In the “Internet+” era, live streaming has become a common practice. It blew up a pool of spring water in the textile industry and set off a huge wave, allowing the industry to see new opportunities and hopes. In Keqiao, more and more textile companies have achieved sales conversion through various methods such as live broadcasts and short videos, and the live broadcast economy is “booming”. Aiming at the trend of live broadcast e-commerce and laying out new industry tracks, Keqiao, as the most representative textile industry cluster base in the country, is continuously producing and harvesting huge traffic.
Enterprises enter “online time” Activate a new world of marketing
”Fabric 100% Mulberry silk can not only be used to make dresses but also cheongsams.”… At 9 a.m. on September 27, Shaoxing Aobang Technology Co., Ltd.’s Douyin main account “Su Yunxiang Yunsha Silk” was launched on time, with Li Xiaoyun, the proprietress and anchor, in the camera The live broadcast room enthusiastically introduced the product, and the operation staff kept posting new links on the side. The atmosphere in the live broadcast room was lively, and orders were frequently closed in the background.
It is reported that “Aobang Technology” Founded in 2015, it mainly sells Su Yunxiang Yunsha series products. It transformed from a traditional e-commerce to a live broadcast e-commerce 3 years ago. The current live broadcast platform covers Taobao, Douyin, Pinduoduo, Xiaohongshu, WeChat video accounts, etc. “Since entering the China Textile City Clothing Market Live E-commerce Base in January this year, 7 live broadcast rooms have been specially opened. The main Douyin live broadcast room broadcasts 6 times a week, each session lasts 5 hours, and the average daily order volume is 300 According to Wei Min, general manager of the company, Xiangyun yarn is known as the “soft gold” in the textile industry and is very popular in the market. From January to August this year, live broadcast revenue increased by about 30% year-on-year. Next, they will use the fabric as the main body to make ready-made clothes for live sales, further extending the industrial chain.
Become a sales “dark horse” through live broadcasting There are not only “Aobang Technology”, but also “Youming Technology”. Since this year, “Youming Technology” has completed sales of 20 million yuan. Walking into the exhibition hall hung with curtains, the anchor is conducting broadcasts based on the “orders” of consumers in the live broadcast room. The “Suxi Curtain Factory Store” in the Taobao live broadcast room of “Youkuang Technology” has an online popularity of more than 17,000 people.
In the office area, the reporter saw Many staff are processing orders in the background, and the scene is in good order. “Currently, the company has 6 anchors, and the live broadcast time is from 9 am to 7 pm every day. The company will also have two batches of dealers to purchase, but the online live broadcast is the main force, accounting for 80% of the total sales.” Shaoxing has Long Wei, general manager of Mining Information Technology Co., Ltd. said.
The reporter discovered during the interview that Fully opening up and deeply integrating online and offline channels is a new “sharp tool” for textile companies to expand their markets and enhance their competitiveness.
Improve product quality to achieve long-term traffic monetization
A mobile phone can make the call The intermediate link between manufacturers and consumers reduces a lot of marketing costs and not only allows consumers to buy products that are both favorable and desirable., also allows manufacturers to have a huge consumer group. Live streaming is just a channel, so how to increase the stickiness of target customers and convert traffic efficiently? This requires companies to focus on their core capabilities and concentrate on product quality.
”Live streaming of goods in efficient search It has opened up new channels for our factory stores in terms of gaining customers and breaking time and space constraints. While selling products, we also need to ensure quality, which is also one of the keys to the success of live streaming.” Sheng Zhejun, general manager of Shaoxing Juntang Culture Media Co., Ltd. Said that they specialize in various types of creative sofa releases, with a team of more than 10 anchors. They have their own factory in Qianqing Street, and their products are both “good quality” and “good price”. “Sofa fabrics with good wear resistance, softness, breathability, natural and environmental protection have a wide market share and are also our main products for live broadcast. The quality will be checked repeatedly before shipment.” Sheng Zhejun said.
