全球羊毛领导人敦促数字营销升级竞争,理由是中国改用经认证的羊毛和TikTok的潜力。 Global wool leaders urge digital marketing upgrades to compete, citing China’s shift to certified wool and TikTok’s potential.

全球羊毛业面临压力,要求更新其营销,领导人警告过时的方法妨碍竞争力。 The global wool industry is under pressure to update its marketing, with leaders warning outdated methods hinder competitiveness. 在法国里尔的一次会议上,官员们指出,中国越来越赞成南非等国家认证羊毛,而澳大利亚则由于认证薄弱和数字推广有限而落后。 At a conference in Lille, France, officials noted China increasingly favors certified wool from nations like South Africa, while Australia lags due to weaker certification and limited digital outreach. 批评者敦促更多使用社交媒体,特别是TikTok, 帮助年轻消费者, 指出中国有7800万用户的潜力, 澳大利亚则有4600万用户。 Critics urge greater use of social media, especially TikTok, to reach younger consumers, citing a 78 million-user potential in China versus 4–6 million in Australia. 类似伍尔马克(Woolmark)的“Wear Wool Not Strapping”等运动已获得360万次TikTok浏览量, Though some remain skeptical, campaigns like Woolmark’s “Wear Wool Not Waste” have gained 3.6 million TikTok views, signaling growing digital engagement. 工业领导人一致认为,现代的、以产品为重点的、由品牌驱动的战略对于生存至关重要。 Industry leaders agree modern, product-focused, brand-driven strategies are essential for survival.