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"Online Livestreaming + Offline Market" Integration: Douyin E-commerce Launches "Encountering Chinese Style, Show in Changshu"

"Online Livestreaming + Offline Market" Integration: Douyin E-commerce Launches "Encountering Chinese Style, Show in Changshu"

News2026-04-17

As the boom in Guofeng (Chinese-style) consumption gains momentum, traditional apparel industry clusters are embracing new opportunities for transformation. On April 17, the "Encountering Chinese Style, Show in Changshu" themed event took place in Changshu, Jiangsu Province. Co-hosted by the Changshu E-commerce Association, Changshu Bureau of Commerce, and Douyin E-commerce, the event featured multiple segments including a Guofeng market, offline fashion show, and online livestreaming. It brought together local apparel industry belt merchants and traditional culture influencers to spotlight innovative practices within Changshu's textile and garment industry against the backdrop of the rising Guochao (Chinese trendy) consumption trend.

"Encountering Chinese Style, Show in Changshu" Themed Event

Industry Collaboration Drives New Growth in Guochao Consumption

The textile and garment industry is a traditional pillar of Changshu's economy. Currently, Changshu is home to over 5,000 textile enterprises, producing more than 500 million garments annually. Data shows that in 2025, Changshu's online retail sales via e-commerce exceeded RMB 120 billion, and in the same year, livestream e-commerce transaction value reached RMB 85.62 billion.

Leveraging the advantage of a complete industrial chain—"from a single thread to a piece of clothing"—Changshu's apparel industry belt, while consolidating its traditional commercial position, is actively exploring new growth tracks. In recent years, the volume of "neo-Chinese style" products and orders in Changshu has continued to grow. Supported by an efficient supply chain, Changshu has performed remarkably in the neo-Chinese style segment. In 2023, related transactions in Changshu accounted for approximately 80% of Suzhou's total, with order volumes ranking among the highest nationwide.

Against this backdrop, the "Encountering Chinese Style, Show in Changshu" event, by integrating industry belt resources and e-commerce platform capabilities, focused primarily on women's wear and neo-Chinese style categories, facilitating a more direct connection between production, merchants, and consumers. It is reported that from April 18 to 27, Douyin E-commerce will launch a dedicated event zone online to provide exposure and traffic support for participating merchants.

Livestreaming Meets Offline Market, Expanding Product Display Scenarios

The event was held at Changshu Fangta Park, combining the traditional cultural heritage of the ancient city with the modern aesthetics of neo-Chinese style clothing. Leveraging urban public cultural spaces, the event created an offline setting integrating a Guofeng market and a fashion show, enabling Changshu's neo-Chinese style garments to connect the quaint city streets with vibrant livestreaming rooms.

The Guofeng market attracted about 20 brands, covering diverse categories such as neo-Chinese women's wear, designer brand products, and modified qipao, and also introduced intangible cultural heritage (ICH) creative products. Through a red carpet show and a runway show, the event presented various styles of neo-Chinese style works, including ICH craftsmanship, daily commuter wear, and original designs, visually demonstrating the adaptability of related products in different life scenarios. In addition, "neo-Chinese style appreciators" such as Chuoni, Jiang Mengjie, Lu Keran, and Wang Yuanke will also interact with users via short videos.

Digital empowerment is driving steady growth for Changshu's industry. Douyin E-commerce data shows that in 2025, the transaction value of women's wear from Changshu's industry belt on the platform grew by over 69% year-on-year, and the number of merchant stores increased by more than 58% year-on-year. Moreover, the number of merchants selling neo-Chinese style clothing on the platform rose by 157% year-on-year.

The digital transformation of Changshu's textile and garment industry also mirrors the rapid growth of the domestic livestream e-commerce sector. According to the *2025 Livestream E-commerce Industry Development White Paper* released by the Development Research Center of the State Administration for Market Regulation and other organizations, the livestream e-commerce market experienced explosive growth between 2019 and 2024, expanding more than 12-fold. In 2024, livestream e-commerce contributed 80% of the increment in online retail sales. In 2025, livestream e-commerce GMV exceeded RMB 5 trillion, accounting for nearly one-third of online retail sales, with an industry user base of approximately 660 million.

Industry analysts suggest that driven by both industrial and consumption upgrades, Changshu is bringing "Made in China" directly to consumers through diverse scenarios. The deep integration of livestream e-commerce has not only expanded market increments but also driven flexible innovation on the production side through data feedback, becoming a key engine propelling the digital and brand transformation of Changshu's apparel industry belt.

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"Online Livestreaming + Offline Market" Integration: Douyin E-commerce Launches "Encountering Chinese Style, Show in Changshu"