E-Commerce Flourished And Home Textile Industry Entered The Era Of Net Sales.

Since 2009, a series of adjustments have been made in Bo Yang home textile, which is undoubtedly the most important measure for the painstaking efforts of e-commerce.

With the successful operation of the new channel of e-commerce,

No matter from sales volume, brand awareness or consumer coverage, it has made great breakthroughs, successfully killing "price blue ocean" and showing a leading momentum.

The trend of the times is coming.

Jiang Wuji, chairman of the Bo Yang home textile company, said Bo Yang had explored the way of selling online in the early 1998, and eventually failed because of the immature conditions such as hardware and software.

However, Bo Yang has never stopped the development of this new way.

Later, Bo Yang was left behind by other brands because he was busy with online rights protection.

Until 2009, Bo Yang officially began to get involved in Taobao, and began to reform products and business methods to adapt to the development of the network.

With regard to Bo Yang's involvement in the electricity supplier, Jiang Wuji used the "two changes".

The first change took place in November 11, 2009.

Like other traditional enterprises, Bo Yang home textile initially operated e-commerce as a channel to clean up inventory. It is only an online shopping department affiliated to the company.

However, on this day, Taobao mall's "singles day" activities, the sale of Bo Yang home textile realized 170 thousand yuan sales, which made the brand begin to change its attitude towards e-commerce.

Enterprises began to reinvigorate the brand's hopes on e-commerce.

Changes have opened up independent product lines, and the products produced are exclusively for network sales.

This means that the electricity supplier channel is no longer a platform to clean up inventory for Bo Yang home textile.

The second change took place in November 11, 2010.

The company's original goal was to guarantee 3 million yuan and 5 million yuan, and finally achieved about 20000000 yuan.

One day selling a winter product made the whole company unprepared.

There are many problems, such as insufficient supply, inadequate department staffing, limited storage capacity, imperfect information system, and unable to undertake delivery by express companies.

For 7 days in a row, the whole company worked hard to reconcile various relations and solve all kinds of contradictions.

Since then, Bo Yang has learned lessons and started the split and independence of online business.

Now, Bo Yang home textile e-commerce company is completely independent of product R & D, production, sales and capital chain.

Entering the 2011, Bo Yang home textile has landed in Jingdong, Dangdang, Mai net, fan Kong, V+ and other well-known e-commerce platforms, and sales have increased significantly.

In 2010, the sales volume of Bo Yang home textile line was close to 50 million yuan, while its online sales reached 53 million yuan in the first half of 2011.

Contradiction between line and line

Bo Yang is the first company to explore the online and offline win-win mechanism.

To Bo Yang brought joy to success, but also brought a lot of confusion.

Some consumers under the diverting line of e-commerce have caused many dissatisfaction with offline sales.

By splitting business and enhancing product development, Bo Yang is trying to unify the sales interests under online and offline.

"One of the contributions of online channels to offline channels is to greatly enhance the popularity of the brand. After the successful hosting of online activities, the popularity of Bo Yang home textile has been significantly improved, and the sales volume under the line has also improved synchronously."

Jiang Wuji does not think that there are essential conflicts in the two modes of operation. "There will be great changes in the overall sales of home textiles in the future, but it will not affect the development of the industry. The brand is still the key.

Unified online and offline win-win is actually the realization of brand development.

Bo Yang home textile has long begun to strengthen its R & D capability, which clearly distinguishes products from online and offline businesses.

Through the online and offline target group planning, Bo Yang operates several brands at the same time.

Lok + Cotton Brand focuses on online, emphasizing sleep functional brand, hebro, and brand name AI and so on, which distinguish between offline and offline sales.

"Then there will be no online and offline product weakening the overall strength of the brand due to price war."

Jiang Wuji said so.

In addition, Bo Yang pays more attention to the building of brand reputation and the establishment of corporate sense of responsibility.

Through the combination of online and offline public welfare activities, we can break away from traditional forms and boundaries of charity and establish a charity platform for interaction between customers and employees.

By reshaping the corporate image, the popularity of the brand has been greatly enhanced.

Jiang Wuji said: "if enterprises adopt new models in accordance with the trend of the times, they will be more powerful.

It is better to say that the era is making this industry than e-commerce.

The competition will become more and more liberalized and benign in the e-commerce environment.