In the world of social media, some creators have turned their lenses toward factories, giving rise to a new content niche: factory exploration videos. These videos offer a behind-the-scenes look at Chinese manufacturing, highlighting the stories and processes that often go unnoticed. Not only do they add a unique perspective to the branding of Chinese products, but they also bring financial benefits to manufacturing enterprises while inspiring a new wave of brand creation.
**A New Video Landscape**
Factory exploration videos allow viewers to observe production environments, understand product manufacturing processes, and hear entrepreneurial stories from company leaders, showcasing the fascinating world of Chinese manufacturing. Unlike the more common trend of ‘retail visits,’ entering the factory exploration space comes with its own set of challenges.
Interviews with creators reveal common traits among those producing factory exploration content. Many have established connections to factories, often stemming from previous careers or networks in areas such as e-commerce or industry associations, which can facilitate access. Many creators reside in manufacturing hubs like Zhongshan in Guangdong or Yiwu in Zhejiang, benefiting from both geographical proximity and ample factory resources for ongoing content creation. Furthermore, due to the immature monetization model for such videos, many creators treat factory explorations as a supplementary means to attract followers and extend their influence, rather than as their primary business.
For instance, in a recent video featuring a smart toilet seat that monitors blood pressure and oxygen levels, creator Feng Fei navigated through production lines while explaining the factory’s processes and capacities. This particular video garnered over 3,000 likes and more than 2,000 comments on his Douyin account.
Feng, who has lived and worked in Zhongshan for years, became the president of the local Livestream E-commerce Association in 2020. “About 70% of our members are manufacturing companies,” Feng shared. “We created the association to help them connect with livestreaming sales channels.” Initially, they visited member companies individually to assess their needs, eventually leading to the idea of filming promotional videos.
“We were surprised by the positive feedback from our initial videos, prompting us to continue and expand our focus beyond just association members,” Feng explained. Before shooting at a factory, he typically makes a visit to understand the operations and meets with the business owners, often playing the role of an inquisitive host to ask questions that interest the average consumer and even evaluate products.
Exploration creators cover a vast range of manufacturing sectors, from consumer goods like home decor and clothing to high-tech industries involving electronics and industrial equipment. Zhao Xueli, who previously worked for an e-commerce platform, focuses her exploration efforts on consumer product manufacturers in Yiwu. “We primarily do two things: produce factory exploration videos for promotional purposes, and offer consulting and new media team-building services to enhance online sales capabilities,” she noted.
**Creating Value for Enterprises**
In the mobile internet era, social media has evolved into a primary avenue for consumers to learn about products. Companies are now exploring innovative ways to present their offerings and expand their market reach. Factory exploration videos, in tune with contemporary reading habits and preferences, enable more people to discover manufacturing enterprises.
For instance, Peng Haibo, who runs a garment processing factory in Yiwu, recently welcomed a creator for a factory exploration. “Short videos have become a significant channel for information dissemination. Users on these platforms are highly engaged, and companies must adapt to this trend by utilizing short videos to promote products and enhance their visibility,” he explained.
Another creator, Li Junjie, produced a factory exploration video for a motorcycle company that performed well, leading the factory to use it as a promotional piece during events and trade shows. “They view this video as a detailed introduction to their production process and key products,” he reported.
The influence of these videos extends to offline transactions. Zhao Xueli recalled visiting a gift packaging factory that saw improved client engagement during a trade show thanks to the familiarity generated from their factory exploration video.
For manufacturing firms, beyond boosting visibility and brand promotion, factory exploration videos can drive actual sales. “After filming at a transparent tape factory, we received numerous inquiries for collaboration through private messages following the video’s release, resulting in several orders,” Feng said.
The potential of factory exploration videos is further illustrated by the demographic makeup of their followers. Creators note that their audiences often include downstream customers of source factories, such as distributors and e-commerce hosts, as well as service providers from the manufacturing sector, such as logistics and consulting firms. When these groups have collaborative needs, factory exploration creators can serve as a bridge, connecting them. Additionally, the audience includes source factories, individual consumers, and enthusiasts interested in the manufacturing industry.
Industry experts indicate that while China is home to many outstanding manufacturing enterprises, their visibility can be limited due to inefficient channels. Some firms remain relegated to being OEMs for international brands, but factory exploration videos help elevate awareness of these excellent companies and their products to a broader audience.
Feng expressed his thoughts on how factory exploration videos can empower product-focused firms to break through in a highly competitive market: “When a brand lacks competitiveness, some companies resort to lowering prices. We aim to highlight the quality of materials and manufacturing processes through these videos, conveying the real value of products to consumers. This aids in brand building while boosting consumer confidence in Chinese manufacturing.”
**A Balanced Perspective on Impact**
Manufacturing is foundational to a nation’s strength, and promoting high-quality development in this sector requires a keen focus on branding. From this perspective, factory exploration videos play a positive role in brand promotion within the manufacturing industry.
However, while these videos have garnered attention on social media, their allure and impact may still be quite limited compared to other consumer-oriented content. Many factory exploration accounts boast follower counts in the tens of thousands, with video views often lacking the virality seen in other genres.
Experts acknowledge that even viral videos eventually experience a decline in popularity. Factory exploration videos serve primarily as a tool for companies to enhance visibility and expand sales channels, and platforms are perpetually evolving. What began with e-commerce platforms has transitioned to livestream commerce, with new channels continually emerging. Hence, it’s crucial for businesses to focus on the underlying constants amid these changes.
Perhaps the most significant role of factory exploration videos is to alter the perceptions of certain manufacturers, encouraging them to embrace new channels and take control of their marketing strategies. “It’s unrealistic to expect a single video to maintain consistent popularity. Instead, factory exploration videos are an opportunity for business leaders to reassess marketing in the internet age and establish their own new media marketing teams,” Feng said.
Some entrepreneurs approach factory exploration videos with a rational mindset. They do not expect these videos to directly translate into numerous orders; rather, they see them as a means of showcasing their enterprises. By highlighting production environments, techniques, and management standards, they aim to enhance their corporate image and strengthen brand equity. Many recognize that in the environment of homogeneous product competition and evolving sales channels, traditional OEM methods and offline marketing strategies are not sustainable. The path toward long-term development lies in embracing change and fortifying one’s brand. Consequently, some companies are forming new media marketing teams to proactively establish their own identities.
Wei Chen, who runs a company manufacturing tri-color lights in Shenzhen, shared his plans. “We’ve set up official accounts on various social media platforms. Our future focus will be on creating high-quality short videos to raise awareness of our company. Unlike fast-moving consumer goods, our products cater to a more specific clientele. Thus, we collaborate with factory exploration creators not for mass appeal, but to enhance our visibility and brand reputation, while also leveraging their influence to drive traffic to our official account. The goal is to continuously boost exposure and expand our impact so that potential clients can find us when they need our products,” Wei concluded.
