level is increasing year by year, the Langxia fur industry is like a “snowball”. However, the mutual imitation of styles and designs seems to have become a difficult knot for this characteristic block economy. Because of the similar styles, materials, and workmanship, fur companies must fight personally, and price wars are everywhere.
In 2013, Gan Pynchon, who had taken over the baton from his parents, first decided to eliminate all the old models, and invested heavily in the development of new models every year. By cooperating with the designer team and the design studio, the fur was kept warm. Transition to “fashion”, from “clothing” to “fashion”.
“However, at the beginning of the innovation, the parents have a lot of tolerance. They believe that the style should take a steady route, even if there is a backlog, it can’t be sold this year and then sold next year. If it can’t be sold next year, it can be sold in the next year. Mink Gan Pinqin said that he understands the painstaking effort of his parents to “seek stability”. After all, starting a business is very hard and there are lessons in the past. Parents worry about innovation and risky advancement.
“Old styles can be made, but the market competition is too fierce and the profit is very low. Moreover, the old styles are contrary to the company’s brand and market positioning.” Qian Pinqin said, “Post-80s and post-90s belong to new consumer groups. In addition, for the old customers of wholesalers, when they get new clothes, there is a lot of profit, and they can drive the sales of old styles.”
After repeatedly running in with his parents, “Qiu” innovation became the family’s concerted action. In addition to cooperating with well-known fur design teams in China, dry mothers who are born in tailors often appear in the “ling market” of the Guangdong fur professional market, and continue to integrate the company’s products with the design concepts of high-end international fur brands.
“However, new product development is also a’double-edged sword’.” Qian Pinqin said that during the period from 2013 to 2015, some of the products they developed were too advanced, and they had to deal with them at a loss. Make up to three pieces of clothes to selectively control costs. ”
“Today, the company has to launch at least 500 new styles every year. If the annual output is 5,000 pieces, one style is only 10 pieces of clothes. This is more fresh for consumers.” Qian Pinqin said, “The previous one The styles are sold for two to three years, but now dozens of styles are only sold for one month.
Unanimously, through the rapid development of the Internet, clothing sales have become popular on e-commerce platforms, while furs belonging to the clothing category still follow the traditional wholesale model.
“In 2017, Gan Pinqin and his wife Chen Jingjing, whom the sales met, hit it off.” They pulled a cart of fur clothing and asked friends who sell other clothing categories to live broadcast “try it.”
“This makes the young couple very excited. When they asked their friends to leave a schedule for live broadcast of fur clothing, they were politely rejected by the other party.” “One style, more than ten pieces sold in one night, far exceeded expectations!”
In 2018, Qian Pinqin applied to the company for a corporate store, launched his own online store, and set up a live broadcast studio in the factory.
“Live sales may seem simple, but in fact it is a highly professional technical activity. It is a complete e-commerce chain. The front end includes a series of preparations such as product assembly, selection, art, copywriting, etc., and there are lights in the process. , Sound effects, interaction, field control and other details, as well as packaging, delivery, after-sales and so on.” Qian Pingqin said, no matter how difficult it is, they are determined to learn and explore from scratch.
The couple of Qian Pinqin and a relative, a total of three people take turns acting as anchors. Although they have few fans, they still broadcast live from 10 a.m. to 8 p.m., with full confidence and continuous 10 hours.
“Standing in high heels all the time, walking around, talking, repeatedly putting on and taking off heavy fur clothes, it is a great test of physical strength and voice.” Chen Jingjing said, during the live broadcast, the anchor needs to constantly base Fans request to try on a variety of styles of clothing, and give a detailed introduction to the fabric, workmanship, size and other information, and answer questions. Except for drinking water and going to the toilet, he did not leave the camera during the period.
Slowly, fans grew from one number to tens and hundreds. Until the 12th day, they finally sold their first fur. This day is August 12, 2018.
However, the dress was quickly returned. It turned out that the collar of the clothes sold was a little discolored, and the staff did not check it carefully before shipping.
“Afterwards, Gan Pinqin concluded, “Although I was trying live sales, the original wholesale sales model remained the same. “Afterwards, Gan Pinqin concluded, “Bulk sales are relatively allowed, and wholesalers generally don’t pay attention to these details. Right is the end consumer, they will pay more attention to details, which requires us to control details more strictly. ”
Two days later, Qianpinqin received the first valid order in the true sense. So far, they all remember the buyer’s name, style and color of the order. That month, Qian Pinqin sold about 30 fur clothes live. Before the Spring Festival of 2019, the company will sell more than 1,000 fur clothes live.
Through a live broadcast, the latest fur garments produced by the factory will meet thousands of fans across the country. “The sales volume in one week is more than that of some offline stores in a year.” Qian Pinqin said. Because of this, the company has cancelled all offline retail stores located in other places, and currently only retains the China Fur City. 1 physical wholesale store.
At the moment, the company’s live broadcast team has a total of 10 people. It has opened 3 live broadcast rooms on Taobao Live, which has converted 140,000 fans. At the same time, 60 fur processing households in the surrounding area commissioned dry Pinqin for live sales. Last year, the company sold more than 6,000 fur clothes, of which online sales accounted for two-thirds.
Since 1979, when the county wise cadre Ruliang planted a “seed” in his hometown, Langxia, which is far away from the source of raw materials for the fur industry and not the fur clothing consumer market, has moved from grassroots economy to modern industrial development. The family workshop was integrated into the professional market, realizing the leap-forward development from the individual workshop to the fur street to the fur city of China, becoming the country’s largest mink fur processing and production base, and fur clothing sales accounted for a quarter of the country. One-seventh of that.
In order to promote the development of the industry, Langxia Street holds fur fairs, fur clothing festivals, fur fairs and other activities every year. At the same time, using and revitalizing the China Fur City industry platform, through incentives to extend the fur industry chain, improve the level of fur clothing R&D and design, gradually realize high-end fashion creative design teams at home and abroad, increase the development speed of fur industry brands, and expand the entire fashion industry chain. Accelerate the transformation and development of the fur industry towards fashion and fashion. Guide fur self-employed businesses to upgrade to enterprises, enterprises to expand to scale, and continuously improve the scale, efficiency and influence of fur industry.
At present, Langxia prefecture has fur production enterprises in 1580, and more than 25,000 people are employed. Last year, these companies processed 7.5 million mink skins and sold approximately 700,000 fur garments annually, reaching US$4 billion.
Today, China Fur City is recognized by the China Federation of Commerce as the “China Mink Fur Clothing Professional Market”, as well as “China’s Top 50 Brand Value Commodity Markets”, “China’s Top 100 Commodity Markets”, “China Excellent Demonstration Markets”, and “National Credit Demonstration market”…
Post time: Oct-22-2020