In 2020, the COVID-19 pandemic has caused industries and companies to face unprecedented new conditions, which caught many people off guard. Smoothly surviving the crisis and actively adapting to environmental changes have become compulsory courses for companies. In the post-epidemic era, companies are gradually making efforts on the “internal” development track. They are focusing on new retail through the transformation of all employees; they have accumulated a lot of experience and focused on product innovation; they have implemented refined management, refined operations and other measures to improve their business performance. Develop resilience and resilience to risk.
Strategy 1
Transformation of all employees, Strive for new retail
During the epidemic, online operators and supporting institutions such as Ele.me, Hema, Cainiao Logistics, and Sitongyida have become people’s only connection with the outside world. At the same time, offline business shutdowns and sluggish consumer demand have made more companies realize that the primary problem for companies in 2020 has changed from “how to develop” to “how to survive”, and they must actively adjust their internal structures and comprehensively The best solution is to transform employees so that they can go online quickly.
Companies that focus on traditional offline sales have begun the transformation of all employees. Li Rucheng, chairman of Youngor, said that the impact of the epidemic on the company is unprecedented. Youngor’s approach is to “accelerate the integration of online and offline” development ideas and call on all employees to learn online sales skills and join the sales force. As a result, Youngor issued a charge call for all employees to go online, and more than 10,000 employees in non-marketing positions within the company were transformed into sales personnel.
It is reported that Youngor’s internal employees actively promote information through mini programs, WeChat Moments, groups, etc. At the same time, employees can generate sunflower codes in the micro mall, and customers can purchase The QR code scanning record during product production is employee performance data. This form not only stimulates employees’ subjective initiative, but also facilitates the company’s later digital management.
Not only Youngor, Peacebird is also making efforts in full-person marketing. During the epidemic, PEACEBIRD Chairman Zhang Jiangping issued an open letter to employees, mentioning that after some PEACEBIRD stores across the country were temporarily suspended, all PEACEBIRD employees quickly adjusted and actively looked for new retail paths, opening up connections with PEACEBIRD through online platforms and live broadcast platforms. In order to connect customers, many backend partners have also joined the ranks to support the business end.
It is reported that through the launch of WeChat online membership special events, WeChat flash sales, mini program distribution, rotating live broadcasts in different regions, etc., Peacebird has achieved sales in half of its suspended stores, with an average daily total of Retail sales reached 8 million yuan and are still improving. However, this is just the beginning. Peacebird is still learning internally. For example, it continuously disassembles excellent cases during operations for internal sharing and learning, establishes internal benchmarks, answers key questions in a timely manner, and provides dedicated training to teams that encounter difficulties to ensure that The company’s new retail standard process was implemented.
Peacebird fully stimulates the vitality of the existing sales team by focusing on role modeling and maintaining high employee activity.
There are many companies that have made changes, including La Chapelle, Jiangsu Carnation Textile Group, Taihu Snow, Hailingmeng Home Furnishing… the list is getting longer and longer. On platforms such as Tmall Live Room, Douyin, and Kuaishou, more and more traditional brands are involved in the field of live broadcasting. The huge sales allow people to see that whether to go online is no longer a multiple-choice question, but a must-answer question.
Many companies said that in the future, the new retail model that combines online and offline will definitely become a new direction for companies and stores to expand the market. On the way of exploration, companies It is very important to build a high-quality and strong execution team internally.
Strategy 2
Accumulate steadily and focus on product innovation without relaxing
During the epidemic, many industries and companies saw opportunities from the crisis. Some predictions say that the epidemic has made people deeply aware of the importance and necessity of healthy living, and the development of the health industry has been advanced by about ten years. Jack Ma has also publicly stated, “The next person who surpasses me will definitely appear in the health industry.”
Textile and apparel companies are the main force in the layout of the big health industry. More and more companies are getting involved in the development of sustainable products and functional textiles.
As a leading company in the home textile industry, Luolai has been constantly seeking cooperation opportunities with domestic and foreign home textile design centers and scientific research institutions in universities and colleges, and is constantly trying new materials. Liu Amei, general manager of the President Office of Luolai Life Technology Co., Ltd., said that among the newly developed products, the antibacterial and anti-mite bed pads were jointly developed by Luolai and DuPont of the United States. The product has been tested by the Chinese Center for Disease Control and Prevention and can effectively block and filter dust mites. and their excreta, prevent the passage of dust, dander, and bacteria, prevent the infection of skin and respiratory diseases, and ensure healthy breathing during sleep and clean bedding. Luolai people believe that with the continuous advancement of technology, household products will continue to improve in the future. Has more functionality.
