China News Service, Jiujiang, December 8th (Jin Ye, Fu Chao, reporter Wang Haoyang) It was chilly in the mid-winter afternoon.
Hongxing Village, Hengtang Town, at the foot of Lushan Mountain in Jiangxi, is bustling with people coming and going.
The crackling keyboard hits, the loud yelling in the live broadcast room, and the tearing of tape from the packaged goods echoed in every corner.
Hongxing Village is one of the earliest "Taobao Villages" in Jiangxi. Wang Xianping, secretary of the Party Committee of Hengtang Town, told reporters that the village has more than 400 down jacket manufacturers, more than 2,000 e-commerce companies, with an annual output of more than 100 million down jackets and sales throughout the year. With a total value of more than 5 billion yuan, it has formed a full industrial chain of production, supply and marketing including R&D, design, production and sales, warehousing and logistics, e-commerce training, and financial services, and has become one of the three major children's down production bases in the country.
Red Star Down E-commerce Industrial Park, Hengtang, Lushan City.
Photo courtesy of Hengtang Town, Lushan City
In the early years, Hongxing Village was a poor village on the banks of Poyang Lake. The per capita arable land was small and most of the villagers went out to work.
In 1987, with the support of village officials, Xu Deyi, a local "able man", "tested the water" to develop the down industry for the first time, and jointly opened a duck down quilt factory in the village.
Villager Xu Degui is a witness to history.
"At that time, my father Xu Zuhuan was the factory manager of this village-run enterprise. He learned technology from the Komsomolsk, purchased cloth and down, purchased machinery and equipment, and officially produced it in early 1988." Xu Degui said that two years later, due to policy reasons, the operation The prosperous village-run enterprises have stopped work, but this attempt has affected the future of Hongxing Village.
Aerial photography of Hengtang Red Star Down E-commerce Industrial Park, Lushan City.
Photo courtesy of Hengtang Town, Lushan City
"My father was unwilling to give up this industry. In 1993, he was the first to transform and process and produce eiderdown vests by himself." Xu Degui said that after the eiderdown vests were produced, they were sold on the street stalls. They cost only 28 yuan. It is extremely popular, attracting many supermarkets and wholesale markets to buy in large quantities.
Soon, there were more and more people producing eiderdown vests in Red Star Village. After ten years, the profit margin of eiderdown vests is very low, and one piece can only make one yuan.
Poorness leads to change, and change leads to continuity.
“In 2014, we went to visit a children's clothing company in Beijing, and immediately got inspiration. Children's clothing uses less materials and has high profits. At that time, we decided to produce children's down jackets.” Xu Degui said.
This year, Xu Degui was keenly aware of the prospects for the development of e-commerce. He asked his daughter-in-law to go to Zhejiang University to study e-commerce operations at his own expense. After he returned from school, he immediately bought computer equipment and opened an online store to sell goods.
Children's clothing and down jackets have inspired the economic development of Hongxing Village, and also stimulated the economic development of many surrounding towns, counties and districts.
Wang Xianping, Secretary of the Party Committee of Hengtang Town, said that there are nearly 40,000 people working in the down industry in the surrounding area of Hengtang Town. The farmers process the garments, and finally the enterprises take back the garments and pack them for sale.
This decentralized and centralized business model reduces business management costs and greatly promotes the value transformation of rural labor.
The local government also loves Hongxing Village.
In order to promote the integrated development of the down industry and e-commerce, in 2015, Lushan City built the Red Star Down E-commerce Industrial Park. The first and second phases of 240,000 square meters of workshops were erected and soon attracted more than 400 enterprises to settle in.
As the sales of the down industry continue to rise, Red Star Village has become a star "Taobao Village" in Jiangxi, and the villagers have also completed a magnificent turn from "farmers" to "net merchants".
Xu Degui started his own brand enterprise and also served as secretary of the Down Industry Association branch.
He is not satisfied with the status quo and demands higher and higher quality of his products.
"After three generations of development, the down industry in Red Star Village continues to innovate and upgrade. We are like the Wenzhou shoe city back then. We have gone through the process from low-end products to mid-end products. We must do a good job in quality management, improve quality, and carry out transformation and upgrading. "
"Because we pay attention to quality, product design, materials, and workmanship are all striving for perfection, and the return rate is less than 2%." Xu Degui said that in the future, we must establish our own brand, improve product quality, and increase prices and profits appropriately, and enter a healthy development. .
"Our Red Star down jackets must set industry standards and promote the healthy development of the industry. The future has to go far, stable, and must improve quality and build a brand." Xu Degui said his wish: We can't keep going the low-end route. We want to create a red star brand and create a Chinese brand.
