Home Textile Industry Began To Recover, Multi Brand Online Sales Force

In the cold environment of the textile and garment industry, the home textile industry in 2013 has recovered relatively fast, and this situation can not be separated from the high growth of home textile business. Fuanna and Meng Jie home textiles, which have released their earnings forecasts, all say that the growth of company revenue has benefited from the rapid development of e-commerce business.

According to Fuan's performance forecast, the company achieved operating income of 1 billion 864 million yuan in 2013, an increase of 4.92% over the same period last year, mainly due to the improvement of the sales performance of the e-commerce channel.

Hu Zhenchao, director of Fuan Anna Dong, told reporters that the proportion of electricity supplier sales increased to 15% in 2013, and its sales volume was nearly 300 million yuan, compared with nearly 9% in 2012. Hu Zhenchao said that the gross profit margin of online products is not low, between Direct stores and franchisees. With the further increase in the proportion of electricity providers this year, the income of e-commerce business is also more optimistic.

Meng Jie home textile has set up a special electricity supplier operation team. At present, the proportion of electricity supplier sales is nearly 10%, and in 2013, the sales volume exceeded 100 million yuan. Li Jun, the company's secretaries, said: "in 2014, the proportion of e-commerce sales is expected to double."

In addition to upgrading electricity providers, Dream home textiles The overall promotion of the project system has reduced the management cost and promoted the high growth of performance. The company expects net profit changes in 2013 to be 92 million 380 thousand yuan ~9816 million, an increase of 60% to 70% over the same period.

Luo Lai home textile which has not yet announced its performance forecast has also performed well in the electricity supplier. Dong Mitianlin said that in 2013, the company achieved nearly 400 million yuan of electricity supplier income, while in 2012 it was about 200 million yuan, doubling its sales share, and its sales share rose from 10% in 2012 to 15% at present. It is worth mentioning that in 2013, Tmall's "double eleven" Shopping Festival, Roley home textile single store sales to 160 million yuan to win the industry first.

2013 is Home textile In the "adjustment year", Tian Lin frankly, the performance has slowed down compared with the previous years. It is understood that in 2013, Luo Lai home textile increased the channel adjustment, quickening the pace of franchisees going to inventory, and made great adjustments in the management and supply chain of the company, and tended to fine management. Tian Lin said that the current channel inventory situation has improved, the spring and summer orders in 2014 will increase two digits, "fine adjustment is for the long-term development of the company, and the performance in 2014 will gradually improve."

The rapid development of the electricity supplier business has not only promoted the recovery of the home textile industry, but also given the confidence of the companies. Three companies have indicated that they will continue to vigorously develop e-commerce business in 2014.

In order to avoid conflicts of interest on line and line, three companies adopt brand segmentation measures. Roley home textile main line brand LOVO, Tian Lin said, the company will not put the offline brand in the electricity business, continue to "two legs" mode of development.

Hu Zhenchao introduced. Fuanna Online channels are currently used to develop new products. However, Meng Jie home textile also said it was developing a scheme of merging online and offline, but there will be no big change in the short term.

Due to the standardization of products in the home textile industry, an analyst said that compared with clothing, it is more suitable for the electricity supplier mode, and through the adjustment in 2013, the home textile industry overall inventory status is better, and it is expected to achieve recovery growth in 2014.

Although the electricity supplier sales are gratifying, the downturn of the offline terminals is an indisputable fact. It is understood that Luo Lai home textile online made a lot of adjustments, Tian Lin said, the company used to be mainly in high-end shopping malls, is currently doing regional adjustment, will expand the sales area with the development of urbanization.

Fuanna is also looking at the adjustment of offline stores. Hu Zhenchao revealed that in 2014, fuanna will enhance its offline experience and single store profitability by setting up big stores.