Changshu Landlady Huang Xiaomin: Loss Twenty Million, Taobao Broadcast Let Her 6 Months Counter Attack

Taobao has been broadcasting live for three years, from sprouting to windy to today's gale, is there any chance to achieve counter attack in this field?

Huang Xiaomin, the boss, with twenty-seventh years experience in the ten years' experience in the clothing industry and the accumulation of the supply chain, has been pformed into a total of twenty-seventh live broadcaster lists. The only one of the TOP50's fans is no more than 100 thousand fans.

Who is Huang Xiaomin?

On the eve of Taobao's live broadcast of the 330 live broadcast, the head anchors and the vertical category anchor competed against each other in seven warm-up activities.

In the last two hours of the March 21st live broadcast, a less familiar name came to the top third (only after Li Jiaqi and Victoria).

Even Zhao Yuanyuan, the head of Taobao's live broadcast, sighed with micro-blog. "Huang Xiaomin, is not the landlady of Changshu?"

At that time, Huang Xiaomin was admitted to Taobao for less than 6 months, and entered top3 in a category she did not frequently broadcast. This is very rare in Taobao's three years of live broadcast.

In the end, Huang Xiaomin won the fourth place in the list of import anchor.

More than this time, in 2018, with only more than 10000 fans, Huang Xiaomin's double 11 sales realized 8 million 560 thousand, followed by double 12 sales 7 million 210 thousand;

When fans were 30 thousand, the single link food was filmed for 5 minutes, and the number of sales was 1900.

In the second phase of 2019, the landlady arrived, sales 190.25W, second track.

(Note: the boss is driving to Taobao's live help stall / company owner's own online activity.

These data are hard to believe, so that officials have four times decided to "false trade" and shop, once again unsealed after verification.

Many people in the live circle are curious and ask, "who is Huang Xiaomin?"

Huang Xiaomin, the first live broadcaster in November 7, 2018, was placed in the twenty-seventh place of the list in the six months of the year. It is the only anchor in the list of TOP 50, who has no more than 100 thousand fans.

Post 80s anchor, late entry, not vertical, low fans, strong fans purchasing power......

These are the characteristics of Huang Xiaomin's live broadcast studio.

And the Changshu landlady, who has more than 10 years of store experience, has just faced the first low level of her life on the eve of Taobao's live broadcast.

The real estate business failed and the self made online women's wear brand lost nearly 10 million.

This challenge to Taobao's live broadcast may be Huang Xiaomin's attempt to go back to war.

This is a battle against water, but unexpectedly gains the third peak of entrepreneurship.

10 years Taobao gold shop owner, self created brand failure

Huang Xiaomin, who was born in Nantong, Jiangsu, has always been hoping to have his own career because of his family's influence on business.

After graduating from university in 2008, he borrowed a sum of money to go to Nanjing to start his own business in Taobao, and opened a "cat forest" shop.

French professional, she knows nothing about electricity providers, from the election, wholesale, photography, shelves, operations are learning from 0.

But the French aesthetic that was cultivated in French learning, plus the time when it entered the electricity supplier, began in October 2008, and the store of "cat forest" took place on the right track in four months, with a turnover of about 200000.

In running the store, Huang Xiaomin found that many online stores sell their products at the same wholesale price as they do.

Since then, in order to find a good source of goods, Huang Xiaomin has been tossing around everywhere, from Nanjing to Shanghai, from Shanghai to her hometown Jiangsu, and finally found out the foreign trade women's clothing market of Changshu No. 4 bridge, where she found the source of first-hand goods.

In 2010, Huang Xiaomin moved the store to Changshu, Jiangsu.

In the words of Huang Xiaomin, it is "cleaning the baby from the garbage dump".

It was this pformation that made Huang Xiaomin's "cat forest" grow continuously. In five years, the number of shop personnel expanded from 5 to more than 50.

"Cat forest" has about 200000 orders per month at most.

In 2015, the annual turnover of cat forest reached about 50000000, with about 600000 fans.

But at the peak of the store, Huang Xiaomin made an unexpected choice: "turn off the shop and create your own brand".

On the one hand, because of the instability of foreign trade sources, on the other hand, we hope to make an independent brand by virtue of our own advantages.

