Live Broadcast E-Commerce Stimulates The Vitality Of Clothing Industry

"The weather has warmed up, so I recommend this white sweater to you. It has a good shape and the upper body is very comfortable..." On the afternoon of February 16, in Qingdao Senige Garments Co., Ltd., located in Jimo District, Qingdao, Zhang Yan, the "landlady", led the anchor to broadcast live through the dithering platform, introducing the company's products.

Half an hour after the live broadcast, more than 2000 fans gathered in the live broadcast room to watch and buy goods. "During the Spring Festival, a live broadcast can sell 3000 to 4000 pieces of clothing." Bai Junhe, general manager of Qingdao Senige Clothing Co., Ltd., told reporters that when the live broadcast began in 2020, there were only a dozen fans in the broadcast room, and dozens of products could be sold every day at most. "Thanks to the government's many measures to support the development of live broadcast e-commerce, the company has a new turn."

Textile and clothing is a characteristic and advantageous industry in Jimo District, Qingdao. Relying on a solid foundation of textile and clothing industry, the business industry in Jimo District is booming. At present, there are more than 3800 textile, clothing and apparel enterprises in Jimo District, with an annual output of about 800 million pieces of various clothing. There are more than 2000 enterprises such as Senige that carry goods live online.

In order to make full use of the advantages of clothing origin, promote the transformation and development of local enterprises from traditional commerce and trade to a digital economy, and give full play to the industrial agglomeration effect, Jimo District will invest in the construction of a live broadcast e-commerce digital economy industrial park in 2020, settle in live broadcast e-commerce institutions such as Moyun Live, Tencent Spots, Qingchuangcheng, Feilu Technology, and establish a live broadcast e-commerce industry association in Qingdao, Cultivate and incubate nearly 1000 anchors to fully radiate and drive the clothing market and surrounding live broadcast businesses.

"If you want to do a good job in live broadcast, you need one of the three elements of people and goods yard. For us, the most important thing is talent." Bai Junhe said that since the establishment of supporting parks and industry associations, enterprises have a new way to cultivate live broadcast talents.

"I often attend the business training organized by the government and associations to understand the cutting-edge trends of the industry, know what kind of products consumers like, and expand the market for enterprise products through live streaming." This year is the third year for Bai Junhe to do live streaming with goods. On the dithering platform, he has 1.3 million fans, and each live broadcast can sell thousands of products.

The establishment of platforms and channels is crucial to the development of live broadcast e-commerce. In the daily visit and research, the Bureau of Commerce of Jimo District learned that many enterprises wanted to cooperate with the head broadcast of the network platform because of their poor live broadcast effect. Jimo District Bureau of Commerce has repeatedly docked with live e-commerce platforms and top talent such as Tiaoyin, Taobao Live, and Fasthand, and organized more than 10 online and offline e-commerce training activities such as "Taobao Live - Industry Belt Support Plan", Tiaoyin Meet Good Goods Festival Lecture, and built a bridge between the top talent and the source factory to solve the problem of enterprises opening stores, operating accounts Marketing problems in online marketing, traffic support, etc., unlock the "traffic password" of the platform.

Not long ago, a "Taobao Live Broadcast" Jimo Clothing Industry Belt "Top Talent&Source Factory Cooperation Selection Meeting" was held in Jimo District, where more than 30 live broadcast businesses and Taobao Live Broadcast clothing top talent team with millions of fans "selected products" online. "Does the platform have the latest e-commerce support policies", "How to become a high-quality talent", "How to promote and improve product flow"... In addition to the pre cooperation, the merchants actively "learn from" the talent team with rich e-commerce sales experience, which has enriched e-commerce operation experience, and also realized the effective connection between supply and demand.

"In 2023, Jimo District will achieve online retail sales of 13.5 billion yuan, with a year-on-year growth of 33.7%. There will be 888 anchors with goods, 142000 live broadcasts, and 2.9 billion people watching. The number of anchors with goods and live broadcasts will rank first in Qingdao. At the same time, Qingdao Live E-Commerce Digital Economy Industrial Park will also be rated as a national e-commerce demonstration base," said Zhou Qiao'an, a member of the Party Leadership Group of Jimo District Bureau of Commerce.

　　 "In the future, we will continue to deepen the implementation of the live broadcast e-commerce promotion project, rely on the Qingdao live broadcast e-commerce digital economy industrial park, create a new industrial economic format of 'Pinzhiyuan Industrial Innovation Complex', build an ecosystem that integrates' supply chain+smart cloud warehouse ',' industrial belt+accurate traffic distribution ',' product leadership+cross platform integration ', and continue to increase the impact on enterprises Policy support, intellectual support for talents, prosperity of industrial ecology, run out of the "acceleration" of Jimo e-commerce development. " Zhou Qiao'an said.

(Source: Economic Daily)