Textile Industry Survival Record: Chairman To Do Micro Business More Than 10 Thousand Staff Transformation Dry Marketing

In March 11th, YOUNGOR stakeholders told the Economic Observer newspaper: "you can go to see my circle of friends and sell lots of clothes."

In the eyes of this company, "the traditional offline sales" is the main reason for this company, because of the impact of the epidemic, we have to seek a breakthrough in marketing which can adapt to the current market development.

A few days ago, YOUNGOR chairman Li Rucheng also sent a similar circle of friends. Li Rucheng, who is nearly 70 years old, released four pictures of his product and sunflower code.

A change in the number of employees who cover more than 10 thousand non marketing posts in YOUNGOR enterprises has been transformed into sales personnel.

Not only YOUNGOR, but also the carnation textile group of Jiangsu province (hereinafter referred to as Carnation) is also working on the whole staff marketing.

For enterprises, "only when marketing is done, can we slow down."

One mind to do sales

Li Rucheng understood in his heart: "the impact of this epidemic on enterprises is unprecedented."

What to do? Let all the staff start selling!

Employees inside YOUNGOR can create their own sunflower codes for product promotion in the micro mall, and the clothes purchased after the customer scan code will directly reflect the performance data of each employee. The above YOUNGOR personage said: "the company is at the top and bottom up to do sales, mainly through the realization of small business small program, through WeChat's friends circle, group and other ways to push. Now more than 20 thousand employees in the enterprise are involved in this matter, including the national salesperson. "

The above YOUNGOR stakeholders believe that for YOUNGOR, in February 13th, the first plenary marketing mobilization meeting held at the headquarters of the group headquarters completely stimulated the efforts of all staff to ease the difficulties for the enterprises, which has never been seen in YOUNGOR's 40 year history.

At this meeting, Li Rucheng sat alone in a conference room that could accommodate more than 100 people. He put forward the development idea of "accelerating the integration of online and offline", calling on all staff to learn online sales skills and join the sales force.

And during the epidemic period, the rapid start of full staff marketing is due to the layout and planning of YOUNGOR's online and offline integration.

Since 2019, YOUNGOR has collaborate with Alibaba in digital transformation, and has begun pilot micro mall operations in Shanghai and Chongqing. However, the integration of e-commerce channels and physical stores, as well as the consumption scenario and consumption time conversion problems, the progress of online and offline integration has not reached the expected.

Without the epidemic, YOUNGOR online and offline integration may not run so fast. YOUNGOR stakeholders said, "the pilot projects in Shanghai and Chongqing have played a very important role in building a new business model. After the arrival of the epidemic, we will soon be able to save ourselves online. "

Carnation is the same choice as YOUNGOR.

In March 10th, carnation related people said: "we are now around sales, so that all members can directly participate in sales, such as through WeChat to increase service capabilities."

In his view, the epidemic has greatly touched the way of carnation's transformation, for example, the whole staff is much more sensitive to customer needs and sales opportunities than in previous years. He added: "full staff marketing is no longer a simple full sales, but also means to speed up production, as well as administrative departments and other links in support of sales, and the ability to respond to market reaction."

Inventory pressure

The path to promote transformation is not just about micro businesses, but also the live webcast launched before the outbreak.

On the Tmall live broadcasting platform, more than one downstream company in the textile industry is making efforts to "perform". Many years ago, an e-commerce company was set up.

Apart from the carnation, the live broadcast team of the Korean home business group has resumed work, and the current live broadcast is ranked first among Tmall women's clothing.

All these efforts are not only a consideration of the transformation of business models, but also a means to ease the pressure on inventory at this stage.

Garment enterprises in the downstream of textile industry have pre production. YOUNGOR related people said that this means that in 2020 spring and summer clothing before the end of 2019 has been completed, once the spring and summer clothing unsalable sales do not move, it will generate a lot of inventory.

Take Han Du garment house as an example, the start-up time of its major suppliers has been delayed, resulting in a certain impact on the order production in spring. The shipment date for some new products will be delayed. The actual capacity in the first quarter is not very optimistic. At the same time, consumers' purchase intention is reduced, and the power of buying new clothes is seriously insufficient, and sales are not ideal.

Carnations, which are facing pressure from inventory, have not stopped. Carnation stakeholders said, "the orders we are making now are some export orders, such as those signed years ago, and now they are delivered. As for the domestic order, it is also set before the epidemic. No matter whether the goods are collected or not, we must do it first, after all, the product has signed the contract.

