What Are The Roles Of E-Commerce From "Internet+Textile" To "Textile+Internet"?

　　 From "Internet+Textile" to "Textile+Internet", what role does e-commerce play in the textile industry?

Now, on the basis of standing firm in their respective fields, major e-commerce platforms continue to vertically integrate the upstream and downstream resources of the industrial chain“ Internet plus X ". The rise of online celebrity, we media and content entrepreneurship is not entirely due to e-commerce, but they are well aware of the essence and rules of "X+Internet". The transition of textile e-commerce from "Internet+textile" to "textile+Internet" is ushering in the advantages of time, location and people.

　　 Aim at the target and do the market

　　“ online retailers ”The "store merchant" of the era can't do well, only can't do well.

"We used to be a traditional textile enterprise. In recent years, the Internet has changed people's lifestyle in an overwhelming way. This time, we want to listen to the suggestions of relevant experts and other textile enterprises on the combination of traditional industries and the Internet when we participate in the activity of" science and technology services into the market ". We really need service support in this regard." Pan Kecai, the person in charge of Shaoxing Kaiqiang Textile Co., Ltd., told reporters at the "Science and Technology Services into the Market" activity held recently by the online textile city and the big science and technology market in the north market of China's textile city.

In order to speed up the comprehensive integration of the online market and the physical market, at the 2016 China Light Textile Urban Construction and Management Committee Cadre Conference held at the beginning of the year, it was clear that one of the key tasks of this year included "the online turnover of the online light textile city is planned to exceed 20 billion yuan in 2016, and more than 80% of the business households throughout the year will participate in the online light textile city platform or independently carry out e-commerce activities". Making the online market bigger and stronger is an important measure in the process of "three entrepreneurship" of the textile city.

In addition to e-commerce related activities entering the market, China Light Textile Urban Construction and Management Commission has also set up a site in Beilian Market - e-commerce service center to provide services to Beilian Market, Beilian Market, Dongsheng Road Market, Tianhui Market and other professional markets. {page_break}

The staff are active in major market outlets and textile enterprises in the district every day. They are mainly responsible for providing a series of services for market merchants, such as planning, station building and store opening, store optimization, promotion and drainage, operation management, e-commerce training and consultation. At the same time, it is also configured in the e-commerce service center Fabric , curtain finished products and other professional textile studios to shoot the main fabric products for merchants, help them to display their products online, and more quickly serve the market operators, so as to improve the e-commerce atmosphere and level of the entire China Textile City physical market.

The person in charge of the e-commerce service center said that according to the implementation of initial services, many merchants began to try online distribution after e-commerce services. "At present, as a pilot project, the service center built in Beilian Market is expected to establish service centers in other markets of the Textile City in the future to promote this convenient service model."

In the e-commerce era, the China Textile City Construction and Management Committee is well aware of the actual needs of the operators of the textile city: the first problem for enterprises to carry out e-commerce construction is positioning. The establishment of e-commerce service centers in light textile city markets to provide useful e-commerce information and thoughtful services for business operators is the basis for establishing and improving the textile e-commerce mechanism. Market economy advocates consumer sovereignty, and consumers here are market operators. For market operators, too strong awareness of self promotion will inevitably lead to their blindness, and the landing services can help them to accurately position themselves.

　　 Ushering in an all-channel turning point

The era when businesses are smarter than consumers is fading. Businesses must adopt an omni channel strategy to meet the needs of consumers to choose channels independently.

There are three kinds of consumer experiences, namely, basic needs satisfaction, convenience and pleasure. The biggest advantage of e-commerce over physical stores is the convenience of purchase. This has led to the impact of e-commerce on traditional industries. In addition to the increase in raw material costs and labor costs in recent years, enterprises have suffered from multiple attacks. However, for textiles with high requirements for hand feel, it will be suddenly clear for textile practitioners to change their thinking.

As Ding Qiong, the head of Shaoxing Xipu Woolen Textile Co., Ltd. in Dongsheng Road market, said, "I am willing to try multiple channels. Offline stores and e-commerce are not competitive but complementary. As operators, we should provide omni channel services from the perspective of consumers." {page_break}

According to Ding Qiong, Xipu Woolen Textile mainly sells all kinds of medium and high-end woolen fabrics, and its customers are oriented to various fashion trends Women's wear At present, it has cooperated with women's clothing brands such as Zhuoshang, Sancai and Qiushuiyiren. As a member enterprise of the online textile city, Ding Qiong said that the product quality determines the price, and the high price will affect the online order rate of consumers to a certain extent, but this does not mean that the company will ignore online sales. "Now consumers' demand is not limited to the product itself. The advantage of offline stores is to provide services. The overall market strategy as a brand must integrate tangible and intangible stores, and online stores play a role in image promotion to a large extent."

