Incorporate national style elements into online and offline linkages

Domestic products and trendy brands have become consumption hot spots (Economic Focus·Cultivation of new consumption growth points)

　　core reading

　　Tianjin actively opens up online channels and expands the popularity of domestic products through live broadcasts and other forms; Quanzhou, Fujian Province launches New Year Goods Festival activities to create an offline exhibition and sales platform; Dongguan, Guangdong Province integrates cultural classics into fashion product design, and national fashion toys are favored... Various places actively expand the trend of domestic products brand consumer market, cultivate consumption hot spots, and stimulate new consumption vitality.

　　Tianjin City——

　　Promote featured live broadcasts

　　Expand sales channels

　　"In 1955, the Seagull watch was born in Tianjin. The rhythmic 'tick' sound ended the history of our country being unable to make watches..." Recently, following the camera, the host of the live broadcast platform led the audience to visit the Seagull Watch Museum online to learn about domestic products. The development history of the brand Seagull. "Domestic brands have good heritage and have been 'planted'!" "The new styles are also very fashionable!" The audience frequently commented.

　　"Moving the live broadcast room into the museum is a new form of innovation we launched after participating in the 'National Chao Jindian' project." said Xiao Junfeng, deputy general manager and chief operating officer of Tianjin Haiou Watch Group Co., Ltd. According to reports, the Tianjin Municipal Commerce Bureau and Haihe Media Center jointly launched the "National Trend Tianjin Code" project to deeply explore the cultural connotation of domestic brands. Related activities have been held for four consecutive years so far.

　　"We hope to get closer to 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 cooperation space. Through live broadcasts, "Tourbillon" Technologies such as "Seagull Movement" are well known and recognized by the market, many co-branded styles have become hot-sellers, and young consumers have become the main buyers.

　　"Live streaming e-commerce is an important starting point to promote the high-quality development of e-commerce." Zhang Wei, Director of the E-commerce Division of the Tianjin Municipal Commerce Bureau, 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, Yumeijing children's facial cream, Yangliuqing paintings, clay figurine Zhang colorful sculptures, Changlu sea salt, etc. have been introduced into the live broadcast rooms with their own characteristics. Domestic brands are highly sought after by consumers.

　　"E-commerce live broadcast has a very obvious driving effect on the city's consumer market." Zhang Wei said that during the "Double 11" period in 2023, Tianjin's online retail sales reached 16.34 billion yuan, a year-on-year increase of 50.55%, of which online sales were achieved through e-commerce live broadcast channels. Retail sales were 2.56 billion yuan, a year-on-year increase of 81.69%. “The sales performance of domestic fashion brands is particularly outstanding.” In the first live broadcast of Tianjin E-commerce Festival, the sales volume of “Haihe Milk” single product exceeded 200,000 bags, and the “Yumeijing Care Series” Sales exceeded 10,000 units, setting a single-day sales record for the brand.

　　"We will further expand e-commerce sales channels and promote the brand development of Tianjin's e-commerce live broadcast." Zhang Wei said that Tianjin will deeply connect with media companies, e-commerce platforms, time-honored manufacturers and other entities, and make full use of the driving role of consumer vouchers to let E-commerce live streaming has become one of the important engines driving consumption growth.

　　Quanzhou City, Fujian Province——

　　Build a display platform

　　Carry out offline promotions

　　Carrying large and small bags, citizen Lin Abo and his family walked out of Jinhua People's Square in Quanzhou City. He said with joy: "Buy one, get two free, 100 yuan off for purchases over 500 yuan. The Chinese New Year is almost here, so take advantage of the New Year's Day to add new products. Clothes are really affordable!”

　　The "New Year's Goods Festival" that Lin Abo is talking about is the "Guochao Quanzhou" brand shoes and clothing New Year's Eve consumption season and the 2024 Southern Fujian New Year's Goods Festival that is being held in Quanzhou City. "Returning with a full load." Lin Abo opened the shopping bag in his hand and showed off his "results" of the morning - sports shoes, 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 efforts to promote the construction of "National Trend Quanzhou" in recent years. Quanzhou, home to many domestic brands such as Anta, Xtep, Septwolves, and Jiumuwang, is actively building a “national trend” display center and continues to promote “national trend” 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 trend” market through consumption scenarios such as exhibitions and consumer festivals.

