Integrate the first-line fabric brand "curtain to home" to play "Internet +" new retail
Buy curtains on the "curtain home", as long as you move your fingers, there are tens of thousands of styles of curtains for consumers to choose. Integrating "Internet + Curtains", Haining Fabric has taken an important step in the development of the Internet. The reporter was informed that in 2017, the sales of “curtain home†was around 200 million yuan, and in 2018, the “curtain home†set the sales target to 500 million yuan. So how does “curtain home†complete the deep integration of curtains and the Internet? To this end, the reporter conducted an in-depth understanding.
Open up the upstream and downstream industry chain of the curtain industry
Xuning Village in Haining is a well-known cloth town in China. There are many fabric companies here. However, with the wave of the Internet, the traditional industry of cloth is also undergoing baptism. The market products are mixed, and the competition of the peers is so fierce. The traditional home textile industry is increasingly difficult to operate, and it is difficult to survive in the cracks.
"At the time, everyone was seeking transformation, but how to turn it is a difficult problem in front of our company." Hu Zhongyue, chairman of Haining Zhongyue E-Commerce Co., Ltd. said frankly.
Curtains are not a fast-moving consumer but they are just a demanding product. How to grasp the end product of the home improvement industry? Hu Zhongyue said that setting up a brand, opening up the upstream and downstream industry chain of the curtain industry, giving consumers the best experience, "curtain home" came into being.
In 2015, “Dome to Home†chose to cooperate with JD. Through the selection of high-quality supply manufacturers, with the two advantages of price and brand, it provides efficient resource matching bridges for manufacturers and stores, accurately docking, saving the purchase cost of both parties, and exerting efficacy. The best match between.
Liu Xiaohui, a shopkeeper from Zhangye, Gansu, said that he has two stores in Zhangye, totaling more than 1,000 square meters. This area can only display more than 100 curtains, and there are more than 2,600 styles on the "curtain home" platform. For customers to choose.
"Originally, my store is only for some young customers. Now I have this platform. Old, middle and young customers are included." Liu Xiaohui told reporters that the sales of the two stores reached more than 2 million yuan last year.
For the manufacturer, a more accurate supply can be achieved through the Internet platform. A “curtain-to-home†platform curtain manufacturer said that traditional manufacturers are waiting for customers to come to the door, but now through the “curtain home†big data analysis, they can understand customer preferences, accurately supply products, and “every month’s curtain home†With curtain sales rankings, we constantly update our products based on this data to understand the market and reduce inventory pressure."
Branding strategy to win the future market "war"
After three years of development, the company has integrated 68 domestic first-line fabric brands, and built 29 provincial-level transfer warehouses and 272 regional transfer warehouses. Through online standardization, unified prices and styles, and accelerated online Under the integration process.
"Now we have reached 1,526 stores, and we have to complete the sales target of 500 million yuan this year. We must follow the branding strategy and provide better services to consumers." Yang Zhangxing, executive director of "Curtain Home".
In September last year, “Dome to Home†launched a full-scale operation of data management and platform S2B2C mode, opening a new operating model. At the same time, Haidian Yunke Network Technology Co., Ltd. and Haining City Whole House Brand Management Co., Ltd. were established. “The “shade to home†business is further subdivided in order to better serve the various groups in the industrial chain.†Yang Zhangxing said.
On the one hand, the “curtain home†system provides more accurate assistance to the stores through the analysis of big data under the system, focusing on promotion and diverting the stores. On the other hand, through deep cross-border cooperation, integrating channel resources and cross-border resources to provide better operational tools for stores.
"The future of our stores under the line is good service, as long as customers demand it stands ready to provide the best service. Store orders will be allocated according to the quality of service is good or bad." Hu Zhongyue said, "curtain home" order at the nearest The principle of distribution, the same area depends on the quality of the store service.
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