Squatting dots at one time ｜ Caoxian "out of circle" this year

◎ You have to rely on the product to go on the fire

"Cao County is popular, relying on products. To continue to get angry, we still need to focus on improving the core competitiveness of the product. Hanfu will think of Cao County. "

◎ Grabbing opportunities to try new channels

The Secretary of the Party Branch of Dinglou Village has counted that except for a college student in a large middle -level in the village, the other 27 college students returned to the village to start a business. The transformation and development of Caoxian e -commerce industry is driven by such young people.

◎ Show the "other side" of Cao County

Although Cao County is hot, many people do not know that Cao County has a deep cultural accumulation, and is known as "the hometown of opera", "the hometown of calligraphy and painting", "the hometown of martial arts" and "the hometown of folk dance".

◎ Grab hot spots to attract new attention

In August, the Caoxian epidemic was about to end, and the operation of Hanyi, a member of the He medical team, made Cao County a fire on the Internet.

■ The full text of the article

After nearly one month after the epidemic was "static", from August 15th, Cao County, the small city of Cao County, gradually recovered the vitality and vitality of the past.

"Go upstairs to help divert customer service and print orders." On the afternoon of September 5th, Cao County Chenyu Clothing Co., Ltd. came to a lot of online orders. Dr. Hu Chunqing, the company's founder, quickly arranged a staff member to help. In the e -clothes town not far away, Hu Chunqing's wife Meng Xiaoxia and several workers were busy cutting and sewing Hanfu to make a new batch of orders. The state of this couple is the epitome of Caoxian e -commerce merchants during the period.

In May last year, Cao County became popular. Seemingly accidental, in fact, is inseparable from the strong e -commerce industry support. For more than a year, Cao County has been pondering: how to take the red Dongfeng and write a more exciting small town story.

You have to rely on the product to go on the fire

"Last year, after Cao County's fire came out, the e -commerce industry such as performance service and Hanfu was fully displayed in front of the public. Although there were some ridicule in the" Cao County Sir "created by the Internet, it was more encouragement to us." Hu Chunqing said This also made them realize that there are still many shortcomings. Although the talents and facilities of the county seat are limited, everyone is working hard.

What Hu Chunqing said is more commonly reflected in the original lack of originality of e -commerce products.

Ren Qingsheng, the secretary of Dinglou Village, Daji Town, Cao County, is the first e -commerce company in the town of "crab eating". The whole process has witnessed the development of Caoxian e -commerce industry. "Every Spring Festival, Mid -Autumn Festival and other major festivals, villagers are staring at the CCTV party. They are not concerned about programs, but those beautiful performance costumes."

Through similar ways, "design" products are at any time to face the risk of caught infringement. There are many lessons. Ren Qingsheng and the villagers who are e -commerce have begun to focus on independent design. Although they are mainly experienced, they can also design a dozen new products every year. He said: "The design requirements of the performance service are not so high, it can attract attention."

Since the epidemic in 2020, a large number of performances have been reduced. Many Caoxian performance merchants have turned to Hanfu. Because of the good industrial chain foundation, the heels have been stabilized in the national market.

Sun Gang, an e -commerce merchant of the Taobao Industrial Park of the large collection town, has been in the direction of Hanfu through e -commerce sales for many years, but he has not designed and produced it by himself.

I am a doctorate. His wife Meng Xiaoxia has been an art teacher again. After Hu Chunqing and his wife returned to their hometown to start a business, they concentrated on the research and development and production of Hanfu. The design work of the husband and wife this year, "Clothing out of the East", successfully advanced to the finals of the second China International Chinese Service Design Contest.

"Hanfu culture is extensive and profound. It is not easy to have basic errors in products designed by relatively professional people, making people joke." Ren Qingsheng said.

For original design products such as Hanfu, originality is not easy, but plagiarism is simple. The work of Hu Chunqing's husband and wife is not new.

Caoxian Xiaomu Qiufeng Trading Co., Ltd. mainly produces and sells ethnic minority clothing. Since its establishment last year, he has been in defending rights lawsuits. The person in charge of the company, Wei Ting, is a college student who has just graduated. He said that in order to design a product, the designer not only had to go to the ethnic gathering area to experience it, but also communicated with the local designer back and forth, and the cost was high. After being infringed, although he prosecuted, he also took a lot of energy and often had no results.

