Can Live Goods Be Durable? Silk Industry Ponder Over How To Transform The New Marketing Mode

With the arrival of the draught of live goods, with the economic empowerment value of net red, it is becoming a new trend to gain sales volume and expand brand influence. Some silk brand enterprises have successfully joined the new economic express after they posted the label of the famous net red belt. In the process, entrepreneurs, local government officials, TV hosts and stars are joining in. The avatar anchors play a new role in the original business development mode for the industry enterprises affected by the new crown pneumonia epidemic.

In Zhangjiajie Wulingyuan District, the Miao bromo Tujia brocade base, the salesmen display the brocade products on the shelves by webcast.

Live and hot business

In recent years, new marketing models such as new retail and net red economy have been updated and iterated. Many garment consumer brands have caught the bonus of new economic mode and realized the rapid development of business.

Daly International Group It was an early silk business that was linked to live broadcast. As early as April 2018, the Dali group successfully held the "2018 who is the king of goods" competition, which attracted thousands of net red anchors worldwide to participate actively, and the response was unprecedented. ? Daly International Group has shifted its market positioning to the net red hot spot, and unlocked the new retail mode by using live broadcast. Daly International Group provides professional dress knowledge training for every network red live broadcast on each platform, enabling them to master professional skills and establish links to thousands of consumers.

A few days ago, the theme was "focusing on expanding online consumption and promoting the development of silkworm industry". The first mulberry silkworm Economic Forum and silkworm products live broadcast with goods Hold? We recommend high quality products and publicize excellent silkworm silk enterprises.

In June 1st, The mayor of Gaoping, Shanxi, was the first to endorse the local farm and sideline products to help farmers increase their income. The products sold mainly include silk fabrics and agricultural products produced by local enterprises. Among them, the price of silk was up to 259000 yuan at the market, and the price was reduced by 38850 yuan in the live broadcast. The original health joke: "buy is not quilt, is love". ? Silks and satin company Liu Qian He said, "the special product is the raw material. The raw material is made of Lu silk fabric, and it is a hand-made product. This product needs 3 embroidered Nien for half a year to complete."

In June 7th, a century old brand of Zhejiang time-honored brand. Golden three towers Presented by the Jiaxing municipal government. "Dragon Boat Festival quality in Jiaxing" promotes digital life new service launching ceremony The live broadcast caused a strong response on the Internet. The continuous improvement of the brand influence of Jin San tower has provided great impetus for the growth of Jiaxin's silk business.

With the rapid development of online mode such as live goods and short video sales, many high-end silk brands and high quality silk products have also launched "live broadcast online". ? The famous silk brand of China has already taken the lead. Wan Shi Li has set up a professional live room, and has selected 64 excellent anchors from its employees, 60 live broadcasts a day. After the live center is activated, Wan Shi Li silk chairman Li Jianhua In person, video is released on its own jitter and micro-blog account. The main players are playing call, while writing their own expectations in micro-blog.

Good customer experience is the key.

In the current trend of information age, webcast has gradually become one of the entertainment, shopping and life of the whole people. It can not only enjoy visual enjoyment, but also achieve the trade and spread the silk culture through direct seeding.

In Daly International Group Executive Director Lin Zhi Yu It seems that the net anchor itself has affinity and appeal, and can also help enterprises form a good sales channel. With the traditional shopping guide, this fan economy is more in line with the trend of the times. At the same time, it will also be a win-win situation. With the help of fashion products from Daly International Group, it can quickly absorb powder and enhance its popularity. The combination of net red live and enterprise products can create a broader platform, share fashion information, share industrial chain resources, gather more information, and generate more sales opportunities. ? "Combining net red live with traditional clothing industry is an innovative way for the development of the garment industry, and is of great significance for silk culture." ? Lin Zhi Yu said.

In the face of the wave of live economy, Li Jianhua told employees: now the live broadcast economy is equivalent to the "stall economy" in the 80s of last century, so we must strive to seize the opportunity. "In this era, we need more talented people who can spread Chinese culture. It's not even more rare to spread Chinese culture, understand silk, live and bring goods. We already have these talents.

At present, the booming live sales bring opportunities to the silk industry and enterprises. At the same time, many voices are questioning whether the live goods can be sustained.

Silk industry insiders say that Live broadcast is a good channel for the sale of real enterprises, but it must accept the test of the market. What is the way to think about the future brand? The government should think more about the impact of the line mode on the industrial chain, which may be much more valuable than that of the county magistrate. Enterprises should calm down the future positioning, and suggest that enterprises should return to their own products and improve their attraction to customers.

Some analysts said: "After that, there will be a very mature division of labor and a further style. In essence, live broadcasting is still an attention economy. How to make an article around this topic may be a topic in the future, but it may become more professional and more detailed in the future, and competition will become more and more intense. There are no essential differences between live sales and other channels under the online and offline channels, or we need to win in all aspects such as quality, customer experience and so on.

Efforts to seek change

To promote transformation and upgrading of traditional silk industry in resource sharing, it is undoubtedly a good way to broadcast live goods. But how to make the silk industry develop in high quality in changing situations is a big topic that the industry needs to think together.

Our country's mulberry garden area is 25 million mu, silkworm and raw silk production account for more than 80% of the world's total, and the annual output value of the silk industry is about 150 billion yuan. A large number of research and development of technology and equipment have made new progress. Traditional silk technology has been inherited and developed, effectively enhancing the influence of silk culture.

In Wang Jiangping, Vice Minister of Ministry of industry and information technology It seems that the high quality development of silkworm silk industry needs three aspects: Taking innovation as the guide, we should enhance the overall level of the industry; build the modern silk industry system with enterprises as the main body; and take the quality oriented as the special action for the three evaluation of mulberry silkworm.

In terms of innovation, Wang Jiangping emphasized the importance of using advanced technologies and models such as industrial Internet, big data and artificial intelligence to transform and enhance the traditional silkworm silk industry, focus on Breeding of silkworm varieties, key areas such as plant silkworm breeding, intelligent silkworm production, green silk production, and so on, through strengthening production, learning and research, breaking through key technologies and weak links, improving the level of scientific and technological innovation, and increasing intelligence. Special support for key technology R & D applications in key areas such as manufacturing, green manufacturing, textile and new materials.

Ma Youxiang, chief Animal Husbandry Department of the Ministry of agriculture and rural areas Said: "In the new era, the silkworm silk industry will develop to a high quality. We must combine traditional elements and new development ideas better, link up with advanced manufacturing and modern service industries, fully excavate the functions of textiles, take the road of diversified development, innovate in succession, and the old industry will surely shine new vitality and vitality."

"Since the beginning of this year, with the spread and spread of the new crown pneumonia epidemic in China, China's silkworm silk industry has been facing more and more external dependence. It faces many challenges such as weak consumption and limited export. It has encountered many difficulties for many years, but it should be noted that everything has its dual nature. The epidemic is a crisis, but it also breeds new opportunities. We must strive to Looking for new opportunities in crisis, opening up a new position in changing circumstances. Ma Youxiang said.