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in 2008, shuanghecheng changed its face again. at that time, zhao guangjin tied his hair into braids in the company, symbolizing "youth". today, these braids have become the iconic element of shuanghecheng, and also reflect zhao guangjin's determination to innovate and try. as early as 2015, shuanghecheng started e-commerce operations, expanding sales through the internet and introducing specialized talents. however, the real breakthrough point lies in douyin e-commerce.

zhao guangjin uses his personal account "sister braids" to show the mooncake making skills to more people in his own way. with the rise of short videos and live e-commerce, shuanghecheng is keeping up with the trend and entering this field. the personal account "sister braids" on the douyin platform showcases the traditional culture of shuanghecheng and has attracted countless fans.

zhao guangjin said: "our traditional model is outdated, but we must keep pace with the times." he made a bold attempt to create a personal account "sister bian zi" and a flagship store "shuanghecheng good and good" on douyin, opening up a new model of live e-commerce. he used the live broadcast room as a cultural communication platform to tell the story behind the mooncakes, so that more people can understand the traditional culture of shanxi and the charm of the shuanghecheng brand.

with the recommendation technology of douyin e-commerce, the product quickly became popular and sales exceeded expectations. zhao guangjin said: "we sell products through live broadcasts and deliver them directly to consumers." this method breaks the traditional sales model and more effectively conveys the brand story and product value.

in addition, shuanghecheng has also created four live broadcast rooms for store sales, seasonal products and daily sales, equipped with 8 full-time anchors to provide consumers with a richer experience. the sales of the official flagship store have exceeded 260,000 orders, and the sales of one shuanghecheng authentic jin-style egg mooncake exceeded 70,000 orders.

zhao guangjin always adheres to the principle of "safety first" and regards safety as the best reputation of the product. he believes that mooncakes are not just a product, but also represent cultural heritage and national spirit. in the live broadcast room, he always shares the mooncake making process and the culture behind it, interacts with fans, tells stories, and allows more young people to understand traditional culture.

zhao guangjin's efforts have also paid off. as the mid-autumn festival approaches, mooncake consumption continues to be popular due to the advantages of douyin e-commerce's "global interest e-commerce", including shuanghecheng. data shows that in terms of price, mooncakes priced below 200 yuan account for more than 90%; in terms of goods, the richness of mooncake products is also increasing, and the number of active sellers has increased by about 80% year-on-year.

shuanghecheng is bringing mooncake culture into the new era of douyin e-commerce, creating a new sales model, and conveying the cultural charm of the chinese nation with creativity and sincerity.