Shulou(Shulou.com)11/24 Report--

Nantong Dieshi Bridge not only contracts you and me sleep, but also contracts more than 60% of the world's market sleep.

Students who have bought four-piece beds should have found one thing: most four-piece beds come from one place-Nantong, Jiangsu Province.

Further speaking, it should come from Nantong Dieshiqiao International Home Textile City. There, two million mattresses may not be common, but two hundred four-piece beds are available on the street.

Today, I want to talk to you about why Nantong is rich in bedding. How many twists and turns are there in this bed?

01 Let's look at one data first.

In 2021, the total annual transaction volume of Nantong Home Textile Market exceeded RMB 230 billion Yuan, supplying more than 60% of the global market.

Not only that, the annual output of Nantong home textile bedding has exceeded 1.2 billion pieces, with an average of 1350 sets, 670 quilts and 340 pillows per minute. More than 2.4 million packages are delivered every day, with an average of 1680 packages sent to all parts of the country every minute.

Nantong took less than 40 years to grow from a small stall market in those years to the largest home textile source distribution center in China today. Behind this, it is not the hard work of a certain individual, but the common advance and retreat of a group; not only has sufficient fund guarantee, but also has strong supply chain system support.

Nantong is now able to establish itself in the home textile industry. Tracing back to the source, it is also due to one person, that is, the "Mr. Zhang Si" who the old Nantong people often talk about, Zhang Jian.

Zhang Jian, the last champion of the Qing Dynasty and the founder of Nantong Home Textile Universe, made Nantong famous as "the first city in modern times" during the Republic of China.

To sum up, the old-fashioned literati who abandoned his official position and went into business at the age of 40 returned to his hometown Nantong to do three major things: industry, education and public construction.

Among them, what benefits Nantong's textile industry at present is his first step in saving the country by establishing "Dasheng Yarn Factory."

In addition, in order not to be controlled by others, Zhang Jian also established a series of factories with Dasheng Yarn Factory as the core of the industrial chain.

For example, he led the reclamation of more than 17 million mu of wasteland, from Lianyungang, Yancheng to Nantong and other places, turning large areas of saline-alkali land into cotton fields. On this basis, he founded the "Tonghai Reclamation and Animal Husbandry Company" and solved the most important raw material production problem of the yarn factory.

After processing cotton, a large amount of cottonseed can be produced, which can be used to extract oil. Therefore, he set up the "Guangsheng Oil Factory" on the way. All these products were exported to Nanjing, Shanghai and other places, and he founded the "Da Da River Shipping Company."

In a word, Zhang Jian successively established more than ten enterprises around cotton textile industry, which laid a solid foundation for Nantong's modern industrialization. In particular, the seeds of the textile industry have been sown, with raw material production, fabric processing and transportation channels, and its basic industrial pattern has been initially determined.

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

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

Modern Nantong textile industry is benefiting from this.

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

Later, some idle villagers began to set up stalls to sell all kinds of handmade embroidery and pillowcases, slowly expanding the product categories to bed sheets, quilt covers and so on. These handmade products have been loved by many people, and the reputation of "folding stone bridges selling embroidery" has gradually spread.

In 1983,6 mu of farmland was demarcated in the east of Dieshi Bridge, and simple stalls were set up; while in Zhihao Village in the west of Dieshi Bridge, bamboo shed market was also set up, and the rudiments of two markets around Dieshi Bridge were formed.

Three years later, the number of stalls on the east and west sides of Dieshi Bridge has reached more than 4000, with a daily turnover of more than one million yuan. In 1987,"Sanxing Dieshiqiao Embroidery Market in Nantong City" and "Zhihao Cloth Exchange" were officially approved to be established.

From the name can also be seen, in fact, at that time, everyone did not have a real "home textile" concept, whether you sell cloth, or sheets, pillowcases, quilts and other bedding, are classified as embroidery.

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

Dieshi Bridge was originally located at the junction of villages and towns, and those engaged in the sale of these embroidery products were basically rural farmers. Through the establishment of the market, a geographically dispersed but interconnected group of individual farmers and merchants was formed by taking families as units.

In other words, the entire large textile industry was revitalized on this basis.

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

In the 1980s and 1990s, there was also a special phenomenon of the times, that is, the prevalence of "profiteering" in all walks of life, and many people made a fortune by buying and selling goods at a price difference. Just like the recently hit TV series "Wind Banxia," the female host Xu Banxia started by reselling scrap steel.

Similarly, many people in Dieshi Bridge had become veritable fallen masters. They took these embroideries out of Nantong and went to all parts of the country, especially the north with the three eastern provinces as the main position, thus laying a sales network of Dieshi Embroidery all over the country.

The real rise of the domestic textile market was in the mid-to late 1990s. Since 1993, Sanhe Home Textile, Dongdongbao Home Textile and other earliest Hong Kong and Taiwan home textile enterprises have entered the mainland market, bringing brand-new upgrades and changes to the whole industry.

