China's homegrown brands are stepping up efforts to enhance their image and improve the quality of products and services as part of concerted efforts to boost domestic demand and stimulate consumption after the impact of the COVID-19 outbreak.

Nice Group, a leading enterprise in China's cleaning industry, partnered with livestreaming celebrity Li Jiaqi and China Central Television anchor Zhu Guangquan to promote its Chaoneng products under the theme of "trendy Chinese brands". Livestreaming offers live product experiences from influencers and has been effective during the epidemic in attracting younger consumers.

The group, based in Lishui, East China's Zhejiang province, has innovated and launched a new sales model through livestreams since the beginning of this year. At the same time, Nice Group has teamed up with Alibaba's online marketplace, Tmall, to promote products through innovative channels such as social e-commerce, live e-commerce, content marketing and short videos.

According to group officials, the sales volume through innovative channels in the first quarter of this year has exceeded last year's amount.

The "trendy Chinese brands" broadcast, jointly launched by CCTV, Taobao Live and Sina Weibo, aims to promote the high-quality development of Chinese manufacturing.