Electricity Supplier "Dominate" Home Textile Transformation Period

In 2013, e-commerce quickly invaded the home textile industry. According to the data provided by China Household Textile Industry Association, sales of home textile products in the network channel in 2013 1~10 sales amounted to 53 billion yuan. At this rate, it is estimated that online sales of home textile products will exceed 60 billion yuan in 2014.

Meng Jie home textile said in its annual report that one of the main reasons for the company's operating income is better than expected is the rapid growth of online shopping business. While fuanna's business revenue growth is slow, the growth is mainly due to the improvement of sales performance of e-commerce channels.

Public information shows that in 2013, the entity channel under the fuanna line realized business income of 1 billion 526 million yuan, down 1.78% compared to the same period last year, while the new channel (mainly refers to the electricity supplier) revenue was 340 million yuan, an increase of 51.36% over the same period last year. Roley's home textile business sales exceeded 300 million, an increase of more than 50% over the same period last year, accounting for nearly 10% of last year's revenue. Among them, the brand LOVO of power suppliers sold over 200 million yuan last year.

On the day of Taobao's "double 11", Home textile Tmall flagship store has a daily sales of 155 million yuan, and fuanna online sales of 116 million yuan.

The rapid development of online business has also brought new problems. In order to balance the phenomenon of franchisee's "contending for food" on line and line, Roley home textile has allocated the sales volume to the offline franchisee through the address generated by the online order. And fuanna is in progress. Direct channel And part of the key franchisee pilot "O2O" mode, consumers online order, you can go to the nearest physical stores pick up goods; you can also experience after the physical shop, and then purchase orders from the Internet.

This kind of "online order," store The mode of "turning into a warehouse" has opened up two channels under the online and offline channels. However, despite the great pressure on the development of traditional offline channels, the interoperability between online and offline companies has put forward higher requirements for the management of information systems.

According to the spring industry survey report of the China Federation of textile industry in 2014, in the survey of the application of e-commerce in four categories of textile and garment enterprises such as home textiles, clothing, fabrics and sweaters in Jiangsu and Zhejiang industrial clusters, it is found that some brands have begun to "O2O" layout. However, due to the lack of planning for the development of regional e-commerce, the construction of public services such as warehousing and logistics is lagging behind. The third party e-commerce platform can be selected in a narrow scope and lack of specialized talents. The high cost of Internet marketing and promotion has become the biggest problem that puzzles the application of clothing enterprises.

Increasing the competition in the "O2O" field and the development of mobile Internet, focusing on the development of online channels and the management system, have become an urgent task for the listed companies of home textile industry.