Although textiles are not end products, customers also pursue consumption experience. The value of omni channel is to make customers get the products and services they need more quickly and conveniently.

Shaoxing Dingmian Textile Co., Ltd. from the northern market is mainly engaged in all kinds of medium and high-end cotton fabrics and flannelette fabrics. Zhu Xiaomei, the general manager, put forward her concept of omni channel layout to influence and close to customers from multiple perspectives. "I have always adhered to the omni channel approach of 'store+official website+Tmall flagship store+mobile APP'. In fact, many textile workers have realized the importance of these links," said Zhu Xiaomei.

At present, there are many stores in the textile city market where father and son are responsible for managing at the same time. Many elderly store managers still lack knowledge of e-commerce. However, walking in the major markets of textile city, they will find that fabric buyers are showing a trend of growing younger. This gave enterprises the opportunity to operate through multiple channels. Zhu Xiaomei told reporters: "The coupons and QR codes displayed on the online platform for scanning to the physical stores are all provided for the consumption of stores, so as to ensure that customers are diverted from the online platform to the stores and the advantages of fabric products are brought into play offline."

In fact, consumers don't care what channel they buy from or whether your sales channel adopts emerging technologies. What they care most is whether this consumption channel is convenient and efficient. The era of single sales channel dominating the world has long passed, and now consumers will compare the price on the official website even when they go to the department store to buy clothes. The same is true for textiles. How to make full use of the omni channel strategy to provide customers with the best service is the key point to "capture". {page_break}

　　 Cultivate internal skills and stick to yourself

This is the consensus of almost everyone: e-commerce will not replace the traditional fabric industry Fabric industry It will not "abdicate".

In the recent e-commerce demonstration site creation work carried out by the Information Statistics Department and the Circulation Branch of the China Textile Industry Federation, Zhejiang China Textile City Network Co., Ltd. was successfully selected as the "China Textile and Clothing E-commerce Public Service Demonstration Base". As an e-commerce platform with 2060000 textile industry members and 620000 shops, Zhejiang China Light Textile City Network Co., Ltd. has been committed to changing the textile industry with the Internet. As of May this year, it has achieved a total online and offline transaction volume of 41.429 billion yuan.

Zhejiang China Textile City Network Co., Ltd. has two textile e-commerce platforms, namely, the online textile city and the global textile network. The online textile city and the global textile network exchange data backstage, while improving the operational efficiency and capacity of the two platforms. At the same time, the online textile city and the global textile network bear the responsibility of clear division of labor. Among them, the online textile city focuses more on integration with China's textile city market, providing e-commerce training, e-commerce service centers and other services for market operators, while the global textile network focuses on global development and overseas market expansion. These two platforms have played a key role in the development of Keqiao textile e-commerce, and also urged them to adhere to their "mission".

These two platforms make use of their accumulated users, textile brands and other resources in the field of Keqiao textile e-commerce to vertically integrate relevant industries upstream and downstream of the industrial chain, better coordinate various businesses, and create a more complete e-commerce ecosystem in Keqiao.

Shaoxing Aoding Textile Co., Ltd., as an "elder" member enterprise of the online textile city, has witnessed the strong e-commerce atmosphere and technological progress of Keqiao. "The effect of selling fabrics online has far exceeded expectations, and the company will update its new products online as soon as they are released. Keqiao, as the textile capital, will have great prospects for developing textile e-commerce here." Wang Jiajia, head of e-commerce platform of Shaoxing Aoding Textile Co., Ltd., said.

Indeed, throughout the major platforms that constantly "conquer cities and territories" in the e-commerce industry, JD has vertically integrated the logistics industry by using its accumulated user and brand resources in the e-commerce field, bringing high-quality and reliable consumer experience to customers; JumeiYoupin, with its strong brand effect in the beauty industry, began to try the multi habitat film and television business... These e-commerce enterprises, on the basis of standing firm in their respective fields, constantly vertically integrate the upstream and downstream resources of the industrial chain, and make an attempt to "Internet+X".

On the other hand, the rise of online celebrity, We Media and content entrepreneurship is not entirely due to e-commerce, but they are well aware of the essence and rules of "X+Internet". The transition of textile e-commerce from "Internet+textile" to "textile+Internet" is ushering in the advantages of time, location and people.