Online Trading, Can The Textile Industry Activate The Stock Market Under The Epidemic?

Since the outbreak of crown pneumonia, offline sales of textile and apparel products are facing great challenges. For spinning and terminal market, how to open up new sales channels has become the top priority of activating market stock.

Online textile city visits will not drop or rise

Just last week, China's textile city was officially resumed and the market was flexible. The business hours were tentatively scheduled for 10 a.m. to 4 p.m.

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The online trading platform of the "online Textile City" has been fully reopened in February 10th, with a "network" to connect customers and Unicom to effectively cope with the impact of the epidemic on the physical market.

"8 days since the opening of the online platform business, we have received orders for about 400000 yuan, most of which are non-woven materials." Jila Liang silk new material Limited by Share Ltd chairman Ji Guomiao said. Under the epidemic, he had no risk of face-to-face transactions through online platforms such as "online Textile City".

It is understood that the online textile city is the textile industry e-commerce platform established by the Keqiao district government. Currently there are more than 90 thousand online merchants, of whom 18 thousand of the Chinese market entities are located in the textile market, with a daily average of 2 million hits. After the online platform is rebuilt, the platform will provide services for China Textile City Enterprises and global textile enterprises 24 hours.

According to preliminary statistics, the overall visit volume of the website has increased by about 25% over the same period in previous years. Han Chong, CEO, global textile network and online Textile City.

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At present, the online textile city will also carry out more online services around the "fight against epidemic situation". According to Han Chong, the platform is striving to strengthen the construction of information center. In view of the prevention and control of epidemic situation, we will promptly publish all kinds of information that the two sides are concerned about, such as logistics, exhibition, entry and exit, and production of epidemic prevention materials, so as to help businesses and customers to grasp the trade environment and implement corresponding measures in time.

In addition to regular business, the online Textile City has also innovated a new online trade mode. Feng Hualin, director of the Party Working Committee of the textile city of China and director of the construction management committee, said that the online Textile City platform will fully activate the information base covering more than 60 purchasers worldwide, and implement the docking of point to point lines, which will help the buyers and sellers to interact in depth and establish the road to the world more quickly and effectively.

Online live help clothing brand "breakthrough"

In the face of the epidemic, clothing brands have broadened their sales channels through online platforms, and implemented "self help" or "break through" in a series of ways such as online live broadcast. Taiping bird, Semir, La Natsu Bell, Eve Li and other clothing brands basically carry out live online activities every day.

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Take Ping Ping bird dress for example. They launched online live paving in the early two of the month. During the 16 months of February 11th -2, there were 16 live broadcasts in different cities including Shanghai, Beijing and Nanjing.

Taiping bird responsible person said that the current company's focus on expanding sales channels, through online live, spring sales and other means of sales.

A clothing brand anchor said: "since the rise of live online sales, the number of live broadcaster brands has increased in a long time. During the epidemic period, the number of merchandise participating in live promotion is more and the activity is greater." According to the insiders, online live sales can also reduce inventory losses to some extent.

Facing the problem of inventory backlog caused by the epidemic, the use of live broadcast to boost sales volume and return funds has indeed become one of the consensus of the clothing industry. However, webcast platforms and anchor's expensive pit fees, traffic charges and related shop costs have discouraged many garment companies. Moreover, for the vast majority of enterprises, the increase in online investment means that the cash flow of the "insufficient balance" will be diverted two times.

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In the current low consumption desire, betting whether online or live broadcast can stimulate consumption and withdraw funds, no one can give an accurate answer. Just as clothing companies are hovering at the crossroads of "do not live with goods", mogujie.com, a well aware supplier of clothing business, has launched seven preferential measures, such as "full service, double Commission, no margin, no need to be settled", aiming at helping businesses boost sales and get through the crisis as soon as possible. Street cooperation clothing brands are coming.

In February 5th, the clothing brand of Hai Lan home, fast fish and so on carried out a special live broadcast on mogujie.com. The well-known anchor baby uses the "Commission double exemption" and no sample display live mode to help brands like Hai Lan home, fast fish and other brands to solve nearly 2 million of the inventory value, and sell 60 thousand items.

Sports brands are incarnated "micro business"

In February 10th, after the companies resumed work, the offline retail business has not yet fully recovered, but Anta, Lining, XTEP, 361 degrees, PEAK and other brands from executives to grass-roots employees have incarnated "micro business" to show the ability to carry goods.

In response to the current special circumstances, Anta children have made rapid response and more online sales. In addition to Anta children Tmall official flagship store, the country's 36 micro mall has been on-line, so that parents can stay indoors 24 hours at any time can open cloud shopping. Anta children said that its target users are "85 after" and "after 90" young parents, who used to shop online. This time, according to the epidemic situation, the micro mall will go online on the latest trend of Anta children, and there are surprises and welfare. Good online shopping experience has attracted many consumers, and the overall feedback is quite good. For example, Anta children's outdoor glasses on the vibrato are very popular.

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In the face of difficulties, all sports brands sell their products online, and have launched their own online content, setting up their own brand image and retaining consumers. It is reported that at present, Anta, Lining, 361 degrees and other brands have invited the Olympic champions and star athletes who have signed the contract to record short videos of fitness teaching and make them into GIF dynamic diagrams, while XTEP, 361 degree, Jordan sports and other brands have invited their contract artists to record similar videos. Anta, Lining and XTEP cooperated with fitness KOL and fitness trainers to record a longer fitness course, and gradually added product links or online shopping mall to the brand in the content push of WeChat public numbers.

Some analysts pointed out that after the outbreak of the epidemic, diversified marketing channels such as direct seeding and social marketing of clothing industry will be heated up. The operation of offline stores and the opening of new stores will be more scientific, reasonable and prudent. The sales mode of textile and clothing specialized market is also expected to be fully transformed into new retail.

However, since the purpose of online sales is to promote brand access to consumers and enhance consumer stickiness, after the outbreak, brands and enterprises will also face the test of how to "flow" to "stay".