Once again, from scratch, learning fabric, design, playing board, production, more than a year on-line self brand Dokky, synchronous opened a physical store in Shanghai, but this time Huang Xiaomin failed, Dokky turnover in a year is only about 4000000, less than 1/10 of the cat forest.

Because of its brand spirit and the pursuit of excellence in product quality and service philosophy, Dokky has accumulated a large number of loyal fans. But the operation of physical shops is much different from online shops, and many styles are not ready to go on the shelves. It has already lost nearly ten million in one and a half years.

At the end of 2018, when the shop was hard to sustain, Huang Xiaomin, as the shop owner, had to decide once again to "turn off the shop and start the live broadcast".

Fortunately, this time, it happened that the group of "landlady" came to the peak of Taobao's live broadcast.

From the boss behind the scenes to the man in front of the camera.

In November 2018, Huang Xiaomin started his first live broadcast.

This live broadcast is not only an attempt for Huang Xiaomin, but also a pioneering attempt to go back to war.

With more than 10 years of experience in the clothing industry and control over products, coupled with Dokky's accumulated fans.

In live broadcast, Huang Xiaomin created 12 thousand fans and about 8000000 miracle in double 11.

Huang Xiaomin broadcast live a day equivalent to Dokky a year's turnover.

Live broadcasting has brought about the explosive selling mode, and at the same time, it has reduced the losses of self created brands.

At first glance, Huang Xiaomin's first live broadcast, sweet voice and a slightly embarrassing way of commentary, made the studio a embarrassing situation.

Now Huang Xiaomin has turned into a dry smoky voice, which has shrivelled away the embarrassment before.

In the live room, the whole process is easy to handle, commentary, upload and kill.

It starts at seven every night, and sometimes it can explain hundreds of products in 3-4 hours.

Because of 10 years of experience in the clothing industry, the perfect supply chain system (boys and girls wear, beauty makeup resources, brand resources), coupled with the mature and meticulous team operation, has made a great cause for the rapid outbreak of Huang Xiaomin's live broadcast.

The first live broadcast of many big brands was broadcast by Huang Xiaomin, such as US polo, Minette, Saturday women's shoes, big mouth monkeys, Barbara children's clothes...

Because her demand for businessmen is more thorough, it can go directly to the pain points of businesses, persuade brands to broadcast live, and the brand is willing to give Huang Xiaomin greater discount for such a sale attempt.

The failure of self created brand failed to make Huang Xiaomin more rigorous in controlling goods.

Because it was not vertical at the beginning, Huang Xiaomin's live broadcast room only increased more than 80 thousand fans in 6 months, and the more than 80 thousand fans helped Huang Xiaomin to rush to the list again and again with super purchasing power.

Such a super conversion rate, once let Huang Xiaomin have been questioned by the government, the four time was judged to be a "false paction" and closed shop, but after the second two manual verification of every order, confirmed that after the real paction again and again the shop.

This once made Huang Xiaomin a celebrity in Taobao.

After becoming a Huang Xiaomin, apart from dealing with daily business matters, he will spend more time on maintenance of fans and fans.

Huang Xiaomin's daily rest time is from 7 a.m. every morning, meeting, selection, live inspection.

Almost 3 o'clock in the morning to sleep, Huang Xiaomin's studio live at the beginning of a week to broadcast seven days, can be regarded as the wife of the wife of desperately.

In order to give fans a better experience, Huang Xiaomin began to build an immersive live room, from women's wear, men's wear, children's wear, cosmetics, food, home and other aspects, in the same studio to create different life scenes, from the beginning of the fans made a comprehensive selection officer, this is also the reason why the boss's live broadcast is not too vertical.

Although hard, but for Huang Xiaomin, it is still worth it.

After the live broadcast, it not only saved the original shop, but also ushered in the outbreak of life again. In the future, Huang Xiaomin also hoped that through the direct seeding into the right track, the brand Dokky would be rebuilt.

Back to the original question, the air gap of Taobao's live broadcast has been so great. What opportunities are there?

To find their own advantages, when to enter is the best entry point.

Next, let's take a look at the 62 phase of the list of live shows and short videos. What are the new faces of Huang Xiaomin?

Let's take a look at the 62 phase of the list of Scout lists, the short list of Taobao's short list, and what kind of new faces Huang Xiaomin has.