On October 23rd, the "2026 Outstanding Brand Marketing Sharing Conference" jointly organized by the Economic Observer and the Hong Kong Management Professional Association was held in Beijing. Chen Jing, the head of Taobao Clothing Communication, stated at the meeting that live streaming e-commerce has been very popular in the past one or two years, providing a new channel for clothing sales. However, the industry is also facing new bottlenecks: if the live streaming rooms are all used to quickly drive transactions, the expression and value of brand style are insufficient. The pure low-priced sales style live streaming overdraws the brand's sense of value, making merchants passively trapped in low-quality competition.

Chen Jing pointed out that bringing "Fashion Week" into the live broadcast room and showcasing craftsmanship, texture, and aesthetics in a panoramic way is the key to establishing a trustworthy Chinese clothing brand. When Chinese brands go global, they need to convey our cultural influence to the outside world.

The following is the full text of the speech:

Hello everyone! I am Chen Jing, mainly responsible for the external communication and dissemination of the Taobao clothing industry. The topic I'm sharing today is' How to Move Fashion Week into a Live Streaming Room? '.

Firstly, the brands we collaborate with, the clothing merchants on Taobao, have actually grown from one Taobao store after another. The merchants we serve have also grown from individual C stores, rather than big brands or clothing companies that have been deeply rooted offline for many years. These clothing brands that have developed from scratch actually have pain points in their growth.

What is the biggest pain point? Why are we doing this? In the past year or two, live streaming e-commerce has been very popular and has indeed provided a new channel for clothing sales. However, the industry is also facing new bottlenecks: the language used to quickly drive transactions in live streaming rooms is uncertain about the visual expression and value of the brand. Pure sales style live streaming overdraws the brand's sense of value, making merchants passively trapped in the reality of low price competition.

For clothing that we want to create a brand feel and provide consumers with a better visual experience, that's what we want to do. We have brought the brand dream that every fashion person has into the live streaming mode by using innovative models such as "bringing fashion week into the live streaming room". This is not just about hosting a beautiful show. After the show is moved into the live broadcast room, there will also be some actions to convert and promote transactions. Each live broadcast can bring the peak of sales and transactions to businesses, as well as an improvement in brand tone. We bring movie grade professional equipment, including Stannikon cameras, to the live broadcast room with 4K image quality, which can better present the texture of clothing fabrics and cutting techniques, allowing everyone to see that small and medium-sized businesses that have grown up on Taobao also have the ability to bring texture that is not inferior to big brands.

Of course, the platform will also have some support. At the beginning, we collaborated with a brand, and later developed into joint live broadcasts with multiple brands. Finally, we brought these small businesses on Taobao to the international stage and landed on the fashion week runway. We have now surpassed the incubation period of IP to the breakthrough period of benchmarking, as well as the period of scale and ecological development. Especially in the clothing industry, without relying on influencers to promote products, a single brand can achieve 60 million or even hundreds of millions of transactions in its own store live broadcast room, which is a very prominent benchmark breakthrough in the industry.

We hope to support the ability of brands to grow on their own, accumulate fans who enter the live broadcast room in their own stores, become their members, and continue to communicate and operate deeply in the later stage.

We later promoted the live streaming mode of this super fashion release to more merchants and brands, achieving nearly 300 big shows a year and turning the peak into a daily scale breakthrough. We conducted a special live broadcast of intangible cultural heritage with new Chinese brands such as Yilan Weilan and Qixiangjin, with a transaction price of over 30000 yuan, allowing more consumers to recognize Chinese culture, feel the benefits of fabrics and the aesthetic value of culture, and create some new and different products to meet the needs of various consumers in the widest consumer market.

We have done these things by using a new model of clothing live streaming, which allows everyone to see some better ways to break the ecological competition in the clothing industry. We can see that contemporary Chinese people have different aesthetic and cultural choices, and it has become a new synonym for clothing live streaming shows.

Chinese brands going global actually need to convey our cultural influence to the outside world. We are accumulating some cultural assets for our brand, including intangible cultural heritage fabrics and new Chinese style clothing, to make more young people identify and love traditional culture.

Nowadays, many Taobao women's clothing brands have gone abroad and landed overseas, such as CHIC JOC, which has opened stores in Paris and Los Angeles, adjacent to big brands. During Paris Fashion Week, UNICA held literary salons and art exhibitions to engage in in-depth communication with overseas users and the fashion industry. UNICA invited overseas designers to launch new collections... They are also using new models to refresh the overseas fashion industry's understanding of China's emerging original brands. I hope to have the opportunity to co create a new future for the clothing industry with more brands in the future. Thank you all!