Liang Huimin, The County Magistrate, Sells Many Chinese Clothes In The Live Broadcast.

In March 19th, Liang Huimin, deputy secretary of the Caoxian county Party committee and county magistrate of Heze city in Shandong Province, became the anchor in the many live rooms, and personally wore a large red Chinese dress. "Caoxian Hanfu handicraftsmen inherited the spirit of craftsmen, with good material, beautiful design, comfortable upper body, and a needle and thread, which are exquisite, and each is a boutique." Liang Huimin said.

In the live broadcast, more than 180 head enterprises and merchants from Hanfu source area in Caoxian introduced nearly 5000 Hanfu and its peripheral products for consumers online live broadcast. As of 19 PM, 10 hours, a total of about 4800000 people watched the event, a number of brand Hanfu sold over a single day.

The county magistrate broadcast live to explain how to wear Hanfu.

"The county magistrate is coming", "the county magistrate is the Han clothing endorsement", "can the county head wear Han clothes"? On the evening of 19, at 8 o'clock in the evening, Liang Huimin, deputy secretary of the Caoxian county Party committee and county magistrate of Heze, Shandong, appeared on the spot in a large number of live rooms.

After a brief hello to the audience, Liang Huimin began to incarnate the anchor and introduce the Hanfu in Caoxian. When you wear, pay attention to the left side of the collar, press the right collar, do not reverse the pressure, Hanfu pay attention to the way to wear, wear occasions, remember not to dress unevenly.

In a short while, the county magistrate changed into a red shirt with big sleeves, and personally came to speak for Caoxian Hanfu. After the replacement, Liang Huimin was dignified, elegant and graceful, and there was quite an old style of Chinese rhyme between conversation. "The county magistrate is really beautiful", "love and love", "want to go shopping with the county magistrate"... Many buyers turned fans and live on the screen.

Caoxian Hanfu is affected by epidemic situation and brings losses

Data show that the total size of the Hanfu market is over 2 billion yuan. Hanfu is the traditional clothing of Han nationality for thousands of years. It contains not only the exquisite dyeing, weaving and embroidery, but also the external expression of Chinese aesthetic taste and customs. The rise of Hanfu reflects the cultural confidence of the younger generation in China. Liang Huimin said.

With the development of garment industry in Heze, Shandong, Caoxian has gradually explored and developed a Han costume industry cluster with design, cutting, weaving and accessories in recent years. According to the statistics of Caoxian e-commerce service center, up to now, there are about more than 2000 Hanfu and upstream and downstream related enterprises in Caoxian, and more than 600 original Hanfu processing enterprises. In 2019, the sales volume of Hanfu electric business in the county was nearly 1 billion 900 million yuan, accounting for 10% of the total electricity sales in the county.

"But this year, affected by the epidemic, it has brought a very bad start to the production and sale of Hanfu in Caoxian. At present, the rate of staff going to posts in related enterprises is less than 30%. We are also trying to reduce losses for enterprises." Liang Huimin, who was interviewed after the broadcast, said, "the emergence of many spells has opened up a new battlefield for enterprises to resume work, creating a new sales peak and adding new vitality to the whole market."

Some stores sold more than 7-8 times in live broadcast.

On the day of the live broadcast, more than 180 head enterprises and merchants located in Hanfu source area of Caoxian, Heze, Shandong Province, introduced nearly 5000 Hanfu and peripheral products for consumers online live broadcast.

According to the briefing, in order to promote sales, many brands jointly make big profits, and sell products directly by "zero premium", and encourage consumers to actively place orders by sending red packets, robbing free tickets and winning raffle tickets. At 8:30 pm on the 19 th, the broadcast room of the county magistrate has gathered more than 1 million 600 thousand people. The merchants who participated in the activities sold more than 3000 pieces of Hanfu in half an hour, and the sales volume of some participating merchants increased 7-8 times than that on weekdays.

In 2019, sales of platform Hanfu and related accessories, shoes, fans and other products increased by 244% compared with the same period last year. 87% of consumers were below 30 years old, and most of them were female consumers. In the Caoxian Hanfu special live broadcast activities, 00 of the audience accounted for 55%, 90 accounted for 32%, the total accounted for nearly 90%.

Next, Caoxian will also increase the number of cooperation to create more room for the development of Hanfu industry. "In the future, the government will actively cooperate with many other e-commerce platforms to strengthen cooperation in channel development, product feedback and personnel training, and promote the further development of Hanfu in Caoxian by creating" E town ", supporting leading enterprises, organizing design competitions, and strengthening intellectual property protection, so as to bring more and better products to consumers. Liang Huimin said.