Wenzhou products streamed at the World Live Stream E-Commerce Conference

时间:2022-12-19 16:24:29 来源 : DiscoverWenzhou 作者 : ZhongXin

Several staff members in the first GDTE did a public welfare live stream for shared prosperity. Photograph provided by english.wenzhou.gov.cn.

Live stream e-commerce became a trending on the day of“Double 12” when the first Global Digital Trade Expo (GDTE) was also under way. The second day after the opening of the Expo, the supporting activity of the main forum - 2022 World Live Stream E-Commerce Conference was held in Hangzhou International Expo Center.

On the stage, Zhang Hongliang, Vice President of Zhejiang Semir Apparel Co., Ltd. and General Manager of Semir Retail Department, gave a keynote speech to share the experience of the enterprise pioneering live stream e-commerce.

At the same time, in the official live stream room of GDTE by the corridor, a special session of live stream featuring“Shared Prosperity for 26 Mountainous Counties” was also going on. The net celebrity Shen Tao and singer Huang Ying were selling goods online. Jars of fresh yellow chili sauce from Taishun, Wenzhou, became all the rage and were then sent to all parts of the country. So here, on the live stream, Wenzhou products chanced upon each other.

The vision for“clothes”

Meet the needs of customers through live streaming

One and a half hours before the Conference started, Zhang Hongliang was seen at the venue.“I want to take the opportunity to visit the expo and learn from my peers,” he said. Two hours ago, he was at the headquarters of Semir E-commerce Company 25 kilometers away, marketing the new products of Balabala children’s wear with the well-known actress Huang Shengyi in the live stream room.

Semir broke a new record of sales this year during the“Double 11” shopping spree, with the uni marketing sales reaching 2.68 billion yuan. As the only brand representative invited to speak at the 2022 World Live Stream E-Commerce Conference, Zhang Hongliang shared some successful cases and took stock of the future trends of live stream e-commerce. Along with him were business executives from Alibaba, Yowant, Panshi, Netease and other live stream e-commerce platforms and channels.

Embarking on live stream on Taobao in 2017, Semir now performed well on the three mainstream domestic platforms of Taobao, Douyin and Kuaishou. It took the lead among a galaxy of clothing brands, with an explosive annual sales growth from more than 20 million yuan to more than 3 billion yuan. Notably, instead of relying on online celebrities for data traffic, Semir itself has a big customer base, as the live stream rooms sales of its brand and stores accounted for more than 90% of total sales.

Speaking of the experience, Zhang said that Semir was always customer-centered. Through cooperation and co-creation with the live stream platforms, it improved its ability of live stream room design, marketing creativity and supply chain guarantee, and did a good job in products, content and services.

Today, Semir is upgrading its operation mode through live stream e-commerce so as to connect and optimize the online and offline consumer experience. On September 21 this year, Semir’s first digital retail store was opened in Hangzhou, and on that day alone, its live streaming statistics increased by 1,096%, conversion rate rose by 500%, and total sales exceeded one million.

The inspiration from chili sauce

Sell mountain goods live at home

From Baifuyan Village in Yayang Town, Taishun, to Hangzhou International Expo Center, the fresh yellow chili sauce produced by Wenzhou Taishangxiang Agricultural Development Co. travelled an arduous journey of 431 kilometers and more than 5 hours. The moment it was presented by the host in the live stream, it was scrambled by millions of foodies.

This is the magic of live stream e-commerce.

Nowadays, more and more untapped food in the mountains meet with the national and global consumers through live stream e-commerce, which has not only broadened the channels for selling special agricultural products, but also enriched farmers. With professional institutions going into the countryside, farmers themselves learn to be hosts, and more and more live stream rooms open in the countryside and farmhouses.

2022 World Live Stream E-Commerce Conference released the First 100 E-commerce Live Stream“Shared Prosperity Workshops” after the field inspection by the Department of Commerce of Zhejiang Province and the evaluation by experts. 11 workshops from Wenzhou were on the list, including Xianran“Shared Prosperity Workshop” of Xikeng She Nationality Town, Sanjiang Live Stream E-commerce“Shared Prosperity Workshop” and Daoyu Xiaozhu“Shared Prosperity Workshop”, offering Wenzhou’s experience of enriching mountain farmers through live streaming.

“We are committed to cultivating and incubating live stream e-commerce in rural areas, changing agricultural products into commodities and farmers into makers through professional ideas and technology,” said Wang Junhua, head of Hangzhou Wenzi Club Digital Marketing Co., Ltd, a cooperation agency for the official live stream operation of GDTE. In his view, many special agricultural products in Wenzhou enjoy good quality and a promising market, and he looks forward to deepening cooperation to shape“a fast-selling good for each county” and contributing to the shared prosperity of the local community. (ZhongXin)