Month: October 2013

For the textile industry, the electricity supplier is undoubtedly one of the most important channels . As textile line high operating costs , resulting in high margin textile , low income , low efficiency level . The online rely on unlimited SKU, due to its convenient communication and data easy to accumulate in the consumer retail experience and insight has inherent advantages. This advantage is also the textile brand sells electricity has also been demonstrated : Bo Yang textile online channel sales have accounted for 45% of total brand sales , gross margin over 40% ; Fuanna 2012 online sales have reached 220 million million, gross margin over 50%.
But electricity providers also let the textile industry faces major challenges channels , the core is the home textiles channel control . Textile electricity providers how to ensure the orderly operation of the online channel ? And how they are coordinated with the line dealer interests ? Electricity supplier for textile production areas and what impact ? Let us look at the current textile industry supply chain survey .
” 30% growth era long gone ! ” This is Anna Fu , chairman Lin Guofang commentary on the textile industry . Although the market has great potential, despite the demographic dividend remains the same, although the total retail sales of social consumer goods is still growing, but the fact that the textile industry to bottom , are placed in the market environment embarrassing pattern of opposites .
Although there is no sports goods so tragic, but weak sales growth and cost rigid textile brand has been forced on them change path. Cost and volume as the core of the ” business -driven ” supply chain has become obsolete , and to flexibility and terminal retail core of the ” demand-pull ” supply chain who will change the direction of the textile enterprises .
E-commerce, as a new sales channel , due to its convenient communication and data easy to accumulate in the consumer retail experience and insight has inherent advantages. The past two years, the major electricity supplier performance textile brand very stunning, changes in the textile industry , the electricity supplier channels necessarily decisive . Therefore , from the perspective of electricity providers , try to dig textile enterprises transformation valuable information.
Mercury home textiles : flexible production , harmony control
Mercury Carolina , Anna Rich , Mendale similar , taking the ” Design – Production – Distribution + Direct ” mode, and it is also a direct channel electricity supplier . Mercury textile electricity supplier Director Wang Yan will tell ” world network operators & managers” reporter , strong production capacity and production flexibility is Mercury’s advantage , but also to bring business electricity supplier Mercury two advantages: First, a broad product line and the level of clarity, from low-end to high-end , different consumer classes of people can be in mercury Lynx flagship store to find the right product ; two is not afraid oversold quickly replenishment.
Wang Yan will give the nearest an example: Mercury textile participate in day of a cat is a core activity , one day more than 4,000 pieces of oversold , but he did not stop selling , but requires staff to continue to sell online , and then call production department , asking them to work overtime that night already make up the goods .
In addition to production capacity, circulation of goods online by Mercury as another key operations . Generally , goods flow usually requires attention to two points : First, the goods online and offline conflict ; two goods between different channels is an online deployment .
Speaking of online and offline to solve conflicts within the textile industry, several major brands practice varies. Anna Rich , Bo Yang will be online and offline goods segment , Carolina is the creation of online exclusive brand ” Rover ” and downplayed ” Carolina ” brand products online sales , while Mercury is implemented flexible online and offline goods under deployment .
Specifically: Mercury will create a special section online contributions , but also will line products into line, but do not occur simultaneously with the items in the two channels . When a large online events, the line will be a lot of goods on-line , SKU number jumped around from one thousand to two or three thousand ; when slow-moving models appearing daily sales , you can through online and offline channels to exchange clearance . Many line of slow-moving money online by playing a critical section , and the line of slow-moving models to the line , due to differences in consumer groups , but also to improve sales .
From the current existing online circulation of goods in the form of view , there are three common forms of circulation of goods : First, straight hair, that is, all goods sent from its own warehouse ; Second, warehousing , such as presence Jingdong, Dangdang and other platforms, goods delivered to the warehouse platform needs to be re- emitted therefrom ; Third sale channels, such as the only product .
Wang Yan would think that with a product , the distribution of the three channels is a problem , especially in a test of textile products such strong seasonal property , in general, sale channels cycle may take as long as 50 days , if the product can not sell is returned to inventory . In the increasingly volatile consumer demand today, picking a reasonable electricity supplier is a major test operations personnel .
