Home Textile Business With Brighter Gravity Has Bright Prospects

In 2013 1~10, home textile sales reached 53 billion yuan and is expected to exceed 60 billion yuan per year. Guo Da Lu, vice president of Tmall mall, said that at present, home textile sales accounted for 10% of the total electricity sales. As a standardized product, the future sales volume of home textiles is expected to exceed. clothing Category... One data, one pile example shows that the home textile business has a bright future. Some people even say that if the store does not enter the online market, it will fall half in 3 years. Then, how can the home textile enterprises catch the "train bound for spring"?

"2013 the theme of the China Home Textile Conference is: butterfly change, new home textiles and new life." This is the home textile business conference host, Beijing cotton field. Spin Ma Tao, general manager of commodities Co., Ltd.

A few days ago, the 2013 China Home Textile Conference was held in Beijing. Due to the growing influence of the electricity supplier channel on the home textile industry in recent years, the special China textile business conference was set up to analyze how the home textile industry could break through the bottleneck of e-commerce, and how the home textile brand should develop rapidly and strengthen e-commerce. Zhang Li, President of China Federation of textile industry, Yang Zhaohua, President of China Household Textile Industry Association, Secretary General of the China electricity Promotion Commission of the China Council for trade promotion, and Guo Da Lu, vice president of Tmall mall, attended the meeting.

Home textile business gravity doubled

Yang Zhaohua said that the convening of the electricity supplier conference by the opportunity of the 2013 China Home Textile Conference is very much the intention of home textile enterprisers, and is also in line with the current development needs of the industry. "In recent years, the development of home textile industry in the field of electric business is developing rapidly. Sales volume It doubled in the past year, increased by 102% last year, and sales volume was about 28 billion yuan. According to relevant statistics this year, sales in 1~10 months have reached 53 billion yuan, of which Tmall accounts for nearly 50%, with sales of 26 billion yuan, and annual online sales are expected to exceed 60 billion yuan. In view of this, this year is another one hundred percent growth. Moreover, there will still be room for growth in the home textile business channel. "

Yang Zhaohua believes that three reasons boost the sales of home textile products in recent years. First, home textile products are standardized products, towels, bed products and so on have relatively fixed size specifications, which are convenient for consumers to purchase online; second, the importance of home textile enterprises to electric business is increasing day by day; third, the brand effect of many enterprises has begun to play a role in Online marketing. "This year's" double 11 ", home textile sales in the top 10, 9 are the industry leader, this fully reflects the brand's influence, also shows that the enterprise in the brand construction is gratifying. Yang Zhaohua said.

Electricity supplier is a hot spot, but also a trend.

To enter the electricity supplier, successful enterprises have gained a lot, and the slow response has probably been "electric injury". "E-commerce is not only a hot topic, but also a trend. Tmall, Jingdong and other business platform constantly refreshed sales data, confirms the rapid development of the electricity supplier. The Soviet Union said: "now, what companies need to think about is not whether they want to do something or not, but they are committed to doing it with the company's strategic height. Not long ago, "double 11", the home textile industry did a very good job, and Luo Lai and fuanna made the best demonstration for the entire home textile industry.

Although the direction to the electricity supplier will not be wrong, how should the home textile enterprises strengthen the electricity supplier channel? The Soviet Union put forward several reminders: first, enterprises should realize that the low price is not the label of online shopping products. With the increase of consumption level, people's quality requirements for home textiles and other household products will be higher. Therefore, enterprises should pay attention to the improvement of product quality and fight at low prices blindly, not only unnecessary, but also damage the brand image. Secondly, at present, many home textile products only satisfy people's basic living needs, and they are far from enough in personalized innovation. Enterprises should bring forth new ideas, especially to cater to the online shopping force. They are gradually growing up, and their sense of identity towards creative products will become stronger and stronger. Moreover, enterprises must have Internet thinking and make good use of new media. Now, more than 400 million of WeChat users, who buy good things are willing to bask in the circle of friends, this is a good way to spread.

　　 Online retailers It's enterprise strategy N0.1.

In this regard, Guo Da Lu believes that the current e-commerce is the strategic level of N0.1, and enterprises should make use of the Internet's thinking and means to do business.

As the three leading domestic textile enterprises listed on A shares, Luo Lai, Fu Anna and Meng Jie have identified O2O as the future strategic direction. Roley home textiles is improving the supply chain and implementing the same price on line and online, so that franchisees will be included in the online business. Fu Anna said that the company will fully develop the O2O mode in the next 3 years. Yang Zhaohua said that if the home textile enterprises want to develop O2O, the traditional system will be faced with reengineering, and the existing procurement and marketing system needs to be broken. We encourage this kind of attempt, specific mode to suit oneself, still rely on fumble.

In recent years, C2B has developed rapidly, which is a process from consumers to enterprises. Guo Da Lu said that this should also be the future of the Internet, with the way of pre-sale, while collecting unilateral production, reducing inventories and increasing profits. Bo Yang home textile is a representative of the success of the "counter attack" through the Internet. The annual turnover and growth rate of Bo Yang in Tmall, including operating margins and net profit margins, are much higher than those under the line.

"E-commerce can really sell a lot of home textiles." Guo Da Lu said that at present, there are more than 2000 home textile brands on Tmall, a total of more than 3000 businesses. In 2012, there were 4 sales of over 100 million yuan, and this year it could increase to seven or eight at least. In the various sectors of Tmall mall, home textile sales rank the top 10, and grow at a rate of more than 3 times a year.

Guo Da Lu said that Tmall's focus this year is to make big home textiles. By subdividing the category, it will merge the products of towel, handkerchief, toilet pad and other small products. Facts have proved that sales of many small commodities are rising and even grabbing the "light" of the bedding kit. This shows that the amount of work done by e-commerce in home textile industry is becoming larger and larger, and the home textile products will be larger on Tmall next year.

In addition, Guo Da Lu proposed that home textiles should not only sell functions, but also "stories". For example, the bed sheets that Luo Lai and Disney cooperate, and Sesame Street, tuskey, Hello Kitty and other cross-border cooperation products, have created a good sales volume. The child was covered with dreams and dreamland with the quilt of Donald Duck and Mickey Mouse. Last year, the sale of "knife and dog" sheets was far beyond the imagination of many people, such as these examples, which continued to be staged in the home textile industry.

" Home textiles The electricity supplier still has a long way to go, how many shares will the home textile business provider occupy in the future? I think it's 50%. When talking about the future of the electricity supplier in the home textile industry, Guo Da Road is full of confidence.