Home Textile Enterprises Actively Prepare For This Year'S E-Commerce Sales Outbreak

The online shopping feast is coming. The listed home textile enterprises that tasted the benefits last year have begun to actively prepare for this year's e-commerce sales outbreak. The three listed home textile companies interviewed by the reporter of the Securities Times all said that the sales of this year's "Double 11" will exceed the same period last year.

Sales target exceeds last year

Last year, the development of Luolai Home Textile in e-commerce was very rapid. On the "Double 11" day alone, the company's sales in Tmall had reached more than 90 million yuan. The daily sales of Fuanna and Mengjie Home Textiles were more than 70 million yuan and 40 million yuan respectively.

Hu Zhenchao, secretary of the board of directors of Fuanna, told reporters that the company's goal of "Double 11" this year must exceed that of last year, and the specific number is not expected. At present, the company is also busy planning promotional activities.

The staff of Luolai Home Textile Securities Department said that it is expected that the sales during the "Double 11" period this year will exceed last year's 100 million yuan. Affected by the same price of online and offline stores, or some physical stores participate in the "Double 11" activities, the current plan has not been finalized.

It is reported that Luolai Home Textile has launched the "Double 11" e-commerce pre-sale, and this year's "Double 11" will mainly promote online brand LOVO, focusing on Tmall. Because the price is the same online and offline, if the main brand Luolai participates in e-commerce promotions, the physical stores will also have corresponding discounts, but these have not been finalized.

Relatively speaking, the goal of Mengjie Home Textile is set at a low level. Wu Wenwen, the company's securities representative, said that the company's "Double 11" e-commerce marketing plan has been basically determined. The company launched a multi brand attack across the board and participated in discount activities on multiple e-commerce platforms, which is expected to exceed the sales performance of 40 million yuan last year.

Planning for O2O

According to an analyst who recently went to the home textile company for research, e-commerce channel is a key development direction of the home textile industry. All companies have increased investment this year. Through communication with all companies, we found that the growth of e-commerce this year is good. At the same time, all companies have plans to expand O2O (online and offline business integration) business, but the difficulties are different.

Wu Wenwen believes that all companies are paying attention to the O2O strategy, but the real success has not yet been achieved. Mengjie Home Textile is also developing relevant programs, and its management structure is gradually transitioning to the direction of online and offline integration, but it should not change significantly this year. He believes that the reconstruction of the supply chain, the division of interests of franchisees and other issues cannot be solved in a short time.

Luolai Home Textile also encountered the same problem. Insiders of the company said that Luolai has been developing the O2O scheme, but it is expected that it will be difficult to implement it in the short term. It is expected in the industry that O2O is a part of the company's supply chain improvement, positioning the strategic direction, but 90% of the revenue of Luolai is contributed by the franchisees. How to design the benefit sharing mechanism is a major difficulty.

In contrast, Fuanna has more advantages. The company basically focuses on direct stores, and there is no interest segmentation problem. According to a senior manager of Fuanna, the company has recently studied the implementation mode of O2O, which can also give play to the advantages of the company's 2400 terminal outlets nationwide.

It is reported that many institutions have recently visited listed home textile companies for research, and the main problem is the concern of the company to set up O2O platform, in addition to the order situation of the spring and summer order meeting in 2014.

In July and September this year, Fuguo Fund, Golden Eagle Fund, Calm Investment, Ping An Assets, Chongyang Investment, Securities and other funds, private equity, securities dealers and other institutional investors investigated Luolai Home Textile. In July, August and October, Shanghai Investment Morgan, Zhejiang Merchants, Yingda, Hua'an, Zhanbo Investment, Guoxin, Chongyang Investment and other institutions intensively investigated Mengjie Home Textile.

Fuanna has received more attention. Since the third quarter, six groups of institutions, including Changjin Investment, E Fund, Rongtong and Guojin General, have investigated Fuanna. The reporter learned that a number of institutions will go to Fuanna for research today.