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The delayed epidemic has pressed the "pause button" for some offline activities, but pressed the "accelerate button" for online live broadcasts.
The online concerts of Jay Chou, Stefanie Sun and other stars have attracted millions of netizens to check in and watch; the cloud fitness "follow Liu Genghong to check in" is even more popular...
The wave of "live streaming" is also shifting from textile terminal consumer goods to mid-end, and more B2B business activities have moved from offline sales to live streaming platforms.
Textile circle live broadcast heating up
On June 17, the 3rd International Dyestuff and Auxiliary Online Fair attracted Zhejiang Longsheng Group Co., Ltd., Shanghai Anoki Group Co., Ltd., Hubei Liyuan Technology Co., Ltd., and Zhejiang Boao New Materials Co., Ltd. Co., Ltd. and many other domestic and foreign outstanding enterprises participated in the exhibition. According to incomplete statistics, during the 11-day sale, the platform held 20 live broadcasts and handed over the transcripts of 700,000 onlookers.
In fact, while the e-commerce platform is vigorously promoting live broadcasts, my country's textile and fabric enterprises have also sounded the clarion call to enter the live broadcast economy.
Shaoxing Peerbolan Textile Co., Ltd. is mainly engaged in various kinds of fine woolen fabrics. "Affected by the complicated situation, at this stage, our sales are mainly on major online platforms at home and abroad, and live broadcasts are often carried out. At the same time, a lot of energy and funds have been invested in the research and development of new fabric products to continuously improve the quality." Li Shang, general manager of the company Yu said that this year, the company began to expand from fabrics to garment manufacturing, expanding new development in new channels, and sales in the first quarter increased by about 15% year-on-year.
Juheng Textile Co., Ltd. has expanded its business scope from a single wholesale to a combination of wholesale and retail. Today, the company has set up a live broadcast team of 5 people, with an average of five or six hours of live broadcast a day. "Next, I'm going to open another live account." Jin Ximeng, the company's relevant person in charge, said.
In addition to the enterprises themselves relying on live broadcasts to sell goods, there are also local clusters working together to build platforms to connect with downstream customers. A few days ago, Zhejiang Keqiao District Commerce Bureau and China Textile City Group announced that they will jointly build Keqiao's first live broadcast e-commerce base, which is expected to exceed 20,000 square meters. At the 2022 China Shaoxing Keqiao International Textiles, Fabrics and Accessories Expo (spring) held in this place, the live broadcast of "Digital Textile Expo" and the online procurement matchmaking event were launched simultaneously. In three days, the live broadcast helped 71 exhibitors pass the The new media platform carried out corporate exposure and displayed more than 1,000 fabrics online, attracting 242,000 views. Coincidentally, at the previous China·Chaoshan International Textile and Apparel Expo, Guangdong Shantou Textile and Apparel Industry Association simultaneously launched the "cloud" shopping exhibition. Through live broadcast, VR technology, platform functions, etc., it made up for many merchants who could not come to the scene. Pity.
In this regard, Zhu Meixiaoling, manager of the exhibition department of the Preparatory Committee of China Keqiao International Textile Expo, said that the fabric industry needs to actively try some new technologies and models on the B-end. She said: "Now live broadcast has become an important sales method for textile enterprises. Different from live broadcast delivery for clothing brands, this is a new model that requires continuous trial and practice."
"Cloud Docking" Boosts Confidence
The epidemic has continued for a long time, and online live broadcast has long been not only the embellishment of people's home life, but also a powerful tool to help the manufacturing industry resume production and work.
In mid-March this year, the sudden local epidemic poured cold water on the Fujian Shishi textile industry, which entered the spring and summer peak season. Until mid-April, the opening rate of merchants in Shishi Garment City and Shishi International Textile City was only 50%.
