Online And Offline Linkage Of Domestic Fashion Brand Has Become A Consumption Hotspot

Tianjin has actively opened up online channels to expand the popularity of domestic products through live broadcast and other forms; Quanzhou, Fujian, launched the New Year's Festival to create an offline exhibition platform; Dongguan, Guangdong, has integrated cultural classics into fashion design, and the national fashion game is favored... All regions actively expand the domestic fashion brand consumer market, cultivate consumer hot spots, and stimulate new consumption vitality.

Tianjin——

Promote featured live broadcast

Expand sales channels

"In 1955, the seagull watch was born in Tianjin, and the rhythmic 'tick' sound ended the history of China's inability to make watches..." Recently, following the camera, the host of the live broadcast platform led the audience to visit the seagull watch museum online to learn about the development history of the Chinese brand seagull. "The domestic brand has a deep foundation, and has been planted with grass!" "The new style is also very fashionable!" The audience frequently plays "bullet screen".

"Moving the studio into the museum is a new form of innovation after we participated in the" Guochao Jindian "project," said Xiao Junfeng, deputy general manager and chief operating officer of Tianjin Seagull Watch Group Co., Ltd. It is reported that Tianjin Municipal Bureau of Commerce and Haihe Media Center jointly launched the "Guochao Tianjin Code" project, which has deeply explored the cultural connotation of domestic brands. So far, it has held relevant activities for four consecutive years.

"We hope to shorten the distance with young consumers, so that more people can enjoy the charm of the Chinese fashion brand." Xiao Junfeng said that in recent years, Seagull Watch and e-commerce platform have actively expanded cooperation space. Through live broadcast, "tourbillon", "Seagull movement" and other technologies have been well known and recognized by the market. Many co branded styles have become hot sellers, and young consumers have become the main buyers.

"Live broadcast e-commerce is an important way to promote the high-quality development of e-commerce." Zhang Wei, director of the e-commerce department of Tianjin Municipal Bureau of Commerce, said that the first Tianjin E-Commerce Festival will be held from November 10, 2023 to February 24, 2024, running through "Double 11", New Year's Day, Spring Festival and other important consumption nodes. Tianjin local seagull watches, Yumeijing children's face cream, willow youth paintings, clay figurines Zhang Caisu, Changlu sea salt, etc. have been introduced into their own special live broadcast rooms, and Chinese brands are popular with consumers.

"The role of e-commerce live broadcast on the city's consumer market is very obvious." Zhang Wei said that during the "Double 11" period in 2023, Tianjin's online retail sales reached 16.34 billion yuan, a year-on-year increase of 50.55%, of which 2.56 billion yuan was achieved through e-commerce live broadcast channels, a year-on-year increase of 81.69%. "The sales performance of the national fashion brand was particularly outstanding." During the first live broadcast of the Tianjin E-Commerce Festival, The single product sales of "Haihe Milk" exceeded 200000 bags, and the sales of "Yumeijing Care Series" exceeded 10000 sets, both of which set a single day sales record for the brand.

"We will further expand e-commerce sales channels and promote the branding development of Tianjin's e-commerce live broadcast." Zhang Wei said that Tianjin will deeply connect with media companies, e-commerce platforms, time-honored manufacturers and other major players, make full use of the driving role of consumer coupons, and make e-commerce live broadcast one of the important engines driving consumption growth.

Quanzhou, Fujian Province——

Build display platform

Carry out offline promotion

With big bags and small bags, Lin Abe, a citizen, and his family walked out of the Jinhua People's Square in Quanzhou City, and said happily, "Buy one, get two free, and reduce 100 yuan from 500 yuan. It's almost New Year's Day, and it's really beneficial to add new clothes on the New Year's Day!"

The "New Year Goods Festival" mentioned by Lin Abe is the cross year consumption season of "Guochao Quanzhou" brand shoes and clothing and 2024 Minnan New Year Goods Festival being held in Quanzhou. "Return with a full load." Abe Lin opened his shopping bag to show his "achievements" in the morning - sports shoes, down jackets, children's clothes, all of which are Chinese fashion brands.