Obviously, this is not conducive to the research and development of original works, and it is imperative to crack down on plagiarism.

Zhang Longfei, director of the Caoxian E -commerce Service Center, introduced that last year, the State Intellectual Property Office agreed to build a Caoxian (performance clothing and forest products) Intellectual Property Right Rights Rights Center, which has been listed. However, due to the impact of the epidemic, personnel training has not yet been completed and has not officially launched business.

"Such a fast -moving rights center, there are only two in the province, and only 28 in the country. This kind of thing that I dare not think before was reality after Cao County became popular last year. "Zhang Longfei said that after the official acceptance of the business, it will greatly shorten the review cycle of appearance design, forcing Caoxian e -commerce enterprises to work hard to improve their design capabilities and accelerate transformation and upgrading.

Although the original is expected to get better benefits, there is also a certain threshold. "We don't want to engage in original designs, but the trends and situations change rapidly, and they must be original. How can there be so much energy and funds?" Sun Gang said.

Sun Gang's thoughts were pointing to the pain of Caoxian e -commerce enterprises. In counties like Cao County, the original design is obviously insufficient. Considering this problem, Cao County and Shandong Fashion Design Association promoted the establishment of the Hanfu Design Research Institute. "They have good design capabilities. Cao County has strong production and sales capabilities. This is a strong union. Recently, they will bring the first batch of more than a dozen designs to Cao County. Short board. "Zhang Longfei said. "Cao County is popular, relying on products. To continue to get angry, we still need to focus on improving the core competitiveness of the product. Hanfu will think of Cao County. "Zhao Zhongbiao, the person in charge of Cao County Jinli Clothing Co., Ltd., said that the company is currently cultivating the design and research and development of Hanfu in daily life. It is hoped that customers are willing to wear more times and slowly turn Hanfu into some people's rigid needs.

Grabbing opportunities to try new channels

Last year, the 28 -year -old Cao County Youth Guo Deliang returned to his hometown to start a business. Previously, he studied in Jinan for 3 years and worked in Hangzhou for 5 years. "When I first came back, the first feeling was that Cao County changed too much, and the road couldn't touch it."

Unlike most Caoxian e -commerce merchants selling Hanfu in Taobao online stores, Guo Deliang has put a lot of energy on the live broadcast e -commerce, hoping to "use new channels to bring your hometown goods".

"The live broadcast e -commerce industry in many cities in the country is very developed, but last year in Caoxian Live E -commerce is still a bit fresh." Guo Deliang said that elsewhere are "people bring goods", relying on the anchor to set up powder to sell goods, but in Caoxian, " "Cash on" people ", attractive people with high cost -effective products, higher transaction rates.

Realizing this, he did not choose to shoot short videos first to suck the common routine of the live broadcast. Instead, after determining the product price belt and the target group, zero powder was broadcast.

"Now major platforms are distributed in melon. The bonus of live e -commerce is decreasing. The most direct cost of obtaining customer acquisition is getting higher and higher." Guo Deliang said that the cost of the early stage will be higher. But since last year, Cao County has been doing more and more live e -commerce. After all, Cao County has product advantages, relying on live broadcast, there is another sales channel.

When Cao County came out of fire last year, Wei Ting was internship on a large live broadcast platform in China. He learned that the label "Caoxian" at that time could be said to have its own traffic. It was easier to obtain platform recommendations in Caoxian.

Li Zilei, president of the Caoxian Live E -commerce Association, said that before, Cao County did not have many live e -commerce companies, and even some elderly people believed that it was unreasonable to do live broadcast, but such cognitions gradually changed. Caoxian has a good foundation for e -commerce, and merchants have a strong sensitivity to online sales. Soon, a number of people engaged in live broadcast e -commerce appeared. Especially after the fire came out last year, it strengthened the confidence of local people to do live e -commerce.

"Opportunities in my hometown are getting bigger and bigger, and it has also attracted a large number of college students to return to their hometowns to start a business." Many students in Wei Ting returned to Cao County like him after graduation and started e -commerce.

