Observation: Textiles Will Become The Seventh Category Of Direct Selling Products.

In 2016, with the release of the sixth main categories of direct selling products, home appliance manufacturers quickly entered the direct selling market, but there still existed the problem of homogenization of products in China's direct selling market.

But reporters learned from the Ministry of Commerce direct selling industry management information system, in its announcement of the list of accepted enterprises, Jiangsu violet home textiles Polytron Technologies Inc, lssha Holdings Limited, Xian Yi Dai Limited by Share Ltd and other textile enterprises are among them.

Then, as textile enterprises enter the direct selling industry one after another, judging from the scope of the six major direct selling products (cosmetics, cleaning products, health food, health equipment, mini Kitchenware and household appliances), the range of textile products entering the seventh category of direct selling products is expected.

Nowadays, many textile manufacturing enterprises are facing the cruelty of investment. In order to attract distributors, it can be said that it is hard work, but in the face of their own organization and resources problems, they often fail to achieve the desired results.

Such blind investment will inevitably lead to textile enterprises unable to accurately position the market strategy.

In order to find room for survival in the future development, some textile brands have submitted the application information to the Ministry of Commerce.

After the pharmaceutical companies, textile enterprises have begun to join the army of the Shen card. Textile will become the new army of the direct selling family.

It is understood that in the 6 categories of direct selling products approved by the Ministry of Commerce, most of the clothing and textile products of direct selling enterprises are classified under the classification of health equipment.

Insiders said that the combination of textile products and direct selling had a glorious history overseas, and the sale of textile products by direct selling has only just begun in the past two years.

At present, apart from the midrib dedicated to health care home textiles, other direct selling enterprises are launching functional underwear, knee pads and other textiles.

In addition to the midrib, among the direct selling enterprises that have already obtained direct selling license, there are 13 enterprises involved in textiles: Sansheng, new era, Bao Jian, Fu Di, an Hui, Dongsheng Albert, Enron, Yan Di, double Di, kangman home, foundry source, Jin Ke Weiye and so on. That is to say, there are more than 7% direct enterprises in the layout of home textile market, competing for market share.

Chen Dongfang, a well-known direct selling expert, told reporters: "at present, the dispute between franchisees and agents in the textile industry has become the pain of growth for all textile enterprises. In the off-season, interest rebate and year-end rebate are not enough to stabilize the franchisee's mind. In this case, the direct marketing mode is a new mode developed by textile enterprises under traditional marketing channels.

Nowadays, the direct selling mode is recognized by many traditional manufacturing enterprises, and it is also a dream for the franchisees to realize their own businesses. The direct selling mode guarantees the interests of the franchisee and reduces the investment risk, and at the same time arouses the enthusiasm of the franchisee, so that the franchisee can better sell the terminal.

And while stabilizing the franchisee, enterprises can better expand the sales channels of products and form a win-win situation between enterprises and franchisees.

Textile is a consumer resistant product. Facing the same awkward situation with the sixth categories of household appliances, the products produced by direct selling enterprises are often fast moving products. Whether they are health care products or cosmetics, they need to be re purchased after they are used up, and the use cycle is short and the consumption of repetitive products is relatively high.

But home textiles products do not have the conditions for quick elimination.

The reporter understands that there is a more complicated relationship between textile enterprises and direct selling enterprises, although the main body of selling is individuals and families, and the main body of textiles is also individuals and families.

More importantly, the two industries have a relatively high degree of integration: direct selling companies have been advocating the sales of personal centered circle of friends, and they want to turn simple sales relations into long-term and sustainable friends. The key to the pursuit and pformation of textiles is also the hope of establishing sustained pactions with users and families.

Although the original intention is the same, the specific form is complex.

In addition, the most concerned problem in the textile industry is not sales but inventory. Solving inventory pressure is the most concerned and troublesome problem for enterprises. Inventory is a serious problem affecting the development of enterprises, but almost all enterprises will be troubled by inventory.

Money is hard to earn, and often hard earned money is in the warehouse.

