Consumer demand has slowed, the overall economy has declined, and coupled with the triple blow of the COVID-19 epidemic, my country’s cocoon and silk market has encountered unprecedented challenges in 2020. According to Chinese customs data, from January to May 2020, my country’s total import and export of silk commodities was US$559 million, a year-on-year decrease of 29.81%. Faced with the “encounter” and “additional test questions” of the COVID-19 epidemic, silk companies took active actions to ensure production and ensure orders, and did everything possible to recover the losses caused by the epidemic. However, current pain points such as insufficient market orders and business difficulties need to be resolved urgently.
Online and offline integrated development
In 2020, the COVID-19 epidemic will inevitably have an impact on the silk industry. Facing difficult tests, silk companies have expanded new channels one after another, and the model of integrated online and offline development has gradually become normalized.
In the first half of 2020, under the severe impact of the epidemic, Wanshili Group completed the performance indicators set at the beginning of the year and Achieved year-on-year growth. Wansili Silk Culture Co., Ltd., a subsidiary of Wansili Group, has a deep understanding of market changes and consumer needs, and has proactively made rapid adjustments to product forms and marketing models. It has introduced innovations such as silk masks and antibacterial silk quilts that were driven by special needs during the epidemic. With the help of live broadcast e-commerce, the product quickly became a hot item online and offline, effectively promoting the company to achieve growth against the trend.
Faced with the “big test” of the sudden new coronavirus pneumonia epidemic, Guangdong Silk Textile Group handed in a qualified answer sheet . Sili Group, a subsidiary of Guangdong Silk Textile Group, achieved a “good start” in foreign trade import and export in the first quarter, with import and export volume increasing by 32.9% year-on-year. Sili Group’s “Supply Chain Live Broadcast” provincial foreign trade public service platform construction plan continues to enrich the platform’s financial service content, jointly promote online and offline financing products with a number of banks, and accelerate the transformation process of new foreign trade businesses.
As a long-established enterprise with a history of 51 years, during the epidemic this year, Jiangsu Huajia Silk Group encountered delays in resumption of factory operations, Problems such as large number of customer return orders. Huajia Silk actively transformed and successfully built the popularity of its new brand “SANGLUO” on Tmall. By establishing a professional e-commerce sales team, it relied on the platform to reposition market demand and adopted innovative design ideas and other measures. Currently, it is The Tmall flagship store already has 760,000 fans. By participating in the super fabric project of Alibaba’s Spring Thunder Plan, SANGLUO has gained more potential customers. It has also facilitated cooperation intentions between major customers and parent company Huajia Silk, and the customer base has become more targeted.
In the workshop of Jiangsu Huajia Silk Co., Ltd., workers are checking the production status of silk fabrics.
In the past six months, Sichuan Shuncheng Textile Co., Ltd. has transformed its production and operation methods to cope with the changes brought about by the epidemic. Shuncheng Textile Sales Department takes the initiative to contact every domestic and foreign customer, conduct repeated communication, adjust contract products in a timely manner, improve the contract performance rate, and ensure that the remaining order tasks are completed as scheduled. In terms of production, Shuncheng Textile adopts a two-way expansion approach to expand the scope of production and processing. While providing silk order production for traditional silk and satin dealers, it also provides processing services for upstream companies to minimize the production and operation costs of the company. Shuncheng Textile also tried to carry out Shu-painted cheongsam customization and silk finished product sales online, and achieved extraordinary market response.
“The company’s innovative development concept combines the factory with the museum so that visitors can not only see the production process of modern silk , and can also understand the history and culture of silk, corporate brands, and experience products, etc., integrating industrial manufacturing and industrial tourism, increasing the added value of industry.” Zhang Hecai, chairman of Sichuan Eagle Textile Co., Ltd., said, “During the epidemic, This model has achieved good economic benefits both online and offline, and its products are currently exported to Europe, the United States, Japan and other places.”
