In 2020, when the live broadcast business broke out, we did not want to miss Luo Yonghao, and a large number of fabric suppliers. The online live broadcast, which is stark contrast to the cool situation, seems to be full of possibilities. Many fabric enterprises are responsible for changing short videos and live App, becoming the anchors of goods, and want to spend the winter in the industry in this way. However, what is the actual effect of the fabric companies carrying live goods?
Enterprises seek online breakout
In the face of the outbreak of the epidemic, most fabric businesses have not done nothing. Using online live broadcast, intelligent exhibition hall, online consultation and other online means to get customers' eyes can be described as multifarious. Ai Hua Du yes General manager, Chinese textiles Co., Ltd. At the same time, she is also a selling fabric anchor. In order to achieve the desired effect of live broadcast, she will prepare carefully before each broadcast. In particular, a hat will be added to improve recognition, and it will become her label after a long time. Netizens kindly call her "hat sister". "I have been engaged in the fabric industry for more than 20 years. Whether it is the process or the product itself, it is considered my profession, so the live broadcast is not difficult for me. Especially now that people are not able to visit each other due to the epidemic situation, live broadcasting has become a good way to introduce their products. I think we must keep up with the new model at this stage. Live broadcasting is a channel that allows enterprises to acquire more customers at low cost. Duan Aihua said. In addition to live textiles, to help customers bring goods, Duan Aihua will also share his own entrepreneurial experience and textile fabric knowledge in live broadcast, adding live interaction. Zhejiang Sino Textile Technology Co., Ltd. In the circle, we have the title of "suede". Gucci (GUCCI), Burberry, H&M, Zara, film international, Gloria, Taiping bird And so on. With its high quality fabric products, China textile has also become a professional supplier of Armani Giorgio Armani. It is understood that in April 22nd, the company broadcast live on the Internet to release new products, there will be new clothing, model shows and other activities. How to make live coverage more interesting? This is what we have been thinking about. The Wu Rongguo, chairman of the company "Although we sell fabrics, we will directly display raw materials and ready-made clothes during the live broadcast. We have hired full-time clothing designers from Hongkong and Italy of China to customize the garments that reflect their style, so that fabrics can be displayed more intuitively. " Shaoxing Hongda Textile Main cotton, polyester cotton, satin, denim, printed denim, washed jeans. Over the years, it has been committed to market development and has established long-term cooperation with many companies at home and abroad. Wu Zhengjun, head of the enterprise It is believed that the epidemic season is the peak season of online business, and live broadcasting is a new trend at this stage. "Textile people should keep up with the new era. Recently, China Textile City has hosted the cloud exhibition, and I have always been concerned about the real-time development of the cloud exhibition. The cloud exhibition at Wu Zhengjun's mouth is precisely 2020 "Silk Road Keqiao is full of the world" China Textile City cloud exhibition. During the launch of the exhibition in from April 8th to 15th, a total of 169 Chinese textile city quality merchants gathered on the line, exhibited 3193 exhibits, opened 136 live businesses, and 92 live broadcast shops. The total number of visitors to the cloud show was 44586, the total traffic volume was 115160, the online intent order was 330 times, and the transaction volume was nearly 20 million yuan.
Live broadcast is hard to get instant results.
Today, as the "live economy" is hot, fabric companies have increased the layout of online channels, trying to achieve the transfer of sales from offline to online. However, the booming live broadcasting industry seems to be wrong with some industry insiders. "Under the background of the epidemic situation, live broadcasting is playing an important role in this process as a clear dividend policy, a tilt of the platform policy and a better effect. It can be said that there is no two in the limelight. But conversion is the essence of live broadcast. For fabric enterprises, this figure is obviously not ideal. An insider who asked not to be named told the China textile daily that live broadcast is a way out for most enterprises. "Fabric buying and selling is a block transaction. It requires experience, large payment and a lot of formalities. The closed loop transaction can not be fully realized online, at least for the time being. Based on the pan entertainment live mode of grafting fabric business live broadcast, is only the change of live content, is the traditional way of electric business, and did not make targeted changes in the marketing mode of enterprises. Selling cloth on the spot is only a helpless measure for the fabric enterprises under the epidemic situation, and it is not a permanent solution. The industry analysis. "We only regard live broadcast as a means of brand promotion, as an auxiliary way." The head of a fabric company also revealed to reporters that the number of fans in the live account itself was limited. Although many live broadcast has been launched since February, there has been no online channel to harvest customer orders. Another head of fabric business sales also said that using the shop exhibition hall as a live broadcast scene, it was not expected that there would be a good cargo carrying capacity in the early days.
Online and offline need to work together
There seems to be no such thing as Li Jiaqi, the super fabric producer. The live selling cloth seems to be more expedient in the special period. Through the investigation and analysis by the China textile daily reporter, most of the fabric enterprises and other epidemic cases in the past will still restore their original mode. Meanwhile, the responsible persons generally believe that selling cloth online is not the best choice, but it is a good try. The exposure of enterprises, the expansion of sales leads and the increase of user stickiness are undoubtedly a valuable harvest. There is a great difference between the transaction of fabric products and the relative perceptual purchasing mode of terminal consumer goods, and most of the purchases are rational purchasing behavior. It is obviously not realistic for fabric companies to regard live broadcast as the only straw. If the enterprise wants to grow and expand, it will depend on persistence and accumulation day after day. Industry experts pointed out that after the end of the epidemic, fabric enterprises can use the direct broadcast mode to assist offline sales, and more importantly, through the combination of online marketing and big data, we can more accurately understand the concerns of various regions and even buyers in terms of fabrics, so as to better formulate strategic plans. The experts also said that it is foreseeable that the future live broadcast will become a way for fabric enterprises to acquire new customers. The combination of live broadcasting platform and business circle will also be more in-depth, providing a brand new channel for the fabric industry in the efficient access to customers and the limitation of time and space.
