"O2O" model will become the strategic direction of the development of textile industry

The overall downturn in the market, but the textile sales of online sales seems to stimulate the growth of the vitality of the enterprise. In the last year, "double eleven" electric business war, Lorraine home textiles sales reached 1.55 billion yuan in the textile industry ranked first, compared with last year, sales increased by 50%. Fu Anna net sales also reached 131 million yuan, an increase of 70%.

China Household Textile Industry Association to provide data show that the network channel home textile products in October 2013 sales of 53 billion yuan, according to this rate, is expected this year, textile sales online sales can break 60 billion yuan. For this group of more optimistic data, China Textile Association, said Yang Zhaowei, companies should seize the opportunity to continue to enhance the traditional channels and explore the combination of new channels to achieve a second leap in the textile industry.

In the past, Carolina textile and some brand clothing enterprises rely on the "class of the United States" model of rapid expansion, take the chain shop shop, enjoy sharing of economic growth brought about by the joy. But in the twinkling of an eye, into the shop increased the number of business growth and the growth of the plight of the traditional way of marketing by the impact. "Home spinning three Musketeers" Fu Anna, Laurel home textiles, Meng Jie home textile has been listed, the re-use of funds to quickly expand the number of stores. As of the end of 2011, Fu Anna, Laurel home textiles and Meng Jie, the number of home textile shop were 1851,2371 and 2420. Among them, Luo Lai home control East China, rich Anna control South China, Meng Jie home textile stable in central China, the formation of three pillars of the potential.

Accompanied by slow performance growth, shop is still regarded as home appliances to restore the decline of the magic weapon. In 2012, Meng Jie home textiles to 400 500 new store speed expansion; Rollei textile expansion is more rapid pace, new stores in 2012 600 900; Fu Anna did not disclose the specific shop plan, but the gold is expected to 2012 Year new stores are also about 350.

But by the national macro-control and other factors, "home spinning three Musketeers" last year's expansion rate decreased significantly. Data show that the first half of last year, the actual progress of the project is relatively consistent with the plan, the investment progress of 61.59%, the investment progress did not reach the plan, the company was cautious on the purchase of shops; Fu Anna net open the number of 127; Meng Jie in the first half of last year, only 40, compared with previous years, shop slowed down, of which more than 70 new stores, close more than 30 stores.

The traditional sales channels of the textile industry are also faced with the "three high and one low" plight, that is, high rent prices, high labor costs, high raw material costs and profits are getting lower and lower. Home traditional channels are divided into two kinds, one is an independent brand stores, the other is set up in the mall counters.

This environment, the major textile enterprises gradually slow down the pace of the shop. Fu Anna Deputy Secretary Hu Zhenchao said: "The whole industry situation, Fu Anna store expansion will continue to slow down."

Although this year's "double eleven" online sales growth surge, but it is worth noting that these brands are not online sales of their "parent brand." Rollei home textiles in the electricity sales of billions of dollars is the brand "LOVO", Fu Anna also for the promotion of online development of an independent brand "holy flower". Online promotion why use its sub-brand? For this issue, Luo Lan textile business representative Wang Han said that in order not to damage the interests of franchisees around the use of sub-brand Luo Lai line channel, LOVO is relying on its parent company Rollei home textiles after 5 years of carefully crafted Internet for the brand, as Rollei into the electricity business and specifically to create an independent brand.

Hu Zhenchao said, for the electricity business products, rich Anna has a dedicated R & D team, after e-commerce consumer groups to conduct a detailed analysis and research, specifically for the development of e-commerce crowd for the consumption of electricity for products. "Fu Anna from last year, for different business platform also carried out product segmentation, effectively avoiding the electricity business channel in the first commercial activities or may cause damage to the brand." Hu Zhenchao said.

Although the network sales of traditional textile industry impact is too large, but the largest marketing channel is still offline. Hu Zhenchao said that e-commerce is an important sales channel Fu Anna, but now Fu Anna or line to the terminal store sales. In the first half of 2013, Fu Anna e-commerce business income of 61.9651 million yuan, accounting for only 10.41% of the company's total operating income. "We believe that offline and online are two complementary channels, who can not replace who, reasonably position, plan and segment online and offline products, and for the two channels have different products, style and price strategy , Is able to complement the development of the two channels the best way out. "Hu Zhenchao said.

For many companies gradually recognized the "O2O" model, Carolina, Fu Anna, Meng Jie have been identified as the future development of strategic direction.

Rollei home textiles official said the company is actively exploring the "O2O" model, Rolle will improve the corresponding supply chain, the implementation of online and offline with the same price, and intends to join the franchisee into the online business. "We are currently doing, just just to explore." Hu Zhenchao said that the company is part of the market to do the pilot, but the specific results are still unknown. Fu Anna's current pilot "O2O" model will be fully rolled out in the next three years. "Meng Zhenchao also said that e-commerce channels will be an important supplement to the company's marketing channels