E-Commerce Brands Reshape The Production And Marketing Process Of Factories

The baby's underwear was sold for the first time in a month;

"Yan Liang Yan" and "Yan Liang Yan" have been working together with the famous brands of "Yan Liang Yan" and "Yan Liang Yan" The reporter learned from Alibaba recently that during the epidemic period, although the textile industry was greatly impacted, the online sales of emerging fabric products showed a trend of adverse growth.

Fabrics, a raw material field that does not seem to directly intersect with e-commerce, is focusing on online to open the road to digital transformation. In Guangdong, more and more fabric manufacturers have joined hands with apparel e-commerce to innovate the production and R & D mode, complete category innovation with unprecedented efficiency, and quickly push more "super fabric" products to the market.

According to the reporter's understanding, at present, more than 700 professional markets in Guangzhou have all opened Taobao live, Taobao, tmall and 1688 online stores to accelerate digital transformation through innovation and cooperation, which has radiated to the whole industry of Guangdong. As the professional market accelerates the online layout, the traditional fabric industry is also accelerating the digital transformation, and the e-commerce clothing industry is moving towards deep collaboration.

Fruit dyed fabrics are highly praised

"Buy clothes to look good and comfortable. Good fabric is a magic weapon to conquer the market. " In recent days, the first group of big data of tiangemao said that it would promote the fabric industry.

The exquisite "chopper party" is bringing a wave of new opportunities to fabric factories. Cai Xiaojia, the person in charge of Guangzhou Yatong Textile Co., Ltd., is one of the earliest fabric suppliers to capture the trend of infant and child clothing. "Children's clothes, fabric is the soul." Cai Xiaojia said. In 2014, after his baby was born, he found that there were hardly any fabric suppliers focusing on infants and children in the market. Later, he began to focus on making baby and child fabrics, and his reputation in the industry gradually rose. Four or five years ago, he started to cooperate with e-commerce brands, and now online shipment accounts for 70% of the total performance.

Zheng Wei, the brand leader of tmall aqpa (AIPA), is one of CAI Xiaojia's cooperative customers, and its one-on-one Romper is among the top sellers on tmall. Because of his understanding of fabrics, Zheng Wei, as a father, once flew to an international brand store in Zhejiang Province to buy a saliva towel for 200 yuan.

"Guangdong fabric R & D innovation ability is very good, can cooperate with e-commerce to produce cost-effective products and supply to the market." Zheng Wei said. It is said that the fruit dyeing technology developed by the fabric master he Chibin is more powerful than that of plant dyeing. He immediately went to the fabric factory to taste the printing and dyeing water, and won the first application cooperation of fruit dyeing in China with sincerity. Nowadays, the mouth towel with fruit dyed fabric has been launched in tmall stores.

High quality brands are chasing after high-quality fabrics, and the leaders in the fabric industry are also strictly selecting partners. The strong growth of e-commerce brands is reshaping the production and marketing process of fabric factories.

"Domestic consumers have a strong demand for good fabrics. We sent out 3000 pieces of fruit dyed baby underwear in a month, and the number of repeat customers reached 100% He Chibin, who has more than 30 years of experience in the fabric industry and is known as "fabric master", is surprised. With the outbreak of new crown pneumonia, foreign trade orders have shrunk rapidly. He tried the domestic demand market and bet on the online market. He joined hands with clothing e-commerce Zheng Wei to apply fruit dyed fabrics to the mother and baby market. The newly opened tmall shop has achieved brilliant sales results.

Professional business district transformation Online

At the same time, the accurate big data provided by e-commerce also allows fabric manufacturers to constantly innovate the production research mode. "It's like discovering a new continent." Guangzhou Changfeng fabric manager Mr. Zhao said. Changfeng started to contact Taobao last year and is cooperating with more and more e-commerce brands. Today, Changfeng has developed a rapid response strategy according to the demand of e-commerce, and the fastest delivery time can be 3 days, which surprised peers. Not only that, through Changfeng's new data Department, customers can even observe the empty situation of dyeing vats and place orders in real time.

