For over 3 decades of growth history, Yanbu Community, Dali Town in Nanhai District of Foshan, has been built up as an "underwear production empire", with the longest history of its kind in China. The area, to this date, has fostered an industrial cluster that gathers tons of medium and high-end underwear brands. Overall, the region, widely recognized for its "Yanbu Underwear", is estimated at 6.957 billion yuan in industrial value.

 

Yanbus underwear industry has since created epic sales record, as it takes over a huge market share in China and has explored a global market by selling products to more than 30 countries and regions, including the United States, the Europe, South Korea, Japan, and South America. As years passed by, local enterprises have started to take on a branded approach as the region entered a phase of industrial upgrading. More than 20% of local underwear companies have now registered their own brands, and the rate will continue to grow rapidly. Out of 15 all mainstream underwear brands in China, 7 are based in Yanbu. As the industry continues to grow in scale and quality, Yanbu also sees challenge come in its way. Costs kept rising. Local manufacturers tried claiming new lands through digital transformation.

 

 

In April 2020, local government has unveiled preferential policies that empower traditional manufacturers to "go digital". Back then, Duan Juan, who had previously been working in training centers for over 10 years, seized the opportunity. With great vision in mind, she started Xinxiu Network Technology Co., Ltd, and together under her close partnership with big underwear brands, they managed to break through offline sales model and used live-streaming platforms to connect with more consumers. Fundamentally, the recipe for Duans success includes the following elements: 1) live-streaming over offline sales, 2) fine products selection, 3) brand promotion.

 

According to Duan, a stable supply chain is the pre-requisite for profits. What sets e-commerce apart from traditional sales model lies in its ability to reach out to more consumers. In the past, a physical store can only sell a dozen, but now tens of thousands of pieces can be sold on one single day via live-streaming. At Xinxiu live-streaming base, the team seeks to foster a full-swing e-commerce model that encapsulates beauty products, clothing and all sorts of fashion items. The sky is the limit for Dali Town, as resources are being pooled for live-streamer training, commercial video creation, product launch roadshow, product exhibition and a lot more.

 

Author: Jersey

Revisor: Eleanor