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Why China’s four-piece suits are produced in Nantong-IT Home

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Nantong Dieshiqiao not only contracted the sleep of you and me, but also contracted the sleep of more than 60% of the world’s market.

Students who have bought a four-piece bed set should have discovered one thing:Most of the four-piece bed sets come from one place – Nantong, Jiangsu.

Further speaking, it should come from Dieshiqiao International Home Textile City in Nantong. There, mattresses worth two million yuan may not be common, but four-piece bed sets worth two hundred yuan are available everywhere.

Today’s issue,I want to talk to you about why Nantong is rich in bedding products? How many twists and turns are there in this bedding?

01

Let’s look at a data first.

In 2021, the annual transaction volume of Nantong’s home textile market will exceed 230 billion yuan, supplying more than 60% of the global market.

Not only that, the annual output of Nantong Home Textile’s bedding products has exceeded 1.2 billion pieces, with an average capacity of 1,350 sets, 670 quilts and 340 pillows per minute. The daily express package volume exceeds 2.4 million pieces,On average, 1,680 pieces are sent to all parts of the country every minute.

It took Nantong less than 40 years to grow from a small street stall back then to the largest home textile distribution center in the country. Behind this, it is not the hard work of an individual, but the common advance and retreat of a group;It not only has sufficient financial guarantee, but also has a strong supply chain system support.

Nantong is now able to gain a foothold in the home textile industry, and it is due to one person to trace the source, that is the “Mr. Zhang Si” that old Nantong people often talk about.Zhang Jian.

Zhang Jian, the last number one scholar in the Qing Dynasty and the founder of Nantong Home Textile Universe, made Nantong the famous “Modern City” during the Republic of China by himself.

To sum up, this old-fashioned literati who abandoned his official position and went to business in his forties, returned to his hometown Nantong and mainly did three major things:Industry, education, public construction.

Among them, what benefited the current textile industry in Nantong was his first step in saving the country through industry, establishing the “Dasheng Spinning Factory”.

In addition, in order not to be controlled by others, Zhang Jian had the foresight to establish a series of factories with Dasheng Spinning Mill as the core of the industrial chain.

For example, he led the reclamation of more than 17 million acres of deserted beaches, from Lianyungang, Yancheng to Nantong and other places, turning large areas of saline-alkali land into cotton fields. question.

After cotton processing, a large amount of cottonseed will be produced, which can be used to extract oil, so he founded the “Guangsheng Oil Factory” by the way. All these products were exported to Nanjing, Shanghai and other places, so he established the “Dada River Shipping Company”.

All in all, around the cotton textile industry, Zhang Jian successively established a dozen companies, laying a solid foundation for the modern industrialization of Nantong.In particular, the seeds of the textile industry have been sown. There are raw material production, fabric processing, and transportation channels. The basic industrial structure has been preliminarily determined.

Although due to the war, the development of Nantong’s light industry has experienced a hiatus for decades, but at least the foundation and chassis of these industries are still there, just waiting for the arrival of a new era.

The most obvious change is that the craftsmanship related to textiles has gradually become one of the means of survival for Nantong people.This is not only in Nantong, but also in towns in Jiangsu and Zhejiang.

The modern Nantong home textile industry is benefiting from this.

02

At the junction of Chuanjiang Town in Nantong and Sanxing Town in Haimen District, there used to be a bridge calledStacked stone bridge.Since the 1950s and 1960s, villagers around the bridge have secretly gathered around the bridge to exchange food coupons, cloth tickets and other coupons, forming a tacit trading point.

Later, some restless villagers began to set up stalls to sell all kinds of small handmade embroidery and pillowcases, and gradually the product categories expanded to bed sheets, quilt covers and so on. These handmade products have been liked by many people, and the reputation of “Dieshiqiao sells embroidery” has gradually spread.

In 1983, 6 mu of farmland was set aside in the east of Dieshiqiao, and simple stalls were set up; and in Zhihao Village, west of Dieshiqiao, a bamboo shed market was also set up, the prototype of the two major markets around Dieshiqiao Thus formed.

