外贸企业转型新路径：抗菌棉被如何通过电商渠道实现出口转内销
中国商报/中国商网（记者 朱梦秋） - 受全球疫情影响，外贸市场需求急剧下滑，大量外贸工厂面临订单推迟或取消的困境。数据显示，今年外贸工厂的开工率不足往年的一半。在此背景下，许多外贸企业开始尝试通过电商转型内销的新模式。
China Business News/China Business Network (Reporter Zhu Mengqiu) - Affected by the global pandemic, demand in foreign trade markets has sharply declined, leaving many export-oriented factories facing order delays or cancellations. Statistics show that this year's factory operation rate is less than half of previous years. Against this backdrop, many foreign trade enterprises have begun exploring new models of transitioning to domestic sales through e-commerce.
心愿家纺（南通）有限公司（以下简称心愿家纺）就是成功转型的典型案例。通过一款创新研发的抗菌棉被，该企业成功克服了外贸渠道受阻的困境。
Wish Home Textiles (Nantong) Co., Ltd. (hereinafter referred to as Wish Home Textiles) is a typical case of successful transformation. Through an innovative anti-bacterial quilt, the company successfully overcame the difficulties caused by blocked foreign trade channels.
疫情冲击下的外贸困境
Foreign Trade Dilemma Under Pandemic Impact
心愿家纺董事长杨华表示："今年上半年最为艰难，从3月份开始，国外疫情突然爆发，我们的业务出现三种情况：订单推迟、数量减少或完全停止。部分客户我们损失了80%以上的订单，有些甚至遭受100%的损失。"
Yang Hua, chairman of Wish Home Textiles, said: "The first half of this year was the most difficult. Starting in March, the sudden outbreak of the pandemic overseas led to three situations in our business: order delays, quantity reductions, or complete stoppages. With some clients, we lost over 80% of orders, and in some cases suffered 100% losses."
C2M模式下的创新合作
Innovative Cooperation Under C2M Model
在与苏宁极物的合作中，双方采用了C2M（用户驱动生产反向定制）模式。苏宁极物商品采销总监陈浩辉表示："这种模式实现了前端与后端、消费者与生产环节的高效衔接，匹配更精准，效果更好。"
In cooperation with Suning Jiwu, the two parties adopted the C2M (Customer-to-Manufacturer) model. Chen Haohui, purchasing director of Suning Jiwu, said: "This model achieves efficient connection between front and back ends, consumers and production, with more precise matching and better results."
经过市场调研，双方决定将产品重点放在"健康"概念上。心愿家纺研发的抗菌棉被经广东省微生物分析检测中心检测，抗病毒活性率达到94.19%。
After market research, both parties decided to focus on the "health" concept. The anti-bacterial quilt developed by Wish Home Textiles was tested by the Guangdong Microbial Analysis and Testing Center, showing an antiviral activity rate of 94.19%.
电商平台助力转型
E-commerce Platforms Assist Transformation
苏宁拼购在4月27日特地上线了"助力出口企业转型"专区，集中帮助外贸企业转内销。据悉，仅"6·18"期间，心愿家纺的抗菌棉被销售量就高达5000条。
Suning PinGou specially launched a "Support for Export Enterprise Transformation" section on April 27 to collectively help foreign trade enterprises transition to domestic sales. It is reported that during the "6.18" period alone, sales of Wish Home Textiles' anti-bacterial quilts reached 5,000 units.
苏宁拼购总经理张奎表示："我们不仅要帮助外贸企业把货卖出去，还要让他们能够根据国内消费者需求，生产出更多定制化产品，从根本上解决滞销问题。"
Zhang Kui, general manager of Suning PinGou, said: "We not only help foreign trade enterprises sell their goods, but also enable them to produce more customized products according to domestic consumer demand, fundamentally solving the problem of unsalable inventory."
这一案例表明，在疫情冲击下，电商平台+C2M模式正成为外贸企业转型内销的有效路径。通过产品创新和渠道变革，传统外贸企业完全可以在国内市场找到新的增长点。
This case shows that under the impact of the pandemic, the e-commerce platform + C2M model is becoming an effective path for foreign trade enterprises to transition to domestic sales. Through product innovation and channel transformation, traditional foreign trade enterprises can completely find new growth points in the domestic market.
