国内家居服第一股布局跨境电商 洪兴股份能否复制品牌成功？
国内家居服第一股布局跨境电商 洪兴股份能否复制品牌成功？
China's Leading Homewear Brand Expands into Cross-border E-commerce: Can Hongxing Shares Replicate Its Domestic Success?
跨境电商服装红海中的蓝海机遇
Blue Ocean Opportunity in the Red Sea of Cross-border Apparel
在跨境电商赛道，服装行业早已成为竞争激烈的红海市场。然而，在"宅经济"的持续刺激下，家居服等细分品类展现出强劲的增长势头。
In the cross-border e-commerce arena, the apparel industry has long been a fiercely competitive red ocean. However, stimulated by the "stay-at-home economy", subcategories like homewear are showing strong growth momentum.
近期，国内家居服第一股洪兴股份高调宣布进军跨境电商领域。董事长郭梧文明确表示，将跨境业务列为公司战略级项目，目标是打造公司的第二增长曲线。
Recently, Hongxing Shares, China's first listed homewear company, announced its entry into cross-border e-commerce. Chairman Guo Wuwen stated that cross-border business has been elevated to a strategic level, aiming to create the company's second growth curve.
跨境电商战略："以点带面"的渐进式布局
Cross-border Strategy: Progressive Expansion from Points to Areas
洪兴股份的跨境电商业务采取"以点带面"的策略：
Hongxing Shares adopts a "from points to areas" strategy for its cross-border business:
- 前期通过高性价比单品突破市场
- Initial market penetration through cost-effective single products
- 利用社交媒体营销红利建立品牌印象
- Building brand awareness through social media marketing dividends
- 为独立站建设做准备
- Preparing for the establishment of independent websites
目前，其核心品牌芬腾已在亚马逊美国、加拿大和日本站点上线，主打15美元左右的女士睡衣产品。
Currently, its core brand Fenteng has been launched on Amazon US, Canada and Japan sites, mainly offering women's pajamas priced around $15.
品牌出海：机遇与挑战并存
Brand Globalization: Opportunities and Challenges
在家居服出海赛道，赛维时代等企业已取得显著成功。其品牌Ekouaer在亚马逊细分品类中多款产品排名前五，2021年销售额达9.9亿元。
In the homewear export track, companies like Saiwei Times have achieved remarkable success. Its brand Ekouaer has multiple products ranking in the top five of Amazon subcategories, with sales reaching 990 million yuan in 2021.
然而，洪兴股份面临两大核心挑战：
However, Hongxing Shares faces two core challenges:
- 物流成本高企（占销售额30-40%）
- High logistics costs (30-40% of sales)
- 供应链响应速度要求高
- High requirements for supply chain responsiveness
尽管面临挑战，洪兴股份拥有两大生产基地和产业集群优势，为其跨境电商业务提供了坚实的供应链保障。
Despite the challenges, Hongxing Shares has two production bases and industrial cluster advantages, providing solid supply chain support for its cross-border business.
结语：在跨境电商这片新蓝海中，传统企业如何将国内品牌优势转化为国际竞争力，将成为决定成败的关键因素。
Conclusion: In this new blue ocean of cross-border e-commerce, how traditional enterprises transform domestic brand advantages into international competitiveness will be the key factor determining success.
