Listen carefully to the good advice from home textile e-commerce companies
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Editor’s note: The development momentum of e-commerce platforms in the past two years has slowed down slightly compared to previous years, and the same is true for the home textile industry. However, this does not mean that the online progress of home textile companies will stop, but it reflects the home textile industry. There is an urgent need to optimize the market competition environment, improve product quality, and rely on innovation to win through collective efforts. In view of the current progress of online platforms, lectures and reports on e-commerce, big data and other fields have sprung up in China. Home textile entrepreneurs who are interested in expanding online channels are shuttled among them, but the results are uneven. However, the e-commerce forum held during the China Household Fabrics and Accessories (Autumn and Winter) Expo has been a reserved item of the exhibition for many years and has been regarded by exhibitors as a classic event not to be missed, because the e-commerce giants attending the forum come from all over the country. The speeches of those on the home textile frontline of major e-commerce platforms can often give more intuitive guidance to home textile companies.
In this issue, professionals in the field of home textiles from 4 home e-commerce platforms including Yihaodian, Tmall Mall, Lanting Jishi and Jumei Youpin were interviewed. As “permanent” guests of the e-commerce forum, they have a deep understanding of home textile companies. A lot of good advice has been put forward on how to better operate e-commerce sales and develop brand online channels, hoping to provide assistance to the online development of home textile companies.
A new trick: flash sale
Keywords: resources
Intimate suggestions:
1. Adjust the company’s human resources structure and recruit young and creative backbones;
2. We must work hard on customer service. Online shopping users are very concerned about after-sales service;
3. Be fully familiar with the characteristics of each mainstream e-commerce platform in order to make better use of platform resources.
Yu Lei, Director of Customer Investment Promotion Department of Yihaodian Mall
At present, home textile products are concentrated from production lines near Nantong City, Jiangsu Province, which makes the products in the home textile market very similar. Most home textile products have relatively traditional designs, colors and styles, which cannot meet the needs of consumers of all ages in the market. In recent years, some new brands have appeared on the market, some of which can form a stand-alone design style and are more favored by consumers. The home textile products we have recently come into contact with from Guangzhou and Shenzhen can reflect a more independent design style, which is closer to life and more fashionable, and the market response has been very good.
In addition to improvements in colors and styles, companies can also work on segmenting product functions. Whether it is a new or old home textile company, if it can make a major breakthrough in materials, I believe it will not be difficult to become a leader in the industry. Judging from the online sales of home textiles in recent years, consumers will prefer products with some innovations or improvements in fabric materials. If they can be labeled with “patent”, “scientific research” and other labels, they will become an online promotion for enterprises. A signature product with excellent quality has the opportunity to become a dark horse in promotions.
At present, some home textile companies still do not have a comprehensive understanding of online platforms. They believe that selling off goods and clearing inventory are the key to the online development of home textile brands. In fact, this is not the case. I believe that in addition to focusing on the ability of e-commerce platform sales to solve a large number of unsalable products, companies should also focus on promoting and introducing brands online. As far as the brand is concerned, online promotion and publicity will be much more efficient than offline expansion. It can quickly increase the brand’s market visibility and attract a large number of consumers. Therefore, home textile companies should pay attention to raising the requirements for customer service personnel while conducting discount promotions, so that consumers can strengthen their understanding of brand culture, image, and services while purchasing products of this brand, and form a stable customer base.
In fact, e-commerce platforms not only provide enterprises with the opportunity to face consumers directly and fully compete with their opponents, but also provide enterprises with opportunities to connect with more channel resources. Before entering an e-commerce platform, companies need to fully optimize and adjust the integration of internal departments and online platform-related departments, hire young employees who are more familiar with online platforms and have more fashionable thinking, and fully understand the platform’s customer base structure, The shopping habits and income of the platform’s customer groups can be used to better grasp the needs of the target group when formulating sales strategies, and provide guarantee for the final sales process during the planning stage. The difference between e-commerce platforms and offline physical sales is the correlation between online traffic, clicks and sales. Therefore, companies also need to understand the way merchants on each platform capture traffic, and be familiar with the platform’s annual brand promotion strategies. At present, many e-commerce platforms do have the function of serving brands, but this does not mean that companies can just sell their products on the platform. To obtain better online marketing effects, companies must do more a lot of.
