Industrial Cluster: Jining International Fur City Welcomes Winter Consumption

In recent days, with the temperature gradually declining, the passenger flow of Jining International Fur City in Ulanqab, Inner Mongolia has been rising, setting off a new round of consumption boom, injecting power into economic growth.

When we entered Jining International Fur City, the customers who came to shop were bustling. The merchants prepared enough supplies in advance, and the display shelves were full of new products for this winter. The salesmen were busy introducing products to customers, which was a lively scene.

"I came here from Hebei to travel. It's cold recently, so I want to visit the Fur Town and buy some clothes for myself and my parents." Su Xin, a tourist from Hebei, said while shopping for clothes.

Ms. Wang from Shanxi excitedly showed her harvest to the reporter: a teddy bear fur coat with a pink hat made of mink fur. She called it "the New Year's clothes that kill the circle of friends". Ms. Wang, 23 years old, came to Jining from Shanxi with her friends. After a day of shopping, she had to rush back in the evening.

In many stores, there are various small mandarin jackets with Chinese style and national fashion, including the pink jacket of young girls and the bullish golden mandarin jacket. The appearance is not very different from that of ordinary Han style clothes. It is fine and soft fur when turned inward. "It breaks my understanding of fur. I used to think that the northeast mink is the representative of fur, but it is not fashionable enough. These days, the Guochao style fur can not see the traces of fur, and it is warm in winter," said Ms. Sun, a customer.

Online consumption also welcomes the upsurge of consumption. "What I'm trying on now is M code, the smaller one can choose S code, and the number one link is now on the shelves..." At 8:00 p.m., in the live broadcast base of Jining International Fur City, the shop seems to be closed, but "shouts" keep coming out. Professional anchors are promoting their products to the camera, skillfully introducing the style and characteristics of clothes, and interacting with fans from time to time.

In order to further expand the sales channels and increase the publicity carrier, Jining International Fur City Co., Ltd. transformed its own leather collection network from e-commerce business in June 2019, focusing on the development of live broadcast business. After many visits to Hangzhou and other places, the base was officially opened and operated on May 20, 2021. The company expanded the original live broadcast of leather and fur business to the live broadcast of all kinds of goods, focusing on the live broadcast of famous, excellent and special products in Inner Mongolia, and creating a live broadcast base for innovation in Inner Mongolia. At present, the base has a professional live broadcast team of more than 10 people for business, selection, e-commerce, operation, content production, etc.

The live broadcast is fast in pace and intense, energetic in front of the camera, and tired in the camera. "A live broadcast lasted more than three hours. It was really tiring to keep changing clothes during the live broadcast. Sometimes I couldn't lift my arms and drink a mouthful of water when I was busy. But I felt very motivated when I saw many fans coming to the show and some left messages to buy our new models," said one anchor.

As the "Double 11" approached, fur anchors in the live broadcast base were riveted enough to recommend their own new fashion products on several e-commerce platforms. At the same time, the live broadcast sound is also rising one after another in the major stores of Jining International Fur City. A shop owner revealed that online live broadcast can fully understand customers' purchase needs and provide ideas for new product development.

Statistics show that in recent years, the average annual passenger flow of Jining International Fur City has reached about 1.5 million person times, with a cumulative employment of more than 7000 people, driving the employment of more than 12000 people in the upstream and downstream, and also effectively driving the rapid development of tourism, catering, accommodation and logistics in Ulanqab.

(Source: CCTV)