The New Speed Is Faster Than ZARA, Revealing The Super Supply Chain Behind Taobao'S Live Broadcast.

In the recent Taobao live broadcast ceremony, Wei Ya sold thirty thousand dresses a day, and such a sales miracle has become the daily routine of Taobao's live broadcasting studio.

Inevitably, people will be wondering: where are all these goods coming from?

Can I receive the goods on time?

No matter how busy the live room is, the "goods" are the core issues of Taobao's live broadcast.

"There are basically 40 items for every live broadcast of a anchor, and 800 for each broadcast in 20 months, and 8000 for the ten anchor."

Zhao Yuanyuan, director of Taobao's live broadcast, made such an account at the beginning of the first Taobao women's clothing supply chain meeting earlier this year.

The characteristics of "multi style and small inventory" put forward high requirements for the speed of the supply chain.

In 2018, Taobao broadcast broke out, but at that time, many supply chains did not realize the enormous energy brought by live broadcast, and couldn't catch up with the speed of live broadcast.

Today, Taobao has signed 51 contracted fashion suppliers, covering clothing centers such as Hangzhou, Guangzhou and Changshu. The number of new styles can reach 160 thousand every month, exceeding the fast fashion brands like ZARA.

From the initial sale of goods to the demand for supply chains at the time of live broadcast, the supply chain, originally hidden behind the anchor, is becoming an increasingly important part of Taobao's live broadcast ecosystem.

Where is the goods?

The traditional offline market, which is mainly wholesale business and grasped the source of many production factories, is the first choice of Taobao live supply chain.

For example, there are currently more than 1.7 000 stalls, 100 billion level production capacity of Changshu clothing city.

"Wholesale markets all over the country will come here to buy goods. Basically they are bought in a sack and a sack."

Now, Han Yan, who is responsible for the live broadcast of Changshu clothing city, is clear about the situation here. "Our strength is very strong here, and the factory of the more than 200 workers is regarded as a small factory."

In the future, the 7 major markets in Changshu's clothing city involve women's clothing, men's wear and children's clothing. They will cooperate with each other to open up the market and set the advantages of 35 thousand businesses in the entire clothing city.

"Taobao's live huge fans group can test the factory, thereby lighten the inventory caused by the blind production of factories. At the same time, huge source area advantages will also produce fans' customized products, such as the" special products "of the Changshu industrial belt.

Han Yan said.

In addition to the offline market such as Changshu fashion city, the brand base of many brand products has been aggregated, and it is also a new mode of Taobao's live supply chain.

"Now many brands want to do live broadcast, there are many sources, but if they want to cooperate with the anchor, they need to send samples once again."

The general manager of the White Wall brand live broadcast base said that what they are doing now is to create a place where the brand merchandise can be aggregated. The host and the external anchor can directly sell the goods to the base. "In other words, we are the bridge linking the source of the brand and the anchor."

According to him, at present, there are more than 200 brands of white wall brand live base cooperation, with more than 10 thousand SKU per month, and the number of cooperative brands will increase to 1000 this year.

"Live broadcast is a very efficient shipping channel for brands and distributors."

In their latest launch of the "Taobao live brand interior shopping Association", the sales volume of the 200 brands is over 30 million a day, giving the brand a sense of explosive force.

Go to the stage behind the scenes and hatch 100 owners in 2019.

Group cargo capacity, basic electricity supplier capability and direct broadcast service capability are indicators of comprehensive consideration of a supply chain.

For a supply chain, the ability to incubate and train anchors is the key to growth.

Therefore, the boss who is able to speak and has the factory has become the killer of some supply chains.

In Changshu clothing city, many factory owners began to try their own Taobao live broadcast.

"At that time, it happened that some of the landlady supplied the outside anchor.

Later, I saw that Taobao broadcast had great room for development, so that we could simply broadcast live by ourselves.

Han Yan also did not think that the attempt of these landlady in the clothing city to have no intention of trying to make a difference has achieved unexpected results.

Summer is one of the landlady's anchors.

She has been engaged in garment industry for more than 20 years, with an annual output value of 200 thousand down coats, including her own factory, independent research and development team and solid wholesale stalls.

Last year, when she was relatively idle, she began to play live broadcast and insisted on starting at 6 a.m. for 8 months in a row.

With her superiority in goods, she soon attracted many loyal fans.

Another boss in Changshu, Pingnan, is a senior buyer of clothing. She has 5 stalls in the clothing city.

She has been working with anchor.

Since December last year, she has started to play in person, and has been able to do 150 thousand viewing over 12 days.

Fans in addition to her online accumulation of wholesalers outdoors, there are many new retail users, which she had not contacted before.

To control the factory is the biggest feature of the boss.

"The landlady has her own factory and can directly display the products that just come down from the assembly line to the consumers.

More than ten years of experience, they have deep knowledge of the entire industry and products, and are very professional.

And the price of the live room can be the main clapper, so there will soon be a group of loyal fans.

According to Han Yan, now the boss's live broadcast is around 8000, and because many of them are independent brands, the stickiness of users is very high.

In 2019, her goal was to cultivate 100 bosses, such as sisters and sisters.

Also hope to hatch his boss's anchor, as well as the nine treasures boutique clothing city of Hangzhou.

In 2008, the nine treasure market, which has been developing for more than 10 years, has brought together many famous brands and high-quality merchants.

Since November last year, Taobao has been a live broadcasting base. At present, there are about 50 times a day.

This year, they plan to build the 1 or 2 floors as the base of live broadcast by the boss.

Wen Zhong, Taobao's senior director of content ecology, has mentioned that in 2019, Taobao will further work under the belt of industrial pformation, agricultural products and other industries in the field.

The apparel supply chain is playing a very important role in "factories, markets" and "people, goods and markets".

Up to now, 51 clothing supply chains, including Zhejiang's seven live broadcasting base, Hangzhou happy orange orange live base, Guangzhou Taohua Island live broadcast base, Yingshang base, star pomelo base, and photon entertainment, have been signed live with Taobao.

The supply chain, which had obvious seasonal differences in sales, was also ushered in the busy season of the whole year because of Taobao's live broadcast.