Discussion On How To Increase The Development Of E-Commerce In Home Textile Operation

Recently, China Spin The leaders of the Federation of industry and related branches went to industrial clusters and specialized markets in Tongzhou District, Haimen, Changshu, Wuxi and other industrial clusters in Nantong, Jiangsu. clothing The application of e-commerce in the industry.

From the survey, the industry "electric shock" is an inevitable choice, especially home textile products, because of its more standardized characteristics, more suitable for the development of e-commerce, and sales growth in many third party e-commerce platform is obvious, but at present, enterprises in the electricity supplier operation still faces many problems, such as human resources, logistics and so on.

"In recent years, the domestic textile business is developing rapidly, and many enterprises in Tongzhou have realized the magnificent turn by using the electricity supplier channel." Liu Hong, deputy head of Tongzhou District, Nantong, Jiangsu, Nantong, the home textile industry cluster, has always been the leading industry, traditional industry and enriching industry in Tongzhou. The annual sales volume of home textiles in Tongzhou is about 60 billion yuan. At present, the development of Internet marketing brings new challenges to the traditional marketing mode of the home textile industry. Many enterprises have begun to accelerate their pace and shift from the traditional franchise mode to the direction of e-commerce.

"Now in Tongzhou, we have large and small four thousand enterprises engaged in e-commerce business, annual sales volume has exceeded 5 billion yuan. For example, the sales of Lan Siyu's home textile business exceeded 60 million yuan, and the sales volume of the violet home textiles and the home textile business of the textile company also exceeded 10 million yuan. In addition, the home textile industry service innovation platform we created has also become the national Ministry of industry e-commerce cluster innovation pilot project. The government has also introduced a series of incentives and support policies to help e-commerce in home textile enterprises develop in a healthy and orderly way. Liu Hong said that practice has proved that the more standardized product attributes of home textiles are more beneficial to the development of e-commerce. However, in the domestic textile business, some people have also felt deeply that the transformation and development of the industry and the transformation of the sales mode of the textile industry still have much room for improvement.

Tongzhou District industry and Commerce Bureau responsible person said: "Nantong's clothing processing ability is very strong, but missed one or two development key points, so far still remain in the processing stage, in Nantong factory can see more than half of the world famous brand. In contrast, the technical threshold of home textiles is low and suitable for e-commerce. From the relevant statistical data, the recent sales data of home textiles products are growing very fast. It can be said that at present half of the domestic market share of home textiles comes from Nantong. With the continuous expansion of the industry and the cold of the overall economic environment, the pressure on home textile enterprises has been increasing. At present, most home textile enterprises are still in chain operation. Large enterprises generally have more than 500 outlets. But in recent years, they have encountered bottlenecks. Apart from the sales volume of home textiles reached about 2000000000 yuan, other enterprises are basically three billion yuan, divided by 300 million yuan by 500 stores, and in addition to the number of days, they actually do not sell much in a single day, and then the cost of a single shop is lower. It can be said that the more difficult the stores are, the more difficult it is, though it does not mean that we should completely abandon the traditional business models.

Nowadays, many of the leading suppliers of home textiles have succeeded in testing water, such as Bo Yang home textiles and so on. With the growing maturity and growth of online shopping groups, insiders expect that the beginning of a comprehensive online shopping revolution in 2015 will usher.

At the China Textile Industry Federation's home textile E-commerce Application Forum, Xia Lingmin, vice president of the China Textile Industry Federation and chairman of the circulation branch, said: "the choice of electricity supplier by enterprises is not to be done, but must be done. Now, the business channel is driving the whole industry very large. Whether it is Taobao, Tmall or other network sales platform, the share of textiles is not small. "Double 11" online shopping products are 40% of textiles. Therefore, no matter whether the enterprises do not make electricity providers earn no money, the key is that the market is occupied by others. Therefore, from the point of view of capturing the market and occupying customers, enterprises must make electricity suppliers. But how to do it and how to do it is the key problem that puzzles enterprises now.

To this end, Xia Ling min suggested: first, online product positioning should be selected, focusing on how to form differences with the original brand, so as to achieve a better combination of online and offline channels through e-commerce channels. Second, introduce professional talents. E-commerce is a very professional field for many enterprises, which is completely different from the offline stores that have been operating for many years. Whether it is network or WeChat, micro-blog and other platforms, enterprises need to understand the home textile market economy, and understand the electricity business, network technology professionals, so the introduction or training of talents is the urgent task for enterprises to operate the electricity supplier. Third, the government bridged the bridge. The local government has the responsibility to provide appropriate help to the home textile enterprises and create a more relaxed environment. After all, the electricity supplier is still in the incubation period, and the government should also give support to resources and policies. In addition, there are a number of agencies that can serve the home textile business, which makes it easy for the brand to engage in e-commerce. This is also a necessary condition for the sustainable development of e-commerce.

Jiangsu is a major textile Province in the whole country, home textiles is one of the most important parts. In the symposium, Xie Ming, President of Jiangsu Textile Industry Association, summed up the development of local enterprises, and introduced three kinds of electric business models with different characteristics. One is to use the electricity supplier to clean up inventory, to make use of the advantages of low cost of e-commerce channels, to attract online shopping groups at low prices and to attract customers to purchase inventory, such as the dream of home textile, the second is "small and beautiful", the online products are playing a certain field, the products are very characteristic of design, there are certain exclusive consumer groups, such as attracting "post-80s", "post-90s" and so on. The third is to launch online new brands, use the influence and reputation of the existing brands, and set up a special e-commerce brand in the company, whose products are specifically aimed at online consumer groups, such as the LOVO brand of Luo Laijia spinning.

Xie Ming said, from the perspective of enterprise practice, these three modes are making money, but it is worth noting that the common characteristics of these three modes are that the online and offline businesses are not crossed, which is one of the key points of the success of the electricity supplier.

Industry is in urgent need Online retailers personnel

For the confusion of the operation of the enterprise's electric business, Xia Lingmin believes that professional matters should be made by professionals.

"Nantong home textile city is the largest home textile market in the country. Now only 10%~20% enterprises in Nantong are doing electric business. The rest of the enterprises want to do it, but they can not do it because of lack of talents and funds. In this case, we were born. " At the meeting, Cao Qing, a micro spin e-commerce company, said: "the micro textile company was established in June 2011 and formally launched in May 2012. Our website is a home textile business exhibition and logistics platform, mainly for businesses to carry out value-added services for electric providers, relying on the new management technologies such as Internet mobile commerce calling technology, multi-media video, modern logistics and so on to build the operation of home textile B2B, B2C and O2O mode.

According to the introduction, the micro textile e-commerce company is located in the home textile business logistics platform, providing logistics information technology services and e-commerce marketing solutions for home textile enterprises. At present, the micro textile business platform is mainly made up of wholesale mall, micro textile retail mall, 3D Nantong Home Textile City, home textile exhibition network and so on. Its characteristics are home textile enterprise concentration, brand wide, low price, good quality, high credibility, high service efficiency and low logistics cost.

Cao Qing said that the specifications of home textiles are uniform, convenient to use, and high consistency between pictures and objects. These attributes make it have a natural combination advantage with the electricity supplier, and "micro spinning" is carrying out online sales for enterprises without self operated e-commerce channels. "We have a professional R & D and operation team, and we have flagship stores on the online shopping platform such as Tmall mall and suning.com." micro spinning "is planning to strive for listing in 2016, and we hope that we can bring China's home textiles to foreign countries and make it global. Home textiles Take China as the main body. "