How many production levels will a good silk go through from reeling to weaving to garments?
Most silk source manufacturers around the world are concentrated in China. However, as it becomes more difficult for manufacturing companies to expand sales overseas, manufacturing companies are facing the dilemma of growing. At the same time, as consumers’ shopping habits change, we seize the needs of consumers to transform, directly convey visible and perceptible information to consumers, so that consumers can directly feel the quality of silk products, becoming a manufacturing business at this stage. The key to business.
A journey to trace the origin of China’s fine silk
Real scenes highlight craftsmanship
How to allow manufacturing companies to face consumers directly so that consumers can see and buy good products from the source has become an urgent need for many manufacturing companies. From May 22nd to 29th, Douyin’s e-commerce “Ace Factory” in the apparel industry joined hands with the leading domestic silk group to launch the “Jiangnan Silk Made with Craftsmanship and Quality Event”. With the theme of “seeing Chinese quality from the source”, we will go deep into the hometown of Chinese silk, link up high-quality silk manufacturing businesses to face consumers directly, and cooperate with curators of intangible cultural heritage museums to tell the story of Chinese silk’s millennium skills, and launch a series of traceability games to build a three-dimensional The traceability communication scenario guides users to understand the source of good products, thereby influencing consumption decisions, allowing consumers to better understand silk, and trust the brand more through intuitive images, reducing purchasing concerns, achieving a coordinated explosion of product promotion and sales, providing new possibilities . This event not only effectively promoted the popularity of the silk category out of the circle, but also successfully promoted the sales conversion of merchants and experts in the silk category. The sales of merchants in the vertical category who participated in the event increased by more than 2 times.
“Jiangnan Silk Made with Craftsmanship” Activity Starts the Silk Traceability Journey
Silk is known as “soft gold”. Due to its excellent properties such as breathability, environmental protection, and skin-friendliness, silk has gradually become one of the preferred materials for people to keep skin cool and cool in summer. However, due to the high unit price of silk products, users know little about the methods to distinguish silk quality, and there are frequent market chaos such as chemical fiber being passed off as mulberry silk, and productquality not up to standards. This has caused many consumers to hesitate to purchase silk products.
This Douyin e-commerce “Ace Factory” “Jiangnan Silk Made with Craftsmanship and Quality” event has started a journey to trace the origin of China’s fine silk. With the short video in the merchant’s live broadcast room, consumers can immerse themselves in the process of sericulture, silk reeling, twisting, weaving, printing and dyeing, and ready-made garments. They can experience the charm of Chinese craftsmanship and quality through a 360° full link and appreciate the thousand-year-old traditional silk. Craftsmanship. Eliminate users’ concerns about ordering from the source, allowing more consumers to deeply understand the characteristics of high-quality silk and see the ingenious silk that belongs to China.
During the event, a number of silk manufacturing companies launched live broadcasts on traceability. The first stop for Kaixiya’s traceability is the Xiaoyunlong Silkworm Base. Wanshili shows the strength of the factory in 360 degrees, and Finity shows the comprehensive process from reeling to design to ready-made garments. Together, we use ingenuity to create good quality for manufacturing businesses and bring consumers Come for an immersive “factory visit” experience. At the same time, many experts such as Dongjie Selection and Xingxian Good Products Strictly Selection also launched a special live broadcast of the Ace Factory silk to promote the craftsmanship and quality of good products. At the same time, they cooperated with dozens of domestic first-line brand suppliers and century-old enterprises. During the event, the total sales of merchant stores exceeded 10 million, and the sales of five merchants during the special session exceeded 1 million, helping Huading Group, Kaisiya, and Wanshili achieve breakthroughs in bringing goods by experts.
During the traceability process, Silk Manufacturing Wanshili shared the entire process of the silk industry from 0 to 1 through short videos and live broadcasts. At the beginning of the event, Wanshili Silk took everyone out of the city and into the Quzhou Mountains, the green lung of Zhejiang Province, and demonstrated to the audience the breeding of new silkworm and new mulberry species in the 10,000 acres of mulberry fields at the Kaihua County Intensive Silkworm Base. and efficacy, and explained in detail the characteristics and identification methods of high-grade 6A mulberry silk. There are also activities such as the president transforming into a traceability officer, the museum curator unraveling the mystery of ancient silk, the laboratory conducting authenticity identification experiments, and the live broadcast room on the West Lake, injecting a strong cultural charm into the Yuntang Factory. Through these live short videos, consumers can intuitively experience the entire link from manufacturing to display, gain a deeper understanding of traditional silk craftsmanship, appreciate the cultural charm behind it, and further promote silk consumption.
From May 25th to 26th, in the laboratory of Wansili National Research Center, senior engineers of Wansili Silk used an experiment to demonstrate…The combination of traditional organic dyeing technology and modern industry brings the new GBART technology that is environmentally friendly, pollution-free, anti-wrinkle and sun-proof. Through on-site experiments, it has been proven that the product is environmentally friendly and has zero wastewater discharge, allowing netizens to intuitively feel the product’s interlocking process flow and detail-oriented production environment, achieving an immersive cloud experience. Through Wanshili’s official live broadcast room on Douyin, consumers can also purchase goods directly.
At the same time, on May 25, the official live broadcast room of the FINITY brand invited Dean Hu from the School of Fashion Technology of Zhejiang Science and Technology University as a guest to show the silk clothing that Dean Hu participated in the design of the opening of the Asian Games and introduced the process from reeling to design to ready-made garments. Craftsmanship shows the quality of the products created by factory merchants. While watching the live broadcast, netizens also expressed admiration for Dean Hu’s professionalism and artistic taste. The factory and merchants promoted product sales at the same time, and also expanded the brand’s influence and appeal in the hearts of consumers.
