[Commentary] Recently, female county magistrates in Shandong, Yunnan, Heilongjiang and other places have "landed" on live broadcast platforms to promote local specialty products as network anchors. After the outbreak of the New Coronary Pneumonia epidemic, the sales volume of Hanfu and performance apparel in Cao County, Heze, Shandong dropped significantly in February. In order to promote the resumption of production and reduce the impact of the epidemic on related industries, Liang Huimin, the county magistrate of Caoxian County, walked into the live broadcast room and brought goods for the live broadcast of "Taobao Village" of Hanfu.
[Same period] Liang Huimin, head of Caoxian County, Heze City
Everyone is changing this way of thinking and working. How can it be more convenient for the masses? I feel that as a government job and as a government officer, you can take the lead in your own example to reinvigorate the transformation of economic methods. Pushing Cao County's economic development, I think this is necessary. We also hope that this method of live broadcasting will become the norm, the norm of life, and the norm of our work.
【Explanation】 After Liang Huimin, the county magistrate of Caoxian County, turned into an anchor and personally promoted the local Hanfu industry culture, many villagers in "Taobao Village" were inspired to try the "new sales" model of live streaming to endorse their products. On April 17, the reporter walked into Hulou Village, Daji Town, Caoxian County, Heze City, China's "Taobao Village", and visited a village famous for selling Hanfu. With a try on Hanfu and a smile, Meng Xiaoxia, a young entrepreneur who returned to his hometown after the 1980s, proficiently introduced his own Hanfu to netizens in front of a live broadcast. Five years ago, Meng Xiaoxia, who majored in fine arts, quit her job in the city and returned to Heze to start a business. With the help of the gradually popular online e-commerce in China, she started a business of clothing design and sales with her husband.
[Commentary] Meng Xiaoxia, a villager in Hulou Village, Caoxian County, Heze City
When I first came into contact with Hanfu, I was in costumes, and then based on film and television dramas and TV series, I watched some film and television works with costumes of costumes worn by female protagonists and male protagonists. Later, there was the rise of "Hanfu fever". There are many young people who like to wear Hanfu. I took this opportunity to introduce this clothing at the same time. We also made some improvements and designs during the process.
[Commentary] With the rise of live streaming at this stage, Meng Xiaoxia personally went on to learn live streaming skills from scratch, and carefully studied the live streaming methods that netizens love. Now, in front of the live broadcast, she copes with ease and naturalness. She said that using the new sales model of live streaming, you can maximize your own Hanfu products.
[Commentary] Meng Xiaoxia, a villager in Hulou Village, Caoxian County, Heze City
Recently, our county magistrate Liang brought goods very hot, and gave us some encouragement, we also have a certain confidence. My husband and I were at the store, and we had some live broadcasts at our own store. Now the live broadcast (viewing) volume can also reach about 7000, and now our daily sales volume is gradually rising. My Hanfu can now sell three or four hundred pieces a day. This effect also makes us feel very confident.
[Commentary] In recent years, with the continuous development of e-commerce, Cao County has 124 "Taobao villages", more than 4,000 various e-commerce enterprises, more than 60,000 online stores, and 300,000 employees, becoming the second largest in China Large “super large Taobao village cluster”. Taking "Taobao Village" as the starting point, the county has formed China's largest performance costume industrial cluster, and many new enterprises serving live e-commerce such as live broadcast and marketing, and "Internet celebrity" training have also sprung up. The reporter saw in a company in Cao County's "e-Shang Town" that the anchors are seriously introducing local specialties such as Hanfu and honey to netizens. According to Xie Jingjie, the person in charge of the enterprise, taking Hanfu as an example, each merchant only sells its own original products. The products are relatively single, and integrating the original products of many merchants together will create greater value.
[Same period] Xie Jingjie, General Manager of Broadcasting Culture Media Co., Ltd.
We do not produce Hanfu, nor are they Hanfu's porters. We are only recommenders and promoters of Hanfu. Our advantage is that we can gather more models (styles), more manufacturers put us here, we play the role of a promoter. As a function of the platform, we can provide fans with relatively high-quality products. For merchants, we have more fans to provide them as a platform for the sale and display of their products and stores.
[Commentary] It is understood that due to the famous Heze of "Taobao Village" during the epidemic, he took the "fast train" of live webcasts and brought goods. The precedent of the prefecture-level city leadership collective "hand in hand live broadcast".
(Reported by Yang Fei from Shandong Heze)
Editor in charge: [Lu Yan]