Home Textile Channel New Innovation Online And Offline Mix And Match Wind

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The traditional channels of < p > a > Home Textiles < /a > have been concentrated in department stores. With the rise of the operating costs of the first tier cities, some of the old home textile shops are gradually withdrawing from shops, and traditional channels are facing challenges. However, there are limitations in the "a href=" http://sjfzxm.com/news/index_cj.as "network channel" /a ". In the future, the home textile industry will usher in a change of a href=" /a "and" sales channel ". Now let's take a look at the details of the world's clothing and shoe net. < /p >
< p > < strong > sales volume of traditional channels is lower than < /strong > /p >
< p > recently, Ms. Xue went to < a > New World Department Store < /a >, and wanted to buy two sets of bedding. She found that the brand here was not in the past few years. The salesperson of the new world rich Anna counters told her: "there were more than 20 brands in the past, because the sales volume was bad, all of them had been withdrawn, and now there are 12 left." < /p >
Wang Yaoceng, vice president of the China business association in 2013, pointed out that in the first three quarters of this year, the sales of scale products increased by 6.7% over the same period of last year. The number of key enterprises followed by the association dropped by 0.5% compared with the same period last year, setting the lowest value of the domestic sales growth of P since 2009. < /p >
< p > reporter survey found that over the past one or two years, the increase in the rent of shopping malls increased the rate of deduction of counters from the original 15%-18% to nearly 30% of the rate of deduction. Wei Wei a > violet home textiles < /a > General Manager of Polytron Technologies Inc Beijing branch said that because of the decrease in profits, the brand cooperation in shopping malls had not been greatly improved in the past few years, and the brands could not give more profits to consumers, resulting in the loss of some of the stores. Sales staff of the new world Luo Lai home textile told reporters, "this year's" double 12 "promotional activities, shopping malls require products to participate in half off activities. The discount is too low, and the counter is really unable to attend. < /p >
< p > reporter has learned that because of the display characteristics of home textile industry, Ping efficiency (per square meter in a year) is smaller than other brands. The mall adjusts its home textile brand every year according to brand sales and performance evaluation, and the home textile brand with poor sales performance may suffer the fate of being cleared. < /p >
< p > Wei Wei told reporters that in the future, the home textile industry may face more challenges in the traditional channels. The next line of Beijing's violet stores will also be reduced. < /p >
< p > < strong > Internet channels have limitations: < /strong > /p >
The information released by the China Home Textile Conference in 2013 P also showed that in 2013, China's Home Textile Association's track bed enterprises, the electricity supplier realized sales of 53 billion yuan in 1-10 months, an increase of 50% compared with the same period last year. < /p >
< p > this year's double eleven, < a > Luo Lai home textile "/a" Tmall flagship store sales reached 155 million a day, and fuanna online sales also reached 116 million, which has set a new milestone for the online development of the home textile industry. < /p >
< p > reporters understand that these big brands are not selling their brands online. The sale of billions of brands in Tmall's flagship store is actually its sub brand LOVO, "a href=" http://sjfzxm.com/news/index_cj.as "fuanna" /a "also uses" Xinle le "brand to do online promotion. < /p >
Why do not p? Why do not want to use the "parent brand" to do online sales? Wang Liang, vice president of Luo Lai home textile, explains that China's < a > home textile brand > /a > Regional accession is widespread, and the cost and price of the nationwide offline sale are different. In order not to hurt the interests of franchisees, he used the sub brands to test the water online channels. < /p >
< p > industry insiders say that consumers have their own judgement on the price performance of products. If the price of goods exceeds expectations, consumers will be skeptical of brands, and the sales of physical stores will also be affected. Therefore, the sale of home textile brand online is not based on the interests of the "parent brand". < /p >
< p > < strong > traditional channels try to innovate < /strong > < /p >.
< p > although the sales of home textile industry seem to be "fierce", the biggest distribution channel is the offline terminal. It is understood that as of the first half of 2013, fuanna's e-commerce business income of 69 million 956 thousand and 100 yuan, accounting for only 10.41% of the company's total revenue. Roley, vice president of home textiles Wang Liang, also said that although the sales growth slowed down under the line this year, the traditional offline sales still accounted for 90% of the total sales. < /p >
< p > how to innovate and operate traditional channels is an urgent problem for many home textile brands. Wei Wei said that violet recently tried to make O2O model shop. That is to say, the shop with 15-30 square meters will only display products, consumers can place orders in the store, and then they will be shipped to consumers' homes by the manufacturer. Wang Liang also said that the difficulty of further expansion of offline stores will further increase. < /p >
< p > < < a href= > http://sjfzxm.com/news/index_cj.as > > Yang Zhaohua < /a >, said the president of the China Textile Industry Association. "At present, the importance of channel to home textile enterprises is better than R & D. Although the new things such as" electricity and O2O "emerge one after another, there is a big gap between different enterprises in adapting to new channels. In Yang Zhaohua's view, "a href=" http://sjfzxm.com/news/index_cj.as "O2O" mode "/a" is still a bit difficult to land at present. "On O2O, the existing system is facing reengineering, and O2O's subversion is stronger." Yang Zhaohua said: "what pattern suits oneself, also depends on the enterprise to fumble unceasingly." < /p >