国内家居服第一股洪兴股份布局跨境电商：机遇与挑战并存
在跨境电商领域，服装行业早已成为竞争激烈的红海市场。然而，在"宅经济"的持续影响下，家居服等细分品类展现出强劲的增长势头。不仅传统跨境电商大卖持续加码，国内服装龙头企业也开始布局海外市场，其中就包括国内家居服第一股——洪兴股份。
In the cross-border e-commerce sector, the apparel industry has long been a fiercely competitive red ocean. However, driven by the "stay-at-home economy", sub-categories like homewear have shown strong growth momentum. Not only are traditional cross-border sellers doubling down, but domestic apparel leaders are also expanding overseas, including Hongxing Shares, China's leading homewear brand.
战略布局：跨境电商成为第二增长曲线
Strategic Layout: Cross-border as Second Growth Engine
近期，洪兴股份高调宣布进军跨境电商领域。公司董事长郭梧文明确表示，已将跨境业务列为战略级项目，直接向其汇报，目标是使跨境业务成为公司的第二增长曲线。
Recently, Hongxing Shares announced its entry into cross-border e-commerce. Chairman Guo Wuwen stated that cross-border business has been elevated to a strategic-level project, reporting directly to him, with the goal of making it the company's second growth engine.
据了解，洪兴股份旗下核心品牌芬腾已在亚马逊开设店铺，目前开通了美国、加拿大和日本三个站点。从美国站的产品来看，主要以女士睡衣为主，价格定位在15美元左右的中端市场。
Its core brand Fenteng has opened stores on Amazon, currently covering the US, Canada and Japan markets. Products on the US site are mainly women's pajamas, priced around $15 in the mid-range segment.
运营策略：社交营销与品牌建设并重
Operational Strategy: Social Marketing & Brand Building
洪兴股份的跨境电商策略采用"以点带面"的方式：前期通过高性价比单品突破市场，积累好评；同时抓住Facebook、Instagram、TikTok等社交媒体的营销红利，为品牌独立站建设做准备。
Its cross-border strategy adopts a "point-to-area" approach: starting with high-value single products to gain market traction and positive reviews; while leveraging social media platforms like Facebook, Instagram and TikTok to prepare for building brand independent sites.
公司旗下拥有芬腾、玛伦萨等五大品牌，其中芬腾作为1997年创立的核心品牌，将承担开拓欧美中高端市场的主力角色。产品线也从传统家居服扩展到居家办公、差旅等场景。
With five brands including Fenteng and Malunsa, the Fenteng brand, established in 1997, will lead the expansion into mid-to-high-end markets in Europe and America. The product line has also expanded from traditional homewear to home office, travel and other scenarios.
行业竞争：品牌化运营成关键
Industry Competition: Branding is Key
在家居服出海赛道，赛维时代的Ekouaer、Avidlove等品牌已取得显著成功。2021年，Ekouaer单品牌销售额达9.9亿元。这些成功案例表明，细分市场的海外消费者更注重品牌价值。
In the homewear export sector, brands like Ekouaer and Avidlove under StyleVision have achieved remarkable success. In 2021, Ekouaer's single-brand sales reached 990 million yuan. These success stories show that overseas consumers in niche markets value brand identity more.
洪兴股份的优势在于：产业集群优势（汕头占全国家居服产量80%）、柔性供应链能力，以及国内市场的品牌认知度。但跨境电商面临物流成本高（占销售额30-40%）、备货周期长（25-45天）等挑战。
Hongxing's advantages include: industrial cluster advantage (Shantou produces 80% of China's homewear), flexible supply chain capabilities, and domestic brand recognition. But cross-border faces challenges like high logistics costs (30-40% of sales) and long lead times (25-45 days).
在疫情反复、国际局势动荡的背景下，洪兴股份能否成功将其国内品牌优势复制到海外市场，仍需时间验证。但可以肯定的是，品牌化运营和供应链效率将成为决胜关键。
Against the backdrop of recurring pandemics and global instability, whether Hongxing can successfully replicate its domestic brand advantage overseas remains to be seen. But it's certain that branding operations and supply chain efficiency will be decisive factors.
