又有两家淘宝原创品牌 登上中国国际时装周成交破千万

This article covers two original Taobao-based new Chinese-style brands that showcased their collections at China Fashion Week, generating over RMB 10 million in combined sales via dedicated platform livestreams, and outlines a practical path for everyday entrepreneurs to build enduring brands.

1. The growth stories of the two brands offer highly relevant reference points: Yimo Weilan started as a Taobao reseller of wholesale market apparel in 2009, pivoted to in-house R&D in 2018, and has maintained strict quality control over the intangible cultural heritage gambiered Guangdong silk production process starting from raw greige fabric sourcing. Today it operates its own factory in Linping, Hangzhou, employs nearly 60 R&D staff, and posts annual revenue in the billions of RMB. Yuxizi, by contrast, moved its operations to Taobao from other livestream platforms, focusing on wearable, contemporary new Chinese-style apparel; its China Fashion Week dedicated livestream drove nearly RMB 3 million in sales for its single store.

2. Practical takeaways for consumers and brand builders: Products with long-term market viability do not chase short-lived viral trends; designs rooted in cultural core values and adapted for daily wear resonate more strongly with consumers. Taobao has also institutionalized its Super Fashion Launch livestream IP, so ordinary shoppers no longer need to wait through the long lead time for runway pieces to hit shelves—they can purchase original domestic designer apparel directly while watching shows.

This article reveals consumer trends, viable brand growth trajectories, and integrated brand-and-performance marketing approaches in the domestic new Chinese-style apparel segment, offering clear actionable insights for brand operators.

1. Consumer trends and R&D direction: Apparel anchored in Eastern cultural heritage and intangible cultural heritage craftwork holds long-term collectible value, allowing brands to avoid the homogeneous competition plaguing short-lived trend cycles. Designs should avoid the outdated, overly formal connotations of traditional Chinese clothing, instead incorporating Chinese elements into modern silhouettes to cover use cases ranging from daily wear and work to formal occasions, reaching a broad customer base spanning younger demographics to women aged 50 and above.

2. Marketing and channel strategy: Brands can leverage platform-exclusive IPs to access top-tier fashion resources such as China Fashion Week, and convert runway visibility directly into sales via the see-now-buy-now model that syncs runway shows with livestream commerce. As a channel, Taobao has a user base with strong purchase intent, characterized by low return rates, high repurchase rates, and diverse aesthetic preferences, making it better suited for original brands to build long-term user loyalty.

3. Supply chain building guidance: Brands can lock in competitive differentiation by controlling core fabric quality from the source, following the example of Yimo Weilan, which stockpiles 2–3 years’ worth of heritage craft fabrics and launches roughly 100 new SKUs per month to build durable product moats.

This article outlines the latest support priorities, growth opportunities, and operational risk warnings for Taobao’s apparel category, offering reference value for sellers at all stages of development.

1. Growth opportunity signals: The new Chinese-style, guofeng apparel segment is a high-potential growth track. In particular, products that combine traditional intangible cultural heritage crafts and Chinese design elements with modern daily wear scenarios have strong repurchase appeal, and can reach broad cross-demographic customer bases.

2. Platform support details: Taobao has institutionalized its "Super Fashion Launch" exclusive livestream IP, which uses cinema-grade production standards for show livestreams to enable see-now-buy-now purchasing. Since its first event in August 2024, the IP has hosted hundreds of sessions, repeatedly driving single-brand, single-session sales exceeding RMB 100 million. The platform does not select supported brands solely based on GMV; it prioritizes original brands with high repurchase rates, strong growth potential in their niche, and distinctive design philosophies, with selected merchants gaining access to top-tier resources such as China Fashion Week.

3. Operational risk warnings: A pure hit-product, traffic-driven operational model tends to constrain merchants’ product selection and cannot support long-term brand building. Sellers pursuing original design should build in-house design teams as early as possible, control core product quality, and cultivate high-repurchase user bases.

This article outlines production and design demand, potential business opportunities, and the growth logic of brands partnering with e-commerce platforms in the original apparel segment, providing directional guidance for factory operations.

1. Defined production and design demand: Growing brands in the new Chinese-style segment have two stable categories of demand. The first is processing demand for heritage craft fabrics: for example, gambiered Guangdong silk requires the traditional Shunde production process of "three steamings, nine boilings, and eighteen rounds of sun drying," with a fabric reserve cycle of 2–3 years, and leading brands stockpile tens of millions of RMB worth of such fabric in advance. The second is production demand for daily-wear new Chinese-style ready-to-wear, which requires integrating Chinese elements into modern silhouettes, with mature brands placing monthly production orders in the tens of thousands of units.