Inventory accumulation phenomenon is particularly prominent in the textile industry. At present, most home textile enterprises are in normal sales for six months in a year, and they are digesting inventory in half a year.

Facing thousands of square meters of inventory backlog, home textile enterprises are burning with anxiety.

Although some textile production enterprises use the electricity supplier channel to digest their memory, the contradiction between the new channel and the original distribution system is inevitable when e-commerce is combined with the huge distribution system under the line.

If you sell the same products online and offline, you will compete with agents for customer resources.

At the same time, the characteristics of the network market determine that the price of online products is lower than that under the line, which makes the competition of resources more intense.

And how can we avoid the competition between the two channels of "right hand to hand fight"? This has become a difficult problem for home textile enterprises to develop e-commerce.

Second, the direct selling environment is complex and changeable.

Reporters found that textile products after entering the direct sale, and did not reach the direct vision of all enterprises as hot.

Immediately after that, the impact of health products and cosmetics market led some companies to focus their attention on health products and cosmetics.

Apart from a small number of enterprises still focus on home textile products (such as midrib), most enterprises have shifted their product line of sight.

Relying solely on textiles, such as single products, can not keep the enterprise alive, or in the direct selling industry, to make a big market, relying solely on such a single product is far from enough. We must rely on other product lines to supplement it. After all, the traditional selling products of health care products and cosmetics are still more important than the market share.

Looking at the current direct selling market, there is no direct selling enterprise that focuses on textile products. However, more and more enterprises will include textile products in the list of products when they choose new products, such as Green rhyme, midrib and so on.

Nowadays, with the rise of the textile enterprises, the cake of the textile market has returned to the market with a high profile.

Whether the future enterprise can rely on this product as the core product or the main product to make a big market, the market needs to be verified.

Many people in the direct selling industry think that now is the era of homogenization of direct selling products. In a word, product homogenization is too much replication and lack of innovative products.

In addition to blindly following the trend, it is more important that the category of direct selling products is only limited to six categories. However, the six major categories are not parallel, but on the contrary, health products and cosmetics, daily necessities are often homogenized.

Health products tend to improve their immunity and anti fatigue. Cosmetics are whitening, replenishing and removing acne, and ultimately lead to direct differentiation of products in terms of content, quality, technology content and use value.

Breaking homogeneity will inevitably require innovation, but it is also necessary to relax the scope of direct selling products.

In 2016, during the two sessions of the National People's Congress, Ling Pei Xue, deputy to the National People's Congress, suggested that the restrictions on direct regional examination and approval and the scope of examination and approval of direct selling products should be abolished.

One of the second points mentioned is to relax the scope of direct selling operation, adjust the service network system constantly, expand the products of direct selling in conditional conditions, relax the direct regional restrictions, and give full play to the decisive role of market resource allocation.

The relaxation of the scope of direct selling products is an inevitable process, but it can not be rushed and needs gradual progress.

In 2015, the range of agricultural products entering the sixth main categories of direct selling products in China has become the focus of discussion. Now it seems that agricultural products have lost sixth categories, but they do not mean that agricultural products can not get in. The seventh category is agricultural products. Meanwhile, agricultural products also have the conditions for direct sales, but the time is not yet ripe.

Previously, the industry has been relaxed about the scope of direct selling products, and the relaxation of multilevel direct marketing and relaxing the scope of direct selling products are a harmless process.

After all, China's consumer market is constantly rising. Expanding the scope of products is particularly important for the further development of the direct selling industry.

Expanding the scope of direct selling products first helps enterprises expand their product innovation to the existing areas, thereby reducing the homogenization of enterprise products; and more importantly, opening up direct sales restrictions can encourage formal direct selling enterprises to put their eyes on the needs of the market and supply them on demand, thereby enhancing the R & D and innovation capabilities of the entire direct selling industry, and providing more opportunities for the pformation of traditional enterprises in direct selling.

Although most textile enterprises do not understand the business mode of direct selling industry and do not know how to apply for cards and how to operate, they believe that direct selling is a breakthrough point for the weak textile industry in recent years. It is hoped that there will be new models and channels to reverse the current decline of the textile industry.

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