The “14th Five-Year Plan” involves all aspects of economic and social development and is closely related to the production and life of the people. As an important industry closely related to people’s lives, the home textile industry has gone through the “special period” affected by the epidemic in the first half of the year. How can it further transform its traditional advantages into market competitiveness and risk resistance in the post-epidemic era to promote high-quality development of the industry?
Optimizing the channel model and promoting the integrated development of e-commerce and entities is one of the successful paths that home textile companies have explored in “selling goods” in recent years, and this integration will be more effective in 2020 Years have seen explosive “changes”.
After the “retreat” in the first half of the year, the offline channels of the home textile industry are gradually recovering their “vitality”, while the online “business” is showing an “explosion” trend. It can be seen that using the power of e-commerce to enhance the company’s own ability to resist risks has become one of the effective ways. So this year, what achievements have home textile companies achieved in e-commerce operations, and what new tricks have they played?
Look at e-commerce for year-round sales, and live broadcast for e-commerce data. Since the beginning of this year, live streaming e-commerce has developed rapidly. According to the “Statistical Report on China’s Internet Development” released by CNNIC, as of September 2020, the number of online shopping users in my country reached 749 million, of which the number of live streaming e-commerce users reached 309 million, accounting for 41.3% of online shopping users. In the first half of 2020, there were more than 10 million domestic e-commerce live broadcasts, the number of active anchors exceeded 400,000, and the number of viewers exceeded 50 billion. The market size is expected to reach trillions in 2020. So how do home textile companies perform in terms of “live broadcast” delivery?
The e-commerce data depends on the live broadcast, and the success or failure of the live broadcast depends on the “product selection”. A successful live broadcast of selling goods depends on the selection of products, in addition to the professional skills of the host. So, how to choose this product, and what are the criteria for “selection” of home textile products for live broadcast?
Since this year, the relationship between e-commerce and industrial belts no longer seems to be inseparable. There are more and more distinctive industrial belts, gathering a large number of people from the upper, middle and lower reaches of the industrial chain. Supporting manufacturing factories appear in all walks of life. For the home textile industry cluster, how to enter the “fast lane” of e-commerce?
Next, let home textile companies answer our questions one by one.
Perform the “electric shock” strategy
Home textile companies not only protect themselves
“In the first half of the year, the industry Facing a special period, it has had a greater impact on Luolai Life’s offline sales channels, which in turn has led to a decline in corporate income and profit levels and increased operating pressure.”
“Sales through original channels have been frustrated, and user funds have tightened. With spending reduced, offline channels closed, and traffic falling off a cliff, Taihu Snow is in danger.”
“Affected by the epidemic in the first half of the year, Jieliya faced great challenges. Because Jieliya’s two largest The large production bases are in Xianning, Hubei and Alar, Xinjiang. Due to the epidemic, these two areas did not fully resume production until nearly April. Xinjiang also suffered from repeated epidemics in the later period. This means that the supply is seriously insufficient, and online Downstream channels are in short supply. In addition to production capacity difficulties, the epidemic has also caused transportation problems and brain drain. Although the own supply chain has restored production capacity in the later period, the supply is still in short supply due to the long production cycle of towels.”
In interviews with reporters, the heads of various home textile companies expressed their “difficulties” in the first half of the year. However, the predicament has also given home textile companies more thinking in terms of business operations: How to protect themselves in the face of crisis? How to enhance your ability to resist risks? Facts have proven that using e-commerce to innovate performance has become an effective way for most companies.
Take this year’s Double Eleven as an example. For the first time, Tmall innovated the theme rhythm gameplay of “Two Outbreaks, Double Happiness”, dividing Double Eleven into two burst periods. During the first wave of the outbreak on November 1, Mengjie Home Textiles had already reached a year-on-year growth rate of 150%. As of 0:00 on November 12, Mengjie Home Textiles’ Tmall flagship store had once again set a new record in the past with sales exceeding 100 million. Double Eleven sales record. In this year’s Double Eleven super long front, from the 1st to the 11th, the total sales of Mengjie Home Textiles across all channels reached 162 million, with a year-on-year increase of 73.8% in all online channels!
On this year’s Double Eleven, Taihu Snow Silk Co., Ltd.’s sales nearly doubled compared to last year, with cumulative sales of 47 million yuan, and it continues to be the double champion in the silk quilt category on Tmall and JD.com! On the day of Double Eleven, Heweiya’s second live broadcast of the Taihu Snow 100% Double Palace Silkworm filament quilt had cumulative sales of 30 million yuan and more than 24,000 pieces sold. So far in 2020, Taihu Snow’s cumulative sales through e-commerce platforms have reached 120 million yuan!
“Jie Liya’s online growth this year has been 70%, and the bottom line in October has exceeded 1 billion in turnover.” Huang Tingyu, vice president of Zhejiang Jie Liya Co., Ltd., said in an interview that this time During Double Eleven, Jialiya’s total online sales exceeded 120 million, a year-on-year increase of 67%; during the Double Eleven period on Tmall platform, the transaction volume exceeded 85 million, and the bath towel category continued to rank first.
A string of shining numbers proves that home textile companies have successfully explored the road to e-commerce. Their achievements are no longer limited to self-protection, but new highs. So behind these numbers , what “big moves” have home textile companies put in place?
Celebrity support, IP empowerment, and high-frequency global reach online – Mengjie Home Textiles
Photo courtesy | Dream Jie Home Textiles
“Under the impact of the epidemic on traditional offline retail,� Today’s trade city has an annual transaction volume of more than 6 billion yuan.
In the early days of the development of e-commerce business of textile enterprises, although they were operated by coolies, they were unable to gain online visibility and obtain traffic support due to being “small and weak”. To this end, Gaoyang County has built e-commerce comprehensive parks such as Bunchen Technology Entrepreneurship Incubation Base and a Pot of Gold to bring together scattered e-commerce companies of textile companies for group development.
It is worth mentioning that in the face of market fluctuations caused by the epidemic, the Gaoyang County Government and Alibaba’s 1688 platform launched the Online China Gaoyang Towel Festival, with more than 800 physical companies signing up to participate. Through on-site inspection and big data screening, 200 high-quality companies finally entered the main venue, and more than 400 companies participated outside the venue. It can be said that the integrated development of e-commerce and offline entities has promoted the further development and sustainable prosperity of Gaoyang’s textile industry.
E-commerce live streaming is at the cusp of the storm. As a new business format, the greater the expectations you have for it, the more you must think ahead about the problems. The development of any industry, in the long run, must be supported by connotation, and connotation is a complete system including product quality, honesty and trustworthiness. Therefore, no matter how it develops, quality, brand, and variety cannot be ignored, and we need to move forward rationally even after being “electrically shocked”. Only by not forgetting your original intention can you be reborn! </p
