Bringing high-end fashion shows to Taobao live streaming, thousands of designer brands have emerged in Nanyou, Shenzhen

On March 12 , a catwalk show of original design brands was staged at TT City in Shenzhen, which was displayed through Taobao Live . Nearly 200 high-end costumes by nine Shenzhen original designers including Yao Ziyi, Hao Weimin, Yang Baozhi, and Xie Haiping were unveiled one by one.

Bringing the haute couture catwalk show to Taobao Live

Moving catwalk shows to Taobao's live broadcast room, allowing designers and high-end clothing to face consumers directly, is what happened every day in Shenzhen Nanyou Clothing Wholesale Market this year .

Since last year, original design brands in Shenzhen Nanyou Clothing Wholesale Market have conducted more than 10,000 live broadcasts, providing high-end customized clothing worth more than 10 billion yuan to consumers across the country .

Through Taobao live broadcasting , Shenzhen Nanyou has grown nearly a thousand original design brands in a year . For example, Shenzhen original design brand Weizhiyou ( with   You) has found more than 10,000 consumer fans through more than 300 Taobao live broadcasts . Yao Ziyi, a high-end fashion designer, is also called " the first person to broadcast high-end fashion on Taobao live" by fans .

Nearly 200 haute couture garments were unveiled one by one through Taobao Live

"Most of Shenzhen's original designer brands are high-end custom clothing, which are characterized by 'creativity, multiple styles, fast updates, and limited edition to avoid duplication'. However, more than half of Shenzhen's original designers can no longer persist without the ability to innovate and operate brands . " Yao Ziyi introduced that during the epidemic, due to the sharp drop in offline buyers, original designers often withdrew from their stalls in the Nanyou Clothing Market because they could not persist .

Yao Ziyi and a group of other designers have keenly observed that the epidemic has driven high-end consumers to go online, and Taobao Live has brought new opportunities for original design brands.

She moved the small offline catwalk shows for merchants and buyers into the live broadcast room, asked designers to wear clothing from the same series, and serve as assistants to Taobao anchors, directly explaining the designers' original ideas online and helping fans in the live broadcast room to match their clothes.

In the live broadcast room, Yao Ziyi discovered that the industry's general belief that " women over 40 years old in first-tier cities are the main group of haute couture " has been broken, and the demand and attention of 30 - year- old young people in small towns for haute couture is rapidly increasing.

To this end, she developed a dedicated Taobao live broadcast production line and planned a personalized customized supply chain with the six factories she is currently cooperating with , hoping to achieve high-end customization for each person.

"Original designers often face the embarrassment of having no offline brand recognition. Even with more than ten years of design experience, they still don't know how consumers evaluate their clothes. This problem has been well solved in Taobao Live. "

Xu Bai, head of the Taobao Live Ecological Base, said that in addition to this, Taobao Live also incubates live broadcast bases, builds ecological chains and supply chains, helps designers connect with anchors , high-quality fabrics, and factories, and helps local original designers complete branding faster.

Currently, Taobao Live and Ruiteng and other cooperative live broadcast bases have selected more than 100 original design brands in Shenzhen and connected them with hundreds of anchors . In the past three months, the original design brand Qiyue from Nanyou has launched more than 300 new models in the live broadcast room . The brand Soar has grown from 0 to 1, with the highest single-game sales of nearly one million yuan .

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