Digital Transformation Has Become The "Necessary Option". Knitting Head Enterprises Run Into "Online Time".

Recently, reporters learned from some foreign-related enterprises that many knitting enterprises are facing difficulties due to the pressure brought by the overseas epidemic, the dramatic increase in costs and the reduction of orders. Whether the traditional channels of enterprises can realize transformation and upgrading has become the key to decide the life and death of enterprises. At the same time, with the "digital transformation" sweeping across the country, the knitting industry's attitude towards digital transformation has changed from "option" to "market competition" and "future option", because digitalization is no longer a multiple-choice question, but a life and death problem.

Online new products to help solve difficulties

"If it hadn't been for this sudden outbreak, I would have never thought of making a quick transition to make ready for sale." Ni Jianzhong, the head of Jiangsu Xintai Knitting Co., Ltd., said that as the company's export business accounted for 95% of the total sales, the number of old customers was less than half of this year since February.

Jiangsu Xintai Knitting Co., Ltd. has a history of more than 30 years. It is quite famous in Changshu. Its annual sales volume is stable. During the peak period, knitted fabric products exported to Europe and the United States in the peak period exceeded US $50 million. Founded in 1993, has more than 300 employees, weaving, dyeing, printing industry chain complete, products are exported to Europe and the United States and other markets at home and abroad, for CK, GAP, DKNY and other international brands to provide products and services. However, the epidemic also made Xintai knitted deeply aware that "one leg" is more robust than "two legged" anti risk ability. At the moment, only by turning the domestic market, changing the electricity supplier, turning the idea, and developing more sales channels can we open up a new prospect for the development of enterprises.

On the basis of determining the direction of garment production, the Xintai knit tries to produce the simplest and most acceptable "modal" T-shirt on the basis of the production and R & D capabilities of high-end fabrics. Because the company has no network sales channels, it can only be sold at cost price by setting up temporary exhibition halls and rented stores. More than a month, the "big name fabric, cabbage price" modal T-shirt sold 50 thousand pieces, received the unanimous praise from consumers.

But Xintai knitwear also realizes that offline, low price is not a long way to develop brand to domestic market. Building a network sales platform and opening up the whole channel is the way out. Welcome to the domestic electricity shopping shopping outlet, combined with the influence of foreign epidemic situation, in May 18th, Xintai knitted "Zhong Ma dress" Taobao shop on-line, the company officially opened the road of electric business. Ni Jianzhong believes that although the international orders will be restored after the epidemic, the epidemic will give the enterprise the determination to transform. Now it is a good learning process and enterprises must transform and upgrade.

Like Xintai knitwear, digital transformation and upgrading have been ushered in during the epidemic period. But for the brand, the industry believes that how to drain is an urgent problem. Reporters recently learned that, affected by the global epidemic, the 127th Canton Fair will be held online from June 15, 2020 to June 24th (10 days). This is also the first online platform for the Canton Fair. To further participate in the first online Canton Fair, effectively promote the company's business development and attract more foreign businessmen's attention, the Oriental International Group's jersey plate represents the rapid reaction of Orient Li Tai Company, collecting and uploading 35 representative exhibits, including woollen knitted garments, cotton knitted garments, woven garments and small commodities. According to the relevant person in charge of Orient Li Tai Company, the company will boldly try the live broadcast function on the first online fair, hoping to make the products of all departments of the company more vivid and intuitive to the buyers at home and abroad through this new form.

Affected by the global epidemic, Guangdong, the largest textile and garment enterprise in Guangdong Province, accounts for 83% of its export business. It has suffered an unprecedented fatal blow: the total number of orders cancelled by overseas customers is more than 25 million, and the main business profits have suffered the first loss since the establishment of 32 years. The annual turnover will be reduced by more than 30%.

In the Guangdong Yida garment workshop, workers are sewing "ten" brand shirts.

In the face of difficulties, Guangdong is very active in helping itself and actively participating in the live broadcast economy. Since May, 3 live trials of live water have been organized in short video. The anchors are senior graduates from famous universities such as Tsinghua University. According to statistics, the 3 live broadcast of the promotion of independent products attracted more than 30 thousand people to watch, with a total turnover of nearly 400 thousand yuan. "We are trying to deal with the reduction of our foreign orders in this new form, and at the same time we can open up the domestic market and find new opportunities for development." Cheng Peng, general manager of Guangdong Yida knitted fabric factory, said that at present, the "ten" official "brand" of Guangdong's self research and development production has been upgraded all over the line. Next, Guangdong Yi Da will also develop a series of products in the health field, including fabrics and garments with antibacterial and disinfecting functions, and speed up the layout of healthy products.

