Fengyang Daily Department Store Co., Ltd
English
There are still nine months until the opening of the 2026 World Cup in the United States, Canada and Mexico, but the global fan economy has already entered a period of explosive growth ahead of schedule. The latest data from Yiwu Customs shows that in the first seven months of 2025, Yiwu's sports goods exports to the United States, Canada and Mexico reached 1.88 billion yuan, up 10.0% year-on-year. Among them, clothing products such as fan hats accounted for more than 30%. As a representative enterprise deeply engaged in the field of fan products, Yiwu Fengyang Daily Department Store Co., Ltd recently disclosed order data and product upgrade directions, precisely outlining the three core development trends of fan hats for the 2025 World Cup.
This year, the proportion of customized orders received has reached 55%, an increase of nearly 20 percentage points compared to the last World Cup. The production manager of Fengyang Department Store disclosed that its core product "Color-Block Hollow Cap" (colorful spliced hollow Cap) has become a bestseller on cross-border e-commerce platforms with its design that can flexibly combine multiple national flag colors. This product adopts a modular color block design. Fans can freely combine classic color combinations such as Argentina blue and white, Brazil yellow and green according to the teams they support. The matching acrylic polyester headband (acrylic polyester headband) also supports laser name engraving service.
This trend is highly consistent with the global market demand. A sports goods seller with 9 years of industry experience pointed out that the customized demand for World Cup merchandise is shifting from an "optional service" to a "necessity", and it is expected that the proportion of customized fan caps will exceed 60% by 2025. Fengyang Department Store has already laid out over 40 design patents in advance. It has designed exclusive color schemes for the United States, Canada, Mexico and 48 participating teams. The proportion of children's and women's styles has increased to 35% of the product matrix.
As the viewing scenarios of the World Cup have expanded from stadiums to diverse Settings such as family parties and outdoor live broadcasts, the "scene adaptability" of fan hats has become a key competitive factor. The "Fan Viewing Set" launched by Fengyang Department Store combines colorful Mosaic caps with foldable fuel horns and mini national flag badges for sale. Within 30 days of its launch on Amazon, it ranked among the Top20 in the sports accessories category.
"Lightweighting is the core of scenario-based design." " The R&D director of the company stated that the new fan cap adopts a breathable hollowed-out process and polyester fiber blended fabric, with the weight of a single cap reduced to less than 80 grams. At the same time, the foldable brim design enhances the convenience of storage. This design precisely matches the cost requirements of cross-border logistics for light and small items - data shows that the logistics cost of the combination set is 12% lower than that of individual items, and the terminal repurchase rate has increased to 28%.
The expansion of the competition to 48 teams has forced the supply chain of fan products into the "agile production era". Fengyang Department Store, relying on the advantages of the Yiwu industrial belt, has established a three-level response mechanism of "pre-selection inventory preparation - promotion order replenishment - final sprint". In June this year, 300,000 basic hats were stocked during the World Cup qualifiers stage. In October, an additional 150,000 custom hats were added based on the advancement situation. It is expected that the production peak of the final-themed hats will come in December.
From the 70% share of peripheral products for the Qatar World Cup to the early layout for the World Cup in the United States, Canada and Mexico, Yiwu is consolidating its position as the core production area of global fan goods through product innovation and supply chain upgrading. The practice of Fengyang Department Store has confirmed this trend: its sales of World Cup related products in 2025 are expected to exceed 80 million yuan, with a year-on-year growth of 40%. Among them, the profit margin of self-designed products such as color patchwork caps has nearly doubled compared to OEM production.
The World Cup is not only a window but also a catalyst for industrial upgrading. The person in charge of the Yiwu Sports Goods Association stated that with the continuous release of customized and scenario-based demands, Yiwu's sports fan products are shifting from "cost-performance-driven" to "value-driven". It is expected that the export value of World Cup peripheral products in the city will exceed 9 billion yuan in 2025, an increase of 18% compared to the previous session.
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