How Can Fabric Enterprises Develop This 100 Billion Live Broadcast Market?

Yesterday is in the annual 618 years of big promotion, in this big business promotion feast, "live" has become the most eye-catching business competition this year, "best play". The big businesses use all means to "bring goods", arrange net red, stars, traffic IP and so on to join their live camps to attract more fans' attention. According to official statistics, Jingdong launched a single day live direct delivery of goods with 1 billion 420 million, 187 brands to achieve the order amount of 100 million.

Behind this hard work is actually the huge impact of the epidemic on the real economy. As the saying goes, "danger is organic." No one could have imagined that this year's epidemic has made "live streaming" the most popular marketing mode, and even sprouted the concept of the Internet in the new era of "all things can be broadcast and the whole nation plays host". Under this new draught, more and more enterprises have joined the industry of live goods. Reporters found that many textile enterprises are also chasing this wave of development, and want to take advantage of the effective way of digital transformation to rush into the "100 billion live" market.

Forced transformation of fabric enterprises, the live broadcast has become a new blue ocean.

"Our main rabbit hair fabric, weighing 500-2200 grams of products, domestic and foreign trade can be. Welcome to consult the order. Zhang Bo, the landlady of Peng LAN textile in the north market area, recently participated in a live broadcast activity organized by the global textile network and the online Textile City. From the lens, we can see that Zhang Bo, the wife of the boss, is also slightly harsh in the "live broadcast of goods". She also told reporters that she had never thought that fabrics could develop "live with goods", but this form was very novel and effective.

It is understood that Peng LAN textile is a production and sales of plush textile enterprises, mainly for wool, lamb hair, hairy hair, jacquard hair, twist flower, short plush, steamed velvet, roller velvet, South Korean velvet, PV velvet and other plush products. With good credit and excellent service, we have established long-term cooperative relationship with many enterprises. Our products are exported to Europe, the United States, Southeast Asia, Middle East countries and other regions.

"This year's autumn and winter clothing business is still in the stage of design and development, so our customers are mostly cutting and sending samples." Zhang Bo, a landlady, told reporters that this season is the peak season for thin fabrics, and for their fabric makers in autumn and winter, they will usher in their peak season after summer. So in this "gap period", they are also thinking about new strength points, such as live new blue ocean, they are considering stepping in.

"We have made this autumn and winter woolen fabric for ten years, and never encountered such a situation this year." Boss Zhang Bo sighed to reporters, because this year because of the epidemic situation, whether at home or abroad, the order of customers has been greatly reduced. In particular, the continuous outbreak of the disease has also hindered the offline communication. "The main factor is communication." Zhang Bo said: "live broadcasting can be a good way to present products to customers, but also to solve the doubts of customers when they look at them, so that they can easily place orders in the field and even in foreign countries."

Therefore, after the first live broadcast, the boss wife Zhang Bo did not try to stop at all, but did it step by step. She told reporters that Peng LAN textile has entered the global textile network online shop and has become a high-quality member. Next step, she will make better use of the live broadcast technology of the platform, so that her products can be better publicized and promoted.

Live broadcasting is popular in the market, and fabric providers are turning to "anchor".

"Audience friends, our new Chiffon gauze is super soft and silky. It belongs to high-end goods. The quality is absolutely guaranteed, and friends who need it will come to smash the bill. " Zhang Honghao, the owner of "Honghui home textile" located in five areas of China Textile City North market, is launching live new products.

It is reported that Honghui home textile is an industrial and commercial integrated fabric enterprise. The company mainly works in home textile products such as engineering yarn, cotton and linen white yarn, polyester cotton cloth, slub cotton and hemp, and has exquisite workmanship and high quality. Zhang Honghao briefed reporters that the company previously focused on embroidery curtain products, but with the "post-80s" and "post-90s" becoming the backbone of consumption, in order to cater for their tastes, the company changed its management style, mainly based on the simple modern style, which also satisfied the new needs of consumers' health and environmental protection after the epidemic.

When a reporter asked why he chose to broadcast live, Zhang Honghao told reporters that with the continuous fermentation of the epidemic this year, the offline transactions have been seriously hampered. After the resumption of business, some customers at home and abroad also reduced the order due to the problem of epidemics. Therefore, in order to find a breakthrough in adversity, I began to try to live broadcast, hoping to use various channels on the Internet to open sales channels and expand the product market.

