Multiple pressures coexist, and knitting companies expand their online market to prepare for a "
Multiple pressures coexist, and knitting companies expand their online market to prepare for a "protracted war"
The rapid spread of overseas new coronary pneumonia epidemic situation has brought serious challenges to China's knitting foreign trade export enterprises. Facing difficulties such as a sudden drop in overseas demand and a reduction in export orders, many knitting export enterprises are feeling pressure. However, knitting industry enterprises have not stopped due to the difficulties after the resumption of work. Many enterprises have turned against the current and further expanded the online market.
Multiple market risk overlay
Enterprises must fight "protracted war"
"At present, the new coronary pneumonia epidemic in Europe and the United States and other places is very serious. It is difficult to say when it will peak. Knitting foreign trade enterprises should make preparations for no orders in the next 3 to 6 months." Industry insiders generally reflect that with the development of overseas epidemics The foreign trade business has been affected to varying degrees. Orders have been delayed or cancelled, import and export logistics have been blocked, and corporate inventory and capital pressures have also begun to show.
According to the statistics of China's General Administration of Customs, China's exports fell by 17.2% year-on-year in the first two months of this year; imports fell by 4% year-on-year. The data shows that, affected by the new coronary pneumonia epidemic, China's exports shrank sharply in the first two months of this year, while imports also declined.
At the same time, major international brands that rely on Chinese supply chains are still in the midst of a war epidemic. At present, major brands such as Zara, H & M, Uniqlo, Nike, Adidas, etc. that work closely with Chinese foundries have closed stores in the European and American markets. Among them, Zara has closed 3785 stores worldwide, and all its Spanish stores are closed; H & M has closed all stores in Italy, Poland, Czech Republic, Bulgaria, Australia, Luxembourg, Bosnia and Herzegovina, Slovenia and Kazakhstan, as well as some stores in Greece; Uniqlo The company's Fast Retailing Group has temporarily closed all 50 of its stores in the United States.
"March and April each year are the peak months of foreign trade factories. Now that orders have been cancelled and the global industry chain has been shut down due to the epidemic, the continued impact on the knitting industry is obvious." The head of a knitted fabric production company told reporters , The company mainly provides knitted fabrics to well-known brand garment manufacturers such as sportswear, casual wear, pajamas and underwear in European and American countries. However, affected by the epidemic, the company's revenue is expected to return to normal levels in the second half of the year.
Faced with a sharp decrease in new orders, how do knitting foundries hold their chips and defend their "life and death line"? Many business leaders said that they are already preparing for a protracted war against the epidemic. "In the short term, the export of products in the next 3 to 6 months may be more difficult," said the head of a knitting foundry company. But in the long run, he is not worried, "I still have confidence in fighting back the epidemic."
Another head of the overseas knitting company also believes that the overseas market will gradually pick up in the second half of the year, and the current urgent problem is how to find new opportunities "without leaving home".
Not only are knitting foreign trade exporters feeling pressured, the impact of the epidemic on the domestic market continues. According to data from the National Bureau of Statistics, from January to February, the total domestic retail sales of consumer goods fell by 20.5% year-on-year, of which apparel, shoes, hats and knitted textiles fell by 30.9% year-on-year; although the online retail sales of physical goods increased by 3%, the contribution increased The amount measured was food and consumer goods, while wearable goods fell by 18.1%.
The head of a factory that provides ODM services for domestic first-line children's clothing brands said that the foundry brand has notified the factory to suspend all orders that have not been produced, and orders that have been shipped in February will not be settled until April. "Many suppliers have taken the lead in selling the OEM products in the circle of friends at a price below the cost in the circle of friends, and even our OEM children's clothing brand vice president has also started a live broadcast." The factory head said .
Industry insiders believe that during the epidemic, some domestic and foreign small and medium-sized manufacturing enterprises are facing great pressure and may be difficult to maintain. However, in the huge “Made of China”, some companies have quickly resumed production with the control of the supply chain to resolve risks.
Halo Company, which is a OEM for Nike, Adidas and many other well-known brands, is the largest knitted garment processing and manufacturing enterprise in China. Since the outbreak, with the "hard core" control of the entire supply chain from yarns, fabrics, accessories to clothing, HALO has resumed production in an orderly manner, and its current production capacity has been completely restored. The factory produces 200,000 garments per day. The company stated that there was no problem with the delivery of orders, and there was no reduction in orders.
