全国地方特色新品一年多五成 年轻人正在淘宝国货严选“追产地”

This article shares the latest outcomes of Taobao China Brands Select’s 100 Industrial Belt initiative in partnership with Tao Factory, and key takeaways for general consumers include:

1. The platform now aggregates local specialty products, intangible cultural heritage handicrafts, time-honored brands and national GI-labeled goods from across China. Its product category has expanded from basic necessities to emotional and trend-driven non-essential goods, meeting young consumers’ demand for exploring origin-specific new arrivals and quality products.

2. The two platforms have clear division of labor for origin-specific quality goods: Tao Factory sources high-quality products from remote regions, and leverages Taobao Group’s logistics infrastructure to deliver these goods to consumers faster and at lower cost; while Taobao China Brands Select focuses on differentiated specialties from northern and southern China with seasonal complementary supply, offering a wider selection.

3. Quality of many origin-specific products has been verified by KOLs through live-streamed origin traceability, with significant sales growth and guaranteed cost-performance. For example, the repurchase rate of Yongchun aromatherapy from Quanzhou reaches 81%, making it a product worth trying for consumers.

This article discloses the latest progress of the 100 Industrial Belt initiative jointly run by Taobao China Brands Select and Tao Factory, with key insights for brand owners:

1. On the consumption trend side: A new consumption trend of "origin chasing" has emerged among young consumers, with demand shifting from necessities to non-essentials, and emotional and trend-driven categories growing rapidly. Origin-based brands are more trusted by consumers than low-cost unbranded products, so brands can build differentiated competitiveness by leveraging their local origin advantages.

2. On the marketing and channel side: Participating in platform-organized origin traceability live streams and collaborating with KOLs and local influencers is an effective approach to customer acquisition and growth. Case data shows that Guangzhou industrial belt recorded a 115% month-on-month sales growth after live-streaming, while 10 traceability live streams for Jingdezhen porcelain generated over 10 million yuan in sales and drove a 103% growth in in-store shelf sales.

3. The two platforms have clear role divisions: Brand owners can choose the suitable channel based on their origin and category. Tao Factory covers untapped remote origins, while China Brands Select focuses on segmented categories in eastern China. Eligible brands can settle in to gain traffic support and complete the upgrade from unbranded goods to origin-based brands.

This article announces the latest progress of Taobao Group’s 100 Industrial Belt initiative, with opportunities and actionable insights for sellers:

1. Policy and onboarding opportunities: After more than one year of operation, the initiative has covered nearly half of its target industrial belts, and will next focus on deepening operations in 100 core primary industrial belts. Selection criteria include category matching, operational efficiency and target audience fit. Eligible sellers can apply to join and obtain platform support.

2. Market growth opportunities: Amid young consumers’ "origin chasing" trend, characteristic agricultural products from central and western China, intangible cultural heritage handicrafts, and mature light manufacturing from eastern China all have room for growth. Growth of non-essential emotional categories far outpaces that of conventional categories, with the 461% year-on-year GMV growth of Quanzhou Yongchun aromatherapy as a typical example.

3. Replicable growth model: Participating in KOL-led origin traceability live streams can bring targeted traffic and drive long-term growth in in-store shelf sales. After the implementation of live-streaming for the Jingdezhen industrial belt, one-third of participating sellers maintained an annual sales growth of over 200%, making this model replicable for direct reference.

This article introduces the 100 Industrial Belt initiative by Tao Factory and Taobao China Brands Select, with the following opportunities and insights for manufacturing factories:

1. New business growth opportunities: Domestic origin e-commerce has completed the upgrade from selling low-cost unbranded goods to building origin-based brands. Consumers are increasingly recognizing the trust endorsement of origin IPs. Factories that build products based on local origin advantages are more likely to win consumer trust and boost sales.

