wen|xiaguangshe guozhaochuan

编辑|麻吉

出海浪潮已至，全球商机吸引着越来越多梦想家。

霞光社推出「霞光出海人」系列策划，聚焦创业者们不同寻常的奋斗故事，记录他们在海外市场经历的挑战与收获。

本期是该系列的第三篇。本期我们将讲述杭州桐庐一家历经20年风雨起落的外贸工厂，如何在外贸市场风向变化，和海外客户需求变动之中成长与“淘金”的故事。

这家皮衣及皮革产品外贸工厂的创办人林林（化名）告诉我们：“现在已经不再是靠生产大路货就能获利的时代了，很少有代工厂还在一味拼价格。”始终保持灵敏嗅觉，抓住机会转型与平衡，才是长久经营之道。

皮衣工厂20年，外贸情形日新月异

linlindepiyiwaimaogongchang，shidianxingdejiangzhediqu“xiaoerjing”deminyinggongchang。

congshipiyijipigechanpinzhizaoduoniandeta，yejianzhenglezheijishinianpiyizhipinwaimaochukoudefazhanqiluo。

qianxinianyilai，suizhezhongguojiaruwtohequanqiuhuaqushijiasu，yuelaiyueduodeminyingfuzhuangzhizaochangkaishipingjiechengbendilian、linghuodaigongdeyoushihuoyueyuquanqiushichang。youqishizaisunanzhebeidiqu，zhujianleijileyipifuzhuangpijudaigongchangjiqun，yanhuaweidiquxingdexiaoxing“shijiegongchang”。

2001nianchu，jileiledaliangxingyejingyandelinlin，zhongyuxiajuexinzaizhejianghangzhoutonglubanqileshuyuzijidepiyigongchang。

zaizhenzhengyongyouzijidegongchangzhiqian，linlinyijingzaijiangnandiqudefuzhuangxingyemopagundale10yunian。tacengjingfuzeguowaimaofuzhuangchangdeshengchanguanli，yecengjingfuzeguogongchangdeyunying、sheji、zhibandengyewuxian，zaidangdidefuzhuangxingyeneijileixialehenhaodekoubei。

pingjiezhelianghaodequanneikoubei，gongchangxianshijiexialehaiwaikehudebushaolingsan“jiagongdan”。erhoutongguokehuzhijiandexianghujieshao，gongchangkuaisujileiqilediyipigudingkehu。duonianjileixia，linlinjiagongchangkehudingdanyijingbianjishijiegedi，chengjieguolaiziouzhou、beimei、dongyaguojiarihandengdidepiyizhizaoxuqiu。

ershiyunianjian，linlinjiawaimaogongchangshengchanchulaidepiyi90%yishangdoushiyongyuchukoude“waimaohuo”。“suiranyeyouyixieneixiaodedanzi，danzhuyaoyingyeshouruhaishiyituoyuwaimao。”linlingaosuxiaguangshe。

dangshichukouxingshihezhengtixiaoyidoujijia，guoneirenkouhonglidailaidelaodongliyoushiyechengweidaigongchangdeyoulifuzhu。

hedangdixuduoqitafuzhuanggongchangyiyang，linlinde“piyigongchang”zhengtishangyeshijiazushijingying。zaiwaimaoshengyizuidingshengdeshihou，linlinjiadegongchangyongyou100yumingyuangong。gongchangdejishurenyuanheshuliangongjibendoushifujinshuxidejumin。zheifengongzuobujinjiejuelefujinjuminjiuyewenti，yeweidajiadakailexindeshourulaiyuan。

zaizheixieniandewaimaochuhaizhong，piyiwaimaogongchangyekangguolexuduokunnan，qizhongzuidianxingdejiushihaiyunguochengzhongdechengbenyufengxian：

meiniande6yuezhi9yueshichuhuowangji，yidapichengyipiaoyangguohaibeifawangouzhou。

youyuhaishanghangxianshijianjiaozhang，youganshangyanredeshujia，xuduotongguojizhuangxianghaiyunfawangoumeidaludehuopin，douhuiyinweiyunshuguochengzhongmenrechaoshidehuanjing，zaidangdixiehuohouhuichuxianbufenhuopinmeibiandengpinzhiwenti。

zailinlindetongyehuobanshenshang，leiside“yiwai”haibuzhiyuci。liru，youyubutongguojiagangkoudeyiwuhuaxuepinjianyanbiaozhuncunzaichayi，zaishanghaigangfuheguojibiaozhundefuzhuang，yundaoamusitedanzaijianceshiquehuixianshi“budabiao”。

linlingaosuxiaguangshe，suirandangshiwaimaodehuowudoushifob（free on board）jiaoyi，yejiushishuochukoufangquanzezaifahuogangkoujiuzuochujiaoge。danduiyuzheizhongdangdixiehuoshidetufazhuangkuang，bushaozhongguowaimaogongchangdouhuizunshouqiyuejingshen，yiweixihewaimaokehudezhangqihezuoguanxi。zhongguowaimaogongchanghuizaishangtaohouzhifuouzhoukehuyibufenbuchangjin，haorangduifangzaiouzhoudangdizhaozhuanyegongjiangzuohouqixiufu。

suiranchuangyelijingfengyu，danlinlindechangziwaimaoshengyiyuezuoyuehao。kaozhechuqideyingli，linlinzaitonglumaixialeyixiaokuaidi，gaiqichangfangkuodaguimo，yongyoulechengjiegengdawaimaodingdandenengli。