According to statistics from Ren Qingsheng, Ding Loucun did not return to his hometown except for a middle -level college student in a large enterprise, and the remaining 27 college students returned to the village to start a business. "The transformation and development of Cao County's e -commerce industry is driven by such a young man." Ren Qingsheng said that now the village e -commerce is doing well, and more than 95%is a college student who returns to entrepreneurship.

Zuo Chenming, Secretary -General of the Ali New Rural Research Center, has always been very concerned about the popularity and development of Cao County. He believes that live broadcast e -commerce uses live video and live broadcast methods to facilitate consumers to see the goods more intuitively and change the marketing method of the previous graphic model. Some live broadcast fires can be planned, and sometimes it becomes a hot spot due to accidental factors. The development of Caoxian e -commerce industry has attracted a large number of young college students to return to their hometown. They have creative and novel ideas, and some may become popular and drive the development of the local real estate industry.

In May last year, the large -scale live broadcast base founded by Li Zilei was officially launched. The purpose was to help more locals "touch the net" in depth.

At 9:30 in the evening on September 5, there was a mother in the warehouse that was selling goods live. Jiang Chunyu, the manager of the "Love Yuncang" project, introduced that there are currently 70 or 80 anchors in Cao County, of which 90%are nearby Baoma. The mother who was still on the live broadcast in the evening was going to live a live broadcast at night because she was near the holidays.

"We will train them and guide them to get started as soon as possible. The product is provided by the company in advance, and after the sale is sold, the product will be re -elected every few days to maintain freshness. The 10 -day anchor, the traffic reached 12,000. "Jiang Chunyu said.

At present, "Ai Yuncang" is being built in Cai Lou Town, Caoxian County as a professional live broadcast base for Hanfu. "Now Caoxian Hanfu live broadcast is mostly live broadcast of the family, and the types of Hanfu displayed are limited. The new live broadcast base will make full use of the company's live broadcast experience for many years, plus its own integration capabilities, so that more types of Hanfu will be displayed through live e -commerce companies. , Make Cao County more attributes of live e -commerce. "Li Zilei said.

He believes that Caoxian e -commerce merchants should actively open a live broadcast account and develop more products that adapt to live e -commerce. This is not only the publicity of the enterprise itself, but also the publicity of the regional brand of Cao County.

Show the "other side" of Cao County

"Print orders, mount calligraphy works, put in rolls, wait for the courier to collect." When he saw Sun Yan, the person in charge of Cao County's "Tongdutang Painting and Calligraphy", he was busy handling the orders under the fans during the live broadcast the night before. "Last night, a total of 4 hours were broadcast live, and more than 50 orders were received." Sun Yan's father was a well -known local calligrapher. During the live broadcast, Sun Yan's father or friend was created on the spot. Sun Yan introduced the creation aside. The basic situation of the person and explain the work. As new viewers continue to enter the live room, Sun Yan will talk about these words several times. In order to attract more people's flow, 20 works will be sent for free from 8 to 9 pm at this hour of this hour.

Although this set of words is already familiar with the car, and can be said for a few hours in a row, when "May Day" started to live and calligraphy last year, Sun Yan "sowed" for a long time. Essence After continuous exploration, this set of live broadcast processes and words were finally determined, focusing on introducing the good work and the cost of price.

Although Cao County is hot, many people do not know that Cao County has a deep cultural accumulation, and is known as "the hometown of opera", "the hometown of calligraphy and painting", "the hometown of martial arts" and "the hometown of folk dance". There are 4 calligraphy associations in the county and more than 2,000 calligraphy enthusiasts.

"If it was not a few months ago, I did not know that Cao County also had a group of calligraphy and painting live broadcasts." Zhang Longfei said with emotion that most of the folk calligraphy and painting works were contacted by acquaintances. It is also purchased in a larger painting and calligraphy market. Sales through live broadcast, it is still new in Cao County.

According to incomplete statistics, there are more than a dozen e -commerce companies in Cao County.