2. A reference path for e-commerce transformation: Factories can participate in platform-organized KOL-led origin traceability live streams, which drive long-term shelf sales through content marketing. After multiple live-streaming campaigns for the Jingdezhen porcelain industrial belt, overall shelf sales grew 103% year-on-year, and one-third of participating factories recorded annual sales growth of over 200%, proving the model’s effectiveness.

3. A reference for product R&D direction: Consumer demand has expanded from necessities to non-essentials, with demand for emotional and trend-driven products growing rapidly. Factories can develop corresponding categories based on local characteristics. Quanzhou leveraged its local advantages to develop aromatherapy products, which achieved 461% GMV growth and won recognition from young consumers.

This article discloses the latest development trends of domestic origin e-commerce, with key insights for e-commerce service providers:

1. Industry development trend: Domestic origin e-commerce has completed the upgrade from selling local specialty products to selling "origin capability", and the overall industry is shifting from focusing on low-cost unbranded goods to building origin-based brands, with platform players also pushing this upgrade direction. Service providers can layout related business centered on origin brand building.

2. Core pain points of current industrial belt clients: A large number of high-quality products from remote regions in central and western China lack exposure channels and e-commerce sales infrastructure, while mature industrial belts in eastern China need to further expand traffic and scale up sales. Both types of industrial belts have unmet service demand.

3. Business opportunity direction: Origin traceability live streaming is currently the most important customer acquisition and traffic generation method for origin-specific products, and many industrial belts lack supporting services including KOL matching, live stream operation and content production. Multiple industrial belts have already achieved exponential growth through traceability live streaming, so service providers can develop supporting solutions centered on traceability live streaming to capture industry dividends.

This article shares operational insights from the 100 Industrial Belt initiative by Taobao China Brands Select and Tao Factory, with key takeaways for peer platform operators:

1. A reference for differentiated division of labor in merchant recruitment layout: Tao Factory focuses on filling the supply gap in untapped remote regions, sourcing high-quality niche products and building consumer awareness that even remote regions have quality offerings; Taobao China Brands Select focuses on segmented categories in eastern China, while expanding differentiated supply between northern and southern China and complementary seasonal supply to enrich platform selection, which has delivered strong layout results.

2. A replicable traceability live streaming model for operation and customer acquisition: Organizing KOLs and local influencers to conduct live-streamed origin traceability, which leverages origin trust to improve user conversion and continuously drive traffic for merchants. This model has been proven effective, with multiple partner industrial belts achieving doubled sales growth.

3. A note on development direction: Platforms entering the industrial belt business should advance step by step, first focusing on core industrial belts with core goals of improving efficiency and guaranteeing quality. Only after completing the upgrade from low-cost unbranded goods to origin-based brands can platforms and industrial belts achieve sustainable development, a path that has already been proven viable by Taobao.

This paper documents the latest practice of domestic e-commerce’s collaboration with industrial belts, with key insights for industry researchers:

1. New industrial development trends: Domestic origin e-commerce has entered a new development stage, upgrading from selling low-cost unbranded goods and primary local specialties in its early days to selling comprehensive origin capabilities and building origin-based brands. It has formed a new industrial belt ecosystem that uses geographical indications and intangible cultural heritage as trust anchors, light manufacturing as profit support, and traceability live streaming as a promotion method.

2. Summary of the innovative business model: This model adopts differentiated division within the platform: Tao Factory fills the supply gap in remote origins, while Taobao China Brands Select focuses on segmented categories and differentiated supply. Combined with KOL-led traceability live streaming that drives long-term shelf sales, it achieves a win-win outcome for platforms, merchants and consumers.

3. A new path for regional industrial development: This model has effectively facilitated the market access of characteristic products from remote regions in central and western China, where new supply now accounts for 35% of total supply. It not only enriches consumer market supply, but also provides a researchable reference sample for rural revitalization and industrial development in remote regions, with multiple落地案例已经验证了模式的可行性。Multiple on-ground cases have verified the model’s feasibility.