Recently, Zhejiang International Trade Digital Technology Co., Ltd. and Zhejiang Electronic Commerce Promotion Association Digital Trade Research Institute jointly compiled the "Zhejiang E-commerce Brand Index" to capture the TOP100 for 20 Zhejiang characteristic industrial clusters, including apparel, furniture, and machinery. Brand rankings, and on this basis, the "Zhejiang E-commerce Brand Development Report" was formed.
The report pointed out that Zhejiang e-commerce brand development has two characteristics: First, regional development is uneven. At the municipal level, the total number of brands owned by the six cities of Hangzhou, Jinhua, Wenzhou, Taizhou, Ningbo, and Jiaxing accounted for 90% of Zhejiang e-commerce brands. In terms of counties (cities, districts), Yiwu, Yongkang City, Jianggan District, Xihu District, Yuhang District, Xiaoshan District, Binjiang District and Cixi City accounted for 39.5% of the province. The second is close integration with industrial clusters. From the perspective of the number of brands in each category, Zhejiang's e-commerce brands are mainly distributed in clothing, auto and motorcycle parts, small household appliances, shoes, kitchenware, luggage, bedding and other industries, which are highly related to Zhejiang's manufacturing base. The report suggests that companies need to shape brand beliefs and form differentiated development; adopt a multi-brand strategy to differentiate brand positioning; develop new live broadcast retail and innovate operating methods. The government needs to implement e-commerce brand cultivation projects, strengthen brand network marketing and promotion, increase brand protection and improve brand cultivation ecological services. At the same time, the report focuses on four cases carefully selected by Antarctic, Aokang, Zhang Xiaoquan and Netease, analyzing and explaining the brand development path of small and medium-sized manufacturers, manufacturing companies, time-honored brands and retail e-commerce platforms. The following is the full text of the "Zhejiang E-commerce Brand Development Report":
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◎Source: Digital Trade Research Institute of Zhejiang E-commerce Promotion Association ◎Editor: Zhou Yuting◎Review: Wan Qinglai◎Final Review: Chen Xia