A new trick: Double Eleven
Keywords: data
Intimate suggestions:
1. Clarify the characteristics of mainstream consumer groups and formulate targeted marketing strategies;
2. Online marketing in the home textile industry still requires the joint efforts of the entire industry to furtherIt is hoped that more and more companies can understand the online operation methods of well-known home textile brands, build awareness of online brand development, and more fully utilize the power of the platform to develop themselves, no longer just focusing on sales as the core purpose. , but can use sales as a means to promote the brand’s own development by strengthening publicity, improving customer service experience, connecting online resources and other measures, and create its own stable sales channels and development channels. Because a sales war focused on lowering prices is definitely not a long-term solution, how brands continue to achieve brand development while hunting for consumers online is the core issue.
Home textile products often perform well in the discount area of Lanting Jishi. In addition to the 10% off event logo, another crucial point is Lanting Jishi’s publicity and promotion strategy for home textile products. On the home textile event page of Lantingjishi, there are not many single-brand advertisements, but various products are presented to consumers more quickly, efficiently and in detail. Therefore, a clean scanning page will also provide consumers with Provide convenient conditions for quickly selecting your favorite products.
One trick: Anniversary
Keywords: Discount
Intimate suggestions:
1. Pay attention to the differentiation of product production and improve the current situation of severe homogeneous competition;
2. When formulating publicity strategies, it is more necessary to consider being close to life to attract consumers;
3. Home textile bedding products tend to have higher unit prices, so you can participate in discounts, buy-and-give and other discounts.
Wang Ruiqing, Assistant Investment Manager of Jumei Youpin
With the development of e-commerce in recent years, the classification of products by major platforms has become more and more clear. Although there are many home textile manufacturers, it is difficult to quickly form their own brands. This also makes home textiles and peripheral products Under the category, there are more classic and well-known brands, more peripheral products, but fewer new high-quality brands.
Different categories of products will show different characteristics when sold online. Compared with other categories of products, home textile products benefit from factors such as sales in sets and higher unit prices, and have more advantages to participate in full discounts. , buy-and-give-away activities are more suitable for online sales marketing methods. For example, many home textile brands will purchase a complete set of bedding products and give away peripheral products such as high-quality pillow cores or thin sleeping blankets. Through the matching of gifts, consumers will increase their desire to consume the combined products.
Some home textile brands have launched strategies to reward consumers with higher actual payments, and even have activities such as issuing coupons in advance, random drawings, and free orders for limited amounts. The total price of home textile products is high, so the free amount is often higher than other categories of products, which is very attractive to consumers. Because when grabbing coupons, consumers will not first consider the product category, but first consider which coupon has a higher discount amount, and they will be more inclined to use it first and consider purchasing related products.
In addition, due to the unique attributes of home textile products, home textile products are required to use advertising words and advertising pages that are more immersive and closer to life in the marketing process, and create a marketing environment to stimulate consumption. For example, when displaying home textile products, in addition to attaching high-definition pictures of product details to let consumers understand the partial production process of the product, it also needs to be displayed as a whole, that is, the product display effect, including the display that matches the home textile products. The selection of furniture and bedding also has technical content.
The furniture selected when displaying products must conform to the design style of home textile products, such as home textile products with strong European style, repeated patterns, and mainly blue and purple tones. The matching bed must be related to metal elements, and the corresponding home decoration style It is also necessary to move closer to the European style, so as to achieve the effect of “1+1>2”, but it is also necessary to be careful not to be too unique and not let consumers feel that although this bedding is beautiful, it will not affect the furniture and decoration style. Very picky. According to the characteristics of your own products, you can create promotion pages and product introductions that match the product style, which will help consumers realize the uniqueness of the product, establish a differentiated label in the minds of consumers, and create a tendency to purchase.
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