Mercury Home Textiles is also continuing to make efforts in the field of sustainability. Recently, Mercury Home Textiles and Tencel™ brand released the Tencel™ Lyocell LF fiber tag. TENCEL™ Lyocell LF fiber has many characteristics. For example, all TENCEL™ Lyocell LF fibers are only produced in the factory in Heiligenkreuz, Austria, with the best practical technology and reliable sustainable wood sources; LF fiber Through special treatment, the phenomenon of fibrillation can be reduced. In layman’s terms, it means that repeated washing will not cause fibrillation.�Fuzzing, pilling, etc. It can be said that the launch of TENCEL™ Lyocell LF fiber hangtag provides a strong endorsement for high-quality bedding products, provides a reliable “identity authentication” for consumers to select high-standard products, and also enhances the brand of Mercury Home Textiles. Product and brand competitiveness.
Wang Ruping, chairman of Motes Home Furnishings, said that the company cannot relax at all times in the design and development of new products, and the company has been doing it. During the epidemic, the bigger problem they encountered was “converting export sales to domestic sales.” This process is difficult, but it must be overcome. He led his employees to analyze the market situation and differences in consumption habits. He shared that in foreign markets, bed sheets are used for covering, but in the domestic market, bed sheets are used for paving. Therefore, for exported three-piece sets to be directly converted to domestic sales, many adjustments must be made to the product material, specifications, and packaging. The details are Slight changes gave Motes an opportunity for transformation.
Guo Chunnuan, deputy general manager of Novartis (Hangzhou) Textile, said, “Good products can drive the sustainable development of enterprises. Product development cannot be relaxed at any time, but enterprises need to do What is important is to focus on future needs and user needs, and provide consumers with the products they really need.”
Some companies believe that sustainable products not only refer to natural Raw materials, clear origins, clear circulation and production processes, traceability, etc. also meet the scope of sustainability. At the same time, product innovation is not only about new product development. Product localization and detail optimization can also bring opportunities to enterprises.
Strategy Three
Implement refined management and refined operations
At present, crises and opportunities coexist, and it is very important to transform the epidemic period into a period of internal strength cultivation. Many companies have begun to implement refined management and refined operations, which means that companies must achieve the most efficient and economical use of resources and energy. The most important meaning is to practice internal skills.
Some companies have mentioned that it is imperative to implement refined management, and there are many specific measures. For example, in the company’s internal management, digital technologies such as the Internet and big data can be used Carry out personnel management and daily paperless office; in terminal sales, communication, negotiation and other activities can be transferred from offline to online; in personnel management, you can take the opportunity to provide training and practice opportunities for employees to cultivate all-round players.
Under the impact of the epidemic, many manufacturing companies are facing problems such as reduced orders and overcapacity. Huzhou Chengxin Textile Printing and Dyeing Co., Ltd. is one of them. Chengxin Textile’s approach is to proactively reduce production capacity to 70-80% of the original level based on the status of orders on hand, and at the same time implement a staggered working time system for employees. Next, as orders further decrease, the company may further reduce production capacity; but no matter what, it will strive to keep the factory running at low load to maintain the stability of core employees.
The company stated that although workers’ wages have also been reduced, the company explained the reasons for the reduction in production and analyzed the market conditions. Most workers can still understand the company’s difficulties. . For manufacturing companies, talent is the core resource. If you retain people, you will still have opportunities.
Hangzhou Hulian’s exhibition services focus on the terminal link. Recently, Hulian joined hands with home textile companies to participate in a cloud home textile exhibition. Dong Zhenjie, general manager of Hulian, said that as a service provider As a large organization, what Huden should do is to address the needs of customers. Under the situation of blocked sales and reduced orders, enhance the exposure of enterprises and provide them with a platform to explore new channels and find new opportunities. This is the best solution for enterprises. Warm service.
In addition to enterprises, many professional markets also responded quickly during the epidemic. For example, China Textile City Dongsheng Road Market used big data to launch “one code per household”, that is, each store has an exclusive QR code. Business households can scan the code through WeChat to make smart payments, information inquiries, etc. Content: Compared with the previous payment model, “one account, one code” is more convenient, faster and more accurate.
You can jump higher only after squatting deeply. Under the epidemic, enterprises cannot wait passively. They should take advantage of this “opportunity” to practice hard and improve their ability to resist risks, so as to Gather strength for better development after the epidemic. </p
