Leveraging 4S Concept, Traditional Silk Enterprises Explore O2O

As a one-stop home textile service complex integrating shopping, leisure, entertainment and after-sale, the "home textile 4S shop" is transformed from the Hua Yuan silk garment factory to undertake the silk terminal process of the Silk Road group terminal brand. Home textile factory Now, besides the manufacturing function, it adds a brand offline experience function.

Du Yalan, the sales manager of the store, told reporters that the 4S store, which covers a total area of 800~1000 square meters, can help customers customize all the silk fabrics in the shop in addition to the display area. Consumers can also enjoy coffee in waiting time. In addition, the two floor of the shop is the weaving workshop, where consumers can feel the weaving process.

That's exactly what it is. Ling Lan Fang There are two ways out for the silk industry. Brand internationalization Go into Paris, New York; two, the market needs to be imported into the homes of the people.

The above home textiles 4S shop is the transformation of the Internet thinking, the market will be domestic demand landing.

"To create the home textile 4S shop, we use the Internet thinking, gradually breaking the consumer's recognition of the silk's" lofty "concept and letting silk enter ordinary people's homes. Ling Lanfang said that silk should also take the mass line while taking the luxury route. This requires enterprises to break the original supply and marketing mode and directly face consumers. "One-stop service of home textile 4S shop, using the fragmented time of consumers, enables them to get a new shopping enjoyment. Producers can listen to consumers' voices for the first time to meet the needs of consumers.

Facts have proved that the Silk Road Group's transformation ideas are correct. Du Yalan told reporters that at the beginning of 2014, silk road group opened the Tmall shop of Huan Sha silk home textile and went online from the line. At the end of last year, the home textile 4S shop opened, and the sales volume in these months has reached five times the average sales volume of the group outside the shop. "O2O brings not only the promotion of sales volume, but also the branding popularity."

Transformation is undoubtedly painful.

Sitting in front of reporters, Ling Lanfang dressed in a suit and made a clear logic, so that no one could see that he had passed through his ears, but the occasional pause in the conversation still showed a slight weakness. This fatigue is not only due to the fatigue of many days of business travel, but also to the difficulty in the difficult period of enterprise transformation: before the 4S shop, the old silk enterprise had lost many times in the brand war.

Because of the high-end positioning of silk products, Ling Lanfang has established a strategy to compete with the top international brands from the very beginning. "Our silk is supplied by Hermes silk, which supplies Prada with such high quality. Of course, we must make silk into the" French feast ". Ling Lanfang told reporters, "when they entered Hangzhou Tower, we also entered the Hangzhou Tower. In Yansha, Beijing, we also went to Beijing Yansha, but what happened? They spent a lot of money and still failed."

After that, the rise of fast fashion brands such as ZARA and H&M also put Ling Lanfang in deep thought. "The quality of their products is very general, but they are still developing very fast, and the consumers' stickiness is also very high." Ling Lanfang did not shy away from the way he had gone, and the difficulty of the silk road brand was also a common problem for silk producers throughout Huzhou and even Zhejiang.

"Silk in Zhejiang is mostly exported through foreign trade, and silk companies are more committed to the role of OEM for foreign brands. Therefore, we will be passive when the external environment changes. Ling Lanfang told reporters that in the first 15 years of this century, it can be said that nearly half of the time, the environment of the entire silk industry is very grim. The financial crisis in 2008, the European debt crisis in 2011, and the three phase superposition in 2013 were the coincidence of the 8-10 year cycle of the industry itself.

All these are obvious manifestations of major challenges in the competitiveness of China's silk products export.