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

In 1997, the city expanded further. Since 2001,"Dieshiqiao International Home Textile City" has been officially put into operation, from Phase I to Phase III, expanding from 50,000 square meters to 1 million square meters. Under the leadership of the local government and the courage of private manufacturers, Nantong Dieshiqiao Home Textile Universe has been formally formed.

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

In those years of seizing the rise of foreign trade, a large part of the small and medium-sized manufacturers in the Dieshiqiao home textile market are doing OEM and export business. In addition to its products exported to the United States, Europe, Japan and other traditional home textile mainstream consumer markets, there are South Africa, Romania, Chile and other countries.

Therefore, Dieshi Bridge not only contracts your sleep, but also contracts more than 60% of the world's market sleep.

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

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

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

If you've bought these bed four-piece suits online, you'll probably feel the same way.

I often buy, so-called "naked sleep" texture of the so-called cotton, washed cotton four-piece set, if you go to Muji to buy, almost 400 or 500 sets. If you go to all kinds of strictly selected shops to buy, the price is about two or three hundred. If it is a certain treasure, all kinds of shops under the banner of OEM and the same model go to buy it, the price is mostly in the early 200 s. If he searched through other channels, it was not impossible to find more than a hundred.

Do you want to say what difference there is between products with such a wide price difference? From my personal experience, the difference is mainly in color and style. Expensive washing a few times will also pilling or even damage, cheap at least not so distressed.

Obviously, factory price, sticker price and brand price are completely different. In the past, I have contacted some factories because of my working relationship. It can be said that all factories with some accumulated technology want to operate their own brands.

Nantong home textile industry is of course. Take the more famous Luolai home textile as an example, the development direction is more representative.

The earliest name Luolai was a Europeanized name specially used. Because in the past few decades, European home improvement is very popular, once synonymous with high-end home improvement. Everyone should have the impression that not only Luolai bedding, but also many household products, including floors, doors and windows, etc., Chinese brands loved to take a foreign name in the early years.

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

It's not just Lori. You can see xx selections from all families who come into home life from the Internet, and basically they are all MUJI products for learning. And the four-piece set on the bed is also one of the "explosive items" of each family.

04 Here, I have to say that the marketing ability of enterprises such as Wuji Good Products is strong.

Home textile industry is an industry with low technical threshold, which leads to a large number of plagiarism, especially in the same pattern. Entering the new century, such as Dieshiqiao market has long introduced flower-related copyright protection measures. But this protects the original design, not the similar design.

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

Another difference between bedding is the fabric, so fabric is often a marketing point for brands. For example, the concept of "Indian cotton" made by MUJI was originally called "elastic sweat cloth." In fact, this is a knitting process, such as autumn clothes and long pants is the same kind of fabric production method.

So you think the texture of Tianzhu cotton is especially like long pants, don't doubt, because it is originally long pants.

Since it is the same fabric as the long pants,"naked sleep" is naturally not a problem.

What can be seen is how MUJI shaped a bed: gave a tall name, designed a simple but memorable color (mainly plain and striped, plaid), and then raised the concept of "naked sleep."

What most factories lack is this kind of design ability. It's not that you don't want to be your own brand, but the process of branding is too complicated.

On the one hand, the brand itself has to invest a huge amount of money; on the other hand, a large part of the profits in these factories and enterprises come from contract manufacturing. So they need to simultaneously produce for their potential competitors. This phenomenon not only appears in the home textile industry, but also in various industries. I'll have a chat with you sometime.

However, due to environmental reasons in recent years, the performance of offline physical stores is not stable, all kinds of wholesale sales, even export sales have been affected, more and more people buy things also tend to cost performance, rather than brand.

So many businesses are starting to experiment with live streaming. According to incomplete statistics of Nantong City E-commerce Chamber of Commerce, from June last year to June this year, Nantong home textile live broadcast sales have exceeded 30 billion yuan, which is regarded as 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 face consumers through live broadcasting.

In the past, Mr. Zhang Qian founded a series of core factories around Dasheng Yarn Factory in order not to be controlled by others. Today's business environment tells us that this is not just something that can be done by mastering manufacturing capabilities.

Live broadcast this new ecology, whether will become these factories, the fate of the key in their own hands, or will become a new shackle in the future, perhaps still need time to verify.

References:

"Into 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 "Sleep in Peace" World, Sohu City

The cover man.| Xue Weicheng: The Business Classic Behind Luo Lai, Dan Du Appointment

"Behind the" Dragon and Tiger Fight "in the Two Home Textile Markets, Yangzi Evening News

"The Antarctic you bought online, Hengyuanxiang, probably just genuine tag goods," Southern Weekend

This article comes from Weixin Official Accounts: IC Lab (ID: InsightPlusClub)

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