Mercury textile current line terminal over 3000 , is the most widely used textile brand channels . Whether online or offline , Mercury are ” harmonious ” as the channel management purposes, standing distributor perspective, and to try to ensure that their interests. For online distribution channels , Mercury is more focused on communication and culture , mainly from the six aspects: First, train , product knowledge training ; Second, in order to maintain a unified image of the company , giving distributors page design help ; Third launched against the activities of distributors ; fourth is provided exclusively for the exclusive distributor of products, and to differentiate the different distributors , with products to guide its growth ; Fifth, rebates, gifts and other goods incentives ; six is to help distributors drainage, for doing promotion , investment and drilling exhibitions.
Carolina textile : Focus on stock structure, enhance the terminal sales
As a current listing of textile enterprises in Big Brother, many Carolina textile brand , with Carolina , ROVER , Carolina children , snow fort , Escada, Europe love Na, Su Qi , snow Ruidan , excellent family and so many well-known industry sub-brand . First half of 2013 , Carolina business electricity supplier exceeded billion yuan, an increase of 30 % to 40% , the growth rate can not be called quickly. To balance the conflict of interest online and offline , Carolina executives said : the future, online business will be ” Rover ” brand as the core, and gradually fade ” Carolina ” brand products.
Currently , Carolina will be more effort put online next . 2012 Carolina ‘s inventory turnover increased by 20% , as of the first half of 2013 , the absolute amount of inventory stocking roughly five months , accounting for 20% of income , especially in March after the big promotion , slow-moving inventory ratio increased payments .
In order to optimize inventory structure , improve retail capabilities , Carolina drawn up by the three short-to long-term strategy: First, build a replacement platform and communicate with the bank in order to grant the franchisee support ; second is to reduce ordering time, reduce the proportion of the first single , order to establish the production cycle can be matched with demand-pull channels ; three is to spend two to three years to complete supply chain integration projects , and strive to improve supply chain responsiveness , about 20% of vacant capacity in order to improve the ability repeat orders .
Fuanna : Depending electricity supplier for the international channel
Anna-rich products to enrich the flower and assertive tone color of the textile products in a very high degree of recognition . Its founder and chairman Lin Guofang I ‘m a flower design and color matching enthusiasts . In his strongly driven by Anna Rich will continue to ” Textile Art ” design philosophy to deal with the crisis in the industry .
In the personalization and differentiation , the rich Anna has to go in front of other textile brand . Distinctive features make training a group of enthusiast -class consumers , which gives the brand brings two benefits: First, the design is mainly concentrated in the printing process , which potentially reduces the production of the fabric kind of demand, making the cost of production decreased ; second enthusiast consumers to buy high frequency , and not sensitive to price , allowing for higher profitability . Low-cost, high premium is differentiated can bring direct benefits .
Fuanna another action for change is the “big home ” strategy , simply put, is the ” home integration “, that product line is no longer limited to traditional textiles, but to all home decor product extensions , pursuing a line terminal stop shopping ” home living museum ” mode. Anna Fu Weng Xing Zhi , director of marketing , said the future Fuanna living museum, not only can buy textiles , mattresses, sofas and other soft daily wear products , and even be able to buy home package , scarves and other products.
Carolina was the first large-scale test the water ” home museum ,” the textile brand , but according to our observation , the ” home shop ” business efficiency in general. So, for Anna-rich big shop strategy, we sidelines.
As Fuanna Another strategic focus – electric provider channel , the current revenue has accounted for 12.6% of the brand ‘s overall revenue . In the strict distinction between online and offline goods, two channels to basically solve the conflict of interests . Lin Guofang said the electricity supplier is not only Fuanna sales channel expansion of power, will be international window ; Currently, Anna Rich has opened up the Amazon, eBay and other international electricity supplier market, the future will Fuanna products to the world .
Comments on other brands
Multi favorite products targeted at young consumers . In recent years, health, fashion tonality prominent difference, and further proposes textile products ” fast fashion ” concept, and strive to be transformed into textile products from Durables FMCG . Textile industry is moving closer to the apparel industry , this trend has been quite obvious. More like the ” fast fashion” on the surface is a product and channel innovation, but products such as denim dyeing sectors involved in the current level of technology , the industry ‘s fastest production cycles are 50 days or more, coupled with the design and marketing chain , showing shorten time to market is not easy, but the key lies in technology innovation .
