The economic recession and changes in purchasing habits of young adults (aged 18–25) has led to a decline in the sales of Japanese fashion apparel. This younger generation’s choice of fashion items is primarily based on price. They are not devoted to a favourite brand with a frequent purchase history. Thus, developing customer loyalty and strengthening brand value are essential for the fashion industry. This study explores the improvement in fashion companies’ financial performance (FP) through young generation’s behavioural brand loyalty (BBL) from two aspects: social media brand engagement (BE) and loyalty programmes (LPs). This study listed 14 popular Japanese fashion brands which belonged to 14 publicly traded companies in Japan. Further, we surveyed 183 consumers about their brand related behaviours. The findings reveal the positive and negative effects of the same variable (BE and LPs) on the outcome (short- and long-term FP), indicating that not all activities related to BE and LPs boost FP. FP is influenced by various combinations of these causal factors and complex situations, such as consumers’ demographics and shopping characteristics. The results deepen our understanding of brand loyalty formation and the linkage among BE, LPs, and FP in a realistic marketplace, and offer multiple practical solutions to achieve high levels of short- and long-term FP by targeting the right consumers based on their specific characteristics.

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2–4 years, and 95.1% of people used it for 2–3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer’ recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the “fashion entertainment” characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

In recent years, with the improvement of Internet infrastructure and the construction of a global logistics network, cross-border e-commerce has entered a stage of rapid development, and the scale of transactions has been expanding, becoming a vital force in the development of my country’ s foreign trade. As a major coastal economic province in my country, Guangdong Province has taken the lead in developing cross-border e-commerce by virtue of policy dividends, location advantages and its own sound foreign trade foundation, and has achieved remarkable achievements. Although the development space of cross-border e-commerce in Guangdong Province is good and the momentum is strong, as an emerging e-commerce model, its development is not smooth sailing, and there are still some hidden worries under the appearance of prosperity. From the perspective of healthy and sustainable development, Guangdong cross-border e-commerce should face up to its lack of independent brands in the international market, imperfect cross-border e-commerce logistics system, insufficient policy guidance strategies, imperfect payment system, and professional cross-border e-commerce talents. This paper will propose corresponding optimization measures based on these problems, in order to improve the development level of cross-border e-commerce in Guangdong Province, and provide certain inspiration for the development of cross-border e-commerce in other provinces in my country.

In recent years, cultural and creative industries have broken the constraints of resource and environmental pressure on sustainable economic development, become a new engine of economic growth and drive a new round of economic growth in advanced countries. The cultural industry with ‘knowledge’, ‘culture’ and ‘creativity’ as its main contents relies on Internet technology. Combined with trade, it shows strong economic potential. From the practice of South Korea, the success of cultural industry export trade has overcome the bottleneck of local resources, achieved sustained high-speed economic growth and greatly improved the country’s comprehensive competitiveness. Theoretically, culture has its rich connotation and extension, and its products and services have the characteristics of high permeability, high added value and high radiation. Therefore, the spillover effect of cultural export trade also has more scale, quality and sustainability. From the perspective of the spillover effect caused by the export trade of Korean cultural industry, this paper focuses on the important content of export products, film and television dramas. Through the analysis of ‘point consumption’ to ‘surface consumption’ brought by the export of popular Korean dramas to China, this paper verifies the generation of spillover effect by driving the export growth of tourism, beauty, food, mobile phone, automobile, food, clothing and other industries. At the same time, it examines some problems existing in Chinese film and television dramas, and provides some reasonable suggestions for the ‘going out’ of Chinese film and television dramas in the future.

Enhancing yield has been a major challenge of agriculture. In rice, tiller number is one of the important biomass and yield components. A maize mutant grassy tillers1 (gt1) increases lateral branches in maize. The GT1 gene encodes a class I homeodomain leucine zipper (HD-Zip) protein. In maize, the gt1 expression is induced by shading and is dependent on the activity of teosinte branched1 (tb1), a major domestication locus controlling tillering and lateral branching. To estimate the biological role and agricultural utility of gt1 in rice, rice homologue (OsGT1) has been isolated and its overexpressors and RNAi lines were generated. Field data showed that OsGT1 overexpressors reduced tillers and panicles while RNAi lines increased them, compared to wild type. Shade signal is an important factor in determining lateral branching. To understand the relationship between OsGT1 and shade avoidance, plants have been grown under 50% shading in the field. Also, double genetic combinations with phytochrome mutants (phyA, B, and C) are being examining for tillering phenotype. These ongoing researches will provide insights in determining the action of OsGT1 on branching and shade avoidance in rice.