by Xinhua writers Yao Yuan and Zhou Rui
SHANGHAI, Nov. 10 (Xinhua) -- One moment, models walk the runway; the next, they step into a livestream studio to show an online audience every detail of the garments -- down to pocket size.
Nearby, a livestream host walks viewers through the clothes and offers styling tips. Interested viewers can place an order immediately.
The scenes unfolded at a Ralph Lauren show in Shanghai last April, livestreamed on platforms including Douyin, a Chinese short-video platform. This Chinese version of the "see now, buy now" format is one of the innovations the U.S.-based fashion brand is presenting to media at the 9th China International Import Expo (CIIE) in Shanghai.
"We've drawn a lot of inspiration from China, where consumers shop seamlessly across online and offline channels," said Shin Hwee Chua, chief executive officer for Asia Pacific, Ralph Lauren, in an interview with Xinhua at the CIIE.
China is among the fastest-growing markets for Ralph Lauren. In the company's second quarter of fiscal 2027, revenue in China rose more than 35 percent year on year.
The company is making its first appearance at the CIIE, widely regarded as the world's largest import-themed expo.
Launched in 2018 as part of China's efforts to expand imports, the CIIE has attracted a record 4,142 overseas exhibitors this year, more than 2,000 of which are exhibiting for the first time, according to the organizers.
While small-business exhibitors are seeking a foothold in the world's second-largest consumer market, many established companies are using the expo to better understand the fast-changing Chinese market.
"Through the CIIE, we hope to listen more closely to the evolving aspirations of Chinese consumers, gain deeper market insights, and explore new opportunities to grow together with China over the long term," Chua said.
She also described the expo as "the best place to see all the competition in one place," adding, "We've come here over the past few years to see what others are doing."
One key insight the company is taking from the Chinese market is the growing importance of social commerce. To respond to Chinese consumers' growing interest in shopping through social media, the company has built three flagship stores on Douyin over the past three years. It has also launched "see now, buy now" shows in China, allowing customers to watch and buy immediately.
With digital remaining an important part of its growth strategy, Ralph Lauren plans to open more physical stores in six key city clusters: Shanghai, Beijing, Shenzhen, Chengdu, Hong Kong and Taipei, according to Chua.
"The social commerce we've developed here is unique to China and is also inspiring the rest of the world," she said. ■
