How To Seize The B2B Business Bonus Period For Home Textile Enterprises

　　 Department Store Physical stores such as shopping centers and supermarkets have been the main channel for the sale of home textile products for many years. But with the change of sales format and the increasing cost of sales, the sales growth of home textile products in traditional channels has obviously slowed down. The rapid development of e-commerce has brought a new outlet for the sale of home textile products, and its online sales momentum has soared. From the recent sessions, it is obvious that the home textile industry and home textile exhibitions are facing the problem of channel Reengineering under the new situation. Reporters interviewed several home textile enterprises exhibitors at the exhibition. They believed that the development of online sales is the general trend, but online channels can not replace traditional channels. Online and offline integration is the fundamental way out. In 2013's "double 11" sales list, Roley home textiles and fuanna home textiles both entered the top ten, becoming the big winner in the e-commerce promotion war.

Among them, Home textile In November 11th, sales reached 155 million yuan a day, ranking first in home textile industry, compared with 2012, sales increased by 50% year-on-year. Fuanna's net sales also reached 116 million yuan, an increase of 70% over the same period last year. Meng Jie home textile "double 11" also harvested sales of 50 million yuan that day, up nearly 40% over the same period last year. However, the sale of home textile products under the main channel has been growing feeble. It is reported that the sales of physical stores in the line of Luo Lai home textile line in 2013 have declined, with a drop of two digits. Due to the fact that nearly 90% of the sales of Lai home textiles still come from offline entities, the overall sales of the company in 2013 were poor. In this session, Luo Lai home textile also did not participate in the exhibition. For the offline recession, some home textile enterprises said that it was caused by the slowdown in macro-economic growth and insufficient domestic demand. For home textile enterprises, on the one hand, we should carry out the transformation of offline channels according to the market situation. At the same time, we should also think about how to do online, how to introduce the concept of the whole channel, and realize the integration of online and offline businesses.

　　 at present Offline channels are still the main source of profits for home textile enterprises. In fact, brand online sales are not profitable at all. Only when such large activities such as "double 11" bring huge sales can profits be realized. For example, Roley's home textile, online sales brand is LOVO, and its offline store sales entity is not the same brand. Comparatively speaking, the LOVO grade is lower and the price is lower. Similarly, fuanna has developed an independent brand "Sheng Hua" for online promotion, while online sales are basically driven by price, and Internet sales demand low prices. Increasing the proportion of online sales is a trend in the future, but the cost of online sales is not low, and the cost of advertising promotion is getting higher and higher. If there is not enough sales support, it is hard to make profits.

According to a statistics, the average cost of drainage on the Internet has reached 80 yuan / person, at least 10 times than originally. It is understood that only 20% of home textile enterprises can achieve online sales profit. At the press conference, the reporter learned that the volume of transactions reached by the home textile enterprises in their flagship stores was not large. The main deal came from the electronic business platform such as Tmall or Taobao. On these electronic business platforms, even if the cost of drainage was paid too high, it was only for the end of the business platform to do the wedding dress. "The passenger flow that you bring is not yours, but Taobao and Tmall." A exhibitor said that at the same time, the inventory risk of participating in the large-scale promotion of e-commerce platform can not be ignored.

In addition, in addition to the challenges and pressures brought by online sales, the reality of the shop under the home textile line is that the rental price, labor costs, raw material costs are getting higher and higher, and profits are getting lower and lower. Many home textile enterprises have to slow down the pace of opening stores or even close stores. Whether O2O and B2B are feasible? Exhibitors say they are studying and watching. Because although the development of traditional offline channels is facing greater pressure, the integration of online and offline businesses requires a lot of information system management and many other aspects. It requires great efforts to learn and adjust. For example, Xia Yanqun, the business manager of Shandong bamboo brocade Home Textile Technology Co., Ltd., at the Chinese acupuncture conference, really listened to the forum held by Alibaba (China) Network Technology Co., Ltd., "new opportunities. How to seize the B2B business bonus period"? Www.8637.com, a brand SuperAgent from Ningbo, Zhejiang, also launched the mobile APP software management service at the exhibition. "We are always inviting business and attracting investment every day. Our goal is to replace dealers." This makes Jiangsu Wujiang several production of silk quilt business owners are excited and disturbed. After all, offline and online are two complementary channels, and no one can replace them. It is the best way to make the two channels complementary development and win-win cooperation by reasonably positioning, planning and dividing products under the line and launching different products, styles and pricing strategies for two channels.

For exhibitors, the annual acupuncture is an important stage for brands to show their products and show their strength and brand charisma. For the Chinese Acupuncture Association, the more than 90 exhibition will not only be recognized and supported by the industry, but also an important manifestation of the commercial value of the exhibition. When the exhibition is launched, there will be a large number of professionals from all over the world gathered here, looking for, savoring and exchanging all the most fresh, cutting-edge and fashionable elements and the international mainstream charm. The textile culture is here to collide with various sparks, or soft coordination, or bright and beautiful.

For a long time, the Chinese needle shops are popular weathervane and guiding signs for home textiles. Every year, exhibitors and exhibitors are able to learn about the latest fashion trends and information from the exhibition. At the current meeting, the organizers put together the original two exhibition halls, which can not only facilitate audience participation, but also better highlight the theme of the overall image of the site, and convey the trend of the future trend of the home textile industry more accurately, comprehensively and comprehensively, so that people can feel the trend of the trend more intuitively and make the transmission of information more intuitive and concise, giving full play to the exhibition. The platform effect of communication. At the same time, it also saves time for buyers and agents to shuttle in the exhibition hall, so as to improve the efficiency of exhibitors so that they can meet their favorite brands in the shortest possible time.