The Electricity Supplier Makes The Home Textile Industry Develop Twice The Result With Half The Effort.

Nowadays, Online retailers The home textile industry is considered to be an important direction for future development. In the past November 11th, this holiday known as "singles day" became a discount for online merchants. Promotion The "online shopping Carnival" has even been reported to call this day "online shopping festival". According to the southeastern business daily in November 15th, the sales volume of Taobao launched in November 11th was 40 million yuan and became the "first class achievement". According to Taobao's statistics, the sales of fuanna and mercury home textiles both exceeded 20 million yuan on that day, and the data released by another participating textile company revealed that sales exceeded 10 million yuan on that day. That is to say, the 4 home textile brands are only "one day". Sale The total amount is 90 million yuan.

The domestic textile industry has generated such a high performance within a single day, which is "a bit of a tongue in the face". This is a "impossible task" under the traditional sales channels. The network has made it a reality. This will probably make the home textile and home furnishing industry "have to rethink and look at" the business of e-commerce. Insiders pointed out that today's home textile products have become one of the favorite products of online consumer groups with clothing, footwear, digital, books and so on.

　 Home textile industry Steady increase

Compared to other home brands and stores, the home textile industry's performance is in good condition. At the end of 10, 3 well-known domestic textile companies listed by Luo Lai, Meng Jie and fuanna, each disclosed their financial reports in the first three quarters of this year. It is said that the third quarter of the year is usually the "traditional off-season" of the home textile market. However, the earnings of these 3 companies show that the home textile industry is still "developing steadily and not slack in the off-season" recently.

According to the results of the report, the 1 billion 634 million quarter of the three quarter was 1 billion 634 million yuan, an increase of 42.62% over the same period last year, of which 30.34% grew by 30.34% in the third quarter. In the three quarter of the first quarter, Meng Jie achieved a revenue of 811 million yuan, an increase of 63.86% over the same period last year, and a 73.85% increase in the third quarter. Fuanna achieved revenue of 945 million yuan in the first three quarters, up 35.34% from the same year, and the net profit of 43 million 220 thousand yuan in the third quarter, a significant increase of 103.65% over the same period. Fuanna also predicted that this year's Net profit Year-on-year growth of more than 50%.

Recently, according to the industry research report released by Hongyuan securities, the growth trend of the home textile industry is stable, and the profits of the relevant listed companies in the first half of the year are good. According to the report, "the home textile industry is in the early stage of growth, the industry has broad space for development, the home textile sector as a whole has been improving, and the industry concentration has been significantly enhanced." For the home textile leading enterprises such as Luo Lai, Meng Jie and Fu Anna, the autumn and winter orders in the second half of the year will be expected to increase by 50% to 60% and raise about 20%. The growth of the home textile industry in the second half of this year is "beyond doubt". {page_break}

The report also shows that the brand concentration of China's home textile industry is not high at present, and the market share of home textile brands ranked less than 2% in the top 5 industries. Although Luo Lai, Meng Jie and fuanna are among the best in the industry and take the lead in listing, the market share of the 3 leading enterprises is still limited. From the industry as a whole, the home textile industry is still in the initial stage of brand competition.

According to the survey report of China Textile Industry Association, according to the textile consumption of developed countries, the proportion of clothing, household and industrial textiles accounts for about 1/3, while the proportion of China's current stage is 65:23:12. According to most developed country standards, clothing consumption and household textile consumption expenditure should be basically flat. The report also pointed out that "as long as household textile consumption per capita increases by one percentage point, China's annual demand will increase by about 30000000000 yuan." It can be seen that the market space of China's home textile industry will continue to expand with the improvement of the income level of residents and the continuous promotion of urbanization. At present, the proportion of sales generated by e-commerce channels is not very high, but it has been regarded as an important direction for future development by the industry.

With the deepening and expansion of online shopping among netizens, as long as there are strong brand and physical shop support under the line, plus effective brand promotion, promotion efforts and support for logistics distribution, I believe that the performance of home textile industry will become more and more gratifying in the future.

"Twice the effort" business

According to the data of China Electronic Commerce Research Center, by the end of June this year, the volume of China's e-commerce market has reached 2 trillion and 950 billion yuan, an increase of 31% over the same period last year, of which B2B electricity supplier turnover reached 2 trillion and 600 billion, an increase of 26.8% over the same period last year, and the online retail market reached 349 billion 200 million yuan, an increase of 74.6% over the same period last year, and the growth momentum was swift and violent. The excellent performance of "singles day" also confirms this point.

But insiders believe that China's home textile business is not yet mature. "Commodity sources, services, logistics and other links, in the short term, it is difficult to achieve standardized and unified management. Whether it is C2C, B2C or B2B, it is difficult to guarantee the branding and quality of home textiles. The quality and brand marketing of home textiles is a difficult problem in the development of home textile business. Although the brand home textiles in B2C mall are better than C2C mall in quality and credit, but in the product category, color, and update speed, they can not go hand in hand with the traditional home textile offline sales channels.

This is indeed a problem for domestic textile enterprises. At present, there are two main modes of operation of home textile enterprises in China. One is to set up a brand-new pure electric business brand, which is exclusively for online sale; the two is to take concurrent marketing with entity brand and online and offline marketing mode. For example, Luo Lai home textile specially set up a sub brand "LOVO" for online sale; Meng Jie home textile, on the author's visit to understand that the line of sale varieties under the line basically take the "synchronization" strategy, and the effect is good; and fuanna home textiles is the first one to use the latter mode, in online stores and physical stores at the same time to sell its brand, and adopt the "partition strategy", that is, the products and flowers sold in the shop are not sold online, and vice versa. This year, fuanna set up an e-commerce brand "holy flower" and tried to promote it.

Insiders pointed out that the overall sales of network channels in general are "still very limited", but its growth momentum can not be underestimated. "Its profit margin and the speed of capital spanfer are all higher than traditional channels, and the growth rate is very fast." He believes that another advantage of the electricity supplier is: at the same time of sales, it has both the role of brand promotion in the network consumption crowd, which is called "kill two birds with one stone". The person also believes that the market prospect of home textile business is "even bigger than that of home appliance market". This field is likely to create a "giant" level of B2C enterprise.