At present, the new orders of carnations are relatively small. The foregoing people predict that the order volume of the enterprise may not be restored to the same level in the first half of 2020. However, with the demand of the domestic hotel market resuming in the second half of this year, it may gradually improve and then return to the same level in previous years.

In the past 98 years, the transformation of light assets has been completed. Since the outbreak of the disease, the Taiping bird, which has increased the average daily retail sales of the brand to tens of millions by increasing online business, told the Economic Observer newspaper that the epidemic will indeed have some adverse effects on the Taiping bird's spring stock. However, due to the relatively low proportion of spring clothing, and through flexible supply chain, the company has controlled the initial quantity, and some styles can be transferred to winter clothing sales, so the overall impact is controllable. In addition, the overall rhythm of summer clothing production is basically normal, with little impact.

At present, the Pacific bird is selling the seasonal style through a certain discount sale. These people believe that this part of the sales price will slightly float downward, but it will not be substantially reduced; of course, the company will also deal with the previous year's inventory in combination with market conditions.

Economic Observer reporter learned from Taiping bird, from the children's wear line of business, its Mini Peace and PETiT AVriL Baini children's clothing, during the epidemic performance data show as follows: during the 38 promotion period, the performance of the Mini Peace line was over 10 million, the performance of Tmall online grew by 50.8% over the same period, and the children's clothing category ranked fourth.

It also benefited from the TOC flexible supply chain management mode implemented by Taiping bird in 2016. It quantified the capacity effectively through "fixed production", enabling the current capacity to respond to the market in a timely and rapid manner. Taiping bird related person said: "sales oriented TOC management mode, according to market changes, for each band to reduce or increase reserves. Under the TOC management mode, goods are not put into production at one time, but buy around 50% of the total retail sales, so as to reserve adequate response space.

Crossover and expectation

In order to better survive, enterprises can also choose cross-border development.

During the epidemic, both carnations and YOUNGOR chose to manufacture civilian masks. Carnation related people said: "we are doing textiles, this time, according to market demand, and our own needs, our production of respirator has entered the market sales, medical disposable masks will soon be put into production."

Not only for textile manufacturers, but also for garment enterprises, they need to be able to cross the border to other fields.

Han Du Yi has cast his eyes on the world.

For Han Du Yi she, not only let the enterprise survive, but also need more seize the opportunity of online business, upgrade its own big data driven operation system, and become a better intelligent company.

The Economic Observer newspaper reporter learned that as early as the end of 2019, Han Du Yi she had tried to open up the international market. Without this outbreak, the work will be carried out in March. Because of the epidemic, there will be a slight delay in time.

At present, the team building, product matching, channel construction, market promotion and sales operation of Han Du Yi house have been launched in the US market.

Continuous resumption of work and re production is bringing new expectations to enterprises. Taiping bird told the Economic Observer newspaper that at present, the Ningbo Taiping bird clothing manufacturing Co. Ltd. has resumed work in mid February, and is currently working with the government's epidemic prevention and control needs to promote production of civilian masks (non medical) production.

The latest findings of the China Textile Joint Industrial Economic Research Institute, which was provided to the Economic Observer newspaper by the relevant people of China Textile Association, in March 11th, showed that the resumption of production and production in the textile industry chain has been further improved in the past week, and the textile and garment market has been accelerated, and the efficiency of the textile industry chain upstream and downstream has been further restored.

China Textile weekly survey data show that about 90% of the chemical fiber and cotton textile enterprises have resumed production. The industry chain terminal industry is improving, and according to the key industrial cluster data collected by China Textile Corporation in March 6th, the proportion of garment and home textile industrial clusters that has 12 complete information, including Dongguan, Nantong, Changshu and Haining, has reached 59.3%. Among them, Nantong, Changshu, Yudu and other 5 weekly reports sent effective data of clothing, home textile cluster has returned to business ratio of 44.1%, compared with last week's survey results increased by 25 percentage points.

However, the order situation of the resumed enterprises is not obvious, and the utilization rate of the capacity is relatively high.

China Textile weekly report also shows that Of the 228 reemployed enterprises that had effectively filled in the order, 30.3% of the enterprises' orders had reached 80% of the normal situation, 40.3% of the enterprises' orders reached the normal level of 50%-80%, 29.4% of the enterprises' orders were less than 50% of the normal situation, which was basically the same as that of the previous week, indicating that the improvement of enterprise orders was not obvious.