Behind 450 Thousand Of Taobao'S Mother And Baby Red Sellers

After receiving her live announcement, fan AI's fans will be waiting on the screen of the mobile phone early, and then open the live broadcast of Taobao. A big eye anchor appears on the screen. She looks like Joe Chen, with a loudspeaker in her left hand and a mobile phone in her right hand.

Familiarity with her fans knows what will happen next.

With her rapid countdown "5, 4, 3, 2, 1", in this "ordinary" five seconds, thousands of pieces of goods are instantly second light - which means tens of thousands of dollars in sales.

Who is her mother? She is the most popular red child of Taobao's mother and baby category at present. Only by direct broadcasting, can 4 stores sell 450 thousand yuan in one day, which is rare in this category.

Stepping on the traffic outlet of mother and infant industry, and then borrowing the live form of blessing, "the original parent of"

"Has become one of the biggest beneficiaries of this dividend.

But for her, the road behind it is still very long. The lack of supply chain that completely runs in place, the frequency of R & D that is totally unequal to sales volume, and the division of personnel in the shop under the overload of work intensity all imply a crisis in front of us.

From getting goods to improving self-restraint

As early as July 2014, before the opening of her mother child shop, she was already a shopkeeper of 8 years old shop "tadpole shoes cool". The shop grade was 4 crowns, although the main business was selling shoes, but then she began to test the water slowly.

Look for breakthroughs in business.

In the initial stage, like almost all the shops,

Take the goods, then she took aim at the parent child dress, because at that time, Taobao did not sell many parents well, and the phenomenon of homogenization was serious. There were more opportunities, and it was easy to bring increments. "Especially the parent child dress, the general family would buy three pieces together, including father, mother and Bao Bao." for her, the sale of parent child clothing is easier to accumulate sales than single sale.

Because the choice of money is relatively unique, relatively fashionable, different from the market currency at that time, only through simple shop operation promotion, it quickly reached a certain sales volume. I didn't expect a T-shirt and shorts to sell more than 5000 pieces of parentage, and also accumulated early popularity among fans.

However, in the field of electric business, the phenomenon of follow suit and plagiarism is not uncommon. If a shop fires, the style is easily copied, and then sold at a price lower than the original store.

Taking delivery of goods has never been able to change the phenomenon of homogenization.

Finally, in April 5th of this year, she launched her own 7 styles of pride.

"All of my own version design, exclusive custom", she was very excited, she said her design inspiration is not from looking at other shops, but by looking around to buy around the world, such as Hongkong, through the supplement of popular information and the case study of big cases, her mother began to "improve self-made money".

It's better to speak clearly in live broadcast.

In June of this year, she launched the first live broadcast in Taobao.

At that time, the function of Taobao's live broadcast was not perfect. It's not smooth to share the function of the baby link when it's being broadcast live now. She recalled that she could only shout "5, 4, 3, 2, 1 seconds kill" in the camera, and the user would "grab" in the order of the message.

This tradition has been kept until now, and it seems to be a tacit understanding between her and her fans.

A single live broadcast, hundreds of thousands of sales, in addition to the high face value, what are the secrets?

The first is to help her absorb a lot of "loyalty powder" through a number of discounts, time limits, and spike counts.

At the time of spike kill, she will be happy to sell like a stall seller, with a power amplifier horn, explain the interests of the product one by one, and put forward the disadvantages simultaneously. For fear that you can't see it, hang a brand on your chest, "buy it, buy it, kill it without returning it, or drag it into a small black house". Straightforward and unaffected is the most intuitive evaluation of fans.

In addition, because of the parent-child dress, she will take her son on the spot to test clothes on the spot, and push the details of the clothes to the fans to see clearly.

"A lot of fans saw me for the first time, and I felt that I was different from other lovely girls who were doing live broadcast, with a bad temper and a straight tongue," Zuima told us. Even so, she would clearly express what she said and show it, without beating around the bush. Under this kind of "coercion and coercion", fans once opened her live broadcast and placed the order. "About 200000 fans have been paying the bills all the time," she said.

The live broadcast of her mother is actually not complicated, simple selling, chatting, chatting with her mother (mother to be) to raise children, chat about beauty and chat about life. "At the peak, 90 thousand people watch, average 7~8 million". She has a good memory and can even remember some fans' names.

Shop in the daytime, live in the evening until 2 and 3 o'clock in the morning, and mother will seriously look at the background of hundreds of private messages, one by one reply.

Behind 450 thousand of daily sales

The business of the shops is getting better and better, but Zuima's pressure is increasing.

On the one hand, many fans have been somewhat tired of the spike game, and need to find new stimulating points; on the other hand, making self-restraint because of the lack of foreign aid, the pressure of style development is very great, even though the live broadcast has brought a lot of traffic, "but the goods are gone, the new development rhythm is also not able to keep up, and nothing is sold".

In order to solve these problems, she now reduces the number of spike attempts, and starts to try to find new breakthroughs. Stores also begin to add more categories, hats, sunglasses, socks, shoes and so on, but this still can not meet the further development needs of stores.

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In fact, she has a second child idea and wants to try on girls' wear.

"Girls' wear is not going to waste too much energy in playing the print, so it can be used to make new stores quickly."

In August 30th, the new girl's children's wear shop of her mother's shop had 4 parents' children's clothing, and 450 thousand of her sales exceeded her expectation.

"The style is basically the same as the original shop, just giving the mother's version to her daughter," she said.

Generally speaking, the red guys are generally good at goods, but for supply chain and operation, they are weak.

Her mother admits that in the supply chain, it is still in the running in period, because only a small quantity and large factories are unwilling to do so. Only small factories can be found. The delivery period and quality are relatively passive. Therefore, she has contacted several factories and tested them one by one, eliminating and running the most suitable supply chain factory.

In the past year, in order to concentrate on R & D products, she found a TP company to run a store in Hangzhou, but she did not think there was a few products in the past few months, but she also made a mess of the store. "The main link of the pants was put on the shirt, the details page was also designed to be in a mess", and the input of the shop through train was also a serious loss.

After spending 4 or 50 thousand yuan, she stopped working. She put everything off the shelves and went back to figure out her own business, which slowly made the store business get warmer.

In addition to children's clothing, she also found some new opportunities in live broadcast.

This is the red man effect. Fans will pay for your "whole body", which is exactly the same as stars.