A "net" weaves a "dream"

According to statistics, the total number of Internet users in China has exceeded 700 million in 2016, equivalent to the total population of Europe. Last year, the sales of Tmall's “Double 11” activities reached 120.7 billion yuan. On February 9 this year, the Ministry of Commerce disclosed at a regular press conference that in 2016 China's online retail transaction volume reached 5.16 trillion yuan, a year-on-year increase of 26.2%. Internet shopping is becoming a consumer shopping habit.

Some people say that "Internet +" is like a chemical formula, and the Internet and any industry can react chemically. At present, some enterprises in the traditional curtain fabric industry have already caught up with this high-speed Internet "fast train", and this "net" has been used for consumers to weave a "dream". In their view, the future curtain O2O is promising.

Let the curtains no longer "difficult to buy"

Compared with bedding, consumers change the frequency of curtains much less. According to the "Comprehensive Report on the Demand Survey of Home Textile Products of Twelve Cities" issued by China Household Textile Industry Association, 38.2% of consumers only purchase new curtains when the new home is renovated; 22.2% of consumers change once in 1~5 years; 20.7 % of consumers will change curtains for more than 5 years; and 18.9% of consumers said they will consider buying new curtains at any time as their preferences change. In addition, the survey also shows that the fabric professional market is the preferred place for consumers to buy curtains, the selection rate is 70.9%; secondly, consumers also like to buy fabric products in specialty stores and home stores, accounting for 21.4% and 20.8% respectively; 14.2 % of the respondents indicated that they purchased fabrics such as curtains in the building materials city.

As for why the frequency of replacement is low, the answers given by consumers are not the same, but mainly because they want to buy curtain products, they need consumers to buy semi-finished products in the local curtain market or building materials market, which is time-consuming and laborious. It is not necessarily possible to purchase the products from a limited number of merchants. Moreover, consumers generally said that the sales of curtains are "deep-deep", and the cost of various accessories and accessories is even higher than the price of curtain fabrics. It is easier to "slaughter" if you don't know how to do it. Therefore, when it comes to buying curtains, consumers often give two words: hard to buy.

For the status quo of this industry, Yang Wei, the founder of Wanjia curtain brand, put forward a slogan “Let the curtains that are difficult to buy in the world”, which is also the promise of the brand to consumers.

It is reported that Wanjia curtain is a digitally operated O2O boutique curtain collection brand. At the Beijing press conference on October 24, 2016, Wanjia curtains and Tianzhu curtains formed an exclusive strategic cooperation, becoming the only partner of Tmall's “famous billion” strategic curtain category, and with 8 Brand curtain manufacturers signed a contract, and plans to deploy more than 10,000 offline experience stores nationwide in three years, striving to reach 10 billion yuan in sales in five years.

Yang Wei said that the platform caters to the trend of “Internet +” cross-border integration, expands the consumption range of the curtain industry, and forms an infinite consumption model that mobilizes the purchasing enthusiasm and efficiency of consumers, while online and offline interaction. It has changed the traditional consumption behavior and made consumption shareable. Consumers no longer have to go for the choice of curtains, online consumer information has strengthened the series of rights and interests of consumers free choice, independent consumption. In the flagship store of Wanjia curtain Tmall, the brand also carefully prepared the boutique package for consumers, such as 2399 yuan "special package", 2799 yuan "national package", 3999 yuan "prestige package", and can provide on-site measurement, Design, distribution, installation and other services, so that consumers can purchase according to the budget.

In addition to Wanjia curtains, curtain fabric companies such as Yijiaren and Shangge Textile have also brought the distance to consumers through the Internet. “No matter how small the order is, we can tailor it to our customers.” This is the commitment of Tang Haijun, founder of Hangzhou Yijiaren Curtain Fabric Company. Yijiaren is an early window curtain screen manufacturer in Keqiao District, Shaoxing City, Zhejiang Province. Since it can produce small batch orders, the company has a number of loyal customers on the Internet and has a lot of popularity in the industry. Tang Haijun said: "Consumers can receive goods in one week after placing orders at Yijiaren Tmall flagship store. Because they are directly customized by the manufacturer, they save a lot of intermediate processes. In addition, we can achieve small batch production. Even a product can be made for consumers, which is unthinkable in the previous production mode. It is reported that this small and fast-responding order mechanism has enabled Yi Jiaren's annual sales to increase significantly.

