Home Textile Business: Changing Brand From The Change Of Consumption Demand

"How much bandwidth does your broken game occupy?

Seriously affecting our internet speed... "

"Well, if you limit my internet speed, I'll seal up your Taobao account to see what you can play when you are free at work."

This is a joke between a reporter and a company employee who heard a reporter passing by a few days ago.

It follows that

"This is just like addiction."

Therefore, even if the electricity supplier pioneers poured cold water repeatedly, they said, "if you don't do e-commerce, you will regret it in 5 years."

It is also unable to restrain the enthusiasm of foreign capital entering the Chinese electricity market frequently and the enthusiasm of many enterprises to the electricity supplier.

Consumer demand is here. Even if bubbles really come, what can they do?

The growing enthusiasm of netizens is the strong backing for the sustainable development of e-commerce.

2011 will definitely be a year of rapid development of China's e-commerce. With the continuous expansion of online shopping crowd, it also urges the rapid development of home textile e-commerce industry.

By the end of 2010, China's home textile market share had exceeded 10000 billion yuan.

Home textile business market contains unlimited business opportunities.

In recent years, consumers' purchase of home textile channels has also shifted from offline terminals to online e-business, especially the mainstream users of online shopping, fashionable women and white-collar workers, who constantly improve their quality of life, and attach importance to family soft decoration.

It has made the home textile e-commerce industry easy to break through the 10 billion yuan annual sales.

Home textile business market contains unlimited business opportunities.

1. online shop = "24 hours business shop".

Miss Liu, who plans to get married at the end of July, has been busy shopping before marriage.

She told reporters that many of the items she bought before marriage came from online shopping, because two people were working people with their boyfriends. They usually had little rest time, and sometimes they had to work overtime during the holidays.

"The layout of new houses is of great significance to us, because this is the living environment of the future. We should not be careless.

But I can hardly agree with my boyfriend's spare time. Online shopping solves this problem very well.

No matter how late it is, online shops are open and can be browsed at home with their boyfriends.

It saves time and effort. "

Liu Xiaojie said the voice of a large number of online shoppers. For the nine to five office workers, online shopping is the most humane "24 hour shop" to some extent.

This time randomness will inevitably cause great impact on the traditional home textile market, such as shopping mall, home Square, wholesale market and so on.

2. the traditional home textile market: customers can't afford to buy them.

Mr. Bian, owner of Ji'nan's Grand View Garden, has been running a home textile shop since 2006.

Mr. Bian said that since the start of business, the volume of passenger traffic has been relatively stable, but since the rise of online shopping behavior such as Taobao in recent years, the volume of passenger traffic has begun to increase, but its performance has decreased.

Many customers only look at not buying, "touch the handle, look at the brand, understand the price".

Even some customers will take advantage of the salesperson's not taking care of secretly taking photos or taking down the number.

"At the beginning, we didn't know what was going on, but later we accidentally heard the dialogue between the customers and realized that it was from a shop like ours that we looked after the goods and then bought it online."

The reporter also surveyed several home textile shops nearby, and found that the situation was almost the same.

"We open shop and do business, it is very difficult to define whether the customer really wants to buy, even if we find some customers are holding the mentality of watching online shopping again, we can not help them, we must not rush out."

3. customers: price advantage is the decisive factor in choosing online shopping.

Xiao Xue, who works in beauticians at a well-known weight loss chain, has had an argument with his mother because of the arrangement of her new house.

The mother insisted on buying curtains from the physical store and felt relieved that she could see them with touch.

Xiao Xue feels that the small couple have housing loans, and the most important thing is to save money. Online shopping is more suitable.

"My classmates and friends have a lot of wedding buying houses, custom made curtains and other household products.

Two aspects of a comparison, it is found that online shopping is indeed cheap.

4. the big Internet market.

Miss fan, who works in editing, has a keen sense of fashion.

Not long ago, she went out of business and met the customer's household curtains.

But when he returned to Ji'nan, he searched all the home textile markets, and did not find any curtains with the same color and material.

Later, with the idea of trying, entered the Taobao mall, and finally bought the curtains that I dreamed of.

Miss Fan said that she has now been able to enter key words from Taobao mall skillfully and search for favorite products.

And also added a lot of "Amoy friends" and collected many Taobao crown stores.

Online shopping is not restricted by geographical space, so it can be called "home market".

