从“广货出省”到“产业赋能” 辛选如何打通产供销新通路

Core Insights - The article highlights the strategic shift of XinXuan Group from being a participant in consumer platforms to becoming an enabler of industrial clusters, focusing on empowering local brands and products through live commerce [1][2]. Group 1: Strategic Shift and Performance - XinXuan Group has upgraded its partnership model for hosts to a cooperative system, achieving significant sales milestones with nine live broadcasts exceeding 1 billion yuan in sales [1]. - The "Guangdong Goods Going Global" initiative, executed by XinXuan, generated over 1 billion yuan in a single live session, attracting more than 33 million viewers and facilitating sales of 950,000 orders across 31 provinces and over 360 cities [1][3]. Group 2: Industry Collaboration and Product Offering - The live broadcast featured 127 Guangdong brands and over 200 products across seven categories, with 35 items achieving sales exceeding 1 million yuan, indicating XinXuan's capability to aggregate regional industrial demands [2][3]. - The event was not merely a promotional activity but served as a platform to showcase Guangdong's quality products and innovation to a broader audience [3]. Group 3: Cultural and Emotional Engagement - XinXuan emphasizes the cultural narrative behind each product, enhancing consumer connection through storytelling and showcasing the heritage of Guangdong products [6][7]. - The strategy includes making traditional products appealing to younger generations by recontextualizing their stories and experiences [7]. Group 4: Supply Chain and Operational Efficiency - XinXuan has established a robust supply chain system that supports efficient product delivery and quality assurance, ensuring a seamless experience for consumers [8]. - The company employs a direct supply model, reducing intermediaries and offering significant discounts, with some products seeing price reductions of over 20% [8]. Group 5: Long-term Growth and Sustainability - The success of the live broadcast is viewed as a starting point for ongoing empowerment of local products, with plans for product returns based on consumer feedback [9]. - XinXuan aims to promote green products and sustainable practices, aligning with national environmental goals while enhancing consumer awareness of eco-friendly options [9][10]. Group 6: Future Directions - XinXuan plans to continue leveraging its supply chain capabilities and deepen collaborations with Guangdong enterprises to uncover more quality products [11]. - The company believes that the ultimate goal of live commerce is to build trust with consumers, which is essential for long-term success in the industry [11].