Bo Yang is the most mature electronic business channel development of the textile brand, from 2009 onwards, will be independent electricity supplier sector design, procurement and sales. The independent operation of the business electricity supplier is a major feature of Bo Yang . Line under the face of the industry downturn, Bo Yang ‘s strategy is to continue to tilt electricity supplier channels , and strive to better fit the product online consumer demand ( mainly concentrated in low-end products , customer price of $ 300 to 500 room ) . 2013 Bo Yang online program sales 450 million yuan , accounting for the proportion of total sales of the brand will reach 50% .
At present the domestic textile market concentration is still low, the top five textile brand ‘s market share less than 5% of the monks . Therefore, many small and medium textile enterprises the situation is also of concern . Many small textile enterprises lack of brand building , financial strength is weak, lack of design ( mainly imitate the big company’s products ) , channels immature ( offline channels confusion, electricity providers channel no experience ) . When the market is weak , the consumer demand is inevitable to focus on big brands , so small businesses how to make a living ? Certain segments of deep plowing , online and offline to create the star product may be way out .
Summary
At present, the textile consumption is to ” Light fitting , re-decoration ” direction . In the minds of consumers , textile products, practical attributes will gradually replace the decorated property . For manufacturers , segmentation and specialization will be a big trend .
Wang Yan will be introduced to the professional development will be Mercury textile , wedding, fashion and other concepts will not only be reflected in the product line , but also reflected in the channel terminal , the current Mercury textile wedding concept store has already begun trial , the future will be in full swing.
Ultimately, the textile enterprises in order to meet changing consumer demand , and can do this supply chain must have some of the following characteristics : First, the flexible production capacity ; Second, various aspects of effective coordination ; Third, rapid response ; four are powerful innovation ( design, production , sales, management , etc. ) ; five is sufficient differentiation ( including products and channels ) .

Long-distance running environment Supply Chain Advantage
Traditional clothing brand ” encirclement and suppression” Amoy brand
Traditional brand ‘s online services are gradually catching up networks native brand, its existing supply chain and brand influence is the key to victory .

Hangzhou Women network brand “Seven Princess” 2012 annual sales reached 350 million yuan . At the same time , the traditional Hang send women brand ” Qiushuiyiren ” in online sales of nearly 200 million yuan over the same period . Before this year , seven princess total sales 250 million yuan , Qiushuiyiren online sales but 50 million yuan . One year , 200 million yuan of the gap is reduced by 1/ 4 .
Certain category, the line of traditional brands online sales has surpassed even some network native brand. Such as Jack Jones and GXG occupation in 2012 of the ” double- October” single-store sales in the first two men will be a public network brand men’s play Mandizhaoya ; Luo Tuoshi home has summited men’s shoes category , the first few in the men’s network brand Mr.ing has microscopic trace ; Bo Yang , Carolina , Mercury, all friends, Anna Fu and other textile giant network did not give any chance …… traditional textile brand brand is replaced by a variety of network sales charts first few wind and water networks in the native brand.
Long-distance running environment Supply Chain Advantage
In 2012, the most widely popular online retail is a saying that “return to retail .” ” Competition in the retail supply chain and to some extent competing brands , traditional brand strengths in these two areas is self-evident .” Alibaba Group senior researcher Sheng Zhenzhong think so.
McKinsey released in June this year, the “China Electronics Retail Revolution” , which referred to a data: According to the statistics of 266 Chinese cities , spending $ 1 network , replacing the $ 0.60 of store consumption and generate about $ 0.40 incremental spending. This means that online retail sales will be moved to offline channels online , while also providing a more substantial growth environment .
IResearch data provides another interesting data: online shopping population will reach 269 million people by the end of 2013 . 2009 to 2012 online shopping population is 109 million , respectively , 148 million , 187 million , 228 million people . According to official data Alibaba first half of 2011 , the number of over 6 million Taobao sellers in August this year and more than 9.5 million . Higher than the number of stores online shopping population growth , this means that the online shopping market demographic dividend is disappearing from online retailers compete for incremental source , becomes a source of contention for both , promotion and therefore falls, sales curve appears bigger fluctuations .