时代变迁，告别“大路货”

suizherengongchengbenhejingyingchengbendeshangzhang，zheixienianwaimaogongchangyeyudaoleyuelaiyueduodetiaozhan。

linlingaosuxiaguangshe：“shishishangwomendewaimaojiageyoushiyijingbuzai，danchunpinjiageyijingpinbuguodongnanyale，xianzaiyijingbushishengchan‘daluhuo’deshidaile。”

jinshinianlaiwaimaochukouxingshifashengjubian，dongnanyachengweiyongyoulaodongmijixingchanyeyoushidexiayizhan，youqishizaisannianyiqingyingxiangzhihou，linlingongchangjiedaodeouzhoukehudedanzizhengzaizhuniandijian。

genjuhaiguanzongshudegongkaishuju，2020nianyiqinghouguoneidepigechukouewei680.7yimeiyuan，tongbixiajiangle21.6%。zaiguojiyiqingyingxiangxia，zheishisanshinianyilaizhongguopigezhipinchukouediyicichuxianleshuangweishuxiajiang。

ciwai，pigexingyeyezaihuanbaohushengxiashoudaoyingxiang，xuduozhenpizhipinyijingbeirenzaogehexinxingmianliaotidai。

suizhezhibodianshangxingqi，pigezhipindeshejihegongyiyezaigexin。xuduodaibandekuanshibeixunsutaotai，gongchangxuyaoyuelaiyueduojishurenyuanheshejishilaijinxingfenggechuangxin，yishiyingdianshangfushinianqinghuadexuqiu。

zouchushengchan“daluhuo”deshidai，jiuyiweiguoneiwaimaochukouxinggongchangyaoxianggengzhuanye、gaoduan、jingxihuafangxiangzhuanxing。

danxianggaoduanxiandezhuanxinghennanyicuerjiu，youqizaixuduoguojikehufenwaitiaotide“gaoyaoqiu”zhixia，changlideshengchanxianjinglileyilunyouyilungexin。

gongchanghezuoguozuidianxingde“gaoyaoqiu”kehu，shiyiweiribenlaotaitai。

tashiyijiapiyichengyigongsidechuangshiren，zaonianjiancengzaiguangdongdongguanyouyijiazhiyihezuogongchang，queyindongguanchangjiadedierdaijichengrenbuyuanjieban，erbudebuzhongzhilehezuo。jingciyishi，laotaitaidesuqiushixiwangzhaodaoyijiawendingdepiyihezuogongchang，jixuyiwangdezhongripiyiwaimaoshengyi。

gongchangfangmianziranshifeichangzhongshizheiweiribenkehu，youyuchanglimeiyouzhuanmenjingtongriyuderenyuan，haizhuanmenqinglezhejiangyuexiuwaiguoyuxuexiaodedaxueshenglaizuoshangwuriyufanyi。erzheipidingdandenandianzaiyu，kehufangduiyuzuogongdeyaoqiufeichanggao，yijingyuanyuanchaoguolechangliyuanbendingdandejishuyaoqiu。

liruchukouribenwaimaodandezhenjianwenti。zhenjianshiribendandechangguiyaoqiu，pigezaijingliduocengfenghedeguochengzhong，bujixiaomilidaxiaodezhenjianhenrongyiduanzaiyifulimian—— zheileijinshutouyibandoushihenweixiaode，napachuanyifuderendoubuyidingnengganzhidao，ribenlaotaitaiquejianchiyaobaozhengwanquanmeiyoujinshusuipian，caiyuanyirenkeshouhuo。

youlirusixianzaishougongfengrenzhongdemaocaoduwenti。youyugaikehudingdanshiyongdefengrenxianweiguanghuadujiaogaodesixian，zaishougongzhizuozhong，zhiyigongrensuoshiyongdedingzhenguanghuadubugou，jiuhuibasixianhuachuyidiandianmaobian，zheixieyedoushineiweiribenlaotaitaisuobunengjieshoude。

dangshijishushifumendoujuedehenweinan，biaoshi“womenshiduonianlaizuowaimaodoushiyongzheigezhen，ruguohaibumanyizhendeshimeibanfale。”yeyoushifucongjishufangmianjinxinglunzheng，renweizhentoufacuishiyinweishengchanxianxuanzedezhentoutaixiao，danruguozhentoutaida，zhenkongyehuiyingxiangyifudemeiguandu。

ribenkehudeyanjinlingdajiaweinan，danyetuidongzhegongchangdejiyixianggaoduanxianmaijin。guochengzhong，gongchangsuiranhuafeiledaliangchengben，huanleyipiyouyipizhen，youhuafeidaliangrenlilaijiancejinshutou，danzuizhongdadaoleguojigaoduankehusuoyaoqiudezhiliangbiaozhun。

jinnianlai，gongchangyifuchengpinzhenjiaodezhengqidu、xianjiedeyinbidu、chunshougongbufendeyizhixingdengduofangmianwenti，yedouyoulehendadegaishan。

