Facing the reality, how to get rid of the predicament of home textile enterprises

The 14th five year plan involves all aspects of economic and social development and is closely related to the people's production and life. As an important industry closely related to people's life, after the "special period" under the influence of the epidemic in the first half of the year, how to further transform the traditional advantages into market competitiveness and anti risk ability in the post epidemic era, so as to boost the high-quality development of the industry?

优化渠道模式，推动电商与实体融合发展，是家纺企业近年来在“卖货”方面探索的成功之路之一，并且这种融合在2020年呈现爆发式的“变革”。

Optimizing the channel model and promoting the integrated development of e-commerce and entity is one of the successful ways explored by home textile enterprises in the aspect of "selling goods" in recent years, and this kind of integration presents an explosive "change" in 2020.

家纺行业线下渠道在上半年的“闭关”之后，正逐步恢复“元气”，而线上的“生意”则表现出“爆发”之势。可见，以电商之力增强企业自身的抗风险能力，已成为有效途径之一。那么今年，家纺企业在电商运营方面取得了怎样的成绩，又玩出了什么新花样？

The offline channel of home textile industry is gradually recovering its vitality after the "closure" in the first half of the year, while the online "business" shows the trend of "explosion". Therefore, it has become one of the effective ways to enhance the anti risk ability of enterprises by the power of e-commerce. So this year, what achievements have home textile enterprises made in e-commerce operation and what new tricks have they played?

全年销售看电商，电商数据看直播。今年以来，直播电商发展迅猛，据CNNIC发布的《中国互联网络发展状况统计报告》显示，截至2020年9月，我国网络购物用户规模达7.49亿，其中直播电商用户规模达3.09亿，占网购用户的41.3%，2020年上半年国内电商直播超过1000万场，活跃主播数超过40万，观看人次超过500亿。2020年市场规模预计将达万亿。那么家纺企业在“直播”带货方面，表现如何？

The whole year's sales are viewed by e-commerce, and the data of e-commerce are viewed live. Since this year, live e-commerce has developed rapidly. According to the statistical report on the development of China's Internet released by CNNIC, the number of online shopping users in China has reached 749 million, of which 309 million live e-commerce users account for 41.3% of online shopping users. In the first half of 2020, there are more than 10 million live broadcasts, more than 400000 active anchors and more than 5 viewers 10 billion. The market size is expected to reach trillion yuan in 2020. So what is the performance of home textile enterprises in "live" delivery?

电商数据看直播，直播成败看“选品”。一场成功的带货直播，除主播专业的带货技巧之外，关键要看商品的选择。那么，这货要怎么选，家纺产品直播“选品”的标准有哪些呢？

The success or failure of live broadcasting depends on "selected products". A successful live broadcast with goods, in addition to the professional skills of the anchor, depends on the choice of goods. So, how to choose this product? What are the standards of "selection" for live broadcast of home textile products?

今年以来，电商与产业带的关系，似乎不再是若即若离的表现，越来越多特色鲜明的产业带，聚集大量产业链上中下游的配套制造工厂，出现在各行各业。于家纺产业集群而言，如何驶入电商“快车道”？

Since the beginning of this year, the relationship between e-commerce and industrial belt is no longer an irreconcilable performance. More and more distinctive industrial belts gather a large number of supporting manufacturing factories in the upstream, middle and lower reaches of the industrial chain, appearing in all walks of life. In terms of home textile industry cluster, how to drive into the "fast lane" of e-commerce?

接下来，让家纺企业为我们一一解答。

Next, let home textile enterprises answer for us one by one.

演绎“触电”大招家纺企业不止自保

Home textile enterprises not only protect themselves

“上半年，行业面临特殊时期，对罗莱生活线下销售渠道造成较大冲击，进而导致企业收入和利润水平下降，经营压力增大。”

"In the first half of the year, the industry is facing a special period, which has a great impact on the offline sales channels of Luolai life, leading to the decline of enterprise income and profit level and the increase of business pressure."

“原有渠道销售受挫，用户资金收紧，减少支出，线下渠道闭店，流量断崖式下滑，太湖雪可谓危机四伏。”

"The sales of the original channel were frustrated, the user funds were tightened, the expenditure was reduced, the offline channels were closed, and the flow was precipitous. The snow in Taihu Lake is in danger."

“上半年受疫情影响，洁丽雅面临很大的挑战。因为洁丽雅最大的两大生产基地分别在湖北咸宁和新疆阿拉尔，而这两个地区因为疫情，将近4月才完全恢复生产，新疆在后期还遭受了疫情的反复。这也就意味着供货严重不足，线上线下渠道供不应求。除了产能困难，疫情还造成了运输问题和人才流失。虽然后期自有供应链恢复生产能力了，但因毛巾生产周期较长，仍是供不应求。”

"Affected by the epidemic situation in the first half of the year, jieliya is facing great challenges. Because the two largest production bases of jieliya are located in Xianning, Hubei Province and alar, Xinjiang, respectively. Due to the epidemic situation, production in these two areas was completely restored in April. Xinjiang also suffered from repeated outbreaks in the later period. This also means that the supply is seriously insufficient, and the online and offline channels are in short supply. In addition to capacity difficulties, the epidemic has also caused transportation problems and brain drain. Although the production capacity of the self owned supply chain has been restored in the later stage, the supply still exceeds the demand due to the long production cycle of towel. "

面对本刊采访，各家纺企业负责人纷纷道出上半年的“困境”。但困境之下，也让家纺企业在经营方面有了更多的思考：面对危机，何以自保？如何增强自身抗风险能力？事实证明，以电商之力创新业绩，已成为多数企业有效途径之一。

In the face of this magazine's interview, the person in charge of each home textile enterprise said the "dilemma" in the first half of the year. But under the predicament, also let home textile enterprises in the management of more thinking: in the face of crisis, how to protect themselves? How to enhance their ability to resist risks? Facts have proved that e-commerce has become one of the effective ways for most enterprises to innovate their performance.