Network brand is famous tricks is “high cost” , but the price war is the core of supply chain competition , on the same battlefield, supply chain, powerful or not is decided on the balance of the price war .
Network brands, can be like wheat bags , Korean homes have clothes like that with a strong supply chain enterprise is only a minority, the vast majority of the network brand supply chain have their weaknesses: a small amount of production . Network brand from the vendor ‘s price does not fight to win than the traditional brand discount, supply chain costs even higher ; promotion because often , leading to fluctuating orders , vendors complain incessantly .
In contrast with the network brand , traditional companies in the business when you have a huge online retail supply chain advantage . Pentium Electric able to deploy teams design products specifically for online retail and allocate production line online sales of products , this alone is enough to let the puppy appliances and other peer envy , because they need to be part of the design work, all of the production outsourcing to industrial design firms, manufacturers, and new product development, production can not keep up the speed of the Pentium appliances.
Traditional brands for online retail optimize their supply chains , and even on-line data is used to optimize the supply chain. This year has been acquired GXG Semir has 2,000 stores , GXG in the development of women’s and children’s clothing business , the first test market products to get online , and then to test market data for production, in order to optimize the supply chain. “For the development of online and offline synchronization of clothing brands, not only in order to sell electricity suppliers to do , but in the way the Internet to optimize the supply chain, reduce costs .” GXG electricity supplier departments Li Shujun said so.
Extension of the brand value
To convince the consumer side, the initial network retail Product Details formed by excellent sense of trust , and this has not changed . But as part of the network brands appear , as well as traditional brand presence , to persuade consumers to pay more than just the product details page . Brand influence trust allows consumers to reduce costs. Accumulated under the traditional brand online brand image, brand more accessible than the network of consumer confidence ; plus a reasonable price , it is easy to encourage consumers to order shopping. Tang lion had to do once in 2012 sales, with 29 yuan for low sales summer , this is definitely an attractive price plus Tang lion brand, so this promotion has sold more than 100 million yuan of goods .
GXG in Hangzhou Cabernet mall stores do not participate in discount activity , has always insisted on the original sales ; online sales , too, usually insist on not selling discount, only in the ” double- October” when there will be major events such as promotional activities . “No discount is in order to maintain brand image , does not affect line store business .” Li Shujun introduced the. After all, online business sales accounted for in GXG brand is not large , it is impossible to affect the brand image of the online business and offline business. Other clothing brands is similar, online business Qiushuiyiren 2012 sales of nearly 200 million yuan , the company’s total sales accounted for less than 8%.
Online operators are gradually thorough understanding
Lynx starts from 2010 held once a year “double eleven ” big promotion, the first year of the network is almost brand ‘s carnival, the second year of the traditional brand and network brand sales , and since 2012 of the ” two-eleven ” In addition to women’s beauty makeup, other categories are traditional brand to sing opera .
” 2011 ” double eleven ” first create a momentum , but businesses also suffered some damage, such as slow delivery logistics recipient , shops and other causes of inadequate stocking rates decline , but also exercise the shop operational capability. ability to enhance store operations embodied in the 2012 main “double eleven ,” not too many shops appear shipments inadequate, oversold , etc., the reaction rate is also very timely customer service . ” in recent years, an industry source commented Lynx “double- October” activities on the ability to promote the role of store operations .
Able to ” combat ” upgrade to the peak in response to the “double eleven “, which is the ability to enhance the shop operators a performance.
Behind this there are operators on online retail shop rules of the game , and the use of familiar methods .
First focus map , train , diamonds booths, Taobao …… almost every one day cat shop operators who are responsible for these terms are familiar , because these are Taobao, Lynx the most commonly used means of promotion ; Free Trial Amoy gold , Clearance Channel ……
These Taobao promotional channel Lynx on the waiting tables almost every day we put a cat shop wall .
Do not understand the online retail , Please give operators Trader , self team operations, which are some of the traditional brand awareness on the different stages of online retail initiatives . Traditional brand or through acquisitions team , or find their own way , the ability to Lynx , Taobao limited promotion, marketing, learn and flexible application platform , quickly lift sales. Both of these methods for enhancing the brand image , or for the promotion of sales, are a recipe.