The breakthrough of electronic commerce in traditional home textile enterprises

China's textile industry has been a mixed brand, the quality is uneven, there are rich Anna, Raleigh, Boyang, Valentino this domestic well-known home textile brands, but also have domestic unknown but in foreign sales, specializing in foreign trade of home textile brands, more is in supermarkets, the market sells unlicensed products.

Home textile products to bedding, towels and so on, and its material is divided into chemical fiber, grinding, pure cotton, satin, silk and many other, work is divided into 30 yarn, 40 yarn, 60 yarn range. Its material and workmanship directly determines the quality and quality of goods, but also makes its price space difference is huge. Some unscrupulous traders also took the opportunity to shoddy, genuine, the market's commodity prices are increasingly chaotic.

Products that look exactly the same, even feel the same feel, the price will be several times or even more than 10 times times. Of course, this has a lot to do with its sales channels, but to a large extent, there is a huge difference between quality and material. Most consumers simply cannot argue about the authenticity or the difference between material and workmanship.

Especially in the virtual E-commerce environment, only through the preliminary identification of good or bad pictures, consumers do not have the professional ability to identify, look at the ambiguous description parameters. So there is a picture of the same home textile products, on the b2c+ to sell to 599 do not package mail, and Taobao Shop may appear 99 package mail, Group buy online is 199 package mail.

In this environment, by providing the experience of marketing planning for home Textile enterprises, the author suggests that home textile enterprises should make a profit through E-commerce channel, they must first clear their marketing positioning and advantages, do not blindly imitate the successful strategies of other enterprises, and formulate the electric quotient strategy in line with their own marketing and service capabilities.

First, factory-oriented enterprises

The enterprise itself is the home textile factory, the biggest advantage is the systematic production processing ability, the biggest weakness is does not have the design research and development ability and the market development ability. Enterprises will often be due to market instability or party a default, and the emergence of a large number of warehouse products. In the traditional market environment, the enterprise only through the barter or the loss of goods to dump the way, dumping to other enterprises.

In the electronic Commerce environment, the first form: factory-type home textile enterprises can negotiate with large electrical suppliers. Although the same is the supply, but China's large electric dealers are usually "not bad money", although the knot period some relatively long, the price is lower. But it can be hanlaobaoshou. Like the traditional market often appear on party A does not pay the end of the situation, almost will not appear, the enterprise market risk is small.

In this mode of cooperation, enterprises have not only won profits, but also the key is that E-commerce enterprises will be based on market trends and fashion, often issued orders demand. Just make up for the enterprise design and research and development ability weak, market sensitivity is not strong problem. Enterprises can send special personnel to study orders, and constantly improve their market research and development capabilities.

The second form: Enterprises can oem their own home textile brands, can be used at any time to the product through group buying, settled into the business, Consumer-to-consumer and other models for sale. Need to explain that, if the enterprise itself does not have a professional electrical marketing team or planning team, do not waste a lot of time and effort to promote their own brand low-cost, this process will be very long. At this time the meaning of the registered brand, is better to help enterprises to distribute the inventory of goods.

Note: At this time enterprises also need brand packaging, but the key to packaging is not "OEM brand", but the factory itself is the name and influence. The need for continuous packaging, to improve the production and processing advantages of enterprises, quality assurance advantages, service design advantages, successful customer advantages and so on. Brand marketing is definitely not a road to the black elephant, more than imitate others can succeed following, must understand the market demand accurately.

Second, the distribution of enterprises

Enterprises have a number of cooperative factories and small and medium-sized brand resources, but also has a professional marketing team, sales team, their own do not operate any brand also does not build factories. Orders will be issued to the plant as the market demands and demands. This kind of enterprise has the good design research and development ability, is sensitive to the market demand. The main profits from the sale and distribution of other brand products, with offline entity stores, distribution channels around.

Enterprises to get the brand's electric operator licensing, Taobao, when, Pat, such as the establishment of online shop on the platform for distribution, but the self-built integrated business is the ultimate goal. At the same time, the use of online channel advantages, through the distribution of membership cards, vouchers, gift cards and other forms, inviting consumers to select products on-line. Do not need to register their own home textile brands, the need to operate a home textile platform. But to distinguish between the line and the operation of the line to avoid overlapping style, so as not to have their own price war.

Note: At present, some second-tier cities appear a kind of "offline through the conference marketing invite people to join a stake, while in the city to establish a number of chain stores, online to establish B2B2C distribution platform." Require members to place orders online, offline entity shop consumption patterns. "This model has been similar to MLM, is in the law of the ball." And the real self-build Business-to-consumer distribution platform, is not a concept at all.

Third, brand-oriented enterprises

The company's home textile brand has a certain degree of name and influence in the country, and has a number of fixed sales channels. Enterprises have a professional marketing team and national distribution channels, products have characteristics and selling points. and but want to further expand the market or the emergence of market bottlenecks, and expand market profitability.

At this point to the comprehensive strength of the enterprise and style types, determine the business direction of E-commerce. If the enterprise scale is large, has the substantial marketing fund. You can set up an independent brand of electric business channels to brand b2c+c2c-oriented. But if the enterprise's product type is few, in order to avoid and the original channel product sale product influence. Only select a few or 1 products, as the stepping stone of E-commerce, I have mentioned the "single product marketing." For the season, fashion to determine the appearance of these products, price, quality, through the cooperation with the consumer-to-consumer or the cooperation of the business partner, to create a quarterly.

The mode of doing e-business is actually not complex, the key is whether the enterprise can accept goods in the market before, really put limited resources into the right direction. Although not able to teach the National people how to online debate product quality, but can be through the system of professional brand packaging, increase enterprise, brand, platform credibility and reputation. In the face of China's e-commerce market fluctuations, a cold winter, brand marketing has been all electric business enterprises can no longer evade the theme.