In addition, many silk merchants such as COCOCOZI Silk, Mozhuang Xiyue Xiangyunsha, Zhaojun Silk Cashmere, and Kemeng Boka also launched special live broadcasts of Jiangnan silk made with ingenuity and quality during the event, and achieved considerable customer acquisitions. increase. Among them, Kaixia invited the expert [Miss A Dong] to enter the brand’s ready-to-wear exhibition hall to promote silk products, attracting nearly a thousand people to watch online. Kaixia Clothing Flagship Store took advantage of the Jiangnan Silk Campaign and achieved rapid performance breakthroughs. Some silk products were sold out of stock, breaking the brand sales record in one fell swoop.
Douin’s new trend of diverse marketing methods
Promote the silk category to emerge gorgeously
In order to help the silk category go out of the circle smoothly and let more users experience China’s ingenious silk, “Douin Ingenuity Quality Manufacturing” has also launched multiple marketing methods.
Before the start of the traceability journey, “Douin Craftsmanship Quality Manufacturing” invited celebrity hosts to form a “Tracing Source Good Things Officer” matrix to warm up and attract traffic for this event, covering more than 30 million celebrity fans. Well-known hosts such as Wang Xiaoqian, Li Xiaomeng, Zhou Qun, and Cao Ying have joined the ranks of “Tracing Good Things Officials” and shared in detail the difference between mulberry silk and tussah silk, the characteristics of high-quality silk, and the washing and maintenance methods of silk in short videos. Through its own influence, it attracts the attention of fans and helps the silk category to get better out of the circle.
Many well-known hosts released silk science videos
In order to deepen consumers’ understanding of silk and give them a more intuitive experience, hundreds of merchants in the silk category released short videos with traceable content during this event. During the event, merchants contributed more than a thousand pieces, and Ace Factory’s long-term topic #craftsmanship The quality-made topic has been viewed up to 400 million times, and the event topic #中国好silk has been viewed over 16 million times, with 15 short videos having more than 10,000 likes. Merchants present the craftsmanship of China’s good silk through filming workshops, assembly lines, and design concepts.
Douyin’s e-commerce “Ace Factory” project incubates “Made in China” brands
The “Jiangnan Silk Made with Craftsmanship” campaign jointly created by Douyin e-commerce “Ace Factory” and Silk Group helps support silk manufacturing businesses to achieve brand transformation through short videos, live broadcasts, operations and other methods, and also allows the public to understand China The charm and inheritance stories of intangible cultural heritage demonstrate the powerful ability of “made in China”. At the same time, this event allows consumers to own good products from the source at the highest cost performance.
In fact, Douyin e-commerce is committed to supporting domestic brands and creating a good development atmosphere for them. In order to help the value chain of production-oriented merchants extend to the high end, starting from June 2021, the Douyin e-commerce apparel industry will launch the “Ace Factory” project, aiming to help high-quality manufacturers in China’s apparel, shoe and bag industry to provide consumers with big-name factories Directly sell high-quality goods at good prices, build a high-quality clothing supply chain, and incubate the “Made in China” brand.
In terms of supporting manufacturing merchants to incubate their own brands, Douyin e-commerce provides point-to-point assistance to manufacturing merchants through self-broadcasting solutions, traffic support, one-on-one operations, marketing activities and other measures to shorten the time for products to reach consumers. Links have transformed the former factory into a “brand” with higher recognition and influence. Up to now, more than 290 high-quality factories have joined Douyin’s e-commerce “Ace Factory” project, and their products cover men’s clothing, women’s clothing, underwear, bags, sports and outdoor and other sub-categories, realizing supply chainTransformation and upgradingand the accelerated growth of independent brands.
Douyin’s “Ace Factory” in the e-commerce apparel industry is a long-term business. Through short videos, live broadcasts, traffic support, etc., it helps silk manufacturing businesses make qualitative changes in design and production, and helps high-quality factories incubate their own brands. , develop new business models. There will also be special support for intangible cultural heritage businesses such as silk that have intangible cultural heritage, cultural and historical heritage properties. Together, these measures will help factories further explore innovative paths to reduce costs and increase efficiency, and gradually extend upstream of the industrial chain. In the future, Douyin’s “Ace Factory” in the e-commerce apparel industry will also help more manufacturing merchants establish new Internet retail marketing channels and realize the “Made in China” brand dream.
AAA composite fabric network VEGTRHYTJ�More than 290 high-quality factories have joined the Douyin e-commerce “Ace Factory” project, producing products covering men’s clothing, women’s clothing, underwear, bags, sports and outdoor and other sub-categories, realizing supply chaintransformation Upgradingand accelerating the growth of independent brands.
Douyin’s “Ace Factory” in the e-commerce apparel industry is a long-term business. Through short videos, live broadcasts, traffic support, etc., it helps silk manufacturing businesses make qualitative changes in design and production, and helps high-quality factories incubate their own brands. , develop new business models. There will also be special support for intangible cultural heritage businesses such as silk that have intangible cultural heritage, cultural and historical heritage properties. Together, these measures will help factories further explore innovative paths to reduce costs and increase efficiency, and gradually extend upstream of the industrial chain. In the future, Douyin’s “Ace Factory” in the e-commerce apparel industry will also help more manufacturing merchants establish new Internet retail marketing channels and realize the “Made in China” brand dream.
AAA composite fabric network VEGTRHYTJ