Along the way, the industrial development of Hongxing Village has been actively self-innovating and abandoning itself with the changes of the times.
Xu Tao, born in the 1980s, opened the largest accessory shop in Hongxing Village.
"I used to be in the fabric business. Later, because of the large output of down jackets, many fabric manufacturers simply set up the sales department in the village, and I switched to selling accessories."
The store has a dazzling array of accessories, such as buttons, zippers, and decorative signs.
"A few years ago, when customers purchased accessories, they only wanted to buy cheap ones. Now it is different. The requirements for quality and style are much higher than before." Xu Tao gave an example. It sells well, and now it is better to sell with better quality.
"The down jackets produced in the past are prone to leaking hair, but this is rarely the case with the products now, because everyone is improving the quality of the products." Xu Tao said that the products can only be sold well if they are done well. Some manufacturers are very strict on details. The thread ends of the garments must be cut clean when they leave the factory.
The vigorous rise of e-commerce has changed not only the economic outlook of the rural areas, but also a profound change in production methods, lifestyles, ways of thinking, and values.
"There are many e-commerce companies in the village. There are only six or seven people in one family, with annual sales reaching tens of millions. Before the Spring Festival this year, there were suddenly dozens of millions of luxury cars in the village." Under the e-commerce market, Red Star The myth of creating wealth in the village is not uncommon.
The development of e-commerce has allowed villages to "counter-attack" towns.
Chen Ziyi, a 19-year-old girl from Lianxi District, Jiujiang City, fell in love with her boyfriend, Zha Song, who is also a "post-00", and came to the countryside from the city to start a business together.
In a workshop of more than 2,000 square meters, the first floor is an exhibition hall, office area and live broadcast room, and the upper floor is used as a warehouse.
In the evening, the goods out of the warehouse piled up into hills.
"At the busiest time, we sold more than 20,000 items a day. We mainly use Pinduoduo and Taobao, Douyin and other platforms. The products are cost-effective." Chen Ziyi said that the product styles are good and they sell well. There is a down in her store. More than 1 million pieces of outerwear have been sold.
"We are busy selling live broadcasts, replying to customer information, ordering and delivering goods every day. If we are too busy, please ask someone for help." Chen Ziyi said that asking someone for help is also relatively high and it is very difficult to recruit.
Cha Yaping, the dark-skinned courier, urged anxiously at the door.
"It's about to leave at 7 o'clock. You still have more than 2,000 items unpackaged. Please call and ask someone to come and help."
Cha Yaping, a native of the village, has to run more than a dozen companies to load and deliver goods a day.
"I load about 30,000 pieces every day and ship them all over the country."
"In the past, adults were worried about nothing to do, and children worried about being unemployed after graduation. Now we can make a lot of money without leaving home." Cha Yaping said, "The village will be better than the city in the future, and it will get better and better."
The development and changes of Hongxing Village are a model and epitome of the vigorous development of rural e-commerce in China.
The change is still going on, what's the way for the future?
Many parties are actively thinking and have already put into action.
The sales model is upgrading, the quality of products is upgrading, and the services provided by the government are also upgrading.
The third phase of the Red Star Down E-commerce Industrial Park is about to be completed, and the fourth phase of the project will be launched next year.
Wang Xianping, Secretary of the Party Committee of Hengtang Town, stated that the third phase of the project will invest 2 billion yuan and will cover a planned area of 470 acres. It will integrate production plants, business offices, warehousing and logistics, hotel apartments and other supporting constructions, which will greatly improve the services of the Red Star Down E-commerce Pioneer Park. And radiation capability.
In order to accelerate the transformation and upgrading of the Hengtang Red Star down e-commerce industry, the Lushan City Government Department has also issued relevant documents, proposing to further optimize the industrial chain structure, and comprehensively improve the standardization, branding, e-commerce, and fashion of the industry It will focus on building a national modern down e-commerce industry demonstration base integrating design, production and marketing.
Xiong Zhifang, member of the Standing Committee of the Lushan Municipal Committee of the Communist Party of China and head of the United Front Work Department, said that the next step will also be to accelerate the cultivation of talents in the park, introduce high-level marketing, management, research and development, design, information and other talents, comprehensively improve the overall quality of the down and children’s clothing industry labor force, and establish enterprises at the same time The rights protection center optimizes the business environment, helps companies solve problems encountered in their development, and promotes the healthy and orderly development of the Red Star down e-commerce industry.
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