Nantong Home Textile Industry, E-Commerce is a Breakthrough

Located at the junction of Tongzhou District and Haimen City in Nantong, China, stacked stone bridge is just a small, ordinary village, but the output of home textile products here accounts for 60% of global production. In China, Taobao is the number one e-commerce platform, and Nantong home textiles and e-commerce development are inseparable. In the stacked stone bridge, two years ago, the home textile e-shop was put into operation, its entrance “Alibaba” “Taobao” sign flashing, reflecting the new vitality here.

On the eve of Taobao shopping festival, just in this home textile e-mall, home textile live festival just ended. The total number of interactions was as high as 11.85 million, and the Taobao live broadcast brought a year-on-year increase of more than 500% in transactions – a series of figures that gave local businesses a new jolt and opened up new possibilities for the development of Nantong home textiles and e-commerce.

One of CQI’s new friends, Jason, did nearly 100 million transactions on Taobao in one year in 2018, and he definitely won’t miss the new opportunity of Taobao Live. 2021’s Live Festival has just passed, and more than a dozen new anchors he recruited have started systematic training, and he plans to expand his own anchor team to nearly 100 people by 2022.

This is not the first time Taobao has brought new changes to Jason’s home textile business. Jason, who has been in the home textile industry in Nantong for almost a decade, has almost completely experienced the whole process of Nantong home textiles from the most traditional wholesale model to e-commerce and now embracing e-commerce live.

Nantong Home Textile Industry – How To Develop e-Commerce

Jason is one of the earliest Taobao merchants in Nantong home textile city. Around 2015, he opened his own store in Taobao and started to do sales of finished four-piece bed sets. Before that, Jason mainly did the upstream fabric production, printing and embroidery in the home textile industry, and he thought, “With Taobao, the opening of the industrial chain is logical.”

Through the Taobao store, his products have a direct bridge to consumers, in addition to continuing to supply wholesalers. This has allowed Jason to be more perceptive about the industry and more daring to let go of innovation.

Unlike the wholesale market, young people on Taobao have “fresh memories” of the four-piece bed sets their elders shopped for at home. When they grow up and start picking bedding for themselves, they are bewildered to find that there are few styles they want on the market, and the “childhood shadow” continues.

New consumer demand is growing, but the original wholesale model, Nantong home textile merchants, manufacturers away from consumers, lack of perception of new trends, but also lack of fresh blood injection. Like many local industrial zones and industrial cities, Nantong’s home textile industry had come to a crossroads: it would be old if it didn’t innovate.

Through Taobao, Jason discovered this new trend. He tried to make changes: switching to better fabrics, working with professional designers and designing patterns that were more in line with youth trends, and the new products soon opened up the market on Taobao. And Jason’s success on Taobao spread locally, and more merchants followed to update their product lines and change their design styles.

Jason thinks: “Taobao every few years will come out ‘something new’, I am more like to think about how to operate Taobao, has been followed more closely. The previous business mainly depends on the feeling and tends to take the data to speak after doing Taobao, following the trend on Taobao, now it seems that every step is right. Nantong home textiles and e-commerce development of the future can be expected”

Nantong Home Textile Industry – Big Flower Fabric is an opportunity

In the past, Nantong home textiles relied more on the price and production advantages. But in recent years, with Jason such as embracing Taobao merchants gradually occupy the mainstream, Nantong’s home textile industry is undergoing qualitative changes.

With the graduation of a group of young designers, the design style of Nantong home textiles is being forced by consumers to rapidly iterate, such as Scandinavian, Japanese and other more popular trendy style by young people. As with Jason’s transformation, the key to breakthrough in home textile design also comes from e-commerce. With the rise of a number of Taobao merchants, the local market pattern is changing. Some original design styles are gradually emerging, catering more to the needs of young people. The “big flower cloth” is slowly disappearing.

By now, the whole local market in Nantong is emphasizing design, style, trend and innovation. Designers need to think about how to make more innovative styles and designs to meet the diversified consumer demand on Taobao, which has also become their “happy trouble”.

Similarly, Jason and his Taobao store are also thinking about new directions: how to develop new and better fabric products? How to do Taobao live? Since the development of Nantong home textiles and e-commerce began to closely connect, years without much change in Nantong home textiles city, now a new story is happening every day. From the traditional home textile wholesale market to the current focus on design and trendsetting, the magical business power of e-commerce has revitalized the China home textile industry.

Nowadays, new species of major e-commerce platforms will appear at any time, and it is foreseeable that the innovation in Nantong Home Textile City will be even more rapid in the future.

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