Home textile industry meets new opportunities

Physical stores such as department stores, shopping centers, and supermarkets have been the main channels for sales of home textile products for many years. However, with the changes in sales formats and increasing sales costs, sales growth of home textile products in traditional channels has slowed down significantly. The rapid development of e-commerce has brought new sales to home textile products, and its online sales have soared. From the recent session of the Acupuncture Association, it is evident that the home textile industry and home textile exhibitions all face the problem of channel reengineering under the new situation. The reporter interviewed several exhibitors of textile companies at the exhibition. They believe that the development of online sales is a general trend, but online channels cannot replace traditional channels. Online and offline integration is the fundamental way out. In the "Double 11" sales rankings in 2013, both Rollei Home Textiles and Rich Anna Home Textiles entered the top ten and became the big winners in this e-commerce promotion war.

Among them, the sales volume of Luolai Home Textiles reached 155 million yuan on November 11th, which still ranks first in the textile industry. Compared with 2012, sales volume increased by 50% year-on-year. On the same day, Rich Anna’s net sales also reached 116 million yuan, a year-on-year increase of 70%. Mengjie Home Textiles “Double 11” also received sales of 50 million yuan on the same day, an increase of nearly 40% year-on-year. However, the sales of home textile products in the offline channel have been weak. It is reported that sales of Rolls-Royce Home Textiles stores in 2013 have declined, and the decline rate has reached double digits. Since nearly 90% of Rollei Home Textile's sales still come from offline entities, the overall sales of the company in 2013 were poor. In this session of the Acupuncture Association, Luolai Home Textiles has not exhibited yet. Regarding the downturn in the offline market, some home textile companies stated that they were affected by the slowdown in the growth of the macro economy and insufficient domestic demand. For home textile companies, on the one hand, it is necessary to transform the offline channels according to market conditions. At the same time, we must also think about how to do online, how to introduce the concept of omni-channel, and achieve the integration of online and offline.

Currently, offline channels are still the main source of profit for home textile companies. In fact, the brand usually does not make money online sales, and only large-scale activities such as “Double 11′′ can bring about huge profits. For example, Luolai Home Textiles, the online sales brand is LOVO, and it is not the same brand sold in its offline stores. In contrast, LOVO's grades are lower and prices are lower. Similarly, Fu Anna has also developed an independent brand, "Flower of the Holy Flower," for online promotion. Online sales are basically price-driven, and online sales require low prices. Increasing the proportion of online sales is the future trend, but the current cost of online sales is not low, and advertising promotion costs are getting higher and higher, and it is difficult to profit without sufficient sales support.

A statistic shows that at present, the cost of drainage on the Internet has reached 80 yuan/person on average, at least 10 times more than at the beginning. It is understood that only 20% of home textile companies can achieve profitable online sales. At the meeting, the reporter learned that the volume of transactions reached by home textile companies in their own flagship stores on the Internet is not large. The major transactions are from e-commerce platforms such as Tmall or Taobao. Even on these e-commerce platforms, After paying a high cost of draining, it is only for these e-commerce platforms. "The traffic you bring to you is not yours, but Taobao and Tmall." An exhibitor said that at the same time, the inventory risks involved in the large-scale promotion of the e-commerce platform should not be overlooked.

In addition, apart from the challenges and squeezes brought by online sales, physical stores under the home textile line are faced with a real pressure that rents, labor costs, raw material costs are getting higher and higher, and profits are getting lower and lower, resulting in many home textile companies not Do not slow down the pace of opening a shop or even close the shop. Is O2O and B2B feasible? Some exhibitors stated that they are both studying and watching. Because, despite the pressure of traditional offline channel development, online and offline integration requires high standards in many areas such as enterprise information system management, and requires great efforts to learn and adjust. For example, Xia Yanqun, Business Manager of Shandong Zhuzhijin Home Textile Technology Co., Ltd., at the China Acupuncture Association, seriously listened to the forum organized by Alibaba (China) Network Technology Co., Ltd. “How do New Opportunities and Home Textile Enterprises Grasp the B2B E-commerce Dividend? After the period, he still has doubts. The “Supermarket” superbrand e-commerce company from Ningbo, Zhejiang Province, also launched a mobile APP software management service at the show. “We are always attracting investment, every day investment, our aim is to replace the dealer.” This allows Jiangsu Wujiang several The owner of a company producing silk quilts was both excited and embarrassed. After all, offline and online are two complementary channels, and no one can replace them. Rationally positioning, planning and dividing online and offline products, and launching different products, styles, and pricing strategies for both channels are the best ways to be able to complement each other and achieve win-win cooperation.

Exhibitors met better for themselves. For the exhibitors, each year of the Acupuncture Association is an important stage for the brand to show its debut and display its own product strength and brand appeal. For the Acupuncture Association, the accumulation of more than 90 exhibitions is not only an industry recognition and support for the exhibition, but also an important manifestation of the trade value of the exhibition. Every time an exhibition is held, there will be a large number of industry professionals from all corners of the globe gathering here to find, taste, and communicate all the most lively, cutting-edge and fashionable elements and the international mainstream, where textile culture collides. Various sparks, or soft coordination, or stunning.

The buyer met his favorite "he"

All along, the Acupuncture Association is a popular wind vane and signpost for home textiles. Every year, exhibitors and exhibitors are able to learn about the latest fashion trends and trends from the show. In this session of the CAPO, the organizers combined the original two exhibition halls into one, which can not only facilitate the audiences to participate in the exhibition, but also better highlight the overall image of the site, and convey more accurate, comprehensive and multi-angle views. Changes in the future fashion trends in the home textile industry have made people feel the trends more intuitively, making the information transfer more intuitive and concise, and giving full play to the exhibition's dissemination platform effect. At the same time, it also saves the time for buyers and agents to travel within the exhibition hall, and increases the efficiency of the exhibition so that they can meet the participating brands in the shortest possible time.