Textile Business Brand Competing To Weave "Net Dream"

< p > recently, the home brand "Da Pu", which was originally handled by Wang Zhiquan CEO, officially announced its entry into the infant market.

Since then, consumers can buy a series of infant products including four sets of baby bed products, baby socks, scarves, bib, baby clothes and so on.

Previously, the location of Tai Po network was adult household textile products, mainly including bedding, scarf, < a href= "http://www.91se91.com/news/index_c.asp" > underwear < /a > socks, storage boxes and other categories.

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< p > "big Piao net cuts into the infant field is the thing that lets nature take its course."

In an interview, Wang Zhiquan told reporters that there were many expectant mothers in the customer base of Tai Po network and the female users who had just had babies.

These users require relatively high safety standards for infant products, and the design of product details will be more comprehensive.

"Since October last year, these users have appealed for the new products of the Internet.

Therefore, after nearly a year of operation, on the basis of the stability of user numbers and brand loyalty, the development of new products will become natural.

Wang Zhiquan said.

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< p > however, some people in the industry do not agree with this.

They say that for Internet brands, rapid expansion of category is likely to lead to brand malformation or premature death.

But Wang Zhiquan said that Tai Po network now enters the infant market and insists on "doing something and doing nothing".

Wang Zhiquan told reporters that Tai Po did not make baby clothes at the moment, but started around the bed products and personal wear. It was mainly a target= "_blank" href= "http://www.91se91.com/" > textile > /a, which is what Tai Po was good at before.

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< p > "China has entered the era of branding. Enterprises are expanding, enriching and adhering to their brand ideas, focusing on market segmentation. There will be great opportunities for development in the future."

Wang Zhiquan said.

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< p > industry insiders believe that domestic infant textile is a hard nut to crack.

At present, the control power of the domestic infant electronic business is mainly in the hands of the platform merchants.

However, suning.com's red children, Jingdong mother and baby, Dangdang mother and child channel are basically products such as milk powder, toys, diapers and so on, and home textiles for infants and young children are not the focus of competition.

The home textile brands that operate on these platforms are not as safe as foreign products, while imported foreign brands are more expensive.

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< p > at present, domestic large home textiles, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > manufacturers are trying hard in the field of infants and young children, because the market education cost and brand building time of infant home textiles are relatively long.

Because infant products have higher requirements for formaldehyde content, pH value, friction resistance and color fastness, the demand for materials and research and development costs is higher.

The long return cycle and low cost performance are not cost-effective for enterprises.

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< p > but this problem is the competitive advantage of Tai Po network and its peers.

Wang Zhiquan told reporters: "we are not buying system, all products supply chain is controlled by ourselves. We need to know the production standards of each link, and provide consumers with 100% safe and reassuring products."

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< p > it is understood that the Japanese standard is used by adults in home textile products, and this standard has been able to meet the standards of infant products in China.

Therefore, the cost of raw materials has been diluted to the category of adults, and will not cause the cost pressure of raw materials.

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The formaldehyde content of clothing products, towels, bath towels and other products directly exposed to the skin for adults in China is less than 75 mg, but the Japanese standard is less than 20 mg P.

For infants and young children, the formaldehyde content of clothing products directly exposed to skin is not more than 20 mg, while the Japanese standard is less than 16 mg, and many kinds of products are even 0 mg.

All along, the products of Tai Po are strictly in accordance with Japanese standards, so entering the infant market is not too difficult for us.

Wang Zhiquan said that in the future, Tai Po network will continue to upgrade its product standards, and will also introduce products made in Japan to build a higher competition threshold.

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< p > in positioning, the Tai Po net is also different from the existing a href= "http://www.91se91.com/" > infant home textile < /a >.

"Now the emergence of infant home textiles in the operation category is taken by the buyer system, mainly focusing on appearance design.

And Tai Po network from the material, the main safety, comfort, appearance is only the second. "

In Wang Zhiquan's eyes, quality is the key to winning.

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"P", "in marketing, we have just started focusing on old customers instead of spending a lot of money to promote sales for new customers.

Now, we only hope that the users can be satisfied, and at the same time, we are most concerned about the number of old users who are in need of the big Pu, and how many people will buy them.

Wang Zhiquan told reporters that the big Piao network is word-of-mouth marketing, user loyalty and repeat purchase rate are relatively high.

In this way, the cost which was originally used for marketing can be fed back to the quality control of raw materials.

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< p > it is understood that at present, the number of monthly active users in Tai Po network is more than 20000, the number of new users per month is 4000~5000, and the monthly order volume is nearly 7000.

From the comparison between the order quantity and the active users, the conversion rate of the big Piao net is relatively high.

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< p > according to an electric business person, after the book and household appliances, 2013, < a href= "http://www.91se91.com/news/" > maternal and child product < /a > will be the main category of competition among the major electronic business platforms.

And the big Piao net can cut into the infant market timely.

It is reported that in April of this year, the net sales of A were $30 million, and the hot infant category will play an important role in the sales of this year's sales in 2013. 30 million yuan in the round of financing.

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