Hangzhou Sijiqing Came To A Group Of "Spoiler", The Traditional Wholesale Market To Change.

Over the past year, the most influential sub apparel wholesale market in eastern Hangzhou, Sijiqing, has produced a group of "spoiler": the anchor in the live room and the MCN behind them.

From offline wholesale to live direct selling, many sales stalls and bosses sell monthly sales more than five times, and they are stimulating this traditional costume monster.

The sixty-ninth phase of the list is concerned about whether the makers of traditional clothing wholesale market can become leaders.

Four in the morning, the busiest place in Hangzhou.

Have you seen Hangzhou at three in the morning?

"Three o'clock in the morning, we see Hangzhou every day."

Qian Qian, the anchor of Taobao, smiled and said, "the Sijiqing stalls are open at half past four. Every day we have to get up and dress up at three o'clock, and enter the formal work as soon as the stalls open."

Sisi and Xiao Quan have another identity -- the wearing model of Sijiqing wholesale market in Hangzhou.

They work in Sijiqing just the same way. They get up at three o'clock every day, start work at half past four, finish work in the afternoon, and never have nightlife.

Other three may have just gone to bed after 90 am, but for them, it is the beginning of the day.

After the pformation of Taobao live, their biological clock has not changed. It is much more than before, and the income is also growing geometrically.

At first, they did not expect that at four or five in the morning, they could also attract a large number of fans to dress and sell clothes in the studio.

Hangzhou Sijiqing, a common street in Hangzhou City, is densely packed with 26 wholesale clothing markets including Italian fashion city, four seasons constellation, and nine day international. It is one of the most influential clothing wholesale and distribution markets in East China. It has a history of 20 years.

At half past four in the morning, when most people are still asleep, the market in Sijiqing is already brightly lit.

There was loud music in the stalls, and the little boy at the door was holding the microphone to attract customers. The model was constantly changing clothes on the stage.

This is the mode of goods delivery in Sijiqing, Hangzhou, which has lasted for more than 20 years.

Even with Alibaba in the same city, the electricity supplier has not brought too much change and impact to Sijiqing.

For many Sijiqing people, going online means inventory backlog risk, increased after-sales service, pparent price and loss of customers under the line. "Is it more like a chronic poison?"

But in the past year, such a "spoiler" has appeared.

Stall boss sister Xiaomei pformation anchor

In June 2018, Sisi and Xiao Quan broadcast live in Taobao with the combination of "peach and small pose" as Taobao anchor, which attracted 250 thousand fans' attention for 16 days.

Coupled with the support of the boss, the first month reached about 300000 of the daily turnover, and two people's income immediately doubled over 3 times.

Peach is the first batch of stall anchors. Now if you can get up at five in the morning and open the live broadcast of Taobao, you can see that 80% of the live broadcast is stall live.

In the live room of the stalls, there was a loud music like the line, and crowds of people were picking clothes in the clothes heap. The anchors were wearing clothes on the stage.

These anchors, some of them are dress models, some of which are stall owners. In recent two years, they have been pformed by direct seeding.

The anchor Lily is a ten year old cotton and linen clothing stall owner. The daily sales in stalls are only about fifty thousand. After entering Taobao's live broadcast in February 2019, it is open for 6 hours every day.

After 5 months of live broadcast, that flower can now achieve sales of about 100 thousand per day, and direct seeding has become an important distribution area of cotton and hemp.

The boss and the stall models can make more accurate and detailed answers to the style and production process of the clothing, and quickly get the trust of the fans.

For fans, the live broadcast mode of origin also allows them to reach first-hand wholesale sources and find better products.

Like honey peach, Taobao anchors "my little little Ying Ying" is also from a model version.

In 2019, it entered Taobao's live broadcast, reaching about 300000 yuan in 5 months, and won the first prize in the Hangzhou market in the latest Taobao live broadcast.

"Actually, after the live broadcast, it was much harder. When I was in the stalls, I just needed to wear clothes without speaking. Now I sometimes talk for ten hours after doing live broadcast.

But the model is only a short-term job, and the anchor is a career.

For the wearing model of honey peach, the pformation of Taobao anchor has become a new career direction.

In the whole Sijiqing market, the stalls of live broadcasting are synchronized. According to incomplete statistics, there are nearly 100.

A poison in the eyes of the wholesale dealer.