Industry insiders said that China is not only a big manufacturing country, but also the largest consumer of many commodities. When the market demand is there, it will breed more vitality. For example, H & M's business in China has gradually started to recover. At present, 500 of the 516 stores have resumed business and are now focusing on adjusting purchase channels and inventory levels.
Seize online marketing opportunities
Market layout "Cloud expansion"
When the traditional offline sales model is blocked, it is replaced by an online war. Under the epidemic, major international brands have also begun to shift their marketing focus to online, such as Nike, Adidas, Uniqlo, H & M, etc. have tried to transform online through WeChat applet, and exclusive or synchronized new products on the official website for consumption The purchaser helps the brand avoid the possible performance impact of the epidemic.
Affected by the epidemic situation, logistics, users and other difficulties make many companies helpless at one time, but at the same time, many companies also stand out in this "war epidemic". Online marketing will undoubtedly become an important step in the company's future business layout. In the early stage of the outbreak, Barbara, a children's clothing brand of Sema Apparel, began to open up communication channels between brands and consumers, using innovative live broadcast + short video to quickly link brands and users.
Halo Beijing's offline store received a live broadcast of 67,000 people, bringing orders to a new high. Barbara joined the sales system director Zheng Yun said that in the next step, they will take the initiative to win the autumn and winter market while preventing epidemic by opening online autumn and winter ordering meetings.
According to data from the China-Thailand Securities Research Institute, during the epidemic, the average number of viewers on Taobao live broadcasts increased by 43.13%, and the average number of views per game increased by 30.05%. It is also understood that during the Spring Festival, the users of the Douyin platform exceeded 150 million, and the per capita time of short video per day exceeded 100 minutes. Online entertainment and consumption have become the normal life of many people.
It can be seen from these figures that the epidemic is quietly changing people's consumption habits, and is also accelerating the pace of online and offline integration of the entire industry. Right now, major companies urgently need to keep up with the trend of online consumption, strengthen online marketing and drainage, and use live broadcasting, small programs, enterprise apps, short videos, community marketing, e-commerce platforms and other "cloud recovery" methods to capture consumer groups, Broaden sales channels.
After the Lunar New Year, the first broadcast was 3 hours. Halo ’s post-90s anchor Zhu Feifei created a deal with more than 600 orders, and fans increased the performance of 2,000 people. Zhu Feifei told reporters that this online store's online "track" also requires factory, supply, and logistics support. These factors jointly affect the "record" of online marketing.
Under the impact of the epidemic, there was also the retail giant Red Bean Home Furnishing that created "soft underwear" through the "house economy". After going online, the social e-commerce sales exceeded 10 million yuan in 2 weeks. The "3.8 Bra Festival" event With sales of more than 40 million yuan and a growth of 235,000 fans, it has successfully reversed offline revenue loss and set a marketing model for the industry.
"Enterprises will pay more and more attention to the integration of offline and online, omni-channel sales layout, especially enterprises that originally only have offline business will plan online business." Zhou Baoji, CEO of Shenzhen Purity Clothing Co., Ltd. believes that online and offline integrated marketing will be More and more people accept and use it. Who can broaden the sales channels, quickly create new ones, and provide consumers with the most needed products based on different scenarios, who can reduce the losses caused by the epidemic as quickly as possible.
In order to curb the spread of the new coronary pneumonia epidemic, countries around the world have taken emergency prevention and control measures, closed all public places that are not necessary for people's livelihood, and many upcoming exhibitions are helpless to postpone. In order to send high-quality spiritual food to the knitting upstream and downstream enterprises suffering from the epidemic, CKIW Shenzhen International Knitwear Expo has also accelerated the process of digital innovation. Starting from February 10th, CKIW Shenzhen International Knitwear Expo will open free entrance for enterprises through the online exhibition cloud platform "Needle Cloud", so that enterprises can find brands, noodle accessories, equipment and industry services through the platform. The content of the industrial chain helps the industrial chain enterprises to connect online.
China's domestic epidemic situation has gradually stabilized.
"The epidemic just pressed the pause button, and all the demand is still there. The communication demand displayed by the knitting enterprises in the first half of the year will definitely rebound quickly after the epidemic. From the current market information and industry demand in the first quarter, we are very I am confident that I will present you with a wonderful industry event in the future. "The relevant person in charge of HALO said.
In the opinion of the industry, whether it is active choice or passive acceptance, when "online" becomes the only safe channel, online marketing will undoubtedly rush into the "home field" of the entire marketing system from the edge of auxiliary sales, which will guide the knitting industry to renew Examine its value and direction.