Home textiles three giants hand in hand Tmall wading e-commerce
Recently, Alibaba's Tmall has reached a cooperation with Luolai Home Textiles, Fu Anna, Meng Jie Home Textile and other textile giants to apply big data to the e-commerce strategy of textile enterprises, including emerging models such as Tmall new product customization services based on user analysis. It is particularly important that, in addition to the low-cost destocking effect of e-commerce platforms, home textile giants are hoping to use e-commerce big data analysis to transform to high-end custom, thereby increasing their online customer price and product profit margin.
The reporter found on the scene that the development of big data customization, the most important thing for the home textile giant is the huge amount of data of Tmall. According to Tmall data, young women aged 18-29 are the main consumers of Tmall home textiles, accounting for more than 60% of the total. Among them, cartoon, cross-border and avant-garde elements are the focus of appeals. The consumption areas are concentrated in core cities such as Beishangguangshen and Shenzhen. .
In the in-depth cooperation reached yesterday, Luolai Home Textiles, Fuanna, Mengjie Home Textiles and other textile enterprises revealed that they will use Tmall's big data advantage in the future launch of new products, predict user preferences in advance, and apply brand cooperation and new product development to merchants. And other links to improve the success rate of business decision-making and significantly reduce the cost of market research.
Taking Luo Lai as an example, Luo Liang, vice president of Luo Lai, introduced that the online brand LOVO will launch the B.DUCK small yellow duck bedding products in the world premiere, using big data for customization. Rollei offers three styles for consumers to vote, the highest vote to mass production, to ensure that the market is right. Last September, LOVO has tasted the sweetness of big data, and the sales of custom-made cartoon Tuzki series bedding products reached more than 20 million.
He Xueqing, vice president of Fu Anna, also said that at the beginning of the birth of the home textile industry, direct marketing and joining were once the usual mode of the home textile industry, but since its development, big data has become the source of product research and development, and the Tmall e-commerce platform is big data. An important source.
Judging from the financial data of the three home textile companies, online sales have also risen steadily. Luolai e-commerce revenue accounted for about 15% of total revenue, especially LOVO brand sales increased more than 100% annually; Mengjie's e-commerce sales accounted for nearly 8% last year, e-commerce compound growth rate exceeded 100%; Fu Anna Electric The business share ratio reached 15%, and the growth rate exceeded 75%.
The article was published by Suzhou Home Textiles, sourced from the Internet.
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