Knitwear manufacturers make efforts to export to domestic sales and find opportunities in crisis

Knitwear manufacturers make efforts to export to domestic sales and find opportunities in crisis

"Fortunately, there is a "treasure land" in the domestic market. When many companies are facing the loss of export orders and production lines stop production, we still maintain a positive growth in imports and domestic sales." (Shaoguan) knitwear manufacturers business director Yang Weizhi said, domestic sales growth Make up for export losses.

   The global epidemic has caused a serious impact on international trade. More and more foreign trade companies are "turning around", moving to the domestic market and opening up domestic sales channels. The reporter visited foreign trade companies in Guangzhou, Foshan, Dongguan, Shaoguan, Heyuan and other places and found that it is not easy to export to domestic sales, and it is necessary to solve the problems of obtaining domestic sales qualifications, changing sales models, and expanding customer acquisition channels. In Guangdong, a major foreign trade province, through the establishment of the government, the self-help of the industry, and the exploration of enterprises, a foreign trade breakthrough is quietly starting to help export to domestic sales.

   service reform

  Help Canadian trade companies "turn around" quickly

   In the mountains of northern Guangdong, more and more processing trade companies are "turning around". "In just a few months, the proportion of our domestic sales of masks has increased from 0 to 68%." said Li Xiaowen, head of knitwear manufacturers in Heyuan. Its company produces medical insurance products such as medical masks, surgical gowns, isolation gowns, and protective clothing. Previously, it mainly exported to Europe, the United States, Japan, Australia and other places. Before February this year, 100% of the products were exported.

   At the beginning of the epidemic, the demand for domestic masks was skyrocketing, and the export logistics cost was soaring on the other. Li Xiaowen, who had no knowledge of domestic sales, asked the Heyuan Customs Coordinator for help. Soon, customs officers not only taught companies online to declare exports and switch to domestic sales, but also assisted companies in handling centralized taxation qualifications for domestic sales without guarantee, so that companies no longer need to "pay one tax for each domestic sales." "Since February, 34.59 million medical masks have been sold domestically, and we have fought a beautiful turnaround." Li Xiaowen said.

   "Raw materials cannot be imported, and finished products cannot be exported". The nature of the "two ends" makes processing trade companies face a double squeeze, and domestic sales have become the hope for processing trade companies to survive. Through policy innovation and service reform, the customs allows processing trade enterprises with “two ends outside” to obtain domestic sales qualifications at a faster and lower cost, and “turn around” as quickly as possible.

   Since the beginning of this year, the customs has introduced a series of measures to support the development of processing trade, such as temporarily exempting the tax deferred interest for domestic sales of processing trade, expanding the pilot program of selective collection of tariffs for domestic sales, and relaxing the time limit for processing domestic sales of processing trade. The Guangzhou Customs Customs area covers more than 50% of the province's administrative areas. The customs has formulated "one company, one policy" assistance measures by industry and region to effectively help enterprises sell in the domestic market. In the second quarter, the value of domestic sales of processing trade in the customs area increased by 14.9% over the first quarter.

   Foshan Qunzhi Optoelectronics Co., Ltd. praised the "One Enterprise One Policy". “In the past, we applied for domestic sales declaration and tax payment on a monthly basis, but now we only need to do it on a quarterly basis. The procedures have been simplified and the cost has also been reduced.” said Peng Fang, manager of the logistics department of Qunzhi Optoelectronics.

   Panasonic Wanbao Meijian Life Electrical Appliances (Guangzhou) Co., Ltd. mainly produces electric shavers, hair dryers, beauty appliances and other small appliances. "Products are of good quality and domestic sales are competitive." said Wu Jianhua, head of Panasonic Wanbao's production management department, not only to ensure quality and expand the market, but also to use various policies to reduce costs. In the first half of the year, Panasonic Wanbao’s domestic sales amounted to 303 million yuan, an increase of 21% year-on-year, of which approximately 60% were sold through online platforms such as and Tmall.

