中国羽绒城平湖：从外贸出口到全球羽绒服产业中心的转型之路

中国羽绒城平湖：从外贸出口到全球羽绒服产业中心的转型之路

Pinghu China Down City: The Transformation from Foreign Trade to Global Down Apparel Hub

每经记者：舒冬妮 每经编辑：陈俊杰

Reporter: Shu Dongni Editor: Chen Junjie

12月中下旬，随着寒潮来袭，羽绒服销量激增，让浙江平湖这个县城名声大噪。作为中国羽绒服生产基地和一级批发专业市场，全国80%的羽绒服产自平湖，年产值超过300亿元。

In mid-to-late December, as the cold wave hit, the sales of down jackets surged, making Pinghu county in Zhejiang province famous. As China's down apparel production base and primary wholesale market, 80% of the country's down jackets come from Pinghu, with an annual output value exceeding 30 billion yuan.

从外贸城到羽绒城的华丽转身

From Foreign Trade City to Down Apparel Hub

平湖·中国服装城占地139亩，总建筑面积14.5万平方米。项目始于2008年金融危机时期，当时平湖1000多家外贸服装企业面临订单萎缩的困境。为开拓内销市场，平湖·中国服装城应运而生。

Covering 139 mu with a total construction area of 145,000 square meters, Pinghu China Garment City originated during the 2008 financial crisis when over 1,000 foreign trade garment enterprises in Pinghu faced shrinking orders. To develop the domestic market, Pinghu China Garment City was established.

经过10年发展，该市场已成为全国规模最大、最具影响力的单品类羽绒服专业市场。2022年，中国羽绒城羽绒服年出货量达1.5亿件，直接就业人口超1万人，间接带动就业10万人以上。

After 10 years of development, it has become China's largest and most influential single-category down apparel market. In 2022, the annual shipment reached 150 million pieces, directly employing over 10,000 people and indirectly creating more than 100,000 jobs.

产业面临的四大挑战

Four Major Challenges Facing the Industry

1. 产业工人缺失：高峰时期平湖服装产业有10万一线工人，如今百人工厂已属难得，千人工厂更是凤毛麟角。

1. Labor Shortage: At its peak, Pinghu's garment industry had 100,000 frontline workers. Nowadays, factories with 100 workers are rare, and those with 1,000 workers are extremely scarce.

2. 品牌建设困难：电商时代工厂自创品牌面临诸多挑战，低价竞争导致质量与利润难以平衡。

2. Branding Difficulties: In the e-commerce era, factories face multiple challenges in creating their own brands, with price wars making it hard to balance quality and profits.

3. 低价竞争困境：直播电商兴起加剧了行业低价竞争，部分企业被迫卷入99元羽绒服的价格战。

3. Price War Dilemma: The rise of live-streaming e-commerce has intensified price competition, forcing some companies into a 99-yuan down jacket price war.

4. 市场变化快速：从传统电商到短视频电商，渠道更替和流量变化给企业带来巨大挑战。

4. Rapid Market Changes: From traditional e-commerce to short-video platforms, channel shifts and traffic changes pose significant challenges.

寻找第二增长曲线

Seeking the Second Growth Curve

面对挑战，平湖羽绒服产业正在积极寻求转型：

Facing these challenges, Pinghu's down apparel industry is actively seeking transformation:

1. 发展总部经济：通过外地办厂、合作办厂解决产能不足问题。

1. Developing Headquarters Economy: Establishing factories elsewhere through cooperation to address production capacity shortages.

2. 推动原创品牌：市场原创商户比例已达35%，并设立原创严选专区。

2. Promoting Original Brands: Original brands now account for 35% of the market, with dedicated zones for selected original products.

3. 开拓国际市场：与韩国APM市场、广州APM Luxe达成战略合作，今年累计批发量超15万件。

3. Expanding Global Market: Strategic cooperation with Korea's APM and Guangzhou's APM Luxe has achieved over 150,000 pieces in wholesale this year.

平湖市服装行业协会秘书长朱晓伟表示："我们将借鉴义乌、桐乡等地经验，努力让平湖羽绒服产业真正走向世界。"

Zhu Xiaowei, Secretary-General of Pinghu Garment Industry Association, said: "We will learn from the experiences of Yiwu and Tongxiang to help Pinghu's down apparel industry go global."