跨境电商直播赋能浙江绍兴纺织企业海外品牌打造与营销策略研究

Research on empowering Zhejiang Shaoxing textile enterprises to build overseas brands and marketing strategies through cross-border e-commerce live streaming

《纺织行业“十四五”发展纲要》提出加快发展跨境电商等外贸新业态,培育一批国际竞争力的品牌,提高纺织服装自主品牌出口比重。跨境电商直播已成为外贸“新风口”,引导传统纺织企业尝试跨境直播新模式,拓展新渠道,寻找新订单,赋能品牌出海。在研究全国“十四五”纺织行业建设任务基础上,分析跨境电商直播在纺织企业海外品牌打造中的作用机制。针对浙江绍兴纺织跨境电商企业海外品牌营销现状进行深入调研分析,在此基础上,基于跨境电商直播赋能,从品牌IP、产品、用户、渠道、互动等维度提出浙江绍兴纺织企业海外品牌数字化营销策略。

The"14th Five-Year Plan for the Development of the Textile Industry"proposes to accelerate the development of new forms of foreign trade such as cross-border e-commerce,cultivate a group of international competitive brands,and increase the proportion of independent textile and clothing brand exports.Cross border e-commerce live streaming has become a new trend in foreign trade,guiding traditional textile enterprises to try new models of cross-border live streaming,expanding channels,finding new orders,and empowering brands to go global.On the basis of studying the construction tasks of the national textile industry during the 14th Five-Year Plan,the mechanism of cross-border e-commerce live streaming in the overseas brand building of textile enterprises is analyzed.Based on in-depth research and analysis of the current situation of overseas brand marketing of Zhejiang Shaoxing textile cross-border e-commerce enterprises,and based on the empowerment of cross-border e-commerce live streaming,digital marketing strategies for overseas brands of Zhejiang Shaoxing textile enterprises are proposed from the dimensions of brand IP,products,users,channels,and interaction.