Multiple Pressures Coexist, Knitting Enterprises Expand The Layout Of The Online Market To Prepare For "Protracted War".

The rapid spread of the new crown pneumonia epidemic abroad has brought severe challenges to China's knitting export enterprises. Faced with the sharp decline of overseas demand and the reduction of export orders, many knitting export enterprises are under pressure. However, The knitting industry did not stop because of the heavy difficulties after resuming work, and many enterprises went upstream to further expand the layout of the online market.

Multiple market risk overlay

Enterprises should fight a protracted war.

"At present, the epidemic situation of new crown pneumonia in Europe and America is very serious. It is hard to say when to see the top. Knitting foreign trade enterprises should prepare well for the next 3~6 months without order." The industry generally reflected that With the development of overseas epidemic, some foreign trade businesses have been affected to varying degrees. The problems such as the delay or cancellation of orders, the obstruction of import and export logistics, and the rising pressure on business inventories and funds have begun to appear.

According to the statistics of China's General Administration of customs, In the first two months of this year, China's exports decreased by 17.2% compared to the same period last year, and imports dropped 4% compared with the same period last year. The data show that Affected by the new crown pneumonia epidemic, China's exports shrank sharply in the first two months of this year, while imports also declined.

At the same time, international brands relying on China's supply chain are still at war. ? At present, Zara, H&M, UNIQLO, Nike, Adidas and other Chinese brands closely cooperate with the Chinese manufacturers have closed stores in Europe and the United States. Among them, Zara has closed 3785 stores in the world and its Spanish stores have been closed. H&M has closed all stores in Italy, Poland, Czech, Bulgaria, Australia, Luxemburg, Bosnia and Herzegovina, Slovenia and Kazakhstan, as well as some stores in Greece; the fast selling group of UNIQLO parent has temporarily closed all its 50 stores in the United States.

"In March and April each year, this is the peak month for foreign trade factories. Now the cancellation of orders, plus the stop of the global industrial chain caused by the epidemic, is the obvious impact on the knitting industry." A knitted fabric manufacturer told reporters that the company mainly provided knitted fabrics to the famous brand clothing manufacturers such as sportswear, casual wear, pajamas and underwear in Europe and the United States, but affected by the epidemic, the company's revenue is expected to return to normal level in the second half of the year.

Faced with the sharp reduction of new orders, how can the knitting foundry enterprises grasp the chips and keep their "life and death defense line"? Many executives said they were preparing for a protracted war with the epidemic. "In the short term, exports may be more difficult in the next 3~6 months." A knitting foundry company official said. But in the long run, he is not worried. "I still have confidence in fighting the epidemic."

Another head of knitting enterprises in the overseas market also believes that the overseas market will start to pick up in the second half of the year, and the urgent problem now is how to find new opportunities at home.

It is not only the pressure of export enterprises, but also the impact of the epidemic on the domestic market. According to the National Bureau of statistics, From January to February, the total retail sales of domestic consumer goods decreased by 20.5% compared with the same period last year, of which clothing, shoes and hats and knitted textile products dropped by 30.9% compared to the same period last year. Although the online retail sales of physical commodities increased by 3%, the contribution growth rate was the consumption and consumption of commodities, while that of wearing goods decreased by 18.1%.

A factory owner responsible for providing ODM services to the first-line children's clothing brands in China said that the OEM brand had informed the factory that all orders without production had been suspended, and that the order shipped in February would not be cleared until April. "A lot of suppliers have been taking the lead in making friends in the circle of friends to sell the foundry products at the cost less than the cost. Even vice president of our children's wear brand has started to live." The factory leader said.

According to the insiders, during the epidemic period, some domestic and export oriented small and medium-sized manufacturing enterprises are facing great pressure and may be difficult to maintain. But in the huge "made camp" made in China, some enterprises quickly relied on the control of supply chain to resolve risks.

OEM for many famous brands such as Nike and Adidas. Shenzhou International It is the largest knitted garment manufacturer in China. Since the outbreak of the disease, with the ability to control the "hard core" of the whole supply chain from yarn, fabric and accessories to Shenzhou International orderly resumption of production, the capacity has been fully recovered. At Shenzhou International Park in Ningbo, the factory has 800 thousand Nissan garments. ? Ma Jianrong, chairman of the company There is no problem with order delivery, and orders have not been reduced.

Insiders say that China is not only a big manufacturing country, but also the largest consumer of many commodities. The demand of the market will generate more vitality. For example, H &M's business in China has gradually begun to recover, and 500 of the 516 branches have resumed operations, and now focus on adjusting the purchasing channel and inventory level.

