Chinese live commerce booms - even inside the factory
China’s “luggage capital”, Baigou (in Baoding, Hebei province), has reinvented itself post-covid-19 as a large-scale hub for the live broadcast e-commerce of leathergoods such as bags and, of course, luggage, local media have reported.
Sometimes known as the “Yiwu of the north”, referring to Yiwu International Trade City in Zhejiang, which the World Bank estimates is the world’s largest small commodities market, Baigou is currently home to 4,000 luggage and bag manufacturers, with an annual output of 800 million pieces.
In an effort to combat the covid crisis’ negative effects on commerce, an estimated 12,000-plus live broadcast accounts (using platforms such as Douyin, the Chinese version of TikTok) have been created by Baigou traders, as they switch gears to meet their consumer base online.
With Baigou being home to complete supply chains, some retailers even livestream from inside their factories, with on-site workers acting as the live broadcast’s “anchors”. Quality inspection, production and delivery all feature prominently in their live commerce coverage.
In this way, customers can “visit” the production workshop, which enables them to more intuitively understand every aspect of their bag’s design and assembly, while at the same time gauging if the brand is right for them.
Shoppers’ real-time feedback then helps to inspire some factories’ next batch of luggage design and production, which also feeds into the increasing demand for personalisation among Chinese consumers.
Image: China News Weekly.
