At a crucial juncture when the national leather industry is deeply studying and implementing the spirit of the Fourth Plenary Session of the 20th CPC Central Committee and enterprises are fully preparing for "Double Eleven," the China Leather Industry Association organized an online communication meeting on the morning of November 3rd, titled "Genuine Leather Mark Enters Livestreaming Rooms." The meeting focused on addressing the pain points of the livestreaming e-commerce industry and explored ways to empower enterprises' livestreaming sales through the genuine leather mark. Association leaders and staff, as well as representatives and livestreaming influencers from over ten genuine leather mark companies and industry brands, including Kangnai and Red Dragonfly, participated in the exchange.
In his opening remarks, the association leader pointed out that the genuine leather mark, as one of the first national certified trademarks, has played a crucial role in connecting high-quality products with consumers and promoting the development of industry brands for over thirty years. To adapt to changes in market and consumer trends, the association released a new genuine leather mark sign in June of this year, featuring "new connotations, new design, new traceability, new empowerment, and new promotion," marking a milestone in the history of mark development. The association hopes to leverage the launch of the new logo to build a multi-dimensional online and offline promotion network, focusing on promoting the "Genuine Leather Logo Enters Live Streaming Rooms" initiative. It welcomes suggestions from businesses to help the logo effectively empower brands and products in live streaming scenarios.
At the meeting, relevant officials explained the two-way cooperation model for "Genuine Leather Logo Enters Live Streaming Rooms." The core of the new logo redesign is to align with the needs and aesthetics of consumers in the new era, especially younger generations. By providing authoritative endorsement for authorized brands, it aims to enhance the added value of mid-to-high-end products, build consumer trust, and guide consumers to "recognize the logo and buy with confidence." The association identified three key implementation tasks: first, offline advertising in major leather markets nationwide and subway stations in key cities; online production of short videos popularizing knowledge about the genuine leather logo, natural leather, and fur, and distribution on platforms such as Douyin and Xiaohongshu to comprehensively enhance consumer awareness; second, developing live streaming display plans and standardized live streaming scripts to help businesses standardize their promotional image and messaging; and third, clarifying the logo's positioning, encouraging eligible businesses to use it on mid-to-high-end products to enhance brand image from a specific point to a broader scope, and calling on the association and businesses to work together to expand consumer awareness of the logo.
The meeting, chaired by association representatives, featured a detailed introduction by the association's Brand Department and Footwear Committee head. The introduction covered the development history of the genuine leather label, the types and connotations of the new label, its advantages in supporting live-streaming e-commerce, and specific promotion plans. During the exchange session, company representatives unanimously affirmed the significance of the work and offered suggestions on enhancing consumer awareness of the label: They recommended that the association strengthen official content placement and public education on mainstream platforms, produce authoritative interpretive videos to guide correct consumer perspectives; provide standardized display materials and unified scripts for live-streaming sessions to create a unified promotional effort; and promote cooperation with e-commerce platforms to secure more support for products bearing the label.
This communication meeting clarified the ideas and directions for promoting and applying the genuine leather label in the new media era. The China Leather Industry Association will compile the company suggestions and implement promotion plans, working hand in hand with genuine leather label companies to revitalize the label and promote high-quality development of the industry.