Holding the Minnan New Year Festival is a microcosm of Quanzhou's efforts to promote the construction of "Guochao Quanzhou" in recent years. Quanzhou, which has many domestic brands such as Anta, Tebu, Septwolves, and Jiumuwang, has actively built a "Guochao" exhibition center to continue to promote "Guochao" consumption. Since last year, Quanzhou has implemented the "ten major special actions" to promote consumption expansion and quality improvement, and introduced a series of support measures to stimulate the consumption vitality of the "national trend" market through consumption scenes such as exhibitions and consumption festivals.

At the Minnan New Year Festival, more than 20 Chinese fashion brands from Quanzhou appeared, covering men's clothing, children's clothing and other categories. Chinese knots and other elements create a strong festival atmosphere, and various supporting activities such as music festivals and snack festivals are more popular. In addition to participating in the full and reduced subsidy activities provided by the government, consumers also have the opportunity to enjoy lottery, free order and other superimposed privileges.

"For our brand, this is also an opportunity for centralized display," said Wang Xuan, head of the self operating business department of Anta Quanzhou Branch. In Anta's 400 square meter sales area, the salesperson is busy. "Since the opening ceremony, the on-site daily sales volume of Anta sales area has exceeded 100000 yuan every weekend," said Wang Xuan.

Since last year, Quanzhou has held more than 100 "Guochao Quanzhou" industry docking activities, including the uniform and tooling promotion and docking meeting, "China Haisi Quanzhou International Children's Fashion Week in the Song and Yuan Dynasties" and so on. Taking the e-commerce platform as a bridge, Quanzhou also organized enterprises to participate in online New Year's Festival, Double Product Online Shopping Festival and other activities, and tried to expand the online sales of domestic fashion brands. Last year, the total retail sales of consumer goods in Quanzhou exceeded 620 billion yuan, the total online retail sales exceeded 260 billion yuan, and the total retail sales of "Guochao" products, mainly textiles, shoes and clothing, reached about 110 billion yuan.

Dongguan City, Guangdong Province——

Stimulate cultural creativity

Create a National Fashion Play

Many young consumers have lined up in a ChaoPlay flagship store located in Haide No.1 Square, Nancheng Street, Dongguan. This trendy play shop has gathered more than 8000 kinds of trendy play products, which makes people dizzy.

After entering the store, Xiao Yang, a citizen, went straight to the Modong Nuclear Machine A Tide Play Area. The machine armour named "Lv Bu" in front of us is playing with awe inspiring elements, such as wild goose feathers and wings, hundred flower gowns, and square painted halberds. It is reported that the whole body joints of this Chaoplay are movable, and there are more than 1000 parts in total, which are made through more than 2700 processes. "The design is unique and the workmanship is excellent, which is very cool." Xiao Yang was deeply attracted.

In recent years, the Moto Nuclear Tide Play brand has successfully introduced a series of domestic fan A products such as Lubu to the market, which has won the favor of many fan A fans at home and abroad. "The inspiration for this series comes from classic works such as Romance of the Three Kingdoms and Gods List," said Wang Dongdong, the founder of the Motioncore brand. "We want to promote distinctive cultural and creative products in this form."

According to statistics, by the end of 2022, there were 87 enterprises above designated size involved in Chaotan production in Dongguan, with a total industrial output value of 16.657 billion yuan, up 29.8% year on year. At present, relying on the advantages of mature industrial supporting facilities and high-quality cultural resources, Dongguan Chaoplay is moving towards a new business mode integrating manufacturing and cultural creativity.

In recent years, Dongguan has continued to polish the "trendy Dongguan" city name card, accelerated the creation of an innovative ecosystem of the industrial chain of original IP design, cultural innovation, production and sales promotion, constantly promoted the innovative development of the trendy game culture, accelerated the transformation of industrial achievements, and promoted the consumption of the trendy brand of Chinese goods. Recently, Dongguan issued Several Measures for Warm Work and Stable Production before and after the Spring Festival to promote consumption, which promoted consumption by granting subsidies, bonuses, consumption vouchers, etc., and supported the opening of New Year's fairs in key business districts, key enterprises and railway stations to build temporary sales outlets, and sold Dongguan products such as specialty food and fashion games to returning residents.

In the next step, Dongguan will also hold Chaoyou Brand Development Conference, the 14th China International Animation Expo and other activities to help Chaoyou brand become bigger and stronger, and continue to promote the consumption of domestic products Chaoyou brand.

(Source: People's Daily reporter Li Jiading, Wang Yinxin, Jiang Xiaodan)