Developing Multi-Channel Marketing And Self Rescue Of Jiangsu Textile And Garment Industry

Like aviation, tourism and catering, the textile and garment industry has been hit hard by the global epidemic. Many overseas enterprises are facing great pressure from overseas demand reduction, shortage of orders, inventory backlog and cash flow rush. According to data from the sky eye, new business growth in 2-3 fell by 50.9% compared with the same period last year. In order to enhance confidence and promote sales, many enterprises took the initiative to find a favorable turn in the crisis, especially in developing multi-channel marketing to help enterprises stop losses.

Affected by the epidemic, the major garment enterprises have been affected. Suqian Huai Kay clothing orders fell sharply in March. Staff members said that their sales were the two peak seasons in the spring and Autumn period. The turnover from January to March is less than 1/5. The official in charge, Mr. Gong, said: "we are designing, producing and selling the dragon. In the past, our business volume in spring was 300 to 5 million, but up to now 1 million has not yet done it. We are independent brands, and no order company can operate."

There are many garment and textile enterprises in Jiangsu. Under the situation of shortage of epidemic prevention and control materials such as medical masks and protective clothing, many garment enterprises have quickly joined in the transfer of production. Sheng Tang Garments Co., Ltd. is a foreign trade enterprise in Huaian. Since the company has the technical conditions of pressing glue, after the outbreak of the disease, the enterprise has transformed to produce medical protective clothing. At present, the enterprise has increased from the original 1 production lines to 5 production lines, from 30 workers to 100 workers. Liu Li, consultant of the company, said: "after the end of the epidemic situation, when all aspects of logistics are relatively smooth, we are prepared to take foreign trade as the main body, but if the epidemic is repeated again and again, we want the enterprises to do well in the production and storage of the anti epidemic materials at any time. Work. "

After the production of masks manufactured by Wuxi famous yuan knitwear company, due to stable product supply and excellent quality assurance, it has become the first unit in Huishan for the development of enterprises to resume masks. At present, domestic mask market supply tends to be normal. Zhao Bing, general manager, told reporters that the export related materials are now being prepared: "now the main selling direction is export, including Korea, Japan, and some other western countries."

However, affected by the global epidemic, textile exports are obviously blocked and the domestic market is needed. Live online has become an important choice. In addition, the platform policy tilt and the presentation effect are even better. Suzhou Industrial Park No. 1 flower shop launched the first day, through short video to achieve 600 thousand yuan sales, fans rose more than 30 thousand; old brand home red bean home, through the establishment of a full social networking system, achieved 2 weeks breakthrough 10 million sales.

In Zhenjiang's Amy Rui Garments Co., Ltd., the factory assistant manager Zhang Jun and the person in charge of the enterprise agreed that "live webcast must be opened". According to the introduction, Amy Rui clothing has been wired down the shop in the whole country. Now some shops have been closed, and normal business has also shortened many times. Now the enterprise has set up a live broadcast site. The anchors broadcast live to the audience on the short video platform, introducing the new design of the enterprise. After a week, they have gained a lot of single volume. Zhang Jun, a deputy, said, "I am also discussing with the person in charge of the enterprise whether I can increase the sales of some enterprises through some live broadcast, including some friends circle, WeChat group, telephone exchange with old customers and WeChat."

According to the data of many platforms, textile and apparel have become the first category of live broadcast in terms of the number of brands involved. Insiders said that the rise of the live broadcast mode once again provided a traffic bonus. Under the support of the platform policy, the brand with strong direct seeding business operation ability and strong back-end supply chain capability is expected to benefit. On the other hand, direct seeding electricity providers can also achieve many functions such as enlarging the sales capacity of high-quality shopping guides, opening up channels through multiple channels, and efficiently managing members. However, in the long run, the textile industry chain and supply chain should have the capability of global quick response and contingency. Especially, we must seize the opportunity of 5G application to further optimize the digital transformation and supply chain process of China's textile manufacturing global industrial chain.