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A word from one family: terminal consumption from the perspective of big brand home textile

In the first ten days of June, the author visited the sales situation of cotton textile market in the third tier cities, understood the light before this, and saw the hope in the future, because the textile market consumption is the terminal of the whole cotton industry chain, "it is good, the whole industry will be good."

In a commercial street in an urban area of Yancheng, Jiangsu Province, "Mercury" and "Luolai" two brand home textile shops have been attracting people's attention with elegant style and rich varieties, and they have been operating well for many years before the impact of the epidemic. However, the novel coronavirus pneumonia epidemic impact on the textile consumer market is rapidly appearing in people's daily shopping behavior.

The store managers of the two stores told the author that around the Spring Festival, it was the golden season for newly married young people to buy household products and clothes. The sudden epidemic not only delayed the marriage or simply arranged marriage for some young people, but also severely reduced their desire to buy clothes and accessories during the spring Festival due to the limited travel of people. "Every day the store opens, there is no business.". This is almost a unified phenomenon in China, which is accepted by many businesses and customers. In the first quarter of this year, the sales of mercury and Luolai stores in a certain region were only 20% of the same period last year. To this end, these offline enterprises with different market brand reputation survived under the double pressure of epidemic situation and online sales.

It is understood that during the consumer rights and interests protection day on March 15, "Mercury home textile" store held a "big price cutting and Exhibition" activity, which greatly publicized the grade value of pure cotton life in the new era and guided people to widely use pure cotton products. The owner of the store said that during the epidemic period, the store did not care about making money, leading fashion consumption, reducing commodity inventory, and getting through the epidemic is true. Recently, these stores have tried to promote all kinds of sales promotion methods in the form of seasonal clearance, discount and bonus purchase, so as to start the market as soon as possible and heat up the fire.

At night, the "Mercury", "Luolai" and other brand home textile shops on the street are still bright. The owner told the author that except for the supermarket, the franchise stores are usually closed at night, but now they are delayed to close until 9:30-10 o'clock. Although there are not many customers, it reflects a kind of heart to meet the challenges of the market and facilitate consumers And since March, the obvious upward trend of consumption and the growing popularity and sales in the store give them confidence. The sales volume of the two stores during the May Day holiday is even better than that of the previous years, because some men and women who were originally married during the Spring Festival have changed around the May Day holiday. And then a series of marketing promotion activities are held, which is just a kind of cheering and exaggerating momentum for the market to usher in a turnaround as soon as possible.

Thousands of sails pass by the side of the sunken boat, and ten thousand trees spring ahead of the sick tree. Facing the increasing textile consumption market, it is not only good news for the whole cotton industry, but also confidence accelerator. Of course, the front-line stores also feel that the future textile market needs to face the problem of post epidemic market adjustment of product grade structure. We must consider more consumers' ability to bear the price of textiles, not only to have more varieties and styles, but also to have a proper price, so that the buyers can achieve consumption. At the same time, we will further promote the publicity and guidance of the concept of pure cotton consumption, increase the share of cotton production, sales and circulation, and create a quality and happy life in a natural atmosphere.