多元化转型，直面考验

“kehugaoyaoqiuyoushihoubingbushihuaishi，pinpaifanghegongyingshangqishishigongtongchengzhang、xiangfuxiangchengde。”linlinduicipoyouganchu。

suiranzheixienianbushaominyingxiaogongchang，douzaimianlinzherencai“duandang”dejiaolv，yuanyijingongchang、jinchejianzuojigongdenianqingrenyuelaiyueshao，danlinlinjiadegongchangyizhizaipeiyangjishurencai。

liruchangzilideyidui80houfuqi，liangrendoushigongchanglidejingpinyangyijishi，yangebakongheyouhualefuzhuangdelaogudu、yingtingdu、guanghuadudenghexingongyi。

“womenyeyouhenduoyuelaiyuegaozhuanyedudelaoshifu”。linlinshuo，suiranjishuyuelaiyuefada，danshuliangongrensuobanyandehexinjiaose，shizhongwufayongjiqitidai。

gongchangzheixienianyizhijianchizuozhenpichanpin，zhilianggongyidouyoubaozhang，zheijishinianhaijileileyipilaokehu，suoyizaijiliejingzhengzhixiayirannengdedaoxuduorihan、oumeigaoduanpinpaixuqiufangdeqinglai。

dansuizhewaimaojingzhenggengweijilie，haiwaikehuduihuopindeyaoqiugenggao，chengjiefeichangdadewaimaodingdanliangduiqiyezijin、shili、chengbendeyaoqiudouhengao，changzimianlindezijinyunzhuanyalihenda。

gongchangdangxiacaiqudecelveshizaiwaimaodingdandejichushang，yi“duanpingkuai”defangshichengjieneixiaohegaoduandingdan。

gongyingqiudongjipiyizhipindehaiwaidingdan，yibanlaijianghuizhishaotiqianlianggejidukaishishengchan。eryingduiguoneiqiudongjipiyishichangdeneixiaodingdan，zhixuyaotiqianyigejidushenzhiyilianggeyuekaishishengchan，jiuwanquankeyimanzuxuqiu，duigongchangxianjinliudeyaliyexiaodeduo。

genjuguoneiyuhaiwaidingdandeshijiancha，linlinhetongshimenzheiliangniankaifachuleyipikekaodeneixiaokehuhehezuofang。gongchangyezhongxinzuochuleshengchananpai，zuidaxiandudiliyongchanglideshengchanliziyuan，zaiwaimaodingdandejianxi，chengjielebushaoneixiaodingdan。

“xianzaineixiaoqingkuanghaishifeichanghaode。”linlinshuo，“womenzaiguoneipicaofuzhuangdelingshouhepifaxingyelijianliqilehenhaodekoubei。”zheixiedingdanyouxieshizuoweifuzhuangpifadangkougonghuo，youxieshizuoweidianshanghezhibopingtaigongchangdiandeweidanxiaoshou，shenzhihaiyouxieshiguoneiwaizhimingpinpaidedaigong。

zhenzhengdewaimaoshangjiazhuanxingfangxiang，qishiyaogenjushijiqingkuangzhidingcelve，jutiqujueyuyanfanengli、gongyishuiping、guanlishuiping，yijishengchanwendingxingdengyinsudeyingxiang。

rushengchanlijiaoweiwending，danbenshenquefayanfanenglidechangjia，gengduohuixiangdaguimogongyingshangdefangxiangfazhan。zheileixingchangjiakeyikaolvguangfanjiechukehu，chengjielaizipinpaifangdedaguimodingdan。

erlingyileizaiyanfaheshejishangyoutuchuyoushidewaimaoxiaochang，zekeyikaolvzhuanxingziyoupinpaifangxiang，huoshimianxiangxiaozhongjingpindingdan，shenzhichengjiesirendingzhichanpin。

danwulunshinagezhuanxingfangxiang，gongchangdouyaoduizishendegongyinglian、shengchanli、zizhushejinenglidengyouzhekeguanqingxingderenshi。

mianduixingyexingshidebianhua，linlinjiadegongchangyijingjibenwanchengle“duoyuanhuazhuanxing”：zhangqihezuodewaimaokehubaozhanglegongchangzhengtideyunyinghejichushouyi；liyongshijianchachengjiedeneixiaodingdan，youhuanjielezijinyaliyushengchanlilangfei。

linlinshuo：“zuolezheimeduonianwaimao，womenjuedezhongguozhizaoxiangyaozhenzhengzaiguojishangzhandezhujiao，haibixuzaizhiliangshanggengjinyibutigao。birushuoduoyudapaihezuo、tigaochanpinfujiazhi，erbushiyiweipinjiage。”