Core Reading.
Tianjin actively opened up online channels to expand the popularity of domestic products through live broadcasts and other forms; Quanzhou, Fujian Province launched the New Year's Festival activities to create an offline exhibition and sales platform; Dongguan, Guangdong Province integrates cultural classics into trendy design, and national style and trendy toys are favored ......All localities are actively expanding the consumer market of trendy domestic products, cultivating consumption hotspots, and stimulating new vitality of consumption.
Tianjin Municipality - Promote special live broadcasts.
Expand sales channels.
In 1955, Seagull Watch was born in Tianjin, with a rhythmic 'tick' sound, ending the historical ...... that China could not make watchesRecently, 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 domestic brand Seagull. "The domestic brand has a foundation and has been 'planted'! "It's also trendy! The audience frequently played a "barrage".
Moving the live broadcast room into the museum is a new form that we have innovated after participating in the 'Guochao Jindian' project. Xiao Junfeng, deputy general manager and chief operating officer of Tianjin Seagull Watch Group, said. According to reports, the Tianjin Municipal Bureau of Commerce and the Haihe Media Center jointly launched the "Guochao Jindian" project to dig deep into the cultural connotation of domestic brands, and have held related activities for four consecutive years.
We hope to shorten the distance with young consumers and let more people appreciate the charm of domestic fashion brands. Xiao Junfeng said that in recent years, Seagull Watch and e-commerce platforms have actively expanded the space for cooperation, through the form of live broadcast, "tourbillon", "Seagull movement" and other technologies are well-known and recognized by the market, a number of co-branded styles have become hot-selling models, and young consumers have become the main buyers.
Live e-commerce is an important starting point for promoting the high-quality development of e-commerce. Zhang Wei, director of the e-commerce department of the Tianjin Municipal Bureau of Commerce, introduced that the first Tianjin e-commerce festival will be held from November 10, 2023 to February 24, 2024, running through important consumption nodes such as "Double 11", New Year's Day, and Spring Festival. Tianjin's local seagull watches, Yu Meijing children's cream, Yangliu youth paintings, clay figures Zhang Caisu, Changlu Haiyan, etc. have been introduced into their own unique live broadcast rooms, and domestic brands are sought after by consumers.
E-commerce live broadcast has a very obvious role in stimulating the city's consumer market. Zhang Wei said that during the "Double 11" period in 2023, Tianjin's online retail sales will reach 163400 million yuan, a year-on-year increase of 5055%, of which 25% were achieved through e-commerce live broadcast channels600 million yuan, a year-on-year increase of 8169%, "The sales performance of domestic trendy brands is particularly prominent." In the first live broadcast of the Tianjin E-commerce Festival, the sales volume of "Haihe Milk" exceeded 200,000 bags, and the sales volume of "Yumei Care Series" exceeded 10,000 sets, both of which set a single-day sales record for the brand.
We will further expand e-commerce sales channels and promote the development of Tianjin e-commerce live broadcast branding. Zhang Wei said that Tianjin will deeply connect with media companies, e-commerce platforms, time-honored brand manufacturers and other entities, make full use of the driving role of consumption vouchers, and make e-commerce live broadcast one of the important engines to drive consumption growth.
Quanzhou City, Fujian Province——
Build a display platform.
Carry out offline**.
Carrying large bags and small bags, citizen Lin Abo and his family walked out of Jinhua People's Square in Quanzhou City, and said happily: "Buy one get two free, 100 yuan off for 500 yuan." It's almost the New Year, take advantage of the New Year's Festival to add new clothes, it's really affordable! ”
The "New Year's Festival" mentioned by Lin Abo is the "Guochao Quanzhou" brand footwear and clothing New Year's Eve consumption season and the 2024 Southern Fujian New Year's Festival being held in Quanzhou City. "Loaded back. Lin Abo opened the shopping bag in his hand and showed his "results" in the morning - sneakers, down jackets, children's clothing, all of which are domestic fashion brands.
