BABA(US:BABA) Zheng Quan Ri Bao Zhi Sheng·2025-09-13 04:09Core Insights - The collaboration between Qixiangjin and Taobao's "Super Fashion Release" attracted nearly one million viewers and achieved a record sales figure of over 5.5 million yuan during the live broadcast [1][4] - Qixiangjin, a brand specializing in Xiangyun fabric, has successfully transitioned from a lesser-known entity to a recognized brand within just two years on Taobao, showcasing the platform's potential for brand development [4][6] Sales Performance - The live broadcast on September 11 resulted in a transaction amount exceeding 5.5 million yuan, with an average transaction value of 13,500 yuan and a customer repurchase rate of 92% [1] - Qixiangjin's sales have significantly increased since joining Taobao, with the platform becoming the main sales channel for the brand [6][7] Brand Development - Qixiangjin's participation in the China International Fashion Week marks a significant milestone, highlighting the brand's rapid growth and the effectiveness of Taobao's support in elevating brand status [4][7] - The "Super Fashion Release" initiative by Taobao aims to enhance brand positioning and has previously helped other brands achieve record sales [6][7] Industry Context - The Xiangyun fabric, a traditional Chinese textile with over 1,700 years of history, has struggled with branding compared to other materials like cashmere, which are heavily promoted by established brands [1][4] - The collaboration between Taobao and the China International Fashion Week reflects a strategic move to leverage Taobao's extensive consumer base and support for original design and personalized fashion [7]