浙江夫妻卖书包，年入6亿

Core Viewpoint - The article emphasizes the importance of adaptability and innovation in business, highlighting how the founder of Karayang, Zhang Xinhua, successfully navigated challenges during the pandemic by embracing new sales channels like live streaming and short videos [4][5]. Group 1: Company Background - Karayang started as a small family workshop and has grown into a large group company with an annual output value exceeding 800 million yuan and online sales surpassing 600 million yuan, employing over 2,000 people [5][11]. - The company specializes in student backpacks and luggage, achieving top sales in categories on platforms like Tmall, Douyin, Xiaohongshu, and WeChat [5][12]. Group 2: Product Strategy - Karayang focuses on producing high-quality products, with physical performance standards three times higher than national standards, allowing them to offer a two-year warranty [16][24]. - The company has shifted its focus to student backpacks, which now account for approximately 60% of sales, up from 22% prior to the pandemic [16][21]. Group 3: Sales Channel Transformation - The pandemic severely impacted traditional sales channels, prompting Karayang to pivot to online sales, which now account for 90% of total sales [21][19]. - The company successfully engaged over 6,000 influencers on Douyin, leading to significant sales boosts, including a single live stream generating 18 million yuan [21][19]. Group 4: Supply Chain Innovation - Karayang has implemented a flexible supply chain model, allowing for rapid production and customization, such as personalized engraving on bags, which can now be fulfilled on the same day [24][23]. - The company aims to minimize inventory by aligning production closely with sales, enhancing its pre-sale capabilities [24][23].