Confidence index, market satisfaction, and the number of encounters in logistics operations... These aspects can present the current status of the current textile manufacturers in multiple dimensions.
When these data were quantified, we found that Zhengzhou textile merchants faced many unbearable pains: 70% of merchants complained, and the metaphor of business was “the foot of the bed – the vitality of deathâ€; the market such as Yuantong is still not complete. Capturing their own merchants, “unsatisfactory†ranks first; the phenomenon of downstream customers owing debts has repeatedly appeared, and some merchants have suffered four or five supermarkets in bankruptcy.
ã€story】
Yang Wen’s life is 33 years old. The story of the dramatic bedding series has only started since the age of 33. After several ups and downs in the sea of ​​business, she has settled in Jinrong International Textile City, acting as the agent of “Baoyu†brand and independently developing the “Dream†brand.
Join hands with the supermarket to expand the store
3 years loss of more than 1.4 million yuan
Before the age of 33, she did a wholesale business for 10 years. In 2010, 33-year-old Yang Wen took aim at home textiles and began to "toss up".
Yang Wen invested more than 1 million yuan in one breath, and at the order meeting of a manufacturer, he saved 400,000 yuan. She selected a 140-square-meter shop in Zhengzhou Thanglong Plaza to be a specialty store.
The new shop has no passengers, no market operation guarantee, and does not understand the home textile industry. Yang Wen laughs at the "three noes", and some are only a bloody one.
After opening, she focused on a 5km customer base. The effect was surprisingly good. In the first year of the transfer, Yang Wen’s store turnover was more than 1 million yuan. Excluding rent, she earned hundreds of thousands of dollars.
As everyone knows, the trip was too smooth, and she buried a hidden danger for her to fall in the future. In March 2011, Yang Wen set about branding and began to cooperate with supermarkets such as Yonghui, Dashang, and Beijing Hualian. Yang Wen is the supplier of these supermarket stores. Every time she opens a new supermarket, she follows.
The strategy of joining hands with supermarkets to seize the market is not as expected, and it is even more difficult in the later stages. In the first half of the year, the expansion of a new store was too fast. From 2011 to 2014, Yang Wen opened 27 new stores, with more than 70 product lines and a sharp increase in investment to more than 3 million yuan.
She loses money every year and loses three consecutive years. By 2014, the loss was more than 1.4 million yuan. She chose to break the arm to survive and withdraw from the mall.
From zero to a single show
After the withdrawal, Yang Wen entered the Jinrong International Textile City and completely cut off 27 stores. She started again from the self-employed, without wholesale customer resources, which is equal to starting from zero.
She launched a carpet-style push mode, targeting the surrounding wholesale market, riding an electric car, holding samples, and selling one family at home.
The door push has an effect. In Zhengzhou South Third Ring Auto Parts City, she knew a female boss when she pushed the ground. The latter bought 10 quilts for the first time and more than 100 for the second time. The boss also recommended 12 customers to Yang Wen, and finally sent more than 1,000 quilts. Relying on quality and reputation, her shop slowly grow up.
Today her business is "good year after year." The storefront has expanded from 45 square meters to nearly 300 square meters. Customers often squeeze the store out, and the people waiting in line to buy goods are constantly on the door.
Yang Wen also admits, rent, utilities, labor, environmental management increased operating costs, product prices, increasingly slim profit margins, only by the amount of walking.
ã€survey】
70% of merchants said that profits fell
There are not many merchants like Yang Wen’s business that is “good year after yearâ€.
In the survey, many merchants mentioned that the current business is not doing well. "The profit has dropped sharply compared with last year." Some merchants even said that in the first half of this year, compared with last year, profits fell by about 70%.
Mr. Wang, who runs children's home textiles, said that in the past, when he arrived at the store, two or three people in his store had to be busy, and this year alone was enough.
"Now there are quite a few textile markets in Zhengzhou, and there are many merchants that have settled in. In fact, everyone is squatting on the foot of the bed - and staying energized." Mr. Xu, who specializes in selling curtain accessories in Jinyi International Textile City, is outspoken.
The proportion of merchants in this industry is not high. 80.56% of respondents said business "does not conduct electricity supplier business", the remaining 19.44% of the businesses have to carry electricity supplier business. Among all the merchants surveyed, 97.22% of the merchants' e-commerce business accounted for less than 10% or zero.
Moreover, for the business of the store in the second half of the year, most merchants are worried and feel that they will continue to be in a sluggish situation or worse.
At the same time, the proportion of merchants who see the decline in the industry is much higher than the proportion of optimistic. Half of the merchants are confused about the future of the industry.
ã€Satisfaction】
Jinrong merchants are most satisfied with the market
Most people look down on the industry and the future, so how satisfied are merchants with their respective markets?
The proportion of “unsatisfactory†votes for each market was: Yuantong Textile City’s “unsatisfactory†votes were 37.5%, Jinyi International Textile City was 12.5%, and Jinrong International Textile City was 0%. (That is, no merchants are dissatisfied with Jin Rong’s vote).
Merchants have the highest dissatisfaction with Yuantong Textile City. The reasons are mainly “too high rent†(50%), “too many competitors, saturated business districts†(75%) and “bad business†(50%).
Of course, more merchants have voted for their own market. These happy places are not the same:
Jinrong International Textile City merchants believe that Jinrong Market has “high visibility, high popularityâ€, “excellent location, developed logistics, large passenger flow†and “developed traffic†(in order of low to high).
The merchants of Jinyi International Textile City will vote for the “developed trafficâ€, “excellent location, developed logistics, large passenger flowâ€, “high visibility and high popularity†(in order of low to high).
[Logistics]
Very few logistics roads
Customers run a lot
In the survey, most merchants said that they rarely encountered logistics.
Their more trusted logistics companies include Dafa Logistics, Innovative Logistics, Golden Elephant Logistics, Amway Logistics, A, B, D, and Fangyuan Logistics.
"Although there is no logistics to run, customers can run." Merchants said.
Ms. Zhang, a merchant who sells accessories in Jinyi International Textile City, said that since 2014, she has been “running†more than 100,000 yuan by three or four customers in the county.
"I know where their family is, go find it, people meet, call and pick up, but that means no money." Ms. Zhang said.
Ms. Zhou, who also worked in the accessories business of Jinyi International Textile City, was also “run†by more than 100,000 yuan. "Do not pay attention, he does not want your goods; credit, money will not come back." Ms. Zhou said.
Mr. Xie, who is doing bedding wholesale, was in arrears with more than 100,000 yuan in four or five bankrupt supermarkets.
“When the supermarket business is good, they will check out normally. After the business is not good, they will start to default.â€
"Business is so bad, logistics running, customers running, supermarkets running will have a certain impact on the confidence of merchants." Mr. Xie said.
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