Development Of Home Textile Industry: Try "Fast Fashion" And Insist On Small Inventory

Although the home textile business is developing rapidly, it is still at a stage of growth. For some small and medium-sized brands, there is still room for development.

On the line of traditional home textile layout, some distinctive brands are beginning to emerge from the Internet.

Recently, the reporter visited the home brand home, trying to understand a "small and beautiful" home textile brand.

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Try "fast fashion" home textiles

Fast fashion

Category is already popular among people, but it is a new concept in home textile industry.

With the fast delivery time, keeping up with fashion trends and parity, the idea of playing in the clothing industry has been coincided with the sense of "home after 80" and "post-90s".

In the view of Jia Chengwei, the director of Jue home, ordinary bedclothes only exist to meet the most basic needs of people, and the two seasons of winter and summer are updated in a year, according to seasonal demand.

But as a fast fashion, we should keep up with the trend and give consumers a fresh feeling.

"At present, there are more than two updates per month."

Jia Chengwei said.

Although compared with fast fashion clothes, there are not many updates for more than two items per month, but in the field of home textiles, which is one of the few new products released in a year, this update speed is enough to solve the problem of website style and price.

Leopard print, cowboy, LADY GAGA, meow star, lace and other traditional home textiles rarely touch the tidal current elements and colors become their main hits, bold colors and sometimes even the production factories will kindly remind them whether they are clash with tradition.

In the design style close to "80", "90 after" life at the same time, to keep the price of easy to let home to open the market.

From one hundred or two hundred yuan to the actual value, to six hundred or seven hundred yuan of quality goods, and so on.

Jia Chengwei will be divided into drainage products, profit and image products. Under the current sales situation, the low price drain accounts for most of the sales.

Stick to small inventory

The control of SKU (Stock Keeping Unit, the smallest stock unit) is a topic that can not be circumvented in the operation of e-commerce.

Although "SKU is not the more the better" has become the common sense of the electricity business community, but as a thriving home for development, there are only more than 30 SKU on the line a year later.

Because even if there are at least hundreds of SKU in each store, the SKU is even larger after the traditional online business of home textiles and retailing, such as Bo Yang and Luo Lai.

Take the same as home textile business elegance 100 as an example. In 2010, there were about 200 kinds of goods at the beginning of the line, which increased to more than 1000 after six months, while Dangdang only had more than 5000 SKU on bedding.

But in Jia Chengwei's view, maintaining a relatively low level of SKU takes two considerations.

On the one hand, "

"Positioning", the new fast, new products on-line, the old style gradually no sense of freshness, no competition, we must consider putting it offline; on the other hand, as a net goods brand, all the styles of the house are designed by the designer personally, with independent copyright, but if the same capital is used in stock, it is difficult to reflect the characteristics of the enterprise.

"There is no need to spread the product line, because there are only a few styles that sell well, and there are many shops that have hundreds of SKU, many of which are not trading volume."

Jia Chengwei said frankly, with the development of enterprises, the number of SKU will continue to increase. "But in the future, it will remain within 100."

Promotion difficulty remains to be solved

When it comes to marketing, Jia Chengwei is very proud.

He told reporters that in January 11th this year, Taobao mall officially changed its name to "Tmall", and felt a sharp grasp of the opportunity of home. It launched a four piece of Tmall theme. Although there was a scheduled period of more than a month, sales volume was still considerable. In the summer, the theme of ice cream was launched. Tanabata Festival launched the theme of "love wakeup". Although the sales of these targeted products were good, but when it comes to daily promotion, Jia Chengwei believes that Jue is still in its infancy.

An obvious example is that there are fewer people buying home textile products in summer, and this year, there is no timely development of the products, which will lead to a low summer sales volume.

"There must be a certain amount of exposure and awareness before sales can be made."

In addition to setting up shop in Tmall, Jue household also settled in Jingdong, Yintai, Cuba, red children, and other shopping platforms, but the flow of the open platform is not significant after subdivision. According to his introduction, Tmall's sales account for 75% of the sales of the home, and its total accounts for 25%, "some have no sales at all."