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In 2016, with the release of the sixth largest category of direct selling products, the home appliance manufacturers also entered the direct selling market rapidly. However, the direct selling market in our country still has the problem of product homogeneity. However, the reporter learned from the Direct Segment Management Information System of the Ministry of Commerce that among the published list of accepted public announcements, Jiangsu Violet Textile Technology Co., Ltd., Langsha Holding Group Co., Ltd. and Xian Yi Dai Co., Ltd. are all among the listed companies. So, with the textile companies one after another into the direct selling industry, from the current six categories of direct marketing product range (ie cosmetics, cleaning supplies, health food, health care equipment, small kitchen utensils, household appliances) point of view, textiles into the seventh category of direct sales products People look forward to
Textile brand settled in the direct selling industry
Nowadays, many textile manufacturers are faced with cruel investment problems. In order to attract distributors, they can be said to have been exhausting their efforts. However, in the face of their own organizational and resource problems, they often fail to achieve the expected results. So blind investment will inevitably cause textile enterprises can not accurately position marketing strategy. In order to be able to survive in the future development of the search, some textile brands have been submitted to the Ministry of Commerce of the application information.
Following the pharmaceutical companies, textile companies have also begun to join the ranks of the application of the license, textiles or will become a direct sales family "unleashed" new army. It is understood that in the six categories of direct marketing products approved by the Ministry of Commerce, the majority of direct selling enterprises' apparel, textile and household textile products are classified under the category of health care equipment. Insiders said that the combination of textile products and direct sales has had a glorious history overseas, while sales of textile products by direct sales approach has only just begun in the past two years. At present, in addition to focus on health care textile products in the pulse, the other direct selling companies is the introduction of functional underwear, knee-length pants and other textiles.
In addition to the midrib, among the direct sales companies that have obtained direct sales licenses, there are also Sansheng, New Era, Baojian, Fudi, Anhui, Dongsheng Albert, Enron, Yandi, Shuangdi, Kangman, , Golden Branch Albert and other 13 companies, which means that there have been more than 7% of direct and indirect layout textile market, compete for market share.
Well-known direct marketing expert Chen Dongfang, told reporters: "At present, the textile industry, franchisees, agents of the dispute has become the pain of all the growth of textile enterprises, off-season discount interest rebate, year-end rebate, etc. not enough to stabilize the franchisee's heart, at In this case, the use of direct sales model is the textile enterprises in the traditional marketing channels to expand the new model now direct sales model is recognized by many traditional manufacturing enterprises, franchisees are able to achieve the dream of their own business, and direct sales model Not only to ensure the interests of franchisees and reduce investment risks, but also mobilized its enthusiasm, franchisees make more intentional terminal sales while companies are to stabilize franchisees at the same time, to better develop product sales channels , Forming a win-win situation for enterprises and franchisees. "
Textile industry is facing the dilemma
Textiles belong to consumer goods, and the sixth class household appliances facing the same embarrassing situation is that direct selling products are often fast consumer products, whether it is health products or cosmetics, spent on the need to re-purchase, and the use of shorter cycles, Repeated consumption is relatively high. However, home textile products do not have fast elimination conditions.
This reporter has learned that there is a more complicated relationship between textile enterprises and direct selling enterprises. Although the main body of direct sales is individuals and families, the main body of the use of textiles is also individuals and families. More importantly, the high degree of industrial integration between the two: direct selling companies has always advocated the individual-centered circle of friends, but also hope that the simple sales relationship into a long-term sustainable friend relations; and the current pursuit of textiles And the key to change is also hoping to establish sustainable deals with users and families. Although the original intention is the same, the specific form it faces is complicated.
In addition, the textile industry is not the most concerned about the issue of sales volume rather than inventory, inventory pressure is the most concerned about the business is the most troublesome problems, inventory is a serious problem affecting the development of enterprises, but almost all businesses will be plagued by inventory. Money has always been hard-earned, and often hard-earned money, are in the warehouse inside. Stockpiling phenomenon is particularly prominent in the textile industry, at present, most of the textile enterprises in the year, six months in normal sales, six months in digesting inventory. The face of thousands of square meters of inventory backlog, home textile enterprises anxious.