Three years later, the number of stalls on the east and west sides of Dieshiqiao has reached more than 4,000, and the daily turnover has exceeded one million yuan.In 1987, “Nantong City Sanxing Dieshiqiao Embroidery Market” and “Zhihao Cloth Exchange” were formally established successively.

As you can see from the name, in fact, at that time, no one really had the concept of “home textiles”. No matter what you sold were cloth, bed sheets, pillowcases, quilt covers and other bedding, they were all classified as embroidery.

This also shows that these products at that time were still mainly sewn by hand, or made with the help of pedal sewing machines, and the entire industry was still in the extensive stage of manual workshops.

Dieshiqiao was originally located at the junction of towns and villages, and the people engaged in these embroidery transactions were basically farmers in the villages and towns. Through the establishment of the market, a group of individual farmers and merchants who were geographically dispersed but connected with each other were formed with the family as the unit.

in other words,The entire large textile industry has also been rejuvenated on this basis.

Among them, some people are responsible for production, some are responsible for sales, and some are responsible for running business.

In the 1980s and 1990s, there was another special phenomenon of the times, that is, “trafficking” prevailed in all walks of life, and many people made a fortune by taking advantage of the price difference between buying and selling goods. Just like in the recently hit TV series “The Wind Blows Pinellia”, the heroine Xu Banxia started by selling scrap steel.

Similarly, many people in Dieshiqiao have become veritable losers.They took these embroideries out of Nantong and went to all parts of the country, especially the north where the three eastern provinces are the main positions, thus establishing a sales network for Dieshiqiao embroidery all over the country.

The real rise of the domestic home textile market was in the middle and late 1990s. Since 1993, Sanhe Home Textiles, Dong Dong Bao Home Textiles and other Hong Kong and Taiwan home textile companies established in my country have successively entered the mainland market, bringing new upgrades and changes to the entire industry.

Nantong, which was originally the first to open up the atmosphere, is also keenly aware of this new atmosphere.

In 1997, “Dieshiqiao Embroidery City” further expanded eastward. Beginning in 2001, “Dieshiqiao International Home Textile City” was officially put into operation and construction. From the first phase to the third phase, it expanded from 50,000 square meters to 1 million square meters. Under the leadership of the local government, coupled with the pioneering efforts of private manufacturers , Nantong Dieshiqiao Home Textile Universe was formally formed.

At the end of that year, it also happened to be the time when China joined the WTO. With the huge demand for foreign trade, from the perspective of the overall environment, the domestic textile industry has ushered in the glory of rapid development for nearly ten years after that, and relying on the demographic dividend, it has gradually become a Textile factory of the world.

In the years when foreign trade was rising, a large part of the small and medium-sized manufacturers in the Dieshiqiao home textile market were engaged in OEM and export business.Its products are not only exported to traditional home textile mainstream consumer markets such as the United States, Europe, and Japan, but also to countries such as South Africa, Romania, and Chile.

so,Dieshiqiao not only contracted the sleep of you and me, but also contracted the sleep of more than 60% of the world’s market.

03

In addition, there are many factories here that undertake the OEM business.

In fact, most of the home textile brands we see on the market, as well as comprehensive brands like MUJI, have several fixed cooperative foundries in Nantong.

The rise of e-commerce channels almost at the same time just gave them a new outlet. This is also the reason why when you search for bedding on major e-commerce platforms, Nantong ships everywhere.

If you have also bought these four-piece bed sets online, you should feel similar to me.

I often buy the so-called four-piece set of Tianzhu cotton and washed cotton with the texture of “sleeping naked”. If you go to MUJI to buy it, it will cost about four to five hundred sets. If you go to various Yanxuan stores to buy, the price is about two or three hundred. If you buy it from various shops with the same banner as the foundry of a certain treasure, the price will probably be in the early 200s. If you search through other channels, it is not impossible to find more than a hundred.

Are you going to say there is any difference between products with such a huge price difference? From my personal experience, the main difference lies in the color and style. Expensive ones will pill or even break after a few washes, but cheap ones are at least less painful to replace.