以今年双十一为例，天猫首次创新“两次爆发双倍快乐”的主题节奏玩法，将双十一分为两波爆发期。11月1日第一波爆发期间梦洁家纺即已达到了150%的同比增速，截止11月12日0点，梦洁家纺天猫旗舰店单店以超1亿的成绩，再度刷新历年双十一销售记录。在今年双十一超长战线中，从1日至11日，梦洁家纺全渠道总销量达1.62亿，线上全渠道同比增幅73.8%！

Taking the double 11 of this year as an example, tmall innovated the theme rhythm playing method of "two bursts of double happiness" for the first time, dividing the double 11 into two waves. During the outbreak of the first wave on November 1, Mengjie home textile has reached a year-on-year growth rate of 150%. As of 0:00 on November 12, the single store of Mengjie home textile tmall flagship store has broken the sales record of double 11 over the years with the achievement of more than 100 million. In this year's double 11 super long front, from 1 to 11, Mengjie home textile total channel sales reached 162 million, online Omni channel growth of 73.8%!

今年双十一，太湖雪丝绸股份有限公司同比去年销售将近翻了一番，累计销售4700万元，蝉联天猫、京东双平台蚕丝被品类双冠军！双十一当天，和薇娅第二次直播带货的太湖雪100%双宫茧蚕长丝子母被，累计销售额达3000万元，销售件数超2.4万件。2020年截至目前，太湖雪通过电商平台累计销售已达1.2亿元！

This year's double 11, Taihu snow silk Co., Ltd. nearly doubled its sales last year, with a total sales of 47 million yuan. It won the double champion in the category of silk quilt on tmall and Jingdong platforms! On the day of the double 11, the Taihu snow 100% double Palace cocoon and silkworm silk quilt, which was carried by hewiya for the second time, had a total sales volume of 30 million yuan and more than 24000 pieces. By 2020, the accumulated sales of Taihu snow have reached 120 million yuan through e-commerce platform!

“洁丽雅今年线上增长了70%，十月底线上更是超过10亿成交额。”浙江洁丽雅股份有限公司副总裁黄婷瑜在采访中介绍说，此次双十一，洁丽雅全网销售额突破1.2亿，同比增长67%；在天猫平台双十一期间成交额超8500万，毛浴巾类目蝉联第一。

"Jieliya's online growth is 70% this year, and at the end of October, the online turnover is more than 1 billion." Huang Tingyu, vice president of Zhejiang jieliya Co., Ltd., said in an interview that during the double 11, the sales volume of jieliya network exceeded 120 million, with a year-on-year increase of 67%; during the double-11 period of tmall platform, the turnover exceeded 85 million, and the category of hair bath towel ranked first.

Taking advantage of the advantages of origin, brand, logistics and other advantages of Gaoyang Textile Trade City, as well as the psychological preference of buyers, Gaoyang County transformed its traditional offline sales function to build a B2C e-commerce Park serving the majority of small and medium-sized enterprises, realized the "entity + virtual" two legs walking, and gradually formed a new professional market with "1 + 1 > 2" effect The annual trading volume is as high as 6 billion yuan.

纺织企业电商业务发展初期，虽然苦力运营，但因为“小弱散”，无法打开线上知名度、获得流量扶持。为此，高阳县建设了邦辰科技创业孵化基地、一桶金等电商综合园区，将零散的纺织企业电商集聚到一起，抱团发展。

In the early stage, although the small enterprises can not get the support of the online business, they can not get the support from the small enterprises. In order to achieve this goal, we have set up a comprehensive base of e-commerce in Gaoyang County.

值得一提的是，面对疫情带来的市场波动，高阳县政府联合阿里巴巴旗下1688平台推出网上中国·高阳毛巾节，800余家实体企业报名参加。通过实地考察、大数据筛选，最终200家优质企业进入主会场，400余家企业在会场外围参与。可以说，电子商务与线下实体融合发展，促进了高阳纺织产业的进一步发展和可持续繁荣。

It is worth mentioning that in the face of market fluctuations brought about by the epidemic, Gaoyang County Government, in conjunction with Alibaba's 1688 platform, launched the Online China Gaoyang towel Festival. More than 800 entity enterprises signed up to participate. Through field investigation and big data screening, 200 high-quality enterprises finally entered the main venue, and more than 400 enterprises participated in the periphery of the venue. It can be said that the integrated development of e-commerce and offline entities has promoted the further development and sustainable prosperity of Gaoyang textile industry.

电商直播正处在风口浪尖，作为一种新业态，对其抱有越大的期望，就越要把问题想在前面。任何一个行业的发展，从长期来看，都要靠内涵支撑，而内涵，是包括商品质量、诚实守信的一套完整体系。所以，任其如何发展，品质、品牌、品种依然不可忽视，“触电”后也需理智前行。不忘初心，方可新生！

E-commerce live broadcasting is in the forefront of the storm. As a new format, the greater the expectation, the more we have to think ahead. In the long run, the development of any industry depends on its connotation, which is a complete system including commodity quality and honesty. Therefore, no matter how it develops, the quality, brand and variety can not be ignored. After "electric shock", we also need to move forward rationally. Do not forget the original intention, only then can be born!

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