Jiang Jianhong, head of Zhejiang Tongxiang Shangge Textile Co., Ltd., said that in 2008, the company opened Buduanxuan curtain shop on Taobao. The company's annual sales reached nearly 30 million yuan. "Under normal circumstances, we will update every other period of time online product design, while preserving the classic and the new R & D efforts, to ensure that product design and market trends simultaneously. In addition, in the peer, we took the lead with Lynx Cooperate with third-party service providers to launch private customized services for consumers. This means that no matter which city the consumer lives in, as long as they buy curtains on the cloth butterfly online sales platform, we will contact the local third-party service provider. They provide professional staff to provide consumers with services such as measuring size and on-site installation."

Nowadays, with the various e-commerce platforms such as Taobao, Tmall and Jingdong, Budiexuan has sold curtain fabric products to more than 1,000 cities across the country.

Make the effect obvious

In the survey, consumers generally said that it is difficult to make a decision when buying curtains because they do not know whether the selected style and style are suitable for their own home. Then, if you choose a fabric style, you will immediately see the effect of moving back home. Will it be easier for consumers to place an order? To this end, Xi'an Meiyuan Fabric Home Furnishing Co., Ltd. upgraded the traditional fabric store to a digital fabric store, using the new VR video technology and the self-developed virtual space design software system to enable consumers to achieve "what you see is what you get" when buying curtains. It has increased the consumer experience of participating in home design and has become an “artifact” for consumers to place orders quickly.

In recent years, as the number of people entering the store has become less and less, and customers have been diverted at different levels, the business of the US-based fabric store is becoming more and more difficult. Therefore, in October last year, Meiyuan Fabric used the self-developed cloud domain digital digital visualization system to digitally upgrade the Xi’an Daming Palace store. At the same time, it also teamed up with China to develop a special master program of “drape style 3D scenes”. With the help of high-simulation VR experience, consumers can enter the virtual space of their own home and experience personal design. The process of transforming the home, intuitively feel the changes in the home, can also be very convenient to share the agreement of the family to participate in the home improvement program. It is reported that the 18 decorative styles developed by it can easily meet the needs of general homes.

Zhou Maolin, chairman of Xi'an Meiyuan Fabric Home Co., Ltd. said: "Through this digital service system, we have opened up four pain points in the past fabric sales. One is to turn customers into home designers, guide shopping into customer assistants, and make consumption. The designer has the design experience; the second is to make the design effect instantly visible and easy to share, and the signing efficiency is greatly improved; the third is that the ordering process is simpler and the production process is standard and efficient; the fourth is the stereoscopic visual decoration description, which makes the service more precise and cyclical. Faster." According to Zhou Maolin's analysis, after the digital transformation of Meiyuan Fabric Daming Palace, the customer's transfer rate and signing rate have been significantly improved. In the past, the customer's order-to-store transfer rate was about 30%, and now it can reach 50%; The monthly average performance of the store increased by about 50%.

Through the VR technology, the consumer experience is enhanced, and the store store display becomes "infinite". “The 'VR Digital Showroom' has changed the exhibition area of ​​Yushangju from the actual 200 square meters to more than 2,000 square meters, and even more. In fact, digitalization can make the exhibition area of ​​the enterprise expand infinitely. Moreover, the digital exhibition hall can also simulate In the home environment, the curtain fabric is matched with sofas, bedding products, furniture and other products to make the refined effect of the real home environment, so that consumers can choose their own curtain products according to the virtual home style environment.” Guangzhou Yushangju Fabric Yan Fuwen, general manager of the company, said that in the past, the exhibition hall of fabric products could only be fixed in one place, and the “VR digital exhibition hall” could be shared across the country through the Internet platform. Consumers only need to install an APP in their mobile phones. You can see or buy the same curtain products as a physical store without leaving your home.

