Leverage The China Needle Association To Expand Channels And Business Channels To Jointly Seek Development

　　 Internet era: how to do business in "China Needle Association"

When the "12th Five Year Plan" of China's home textile industry is more than half implemented and the "13th Five Year Plan" is about to start, the development of China's home textile economy is entering a new stage and a new normal of trend has emerged. Looking back on the past, China's home textile industry has made great achievements in its rapid growth for more than 20 years. However, with the change of population structure, the rise of factor costs, and the increasing pressure on resources and environment, China's home textile economy will inevitably shift from high-speed growth to medium to high-speed growth, from irrational structure to structural optimization, and from factor input driven to innovation driven, From implicit risks to facing multiple challenges, Home textiles How can enterprises survive against the trend in the new normal economic environment? How to balance the relationship between offline stores and online business under the pressure of emerging emerging channels in the Internet era? How to compete among deer exhibition Strive to maximize the brand influence and the volume of business cooperation? The 97th "China Needle Fair", which will be opened in Shanghai New International Expo Center from March 12 to 14, 2015, will open up puzzles and surprises for exhibitors.

　 Open up channels and promote business cooperation

It has always been the primary task and unchanging purpose of "China Needle Fair" to help exhibitors expand channels and achieve business cooperation. Therefore, in each exhibition, the investment summit, professional forum and other activities are arranged with many highlights, and all kinds of activities focus on the "business" of investment, hold high the banner of innovation, and strengthen the service function of the platform, So that exhibitors and visitors can really get real results and beneficial exchanges through the exhibition. It can be seen from the high popularity of the "Brand Enterprise Online and Offline Omni channel Investment Summit" jointly held by China Textile Commerce Association and E-Commerce College during the "China Needle Fair" last year.

Li Jianhua, President of China Textile Commerce Association, believes that the combination of e-commerce and traditional enterprises is an opportunity, but also a combination of trade routes. In the current situation of increasing pressure on the traditional market, it is an inevitable trend for enterprises to "reach the net". How to avoid detours and expand sales channels with the best platform is a new topic for enterprises. The cooperation of mature e-commerce platforms can be described as a combination of strong and strong. For enterprises, whether to expand overseas markets or domestic markets is a booster, The key is to see who can operate the platform well, and who can take the lead in the market.

Nowadays, e-commerce is rising rapidly, and e-commerce platforms such as Tmall, Jingdong Mall, Alibaba, etc. have gradually become the main channels for enterprises to compete with their products online retailers The marriage is not only the best opportunity for traditional enterprises to collide with e-commerce wisdom and seek the way of e-commerce, but also an excellent opportunity to help enterprises expand online marketing channels and open the door to wealth. However, the rapid development of e-commerce, an emerging channel, has really impacted the traditional sales channels of many enterprises. Many enterprise heads frankly said that how to reconcile online and offline conflicts has become the "secret recipe" that enterprises are looking for.

For channel expansion, Han Dan, general manager of Sanli Towel, has his own deployment. "At present, Sanli has relatively stable agents in all provinces, and online as an area to be filled will be our key breakthrough. The company will recruit allies based on online flagship stores, hoping to expand online business faster. In 2013, Sanli's online sales were 30 to 40 million yuan, and we may have doubled in 2014. The company has established a warehouse of 5000 square meters, providing a strong logistics guarantee for the expansion of online channels. In addition, we will also increase investment in advertising and other marketing methods. " Han Dan said so.

Han Dan said that in order to avoid the online and offline conflicts of brands, Sanli differentiated the online and offline product categories according to the different characteristics of customer groups to achieve differentiated sales. "However, we only distinguish between categories, but not quality. Sanli online channels will also focus on transmitting brand image, and we should be a brand with character and quality."

In the home textile hall of the last "China Needle Sewing Fair" Design With the theme of "jungle whispers", the hall is full of green trees, just like an attractive outdoor jungle "fascinating". All kinds of towels and bath towel products are displayed on the display shelf in the shape of elephants, elks, rabbits and other animals, so that customers can directly pick up what they need in the nature. Such a fresh and user-friendly design has won praise from customers, It also attracted a steady stream of visitors to the exhibition hall. Han Dan told the reporter: "The designers of Sanli will find design inspiration, determine design direction, and then launch different series of products and set exhibition themes according to market demand and domestic and foreign fashion trends every year. In recent years, consumers have paid more attention to the ecological environment. Naturally, towel, bath towel and other skin friendly products should pay more attention to nature and environmental protection. For this reason, a series of new towel products with quick drying, beauty and skin care effects, focusing on "skin beauty whispers", have been developed Fabric It does not contain formaldehyde and dye, and the price is acceptable to the people, aiming to guide the healthy consumption of towels. "

　　 Attract popularity to enhance brand influence

In the Internet era, how to quickly approach and stick to target customers and expand in their groups brand The influence and brand reputation promotion are the directions that home textile enterprises care about and constantly try new things. For this reason, WeChat interaction has become a new tool for many enterprises to gain popularity on the site of "China Needle Association". Scan the official WeChat QR code of the brand, and respond after success, and you can win small gifts prepared by merchants. Facts have proved that this "affordable" marketing method makes the audience buy it and the merchants profit. In front of the booths of many brand enterprises, people always queue up to scan the QR code.

When talking about the new marketing mode, the person in charge of investment promotion of many enterprises said that at present, enterprises are beginning to prefer the exhibition mode of "emphasizing reality and neglecting show". After the audience scans the QR code and pays attention to the brand, they have established a relationship with the company. Through this channel, they can learn about products, investment promotion and other information. Maybe some of them will turn from potential customers to brand partners.

Fujian Longyan Magpie Textile Co., Ltd., which has participated in the "China Needle Sewing Fair" for five times, is a well-known domestic towel production enterprise focusing on manufacturing medium and high grade towel products and integrating research, development, production and sales. For more than 40 years, the company has adhered to the strict, detailed and practical work style, established a reliable quality assurance system, passed the ISO9001 international quality system certification and implemented the enterprise ERP management system. The "Magpie" brand towel series products produced by the company are famous in the market for their complete variety, novel style, excellent quality and other advantages. They have been awarded the first batch of famous products in China's home textile, famous trademarks in Fujian Province, and the first batch of star rated products in national towel enterprises.

When talking about the feelings of participating in the "China Needle Sewing Machine Fair", the head of Magpie Textile Brand Operation Department said that the biggest gain of participating in the "China Needle Sewing Machine Fair" was to improve the competitiveness of products, accumulate new dealers and increase brand awareness. From the past exhibitions, the number of new brands and special decoration exhibition halls has increased, which proves the platform charm and popularity of "China Needle Association" with examples. To this end, in preparation for the 97th“ Zhongzhen Hui ”At the time of the booth, the company especially improved and upgraded the image of the booth, divided the products more carefully, and repositioned the "Magpie" brand layout in the domestic market in order to more accurately seek business partners.

Recall that after the 2014 "Double 11" online shopping festival, words with visual impact such as "the sales of home textile giants exceeded 380 million yuan", "the sales of 10 hour home textile single stores exceeded 100 million yuan", and "the home textile e-commerce brand" Double 11 "has won three consecutive titles" marked the perfect end of the home textile online shopping festival at the same time, but also once again strongly reflected the changes in consumer shopping habits. At present, online shopping has become the choice of more and more people