Exploit "Two Markets" With Charm And Vitality, And Create A Beautiful Scene In The Silk Industry

Spring returns to the earth, everything recovers, and the silk world is full of vitality again.

At the recently held "Silk Suzhou 2023" exhibition, there were professional buyers looking for silk gift suppliers, integrating grafting industry advantages, and recommending full link digital intelligent solutions... The silk industry showed infinite charm and vitality with a strong "magnetic force".

　　 Deeply tap the potential of live broadcast e-commerce

At the "Silk Suzhou 2023" exhibition, Embroidery Linglong (Suzhou) Embroidery Art Co., Ltd. carried out live broadcast, sold online and offline simultaneously, and received orders totaling more than 40000 yuan; Jiangsu Huajia Holding Group Co., Ltd. moved the live broadcast room to the scene and received orders of more than 100000 yuan; China Silk Industry Co., Ltd. carried goods live, with 30000 people watching in two days and 130000 yuan GMV in five hours... At the moment of the prevalence of Internet marketing, silk enterprises shifted to online live broadcasting platforms and gained huge profits.

In recent years, silk enterprises have taken advantage of Internet e-commerce channels to actively promote silk boutiques and build silk brands.

On April 3, an order for "Zhoucun Silk" products worth US $8409.7 was sent from Dayanfang Silk Group Co., Ltd. (hereinafter referred to as "Dayanfang Silk") to France by air via cross-border e-commerce B2B. "This kind of products we produce are sold in grams," said Zhang Xiaoguang, general manager of Dayanfang Silk. The cost of silk used in this kind of products is between 500000 yuan and 600000 yuan per ton. Through manual weaving, hook and other techniques, silk is woven into ribbons, shawls, women's silk belt clothes, etc., with strong national characteristics.

Last year, Dayanfang Silk Line completed nearly US $3 million of export orders, accounting for more than half of all self operated exports. Since this year, Dayanfang Silk has strengthened the construction of e-commerce marketing team, deepened strategic cooperation with e-commerce platforms such as "Ali International Station", "1688" and "Made in China", and attracted nearly 200 high-quality customers from the United States, Australia, Germany, and Southeast Asian countries and regions. "This year, we have adopted online methods such as' live broadcast with goods' and 'WeChat mall' to log on to the Amazon e-commerce platform, further enriching the platform and channels of cross-border e-commerce," said Zhang Xiaoguang.

With the popularity of e-commerce, the online sales momentum of the silk clothing brand Sangluo of Jiangsu Huajia Group cannot be underestimated. Huajia Group has opened a flagship store of Sanluo Tmall, a self run store of Jingdong and a small shop of Tiaoyin. Through the form of social media grass planting+e-commerce platform promotion, we quickly opened the consumer market, and the sales increased 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"), while laying out e-commerce platforms, has also targeted the outlets for live broadcast of goods, and has made all-round efforts to develop new retail tracks, focusing on live broadcast platforms such as Tmall, Tiao Yin, and video number. After Taihu Snow got involved in live sales during the epidemic in 2020, the fast forward button was pressed for sales model innovation. At present, three live broadcast teams have been set up, with an average daily sales of more than 5000 pieces of silk products. Cross border e-commerce sales also grew rapidly, selling Taihu Snow Silk products to global consumers. The cross-border e-commerce business not only broadens overseas sales channels, but also enables Taihu Snow to grasp the preferences of overseas markets and end users of products through export cross-border e-commerce data analysis, providing important parameters for supply chain management and new product development.

"In the future e-commerce live broadcast layout, Taihu Snow will continue to adhere to high-quality craftsmanship, develop innovative products that more young people like, open up more delivery channels, cultivate more excellent operation teams, and better promote traditional silk and sericulture," said Hu Yufang, chairman of Taihu Snow.

　 Frequent efforts in overseas markets

Creative products such as the Grand Canal, Su Bo co branding, fashionable strawberries, Zhenze Silkworm IP, etc. surprised the audience; "Intangible Cultural Heritage" derivatives - "silk flowers" cultural and creative handicrafts attract many visitors to linger... At the 2023 China International Home Textiles and Accessories (Spring and Summer) Expo, the products of Taihu Snow, Jili, Ciyun and other silk enterprises, once unveiled, attracted many domestic and foreign merchants to watch and choose.

Silk enterprises not only gained a lot in domestic exhibitions, but also shone brilliantly in overseas exhibitions, obtaining many orders and cooperation opportunities.

