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Although the home textile business as a whole was flat last year, its e-commerce business has emerged as a new engine of growth. Shanghai News reporter learned from A share of the three home textile enterprises, their e-commerce business last year are more than 50% year-on-year growth, this year will continue to maintain A high growth trend.

On April 1, Fuanna announced its annual report of 2013, with the operating revenue of 1.864 billion yuan, up 4.89% compared with the same period last year. Net profit was 315 million yuan, up 21% year on year. Among them, the revenue of traditional offline entity channels was 1.526 billion yuan, down 1.78% year-on-year. Revenue from new channels (mainly e-commerce) reached 338 million yuan, up 51.36% year-on-year.

The company said the revenue growth was mainly due to the expansion of its marketing network and a significant increase in e-commerce sales. The company's e-commerce business accounted for 15% of its revenue last year, it said. This year, fuanna will actively promote the development of e-commerce business, plan to enrich online product line, expand sales platform outside Tmall, mobile terminal. WeChat payment has been opened, and it is expected to carry out in-depth cooperation with Tencent later. Ecommerce is still expected to grow 30-50 per cent this year.

Coincidentally. Mengjie Home Textiles 2013 performance express also shows that the company's net profit increased by nearly 70% last year, mainly due to the good market response of new products, promotion and the rapid growth of online shopping business. The relevant person in charge of the company told reporters that last year, the company's e-commerce sales volume was about 100 million yuan, doubling year-on-year growth, and the sales volume of "Double Eleven" alone reached 50 million yuan. In addition, since 2014, the company has set up an independent and professional e-commerce team, and plans to increase the promotion efforts in relevant aspects. It is expected that the sales scale of e-commerce business will double this year, accounting for 10% of the revenue.

Similarly, the e-commerce business of Luolai Home Textile is also very exciting. Company secretary Tian Lin told reporters that last year, Luo Lai home textiles e-commerce business sales more than 300 million, a year-on-year increase of more than 50 percent, accounting for nearly 10 percent of last year's revenue. This year, the company will focus on e-commerce business by establishing O2O model and expanding online sales platform.

According to a home textile industry analyst from Citic Securities, increasing O2O competition and the development of mobile Internet, focusing on the development of online channels and the development of management system have become important measures for the home textile industry to improve sales, and e-commerce business has increasingly become the growth highlight of leading companies.

Data from the China Home Textile Association shows that the home textile industry has made rapid progress in e-commerce in recent years, with online sales doubling year after year, up 102% in 2012, with sales of about 28 billion yuan. 2013 also doubled year-on-year.