"Thanks to the online live fair." Some businessmen sighed. On April 18th, Shishi City launched the 3rd China (Shishi) Online Live Fair. As an important part of it, the China (Shishi) Textile and Apparel Supply Chain Matchmaking Conference (Online Cloud Exhibition) finally obtained the intended order 1.3 billion. The matchmaking meeting was organized by the Shishi City Fabric Industry Association. More than 20 local high-quality fabric companies, including Tailong, Federal Sanhe, Xinxuhui, Yisheng, Junwei, Jinfengsheng, Jinnuo Zhongyuan and Jingwei Yibu, participated in the exhibition together. "Product release + cloud exhibition display" interprets and explores new trends in noodles, accessories, and clothing in fashion, technology, and innovation.
"This cloud docking activity is of great help to the company, helping us resume work and production, build confidence, and further boost the company's popularity and reputation." The relevant person in charge of Federal Sanhe said. It is understood that with the help of live broadcast, the resumption rate of Shishi textile industry has exceeded 95% after more than ten days.
In Zhejiang, a similar scene is also happening. "Online communication is very convenient now. I often broadcast live broadcasts to send out the signal that the Keqiao textile industry has fully recovered, so that the upstream and downstream supply chain merchants can understand and let everyone have confidence in us." Zhejiang Buchuang Textile Group Co., Ltd. Qian Shuijiang, the person in charge, said.
Many of Haotian Weaving Co., Ltd.'s business comes from online, and using WeChat to negotiate business has also become the normal work of the company's responsible person. "In response to the impact of the epidemic, the company has increased its online marketing efforts, especially to acquire customers through WeChat live broadcast. It helps us to regain lost orders. At present, the incremental new customers obtained through live broadcast are the ones obtained through live broadcast before. What traditional channels cannot reach, the live broadcast based on WeChat ecology can spread through the fission of the industry crowd, attracting more precise people to join." The above-mentioned person in charge introduced. "
Chen Lixin, an expert on digital fabrics from Lingdi, said that digital transformation will bring new development opportunities to fabric companies, and digital strategy is an important engine for the long-term growth of textile companies. "Live broadcast sales in the textile industry are likely to become a new trend. In the future, relevant companies should actively explore more models and methods suitable for online sales, so that the characteristics of fabrics and online sales can be more effectively integrated."
"Cargo capacity" is still to be explored
However, it is not so easy for textile companies in the middle and upper reaches of the industrial chain to obtain a stable source of customers through live broadcasts, compared with the realization of live broadcast traffic by clothing brands close to the terminal.
"We usually use live ordering fairs jointly organized by multiple companies. Each live broadcast has several brands to show off. If the number of viewers of our live broadcast can exceed 50, we will be satisfied." There are few live events, but most of them have little effect. "Especially in transnational invitation-style live broadcast events, buyers often go offline for no reason." The person in charge said that although live broadcast is a major trend now, many peers are trying live broadcast, but there is no basis for it. Under such circumstances, the on-site response and the transaction effect were both unsatisfactory.
Chen Lixin said that the transaction of textile products is usually a transaction between enterprises, the transaction volume is relatively large, and it is very different from the retail mode of consumer goods. "If you want to capture the psychology of customers, you need a lot of preliminary work to lock in the user group and gain the trust of users." He said that after clarifying the needs of users to watch live broadcasts, it is also necessary to formulate live broadcast content strategies that are different from consumer goods.
"Compared with the random consumption of ordinary consumers watching live broadcasts, B2B transactions are planned purchases, the decision-making cycle is relatively long, and there are many issues to consider, such as product quality, profit margin, offline display, etc. Therefore, it is necessary to The integration of activities such as ordering, group buying, discounts, and instant kills will increase activity and improve sales efficiency while attracting audiences." Chen Lixin said.
In this regard, Ke Shunfei, general manager of Shaoxing Keqiao Chuanye Knitting Co., Ltd., also has a deep understanding. Chuanye Knitting mainly produces lace fabrics and lace trims. Since 2018, it has developed the online market, and its sales have exceeded 10 million. He said that most people still take a wait-and-see attitude towards online sales of fabrics, and the company once chose to close its online store. However, under the current situation, in order to open up a wider market as soon as possible, the company chose to start the road of e-commerce exploration again.