Net Red Wei A Day With Goods Over 3 Hundred Million! Traditional Clothing Enterprises Can Not Afford To Eat.

Over 3 hundred million per day! Taobao female anchor and her double 11.

At two o'clock in the morning on November 12th, after completing the two hour "lucky carp" raffle, the voice hoarse, Wei Ya, waved with fans to end the 13 hour live broadcast, and ushered in the more than 20 day of consecutive live broadcast, the first rest day.

In the past 24 hours the day before, Wei Ya has once again set her own record.

In the two hours after the zero hour November 11th, the sales volume of her live broadcast reached 267 million yuan, plus 1 p.m. to the early morning, and the total daily live broadcast sales exceeded 300 million yuan. The number of viewers per broadcast live up to 2 million 300 thousand.

As long as they are recommended by themselves, fans can directly place orders without looking at the details page, which is the most competitive competitive power of Wei Ya.

I want to have a simple interview with her.

Energy has been greatly overdrawn by MIA, chewing two dragon horn powder continuously, but the spirit is not bad.

During the chat, her voice speed and voice still maintained the state of hyperactivity on the live broadcast. This habit seemed to have been integrated into the body. "My husband often said that I had so much to broadcast."

One live broadcast "one night earn one suite".

Before last year's double 11, the world's Internet merchants first paid attention to Wei Ya, who reported that she helped a zero fan shop to cut 70 million sales in a live broadcast, and she was tagging the "overnight earning one suite" label.

After becoming popular, Wei Ya seems to be the "spokesperson" of Taobao's live broadcast, seeking her business explosion.

With the launch of double 11 live direct investment this year, one thousand or two thousand businesses signed up. Finally, she chose more than 300 brands to cooperate.

"When choosing goods, the number of competing products, the price performance of goods, the exclusive benefits of live broadcasting need to be considered, but the important criterion is that I want to buy it myself."

While she did not think she was red, she still worked according to her usual standards.

For more than 20 consecutive days, only 4 hours of overtime work every day, she felt even more relaxed than last year's double 11. "The team is expanding and becoming professional. They can help me share some work behind the scenes."

After the live broadcast, more than a dozen people were assisting her in the live broadcast.

Double 11 data cut off, and Wei Ya's busyness just started.

Late at night, the streets of Pudong, Shanghai, the road of Wei Ya.

She plans to rush to the hotel, ready to start broadcasting at zero o'clock.

The potential of fans is far beyond imagination.

When the clock crossed the zero point, Wei Ya could not appear in the live broadcast as scheduled. The live assistant could only stabilize the fans' emotions by drawing raffle tickets continuously, while Wei Ya dropped to the fourth place on the top of Taobao's live anchor.

Half an hour before the clock went back, Wei had just finished the official live broadcast at the Tmall double 11 party at the Shanghai Expo Center, and met with fans.

Unexpectedly, due to the holding of the party, the road closure caused 5 minutes' drive to the hotel, which turned into half an hour of hiking and trotting.

As soon as she arrived at the hotel, it was too late to catch up with her. She immediately talked to fans. Her ranking rose rapidly to the first place in the list, leaving the anchor behind her. Fans' purchasing potential was far beyond imagination.

The live broadcast of e-commerce is an interactive way of trading, which enables consumers to understand product attributes and uses more directly and effectively, and can quickly answer or even solve consumer queries and needs, and is accepted and loved by more and more consumers.

Wei Ya is also there.

The fast lane of development is growing fast.

"If you do well in the content of the broadcast, more and more people will see that the industry will get up."

Victoria feels that the anchor and live broadcasting industry complement each other. "No one is a big anchor at the beginning, and every stage will have its own pressure."

The biggest pressure on this stage is not ranking and competition, but from fans.

The greater the trust, the greater the responsibility.

Wei said that many fans listened to the introduction of direct links during the live broadcast, which means they must be more professional and rigorous, and ensure that the services they enjoy are better.

At this meeting, Wei Ya put an entry threshold for businesses who want to live on their own live rooms. "No reason to return, you can't set the time for 7 days."

In the face of some "harsh" conditions, demand businesses are still far larger than the businesses they can serve.

Since last year, Wei Ya has been testing water, trying to sign some network anchors and share products.

And business resources.

3 hours sales 70 million

Over the past few years, in the era of "Internet plus", clothing has entered the studio, playing "clothing + live broadcast", and a number of garment enterprises in Hangzhou like this.

"The mode is eager.

Hangzhou local clothing enterprises vigorously pursue "net red live".

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."

Why did the fire in the net live? Why did the fire start? Tian and soldiers set up a set of data. An original design brand clothing opened a special live broadcast for three days.

On the first day, sales were 550 thousand.

On the second day, sales reached 670 thousand.

Sales reached 1 million 200 thousand in third days.

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.

Forecast the fashion trend of new season clothing

Shortened from six months to 15 days.

Before and after 2000, the garment industry was 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 family shop style.

Pavement is gradually upgrading to monopoly chain stores.

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 selection of money, to live sales, and then to supply, the production cycle of this garment is shrinking."

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

Why can net red rise rapidly in the garment industry?

Tian Hong said 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 makes traditional enterprises unable to get rid of it. "Net red live" may sell all the styles of traditional clothing enterprises in the first quarter, and if enterprises do not have super development and design ability, they will not keep pace with the speed.

(author: Xiao GE)