How Can The E-Commerce Platform Of The Silk Industry Dig Deep Into Brand Value?

At present, the Oriental elements used in Chinese silk design are not enough. What kind of Oriental elements do we need to use on the international stage to allow some international brands to recognize Oriental elements and to apply them more to the design of fabrics? Zeng Feng Fei said, "as designers, my design works must have Heritage, details, and their own spirit and story, because I think only such designs can be more moving."

Federico Boselli said that Chinese fabrics should be presented in a more modern and more international way.

On this basis, the elements of China will be further developed and applied, which will be more helpful to the development of the international market.

Of course, it is very important not to lose the spirit of Chinese elements and the spirit of Chinese design, or lose the original intention of promoting the Chinese silk industry.

Alibaba team member Tmall mall home textile brand manager Ting Xiu, explaining the opportunities and challenges of the silk brand on Tmall platform, said that most of the silk brands on the Tmall platform were operated in the form of promotional sales, and did not really bring out the value of silk's history, culture and stories.

She believes that silk itself is a product of historical and cultural origin. Once it reaches the Internet, it becomes a picture and a price. It is difficult to reflect its value. Sales promotion has finally become its sales means.

Ting Xiu said that the space for enhancing the value of silk products is enormous.

Hu Yufang, chairman of Suzhou Taihu snow silk Co., Ltd., expressed his troubles on the spot.

She said: "although Taihu's snow silk is now among the best in the Tmall category, it is plagued by low price competition and has encountered development bottlenecks.

What worries me is how to sell high priced and high quality silk products without promoting sales. "

Ting Xiu has given his own advice on this issue: on the one hand, promotions can be done, but not frequently done; on the other hand, professional e-commerce planning companies can be sought to help integrate resources.

"At present, we have begun to support some very distinctive niche brands," ting Xiu said.

And these brands are verified by their market space, fans sticky and follow-up services are very good, so the previously forgotten small market, next Tmall will focus on, because these distinctive niche brands will have a very big future space.

At the meeting, the topic of "going out" triggered the heated discussion of the guests.

You Kangzhe, general manager of Jiu Jiu silk Co., Ltd., Jiangsu, said that in recent years, faced with a large area of local silkworm farmers to destroy mulberry fields, there was no successor, and manpower costs, raw material procurement costs, logistics costs and agricultural costs remained high.

However, the high cost of logistics and the cumbersome tariff procedures make overseas cocoons less expensive than domestic cocoons.

"We built silk mill in Uzbekistan in 2012.

The advantage is that the raw materials are selected and imported into the country, and other raw materials are processed into silk quilts. As a result, the logistics cost is greatly reduced.

Although the two countries also issued policies on raw materials not allowed to export and semi manufactured products to export in 2013, there are still many advantages to build factories in Ukraine, such as low production cost, negligible energy consumption, environmental protection, no cost, low land cost, high quality of personnel, and sericulture of natural environment.

Of course, there are still some problems in language, policy understanding, foreign exchange control, etc., but summarizing our successful experience and failure lessons, we think that "going abroad" can seize opportunities, integrate resources and share dividends.

You Kangzhe said.

Watcharee, Consul General of the Consulate General of Thailand in Shanghai, said that China's silk is very famous in the world and develops rapidly in quality and product design. Therefore, Thailand hopes that high-quality Chinese silk enterprises can go to Thailand to develop. Thailand will provide a series of preferential investment policies to attract Chinese silk enterprises to invest in Thailand.

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And Thailand silk have common sense on one hand, but on the other hand they also have a great deal.

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In particular, raw materials, Thailand is a color cocoon, this cocoon cocoon layer is relatively thin, the process is basically based on traditional handicraft, in terms of efficiency, there may be room for improvement, in technological pformation, new technology, new technology and other aspects of the promotion of space is also larger.

Then what is the compensation for China's "going out" to go to Thailand to set up factories to achieve greater improvement in efficiency? "Ling Lanfang, chairman of the Zhejiang Silk Road Group, gave some doubts about the silk companies going to Taiwan to set up factories.

In response to these doubts, Watcharee said that Thailand will arrange business docking according to the requirements of raw materials and supporting enterprises.

There are handmade silks in Thailand, but some of them need to rely on machines for silk production.

Watcharee expressed the hope that China's high quality production enterprises will export related products, including silk weaving machinery products to Thailand.

"The great challenge to silk is the invention of artificial silk. It has great threat to silk in the price of production.

For example, 1 kilograms of silk and 1 kilograms of rayon, their material and texture is similar, but the production of 1 kilograms of silk is 71 euros, and artificial silk is only 15 euros.

In this way, where is the future of silk fabrics? "Federico Boselli, Federrico Boselli of Italy's family business, said:" if you want to be unique, you will have a need to find you. "

He said that he is developing a new fabric, which can be achieved by using this special fabric, even if it is unsatisfactory in terms of price, but can achieve greater market through better usability.