Nantong home textile industry belt’s “shift to new direction”
In Douyin’s e-commerce, the seller of textiles started from scratch and now has daily sales of 600,000 yuan. How did Wang Hao, born in 1985, do it? From September 9th to 21st, Douyin e-commerce launched the “Douyin 921 Good Things Festival” promotion. The platform gathered 50 different regional industries across the country to bring good products, such as Nantong home textiles, Yangzhou toys, Changshu clothing, Yixing purple sand, Suqian green plants, etc. Jiangsu’s characteristic industrial belts are among them, and behind the industrial belts, the stories of entrepreneurs are also very exciting.
Post-80s couple
Choose home textiles as the main track
Wang Hao, 34 years old, said that he is most fortunate to have a wife who has always supported him unconditionally and worked hard together, and he has also found a home textile business that he wants to work hard for. Friends who are familiar with Wang Hao said that he is a person with a special story. Wang Hao’s Douyin account “Home Big Mouth King” has an 11-minute top video, telling every detail of his journey: When he was young, he used During the holidays, I worked as a waiter in a hotel and delivered express delivery. After graduating from college, I took the 80,000 yuan I borrowed from my father-in-law and mother-in-law and went to Nantong Dieshiqiao Home Textile City to start my entrepreneurial journey. I have been working hard in the home textile industry for a long time. What started as a professional home textile photography company has gradually focused on doing home textile business on Douyin e-commerce and building a WWW+ home textile brand.
Wang Hao likes to record some short videos on his Douyin account to answer common questions about home textiles, such as “Is long-staple cotton pure cotton?” and “How to distinguish the quality of a four-piece suit bought online?” After more than a year of exploration, with the help of local service providers and the Douyin e-commerce platform, Wang Hao relied on Nantong’s mature home textile industry chain to more quickly integrate into the home textile track.
Because he has relatively high requirements for product quality, Wang Hao often goes to the factory to work as a “supervisor”. For example, for cotton bedding products, he will ask the manufacturer to release more materials. Prevent shrinkage after multiple cleanings, etc. He told reporters that Nantong Home Textiles has a complete industrial chain and is a flag. There is absolutely no room for mistakes in product quality, so he will stick to the bottom line of quality and create a home textile brand with “quality and warmth”.
His many years of experience as a professional home textile photographer also helped him a lot, giving him unique insights into product selection and product style. WWW+ home textiles can always follow the trend of trends, and some items have become hot-sellers on Douyin e-commerce. Today, Wang Hao’s team has about 30 people. He and his wife go to the factory during the day to select products, monitor production quality, etc., and start broadcasting after dinner. They are busy until the early morning, and then review with the team. He will also teach consumers in the live broadcast room how to match exquisite home furnishings. With his continuous efforts, Wang Hao’s Douyin account has attracted more than 400,000 fans. The average daily turnover of the live broadcast room has reached 600,000 yuan, and the peak sales in a single day have reached one million.
E-commerce live streaming
Helping the industrial belt usher in new development
The world’s home textiles look to China, and Chinese home textiles look to Nantong.
Behind Wang Hao’s success is Nantong’s mature home textile industry chain. The reporter learned that there is a saying in Nantong that more than 50% of domestic bedding products come from Nantong. This industrial belt, which can be said to be responsible for “half of China’s home textile products”, has seized the dividends of live streaming e-commerce and ushered in a new wave of development in recent years.
Xu Mingming, general manager of Nantong Luyun, the official service provider of Douyin e-commerce, told reporters that he and his friends have been working in the home textile industry for more than ten years and have a unique and profound understanding of Nantong’s home textile industry.
“Nantong home textiles has a complete industrial chain, and some local home textile factories also produce OEM products for various brands. The rise of live streaming in the past two years, especially the e-commerce platform Douyin e-commerce has created for interest e-commerce, has made Nantong Home Textiles has a bigger stage, which increases the popularity of Nantong Home Textiles brands and brings new development opportunities to Nantong Home Textiles,” Xu Mingming said.
Xu Mingming introduced that the live broadcast of Douyin e-commerce platform is different from traditional online stores and has a faster pace. “Take home textile products as an example. The update iteration cycle of patterns and styles on Douyin e-commerce is very short. Generally, a popular model only lasts about one or two months. Therefore, new categories and patterns must constantly appear. .”
Service providers are oriented to the entire industry belt. To understand the market conditions and industry changes, service providers also need to give certain suggestions. Xu Mingming said that as a service provider, his task is to grasp the trend and iterative changes faster and more accurately, and will make some product selection suggestions for anchors to help them quickly keep up with the rhythm of the platform and the development direction of the industry.
According to incomplete statistics, there are more than 30,000 accounts of Nantong home textile industry anchors who are active on Douyin. The characteristic of Douyin e-commerce is decentralization. The daily sales gap between top and waist anchors is not particularly large. It has also cultivated a large number of anchors with considerable daily sales. These anchors are now also new forces in the industry. , allowing Nantong Home Textiles, an old industry, to usher in new opportunities on the emerging live broadcast e-commerce track.
Global interest e-commerce
Helping good products reach consumers directly
Helping the industrial belt has always been the sinking of Douyin e-commerceFocus and deepen your goals. On June 9 this year, Douyin e-commerce released the “Industrial Growth Plan” to create the top 100 industrial belts for industrial clusters across the country. The “Industrial Growth Plan” helps industrial belts and small and medium-sized businesses improve the visibility of local products through five major measures: digital marketing capability improvement, operational service support, exclusive activity system and incentive policies, regional landmark support projects, and integration of high-quality supply chain resources. Drive employment and regional economic development, allowing more good products from the source to directly reach consumers, helping to lead a better life.
Behind the Nantong home textile industry belt is a huge industrial chain foundation and high-quality product confidence. The old industrial belt also needs more new blood to stimulate vitality. With the help of Douyin e-commerce’s support policy for the industrial belt, more home textiles can also be made Good things from the source reach people in need quickly.
The reporter learned that from September 9th to 21st, Douyin e-commerce launched the “Douyin 921 Good Things Festival” promotion, giving full play to the advantages of all-area interest e-commerce, gathering 50 different regional industrial zones across the country, and gathering various types of products. High-quality source goods, through the display and interaction in the live broadcast room, allow consumers to purchase high-priced goods from all over the place in one stop without leaving home.
There is no business that can be won without hesitation, and the same goes for Nantong Home Textiles, and so does Wang Hao. When Wang Hao took his family on a self-driving trip, he did not forget to make Nantong home textiles famous. His car had a slogan “Good home textiles, made in Nantong.” He also brought a lot of home textile products and displayed them in scenic spots and seaside places for everyone to see. In his words, if you regard home textiles as your long-term career, you must try to “endorse” the Nantong home textile industry to meet the diverse consumer needs of consumers.
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