After an initial postponement due to a COVID-19 resurgence, the Shanghai Fashion Week this year was held online from Friday to Sunday via Douyin, the Chinese version of TikTok, coinciding with the ‘618’ shopping spree. During the six-hour daily livestream of the fashion event, different types of catwalks, such as scenes in cement workshops and classic theater, were revealed, while films and other forms of multimedia were used to tell consumers stories behind fashion, according to the organizer.
Bailian Group initiated a series of shopping events last week. More than 220 merchandising activities are to take place over the next three months, with 1.8bn yuan vouchers. More than 2,200 retail stores of Bailian will take part in the integrated marketing campaign, through both online and offline operations, to meet the market demand. The company hopes to improve people's shopping convenience also through group purchase which was launched during the pandemic.