“All stores are closed, and shopping guides are unemployed at home. We urgently need to allow shopping guides to start working online, and at the same time transfer original members to online. The ERP system originally used by the store has no way to solve these problems, so Kaili Silk With the help of the Youzan retail system, we have done three things: building an online mall in a “Lego style”; using the salesperson function to quickly transform shopping guides online; and mini-program live streaming of goods. The Youzan retail system has become a key factor during this year’s epidemic. Li Silk’s ‘life-saving system’ has brought a win-win situation of channels and efficiency to Kaili Silk,” said Xu Shutian, general manager of Kaili Silk.
Under the epidemic, a wave of “Taobao entry” emerged in the Suzhou Silk Industrial Belt. Data from Alibaba shows: Since the Spring Thunder Plan was launched in Jiangsu this year, including the Silk Industrial Belt Enterprises from more than 20 industrial zones in Jiangsu are vying to log on to platforms such as Tmall, Taobao, Taobao Special Edition, AliExpress, Tmall Overseas, and Ali Auction. The overall number of enterprise registrations ranks third in the country.
Innovation and self-rescue to break the dilemma
Although the epidemic has brought great consequences to the silk industry It has brought shocks and pressures, but it has also brought opportunities and motivation for industry transformation and upgrading, and it has also inspired silk companies to seek opportunities and awareness in times of crisis.The courage to carry out. At a time when the epidemic is raging around the world, it takes courage and courage to stick to the main silk industry. The silk industry is facing challenges. Only by continuous innovation can it have a chance to break the predicament. Existing practice has once again confirmed that “poorness leads to change, change leads to generalization, and generalization leads to long-lasting”. In the big game of innovation, content and technology are lacking. Not even one.
Recently, at the new silk product show held by the Suzhou Silk Museum, the Suzhou Silk Museum and Hongdou Home collaborated across borders to The two-in-one “dual-line mode” of live and live broadcast shows the unique charm of millennium silk charm and modern trends, allowing consumers to experience the “new silk” of inheritance and innovation from silk culture, exquisite craftsmanship, raw materials and other aspects. This is the first cross-border cooperation organized by the Suzhou Silk Museum since the outbreak. “Seamlessly connecting the connotation of traditional silk with modern craftsmanship and design, it injects new vitality into silk culture.” Wei Baoxin, director of the Suzhou Silk Museum, said that Suzhou is known as “the home of silk and the land of beauty”. As consumers increasingly pursue quality life, it is imperative to explore new models that promote and inherit millennium silk.
Not long ago, Hangzhou Wanshili Silk Culture Co., Ltd. and the Kaihua County Government of Zhejiang signed an agreement on promoting the development of the sericulture industry strategic cooperation agreement. After signing the cooperation agreement, Wansli Silk will concentrate its efforts on developing a large-scale and intensive production base in the county focusing on cultivating innovative varieties such as colored cocoons and sericin cocoons. Colored cocoons and sericin cocoons will all be used in Wansli Silk Innovation Scientific research and high-end product series development. “Facing the severe challenges brought by the epidemic, we must comprehensively and deeply examine and analyze our core strengths and shortcomings from the inside out, re-establish confidence and anchor the direction of development.” Tu Hongyan, chairman of Wanshili Group, said from her statement Starting from thinking about development under the epidemic, three requirements are put forward: to re-understand the concept of brand development; to cultivate internal skills, improve ourselves, and innovate management; to continue to improve the construction of the “three forces” of learning, collaboration, and execution, and strengthen employees Sense of gain, honor, and responsibility.
Made with natural colored cocoons High-end bedding products made of Wansli gold silk quilts made from raw materials.
“The impact of the epidemic is mainly a temporary setback or delay in production. Although the sales data are not optimistic, the foundation of the industry is still there, the production capacity is still there, and the market demand is still there. We cannot lose confidence because of the impact of the new crown epidemic.” Zhao Yanhui, chairman of Shuncheng Textile, said: “The new crown epidemic has also brought us some enlightenments. First, when uncertainty becomes the norm, companies must increase their own risks. Awareness, we must develop internal skills, be brave in innovation, focus on the market, start with product structure and quality, and strive to survive in the complex market; secondly, the digital transformation of enterprise sales will also enter the perspective of traditional manufacturing, cloud sales, live broadcast New marketing methods such as bringing goods have also become a priority for corporate sales.