Xia Lingmin Takes The Lead To Investigate The Application Of E-Commerce In Home Textiles And Garment Industry

< p > the research team headed by Xia Lingmin, vice president of the China Federation of textile industry and chairman of the circulation branch, has gone to Jiangsu Nantong Tongzhou District, Haimen peri stone bridge, Changshu, Wuxi and other industrial clusters and specialized markets to investigate the application of e-commerce in home textiles and clothing industry.

Wherever they go, the research group, through exchanges with industry clusters related government departments, associations, markets and enterprises, has an in-depth understanding of the achievements and problems in the application of e-commerce and the efforts made by industrial clusters and specialized markets in the construction of e-commerce environment, public services and supporting services.

Research group members generally believe that from the survey, the industry "electric shock" is an inevitable choice, especially home textile products because of its more standardized characteristics, more suitable for the development of e-commerce, sales growth in many third party e-commerce platform is obvious, but at present, enterprises in the electricity supplier operation still faces such difficulties as profit margins, talent shortage, logistics lag and so on, and urgently needs to "pilotage".

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< p > in the first station of research, < a href= "//www.sjfzxm.com/news/index_c.asp" > Home Textile Industry < /a > cluster in Tongzhou, Nantong, deputy district head Liu Hong said: "in recent years, home textile business is developing rapidly. Many enterprises in Tongzhou began to shift from traditional franchised mode to e-commerce direction.

In Tongzhou, there are four thousand large and small businesses engaged in e-commerce, with annual sales exceeding 5 billion yuan.

For example, sales of household electrical textiles exceeded 60 million yuan, and sales of violin home textiles and Lan Siyu home textiles business exceeded 10 million yuan. In addition, our home textile industry service innovation platform has also become the national Ministry of Commerce e-commerce cluster innovation pilot project.

Liu Hong said that home textiles as a standardized product attribute is more suitable for < a href= "//www.sjfzxm.com/news/index_c.asp > Electronic Commerce < /a >, but in the home textile business has made certain achievements, but also deeply felt that the pformation and development of the industry, the pformation of the enterprise sales mode still has much room for improvement.

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< p > Zhang Yingqian, mayor of Chuan Jiang town of Tongzhou District, Nantong and director of Nantong Textile Textile City Management Committee, said: "the home textile industry in Nantong can be accounted for half of the national textile industry, and has the incomparable superiority of other parts of the country.

Nantong home textile city has abundant resources and strong processing advantages, which provides a solid foundation for the development of e-commerce.

At present, around the middle and lower reaches of the home textile industry, taking e-commerce as the core, Nantong has formed an industry chain including home textile industry, including network operators, third party service providers, distributors, manufacturers, warehousing and logistics service providers.

According to incomplete statistics, 50% of the electricity suppliers selling bedding products on Tmall are from Nantong, and 70% of the bedding products sold are from Nantong.

In the face of the rapid development of electricity supplier business, Sichuan Jiang Zhenzheng is ready to set up the Nantong Home Textile City business park. The electricity supplier park is expected to enter about 100 electricity suppliers and supporting service enterprises by the end of March 2015, and achieve the target of over 1 billion yuan in sales within 3 years.

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< p > the survey group found that the participation rate of e-commerce was above 45% on average, 30 percentage points higher than that in 2012.

For example, the proportion of e-commerce application of more than 30 thousand merchants in Changshu clothing city is 60%.

According to the local responsible person, there are 3686 registered members of the Alibaba in the Alibaba platform, of whom nearly 80% come from the clothing city.

In 2013, Changshu's clothing network merchants reached more than 30 thousand, with online pactions amounting to 12 billion yuan, ranking third in the country's county-level cities.

In addition, the average ratio of electricity supplier pactions to entity pactions is 11.42%, which is also higher than that of previous years.

For example, the volume of e-commerce pactions in the 2012 was 4 billion 800 million yuan, accounting for 10% of the volume of pactions, while e-commerce pactions amounted to 8 billion yuan in 2013, accounting for 16% of the volume of pactions.

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"P > > Jiangsu a href=" //www.sjfzxm.com/news/index_c.asp "> textile industry association < /a > President Xie Ming has introduced three kinds of electric business models with different characteristics: first, using electronic business to clear inventory, using the advantage of low cost of e-commerce channel, attracting consumers online shopping group with low cost, exploding money and other marketing advertisements to achieve the purpose of cleaning up inventories; two," small and beautiful "; online products are playing a certain field, products have great design characteristics, and have certain exclusive consumer groups; three, new brands on the line are launched, with the influence and reputation of existing brands, the special brand of e-commerce is set up under the banner, and its products are specifically aimed at online consumer groups.

Xie Ming said, from the perspective of enterprise practice, these three modes are making money, but it is worth noting that the common characteristics of these three modes are that the online and offline businesses are not crossed, which is one of the key points of the success of the electricity supplier.

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< p > at the same time, information construction has become a guarantee for the success of e-commerce application.

In many cases, most of the enterprises that have achieved good results in e-commerce have purchase and sale management system, ERP management system and warehouse management system, so that enterprises can organize production and delivery more quickly and meet customer needs.

At the same time, through the analysis and processing of network customer data, we can quickly understand the needs of customers and design and produce products that meet the needs of the market in a short time.

For example, the red bean mall has fully implemented the unified management of online channels, formulated a multi-channel integration plan, and established a highly automated and integrated e-commerce management system, which has achieved information management including partners and channel platforms, improved the overall management level of the supply chain, improved work efficiency, reduced costs, and provided consumers with more efficient and safe services.

Red beans mall related responsible person said that in 2013, red beans e-commerce pactions amounted to 400 million yuan.

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< p > however, many enterprises also have untold suffering at the same time of harvesting the electricity supplier's happiness.

Although industrial clusters pay more and more attention to the impact of e-commerce on regional industry, relevant support policies and measures have been introduced, and enterprises have been actively applying E-commerce through many ways and means. However, related policies, professionals, business models and logistics have become the bottleneck of the development of e-commerce in the industry.

For example, in most of the enterprises surveyed, the turnover of most brands is hovering between 10 million yuan and 50 million yuan. Many executives said frankly that the operation of the electricity supplier for many years still can not break through, and the influence of the network sales rules and consumption habits, the unit price of the product is not high, and the higher promotion cost, so that most enterprises are in a state of loss.

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< p > for the confusion of the operation of the electricity supplier, Xia Lun min suggests: first, the online product positioning should be selected, focusing on how to form the difference with the original brand.

Second, introduce professional talents.

E-commerce is a very professional field for many textile and garment enterprises, which is completely different from the offline stores that have been operating for many years.

Whether it is network or WeChat, micro-blog and other platforms, enterprises need to understand both the home textile market and the professional talents of e-commerce and network technology. Therefore, the introduction or cultivation of talents is a top priority for enterprises to operate the electricity supplier.

Third, the government bridged the bridge.

The local government has the responsibility to provide appropriate help to the home textile enterprises and create a more relaxed environment. After all, the electricity supplier is still in the incubation period, and the government should also give support to resources and policies.

In addition, there are a number of organizations that can serve the home textile and clothing business providers, which makes it easy to engage in e-commerce brand, which is also a necessary condition for the sustainable development of e-commerce.

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