  Sales revolution

  Live broadcast e-commerce expands sales

   In the third industrial zone of Changtang, Dalang Town, Dongguan City, in the production workshop of HALO knitwear manufacturers Co., Ltd., dozens of automated computerized flat knitting machines are neatly arranged, and a high-quality sweater can be knitted in half an hour. In the 600-square-meter live broadcast room in the product exhibition hall, two anchors are live-broadcasting goods. Their highest record is to sell 10,000 clothes in 8 minutes.

   integrates design, production, brand operation, and e-commerce sales, giving HALO knitwear manufacturers a strong ability to withstand stress under the epidemic. "Through a large-scale live broadcast event, we set a record of selling tens of thousands of clothes in eight minutes." The company's chairman said that the company's overall internal sales have doubled compared to the past.

   This is the epitome of Guangdong's foreign trade enterprises' internal strength and transformation in recent years. Especially under the epidemic, expanding sales through new models such as live broadcast e-commerce, and combining online and offline to make up for the shortcomings of traditional trade has become one of the important ways for many clothing companies in Guangdong to switch to domestic sales.

   However, the reporter found that it takes time for HALO knitwear manufacturers to play live e-commerce. From the construction of live broadcast rooms, anchor training to online platform construction, online sales, etc., we must start from scratch. In this difficult transition process, the industry's self-help has given many small and medium-sized enterprises the impetus to move forward.

"Our research found that 70% of the nearly 300 interviewed companies believe that expanding product sales is the most concerned and most urgent problem for apparel companies." said Liu Yueping, executive chairman of the Guangdong HALO knitwear manufacturers apparel industry association. The association proposes to launch the "Guangdong Clothing Together" charity assistance to enterprises to promote consumption online, to gather the best resources, match the best conditions, and support the largest sales for apparel companies.

In this context, online consumer promotion platforms for “reading goods” came into being, including 15 online platforms including, Tmall Overseas, 1688, etc., as well as 41 textile and apparel trade associations and 10 textile and apparel trade associations across the province. 10,000 campus trendsetters from the apparel professional market, 39 media, and more than 30 colleges and universities are all actively participating. At present, more than 300 representative clothing brands in Guangdong have participated.

   "Expanding sales and vigorously developing fashion consumption is an important way to promote the recovery of the clothing industry." Liu Yueping said.

   Channel changes

  Digital platform precision marketing

Wang Xiaosheng, Sales Director of Polyfiber Cable Communication Company, said frankly that it is not easy to switch to the domestic market. One of the most realistic problems is the lack of sales channels: finding customers is like finding a needle in a haystack, lacking domestic marketing talents, not understanding the domestic market, and lacking brand and customer base. ...In Wang Xiaosheng's view, if there is a tool that can help sales, market management and other personnel quickly obtain sales leads, improve the ability and efficiency of the sales team, and improve the level of business management, only then can we win more markets and customers.

   In fact, with the help of digital technology, existing technology companies have explored and built omni-channel customer data platforms, reduced the cost of acquiring customers, and helped foreign trade companies export to domestic sales. Discovery Technology is one of the practitioners. Using the platform of Finder Technology, companies only need to directly input the relevant customer dimensions, and they can automatically find eligible target companies through big data and artificial intelligence. The platform also provides the contact information of key people to help companies efficiently acquire intended customers.

"We have built a full knowledge map covering more than 100 million companies across the entire network. Using big data and artificial intelligence technology, companies can provide full-process intelligent sales services from clue mining, business opportunity access, customer management to order analysis." Said Huang Junqiang, co-founder and product director of Trace Technology.

"After cooperating with Tanji, we set out to build a more complete sales system and began to deploy omni-channel customer acquisition. Finally, we found that the domestic market is developing much better than we expected." Wang Xiaosheng was full of confidence, "Our sales this year It is expected to double from 2019."

  Minghua Avionics is another foreign trade company that cooperates with Quest Technology. "We locate target customers from the dimensions of customer promotion keywords and business keywords. For example, those whose business keywords include'LCD' are definitely our target customers." said Long Guihua, general manager of the company, brand new and efficient The sales model of the company can effectively withstand the impact of the epidemic on the development of the company. "In the difficult situation of the epidemic, the industry is highly competitive. Not only did our performance not decline, but the second quarter also increased by 200% against the trend."