A new generation of Yiwu merchants — the "second-generation" born to trading families — is transforming the city's small-commodity基因 by injecting brand, technology, design and culture, China Youth Daily reported on October 27. Rather than the old "copy-the-sample" model, these young entrepreneurs are building their own brands.
Lu Jimin, founder of the "Xianuoduoji" outdoor brand, grew up in a family making hanging chairs by mimicking foreign samples. Seeing thin margins and fierce competition, he created a lightweight all-terrain tent through repeated fabric and structure trials, now selling to over 10 countries and regions. Ji Ruixin, whose parents wholesaled silver jewelry, launched her own brand blending Eastern culture with modern design and offering customization.
Zhejiang Business Museum curator Yang Yiqing describes this cohort with three traits: extraordinarily hardworking, innovative and united. They no longer settle for their parents' territory but use new knowledge, new vision and new tools to "code" brands, technology and design into traditional small commodities.
The shift from OEM to branded, design-led and culturally resonant products marks Yiwu's upgrade from the world's low-price workshop to a source of original consumer brands.
Source: China Youth Daily
