Apparel Home Textile Brands Accelerate Online And Offline Integration

　　 Electricity supplier has become a "weapon" to increase revenue.

Data show that clothing home textiles products are about 30% of the sales volume. In textile and clothing categories such as home textiles, men's clothing and so on, the income scale and revenue share of online, especially the e-commerce channel, has been significantly improved. The three quarterly report of several listed companies shows that the income of e-commerce channel has become one of the "drivers" of revenue growth in the "weak market". It is estimated that electricity channel revenue will continue to grow this year.

Roley's home textile three quarterly report shows that the first half of the company's e-commerce brand LOVO sales increased by more than 80%. Minsheng securities research report predicts that the company's online shopping income in 2014 will reach 450 million -5 billion yuan, becoming a new profit growth point. Roley textile related personage said that this year intends to introduce other brands such as Roley and LOVO into the online plan and rhythm, expand the brand influence and market share, and expect 2014 electricity supplier channel sales to have better performance.

According to media reports, fuanna expects "double eleven" electricity supplier sales to increase by 50% to nearly 200 million yuan. Roley home textiles has set a sales target of 250 million yuan, up nearly 40% over the same period last year.

Hai Lan's home sales reached 180 million in 1-9 months, an increase of 350%. Hai Lan's home takes the O2O mode of online and offline pricing. At present, Hai Lan's home sales are already at the forefront of Tmall, and the broker expects its annual electricity sales revenue to increase by 300%-400% over the same period. In addition, Semir clothing, seven wolves and nine Mu Wang and other companies in the first three quarters of the revenue growth of more than 20%, contributed significantly to the overall revenue growth.

　　 O2O Linkage to create traffic closed loop

Clothing is not a standardized product in strict sense. In the promotion of e-commerce, the high return rate often comes with the high volume. Data show that because of the size problem, Tmall underwear channel's annual "double eleven" return rate is over 10%. Insiders pointed out that offline stores are the foundation for the survival and development of apparel retailers, and the electricity supplier is actually a necessary supplement to the physical sales side.

along with Electronic business platform Entering the oligopoly competition situation, the marketing cost of enterprises in the electronic business platform has increased significantly. If we take into account the invisible cost of accounts and so on, the "low cost" era of e-commerce channels has long been absent. Therefore, promoting the integration of online and offline businesses will be the focus of the business of home textile enterprises. In this year's "double eleven" activities, Tmall has selected some merchants to promote online and offline linkage in the category of clothing, underwear, skin care and so on. "Double eleven". City beauty, nine Mu Wang and other clothing brand enterprises have become the main push camp of Tmall's "double eleven" online and offline joint promotion.

　　 Urban beauty Relevant personages said that during the "double eleven" period, each self operated store will choose 5-10 models according to the single store inventory, and make the promotion linkage between the line and the line. When consumers shop, they can sweep the code, enjoy more discounts after online payment, and strengthen online and offline interaction of online shopping.

This is the creation of conditions for online and offline joint creation of brand internal traffic closed-loop. At the same time, the completion of offline experience and online virtual payment have made up for the short experience of online shopping and reduced the pressure of logistics links and the waste of social resources.

The "O2O Shopping Festival" launched by Roley home textile company will perform the same price on the same line as the line, and there will be discounts during activities such as designated stores. Most stores of the seven wolves will support Alipay and WeChat payment, while supporting online ordering and offline store delivery.

Analysts pointed out that the apparel industry in the Internet era is neither a simple electricity supplier nor a traditional offline format. The integration of online and offline will accelerate. Although the electricity supplier has the advantages of convenience and speed, it does not combine consumer experience, and experience is the advantage of real business. Continue to do well in the organic integration of channels and offline channels on the electricity supplier line, and improving profit margins will be the trend of industry development.