Shandong "Director Sells Yarn", Changzhou "Secretary Takes Goods": Yarn Enterprise Water Trial Live Webcast.

Worry and move, break the birth. The textile industry faces many challenges under the outbreak of the new crown pneumonia. When the traditional offline sales mode has been impacted, many yarn enterprises are exploring new breakthroughs. They have been testing the water live, using various channels on the Internet to open the sales path and expand the product market. While textile enterprises continue to explore new marketing models, local governments also help enterprises achieve product sales docking.

Force line

Opening up a new marketing mode

The continuation of the epidemic does not prevent the development of new products in the yarn industry. Many enterprises have chosen to broadcast the new products in 2020. Shaoguan Beijiang textile Limited by Share Ltd (hereinafter referred to as "Beijiang textile") is one of them.

Beijiang textile uses Internet live broadcasting to release new products Denim fabric 。 According to the company, the new product is adhering to the concept of environmental protection development. The fiber material used contains recycled PET fiber. Compared with the original PET fiber, the new product can achieve water saving, energy saving and reduce greenhouse gas. ^CQ _Two Emissions. After special treatment, the fabric has the functions of moisture absorption, sweat perspiration, warmth retention and temperature locking, and can adapt to various environmental experiences.

It is understood that Beijiang textile is one of the key high-end jeans production enterprises in Guangdong province. Enterprises focus on the development, manufacture and sale of new denim products. The head of the enterprise said that the spread of the global epidemic had a certain impact on the enterprises, but the enterprises quickly adjusted the development strategy and quickly adapted to the order of the new economic system.

Main denim Black Mudan Textile Co., Ltd. Also actively explore online business models. In order to achieve targeted and precise communication with customers and make communication more intuitive, accurate and convenient, black peony textile officially launched the Black Peony cowboy fabric small program in April 28th, and unveiled the prelude of cloud marketing. According to introduction, Black Peony textile will extend WeChat's small program into a customer service platform. It will not only display the latest fabrics developed by the company, but also achieve online consultation and order.

The head of the Black Peony textile enterprise said that in the face of the continuing pressure and challenges brought by the new global crown disease, the Black Peony insisted on innovating in stability, establishing the brand digital entrance, completing the digital transformation, creating the remote digital online service system, promoting the product promotion with the new marketing mode, improving the customer's experience satisfaction at the same time of rapidly drawing the distance from the customers.

In the face of the current market situation, Ru Tai textile Continuous innovation breakthrough, through chain design and development, effectively integrate resources, accurately and quickly meet customer needs, achieve rapid product iteration and innovation, take customized design and development path, better meet customer and market demand.

According to the relevant person in charge of the enterprise, Lu Tai textile innovative customer service mode, specially designed to carry out customized services. From the source of product development, product development and other product development, participate in the product development process of customers. Designers and customers are transformed from the original face-to-face service to online services. With the help of small video products, e-books, and WeChat, QQ and other social media, designers can directly communicate with their customers directly, helping customers make product design and development. In knitted, functional and printing products, we take customers' product pain points as the starting point of design and development, and diversify products to create competitive strength of products.

On the development of new products, Lu Tai textile has completely separated the trend of Europe and the United States in the trend design of the two quarter of the year. The combination of fabric color and garment style innovation, both garment and fabric customers, provides product application guidance from the perspective of clothing.

Live goods

Enterprises usher in new opportunities

"Audience friends, you see, this is the quality of military industry, high quality..." In April 25th, Jihua 3542 Textile Co., Ltd. In the office building, two hosts are broadcasting live goods, attracting many netizens' attention. According to the briefing, this is the 3542 time since this year, the second sale of products by way of live broadcast. The products that were sold live on the night include 8 categories, such as segregated clothes, feather quilts, air conditioners and so on. The price has a substantial discount, and some products have set a "time limit". Affected by the epidemic, after the 3542 China resumption, sales fell by 20%~25% compared with the same period last year. In order to solve the sales problems, Jihua 3542 expanded its sales through the factory live broadcast in addition to the disposable medical isolation clothing, and the first live broadcast sales amounted to 50 thousand yuan.

