Recently, to promote the development of e-commerce in Inner Mongolia and to transform platform economy to content economy, theme live commerce started to lift farmers out of poverty through consumption. A series of events were included in it, including “Hohhot in the night·shopping season with online celebrity” and “enjoy tasty food from grassland in Inner Mongolia”. It’s hosted by the Department of Commerce of Inner Mongolia and the Agricultural and Pastoral Office and organized by the Bureau of Commerce of Hohhot. The aim was to led the content economy of Inner Mongolia.
The event was hold in Jintiandi Square, Gomeet Shopping Center, Xiyuehui, Outlets Town and Ruyihe Square at the same time. 20 shops sold nearly 100 kinds of goods in about 100 booths. Some shop owners used short video platforms to sell goods online, interacting with not only many eager buyers on site, but also netizens. The event could promote the night economy in Hohhot by injecting vitality, offering job opportunities; developing domestic trade, boosting consumption confidence, leading the transformation of traditional enterprises, initiating the integrated development of online and offline business and solving the problem of inadequate demand for products.
“Hohhot is a beautiful city. You are welcomed to travel here in the summer to taste our special food. Today, we recommend for you a poverty-alleviation-supporting product. The name is milk curd with Malus micromalus Makino. Malus micromalus Makino is nutritious. It can be seen as food and medicine for it can strengthen the spleen and stomach, increase appetite and aid digestion...” At a live commerce hall, 16 special food from Inner Mongolia were being sold, including mutton, blueberry juice, beef jerky, hot pot seasoning and oat needles by Li Hong, director of Bureau of Commerce of Hohhot, and Li Xiaoyan, director of Office of Poverty Alleviation and Development of Hohhot, both of whom were “promoters of special food from Inner Mongolia”.
Live commerce was a new trend. In this great promotion, “China Quality Brand” team was invited by the organization committee, TikTok and Kuaishou. Five top online celebrities and heads from Autonomous Region Department of Commerce, Hohhot Poverty Alleviation Office and Ulanqab City Bureau of Commerce, initiated the live commerce intended for special products from the Inner Mongolia. The event relied on a new mode with “live streaming of cultural and tourism resources+selling”, a priority of “local government head+online celebrity”, live streaming platforms like TikTok and Kuaishou and e-commerce platforms like Taobao and JD.com. Relating topic were also published to start the promotion.
In the live commerce, geological representative products sold in the live commerce were from 5 alliance cities including Hohhot, Baotou City, Hulunbeier City, Ulanqab and Xilin Gol League. The event included sec-kill, cash back, gift and special product supplement.