In a recent promotional event on Taobao, several Ningbo-based textile and clothing brands made a strong impression, showcasing impressive sales figures. Bo Yang Home Textiles, for instance, achieved a staggering 34.68 million yuan in sales, while the "Tang Shi" casual wear line generated 14.5 million yuan. GXG Men's Fashion reached 11 million yuan, and the "Related" women's shoe series earned 3.5 million yuan. These results highlight the growing influence of local brands in the e-commerce space. Bo Yang Home Textiles, in particular, stood out with a single-store sales volume of 36.68 million yuan in one day, securing the top spot across all e-commerce categories. This achievement marked a breakthrough for the home textile industry, which had previously been overlooked. It also set a new record for Taobao Mall, surpassing the previous single-day sales high of 5.5 million yuan. The success of these brands caught many by surprise. As Bo Yang Group’s chairman, based in Ningbo, stated, “We didn’t expect such strong consumer demand online. A set of Bo Yang products sells every second, and half of our inventory is gone within minutes.” He added that the brand’s total sales are expected to exceed 100 million yuan this year, with projections reaching 200 to 300 million yuan next year. Bo Yang Home Textiles entered the online market in the first half of last year. The company leveraged its strong brand reputation, invested heavily in product quality and customer service, and ensured a seamless shopping experience through online platforms. Additionally, it prepared thoroughly for each Taobao promotion, using aggressive marketing strategies to drive consumer demand. With traditional textile and garment businesses facing shrinking profit margins, more companies from Ningbo are turning to the B2C e-commerce market as a new growth avenue. For example, in March, the official flagship store of Tang Yang, one of Bo Yang Group’s most important brands, launched on Tencent’s QQ Mall. Within two months, it climbed from zero credit to over 20,000, eventually achieving the 2 Silver Crown level. Another brand under the group, "Walston," also ventured into e-commerce, selling not only Bo Yang’s products but also other brands. In just a few months, it generated nearly 10 million yuan in sales. Meanwhile, GXG, a rapidly rising men’s fashion brand in Ningbo, opened its Taobao flagship store in August. Its daily sales exceeded 16,000 yuan on the first day, and after 24 days, the single-day sales hit 700,000 yuan — a 44-fold increase. According to Bo Juyan, chairman of Bo Yang Group, online sales are an inevitable trend for the future of the textile and apparel industry. With Ningbo accounting for a significant share of China’s textile output, developing e-commerce is key to promoting local brands and boosting their visibility. Taobao and other major e-commerce platforms offer powerful resources and a large, mature user base, helping brands reach more consumers and creating a win-win situation. Yu Yong, general manager of Ningbo Hehe Jieskar Garments Co., Ltd., noted that operating an online store is part of GXG’s broader strategy to deepen its market presence. With 360 million users on Taobao, the platform is a key focus for their promotions. Ju Juchuan believes the future of branded online sales is promising, especially for textile and apparel. Bo Yang is well-prepared to capture a larger market share. However, challenges remain, including intense competition, pricing pressures, and a lack of skilled talent. To address these issues, a multi-channel model is essential, differentiating online and offline operations in terms of pricing and product offerings. While maintaining physical stores, companies can leverage online channels effectively. Yu Yong also pointed out that online marketing offers more accurate customer data and targeted outreach, but requires stronger execution capabilities. Talent shortages, particularly in fast-response and strategic planning, remain a common challenge in the industry. Overall, the rise of e-commerce has transformed the landscape for textile and clothing brands, offering both opportunities and challenges as they navigate this dynamic digital world.

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