However, the success of the boss's live broadcast and the pformation of her younger sister did not shake many old Sijiqing people's ideas.

The online market is still a chronic poison to them.

There are 26 markets and 2.5 stalls in Sijiqing, Hangzhou.

Comparatively speaking, the stalls of about 100 pformed live broadcasting have to be regarded as "spark".

Nana is a regional manager of the multi brand clothing brand in the Italian market of Sijiqing, Hangzhou, and has entered Sijiqing since the beginning of 07 years.

At that time, the clothing wholesale market was everywhere gold, and China had a trend of Korean wind. Nana's stalls made the two wholesale sale of Korea, and the business was so hot that it failed to operate. The daily turnover of a stall was as high as about 600000.

"Hot online live in recent two years, there is a desire to try, but as a brand dress that has never gone through online channels, it still maintains a wait-and-see attitude."

In Nana's view, although the channels under the last two years have been affected, the sales channel on the line means premature exposure of brand styles, and pressure on inventory, and many loyal old customers will also be lost. Therefore, brand clothing like yourself should still maintain a single line sales mode.

On Taobao's live broadcast, there are currently only three MCN agencies in Sijiqing.

In the morning poly broadcast studio with the largest number of live broadcast, the morning poly was founded in just a year, surpassing many veteran Taobao live agencies, and rushing into the sixth list of the list of live agencies.

However, although more than 30 stalls are already working together, they are still not accepted by most stalls.

In order to break through the psychological defense of some stall landlady, morning gathering or even flexible uses an unusual way of live broadcast.

"Under some lines, the sales stalls are better, and if the landlady is afraid of affecting the offline sales, it will still be broadcast in a covert way," according to Li Yingjie, the head of the morning gathering agency.

The reporters saw that a live broadcast camera was hidden in a very hidden corner of the live broadcast room of the morning poly cooperation.

The landlady seldom explains, and relies on the operation of the black house to operate all the background. The front desk's model still wears the same version as the line, so that the wholesale customers can not find the sales volume.

Can the spoiler become the leader?

After a family's explanation, demonstration, plus more and more successful examples, Li Yingjie was happy to find that many old Sijiqing people's attitudes are softening.

"Even if there is hesitation, as long as there is little difference between the sales and offline markets, most of the stalls are willing to try."

The pformation path of the boss is very fast and succinct.

Jiangsu Changshu clothing market Ke Ke baby and boss Huang Xiaomin, also from the stalls Xiaomei or landlady pformation into the live broadcast.

Huang Xiaomin, a landlord in Changshu, realized about 8000000 of the sales miracle when she was more than 10 thousand fans. It became one of the fastest growing anchors in Taobao in the past six months.

From the people in the stalls to the online, this is a good example for prizing the "people" in the traditional market.

However, the early morning gathering agencies that maintained the more than 30 stalls did not expand again because the talents of the institutions were temporarily unable to keep up.

At present, the morning gathering organization adopts cooperation operation mode to help "self file live broadcast", including incubator anchor, live room decoration, resource docking and so on.

Each live broadcast stalls, morning gathering will be equipped with an operation, every three families with a business executive, such a match can better serve the good stalls.

In the new nine days factory store collection hall in Sijiqing, Hangzhou, the morning gathering organization also launched a new attempt to integrate commercial real estate with live broadcasting.

As the nine day clothing base of high-end clothing distribution center in Hangzhou, with the development of online market, the sales market under the line has begun to fade. The single product mode has been unable to attract customers to buy.

In the future, we hope to combine with the commercial real estate in the future and reorganize the goods for the shops, so as to restore the vitality of such a cold market.

In the past six months, with the in-depth origin of Taobao's live broadcast, the wholesale market of the traditional market has been stimulated, and has begun to move towards the mode of common development under the online + offline.

Huzhou Zhili children's clothing city, Haining Leather City, Hangzhou Sijiqing clothing market, Guangzhou's brand women's clothing market, these familiar wholesale markets are gradually appearing in Taobao's live broadcast. On the 5.28 day, Taobao's live broadcast of the landlady has even penetrated into Tibet's first adorned market, and these traditional markets have begun to enter the line, not only to enable consumers to reach first-hand goods, but also to usher in the two growth of the traditional industry.

This spark has already been burned, and it is necessary for the participants in this field to stand up and wisdom.