Grasp online marketing opportunities

Market layout "cloud expansion"

When the traditional offline sales mode is blocked, the online warfare is replaced. Under the epidemic, major international brands have begun to shift their marketing emphasis to online, such as Nike, Adidas, UNIQLO, H&M And so on have tried the water through the WeChat small program transformation line, and in the small program exclusive or synchronized official website new products for consumers to buy, to help brands avoid the possible impact of the epidemic.

Affected by the epidemic, logistics, users and other predicament make many enterprises helpless at a time, but at the same time, many enterprises stand out in this war epidemic. Online marketing will undoubtedly become an important step in the future business layout of enterprises. In the early days of the outbreak, Semir clothing's children's wear brand. Barbara We began to break through the communication channels between brands and consumers, and quickly linked brands and users with innovative live + short video.

Barbara has received 67 thousand people's attention in a live line store in Beijing, bringing the volume of orders to a new high. ? Barbara joined sales system director Zheng Yun The next step is to open the online autumn and winter ordering conference and win the autumn and winter market at the same time of epidemic prevention.

According to data from the China Securities Institute, During the epidemic, the number of people watching live on Taobao increased by 43.13%, and the average number of people watching the scene increased by 30.05%. It is also known that during the Spring Festival, users of the shaking platform break through 150 million, and the average time of each person to brush short videos is more than 100 minutes per day. Online entertainment and consumption have become the normal life of many people.

From these figures, we can see that the epidemic is quietly changing people's consumption habits, and speeding up the integration of the whole industry. Right now, The major enterprises need to keep up with the trend of online consumption, strengthen online marketing and drainage, use live broadcast, small programs, enterprise app, short video, social marketing, electronic business platform, and so on, to seize the consumer groups and expand sales channels.

After the lunar new year, it premiered for 3 hours. , Zhu Feifei, the 90s anchor of Zhejiang Pu Yuan sweater living hall, Jiaxing It created more than 600 orders, and fans increased 2000 people. Zhu Feifei told reporters that the offline "on-line" Internet "track" also needs factory, supply and logistics support, which affect the "record" of online marketing.

Under the impact of the epidemic, we have the opportunity to open up the "home economy" and create a "soft underwear" retail giant. Red bean home clothes After the online social networking business, the sales volume exceeded 10 million yuan in the 2 week. Sales volume of the "3 8 bra Festival" activity amounted to more than 4000 yuan, and the fans grew by 235 thousand. It successfully reversed the loss of revenue under the line and set up a marketing template for the industry.

"Enterprises will increasingly focus on the integration of vision and offline sales channels, especially those with only offline businesses." ? Shenzhen purity Garments Co., Ltd. CEO Zhou Baoji It is believed that online and offline integrated marketing will be accepted and applied by more and more people. Those who can expand sales channels, quickly create new products, provide consumers with the most needed products based on different scenarios, and who will be able to reduce the losses caused by the epidemic as quickly as possible.

In order to curb the spread of the new crown pneumonia epidemic, countries around the world have taken urgent control measures to close all the public places that are not necessary for people's livelihood, and many of the upcoming exhibitions have been postponed. In order to provide high quality spiritual food for knitting upstream and downstream enterprises suffering from the epidemic situation, CKIW Shenzhen International Knitwear Fair It also accelerated the process of digital innovation. Beginning in February 10th, the CKIW Shenzhen International Knitwear fair, through the online exhibition cloud platform "needle cloud", is open for enterprises free of charge, so that enterprises can find the content of the whole industry chain through the platform, such as brand, accessories, equipment and industry services.

In addition, with the gradual stabilization of domestic epidemic situation, the Organizing Committee of CKIW Shenzhen International Knitwear Fair has comprehensively assessed the development trend of the epidemic situation, and after careful and meticulous exhibitors and audience investigation, the exhibition has been put on the agenda recently. ? The new exhibition is scheduled for May 28th to 30 days. At the exhibition hall 17 and 20 of Shenzhen International Convention and Exhibition Center, the total area of exhibition is extended to 70 thousand square meters.

"The epidemic just pressed the pause button, and all the demand is still there. The exchange demand shown by knitting enterprises in the first half of the year is bound to rebound quickly after the outbreak. From the current market information and industry demand in the first quarter, we are very confident that the future will give you a wonderful industry event. ? CKIW organizing committee responsible person Express.

In the eyes of the industry, Whether active or passive, when online becomes the only security channel, online marketing will undoubtedly rush to the "home market" of the entire marketing system from the edge of auxiliary sales, and will guide the knitting industry to re-examine its value and direction.