This is defined in the cell s attribute which is a reference to the styles.xml.
 <row>      
     <c s="1"><v>11</v></c>
</row>
You can either find out the right s value in an existing xlsx template you use or use xlsx helpers to update the styles.xml. Like here
https://playground.jsreport.net/w/anon/nOIQZfMt
{{#xlsxAdd "xl/worksheets/sheet1.xml" "worksheet.sheetData[0].row"}}
    <row>      
        <c s="1"><v>11</v></c>
    </row>
{{/xlsxAdd}}
{{#xlsxReplace "xl/styles.xml" "styleSheet.cellXfs"}}
   <cellXfs count="2">
		<xf numFmtId="0" fontId="0" fillId="0" borderId="0" xfId="0"/>
		<xf numFmtId="2" fontId="0" fillId="0" borderId="0" xfId="0" applyNumberFormat="1"/>
	</cellXfs>
{{/xlsxReplace}}
{{{xlsxPrint}}}
As always with xlsx transformations, it requires you to check how the XML structure looks like inside existing xlsx files and replicate the same with xlsx helpers.