　　At the Southern Fujian New Year Festival, more than 20 domestic fashion brands from Quanzhou were all on display, covering multiple categories such as men's clothing and children's clothing. Elements such as Chinese knots create a strong festive atmosphere, and various supporting activities such as music festivals and snack festivals add to the popularity. In addition to participating in full discount activities provided by the government with relevant subsidies, consumers also have the opportunity to enjoy superimposed discounts such as lottery draws and free orders.

　　"For our brand, this is also an opportunity to focus on display." said Wang Xuan, head of the self-operated business department of Anta Quanzhou Branch. In Anta's sales area of ​​more than 400 square meters, salespeople are busy non-stop. "Since the opening, the on-site daily sales of Anta's sales area have exceeded 100,000 yuan every weekend." Wang Xuan said.

　　Since last year, Quanzhou has held more than 100 "National Trend Quanzhou" industry docking activities, including the Uniforms and Workwear Promotion Matchmaking Conference and the "Song and Yuan China · Maritime Silk Road Quanzhou International Children's Fashion Week". Using e-commerce platforms as a bridge, Quanzhou also organizes companies to participate in activities such as the Online New Year Goods Festival and Double Product Online Shopping Festival, and strives to expand the online sales of domestic products and trendy brands. Last year, Quanzhou’s total retail sales of consumer goods exceeded 620 billion yuan, total online retail sales exceeded 260 billion yuan, and total retail sales of “national fashion” products, mainly textiles, shoes and clothing, were approximately 110 billion yuan.

　　Dongguan City, Guangdong Province--

　　Inspire cultural creativity

　　Create a national trend

　　Walking into a trendy flagship store located in Haide No. 1 Plaza, Nancheng Street, Dongguan City, many young consumers have already lined up. 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 motorcycle and nuclear mecha trendy play area. I saw the trendy mecha named "Lu Bu" in front of me. It incorporated elements such as wild goose feather wings, hundred-flower robe, and Fangtian painted halberd into the shape, making it majestic. According to reports, this trendy toy with movable joints has more than 1,000 parts and has been produced through more than 2,700 processes. "The design is unique and the workmanship is excellent. It's very cool." Xiao Yang was deeply attracted.

　　In recent years, the Modonghe trendy brand has successfully introduced a series of Chinese-style 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 classic works such as "The Romance of the Three Kingdoms" and "Feng Shen Bang"," said Wang Dongdong, the founder of Modonghe brand. "We want to promote distinctive cultural and creative products through this form."

　　According to statistics, as of the end of 2022, there are 87 regulated enterprises involved in the production of fashionable toys in Dongguan, and the total industrial output value has reached 16.657 billion yuan, a year-on-year increase of 29.8%. Currently, relying on the advantages of mature industrial supporting facilities and high-quality cultural resources, Dongguan Fashion is developing towards a new business format that integrates manufacturing and cultural creativity.

　　In recent years, Dongguan has continued to polish its city card of "Trendy Dongguan", accelerating the creation of an industrial chain innovation ecosystem of original IP design, cultural innovation, production and sales promotion, constantly promoting the innovative development of trendy culture, accelerating the transformation of industrial achievements, and promoting domestic fashion brands. Consumption. Recently, Dongguan issued "Several Measures to Stabilize Production and Promote Consumption in Heating Works Before and After the Spring Festival", which promotes consumption by issuing subsidies, bonuses, consumer coupons, etc., and supports the opening of New Year goods markets in key business districts, and supports key enterprises and railway stations to set up temporary The sales point sells specialty foods, trendy toys and other Dongguan products to returning citizens.

　　In the next step, Dongguan will also hold the Chaowan Brand Development Conference, the 14th China International Animation Expo and other events to help Chaowan brands become bigger and stronger and continue to promote the consumption of domestic fashion brands.

　　(People's Daily reporter Li Jiading, Wang Yinxin and Jiang Xiaodan)