China Textile Industry Association vice president, China Textile Association, Yang Zhaohua during a visit to the digital transformation of US-source companies such as cloth, said: "drainage line, the line will experience service is the general direction of development of fabric stores, fabric enterprises Digitally transforming traditional storefronts, integrating technology into home softwear, and empowering O2O with advanced digital VR technology to enhance customers' visual experience, design sense, and promotion of signing. This breakthrough innovation represents the new retail of fabric stores. direction."

Let the cleaning "one button to complete"

According to the consumption survey, the frequency of cleaning curtains is also one of the reasons that affect the frequency of curtain replacement. If the cleaning frequency of the curtain products is increased by consumers, the frequency of replacement will also increase. According to statistics, if consumers change curtains every 3 to 5 years, the production capacity of the curtain fabric industry will increase by 50%. To this end, many fabric companies look for breakthroughs from the perspective of cleaning services, in order to change the status quo.

Many consumers said that they are not unwilling to clean, but the curtains are not easy to remove. For this reason, some companies have begun to transform or extend from manufacturing companies to service-oriented enterprises.

For example, at the autumn and winter home textile exhibition last year, Buyanbu Language Textile Co., Ltd. brought a new brand “Huawei Jiangnan” to the show. Sheng Zeping, chairman of the brand, said that at present, a major focus of business management is the curtain curtain service that is operated by Huaying Jiangnan. In fact, this service is also one of the initiatives of the company to practice "Internet +". Consumers can place orders through WeChat, which is convenient and fast. After the order is placed, there will be free staff to disassemble and provide spare curtains. Sheng Zeping also said that the "washing curtains" use five-star washing equipment, the price is half cheaper than the dry cleaners, and convenient and fast, the ultimate goal of the platform is the curtain cleaning experts.

In fact, there are already many companies that are eager to try the "Internet + Cleaning Curtains" model. Some people have commented that the project has high verticality, clear market demand, and unsatisfactory competition. The future development space is very broad. Some people have also questioned that it belongs to the "non-demand" and "low-frequency consumption" projects. These two attributes will constrain their growth. If there is no innovation, it will be difficult to "grow up." Of course, Sheng Zeping is the former, and he firmly believes that this industry has a good room for growth. It is reported that at present, "washing curtains" have been opened in Hangzhou, Shanghai and Beijing, and partners and distributors in other regions are in hot investment.

Shaoxing Xiaoxuan Window Whole Home Co., Ltd. is also an expert in cleaning curtains in the industry. Chairman Zhou Guoxuan said: "Xiaoxuan window has been repeatedly researched and verified for the curtain washing service for 5 years. Through the directional cleaning of cleaning materials and stains, we have mastered the 'in-place cleaning technology' to realize the curtain-free cleaning and sofa free. Dismantling in-situ cleaning and deep carpet cleaning solves the three major problems of household fabric cleaning, and realizes 'free door removal, no water for the day'." At the cleaning price, Xiaoxuan window is priced according to the size of each curtain. For curtains with a window height of less than 2.8 meters and a window width of less than 3.5 meters, the price for each cleaning is 200 yuan; for curtains with a window height of less than 4 meters but greater than 2.8 meters and a window width of less than 3.5 meters, the price for each cleaning is 400 yuan; For curtains with a height of less than 6 meters but greater than 4 meters and a window width of less than 3.5 meters, the price for each cleaning is 800 yuan. For carpets, sofas and mattresses, the cost is calculated according to the number of square meters, the number of seats and the number. For example, the cleaning cost of each sofa seat is 100 yuan; the cleaning cost of each mattress is 200~300 yuan. .

According to statistics, at present, China's curtain market has at least 600 billion yuan, and its potential is huge. On the basis of this huge consumption base, the future development of curtain cleaning services will be very large. For example, from the perspective of washing, the business types can be expanded from washing curtains to fabric cleaning, furniture cleaning, lamp cleaning, etc.; Washing can be extended to change, change curtains, change carpets, change sofas, etc.

In fact, for cloth companies, when Internet thinking becomes a fashion, when "Internet +" becomes a trend, what companies must do is to distinguish between what can be done and what cannot be done. The "Internet + fabric" should be simple. It is to remove the intermediate channels. The products are cheaper and easier to purchase, so that consumers can get benefits and promote the healthy development of the industry.