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Series Reports On Textile Inner Circulation | Live E-Commerce: Reshaping The Connection Between Industry And Market
Editor's note
At present, the century changes and the century epidemic situation are interwoven and superimposed, and the global instability and uncertainty have increased significantly. The textile industry is still in the stage of deep adjustment and transformation. It is necessary to base on the new goal of China's modernization development and the new pattern of dual cycle development with domestic large cycle as the main body, and take the "14th five year plan" as a new starting point to adapt to the new situation and realize new development.
Internal circulation is becoming an economic hot word. The tide of the times is surging, and "economic internal circulation" is an important strategic choice to deal with the current international and domestic situation. Farewell to the extensive development of the single export-oriented economy, solid internal training, will also become an important opportunity for China's textile and clothing industry to move towards high-quality development.
A wise man is not confused, but a brave man is fearless《 Textile and clothing weekly specially launched a series of columns on "textile internal circulation" to deepen the textile and clothing industry chain, analyze the opportunities and challenges in the "internal circulation", and refine the new development trend of the industry.
The series of reports will invite upstream and downstream enterprises in the industrial chain, such as fiber, fabric, clothing and home textile, as well as industry experts, leaders, distributors, designers, etc., to promote the textile and clothing industry to accelerate the construction of a new development pattern with domestic large cycle as the main body and domestic and international dual cycle promoting each other.
One night, four hours of interaction, the audience reached 5.7 million, 15000 pieces of Xinjiang cotton customized public welfare T-shirts were photographed instantly, the sales volume was about 11 million yuan... This group of figures that countless traditional clothing enterprises envy is a true portrayal of the domestic live e-commerce.
At 8:00 p.m. on March 28, lieerbao's live broadcasting room joined hands with Anta, peak, Senma, sangun, Maoren, Hailan home, aner, Balabala, Luolai, jieliya and other ten brands entered Xinjiang Huafu to support Xinjiang cotton. In the "treasure of home in Xinjiang special show", lie'er baby showed you around Huafu Xinjiang cotton industrial base through the screen, deeply understood the planting, processing, dyeing and spinning process of Xinjiang cotton, and recommended high-quality cotton products from Xinjiang to consumers. The amazing numbers described at the beginning of this article are just the performance of lierby's live broadcast that night.
01
Experience the happiness of spring planting and autumn harvest in live broadcasting room
"Do you know why Xinjiang cotton is good? You see, it's still very bright at 8:00 p.m. in Xinjiang. Two hours ago, it was still hot sun here. The long sunshine time is an important reason for the high quality of Xinjiang cotton... "With the camera, the anchor and fans walked into the cotton yard and modern workshop of Huafu fashion Xinjiang factory, and lieer baby also started the live broadcast of that night, She described the scene to her fans in detail. The consumers waiting in the live room completely ignored the screen barrier and interacted with lier enthusiastically: "it turns out that modern textile enterprises are so advanced!"“ There are so many processes before clothing is made“ Wow, it's spectacular. The factory is clean and tidy! "“ With so few workers, the automation level of this enterprise is very high! "“ As expected, Xinjiang is good at cotton spinning and yarn making, Huafu is powerful, there is such a large cotton industry chain in Xinjiang, Xinjiang cotton, Huafu refueling
Then, lie'er baby popularized the knowledge of Xinjiang cotton and color spun yarn to everyone in the live broadcast room, leading everyone to know Xinjiang cotton and the clothes made of color spun yarn, which also surprised the audience in front of the screen: "the yarn made of Xinjiang long staple cotton has good strength and less hairiness", "the fabric and clothing made of long staple cotton yarn is exquisite and noble!"“ The production process of dyed yarn first and then spun can save water and reduce emission by more than 50% compared with the traditional process "... A science popularization of cotton and color spinning in Xinjiang has been continuously promoted.
This is the charm of the studio. When consumers buy and buy, they can also chat with the anchor like friends. The endless company throughout the year has already turned them into the most familiar strangers. Lu Wenjie, chairman of Hangzhou junmeng new media technology group, a subsidiary company of lie'er baby, said: "every day in the live broadcasting room, the anchor not only sells products to consumers, but also exchanges feelings. We pay attention to the ideas of consumers, meet their needs, sincerely recommend good products to them, and hope to influence them with positive energy."
After the outbreak of the Xinjiang cotton incident, on March 27, lier's team and his party went straight to Aksu, Xinjiang, in the early morning after the live broadcast. In order to have more time to prepare for the special event in Xinjiang, the team stayed up all night“ On the one hand, we want to support Xinjiang cotton with practical actions, so that we can have a better understanding of domestic textile materials through our strength; On the other hand, traceability of origin has always been a feature of lierby's live broadcasting room. We have been to many places to do industrial live broadcasting, in the hope that more people can buy good products from all over the country at preferential prices in the live broadcasting room, and at the same time spread the good things that consumers don't know about. " Lu said in an interview.
To this end, lierboy and Huafu fashion signed the first batch of Xinjiang cotton yarn purchase agreement, and purchased 500 tons of high-quality yarn from Huafu for the production of its clothing brand products, so as to provide consumers with better quality and higher comfort cotton clothing. At the same time, this activity not only let consumers feel the fine quality of Xinjiang cotton, but also let everyone deeply participate in the cotton planting in spring and autumn harvest, and experience the joy of harvest. At the end of March, when the cotton planting season, lie'er baby launched the activity of "planting a cotton in spring and harvesting a garment in autumn". The audience in the studio can shoot a cotton seed sown by lieer in Huafu cotton field for only 1 yuan. In the autumn cotton picking season, they will receive a customized cotton T-shirt full of love from Xinjiang. The limited sales of 2500 pieces are expected to be limited to 15000 pieces due to the enthusiastic response from consumers.
