"Terry Museum" integrates the industry

“One-third of all towels in the country are produced in Goyang, and 70% of Goyang towel companies do OEM work for others. We hope to create a platform that can not only match the design, procurement and production of the towel industry chain. All resources, and more importantly, the 'Gaoyang Towel' local business card was launched. Let more people know that Gao Yang has a brand and a better product.” On June 16th, the theme was “pioneering and innovation, cooperation and mutual benefit”. The first towel design exhibition in Gaoyang, Hebei, and the “Terry Museum” on the line ceremony, said Dai Yunsheng, chairman of Xun Textile. He believes that the transformation and upgrading of Goyang Towel has only just begun. In the future, Goyang will develop into a well-known towel brand like Japan Imabari.

Calling regional brands from the Internet

In recent years, home textile companies have paid more and more attention to the use of mobile Internet new technologies and new methods for market expansion and brand communication. As an industrial cluster with more than 400 towel manufacturers, Gao Yang has also been working hard in this direction.

It is reported that, every year, Gaoyang County took out 10 million yuan of special funds to support textile enterprises to accelerate technological transformation and equipment renewal, and vigorously implement innovative driving strategies, and strive to crack the key bottleneck problem restricting the development of Gaoyang towel industry, promote the establishment of an online sales platform for towel companies. , strive to achieve "online market" and "offline market" a win-win situation. At present, about 2,000 companies in Gaoyang County have their own e-commerce platforms, and many of these platforms are small and scattered towel e-commerce. These resources need to be further optimized and integrated.

Instead of dispersing its strength, it is better to strike out. It is precisely this point of view. The company did not choose to go it alone, but instead led dozens of local towel companies and factories with their own advantages to join the B2B e-commerce platform “towel museum”. , And use the card Di Hao brand, they want to create a high-Yang Internet towel electricity supplier name brand.

Dai Yunsheng said: "The Internet economy has changed the traditional supply and demand model, driving the company's operational focus from the back-end production and manufacturing to the marketing transfer. At the same time, the rapid growth of social media applications and the rise of the mobile Internet has further changed people. Communication with people, people, society, enterprises and enterprises It is reported that Jie Liya sells towels about 200 million yuan a year online, and online sales account for half of its total sales. The flattening of the sales channels in the towel industry and the sinking of terminals have become a trend. Therefore, more accurately grasping the individual needs of customers and tapping new business models in the Internet era is the goal of setting up a towel towel service platform called the 'Terry Museum'.

The "Terry Museum" will take advantage of the complementary advantages of the participating companies, rely on the new high point weave design company to provide product design, use the textile equipment samples with modern equipment, and acquire market information through the interaction of the platform and purchasing customers, and then co-located The factory provides a guarantee for the supply of goods to the customers and realizes the closed loop of the towel production chain, gradually highlighting the platform effect.

Change the business model around the "customer core"

The core of the Internet era is the people. Enterprises are no longer superior, but they must establish close and friendly relationships with customers. For this, Dai Yunsheng agrees. He believes that if Gaoyang Towels wants to change from OEM OEM to branded products, the most important thing is to change the business model and change from factory-based to client-centered. “Over the years, Gaoyang Towel has been factory-driven. The factory purchases designs from design companies and sells them to buyers. This traditional supply and demand model has long since been changed in other industries and becomes customer demand-driven. What the buyer wants to buy, what the company designs, what it produces. 'The towel museum' is to create a business process for the towel industry from customer to design to production."

In order to achieve this goal, the “towel museum” platform has set product reservation functions, mainly for buyers and other towel companies with individual needs. Through interaction with customers, product design and development are carried out according to customer needs to produce products that customers want.

In this regard, Ma Jingjuan, general manager of Beijing Changxiang Youpin Textile Co., Ltd. stated: “Dealers are most able to perceive consumer preferences and feelings about products. We hope to have such autonomy. According to our understanding of customers, we can independently choose us. What kind of products you want to sell. Only by realizing such changes can you change the imbalance between supply and marketing as well as solve problems such as inventory and capital flow."

In addition, big data in the Internet era is also an effective tool that Daiyunsheng believes can help Gaoyang Towel achieve greater development. “With the advancement of Gaoyang enterprise hardware and equipment, the requirements of software manufacturers have also gradually increased. The production of products has been copied or copied from the original and entered the independent R&D design stage. The 'Terry Museum' platform can be collected, analyzed and mined. Consumer data improves the directionality and accuracy of the design."

Building the Future with Standards and Features

The card-based textile company's 19-year-old new high point flower design company now serves more than 1,000 companies and designs more than 2,000 new products each year. Despite this, its R&D speed still cannot meet market demand. Dai Yunsheng said frankly: “There are two reasons. First, the towel market is very big. Second, the life cycle of towel products is very short. Therefore, we are constantly expanding our R&D team and improving our research and development capabilities.”

According to statistics, in the first quarter of this year, 1913 domestic enterprises above designated size in the textile industry in China achieved an output value of 49 billion yuan, an increase of 8% year-on-year, an increase of 6 percentage points from the previous value of 2.1%. Among them, the value of domestic sales of towels to achieve 15 billion yuan, an increase of 8.1%, higher than the growth of bedding. At the same time, the turnover of Gaoyang Textile Trade City increased by 4.55% year-on-year. In the first quarter, except for the export of towels, which increased by 4.4% year-on-year, the exports of various types of products in China's textile products decreased compared to the same period of last year.

In spite of this, there are still many mid-to-high-end consumers who are not within the range of domestic brands. Recently, a "white cloud" towel from Japan has been used by major cross-border e-commerce vendors. In this regard, Dai Yunsheng also heard. “The brand behind this product is Imabari in Japan. Imabari is not only a brand, but also a towel production base. The towels here are known for their strict standards.”

The same as the important industrial base for towels and business distribution center, compared with Imabari, Gaoyang towel is the lack of its own standard system. It is reported that the Imabari standard includes the use of organic cotton grown in Japan in the production process of the towel; the high-quality mountain spring water sourced from the Takayama Mountains is used for rinsing; no chemical addition is used in the process; the time required for the towel to sink in the water It should be kept within 5 seconds to prove excellent water absorption.

In this regard, Dai Yunsheng said: “We have a long way to go from such a standard. In addition, thanks to the warm climate and water resources, the city of Imabari is rich in organic cotton. It is very important for the world-renowned regional brands to find their own characteristics and advantages."