Knitting marketing transformation is at that time.

More and more enterprises are seeking the growth point of the digital economy era through online live broadcast. Cheng Peng said frankly, the use of jitter, live broadcast and other means can accurately convey consumer information to customers, so that you can order according to their needs, so that online passenger traffic is higher than offline.

As a matter of fact, the traditional knitting enterprises are also competing for the "online time". The underwear brand red beans from Wuxi, Jiangsu, has been increasing the frequency of electric shock since February. In early April, a live broadcast of red beans at home attracted nearly 180 thousand users to watch and order more than 2400. A week later, the red bean home live performance has achieved a new breakthrough, with a 10 hour live broadcast, attracted 430 thousand people to watch online, total live sales amounted to more than 30 yuan, with a total sales volume of 4293. After the outbreak, Zhejiang Kai Shi Li Technology Co., Ltd. launched the live broadcast platform of Taobao, which is not less than 8 hours per person per day. Zhuji, Zhejiang, the rapid response of the brand management Co., Ltd., adjusted the irregular live broadcast to 12 hours per day. Zhejiang orient Knitting Co., Ltd. has set up a live broadcast team, and has opened several live broadcast rooms. The epidemic has accelerated the pace of more traditional hosiery enterprises expanding online business. Ji'nan's famous knitted apparel brand head group has also transformed itself from lookout to customer creation in digital transformation, and has continuously explored its experience in practice. In May 22nd, the head of the group harvested more than 300 orders with more than 10 quality products in an over one hour live broadcast of the brand live broadcast. In live broadcast, Zhang Jihong, the chairman of the group of heads of state, endorsed the product of his own product. Through the form of "factory tour + sale with goods", he displayed the production activities, technological process, and household clothing, business T-shirt and fast drying vest at close range, so that consumers could get a quick understanding of the business philosophy and the brand transformation of youth, fashion and clothing.

Government departments around the country are also actively building online platforms, promoting the digitalization of traditional industries, and jointly building digital development kinetic energy. In early April, Jingdong's Beijing hi live broadcast "industrial belt tracing tour plan" went into Datang socks industry, with the way of direct delivery, allowing merchants to endorse their products and give support to participating enterprises in traffic promotion. Tian Haibin, Secretary of the party's Working Committee of Datang street, took the lead in entering the live broadcast studio, introducing the development history and characteristic products of Datang socks industry in Zhejiang. The live broadcast attracted 60 thousand people to watch online and more than 3000 orders. Tian Haibin said that online live goods not only promoted consumption expansion, but also effectively drained the real economy.

Tian Haibin, Secretary of the Party Working Committee of Datang street, went into the live room to promote the characteristic products of Datang socks.

It is reported that with the continuous development of the live broadcast economy, Datang street has adjusted the focus of the enterprise's "three services" in a timely manner, and relevant measures have also been launched vigorously. During the epidemic period, the China Post Datang intelligent logistics sorting line project has been formally debugged. The new retail service project of China's knitting raw material market with a registered capital of 200 million yuan has also been introduced into the field. Later, it will provide professional "one-stop" services for domestic enterprises and cross-border electricity supplier enterprises such as photography, beauty, broadcasting, warehousing and direct mail. "A series of hardware and software services will effectively reduce the threshold for transformation and upgrading of enterprises and businesses, and also maximize the potential of Datang hosiery online market." Tian Haibin said.

"Relying on the new outlet of online live broadcast, the real economy is just going to unlock new skills and bring about efficient order conversion for the brand." A knitting enterprise official said.

Insiders believe that China's knitting industry is ushering in a new marketing mode that combines online and offline sales. Relying on the advantages of the knitting industry development and Alibaba, Jingdong, jitter, and the United States, the platform can help foreign trade enterprises expand their orders and stabilize their production capacity, promote the coordinated development of the domestic and international markets of the export oriented enterprises, and enhance the confidence of entrepreneurs. Enterprises realize the transformation of traditional operation and circulation mode to "Online + offline", "sales + experience", "display + transaction" and other new retail mode.