The Mysterious Power Of Taobao Is Moving The Traditional Clothing Giants In Guangzhou.

"Watching Guangzhou in spring and summer, watching Hangzhou in autumn and winter" is a popular phrase in Chinese clothing market circles. Among them, Hangzhou Sijiqing and Guangzhou Shahe are the two most popular clothing wholesale markets.

The live broadcast of Taobao became a draught in 2018. A group of spoiler in Sijiqing market of Hangzhou changed the traditional costume giant beast by way of live broadcast. What about Guangzhou? Is the same story going on?

After in-depth visits, the reporters found that in the city far away from the source of Taobao's live broadcast, the penetration of the live broadcast of e-commerce is relatively weak, but some direct seeding agencies are changing the way to pry open a hole. Let's take a look at the key words of this organization.

1, it is Taobao's direct broadcasting Top1 in Guangzhou.

2. In the early stage, the anchors of Italy must be broadcast live in the company, and can not be broadcast at home or broadcast.

3, not only incubating anchor, but also carrying a series of functions such as customer service, delivery, warehouse and so on.

In 4 and 2018, the number of direct seeding transactions reached 500 million.

This seems to be a very different mode of live broadcast from Hangzhou. Why? What is the difference between the live broadcast environment of Guangzhou's e-commerce? What is the support for such a mysterious force in Guangzhou to break through the business live broadcast?

People: the pursuit of the content of the ultimate, but repeatedly hit the wall.

As the first batch of agencies to be sent to live in Taobao, the development of Italy's two years ago is not smooth.

The Wolong photographer, who is the head of the Italy coating agency, was subsequently established as an advertising agency. He accumulated a number of red mannequin model resources. In 2015, he began to enter the new media industry and incubated a group of video media such as "screening" and "style man cooking".

At the beginning of 2016, the live broadcast of Taobao was in the circle of Amoy girls. Wolong had model resources. With its own content team transformation, Taobao broadcast live, and the first batch signed ten models.

There are advantages in modeling live broadcast. The head anchors of the agency have captured nearly a million fans in just three months. But compared to modeling, Taobao has a long live broadcast time, and it takes several pictures to earn more in unit time. Secondly, the price of the products sold by the models is high, which is not consistent with the attributes of the live broadcast. Gradually, the model left, and Italy began to relocate.

The model's path is blocked, and there is a high-quality video content team. Then we will transform the PGC live broadcast column to create breakout in form. In May 2016, Italy once again entered the live broadcast of Taobao, and began a transformation with a purely content team to become an e-commerce provider. This time, it ended in failure. In June 2017, an independent project was set up with the team losing nearly one million and the short video team split up.

At this time, the first batch of organizations on Taobao live has grown up, and the anchors of the head have gradually been well known.

In October 2016, Wolong found Sun Weiwei, a partner in the 8 year operation of the electricity supplier industry, and began to make live matrix.

Repeatedly hit the wall on the live broadcast, let Wolong realize a problem: the live broadcast of the electricity supplier, also has the electricity supplier to have the direct seeding.

Because of the loss of human resources, Italy has set a strong rule: "all anchors must be broadcast live in the organization, and can not be broadcast at home, nor can they go to broadcast." Even the more than 20 anchors selected in the early stage are jointly serving the same store.

The more than 20 anchors broadcast the more than 40 styles of the same store daily. The weight of the anchors ranged from 80 kg to 160 kg, and the height ranged from 158 cm to 170 cm. This has become a relatively rare live broadcast mode in Taobao live broadcast, and most users and businesses on Taobao live have begun to understand the Italy.

It takes three months to incubate a anchor. Italy adopts a strong control mode, one half training for one and a half months before the live broadcast, and another one month of practical operation.

In three months, a new anchor can be quickly trained and a suitable anchor can be selected. But with the expansion of the number of anchors, a large number of supply chain goods need to be supported.

Goods: take the goods directly, change the business people who do not catch cold.

After praying for success, Wolong has locked its eyes on the wholesale clothing market in Guangzhou. Factory supply chain wholesale market base is the role of Taobao in live broadcasting, and wholesale market is a very important part.

