Different types of straw hats are displayed on stands. [Photo/taizhou.com.cn]

The traditional straw hat industry in Taizhou, East China's Zhejiang province, is undergoing a transformation as local companies turn to technology and design to withstand rising competition.

Straw hat production is concentrated in Wenling, a county-level city in Taizhou, with Ruoheng town and Xinhe town forming its twin hubs. Yet producers face mounting challenges as new designs are copied within months and prices remain under pressure. Overseas markets have also become tougher due to tariffs, while emerging industries in Southeast Asia, benefiting from lower labor costs, are drawing away orders.

To counter this, companies are seeking new materials and functions. Wenling-based Tutouxiong has integrated umbrella fabrics into hats, combining portability, fashion, sun protection, and rain resistance. By replacing some stitching with pressing techniques, the firm reduces labor costs and raises barriers against imitation. Each product now undergoes 32 types of testing, earning the company recognition as a supplier for major sun-protection brands such as Beneunder.

Copisoya has shifted focus to mid-to-high-end products, reducing return rates from 60 percent to 3 percent. The company invests in design, introducing new models daily, and strengthens raw materials. It is also recovering traditional weaving methods to prepare for premium offerings such as gold-thread straw hats priced in the tens of thousands of yuan.