中国羽绒城平湖：从外贸基地到产业巨头的转型之路
每经记者：舒冬妮 每经编辑：陈俊杰
进入12月中下旬，寒潮袭来，羽绒服销量大涨，也让一个县城的名字被大家熟知——浙江平湖。作为中国羽绒服生产基地和一级批发专业市场，全国每10件羽绒服就有8件来自平湖，这里每年羽绒服的产值超过300亿元。
From Export City to Feather City
NBD: Could you give us an overview of China's Feather City?
Chen Jie: Pinghu·China Garment City covers 139 mu with a total construction area of 145,000 square meters. The project originated in 2008 during the financial crisis when Pinghu's 1,000+ garment export enterprises suffered major blows due to shrinking orders. To gather garment enterprises and highlight Pinghu's scale effect in garment production, the government established this first-level wholesale market in 2011.
经过10年发展，平湖·中国服装城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。2015年提出"中国羽绒城"新定位后，逐渐形成以羽绒服装为特色的产业集聚区。
After 10 years of development, Pinghu·China Garment City has become the largest and most influential single-category down jacket professional market in China. After proposing the new positioning of "China Feather City" in 2015, it gradually formed an industrial cluster specializing in down jackets.
寻找第二增长曲线
Seeking the Second Growth Curve
朱晓伟秘书长指出平湖羽绒服产业面临的四大挑战：产业工人缺失、品牌建设困难、低价竞争激烈和市场变化快速。
Secretary Zhu Xiaowei pointed out four major challenges facing Pinghu's down jacket industry: lack of industrial workers, difficulty in brand building, fierce price competition, and rapid market changes.
为解决这些问题，平湖企业开始发展总部经济，通过外地办厂、合作办厂解决产能问题。同时积极推行智能化生产和精细化管理，虽然机器换人难度大，但通过生产流程优化可以提高效率。
To solve these problems, Pinghu enterprises have begun to develop headquarters economy, solving production capacity problems by setting up factories in other places and cooperating with other factories. At the same time, they actively promote intelligent production and refined management. Although it's difficult to replace workers with machines, efficiency can be improved through production process optimization.
品牌建设与未来发展
Brand Building and Future Development
陈杰总监表示，平湖羽绒服以性价比高著称，目前市场原创商户占比约35%。未来将通过原创严选专区建设，提升在中低价位段和中高价位段的市场竞争力。
Director Chen Jie said that Pinghu down jackets are famous for their high cost performance, and currently original merchants account for about 35% of the market. In the future, through the construction of original selection zones, the market competitiveness in the middle-low price segment and middle-high price segment will be improved.
朱晓伟秘书长强调，将从羽绒服品类起步，通过产业虹吸效应发展原创品牌，逐步打造全品类时装品牌。目前抖音排行前三的"罗宾汉"就是源于平湖的品牌。
Secretary Zhu Xiaowei emphasized that starting from the down jacket category, original brands will be developed through industrial siphon effect, and gradually build full-category fashion brands. Currently, "Robin Hood", which ranks in the top three on Douyin, is a brand originating from Pinghu.