02
Who can ignore the 600 million user market?
Such sales data, for offline stores appear a bit unreal. Although the 15000 Xinjiang cotton customized T-shirts were welfare activities, the studio sold 11 million yuan worth of products that night. In this regard, Lu Wenjie said that this is the average level of lie'er baby's live broadcasting room. As a well-known top anchor of Taobao, lieer's live broadcast lasted more than 1450 hours in the whole year last year, with sales of more than 3 billion yuan.
According to statistics, from 2016 to 2019, the average annual growth rate of the market scale of live e-commerce will be maintained above 200%. In 2019, the daily average number of users watching Taobao live broadcast increased by more than 150% compared with that of the previous year, and the number of users who watched for more than one hour a day increased by 40% year-on-year. The huge number of users has become the basis and driving force for the development and Realization of live e-commerce.
In 2020, affected by the epidemic situation, live e-commerce will develop rapidly with more convenient shopping methods. This year, the Gmv of live e-commerce industry exceeded 1 trillion, and it is predicted that the number will exceed 6 trillion by 2025. In 2020, the number of users in China's online live broadcasting industry will reach 587 million, which is expected to increase to 635 million and 660 million in 2021 and 2022, respectively. This accounts for more than 45% of China's 1.41 billion people. It is conceivable that the live broadcasting industry will play an important role in the internal circulation of China's economy, and the attraction of the live broadcasting industry to any industry or brand can be imagined.
According to AI media consulting data, online live platform users are mainly young groups, with nearly 80% of users under the age of 30, of which 49% are users aged 24 or below. Various types of e-commerce delivery platforms are very attractive to young users, and the penetration growth of users is fast. It has become an important choice for the new generation of people to consume.
Because of this, brands and businesses in various industries are actively entering the board, hoping to share the huge incremental cake of live e-commerce. According to statistics, in the industry distribution of Taobao participating in live e-commerce in 2020, the textile and clothing industry ranked first with 32% of the total, followed by light industry and daily necessities industry, food and beverage industry, beauty and skin care industry, etc. Sun Ruizhe, President of China Textile Industry Federation, once said in his speech, "the textile and garment industry has always been the creator and pioneer of trends. Therefore, in the tide of digital economy, the industry should explore new economic models. Live e-commerce has become a cutting-edge market in which the textile and garment industry is deeply participating. "
03
Goods are the core of e-commerce live broadcast
In addition to bringing goods to other brands, junmeng new media technology group also has its own clothing brands, lierkiss and lrks, with an average of 200-300 new products per month. Lu Wenjie often looks at the live clothing market from a dual perspective. He said that live broadcasting is a better consumption experience by using the recommendation of experts to help consumers speed up their decision-making efficiency; The consumption trend of clothing products changes very fast, and live broadcast can quickly grasp the changes and make adjustments through communication with consumers and their feedback.
With the vigorous promotion of the platform, in addition to the active entry of brand businesses, more small and medium-sized businesses and ordinary users with live broadcasting ability are also eager to try. But is it so easy to bring goods live? I'm afraid not. Lu Wenjie said that the biggest feature of the live broadcasting room is close to consumers. After several rounds of screening, the team carefully selects the products, communicates with the merchants to obtain the optimal price, so as to gain the trust of consumers and form the user stickiness of the studio. Therefore, goods are the core of live e-commerce.
So what is the standard of good goods? One is quality, the other is speed“ Consumers want to buy products with higher cost performance, not cheaper, but with the same price and better quality. For lieerbury, which has both brand and anchor, the supply capacity of the industrial chain is very important. It can be said that the supply chain determines the quality, the quality determines the goods, and the goods determine the consumers' trust in the live broadcasting room. " Lu Wenjie said, "in the future, we will increase the proportion of Xinjiang long staple cotton in the clothing production of lierkiss / lrks. This is not only to support Xinjiang cotton, but also because of the quality of Huafu yarn. The ready-made clothes made of color spun yarn are comfortable to wear, have good shape retention, high color fastness, and are resistant to washing and fading. "
He continued to explain why he chose Huafu“ What's more important is that Huafu's reaction speed is fast enough. For live e-commerce, speed is crucial. This is also one of the most important considerations when matching upstream partners. Compared with the traditional brand, the biggest advantage of live brand is: low price, fast speed, and popular support. We often return orders quickly according to the feedback from consumers, which puts forward high requirements on the supply chain, which must be diversified and stable enough. "
In this regard, Chen Liang, deputy general manager of Huafu Fashion Marketing Center, said: "we have been paying close attention to the development of digital economy and live e-commerce, and have been providing high-quality yarn for some e-commerce brands. In 2020, live e-commerce will grow rapidly, and this year is also crucial for Huafu's transformation. The booming of live e-commerce reflects the prosperity of the domestic market and the demand for consumption upgrading. Huafu fashion is fully prepared in terms of quality and reaction speed. "
Based on the domestic large cycle, new economic models such as live broadcast economy are promoting the domestic super large-scale market to play a role. On the other hand, it is also reshaping the connection mode between industry and market, putting forward higher requirements for the industrial chain, such as lean, flexible and rapid. Only by embracing and adapting to changes, can supply chain enterprises embark on the express train of live broadcasting.
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