The holding of the Southern Fujian New Year Festival is a microcosm of Quanzhou's promotion of the construction of "National Tide Quanzhou" in recent years. Quanzhou, which owns many domestic brands such as Anta, Xtep, Seven Wolves, and Joeone, has actively built a "national tide" exhibition center to continuously promote "national tide" consumption. Since last year, Quanzhou has implemented the "Ten Special Actions" to promote consumption expansion and quality improvement, and introduced a series of support measures to stimulate the consumption vitality of the "national tide" market through consumption scenarios such as exhibitions and consumption festivals.
At the scene of the Southern Fujian New Year Festival, more than 20 domestic fashion brands from Quanzhou were all unveiled, covering many categories such as ** and children's clothing. Chinese knots and other elements create a strong festive atmosphere, and a variety of supporting activities such as the ** festival and snack festival add to the popularity. In addition to participating in the full reduction activities provided by **, consumers also have the opportunity to enjoy superimposed discounts such as ** and free orders.
It's also an opportunity for our brand to be showcased in one place. Wang Xuan, head of the self-operated business department of Anta Quanzhou Branch, said. In Anta's sales area of more than 400 square meters, the salespeople are busy. "Since its opening, the daily on-site sales of ANTA's sales area have exceeded 100,000 yuan every weekend. Wang Xuan said.
Since last year, Quanzhou has successively held more than 100 "Guochao Quanzhou" industry docking activities, such as the first-class tooling promotion and matchmaking meeting, and the "Song and Yuan China Haisi Quanzhou International Children's Fashion Week". With the e-commerce platform as a bridge, Quanzhou also organizes enterprises to participate in activities such as the online New Year's goods festival and the double-product online shopping festival, and makes every effort to expand the online sales channels of domestic trendy 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 "national tide" products dominated by textiles, footwear and clothing were about 110 billion yuan.
Dongguan City, Guangdong Province——
Stimulate cultural creativity.
Create a national style and trendy play.
Walking into a trendy toy in Haide No. 1 Plaza, Nancheng Street, Dongguan City, many young consumers have lined up in a long line. This trendy toy store brings together more than 8,000 trendy toy products, which is dizzying.
After citizen Xiao Yang entered the store, he went straight to the trendy play area of the motorized nuclear mecha. I saw the mecha trendy play named "Lu Bu" in front of me, integrating elements such as goose wings, flower robes, and Fang Tian's halberd into the shape, which was majestic. According to reports, the whole body joints of this trendy toy are movable, with a total of more than 1,000 parts, and it is made through more than 2,700 processes. "The design is unique, it's well made, it's very cool. "Xiao Yang was very intrigued.
In recent years, the Modong nuclear tide toy brand has successfully introduced a series of national wind mecha products such as Lu Bu to the market, and has won the favor of many mecha enthusiasts at home and abroad. "This series is inspired by classics such as "Romance of the Three Kingdoms" and "Fengshen Bang". Wang Dongdong, founder of the motorcore brand, said, "We want to promote distinctive cultural and creative products through this form." ”
According to statistics, by the end of 2022, there were 87 enterprises involved in the production of trendy toys in Dongguan, with a total industrial output value of 1665.7 billion yuan, a year-on-year increase of 298%。At present, relying on the advantages of mature industrial facilities and high-quality cultural resources, Dongguan trendy toys are developing towards a new format that integrates manufacturing and cultural creativity.
In recent years, Dongguan has continued to polish the business card of "Trendy Dongguan", accelerated the creation of an industrial chain innovation ecology of original IP design, cultural innovation, production and sales promotion, continuously promoted the innovation and development of trendy toy culture, accelerated the transformation of industrial achievements, and promoted the consumption of domestic trendy brands. Recently, Dongguan issued the "Several Measures on Stabilizing Production and Promoting Consumption before and after the Spring Festival", promoting consumption through the issuance of subsidies, bonuses, consumption vouchers, etc., and supporting the opening of New Year's markets in key business districts, supporting key enterprises and railway stations to set up temporary sales points, and selling special food, trendy toys and other Dongguan goods to returning citizens.
In the next step, Dongguan will also hold activities such as the Trendy Toy Brand Development Conference and the 14th China International Animation and Animation Expo to help trendy toy brands become bigger and stronger, and continue to promote the consumption of domestic trendy brands.
People** 2024-02-01 10th edition).