“Youmin Technology” is attracting traffic Great efforts have also been made in monetization. Its brand “Suxi” has just launched more than 50 new patterns and more than 100 styles of curtain fabrics in September. Among them, the floral series suitable for American home decoration style is favored by the “post-90s” young people. “In addition to antibacterial, antiviral, and formaldehyde-removing curtain fabrics, we have also developed a high-precision embossed curtain, which has no splicing and is double-sided dyed in one piece. It is very textured. New and old customers have placed orders one after another.” The company’s brand Long Wei, the person in charge of recommendation, introduced.
In Pudang, Yangxunqiao Street The product selection room of Zhejiang Qiandu Technology Development Co., Ltd., the VFM fashion anchor base in Xiacun, is filled with various samples from the brand. “The master anchor will screen the products to enhance the guarantee of delivery.” Liu Meiqi, the company’s live broadcast manager, told reporters.
It is the core content of live broadcast. The company’s strong R&D capabilities and various innovative products are the foundation for the sales fission caused by live broadcast.
Commercial live streaming ecosystem
In recent years, Keqiao District vigorously promotes the development of new business formats such as e-commerce and live broadcasting, actively cultivates e-commerce business entities, and promotes the digital transformation of traditional industries. At present, the district has built 4 live broadcast e-commerce bases with certain scale, efficiency and characteristics, namely China Textile City Clothing Market Live Broadcast Base, Yangxunqiao VFM Fashion Anchor Base, Duokan Live Broadcast Base and Youlian Live Broadcast Base, the live broadcast economy of the whole region is booming. With “Internet +” as the carrier, vivid cases of digital economy empowering the transformation and upgrading of textile enterprises are performed here every day. The reporter learned from the district commerce bureau that from January to August this year, the district’s live broadcast online retail sales reached 869 million yuan, a year-on-year increase of 76.1%. Keqiao has become a “city of live streaming”.
China Textile City Clothing Market Live Broadcast The base is a live broadcast base that Keqiao District focuses on exploring and building an “industry + live broadcast base + supply chain” model. It aims to promote the high-quality development of Keqiao District’s advantageous industrial clusters. More than 30 companies have settled in the base, and online sales have exceeded 90 million. Yuan, and conducted 20 offline training sessions. The Yangxunqiao VFM Fashion Anchor Base takes advantage of its proximity to the Hangzhou Riverside and unique real-life scenes to focus on taking over the overflow of live broadcast resources in the Hangzhou metropolis. Since this year, it has settled in 13 companies such as “Xingchuan E-commerce” and “Qiandu Technology” . Zhu Liangyi, a member of the Yangxunqiao Street Party Working Committee, told reporters that the second phase of the VFM Fashion Anchor Base will plan an international product selection center and warehousing and logistics and other infrastructure to provide a strong carrier supply for the entire live broadcast base in the future.
Live streaming economy has become a boost for Keqiao A new engine to upgrade consumption and enhance consumer experience. The relevant person in charge of the District Commerce Bureau said that next, they will promote resource sharing and business linkage between bases and schools, and carry out comprehensive talent training in live broadcast professional services, supply chain management and technology applications; at the same time, they will continue to focus on supporting live broadcast e-commerce companies, Make the base bigger and stronger, promote live broadcast e-commerce companies to establish long-term cooperation with large e-commerce platforms such as Douyin and Taobao, create an efficient e-commerce ecosystem, and inject new vitality into regional economic development.
gin-top: 10px; margin-bottom: 10px; color: rgb(70, 70, 70); font-family: 宋体, Arial, sans-serif; font-size: 14px; line-height: 25px; white-space : normal; text-align: left; background-color: rgb(255, 255, 255);”>The live broadcast economy has become a new engine to help Keqiao consume upgrading and enhance consumer experience. The relevant person in charge of the District Commerce Bureau said that after Next, we will promote resource sharing and business linkage between bases and schools, and carry out comprehensive talent training in aspects such as live streaming professional services, supply chain management and technology applications; at the same time, we will continue to focus on supporting live streaming e-commerce companies and bases to become bigger and stronger, and promote live streaming TV Commercial enterprises have established long-term cooperation with large e-commerce platforms such as Douyin and Taobao to create an efficient e-commerce ecosystem and inject new vitality into regional economic development.