Under The Sky Of The Epidemic, How To Save Small And Medium-Sized Textile Enterprises By Direct Seeding

How many years later, when the global attack of the new coronavirus is going on, it will recall the remote day of a virtual virus named "eternal blue" that destroyed many computers. At that time, the market value of bitcoin jumped from three digits to five digits. The epidemic is like a double-edged sword, which is attacking the "sunset industry" which is at stake but never going to sunset. In the textile circle of friends, there is no exception without a pessimistic attitude towards the current epidemic. On the other hand, the epidemic is like a catalyst, forcing the idea into practice. Over the past two years, the online live marketing mode has rapidly covered the whole country with the prairie fire, and the epidemic has accelerated the process.

In the post epidemic era, with Bosideng, Lining, Anta, Taiping bird and other apparel operators as an example, with the influence and scale advantage of domestic leading brands, by controlling the flexible supply chain, there is a certain degree of "contrarian growth" in the implementation of the epidemic under the epidemic situation (compared to the peer industry, the impact of the epidemic is inevitable). The supply chain of small and medium-sized textile enterprises itself is unstable. Although the production scope is small to medium, the investment is relatively low and the construction period is short, but as long as time passes and the schedule is over, the backlog of clothing and textile fabrics can not be sold out, and there is no market price. This is almost the heart of every businessman.

Under such circumstances, how to find effective solutions, most industries agree that under the current epidemic situation, the textile industry should transform from foreign trade mode to domestic trade, from the traditional offline economy mode to online innovation mode, and decentralization and decentralization, and direct marketing on line will be more direct and effective than the bitcoin.

After all, in the traditional mode of consumption, the purchasing behavior of consumers to the physical market or stores is random, and the supply side is basically passive waiting for customers to come to the door. The epidemic has changed the inertia of many people's work and life, and the consumer's outgoing rate has also been greatly reduced, thus placing the hope of shopping on the line. The online live marketing mode has effectively broken the restrictions of the traditional professional market retail area. Operators can analyze consumers' purchase intention with the help of big data, and then complete the selection process through net red, anchor and the buyers behind. They use the online channel to give vivid display and experience sharing to the product experience, so that consumers can understand the products more directly. In this process, it has increased knowledge to the already purchased users, is recreational entertainment for potential users, and satisfies the novelty seeking psychology; for the supply side, it is a form of active attack, which can quickly match consumer demand and achieve direct realization.

Hangzhou Sijiqing stalls help themselves through live broadcast

According to the reports of the world's online traders, Lin Yu Sheng is a businessman who runs Korean goods in the clothing market of Sijiqing, Hangzhou. Han Guodong gate clothing market is one of his main sales channels, but the east gate clothing market has suspended all logistics since February 26th because of the epidemic situation. Lin Yu Sheng has no business to do. But he didn't give up, he was full of ideas about how to sell.

Eventually he hired a female anchor and tried to open the live shot, 1, 30, 55150450... There are more and more netizens in the upper left corner of the screen, and eventually sold 5 hours of live broadcast of the sale records of more than 3700 autumn and winter clothes, which are sold out of stock. We need to know that the sale of 200 items in the off-season is the pinnacle. It is unthinkable under the epidemic situation.

The next week, Lin Yu Sheng said he wanted to continue the live broadcast. Although data show that Sijiqing's transaction volume is about 180 billion a year, the proportion of online live coverage is less than 5%. But in the near future, the stalls in Sijiqing may also be able to get out of the next one, Li Jiaqi.

Changshu clothing city to seize the direct air outlet, advance "immunization" epidemic situation

Relying on the characteristic industrial town, Changshu garment city has gathered 35 professional markets in 3.71 square kilometers. After more than thirty years of rapid development, the clothing city has become a national well-known and influential international textile and clothing distribution center.

In the long two months of the Spring Festival holiday and the outbreak of the new crown pneumonia, the traditional channel dominated clothing market had to face the crisis of retail trade. But it was the second growth opportunity for Changshu clothing city merchants. As early as 2017, Changshu clothing city merchants had begun to live on the spontaneous waterline, and had a good response in the market, in just over two years. In Changshu, the online live broadcast of the clothing city has been attempted by the market traders to become a new stage of market guidance, platform cooperation and win-win development. It is worth mentioning that in August 7th of last year, Jiangsu Suzhou mobile joint Changshu Garment City Group Co., Ltd. successfully completed the first 5G live broadcast in the first textile market in Changshu. Online live broadcast has become a new outlet for the market transformation and development of Changshu garment city.

At present, Changshu clothing city relies on three main modes, such as Taobao live direct, 1688 live broadcast, continuous force, fast hand shaking, short video drainage, etc., and has launched a series of new projects, creating four live broadcasting bases such as NSS, Wan Shun, Tun, and new trend. It has nurturing and introducing nearly 70 direct broadcast clothing and supply chain platforms, and incubates more than 3180 Taobao, jitter, fast hand, watermelon and other platforms. Jump host, 1688 live platform contract suppliers more than 600; in 2019, the industry belt Taobao live broadcast sales volume of more than 3 billion yuan. Online live broadcasting has become a new highlight and new way of innovation and development of Changshu clothing city.

Keqiao Textile City "cloud publishing + cloud Exhibition" double sword combination, cloud broke.

China Light Textile City resumed market in February 18th. It has been more than a month ago. Although more than 80% of the operators have opened their doors, an industry survey report shows that 78.4% of textile enterprises indicate that orders are decreasing, 64.8% of enterprises reflect the cancellation of existing orders, and the owners of foreign trade indicated that the focus of the overseas epidemic is domestic.

In order to crush the barrier of epidemic situation and solve the urgent business of textile city enterprises, in March 20th, it was sponsored by China Textile City Construction Management Committee, Keqiao District Commerce Bureau and China Light Textile City Group. The first 2020 global textile cloud exhibition was launched by the global textile network and online Textile City. It covers women's fabrics, men's fabrics, baby fabrics, printed fabrics, industrial fabrics and homes. There are more than 120 enterprises participating in the six online exhibitions, including home furnishings and decorations. Among them, there are 69 live broadcast companies. Prior to this, the world textile network and the online Textile City were the first to host the live broadcast of the "cloud release", which was unveiled by Chung Mao textile, which cut off more than 2.5 orders within a short period of time and watched the traffic rise to five digits. Before the opening ten minutes, all the sales and customer service phones of Chung Mao home textile were jammed.

It is worth mentioning that most of the market and enterprises rely on the third party platforms such as Taobao, jitter, fast hand, watermelon and so on. The China Light Textile City Group has completed its own initiative with the advantages of its own resources, and has tailored many online solutions for textile enterprises to different needs.

Summary

The epidemic is unmerciless, and Hangzhou Sijiqing, Changshu clothing city, Keqiao Textile City, Guangzhou thirteen business circle, and even traditional enterprises like Zhuji traditional hosiery enterprises are trying to fight to the full line, and the epidemic has pushed the online live marketing mode to a draught which everyone is competing to emulate. However, there are some deficiencies in the live marketing mode. For example, tactility has not broken the cross regional limitation with the live broadcast. What textile people may need is to test the fabric touch for the first time. The visual elements such as printing and embroidery are not indicators of fabric quality, which has brought the traditional marketing mode back to the first stage. Lipstick Li Jiaqi is a handful in the world of fame, but there are times to turn over, and the online live marketing of textiles is more C2C oriented, and more professional. But with the development and progress of the times, live broadcast is imperative.