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SINGAPORE: Some retailers in Singapore are looking to China for inspiration as they seek new ways to grow amid high rents and stiff competition.<\/p>\n
In March, 32 companies joined a learning trip to Hangzhou organised by the Singapore Retailers Association (SRA).<\/p>\n
During the trip, they learnt about developments in live commerce, artificial intelligence, logistics and customer engagement, drawing lessons from companies such as Alibaba and ByteDance, according to SRA.<\/p>\n
Several businesses have since begun changing how they operate, from restructuring teams around livestreaming to introducing more in-store experiences.<\/p>\n
For local fashion label Young Hungry Free, the trip to China prompted a rethink of its livestream strategy.\u00a0<\/p>\n
It also shifted founder and creative director Winnie Ong’s perspective on what was possible.<\/p>\n
“There was a huge feeling of being limitless,” said Ms Ong.<\/p>\n
She said the trip showed her how Chinese businesses built “an entire ecosystem” around livestreaming, with design, content, marketing and customer engagement working together to support each livestream.<\/p>\n
Soon after returning, the company reorganised its livestream team, introducing clearly defined roles and a structured 10-week training programme for new staff.<\/p>\n
The business now has a lead producer overseeing weekly and monthly planning, alongside presenters who front the livestreams.<\/p>\n
Behind the scenes, programmers analyse customer comments, product demand and sales trends during each stream to make quick decisions.<\/p>\n<\/div>\n
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