2. Business partnership opportunities: A large cohort of sellers that previously sourced inventory from wholesale markets are gradually transitioning to original brand operations, launching up to 100 new SKUs per month. This creates steady demand for design collaboration and flexible supply chain production, with high requirements for factories’ quality control and rapid response capabilities.

3. Development insights: Factories can proactively partner with growing original brands on Taobao, leveraging the platform’s support policies for original domestic brands to grow alongside brand partners and secure long-term, stable order volumes.

This article outlines the latest development trends in the e-commerce apparel industry, core operational pain points for original brands, and actionable solution directions, helping service providers identify business opportunities.

1. Industry development trends: Competition in the apparel segment is shifting from white-label hit-product traffic competition to value-based competition among original brands. Guofeng original brands that leverage Eastern cultural heritage and intangible cultural heritage crafts are core growth drivers, while runway-grade livestreams and see-now-buy-now models are emerging as new marketing scenarios that deliver integrated brand visibility and sales performance.

2. Core client pain points: Small and mid-sized original brands commonly face three categories of pain points: first, a lack of top-tier fashion resource endorsements to build brand awareness quickly; second, inability to directly convert traditional fashion week runway visibility into sales, making it hard to measure marketing ROI; third, during the transition to original design, they face gaps including wholesale-sourced inventory that does not match design requirements, and lack of support for team building and supply chain integration.

3. Service entry points: Service providers can develop offerings around runway-grade livestream production, fashion week resource matchmaking, and runway livestream conversion operations, helping niche original brands close the full loop from brand visibility to sales.

This article discloses the latest operational initiatives, brand selection logic, and core merchant demands of Taobao’s apparel division, offering reference value for platform operations and management.

1. Validated mature operational playbooks: Taobao’s "Super Fashion Launch" exclusive livestream IP uses cinema-grade production standards to build livestream sets, integrates top-tier fashion resources including China Fashion Week, and syncs runway shows with livestreams to enable see-now-buy-now purchasing. Since the launch of its regular operations, the IP has hosted hundreds of events, repeatedly driving single-brand, single-session sales exceeding RMB 100 million.

2. Merchant selection and recruitment logic: The platform does not select original brands for support solely based on GMV, instead evaluating three core dimensions: whether user repurchase rates meet benchmarks, whether the brand’s style niche has sufficient growth potential, and whether the brand’s philosophy and design direction deliver positive value. It prioritizes supporting niche original brands that represent Eastern design and domestic brand characteristics.

3. Core merchant demands: Original brands prioritize platform ecosystems that support long-term growth. Compared to traffic-driven platforms focused on hit product sales, a user base with high purchase intent, diverse aesthetic preferences, and high repurchase rates, combined with brand endorsement resources and directly convertible marketing scenarios, holds stronger appeal for original brand operators.

This article documents the latest development trends, innovative business models, and new brand growth pathways in China’s domestic e-commerce apparel industry, offering strong reference value for industry research.

1. New industry trends: Top-tier fashion IPs such as China Fashion Week are deepening official partnerships with e-commerce platforms, restructuring the traditional fashion industry value chain. The legacy model of "runway launch – delayed retail release" is shifting to an integrated brand-performance model of "synced runway livestream – see-now-buy-now". Eastern aesthetic brands focused on new Chinese-style design and intangible cultural heritage crafts have become a core growth pole in the apparel segment, and more domestic and international fashion weeks are expected to launch deep partnerships with e-commerce platforms going forward.

2. New brand growth pathways: Diverging from the traditional path of "contract manufacturing for major brands – launching independent brands", today’s entrepreneurs can achieve brand scaling via the trajectory of "opening a Taobao store to sell products – building a user base to pivot to original design – leveraging platform resources to showcase at top-tier fashion weeks", which significantly lowers barriers to entry for original brands.

3. Platform differentiation: Distinct e-commerce platforms have clearly differentiated user mindsets: content platforms operating on a hit-product logic are better suited for white-label high-volume sales, while platforms with user bases characterized by high purchase intent, diverse aesthetic preferences, and high repurchase rates are better aligned with the long-term growth needs of original brands.