困在直播间里的“厂二代”，正在表演“渡劫”

Core Insights - The transition from traditional manufacturing logic to a flow-based logic is causing anxiety among the "second-generation" factory owners, who are trying to leverage their backgrounds in manufacturing to adapt to the algorithm-driven market [2][4][16] - The rise of e-commerce platforms like SHEIN and Temu is fragmenting orders, challenging the traditional B2B model that relied on large, predictable orders [4][5] - The "second-generation" owners, primarily from the 90s and 00s, are facing significant challenges, including excess capacity and low profits, leading them to adopt live-streaming sales as a survival strategy [5][6] Fragmentation of Orders - China's textile and apparel exports reached $301.1 billion, with a modest growth of 2.8%, while clothing exports grew only 0.3%, indicating a stagnation in traditional manufacturing [4] - The shift towards smaller, faster orders is evident, with a 6.4% increase in intermediate goods exports to Southeast Asian countries, highlighting the trend of supply chain relocation [4] Challenges Faced by Second-Generation Owners - The "second-generation" owners are not inheriting wealth but are instead dealing with burdens such as outdated equipment and cash flow issues [5][6] - They are attempting to create engaging narratives in live-streaming to attract consumers, but face competition from professional MCN agencies that produce fake narratives [9][10] Impact of MCN Agencies - The influx of MCN agencies has led to a proliferation of fake factory owners, undermining the credibility of genuine manufacturers [9][10] - The cost of creating a convincing live-streaming setup is low, allowing for widespread imitation and the potential for consumer deception [9][10] Market Dynamics and Consumer Trust - Genuine factory owners often lack the skills to effectively market their products, while fake owners with professional teams dominate the space, leading to a trust crisis among consumers [10][11] - The reliance on low prices to attract consumers can alienate traditional B2B clients, creating ethical dilemmas for transitioning factories [13][14] Future Directions for Factories - Successful adaptation requires factories to develop capabilities for small batch production while maintaining traditional large order fulfillment [14][15] - Emphasizing product quality and establishing a brand identity can help factories escape the price war and build consumer trust [15][16] - Exploring international markets through platforms like TikTokShop presents opportunities for growth, despite challenges related to compliance and logistics [15][16]