"Painting and calligraphy live broadcast, following the atmosphere of the original e -commerce industry in Cao County." Sun Yan said that the original e -commerce industry foundation not only formed a related atmosphere, but also brought solid discounts to the industry to join the industry. Because the development of e -commerce is early, the development of express delivery is mature, and the expenses of express delivery have been greatly reduced. In addition to the remote individual and foreign countries, a courier only costs about 3.5 yuan.

As of now, Sun Yan has sold more than 10,000 calligraphy works through live broadcasts, and some have reached Malaysia, New Zealand and other countries.

Xie Chong, who was engaged in the live broadcast of calligraphy and painting in April this year, and several friends chose a live sales of meditation. "The well -sold is calligraphy and landscape paintings. Zen painting is still a bit narrow. It is considering transforming landscape paintings." Xie Chong had done e -commerce operations in a city in the province. The performance of the performance service is also very small, and it is difficult to form a scale. However, Cao County has a good atmosphere of calligraphy and painting, and the industrial basic advantages of e -commerce. The live broadcast of calligraphy and painting has a certain development prospect.

In early July, after learning about the group of calligraphy and calligraphy live broadcast in Cao County, Zhang Longfei contacted and invited the paintings and calligraphy to the county and the county to have a docking meeting.

"At the docking meeting, they raised problems such as insufficient supply, the need to improve their own calligraphy and painting levels, and the small and unconventional venue." Zhang Longfei said that the supply was insufficient because no one organized it and immediately established a WeChat group to facilitate painting and calligraphy live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts and people and live broadcasts of paintings and calligraphy and paintings were established, Calligraphy and painters dock. At the same time, the county is preparing to leave a place in the newly -built industrial park to give policy discounts to attract the centralized development of the live broadcast industry.

There are breakthroughs in the live broadcast of calligraphy and painting, and the professional market is needed offline. At present, the scrolls used in Sun Yan's mounting works, the rolls of protecting calligraphy and painting works, the wooden frames and fixed nail nails of Xiechu mounting paintings are from other places.

Grasp the hotspots to attract new attention

In August, the Caoxian epidemic was about to end, and the operation of Hanyi, a member of the He medical team, made Cao County a fire on the Internet.

The story originated from a short video released by a medical player on the media platform. When the rest was rest, the player just saw the Hanfu samples placed in the Hanfu live broadcast base. He liked it very much, and posted a video saying, "I found that the treasure is found. How can I buy this Hanfu?

That night, Sun Gang brushed the video. At 1 am the next day, he paid 600 yuan to the platform twice to promote this video. "I thought about it to give some Hanfu to medical workers, but I was limited, and I thought that this video could make more people see and gather everyone's power to satisfy the" big white '. "

More Cao County Hanfu merchants saw the videos, and they left messages and liked. After seeing Li Zilei, he left a message and said, "Don't buy it, let's send it." After that, he published an initiative with his personal media account, and proposed caring companies and people to participate in this event.

In this way, Caoxian e -commerce merchants and the local government acted together. Soon, nearly 5,000 sets of well -selected Hanfu were sent to the hands of helping He Medical Teams.

The story did not stop there. The team members who received Hanfu spontaneously put on Hanfu to take pictures, create short videos, and also wore Hanfu to open live broadcast to interact, attracting a new wave of likes. The difference is that the scope of this impact has long exceeded regional restrictions.

Zhang Longfei introduced that in just one week, more than 8,000 related short videos appeared in the two major live broadcast platforms, which received more than 3 million likes, and the total number of playbacks reached 150 million times.

"I felt that the fire in Cao County last year was a flash of flames, and I didn't expect this time to get angry. And this time the fire was very humane fire." Sun Gang said.

This incident has given Caoxian e -commerce merchants and related aspects more thinking, that is, how to establish deep links with hotspots, use traffic to achieve a win -win situation. Zhang Longfei's understanding is that to build an Internet celebrity city, we must not only do a good job of industry, but also have more people who actively create short videos about Cao County to obtain continuous attention on the Internet.

"Since this year, there are also some large MCN institutions, that is, professional cultivation and support for Internet celebrity experts to connect with each other. It is promised that some major domestic anchors can come to Caoxian to attract traffic and live broadcast." The cost is very high, and it can't be kept. The key is to make good use of local resources. He and his colleagues are currently screening local live broadcasts in many parties. The highest of them is nearly one million fans, hoping to let more people know through them through the Caoxian and e -commerce industries.

