"Familiar with fabrics, but not familiar with young consumers" "As soon as you see a pattern exploding, everyone follows the trend and can only fight a price war." Seeking"... the merchants of the Jiangsu Nantong Home Textile Industry Belt said frankly at a meeting.

This situation will change in the future. On September 28, Nantong teamed up with Tmall to launch the digital transformation of the home textile industry, jointly promoting innovation at the source of the industry, and establishing the home textile brand. The two parties will build the first domestic textile brand digitalization pilot, and plug in the "digital" wings for industrial transformation and upgrading and high-quality economic development.

The world' s home textiles look at China, and the Chinese textiles look at Nantong. It is reported that more than 50% of domestic bedding products come from Nantong. This long-established home textile industry belt has seized the dividends of e-commerce in recent years and ushered in a wave of rapid growth. The figures show that in the past year, merchants in the Nantong Home Textile Industry Belt, which are active on Taobao and Tmall, have increased by 8 times, with an average daily growth rate of more than 100% year-on-year.

However, with the entry of the low-price competition model, there are signs of bad money driving out good money. In addition, the age of practitioners in the home textile industry is too old, and the new consumer population is getting younger and younger. This makes businesses generally face two major problems: Insufficient innovation in the supply of goods and poor understanding of new people.

To this end, Tmall will start with brand building, provide digital services for industry-leading businesses, including upstream manufacturers and design studios, promote the digitization of the entire chain of the home textile industry, and stimulate new supplies.

These digital tools and capabilities include: consumer insights in the Tmall industry, new product testing of Tmall TMIC (New Product Innovation Center), on-demand production of rhino manufacturing, etc., and regularly publishes industry trend research white papers.

"The growth of the home textile industry requires the improvement of digital management capabilities and supply chain efficiency." Liu Peng, executive deputy director of Nantong International Home Textile Industrial Park, revealed that the Taobao Tmall Merchant Operation Center will be settled in the park in the near future. Manufacturers, etc. can take the lead in using Tmall’ s digital tools to create new competitive advantages and help incubate the industry with cutting-edge brands.

Wang Fei, general manager of Tmall' s home furnishing division, said that the Nantong home textile industry belt is growing into four types of brands: designer brands, trend-returning brands, cutting-edge style brands, and source factory brands. In the coming year, Tmall will jointly develop 20,000 new trending products with industry belt merchants to help businesses enhance their brand power and promote the brand upgrade of industry belt merchants.

At the kick-off meeting, the first white paper on bedding products issued by Tmall Home Textiles Industry and Tmall TMIC showed that "washed cotton", "nap blanket", "beauty bedspread" and "old coarse cloth sheets" have become popular searches among consumers nowadays. From the perspective of color, urban white-collar workers prefer pure color style, parenting parents prefer pastoral florals, and small town youths prefer lattice style.

Based on these insights, Beyond Home Textile successfully launched a new four-piece set of new technology to keep warm, and once won the store’s sales champion. “Before we were separated from consumers by one floor, now we are directly facing consumers in the Tmall flagship store. TMIC allows us to better understand what consumers love."

"I've been in the industry for a long time, and I know both upstream and downstream, but only unfamiliar consumers. The consumer perspective summarized by Tmall is too useful for us." An industry leader said that following the trend and lowering the price will ultimately not see the future Yes, it will not only make no money, but will also waste excess capacity and resources. "We value the sustained and stable growth of Tmall."

Industry insiders stated that Tmall aims to help companies do D2C (brand direct connection to consumers), and actively integrate the consumer Internet with the industrial Internet, open up the demand side and the supply side, and achieve an efficient link between consumer insights and industrial ecology, so that upstream Manufacturers can quickly grasp new consumer trends, which will create new value for various industrial belts.