"The cost of live broadcast is relatively low, and the operation is relatively simple." Zhang Honghao told reporters about the live broadcast while chatting, and saw that he quickly arranged the background, set up the lights and adjusted the camera. All the steps are quite skillful. At the same time, he also revealed that inspired by the live broadcast course of the global textile lecture hall, Mr. Yang Siyuan, a live tutor who was specially asked for it, instructed his live broadcast ideas and skills to explore the marketing breakthrough of live goods.

Zhang Honghao also told reporters that the first time hung Hui home textiles participated in the first 2020 global textile cloud exhibition. "This online exhibition is like a timely rain. During the exhibition, I broadcast live online every day, and tried to drain each other through the jitter and the live cloud show, increasing online popularity. The effect is very good. Each product has an average of 300 trips per day, bringing accurate potential customers to the company. Zhang Honghao said.

In addition, Zhang hung Hao also revealed that, according to his busy schedule, he would arrange 1-2 live times daily, with considerable results. At present, the live accounts of Honghui home textile have accumulated over 5000 fans, with an average of about more than 2000 people per live broadcast. Zhang Honghao believes that although the fabric is not the best choice for live goods, the exposure rate and potential customers' accumulation is a good harvest. Maybe in the future, as the volume of traffic increases, the customer conversion rate will increase.

In the future, live broadcasting will become the next "dividend outlet" for fabric enterprises.

In view of the development prospects of textile enterprises in the field of direct seeding, Sun Ruizhe, President of the China Textile Industry Federation, has mentioned that at present, textile and garment industry needs to consolidate three major fulcrum: first, the domestic demand market; the two is the digital economy; and the three is the industrial ecology. The rapid development of live broadcast electricity providers in the epidemic situation is a good connection to these three pivots. According to AI media advisory forecast, in 2020, the scale of China's direct seeding e-commerce market will reach 961 billion yuan, an increase of 127.3% over the same period last year.

Recently, the theme exchange meeting of "curtain wall and fabric industry innovation and breakthrough" was launched successfully in Union Culture Communication Co., Ltd., which provided new ideas for the development of traditional industries in textile city. Xie Mingyou, general manager of Union Culture Communication Co., Ltd., in an interview with reporters, said that after the epidemic, "live broadcast" would become the normal way of enterprise sales. From the perspective of business mode, the offline business is difficult to develop due to the impact of the epidemic. Some online modes such as live streaming and short videos can effectively feed back the physical brand. In particular, fabric enterprises, in the display of live broadcast, can draw on the customers' eyes with the help of the visual presentation of ready-made clothes, so as to seize business opportunities.

There are many companies that serve the textile enterprises such as union culture. The global textile network and online Textile City are a good reputation enterprise in the industry. According to the global textile network, CEO Han Chong, an online Textile City, the company has been helping to launch the online cloud exhibition and the live broadcast activities. For example, before the global textile network cloud exhibition, China Textile City cloud exhibition, overseas cloud docking, Zhejiang famous textile enterprise online exhibition, and so on, has been highly recognized by the relevant textile enterprises. He also revealed that this year, the company also plans to launch hundreds of live online activities, boosting textile enterprises through online channels to harvest order customers.

In addition, associate professor Xu Jin of Zhijiang College of Zhejiang University of Technology also pointed out that future broadcast will become a new marketing tool for fabric enterprises. Enterprises can use live broadcast channels to break down the time and space constraints under the line, and realize various purposes such as drainage and promotion to assist offline sales. In addition, fabric enterprises can get customers' attention and demand through direct broadcast and other online marketing methods, and accurately grasp the strategic layout of product development, marketing planning and other aspects in the post epidemic era, and ultimately achieve the transformation and upgrading of enterprises.

This year, fabric products have been playing a leading role in the "live broadcast of goods". Although this marketing method can not become the mainstream mode of fabric enterprises, its online economic influence is definitely worth thinking and layout.

(Wen / Zhang Yan photo / Xie Cong co ordinate / Sun Yifang)