New Retail Should Be Born In The Red Net And Become A New Breakthrough In The Clothing Industry.

At 1:00 a.m. on July 31st, coke could not be daydayup in Taobao live studio just finished a five hours of clothing special live broadcast.

She took a quick look at the background data: 5 hours of live record, 140 thousand people watched, sales reached 4000, and sales were frozen at 1 million.

"It's still ideal."

She was a little happy.

This special clothing live by coke is a new fashion clothing brand called Hangzhou women's clothing, called Xuan Yan.

In the special field of cola,

Local brand clothing accounts for 1/4.

Over the past few years, in the era of "Internet plus", clothing has entered the studio, playing "clothing + live broadcast", and many garment enterprises in Hangzhou are eager for such a "new retail" mode.

A live broadcast of four or five hours is equivalent to a month's sales of stores.

Coke, surnamed Chen, is 33 years old, 1.7 meter of the body and weighs only more than 80 Jin. It's a Taobao anchor.

Compared with her real name, she prefers to be called "coke".

Coke has been before Hangzhou.

Go for it.

In 2016, a Taobao live broadcast called "cola not daydayup" was registered, which was broadcast live in all parts of Beijing.

"At that time, what live broadcast is done, fans are few, the viscosity is not high, and the work is not good."

Coke remembered that there were only 30 thousand fans at that time. When she was giving up, Miu Zhongrong appeared.

A year ago, the "red circle" company signed her.

She was so excited about the first special live broadcast after signing the contract. "5 hours of live broadcast, at least 60 clothes should be changed. At the beginning, I didn't drink much water, and my voice was dumb and my throat was inflamed."

Now, every time she goes to live, a cup of fat sea is a necessary "moistening voice" artifact, standing for five or six hours, for her, too ordinary.

"One or two hours of election and makeup, five or six hours of live broadcast, and 1 hours of summing up. I have almost eight or nine hours of work a day."

Cola is now the most promising IP of the "red circle". It has broadcast over 200 brands in one year.

Cosmetics, food and so on.

"Through background data analysis, cola fans crowd, age 25-35 years old, most of the jobs are white-collar workers.

When we choose live broadcast, we will match it according to this.

Miu Zhongrong, director of operation of Beijing Network Technology Co., Ltd.

For the live broadcast of dazzle research, the sales volume of one million yuan, Miu Zhongrong said, "general."

Since last year, after the packaging of coke, over the past year, the number of her fans has risen from twenty thousand or thirty thousand to three hundred and fifty thousand.

At present, coke's best result is 2 million 400 thousand yuan, ranking seventeenth in Taobao live broadcast.

"Like Taobao's live line network red, such as Wei Ya, fans and more traffic, there may be tens of millions of yuan sales."

Miu Zhongrong said.

"The goal at the end of this year is to hope that coke can squeeze into the top ten of the net red live room, with fans reaching millions, and a single live broadcast (4-5 hours) sales of nearly ten million yuan."

Miu Zhongrong said.

1 million, this figure is not the best result for Miu Zhongrong, but for the best.

Brand is indeed a small sales volume.

"We do a live broadcast, four or five hours, may be an independent designer brand store sales for a month."

Miu Zhongrong said.

Local clothing companies touted "net red". Since last year, Hangzhou's clothing has entered the studio.

Since last year, local clothing companies in Hangzhou have been vigorously pursuing "net red", such as Eve, Ya Ying, Mofan, Yu Xiangfei, padna, koroff, Bai Ge Li, JAC, Double Feac, Yi Tiancheng and so on.

Miu Zhongrong said, like some big clothing brands, such as Eve Li, began to try live broadcast last year, and broadcast two times a month. According to the demand, they may go to the exhibition hall of the enterprise headquarters, also have to go to the next store, or choose their own style to bring back to the studio.

The canadian designer brand JAC, located in the town of Yi Shang, has just tried the live broadcast of the water network. Lining, deputy general manager of JAC, said that from the beginning of 4 and May this year, he tried to broadcast the live webcast.

"Originally expected to sell dozens of pieces a day, sales tens of thousands of pieces almost."

But the result is unexpected, "a day's sales, sold for hundreds of thousands."

In April this year, the East China headquarters of the butterfly news network was settled in the art town. In recent days, the new office space is being renovated. The total area is 1800 square meters. In the core sector, a new field has been opened up: two net red live rooms.

Tien Ho, Secretary of the board of directors of the butterfly network, has been stationed in Hangzhou for several months for decoration purposes. "Hangzhou has a lot of net red, and the market is also very large. We have added two live rooms in the exhibition hall design, which can accommodate 6 net red and live broadcast at the same time."

Tian and soldiers said that the headquarters of East China had not been opened yet. Clothing companies already knew that there was a live room in the exhibition hall, and there were many early reservations.

Why is the fire in the net red live room? Tian and soldier have set up a set of data, an original design.

A three day live broadcast was launched, with sales of 550 thousand, second days, reaching 670 thousand sales and 1 million 200 thousand sales on the third day.

The sales volume of these three days is the sales volume of the next store in this brand line.

Indeed, the net red host with its own traffic is a large IP walking. It refreshes sales records in the net red circle.

Take Taobao's live red giant, Wei Ya, who once helped a 0 fans shop to set a 70 million yuan turnover in a 5 hour live broadcast, refreshing the live sales record.

The trend of new season clothing is predicted to be shortened from half a year to 15 days.

Around 2000,

It is thriving.

At that time, Hangzhou's Joe was a gathering place for garment factories.

A lot of Sijiqing's self-made owners have factories for garment processing, and entrepreneurs start from several sewing machines, design, tailor and make their own, and embark on the road of entrepreneurship.

Since then, a "husband and wife shop" style women's wear has gradually upgraded to a monopoly chain store.

Many brands are springing up like mushrooms.

In the prediction of the next season's fashion trend, the traditional clothing industry is "preparing for winter wear in summer and preparing for summer wear in winter". Production time will be six months ahead of schedule.

However, net red is coming, but it shortens the response time of the supply chain.

"From the election to the direct sale, and then to the supply."

The production cycle is shrinking. "

Tian said that the red garment supply chain can shorten the production cycle to 15-20 days.

Why can net red be used in clothing?

Fast rising? Tian and soldiers say that net red is the nearest location to consumers, and their style and location are based on the fashion of each season. They can discover new trends and become fashion makers through their own sensitivity.

In addition to its own traffic, it is still a new sales channel.

"It uses live broadcast mode to realize the combination of real-time and product updates to serve the fans. Compared to store consumption, customers are no longer limited to the local market, and the stickiness is even greater.

At the same time, the anchor as a bridge between products and fans, and remove most of the intermediate channel links and advertising costs, profit margins are also large.

However, surprise sales are also accompanied by market shocks.

"Net red electric business, 80% of the goods sold are spot, and 20% is the pre-sale, usually within 48 hours of delivery.

For garment enterprises, if you want to do online promotion, there must be a certain amount of spot. "

In the industry, some people call this "quick return", which means quick return, which tests the production capacity of an enterprise.

If the supply capability can not keep up, it may be very difficult to finish a live broadcast.

In addition, the new speed of net red can not be enough for traditional enterprises.

The first quarter of the enterprise has been sold out, if the enterprise does not have the ability of super development and design, it can not keep up with the speed.