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Tương lai ngành livestream bán quần áo ở Trung Quốc đi về đâu?
25 Oct, 2023
trong thời kì đại dịch, các nhà buôn sỉ quần áo ở Trung Quốc chuyển hướng sang livestream trên các nền tảng thương mại trực tuyến nhằm vực dậy doanh số. Hiện nay, xu thế quay trở về với kinh doanh truyền thống đang trỗi dậy, thay thế tình những người bán hàng qua livestreamer.
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The air was still thick with heat and humidity (độ ẩm) as darkness descended (đi xuống, buông xuống) on a July evening in Hangzhou. Nannan, however, looked like she was dressed for winter.
The 28-year-old was standing on a crowded street in front of her phone, trying her best to sell the outfit she was wearing: sweater, jeans, and a thick scarf. Beads of sweat formed on her brow (trán), as she promised her followers “a once-in-a-lifetime discount (giảm giá ngàn năm có một).”
A few months ago, Nannan likely would have been hosting her show from inside one of the air-conditioned markets that line Sijiqing — a huge cluster (cụm, khu vực) of wholesale businesses in central Hangzhou known as “China’s No.1 clothing street.”
But, like thousands of other livestreamers, she is now banned from setting foot inside the venues.
Sijiqing has become the center of a power struggle (tranh giành quyền lực) that has captivated (thu hút) China in recent months, as the country’s most famous clothing hub attempts to take on the trillion-yuan livestream shopping industry.
In March, one of the markets at Sijiqing announced that any form of livestreaming would be strictly prohibited (nghiêm cấm) in future. Violators would face a fine of up to 60,000 yuan ($8,350) and have their equipment confiscated (tịch thu), according to the notice.
source: Sixth Tone,
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