As we all know, Guangzhou is a paradise for spring and summer clothing. As an exchange place for international goods, Guangzhou's spring and summer costumes are attracted by wholesalers from all over the world with strong design and high quality.

Shahe, Guangzhou, is the oldest clothing wholesale distributing center in Guangzhou. It is the same as Sijiqing in Hangzhou. As one of the most prosperous areas of clothing trade, we thought we would step on the electricity supplier to develop new kinds of new draught, but this is not the case.

"Hangzhou may have a live broadcast of 300 meters today, but only 30 kilometers in Guangzhou will have a live room," said Wolong. Until 2018, we took out the goods in Shahe and went to the stall live broadcast. The response of merchants was that my stalls were not left behind. Guangzhou merchants are not cold at the new business outlet.

Most of the businessmen in Guangzhou do business in foreign trade. The ups and downs of the domestic offline market have little impact on them. Even if the sales in those days generally reduced a little profit, they could still sell.

In Shahe, a 10 square meter stall, the day's turnover can reach 4.5 million, Taobao's daily turnover of more than ten million, for them, the amount is small, but also to bear the risk of after-sale, instead of increasing workload for the stalls.

In this situation, how does Italy change the views of merchants?

For Italy, goods are the biggest advantage in this region of Guangzhou. If you can't get the best quality goods in Shahe, you won't be able to gain advantage in the rapid development of live broadcast. Therefore, Italy made a decision to purchase goods directly from the merchants and undertake the after-sale and inventory of all goods.

As a result, Italy not only undertook the sale of front-end sales, but also expanded the warehouses, logistics and quality inspection departments. From a wholesale market alone, we have to get 50-60 goods a day. The agency has more than 60 anchors, but there are more than 300 employees in operations, customer service and warehouses.

But this is the way to take the form of goods first, so that merchants can be relieved of their worries. At the same time, under such a mode, the sales volume of Taobao's live products is rising day by day, which further lets Italy get the trust of wholesale market merchants.

In 2019, businesses in Shahe, Guangzhou began to accept Taobao as a sales channel for goods. At present, in Shahe, as long as Italy's anchor live over the live broadcast, merchants are willing to give up a valuable area of their stalls.

"More than two years in the traditional market, we finally realize that there are more than 10 supply chains that come to us every day, and more than 30 more businesses." Sun Weiwei is very happy.

Field: creating a speaking scene

Why did you choose Taobao live broadcast when the major platforms were popular? Wolong felt that the focus of the show was mental consumption, selling a temporary spiritual entertainment, while the live broadcast of e-commerce was linked by products, which was the sale of the personalization of anchors, and even longer.

Since 2016, from the sale of cheap goods to the outbreak of different grades of clothing, from brand discount to traditional market, we have broken the trust crisis in the development of electric business step by step through the mode of live broadcast, and established consumer behavior under the trust of people. Of course, the longer we do, the more professional the anchors are.

Under the development trend of such industries, Wolong now demands on institutions and anchors to create a professional content scenario. The traditional shouting anchor has been gradually unsuitable for the current scene. Users like to choose goods in a more vivid scene. Such a scenario in wholesale market environment is a scenario for fans to speak.

In the past two years, it has been a strong incubator mode for anchors. Let live selling scenes richer.

"Anchors elsewhere may prefer to live in a fixed live broadcast, but for our anchor, we prefer to go in a market." After deep cooperation with the wholesale market, the anchor will have to take more than 30 stalls in the market one day. In the future, Italy will expand the more distinctive live broadcast scene, from the agency to the place of origin, and enrich the content of the live room with products and scenes.

At present, Yitu has deeply cooperated with five distinctive bases with different styles, including the flower and leather products exhibition center of bag and suitcase, Foshan real choice live broadcast base, Shijing Jindong clothing base, and so on.

Even so, "the anchors in the organization hope that they can do well in internal work, so that they can go out more easily." At 12:30 in the evening, the anchors spread out, and Wolong and Sun Weiwei began their day's work. They began to replay the hosts and sort out the problems encountered in the live broadcast.

"These anchors are very few in Guangzhou. Most of them come from other places. Since they choose to grow up from home to Guangzhou, we are willing to accompany them to go better."