During the epidemic, the textile industry was greatly impacted, but Changfeng was hardly affected. In addition to performance growth, for Changfeng, the greater benefit of "electric shock" lies in the fact that the massive data of e-commerce can make it one wave ahead and grasp the pulse of the market, and its partners will provide it with accurate research and development direction.

"National fabrics look at Guangdong, Guangdong fabrics look at the big." It plays an important role in the textile industry in Guangzhou. The fabric enterprises and businesses in this area were affected during the epidemic. In particular, the main foreign trade file, orders have not been restored. According to the latest statistics of the General Administration of customs, in June 2020, China's textile and clothing exports fell by 1.77% month on month.

The epidemic situation forced CUHK fabric business circle to speed up the online transformation. Du Zexing, the boss of the post-90s generation in Zhongda business district, opened a Taobao store with the idea of having a try. In the past six months, despite the lack of visitors, the online store has maintained a performance of about 200000 yuan per month, which has become a life-saving straw to support the business.

It is understood that the fabric professional market "into the Tao" posture is very diverse. Wyoooni (ruishang) is a fast fashion fabric company. Because it is good at providing fashionable fabrics with quick data insight, it has become a "dark horse" in the business circle of China University. Recently, ruishang's Taobao store opened, and the boss's goal is very clear: "this is our online exhibition hall. In the future, customers can also feel the products intuitively through live broadcasting without going out. "

More fabric manufacturers take advantage of platform projects to join Taobao. Yuan Yanan, the second boy of Taobao industry, introduced that in order to make good fabrics quickly connect to the clothing brands of flexible production, Taobao started the centralized purchasing project last year, bringing fabric merchants and brand merchants together to connect supply and demand, attracting more than 100 fabric manufacturers to join in, and hundreds of thousands of Taobao sellers purchased on the platform. No matter how large or small the purchase volume is, Taobao tmall merchants can quickly find reliable suppliers through the centralized purchase of surface and auxiliary materials, get preferential prices, and reduce the pressure of their own goods preparation, with faster and more flexible response.

Industrial collaboration goes deeper

"What we did in the past eight months can now be done in two months." According to shigeun, the digitalization of "Taotao" of fabric manufacturers is driving the whole industry to go deeper.

In the traditional mode, fabrics need to be researched and developed two years in advance. Feedback from many clothing brands shows that the speed of category innovation is often blocked by fabrics. Since last winter, tmall women's wear launched a fabric project with category innovation as the goal, and released the insight of consumption trend to brands and fabric suppliers at the same time, so that fabric factories can seize the market demand from the beginning of research and development, so that both sides can effectively complete category and technical innovation, and finally quickly push more good products to consumers.

In the early stage of the project, more than 10 fabric manufacturers were attracted to test the water. Guangzhou Beijiang textile company mainly deals in denim fabrics. After joining the project, it has successfully cooperated with more than 30 clothing brands. Zhong Zhangwei, marketing director of Beijiang Textile Co., Ltd., introduced that the company cooperated with lily and handu clothing houses with super cool fabrics developed by Beijiang Textile Co., Ltd. to create personalized cool jeans such as "ice cream", which are very popular in the market. During the outbreak, sales of emerging fabrics increased by 180%. As a fabric manufacturer, Beijiang textile company has also completed the upgrading and application of technology and aesthetics together with clothing brands, which has produced greater value.

Guangzhou Bureau of industry and information technology recently released the "on deepening industrial Internet empowerment" The action plan for building five digital characteristic industrial clusters puts forward that the transformation and upgrading of traditional industries should be enabled by the industrial Internet platform, focusing on five advantageous industrial clusters, such as textile and clothing, so as to promote the transformation of traditional industrial clusters to digital industrial clusters and the development of production mode to large-scale personalized customization. At present, whether it is to open stores to sell goods, display or gradually in-depth platform cooperation, the fabric professional market attempts are exciting, but also released the signal of traditional industry actively to digital transformation.