Although some textile manufacturers digest their memory with the channels of e-commerce, the contradiction between e-commerce and the huge distribution system under the internet and the new channel and the original distribution system are inevitable. If the online and offline sales of the same product, it is equivalent to competing with agents and customer resources.
At the same time, the nature of the internet market determines that the prices of online products are lower than those of offline ones, exacerbating the intensity of such resource competition. How to avoid the competition between two channels of "mutual motivation"? This has become a problem for textile enterprises to launch e-commerce.
Second, the direct selling environment is complex and changeable. Reporters found that after the textile products into direct sales, and did not reach as much as the direct speculation that hot. Followed by the impact of health products, cosmetics market, so that some direct enterprises will focus on health products and cosmetics. In addition to a small number of enterprises are still focused on home textile products (such as the pulse), the majority of companies have shifted the product line of sight.
Rely on single items such as textiles alone, and can not let the business to live, or in the direct selling industry, bigger market, rely on this single product is not enough, you must rely on other product lines to supplement, after all, now account for The market share is still heavier health care products, cosmetics, these traditional direct sales products. Looking at the current direct sales market, there is not a direct selling enterprise that mainly produces products based on textile products. However, more and more enterprises will list textile products in their product list when choosing new products, such as green rhyme, midrib Wait.
Now with the rise of the application of the textile enterprises, the textile market this piece of cake back to a high profile direct sales. So the future of enterprises can rely on this product as a core product, or the main product to expand the market, but also the market to verify.
Direct product range continued to open
Many people in the direct selling industry think that today is an era of homogenization of direct selling products. In short, the homogenization of products means that they are duplicated too much and lack innovative products. In addition to blindly follow the trend, more importantly, direct marketing product categories are limited to six categories, however, six categories are not kept pace, on the contrary health products and cosmetics, daily necessities are often homogenized serious. Health products tend to function is to improve immunity, anti-fatigue, etc .; cosmetics whitening, replenishment, acne and other effects; and eventually lead to direct sales of products in the content, quality, technology content, the use of value tends to be no difference, followed by Came to the lack of differentiation between the various businesses. Breaking the homogenization necessarily requires innovation, but more needs to be done to ease the scope of direct sales.
During the National "two sessions" in 2016, National People's Congress Ling Peixue proposed to cancel restrictions on the approval of direct sales areas and approval limits for direct sales products when interviewed by the media. The second point mentioned is to relax the scope of direct marketing operations, will constantly adjust the service network system, wherever possible, to continue to expand the variety of direct sales products, to relax the direct sales area restrictions and give full play to the decisive role of market resources allocation. Relaxing the scope of direct product is an inevitable process, but can not be hurried, need gradual and orderly. In 2015, the scope for direct entry of agricultural products into the sixth largest category of agricultural products in China became the focus of discussion. Now it seems that agricultural products have lost the sixth major category, but it does not mean that agricultural products can not come in. Perhaps the seventh category is agricultural products, while agricultural products Also have access to direct selling conditions, but the timing is not yet ripe.
Prior to this, the industry has been the voice of the relaxation of the scope of direct sales products on the continuous, compared to open multi-level direct sales, to relax the direct sales product range is a beneficial and harmless process. After all, China's consumer market continues to rise, expanding the product range for the further development of the direct selling industry is particularly important. First, expanding the scope of direct sales products will help enterprises to expand their product innovation to existing areas, thereby reducing the homogeneity of their products. More importantly, opening up direct sales restrictions will encourage regular direct selling companies to focus on the needs of the market On-demand, so as to enhance the ability of product development and innovation in the entire direct selling industry. It will also provide more opportunities for traditional enterprises to transform direct sales.
Although most of the textile enterprises do not understand the business model of the direct selling industry and do not know how to apply for the license, how do they do business, they all think that direct marketing is a breakthrough point for the weakened textile industry in recent years and hope that there will be a new model And channels can reverse the current decline in the textile industry.
