Against the backdrop of global transformations and China's dual-circulation strategy, Xiamen's export-oriented enterprises have been pioneering innovative pathways for industrial transformation and value chain upgrading in recent years.

The Xiamen Ribbon and Bows Co Ltd, historically dependent on holiday decoration exports to the United States, is grappling with supply chain disruptions amid global market volatility, with significant overstock of seasonal inventory such as Christmas trees and winter-themed ornamental products.

With support from Alibaba's 1688 platform, the company has not only accelerated its expansion into emerging markets like Southeast Asia and South America, but also liquidated stagnant inventory, alleviating operational pressures.

Capitalizing on the platform's big data analytics, the company has realigned its R&D focus toward culturally-grounded innovations. Its new festive collections — featuring intangible cultural heritage elements such as auspicious Chinese calligraphy designs — have adopted a phygital launch strategy: premiering via 1688's curated marketplace and Douyin livestreams, while forging omnichannel collaborations with leading retailers including Pangdonglai and Yonghui. 

This represents a fundamental shift from contract manufacturing to a hybrid brand ecosystem combining private labels with self-owned IP. The company has further increased its market presence through platform-facilitated supplier-buyer forums, establishing a synergistic distribution matrix that converges digital and physical touchpoints.

The new product line has now reached the sampling phase, with inventory pressure alleviated and market confidence steadily recovering. 

As chairman Yao Ming stated, this transformation has not only resolved inventory challenges but also uncovered vast opportunities in the domestic market. The company will continue to deepen its expertise in festive decorations, leveraging "Chinese Design" to empower brand upgrading.