To sum up, due to the constant impact and influence of e-commerce, the traditional home textile line channels expose the factors such as geographical restrictions, price restrictions, and convenient shopping restrictions. The huge consumption potential of home textile business market has been released.

How fast development is floating clouds, brand strategy is vitality.

At present, although the overall development of the e-commerce market in the textile industry is developing rapidly, our home textile business structure is not mature enough, and commodity sources, services, logistics and other links are difficult to achieve standardized and unified management in the short term.

Whether it is in the field of C2C, B2C or B2B, it is difficult to fully guarantee the branding and quality of home textiles.

The problem of quality and brand marketing of home textiles has emerged, which has become a bottleneck in the development of home textile business.

At present, all sectors of society have a strong response to the brand and quality of home textiles.

1. Taobao home textile seller: can not go out of the "Curse" of price war.

Login Taobao interface, enter "home textiles four sets of genuine products", there are 178291 links.

To stand out from such a huge choice, sellers can only try to improve sales and popularity.

And the most attracting consumer eyeball is always "super low", "special offer" and other factors.

Some sellers, in order to sell, inevitably kill the goose that lays the golden eggs and reduce the cost of goods.

Cases such as shoddy and exaggerated description of commodities are endless.

Therefore, many home textile sellers sell very high, but the user evaluation is very poor.

The reporter interviewed a Taobao seller who did not want to be named. Shopkeepers said that for the low threshold Taobao network, shop popularity is the fundamental factor to decide the seller's business situation. Even if the word of mouth is not good enough, it will be harmful to the long-term development of the store.

But compared with the problem of no access, it seems insignificant.

Cab Dhino, a senior buyer of Taobao, said that for online shopping novice, it is more likely to believe that "crown shop" and "high sales volume" will be a reference for shopping.

But a slightly more experienced buyer of Taobao will look at the user ratings of the products they sell. Even the online shoppers can distinguish between real customer reviews and shop assistant statements from hundreds of user reviews.

Cappuccino said that she had a fixed number of shops frequented by Taobao shops, and the new shops were less shopping for the first time. If the shopping process was satisfied, they would patronize again.

Moreover, she and her friends often recommend each other's shops.

Therefore, consumers' demand for online shopping has been simply pursuing prices, changing to the requirements of quality inspection and service diversification, but Taobao C2C and other electronic business platforms have not yet come out of the curse of price war.

When the market shuffle, how many joys are there?

2. home textile business brand: is still in the exploratory stage.

Through random interviews with some netizens, the reporter learned that when buying online home textiles, more than 85% of the population would prefer to go to the brand home textile B2C mall, in order to reduce the risk of purchase.

Like the only Jia Jia brand home textile mall.

It has established strategic partnership with dozens of brand home textile manufacturers such as Luo Lai, Fu Anna, Valentino, Meng Jie and so on.

However, the brand home textile B2C mall is better than Taobao mall and other C2C mall in terms of quality and credibility.

But the variety, color and renewal speed of products are far from being comparable to those of traditional home textile lines.

Reporters randomly clicked into the Fujia brand store of the only Jia Jia brand home textile store, with few varieties and single color, and the products sold were mainly low and medium grade.

From the user evaluation, we can find that customers have more complaints about delivery speed and seller service.

Home textile business, even if there is only such an e-commerce brand, but also from the procurement of goods, logistics and distribution, peripheral services and other infrastructure are at the exploratory stage.

Home textile business brand is still far away.

3. the traditional first-line home textile brand test water network: the determination is not enough.

Traditional first-line home textile brands have shown strong interest in the e-commerce market, such as Luo Lai and other first-line home textile brands have tried to build water networks through the creation of a network direct sub brand.

But from capital investment to operation direction, it is not a main project, with enough enthusiasm and sincerity and determination.

The home textile business domain does not appear such as VANCL clothing electricity supplier brand, to pilot the market.

Therefore, although the development speed of home textile business is amazing, it still can not keep pace with the diversification of consumer demand. Therefore, the majority of home textile business operators should remain calm in a crowd of applause.

Steady development, after all, brand strategy is the driving force for the sustainable development of home textile business.

And throughout the textile and garment industry, the above problems of home textile business are only "iceberg". The development of the whole industry is very impetuous.

Like Ma Yun put forward, "do not do e-commerce, 5 years later you will regret it!"

Perhaps bubble rhetoric is not just alarmist talk.

In the face of strong capital input and rapid development speed of wind companies, calm and introspection will be the first issue before Chinese textile and garment enterprises.