Lu Chunhua, director of the electricity supplier of the China home textile company, said that through online sales, it not only made up for the loss of offline sales caused by the epidemic, but also made the customers of the whole country able to buy the products of China and promote the better channels. At present, the sales volume of their live products has been gradually improved, and they have accumulated experience and energy for the effective and long-term transformation in the future. The way of "live + traditional" is bound to collide with new sparks and bring new opportunities for the development of enterprises. Next, we will constantly improve the live broadcast plan and creativity, and stick to it. " Lu Chunhua said.

In addition to the spontaneous selling of live businesses, local governments are also actively helping companies sell online products. For example, the "live broadcast of the director's sale of yarn" before blasting the circle of textile friends.

In March 31st, a webcast called "director selling yarn" was held in the conference room of Shandong industrial and information technology department. Zhang Zhongjun, two inspector of Shandong Provincial Department of industry and information technology Appear before the webcast lens, greet the representatives of textile enterprises inside and outside the province, recommend Shandong yarn. No Li Jia Qi type of ridicule, no cool background, no tens of millions of clicks, "the director sells yarn" but sold a solid volume. According to statistics, The live broadcast was attended by 386 enterprises inside and outside the province. 60 Shandong spinning enterprises displayed products, and 8 industry buyers on line made product demand introduction. The whole process issued 52 procurement needs, and initially reached 2000 tons of yarn purchase intention.

Not only does Shandong "director sell yarn", but also Changzhou Jiangsu district Party committee secretary is broadcast live with goods. In May 4th, Song Jianwei, Secretary of Tianning District, Changzhou, Jiangsu Walk into the live room, change the anchor to bring the goods to the textile and garment enterprises in Changzhou Tianning district.

Changzhou's traditional textile and garment industry is flourishing, and Tianning district is a star in the textile industry. Intra regional Black peony, Hua Li Da, Dong o, Yi Da, Lao San, AI Bei, Qiu Tianbao They are all the leading enterprises in the clothing industry. They enjoy high popularity in the domestic and international markets, and their products are exported to more than 100 countries and regions around the world.

In the studio, Song Jianwei is the two clothing brand to participate in the live broadcast. Black Peony's "ERQ" and Esquel Of "Ten as official" Endorsement. "Quality, style and fashion, the enterprises behind them are also excellent. Black peony is the leading industry of denim fabrics and garments in China. The first export exemption company in China is the long-term partner of internationally renowned cowboy brands such as AEO, GAP, Levi s. Changzhou Yida Clothing Co., Ltd. has an annual output value of 700 million yuan, and the production of cotton woven shirts exports ranked first in the country all year round. Song Jianwei introduced.

It is understood that the day of the studio, a total of more than 20 kinds of clothing, namely the black peony ERQ season new products and overflow classic shirt, and so on, the price is also cheaper than Tmall, micro shop's daily price and the lowest price, one of the jeans shorts and even appeared on the direct broadcast of the short selling situation. According to statistics, black peony sold 4980 pieces on the day's live broadcast, amounting to 542 thousand and 800 yuan, with a total visitor volume of 83411. Yida reached 30 thousand visitors and sold 201 garments, with a sales volume of 41688 yuan.

Song Jianwei said that since this year, affected by the new crown pneumonia epidemic, all walks of life have been greatly impacted. In order to cope with the impact of the epidemic and help the vast majority of textile and garment enterprises to get out of difficulties and tide over difficulties, the Tianning district government and Tianning District Textile and clothing association are working together to find ways and ideas for enterprises to publicize the new mode of live telecast to clothing enterprises, help enterprises find new sales channels, and let the people stay indoors, move their fingers and enjoy the fun of fashion shopping.