Home > Culture News

Livestreaming offers new opportunities to purple clay producers

Updated : 2020-06-15

02.jpg

Workers in a purple clay enterprise of Dingshu town prepare for livestreaming events. [Photo/wxrb.com]

The internet economy has become an important driving force behind economic recovery in eastern China's Yixing city, known as the home of purple clay products, as the coronavirus epidemic wanes.

Lu Yiming, director of the service industry department of Dingshu town, said the number of purple clay products sold online has exceeded the number sold at offline markets, and online sales are continuing to expand rapidly this year.

"The epidemic has changed people's mindset toward consumption, and new models such as contactless distribution and livestreaming are rapidly developing in the purple clay market," said Lu.

Dingshu has been working to promote purple clay products on e-commerce platforms since 2016. Over 100,000 people are working in Dingshu's purple clay industry in areas such as product manufacturing, packaging, art design, and marketing. Around 60 percent of sales this year came from online channels.

Jie Tao, a purple clay enterprise that has focused on the online market for the past 15 years, has stood out among similar companies in Dingshu, as their sales have been doubling yearly thanks to professional livestream hosts and its developed online sales system.

Tang Lei, director of Zi Yu Jin Sha, a well-known purple clay brand based in Dingshu that owns over 50 chain stores nationwide, said the company's first foray into livestreaming as a means of promoting sales on e-commerce platforms has helped make up for a loss of offline sales.

According to Tang, young people are the main buyers of products displayed during livestreams, and they prefer cheaper and more practical products. However, those who buy purple clay products as collector's items tend to prefer brick-and-mortar stores. Because of this, e-commerce will not completely replace physical stores.

Lu said that Dingshu is planning to implement preferential policies to support the development of e-commerce, and the government plans to enhance supervision of the online market.

8.03K
Videos
 
2.jpg

Wuxi's annual marathon returns

13.jpg

Yixing's historical crafts on display in Beijing

11.jpg

Autumn views in Wuxi

15.jpeg

Mass painting event held in Wuxi

News
Sports
Videos
Photos
Business
Biz Updates
Policies
Industries
Development Zones
Companies
Travel
Attractions
Dining
Accommodation
Specialties
Shopping
Entertainment
Transportation
Maps
Culture
Culture News
Heritage
Museums
Events
Services
Visa
Marriage
Healthcare
Jobs
Education
Useful Info
About
Overview
Districts
Statistics
Government Officials
Sister Cities
E-books
Copyright © China Daily. All rights reserved.
Sponsored by Wuxi Municipal Party Committee Information Office.
Presented by China Daily.
备案号:京ICP备13028878号-34