Traditional Textile Enterprises Enter E-Commerce At Guangzhou Fair

Canton Fair three issue Home textiles The clothing industry exhibition was held in Guangzhou in from May 1st to 5th. Affected by the macro-economic downturn, the textile industry in the first three months is facing a rare negative growth in sales over the past decade. Some traditional home textile enterprises have begun to "hit the electricity" in an all-round way and realize transformation and upgrading through channel innovation, so as to cope with the industry dilemma.

Known as China's home textile "supermarket king", Shanghai red Fuji Home Textile Co., Ltd. has begun to enter the e-commerce market. Chairman of Fuji home textiles, Shanghai home textile Dong Fulong, vice president of the association, announced that the sales of red Fuji home textiles exceeded 10 million yuan in April, and realized the transformation and upgrading of sales channels.

The Canton Fair has always been regarded as a barometer of China's foreign trade. However, in the third phase of the home textile and apparel exhibition, Chinese exhibitors are worried about the decline in external demand, rising raw material prices and rising labor costs. In order to meet the challenge, like the red Fuji home textiles in the Canton Fair, turning from traditional sales to online and offline marketing has become a trend.

Dong Fulong introduced that the main sales channel of the former Fuji home textiles was to supply and export OEM for the Shang Dynasty, and the comprehensive entry into e-commerce sales is a major transformation and upgrading of the company in the light of the new situation. At present, the company is expanding new channels including Internet sales, physical chain stores and TV shopping sales, of which the growth of online sales is the most popular.

Insiders pointed out that the comprehensive entry of e-commerce by red Fuji and other enterprises foreshadowed that the transformation and upgrading of China's home textile sales channels began to accelerate, and the era of home textile e-commerce has arrived. Many brands such as Luo Lai home textile and fuanna have set up their own B2C e-commerce business, and have flagship stores on Jingdong and Taobao shopping platforms.

First textile network chief analyst Wang Qianjin said that the first quarter of this year, the home textile and garment industry is still relatively low, and the industry situation requires the transformation and upgrading of the home textile industry. One of the more important directions is the innovation of sales channels, expanding the market share through e-commerce sales. The new hot spot of the Canton Fair is that the home textile industry goes all the way to e-commerce. In the next few years, the sales volume of e-commerce in the home textile industry will continue to expand.

"The future home textile e-commerce market is huge, even larger than the home appliance market. This area will surely cultivate internationally renowned enterprises and brands." One partner of IDG capital said.

"Tradition" Home textile enterprise To enter e-commerce sales, it is very important to be good at learning and innovating business models. In traditional sales channels, enterprises profit from differences in price and emphasize the profit margin of products. E-commerce business models emphasize consumers' experience and needs, and enterprises consider more market scale expansion, establishment of sales network and word-of-mouth formation. How to balance the relationship with traditional sales channels, and step by step to promote the construction of e-commerce channels is very important. An expert from the Ministry of Commerce suggested.