Strengthening the connection with the large platform is also an important task for Caoxian E -commerce Service Center. At present, despite the impact of the epidemic, Caoxian e -commerce enterprises have increased from 5,500 at the beginning of the year to more than 5,800 currently. The online stores have grown from 66,000 at the beginning of the year to the current 71,000. It is not realistic to serve so many companies.

"Now, we have more opportunities to participate in major exhibitions and fairs, and there are also opportunities to connect and connect with major platforms." Zhang Longfei said that Cao County and Jingdong signed a strategic cooperation agreement, and they are also pushing Hanfu's online special hall to push Hanfu's online special hall. Essence Relying on platform cooperation and support can bring more help to the development of e -commerce companies. Of course, the better the e -commerce industry is developing, and it will bring more confidence.

With the improvement of popularity, there are more and more institutions in Caoxian to discuss cooperation and experience, but the display conditions of Cao County finished Hanfu are still limited. In view of this, some e -commerce companies have established exhibition halls to allow Cao Merchants to understand, experience, and choose Hanfu on the spot. "We also intend to organize a catwalk event in the Mid -Autumn Festival to organize a catwalk event to focus on showing the beauty of Hanfu, and listen to the local people's opinions and suggestions on these Hanfu." Hu Chunqing, the president of the Cao County Hanfu Association Actively participate in various exhibitions and seize the opportunity to promote Cao County Hanfu. At the same time, using the opportunity of Cao County to become popular, companies are trying to play their own Hanfu brand, relying on the brand to enhance the influence and popularity of Cao County Hanfu.

Use traffic as a brand

□ Our reporter Zhao Feng

Caoxian e -commerce industry, which was originally entrepreneurial, has now embarked on the road of transformation and upgrading.

Zuo Chenming, Secretary -General of the Ali New Rural Research Center, believes that at present, Caoxian e -commerce is turning from the decentralized production of family workshops to large -scale development. upgrade.

Some Caoxian e -commerce merchants interviewed also admitted that there is still a large gap between Cao County Hanfu and some high -end products.

Sun Kangjia, an e -commerce merchant in Sunzhuang Village, Daji Town, Cao County, said that many foundry factories for Hanfu were originally performed. Not only are the precision of the machine, but also some problems with the proficiency of the processing workers. He noticed that some manufacturers outside Cao County, some manufacturers had dozens of models in the sewing link, and the degree of refinement was high. He believes that Caoxian e -commerce must not only make up the shortcomings on the machine, but also the relevant departments should also organize the skill training of workers to improve product quality.

Because it is grassroots entrepreneurship, many people do not realize the value of the brand. "Now many people mention the Hanfu and know Cao County. That's because Cao County's Hanfu Industry has high popularity, but in the market, Cao County has not been able to get the Hanfu brand." Caoxian Jinli Clothing Co., Ltd. Zhao Zhongbiao said that although the company's "drunken rain" Hanfu brand now has a certain reputation in the Hanfu circle, it is little known in the clothing circle. During the live broadcast, the company will specialize in brand promotion, and at the same time use platforms such as Weibo and Xiaohongshu to attract customers to plant grass, strengthen publicity efforts, and increase brand awareness.

Sun Kangjia also believes that the traffic when becoming popular will always pass. With the help of traffic to make an independent brand of enterprises, it is equivalent to mastering another traffic. However, there are very few e -commerce companies and limited strength. If you can innovate and organize professional teams, it will help brand promotion.

This year, Cao County also proposed that it was working hard to promote the quality of e -commerce. Promote the upgrading of the four major e -commerce clusters, including original Hanfu and performance clothing, create more original brands, and strive to sell more products to the forefront of major domestic e -commerce platforms.

With the blessing of the brand, Cao County Hanfu's popularity will become higher and higher. Some more fashionable marketing methods, such as online and offline collection of Hanfu styles, and private customization for customers, will have a wider space. By the beauty of Hanfu, Cao County, a small town and the people in it, will enjoy the bonus of popularity in the long run.

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