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Home textile enterprises should also seek differentiated management and sales
Release Date:
2014/12/05
In order to solve the problem of product inventory pressure, some home textile enterprises began to use e-commerce to reduce inventory pressure and improve profitability. Industry insiders said that relying solely on e-commerce cannot make home textile companies develop rapidly. In the future, home textile companies should also seek differentiated operations and sales, provide professional and personalized product services, and form their unique core competitiveness,
In order to solve the problem of product inventory pressure, some home textile enterprises began to use e-commerce to reduce inventory pressure and improve profitability. Industry insiders said that relying solely on e-commerce cannot make home textile companies develop rapidly. In the future, home textile companies should also seek differentiated operations and sales, provide professional and personalized product services, and form the company's unique core competitiveness. Control business opportunities in the competition.
Merchant online inventory clearance
The reporter learned that at present, home textiles have become a traditional industry that promotes the strategy of e-commerce at a high speed. According to the recent financial reports disclosed by the three major home textile listed companies, Luolai's e-commerce revenue accounts for about 15% of the total revenue, especially the LOVO brand has a compound growth rate of more than 120 in the past five years and is expected to exceed 1 billion yuan in the next three years. Mengjie Home Textile's e-commerce sales accounted for nearly 8% from January to December last year, with a compound growth rate of more than 100. It is estimated that e-commerce sales will exceed 0.6 billion yuan in the next three years; fuana's e-commerce revenue accounted for 15%, up more than 75%.
The relevant personnel of fuana household products Co., Ltd. said that the rapid development of the company's e-commerce business has become one of the main driving forces for the company's sales growth. Luolai Home Textile has increased the investment and support of e-commerce channels. An industry insider who asked not to be named said that in the next two years, any well-known offline brand, including home textiles, is expected to increase the proportion of e-commerce sales to 30% to 35%.
At present, China's textile enterprises are facing the problem of excessive product inventory pressure. It is understood that home textiles are standard products and require greater investment in storage, personnel management, and logistics and distribution. Cooperation with e-commerce companies such as Tmall, Vipshop and Jingdong can quickly release the pressure of inventory, especially when home textiles do not have out-of-season clothing, even if inventory is cleared, good profits can be guaranteed. Insiders of home textile enterprises such as Luo Lai, Fu Anna and Meng Jie disclosed that in the future, C2B cooperation will be carried out with big data and Tmall, and independent production lines will be used to operate. Once the operation is mature, the mode will be copied to other e-commerce platforms.
Avoid homogeneous competition
The reporter learned that, like many industries, the existing problems of home textile enterprises are serious homogenization, including the homogenization of sales channels, the homogenization of products, the homogenization of investment promotion, the homogenization of brand, and the homogenization of goods display. The future of the home textile industry lies in providing professional and personalized products and services. Enterprises need to form their own core competitiveness, fully reflect differentiation, increase investment in product research and development, and make products truly accepted and loved by consumers.
For example, more product innovation, providing consumers with experiential consumption patterns, and personalized customized services for consumers in need can better meet the needs of consumers' life; leading consumers to raise their consumption awareness, home textile brands set up more offline experience areas to better display personalized products, and will also provide consumers with a better experience different from online.
According to industry insiders, the consumption structure and consumption patterns of Chinese home textile products are also undergoing rapid changes. One of the characteristics is that consumers will be more personalized and they need more distinctive products. Therefore, only when home textile manufacturing enterprises are fully aware of the changes in the consumer market and take effective measures to adapt to these changes and lead the market demand, can they control business opportunities in the future competition.
It is understood that some home textile enterprises have begun to experience service of home textile products. For example, some companies have broken the regular four-piece sales model and adopted a fashion collocation model. Each item in the store can be sold separately, and it can also be freely matched according to the different colors, elements, colors and other products in the kit that consumers like. Breaking through the traditional "four-piece set", it can be a "six-piece set", "eight-piece set" or "combination set" to meet the special needs of consumers.
Source: International Business Daily
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Shandong Codlove Blanket Co.,ltd
Shandong Cheng Qian Home Textile Co., Ltd
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