Chuanjiang Town, Tongzhou: Live broadcast helps the home textile industry rejuvenate
“Only when you have truly experienced the double-layer yarn fabric, you will know its advantages. This four-piece set with blooming flowers and riches has grand colors…” At 7:39 a.m. on February 9th, The live broadcast room of Nantong Yousheng Textile Co., Ltd. located in Chuanjiang Town, Tongzhou District is very lively. With two big lights, a stand, a mobile phone and a carefully arranged live broadcast scene, the Douyin live broadcast account “Fabrina” started broadcasting on time.
Since the beginning of 2021, live broadcasting has been carried out. After more than 2 years of selecting and cultivating talents, Yousheng Double-layer Yarn has currently opened 6 live broadcast rooms and cultivated 10 anchors. A single account broadcasts about 26 games per month. The average number of viewers exceeded 150,000. Among them, the three mature live broadcast rooms have a total of about 700,000 fans and an average annual sales of about 200 million yuan. The average annual sales of live streaming accounts for more than 70% of the company’s average annual total sales. Xu Jinbao, the person in charge of double-layer yarn of Yousheng Company, said that the drive of live streaming has not only increased the popularity of double-layer yarn fabrics, opened up sales channels for enterprises, increased online orders, but also promoted the continuous release of production capacity and the development of enterprises. Transformation and Upgrading.
Chuanjiang Town, Tongzhou District gathers more than 3,000 home textile companies of various types and is one of the largest home textile industry clusters in the country. In recent years, affected by factors such as the epidemic and foreign economic conditions, the home textile market has been impacted. “Live streaming +e-commerce” has become an effective way for home textile enterprises to save themselves and promote the long-term development of the real economy. It is also a powerful tool for Tongzhou’s home textile industry to rejuvenate and realize transformation and upgrading. .
“The home textile industry in Chuanjiang Town has evolved from the initial wholesale and retail to platform e-commerce and micro-supply market, and now to today’s live broadcast e-commerce. Channels have been iteratively upgraded to achieve a ‘quadruple jump’, which is an inevitable trend in economic and social development. . Actively adapting to and utilizing this new business format to reshape and develop new advantages is becoming the consciousness of more and more home textile companies in Sichuan and Jiangxi.” Director of Nantong Home TextileIntellectual PropertyQuick Maintenance Center Chen Qian introduced that according to incomplete statistics, there are currently more than 500 companies involved in the live broadcast industry in Chuanjiang, with more than 5,000 people directly engaged in live broadcast work, and nearly 20 large-scale live broadcast bases such as Deka and Weizhong have been built. Quilts and towels left Nantong from here and went to the world.
At the construction site of the Xianyifang Live Ecological Center project, construction workers and engineering vehicles are working in an orderly manner. This project is the start-up demonstration area of ”China·Nantong Home Textile Live Broadcasting Ecological Industrial Park”. It is built by Jiangsu Golden Sun Investment Holding Group Company. It will use the upgrade of the new retail link of Nantong home textile industry as the starting point and the mature industry chain of Nantong home textile as the starting point. Relying on, build a “home textile live broadcast ecological center with full ecological chain closed-loop operation” to realize the full category supply of home textiles “from a bed to a home”, full-dimensional live broadcast e-commerce services, and self-sustaining operation full insight guarantee, and promote the integration of live broadcast e-commerce and The home textile industry is integrated and interoperable, making live streaming e-commerce a new engine for the growth of home textile production and sales.
At present, the construction of the Life Aesthetics Museum in the Xianyifang·Live Broadcast Ecological Center is in the final stage. 70% of the investment work for the product selection center has been completed, and more than 80 leading MCN institutions in Jianlian have been successfully signed. A live broadcast company and service organization is expected to officially open in May this year.
Creating a base will help gather the potential development of the home textile live broadcast industry; policy support will inject a “boost” into home textile companies and the market.
In 2022, the Tongzhou District Government will introduce supporting policies related to the live broadcast e-commerce industry, strengthen policy guidance, support enterprises in building home textile live broadcast bases with industrial characteristics, and create rich business types and talentsA clustered, innovation-driven live broadcast e-commerce industry ecosystem supports the rapid development of new live broadcast e-commerce formats. Subsidies ranging from 30,000 yuan to 2 million yuan will be given to those who build live broadcast industrial parks, live broadcast incubation bases, introduce MCN institutions, transform and upgrade e-commerce companies, and traditional enterprises to carry out live broadcasts.
In order to open up logistics channels and help merchants respond quickly, the local government is currently planning to build a live broadcast e-commerce industrial park covering an area of 200 to 300 acres to build a full industry chain from live broadcast to warehousing to logistics. Chen Qian said that next, Chuanjiang Town will further increase its support for the home textile live broadcast industry, continue to take the lead in strengthening communication with Taobao, Douyin, Kuaishou and other major live broadcast platforms, strive to reach strategic cooperation, and let live broadcast e-commerce become a boost A new driving force for the highquality development of Tongzhou’s home textile industry.
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