On May 23rd, the ＂Liuhua Fashion Wholesale Buying Season· Cross-border Live Broadcast Festival＂was held in Guangzhou Liuhua Fashion Wholesale Market.

A wave of enthusiasm for purchasing online and offline

The 2023 China Liuhua International Fashion Festival (Spring&Summer) and Liuhua Fashion Wholesale Buying Season have returned with greatsignificance.

A number of characteristic exhibition halls are set up offline in Guangzhou Liuhua Fashion Wholesale Market, the main market of this fashion festival, to display distinctive fashion garments around the world, with a large number of sales promotions. By presenting free hotel stays, buffets, the Pearl River night tours and a series of surprise gifts, it attracted overseas merchants to purchase in the market.

In addition, the event was also held online through ＂cross-border e-commerce+live streaming＂, giving purchase coupons up to $1,000, organizing a series of 100 live events, and spreading the events on popular social media abroad through special live broadcasts, on-site live broadcasts, institutional broadcasts, and store visits.

To keep up with the changes in mainstream channels, Guangzhou Liuhua Fashion Wholesale Market has established its own cross-border e-commerce platform ＂LIUHUAMALL. com＂ and built a Liuhua cross-border live streaming center to obtain a new arena of cross-border trade.

Cross-border live broadcasting helps fashion go overseas

Through ＂cross-border e-commerce+live broadcasting＂, Guangzhou Liuhua Fashion Wholesale Market has further empowered traditional merchants to transform and upgrade. A service platform integrating product display, seller selection, supply chain connecting, online promotion and other services has been officially opened.

＂Do you want to try this one?＂ Ruha, an Iranian streamer, is filming a short video in a dazzling clothing room. She introduced the products in the market to foreign audiences in English. In another live broadcast room, a Guangzhou streamer is introducing fashion styles in fluent English, while the operators beside are monitoring purchase data while listing related products in an orderly manner.

Foreign internet celebrities from different countries enter the market and stores, thus allowing overseas merchants to have a deeper understanding of the brand story and products, bridging the gap between consumers and merchants, and attracting more consumers'attention and purchases.

广州：流花服装”跨境电商+直播“开辟出海新路径

5月23日，“流花外贸采购季·跨境直播节”系列活动在广州流花服装批发市场火热进行。

“线上+线下”掀起采购热潮

2023中国流花国际服装节（春夏）暨流花外贸服装采购季重磅回归。

作为本次服装节的主要市场主体，广州流花服装批发市场除了在线下搭建多个特色展厅，全面展示场内世界各地特色时尚服装外，还推出大量优惠促销活动，通过赠送酒店、自助餐、珠江夜游以及系列惊喜礼品，吸引海外客商到市场采购。

此外，活动在线上采取“跨境电商+直播”的模式，赠送最高可达1000美元的采购优惠券，组织百场系列直播活动，通过专场直播、场内走播、机构联播、达人探店等形式，在国外热门社交媒体进行传播。

为紧跟市场主流渠道变化，广州流花服装批发市场通过自建跨境电商平台“LIUHUAMALL.com”，并建设了流花跨境直播中心，抢占跨境出海新赛道。

跨境直播助力服装出海

通过“跨境电商+直播”，广州流花服装批发市场进一步赋能传统商户转型升级，集产品展示、卖家选品、供应链对接、线上推广等服务为一体的服务平台已正式落成。

“Do you want to try this one？”一名来自伊朗的主播Ruha正在琳琅满目的服装间拍摄短视频。她用英语向国外观众介绍市场内的商品。在另一个直播间内，一名广州主播正用娴熟的英语介绍着服装款式，旁边的运营人员一边紧盯着购买数据，一边有条不紊地上架相关商品。

来自不同国家的外籍网络达人，走进市场、走进商铺，让海外客商更深入了解品牌的故事及商品的特点，拉近消费者和商户之间的距离，吸引更多消费者的关注和购买。

文｜羊城晚报全媒体记者 李春炜 实习生 卢佳圳
翻译｜林佳岱、陈萱
图片 | 受访者提供
责编｜王瑜瑛