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义乌，又爆单了！
Through the lens of World Cup orders in Yiwu, this article illustrates the city's industrial upgrade from competing on price to competing on design, patents, and branding. Follow·
Today·976 words (about 4 min)
AI Summary & Key Points
Summary
Set against the backdrop of the 2026 FIFA World Cup in the US, Mexico, and Canada, the article reports on the booming small commodity market in Yiwu. The journalist interviewed several Yiwu merchants, such as Luo Tianle (licensed plush toy designer) and Wen Congjian (patented and licensed jerseys), as well as Wu Xiaoming, president of a local industry association. Through specific cases, the article shows how Yiwu is shifting from pure price competition to design innovation, IP licensing, and independent brand building. It cites Yiwu's sports goods export data for January to May (4.91 billion yuan, a year-on-year increase of 2.7%) and quotes an expert from the National Development and Reform Commission's research institute, emphasizing this represents an endogenous innovation where Chinese manufacturing is transforming from a low-end value chain participant into a rule-maker. The article concludes by elevating the theme from 'World's Supermarket' to a source of creative ideas.
Main Points
* 1. Yiwu merchants are increasing product added value through IP licensing and design innovation.
Instead of solely competing on low prices, merchants are proactively acquiring IP licenses for national teams and clubs, designing culturally creative derivatives like the 'Messi' plush toy, and launching twenty to thirty new designs weekly to achieve differentiated competition.
* 2. The shift from competing on price to competing on design and patent protection is key to the proactive transformation of enterprises.
Jersey merchant Wen Congjian predicted qualifying teams in advance and applied for design patents, allowing him to raise product prices by 20%. The industry association president noted that low-price competition once led to the elimination of many factories, making high-quality development an inevitable choice.
* 3. Chinese manufacturing is transforming from OEM and private labeling to independent branding and standard-setting.
The article cites expert opinions that Yiwu, by defining demand through design and protecting achievements with patents, is shifting from a passive adapter in the global value chain to a rule-maker, embodying 'endogenous innovation'.
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新华社 2026-07-02 08:41 北京
美加墨世界杯激战正酣
各路球星你方唱罢我登场
随着淘汰赛的展开
受关注度越来越高
而这也间接带动了“遥远的东方小城”
——义乌
!Image 4 “像这一款是阿根廷国家队授权
我们把它做成了
一个小羊造型的玩偶
因为GOAT在英文里
有史上最佳球员的意思
我们叫它‘咩西’”
义乌国际商贸城经营户骆添乐说
“现在这一款爆了”
!Image 5 骆添乐的店里
梅西、C罗的Q版玩偶摆在最前排
为抢抓世界杯机遇
他拿下八支国家（地区）队
八个豪门俱乐部
全品类IP授权
从冰箱贴、胸章、袖扣到毛绒玩具
每周保持二三十款新品的更新
!Image 6 不只是骆添乐
义乌国际商贸城的
经营户都不再只是埋头苦干
而是抬头提前选好赛道
同样是世界杯订单
以前比谁便宜
现在比谁的设计更对路
!Image 7 温从见在义乌经营球衣生意十余年
上届世界杯也接了不少订单
这届世界杯参赛球队还没完全确定
他就大胆预测出线球队
开始设计球衣
并同步在海外申请外观专利
!Image 8 尽管申请专利很麻烦
但他很清楚专利不仅是“护身符”
更是议价筹码
有了专利后
产品价格能提升两成左右
本届世界杯
他拿下巴西、阿根廷官方球迷服订单
仅官方授权一项就有一万多件
!Image 10 从拼价格到拼设计、拼专利
变化不是一天发生的
吴晓明最有发言权
作为义乌市体育健身用品行业协会会长
他亲历过七届世界杯
!Image 11 他见过同行扎堆、行业门槛低
工厂一窝蜂涌进来
也见过大浪淘沙
工厂数量急剧缩减
大家拼价格拼到没有利润
“单纯拼价格的时代已经过去
现在比拼的是高质量发展”
!Image 12 数据印证了热度
今年1-5月份
义乌体育用品及设备出口49.1亿元
同比增长2.7%
上一次世界杯
“义乌制造”占周边商品近七成份额
这一次虽然还没有确切估算
但市场的热度看得见
!Image 13 从拼价格到拼创意
从被动接单到官方授权
从代工贴牌到自主品牌
国家发改委宏观经济研究院研究员张林山说
这不是外部压力下的被动调整
而是一场深刻的内生性创新
义乌经营户用设计定义需求
用专利保护成果
“中国制造”
从全球价值链的被动适配者
转变为
规则的制定者、标准的设立者
!Image 14 每逢世界杯
“义乌，又爆单了”
总能频繁登上热搜
这届世界杯也不例外
这是一个关于爆单的故事
也是一个关于转身的故事
!Image 15 从“世界超市”到创意策源地
从接收订单到定义潮流
义乌的货架上摆的早已不只是商品
而是中国制造向上生长的另一种可能
!Image 16 一只“蹭流量”的小羊
诞生于
一条自主创新的产业链
在寻求高质量发展的道路上
义乌的视野不断升维
正在从一个“球员”
转变成一个“教练员”
来源：新华社微信公众号
记者：夏亮
图片：贾浩成、黄宗治、夏亮 *
!Image 17: 图片 **点赞！!Image 18: 图片****
Key Quotes
> The era of competing purely on price is over; now the competition is about high-quality development.
> Chinese manufacturing has transformed from a passive adapter in the global value chain into a rule-maker and standard-setter.
> This is a story about booming orders, and also a story about a pivotal turn.
Tags
Industry Dynamics
Business Insights
Made in China
World Cup Economy
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