6. 18 Downstream Carnival Upstream Is Deserted, Where Is The Next List Of Fabric Enterprises?

1 minutes 600 million yuan, 3 minutes 1 billion yuan!

On the first day of Tmall's 6 / 18 Shopping Festival, apparel brands occupy the "absolute home". Among them, Sports outdoor products in only 45 seconds, sales exceeded 100 million yuan, women wear only 2 minutes, sales exceeded 100 million yuan. More than 100 famous brands of clothing and clothing, clothing and cutting-edge brands collectively surpass themselves, achieving "1 hours today equals 1 days last year".

As the biggest consumer compensation node this year, although the sales of clothing and clothing sales of Tmall 6. 18 shopping season are facing a heat wave, the China textile daily reporter found that as the upstream industry of clothing and clothing, the fabric industry did not seem to feel this "thermal conduction".

Downstream Carnival upstream cold

"This is the happiest, busiest and most confident time of our year. It's difficult to do business this year, but 6. 18 is our hope and sales is very good. This gives us confidence in the market situation in the second half of the year. Many Tmall stores said.

In June 16th, Tmall 6. 18 Shopping Festival entered the sprint stage, Tmall opened fire at home. The sales of 28 clothing and clothing brands in less than 1 hours surpassed that of last year. 。 Among the 28 brands, there are Vitoria's secret, Alexander McQueen's world-famous brands, and six new products such as rabbit and Ubras. They also include the independent designer brands such as YES BY YESIR and Lei Hu.

There are various indications that the consumption demand of clothing and clothing market is still relatively strong, and it is not so unsatisfactory. However, compared with the brightest transcript of the clothing and accessories category in Tmall 6. 18 Shopping Festival, the textile boss can only sigh with emotion. According to relevant market platform monitoring, at present, the inventory of weaving enterprises in Jiangsu and Zhejiang is still at a historical high level. Large orders in the market are hard to find. Many enterprises can only rely on scattered small orders to maintain company operation.

"The recent market is still not good, the order of the popular fabric is still not improving, especially our usual order of simulated silk products is almost extinct." A person in charge of weaving enterprises, who did not want to be named, introduced.

"Recently, all the staff of our printing factory began to take 3 days off for 3 days. Even during the period of work, part of the machinery and equipment could not be guaranteed." Another worker of the water printing factory said that due to the lack of orders, the days of dyeing factories were also very tight. Many enterprises had experienced the situation of workers' rotation and the limited production of machinery and equipment.

Data from the China printing and dyeing industry association show that Compared with the same period last year, the total export volume of printing and dyeing enterprises above Designated Size in the month of January ~5 has a general downward trend compared with the same period last year. The total volume of orders in nearly 9 enterprises has declined to varying degrees. Among them, the total volume of orders decreased by 10%~30% was the highest, accounting for 34.21%, followed by the reduction of more than 50% of the enterprises, accounting for 23.68%; only 13.51% of the total number of orders was flat or slightly increased compared with the same period last year. In terms of domestic sales, the total amount of orders was 68.42% lower than that of the same period last year. The proportion of enterprises with a reduction of less than 10% was 21.05%, which was close to the ratio of 23.68% of 10%~30% enterprises.

Orders are not cheap enough to sell.

"As low as 50 percent off, Chaoshan T-shirt 79 yuan", "more than 50 percent off, coupons enjoy more discount", "2 goods in special zone 20 percent off". This is a lot of clothing and apparel brands during the Tmall 6 18 Shopping Festival, which has attracted numerous consumers.

In fact, the price of products this year is far more than clothing and apparel enterprises.

The textile index of Keqiao, China shows that Recently, orders for various kinds of popular clothing fabrics are scarce, and prices are still relatively weak. In summer, the sales of women's wear fabrics can't be seen as "hot". Many enterprises are going to inventory, return funds, or even sell at a loss, resulting in confusion in the market price, and the price of many fabric products has dropped to the lowest level in recent years. For example, the recent price of 75D chiffon fabric is 2.2 yuan / m, compared with the price of 2.8 yuan / meter in the same period last year, which has dropped by about 21.4%. The recent price of 210T polyester taffeta fabric is 0.9 yuan / m, compared with the price of 1.2 yuan / m ~1.3 yuan / meter during the same period last year, down 25%.

" This year, affected by the epidemic at home and abroad, sales of Chinese textile enterprises are blocked. In order to return the funds as soon as possible, the phenomenon of low price competition is increasing and there are some disorderly competition on the market. The relevant person in charge of the China printing and dyeing industry association said that through the relevant investigation, the Association learned that in May this year, compared with the same period last year, only 7.89% of the above scale enterprises increased slightly, 28.95% of the enterprises were flat, and 63.16% of the enterprises fell, and only 2.63% of the enterprises had a slight increase in the price of proprietary products, while 34.21% of the enterprises were flat, 63.16%. Enterprises have declined to varying degrees.

However, even at such a low price, orders for the downstream clothing market are still few. "Whether it's clothing brand or fabric enterprise, the road to inventory is difficult and long-term. 6. 18 Shopping Festival is mainly to help clothing and apparel brands consume inventory as quickly as possible, so it is difficult to make obvious growth in orders for fabric enterprises. An industry insider said that according to the rule of past years, the order of spring and summer fabric orders has basically come to an end, and the market is not far from the off-season. The consumption of textiles has a strong seasonal rule. After the season has passed, it is very difficult to have "retaliatory consumption" after that.

The industry also predicted that in July ~8 months, a large part of the textile fabric enterprises may have difficulty in placing orders. It is very likely that there will be a situation of "bad luck" and "no meal at all."

Live sharing online communication

It can not be denied that at present, many fabric enterprises still stay in the order stage, such as proofing and bitterness. However, many enterprises follow the development trend of the shopping festival of 6. 18, and want to take advantage of the effective way of digital transformation to rush into the "100 billion yuan" market of "live broadcast".

Recently, The construction and Management Committee of China Light Textile City in Keqiao District of Shaoxing city joined hands with Keqiao set up fashion industry service platform and other enterprises to jointly launch "Keqiao optimization live broadcast plan" activities. 。 "We have made this autumn and winter woolen fabric for ten years, and never encountered such a situation this year." ? Zhang Bo, head of Shaoxing Ke Qiao Peng LAN Textile Co., Ltd. Sigh, this year because of the relationship between the epidemic, 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."

It is understood that the number of exposure of the industry is more than 60, pre heating covering more than 30 thousand professional buyers. During the live broadcast, there were more than 1 procurement consultations, more than 915 high intention purchasers established contacts with the live broadcast enterprises, more than 160 professional buyers made an appointment to adjust the samples, and 12 buyers will visit Keqiao to pick materials in the near future.

"This year, fabric products have been displayed in live goods. Although this way can not become the mainstream marketing mode of fabric enterprises, its online economic influence is absolutely worth thinking and layout. ? Xu Jin, associate professor of Zhijiang college, Zhejiang University of Technology It is pointed out that in the future, live broadcasting 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 also get the customers' attention and demand through direct marketing and other online marketing methods, accurately grasp the strategic layout of product development and marketing planning in the post epidemic era, and ultimately achieve the transformation and upgrading of enterprises.