Accelerating the empowerment of “Internet celebrities”, Shantou’s textile and clothing industry seizes the new e-commerce trend
Newe-commerce channel development forum, sustainable materials and new fashion trends special forum, the first cross-border e-commerce underwear digital industry summit, Douyin e-commerce Underwear Industry Business Conference… The holding of multiple professional forums and summits for three consecutive days made the high-end forum area of the 2nd China·Chaoshan International Textile and Garment Expo extremely popular. The organizer invited a number of authoritative industry experts and corporate figures as keynote speakers to share industry knowledge and provide insights and advice for Shantou’s textile and apparel industry.
Zhang Nan, deputy director of the Shantou Municipal Commerce Bureau, said that in recent years, Shantou has made full use of the golden sign of “National E-commerce Demonstration City”, actively explored new paths for e-commerce development, and nurtured many benchmark companies in the e-commerce industry. With the rapid rise of the textile and apparel industry, integration with e-commerce has become a development trend. He hopes that through in-depth cooperation with major e-commerce platforms, we can gather the strength of all parties and use the power of e-commerce to promote Shantou’s industry to achieve highquality development.
▎New e-commerce brings new opportunities to small and medium-sized enterprises
It is worth noting that many experts and industry insiders on the forum all mentioned one keyword: new e-commerce. This is a new model that is different from traditional e-commerce. Its main types include live e-commerce, social e-commerce, community e-commerce, etc. In recent years, new e-commerce, as one of the important innovative formats in the development of the digital economy, has rapidly penetrated into various industries in a short period of time due to its low entry threshold, unique traffic acquisition and conversion methods, and has become an important way for enterprises to digitally transform. , and also brings many opportunities to the digital transformation of small, medium and micro enterprises.
“In sharing, we use the data of the past two years to convey to everyone the message that the clothing industry market is very broad. We hope that everyone can tap the development potential of subdivided categories in the clothing category and quickly join the new e-commerce market. in the ranks.” said Ma Fuling, senior content operations expert at Xiamen Chanyu Network Technology Co., Ltd.
“Traditional e-commerce is where consumers find products from people, but in the new e-commerce model, it becomes products from people.” Industry insiders pointed out that new e-commerce is based on accurate market analysis and directly pushes suitable products To encourage consumers to make consumption decisions faster, it is suggested that Shantou should seize the opportunity of new e-commerce, empower the traditional industry of textiles and clothing, and accelerate the export of “Shantou goods” overseas.
▎”Two-way docking” between Internet celebrity experts and exhibitors
Next to the forum exhibition area in Hall C, the organizer set up a new e-commerce channel Internet celebrity selection meeting, organizing more than 40 Internet celebrity groups from the e-commerce platform to conduct product selection and docking with exhibitors. During the exhibition, there is always a long queue at the entrance of the product selection and docking area, and many exhibitors bring “hot products” to promote to the Internet celebrity group.
“The scene was so hot!” Cui Ruzhi, the person in charge of the Tuotini Garment Factory in Xiaolan Town, Zhongshan City, took a few underwear samples, squeezed through the crowd, and successfully negotiated with the Internet celebrity organization to reach a cooperation intention. Cui Ruzhi said that the biggest highlight of this Chaoshan Clothing Expo is that it provides a channel for companies to directly connect with Internet celebrities, which saves companies the time and cost of communicating with each other individually, and can achieve cooperation more efficiently. “Actually, we have done several new e-commerce promotions, and the results have been good.” Cui Ruzhi hopes to increase the visibility of the brand and products through the promotion of new e-commerce channels.
It is reported that the talent group participating in the product selection meeting this time includes platform organizations and anchor groups, including many leading platforms and anchors, with annual sales ranging from one million yuan to ten billion yuan. The Talent Group believes that Shantou textile and apparel has a high cost-effectiveness advantage and its products are well received by the market. Many products have the potential to become hits. However, the product selection and docking is also two-way. The talent group pays more attention to the quality of the product and whether it can become a “hot product”. “Although Shantou has the advantage of being the origin of underwear and home clothes, due to the long distance, we usually cannot connect with so many manufacturers. This clothing expo also allows us to connect with more high-quality manufacturers and brands.” “Taobao Xishi Sister” Li Wenfang, the person in charge of product selection, said this.
“The product selection matchmaking meeting goes directly to the business itself and the growth itself. Buyers and sellers will each show their cooperation mechanisms and cooperation requirements,” said Yu Qiurong, chairman of the China New Retail Alliance, Chaoshan Textile and Apparel Industry Belt, Supply Chain, and Manufacturing Advantages They are relatively strong, but they are relatively weak in terms of marketing and sales mechanisms. “We hope to establish a bridge for Shantou entrepreneurs to connect sales across the entire network and help them find breakthroughs for business expansion and growth.”
▎Build an e-commerce alliance to assist industryTransformation and Upgrading
More and more consumer goods, gourmet specialties, and other products that were not able to reach the public due to time, geographical and other factors in the past have now opened up new business opportunities through new e-commerce models such as live streaming. Zhao Yingjing, who vigorously promoted the “Internet celebrity store” business model at the exhibition, was also one of the beneficiaries. Affected by the epidemic in the past few years, Zhao Yingjing’s physical clothing store was on the verge of bankruptcy. Later, she came into contact with new e-commerce and through live broadcast e-commerceTransformed into an “Internet celebrity shop owner”, and his career has improved again.
“E-commerce has changed, from ‘traditional shelf e-commerce’ to ‘trust and interest e-commerce’. ‘The shop owner is the internet celebrity’ is a kind of ‘trust and interest e-commerce’.” Guangzhou Meibo Culture Media Co., Ltd. Co-founder Huang Changjun believes that there are two directions for textile and clothing companies to enter the new e-commerce track. One is that “the store owner is the Internet celebrity”. By shaping the person in charge of the company into an IP brand, fan traffic will be precipitated into stable customers; The second is to optimize product quality. “In the final analysis, live streaming e-commerce still has to make good products. Companies adhere to Chaoshan’s high-quality clothing industry chain and produce good products with high quality and low prices, while new e-commerce businesses such as live streaming are entrusted to more professional The Internet celebrity is responsible, and the two reach a cooperation to achieve a win-win situation.”
Zhang Nan revealed that Shantou will join forces with Shantou E-commerce Association, enterprises, platforms and other parties to jointly build the Shantou E-commerce Alliance, improve the service level and innovation capabilities of e-commerce service companies, and help companies develop the e-commerce market. Connect resources and solve practical problems. “We will promote the holding of a national e-commerce international live broadcast competition and use new e-commerce to empower Shantou’s industry to expand markets, transform and upgrade.” Zhang Nan said that Shantou will combine the cross-border e-commerce comprehensive pilot zone and the advantages of overseas Chinese to connect the resources of overseas Chinese in Southeast Asia and The cross-border e-commerce market in Southeast Asia promotes the transformation and upgrading of Shantou’s toys, textile and clothing “two special” industrial markets to e-commerce, and helps Shantou become an “overseas Chinese” in the new era.
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