Obviously, ex-factory price, OEM price and brand price are completely different. I have come into contact with some factories because of work relationship before. It can be said that all the factories with some accumulated technology do not want to operate their own brands.

Nantong’s home textile industry is certainly the same. Taking the well-known Luolai Home Textile as an example, the development direction is more representative.

The earliest name was Luolai, which was a Europeanized name specially used.Because in the past few decades, European-style home decoration has been very popular, and it was once synonymous with high-end home decoration. Everyone should have the impression that not only bedding such as Luolai, but also many household products, including flooring, doors and windows, etc., in the early years, Chinese brands liked to use foreign names.

In the later period, it was renamed Luolai Life and began to follow the path of MUJI.

Not just Rollei. You can see that the xx selections who have entered home life from the Internet are basically MUJI products for learning. Moreover, the four-piece bed set is also one of the “popular items” of each company.

04

It has to be said here that companies like MUJI have strong marketing capabilities.

The home textile industry is an industry with a low technical threshold, which has led to a large number of plagiarism, especially the same pattern.In the new century, the Dieshiqiao market has introduced copyright protection measures related to flower patterns very early. But this protects the original design, not similar patterns.

Anyway, whatever pattern is popular, your family can make it, and my factory can change it and print it out immediately.

Another difference between bedding products is the fabric, so the fabric is often the marketing point of the brands. The concept of “Tianzhu cotton” produced by MUJI was originally called “stretch jersey”. In fact, this is a kind of knitting technology, and the production method of the same fabric is used for autumn clothes and long johns.

So you think the texture of Tianzhu cotton is very similar to long johns, don’t doubt it, because it is long johns.

Since it is the same fabric as long johns and johns, “sleeping naked” is not a problem.

What can be seen is how MUJI created a bed product: it gave a tall name and designed a simple but memorable color(Mainly plain colors, stripes and grids)and then raised the concept of “sleeping naked”.

And most factories,In fact, what is lacking is this design ability. It’s not that I don’t want to build my own brand, but that the process of building a brand is too complicated.

On the one hand, it takes a huge amount of money to make the brand itself. On the other hand, a large part of the profit source of these factories and enterprises comes from OEM. So they need to produce products for their potential “competitors” at the same time. This phenomenon not only appears in the home textile industry, but also in various industries. I’ll have a chat when I have time.

However, due to environmental reasons in the past few years, the performance of offline physical stores has not been stable, and various wholesale sales and even export sales have been affected. More and more people buy things and prefer cost-effectiveness rather than brands.

Therefore, many businesses have begun to try the live broadcast mode. According to incomplete statistics from the Nantong E-Commerce Chamber of Commerce, from June last year to June this year, the live sales of Nantong Home Textiles have exceeded 30 billion yuan, which is a successful start.

Source: China Daily

For factories that are not good at brand marketing, it may be relatively easier to bypass the encirclement of various big brands and physical stores and directly face consumers through live broadcasts.

In the past, Mr. Zhang Qian established a series of core factories around Dasheng Cotton Mill in order not to be controlled by others. Today’s business environment tells us thatTo achieve this, it is not only possible to master the manufacturing ability.

Whether the new ecology of live broadcasting will become the key for these factories to hold their destiny in their own hands, or will it become a new shackle in the future, perhaps it will take time to verify.

References:

  • “Entering Dieshiqiao Home Textile City: More than 60% of the world’s home textile products come from here”, Xianji.com

  • “Looking at China’s “Global No. 1″ From a Small Place”, The Paper

  • “Nantong “Sleeping” The World”, Sohu City

  • “Cover Character|Xue Weicheng: The Business Experience Behind Luo Lai”, interviewed by Dan Du

  • “Behind the “Dragon and Tiger Fight” in the Two Major Textile Markets”, Yangzi Evening News

  • “The Nanjiren and Hengyuanxiang you bought online are likely to be authentic tagged goods”, Southern Weekend

This article comes from the WeChat public account:IC Lab (ID: InsightPlusClub)

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