E-commerce is first and foremost a channel. There are many reasons to support home textiles online: offline channels can only be a regional breakthrough, e-commerce can occupy the national market at one time; offline stores are subject to space, e-commerce theoretically provides unlimited shelves; offline operating costs are high, leading to home textile gross profit High and low net profit left room for e-commerce to survive. Shaoxing Haisa Textile And Garment Co.,Ltd , https://www.haisafashiones.com
But e-commerce is not just a channel.
The first thing to consider is the impact of this channel on brand image. The time for home textiles to go online was mostly around 2008, when e-commerce was synonymous with low prices. Even though e-commerce has developed to this day, it still has not escaped the low-price label. The home textile industry, several relatively large brands, are positioned in the high-end.
This is related to the competitive landscape of the offline home textile industry. According to statistics, there are more than 20,000 home textile enterprises in China, including thousands of bedding enterprises, and the concentration of the entire industry is very low. From the perspective of product structure, the production of low-grade products has excess capacity, and the homogenization is serious. The competitive environment for medium and high-end products is slightly better. The final result is that at present, only the middle and high-end home textile products in China have been branded.
But on the Internet, the home textile's power map was completely rewritten. At present, the daily turnover of bedding products, including Tmall and Taobao bazaar, is around 10 million yuan. Among them, the daily sales of the Guangluolai family can reach 1 million yuan, with a market share of up to 10%. The brand concentration of the online home textile industry is much higher than that of offline. In other industries, many pure online brands have grown up, but there are almost no influential home textile brands.
This phenomenon can be explained from two dimensions: the attributes of home textile products and the industry environment of e-commerce. Because the consumer's demand for personalized home textiles is not too strong, the long-tail market has limited room for survival. As a personal product, consumers will pay more attention to product quality. In a savage growing business world, consumers are even more eager for a true "brand."
Online competition disorder online concentration Therefore, the disorderly home textile industry under the line to the line, but has become a highly concentrated industry.
On the one hand, home textile brands must go online, and on the other hand, they must minimize the negative impact of e-commerce on the brand. One feasible solution is differentiation. The majority of textile brands are specifically targeted at the online establishment of sub-brands, such as Lola of Rollei and Laura of Fona. Or develop special online products, and more than 90% of products that are popular online are differentiated products.
However, offline products are ultimately unable to pass. Rollei launched Lovo in early 2008. About six months later, Rollei became the first traditional brand to enter the Tmall Mall, marking the launch of the Rollei brand.