Silk Products Gold, Nine Silver Ten Line Online Sales Growth

During this year's golden nine silver ten period, silk The overall sales volume of online sales channels such as e-commerce platforms and offline stores has continued to maintain momentum. Silk gifts are more like a dark horse, rapidly replacing the traditional popular silk quilts, becoming the largest increase in the sales volume of e-commerce channels, up to 426.1%. In addition, for silk, home textiles and other large bed products, consumers are more willing to go offline shopping experience.

Women are still the main consumers.

"Golden nine silver ten" has always been a time for businesses to compete, and silk companies are no exception, competing for the gold market share.

"During this (golden nine silver ten period) season, the market trend of the first half of the entire silk industry has been basically clear. The experts analyzed the trend in the first half of the year, and will take action in the second half of the year. There are more holidays and holidays in nine and October. Insiders told the author.

In the traditional stores sales channels, I visited various markets to understand that silk Clothes & Accessories Increasingly popular among consumers. In October 12th, I saw a wide variety of silk products in Beijing market. A brand silk shop located in Jin Yuan's Yansha mall. Its products range from scarves, pajamas to cheongsam and so on.

"The price of scarves is between 200 yuan and 700 yuan, and the price of clothing is 800 to 1600 yuan / piece. Sales are generally good. " A shop manager of Yansha mall revealed to the author. It is understood that this year's high-end retail sales index plummeted, nine, October compared to the first few months, sales have improved.

During the interview with ordinary consumers, male consumers generally indicated that they had basically no other silk products except neckties and silk quilts, while female consumers obviously had more than male consumers in the use of silk products, and their products were mainly concentrated in mulberry silk. clothing Silk scarves and pajamas.

In terms of price, consumers generally say that the type of silk products used specifically depends on the number of consumers, and some consumers can accept higher priced silk products. And in the identification of genuine and fake silk products, young consumers generally can not tell the true or false, they can only be identified by the tag information, but the middle-aged and elderly consumers indicate that they can distinguish the true from the false by the sense of hand and gloss. In regard to the management of silk products, consumers generally say that silk is too delicate and difficult to handle. Generally, they need to be sent to dry cleaners or to wash with special washing liquid. In terms of brand, most consumers say that most of the silk brands that do not like or care much are Hangzhou silk brands.

Silk home textiles, best-selling stores

According to the Taobao index, when all silk products showed an increasing trend, the search index of "Silk home textiles" in the last 30 days (from September 12th to October 11th) increased by 98.8%, an increase of 354.3% compared with the same period last year, but the real turnover volume decreased by 100%, becoming the only negative growth of silk products on the online business platform.

During the national day, I visited a silk brand bedding store in Changsha friendship Apollo shopping mall. According to its salesmen, the price of the multi piece bedding made of high-grade silk household textiles varied from several thousand yuan to ten thousand yuan. This year sales volume has been increasing. In addition, he believes that silk home textiles have gradually been labeled as "10000 yuan bed products" and "advanced bedclothes" in the minds of domestic consumers.

"Consumers will also be deterred by the difficult properties of silk, but we will explain to consumers in the sales process. In fact, the silk textile has long been washable." The salesperson said so.

The author found that the online business platform encountered a slew of silk home textile products, but the sales volume of online stores rose sharply.

"The statistics for October are yet to be sorted out. The sales volume of our home textile brand in September increased by 286% compared with August, and in August it was 180% higher than that in July. Ling Lanfang, chairman of Silk Road Group Co., pleased to tell the author.

When asked about the sales situation, Ling Lanfang said that sales were similar everywhere. The top shopping malls all over the country, such as Beijing Yansha, Hangzhou Tower, Changsha friendship, and Wuhan, Nanjing and other stores have good sales performance.

Daly, deputy general manager of Zhejiang silk (Zhejiang) Co., Ltd., said that he was satisfied with the sales of Daly's silk brands during the golden season. "During the eleven golden week, the silk textile products of Daly included" Real silk Cushions, bedding products and home decorations sell well in dozens of outlets around the country, especially in a store in Xinchang, which sells more than 100 thousand yuan a day.