Taking the initiative, Keqiao textile companies teamed up to test the new track of live broadcast marketing
In the Internet+ era, online channels have become the mainstream marketing channels in many industries. The consumption characteristics of Generation Z consumers’ “fan economy and interest consumption” and the epidemic’s support for online products have transformed the products of the textile and apparel industry from durable goods to fashionable fast-moving consumer goods.
In the wave of live broadcaste-commerce in the textile and garment industry, in addition to KeqiaoChina Textile City itself, it is actively pursuing traditional In addition to the breakthrough in the transformation of the textile industry’s marketing model, a large number of high-quality fabrics companies that are leading the way in thinking and daring to make breakthroughs are also actively laying out new e-commerce marketing tracks. As textile companies in China Textile City The pioneer of group e-commerce live broadcast, “Keqiao Textile Douyin Group” is using a new corporate marketing thinking to help the upgrading and development of the business model of Keqiao China Textile City and textile practitioners.
It is understood that “Keqiao Textile Douyin Group” was initiated by 6 textile companies including Shaoxing Keqiao Pinnuo Textile Co., Ltd., and its base is located in “Ruyige” in the ancient town of Keqiao. Since its establishment in November, the group has focused on textile product marketing and corporate operation promotion, which are currently of high concern to enterprises. In addition to inviting senior lecturers and technical teams of Zhejiang Zhongbu Digital Media Co., Ltd., the group provides market operators, textile processing plants and In addition to providing multiple short video guidance, live training and other offline services, fabric brand companies also actively invite high-quality companies in the group to hold a series of experience sharing and exchange meetings.
“Internet + media and smart devices such as mobile phones have changed the relationship between ‘people, goods and places’. It is urgent to establish a new retail model that adapts to live broadcast e-commerce. Keqiao China Textile City has a solid industrial foundation, complete textile supporting facilities, and a relatively mature live broadcast e-commerce environment. Currently, many textile companies are actively trying Douyin live broadcast for corporate publicity and product marketing, and have achieved good results.”
Zhang Chunhua, leader of Keqiao Textile Douyin Group and founder of Shaoxing Keqiao Pinnuo Textile Co., Ltd., said that based on the above background, Keqiao Textile aims to “share love, grow together, and win the future” The Douyin group application was born, and is committed to helping more peers quickly enter the short video and live broadcast track, improve the Douyin marketing skills and level of textile practitioners, and thereby increase the customer flow of corporate publicity and product marketing. At present, the channel advantages of Douyin video platforms are more significant. The platform’s big data push method allows all walks of life to get what they need and reach a wider customer base more accurately and efficiently.
Guo Jing, general manager of Shaoxing Keqiao Tianyu Textile Co., Ltd., one of the founders of the Keqiao Textile Douyin Group, said that since the company started operating Douyin, the online customer acquisition rate has far exceeded that of offline, becoming The factory’s main customer acquisition channel. The platform not only attracted 80 tons of orders for the company, but also attracted many high-quality customers, including highquality processing plants and clothing brand companies. The continuous release of short videos enables the company to receive more than 20 inquiries every day.
Follow the trend of live broadcast e-commerce and empower the development of the industry with a new marketing model. At present, the influence of Keqiao Textile Douyin Group in the textile circle of China Textile City is increasing day by day, and it has attracted many popular Douyin IPs in the local textile industry to join, such asTan Bujiang, Guo Jing Fabric Jianghu, Zhu Commander-Sunuo Textile, Luo Jin-organic fabric ECOU TEX, Meiyi Textile, Jiuyi Textileetc. are all involved in the team’s daily activities. It is understood that the team currently has 69 core members, 80 preliminary members, and 300 junior members.
In the final analysis, live e-commerce is to realize the reconstruction of the three major elements of “people, goods and places”. In the later stage, Keqiao Textile Douyin Group will closely rely on the powerful offline physical market resources of China Textile City, focusing on providing textile practitioners with More systematic and professional marketing live broadcast tools and experience techniques, etc.�The live broadcast marketing method is more diversified. While using its own strength to increase the popularity and influence of Keqiao, it will lead the textile industry in Keqiao District towards a better future.
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