At the 25th China Shandong Export Commodities Exhibition held in Osaka, Japan, in early March, Otain House Silk won a large order of 8000 silk pillowcases. In order to meet the machine washing requirements of Japanese customers for silk products, Dayanfang Silk has made technical improvements, and finally won the recognition and favor of Japanese customers.

Since this year, Dayanfang Silk has participated in 4 overseas exhibitions and reached cooperation with 10 new customers, driving the export volume of the first quarter to increase 2.6 times. 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 our products, directly touch our products, and have a sense of experience, which greatly improves the credibility of enterprises in the eyes of customers, and we are confident in improving foreign trade exports throughout the year."

Guangxi Jialian Silk Co., Ltd. (hereinafter referred to as "Jialian Silk"), in order to get rid of the "fate" of being at the bottom of the industrial chain and having to "make wedding clothes for others", has taken the initiative to enter the silk home textile field at the top of the industrial chain. By virtue of the excellent quality and strong product strength of brands such as "Southern Silk Nest", "Third Sister Impression" and "A Little Ease", it has expanded to overseas markets. At present, the sales order of silk home textile products of Jialian Silk in 2023 has exceeded 70 million yuan, and the annual sales volume is expected to exceed 100 million yuan.

Hu Yufang said: "With the deepening development of economic globalization, the size of the textile and clothing market, including silk, continues to grow. Developed economies are still the main markets for silk commodity exports. The rising purchasing power of emerging economies is conducive to expanding international 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 to Sea ", which will continue in the future 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 overseas market sales account for about 20%. "

　　 Strong and strong teams work together to achieve win-win results

In the second quarter, the scenes of central and local cooperation, regional exchanges and international cooperation constitute a new picture of the rapid development of the silk industry.

On April 8, China Silk Industry Co., Ltd., a subsidiary of China Hengtianxia, signed a strategic cooperation framework agreement with Jiangsu Wujiang High tech Zone (Shengze Town). The two sides will focus on textile trade, "Internet+", technical cooperation, brand building, fashion activities and other fields to promote the transformation and upgrading of the silk textile industry and accelerate high-quality development. This is a new attempt for both sides. Jin Yongchuan, Chairman of China Hengtian, said: "We hope that through this strategic cooperation, we can promote close ties between the two sides, further give play to the central enterprise brand and local industry foundation advantages, create a model for central local cooperation, and promote the two sides to produce resonance effects, create a win-win situation, and achieve common growth."

In order to strengthen the economic and trade exchanges and cooperation between silk enterprises in Guangxi and Zhejiang provinces, from April 10, the Guangxi Cocoon and Silk Industry Association organized 22 Guangxi silk enterprises to visit Zhejiang for a week-long investigation and exchange and production and marketing docking economic and trade cooperation activities to learn about silk weaving and fashion development processes; Actively communicate on upstream and downstream industry chain connection, docking and demand promotion; Focusing on the pain points and blockages commonly encountered by enterprises in terms of rules, markets and other aspects, we solved them on the spot... Through investigation and exchange, Zhejiang Guangxi silk enterprises have enhanced their development consensus.

Wu Jingen, president of Zhejiang Silk Association, said, "Taking this matchmaking meeting as an opportunity, Zhejiang and Guangxi silk enterprises will strengthen the sharing and matchmaking of supply and demand information, effectively create a good industry ecology, and enhance the vitality of the industry. Zhejiang and Guangxi silk enterprises learn from each other, go together, and achieve symbiosis and win-win results, and are deepening their expansion at a higher level and in a broader field."

At present, the rapid resumption of international exchanges and cooperation, the promotion of the "Belt and Road" initiative and the effective implementation of RCEP have brought new opportunities for silk enterprises to explore a broader global market and carry out more extensive international cooperation.

The delegation led by Parakob Poppong, Director of Sericulture Department of the Ministry of Agriculture of Thailand, paid a visit to the China Silk Association during the Silk Suzhou 2023 Exhibition. The delegation from the Ministry of Agriculture of Thailand expressed a strong desire to continue to deepen the cooperation between China and Thailand, and carried out 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 at present, China's silk industry has formed a whole industrial chain from mulberry planting to silk reeling, and has reached mechanized and intelligent production. It is hoped that the silk industry of China and Thailand will strengthen exchanges and cooperation, achieve mutual benefit and win-win results, and jointly promote the development of global cocoon and silk.

(Source: China Textile News/reporter Teng Huirong)