Livestream e-commerce has become a mainstream new consumption platform, but pain points such as severe industry competition, homogenized sales pitches, difficulty in retaining traffic, and high return rates are hindering industry development and weakening enterprises' enthusiasm for livestreaming. To break through these predicaments and empower enterprises' online sales with the newly revamped Genuine Leather Mark, the CLEIA recently launched the "Genuine Leather Mark Enters the Livestreaming Room" campaign in conjunction with various Genuine Leather Mark enterprises, and issued related initiatives to inject new momentum into the high-quality development of livestream e-commerce in the leather industry.
As a pilot certification mark in my country, the Genuine Leather Mark has been implemented for 31 years, providing consumers with reliable guarantees for purchasing high-quality natural top-grain leather and natural fur products, and has also become an important driver for brand incubation and upgrading in the leather industry. The initiative explicitly calls on all Genuine Leather Mark enterprises to leverage this authoritative mark to empower their brands, using its endorsement of product quality and brand to strengthen consumers' awareness of brand reputation and enhance market trust.
In response to the "involution" dilemma in live-streaming e-commerce, the initiative proposes that businesses should focus on the "five new" characteristics of the new Genuine Leather Mark label, combining the advantages of natural leather and fur products, and vigorously promote the consumer concept of "Buy genuine leather goods, choose Genuine Leather Mark." On the one hand, businesses should organize specialized training on Genuine Leather Mark knowledge for live-streaming hosts and influencers; on the other hand, they should plan diversified online and offline promotional activities to create a positive brand communication atmosphere. By displaying the Genuine Leather Mark label, the core connotations of "natural, comfortable, and durable" products can be highlighted, helping businesses escape the price war quagmire and achieve differentiated breakthroughs.
To effectively improve the efficiency of live-streaming sales, the initiative encourages live-streaming rooms to innovate their promotional methods, such as displaying the new label advertisements in the background and standardizing explanations, to increase the promotion of the Genuine Leather Mark. Leveraging this certification mark recognized by national authorities, live-streamers can enrich their professional knowledge and clearly convey the advantages of natural leather products—"natural, ecological, comfortable, fashionable, and durable"—to consumers, thereby boosting consumer confidence and promoting product sales conversion.
A new starting point opens a new journey; Genuine Leather Mark is ushering in new development opportunities. This event will help genuine leather brands reach consumers more deeply, help the leather industry break through bottlenecks in the live-streaming e-commerce arena, and contribute to meeting the people's needs for a better life.
