Under The Direct Broadcast Ecosystem, How Does The Clothing Enterprise C Debut?

In the recent decline of show live broadcast, Taobao's live broadcasting has ushered in huge traffic growth. According to publicly released data, the number of anchors who joined Taobao live in 2018 increased by 180% compared with the previous year, with over 100 million monthly anchor anchors. More than 60 thousand live coverage a day, more than 150 thousand hours a day, undoubtedly, the direct seeding industry is booming. At present, the live broadcast plate appears in the important position of the first screen, and it can also see that Taobao attaches importance to the live broadcast.

CNNIC data statistics also show that as of the end of December 2018, the number of live webcast users reached 397 million, and the utilization rate of Internet users was 47.9%. The online live streaming market in China has reached 37 billion 650 million in the whole year, up 32.76% over the same period last year. Live + industry is the mainstream trend.

However, behind the vigorous development, the disadvantages of live broadcasting are also gradually emerging: the high return rate has become a heavy burden on factories. Pursuing the ultimate cost performance, losing money and making money is also an unspeakable pain for businesses.

In view of these problems, in the evening of August 1st, the live broadcast of e-commerce and clothing supply chain were held in Haining's Xu Cun hang clothing industry park. This exchange salon is sponsored by Haining Hangzhou Pai Clothing Industrial Park, Ali new retail research center, Taobao live broadcast clothing industry, Nasi broadcast agency, Shenzhou broadcast base, Yingshang network technology, morning poly broadcast base, China fashion elite alliance, decent supply chain and other guests, and many garment manufacturers in the park.

This exchange salon aims to deepen the communication and communication between the retailers, channel providers, alliance chambers, direct seeding organizations, and supply chain, and share the experience and resources of the outstanding people. At the same time, we will consider how to promote the development of the garment industry and how to solve the problems encountered in the live broadcast industry.

At the meeting, the guests on the background of the vigorous development of the live industry chain, how to reverse the theme of supply chain compliance, "whether the new retail will be the main channel?" "live high return rate?" "live broadcast is only selling goods?" and so on, the eight issues were discussed vigorously.

1688 Li Deqing, director of Commerce in the smart market, said that there are a series of problems such as "factories are not rational enough, live in the air without considering their supply chain capabilities" and "think the anchor is making money, blindly investing". He suggested that we should find a good breakthrough in the form of live broadcast, so as to improve the status quo. For example, let agencies drive the anchorperson or let professional training organizations drive businesses to do the live broadcast. Whether the anchor, organization or business should find their own advantages and then link up to drive the development of the industry, we should make the whole industry return to reason. In the way of direct seeding, we should also pay attention to quality, pay attention to cost performance, not just pay dividends.

Taobao TOP10 live broadcaster Hangzhou Tianji Network Technology Co., Ltd. CEO Zhang Tianxiang suggested that direct seeding is not the mainstream retail channel at present, but the future development prospect is very good. This requires the cooperation and linkage between the three factories, anchors and agencies, and explores the solution to the problems exposed in the live broadcast so as to jointly promote the healthy and orderly development of the live broadcasting industry. Otherwise, the influence on the anchors will not be controlled. The factories can not connect the anchor, and the supply chain can not keep up with the rhythm of the selling of the hosts. All these problems will lead to the stagnation of the whole industry. For the problem of high return rate, Zhang Tianxiang believes that there will be a return rate in any way. On the one hand, the return rate can be reduced by enhancing the professionalism of the anchor. On the other hand, the supplier needs to actively consider other channels besides the direct seeding to digest the goods. As long as the return rate is within the controllable range, the return rate brought by live broadcast will not affect the survival of the merchants.

"As for the way of selling, live broadcasting is now in the bonus period, which is beyond doubt. And now the fragmentation era, the development of live and short video has had an impact on the traditional form of selling. For users, entertainment and interaction are the best way to seize their time. Live broadcast is to sell goods while entertainment is interacting. Xinjiang, a senior expert in new retail technology group and Xinjiang Retail Research Center, is also optimistic about the development prospects of the live broadcast. But whether it will be the main retail channel in the future, Xi Jiang believes that it remains to be seen. "Because China's market ecosystem is actually very complicated and changing. In China, all kinds of models can survive. We can see that shoppingmall has developed better, but department stores, street stores and so on are still there. If we want to become mainstream, we must solve the supply chain problem.

In addition, Bai Guangjie, director of the Taobao live broadcast apparel industry, including Lao ya, founder of sun ya, excellent living broadcast platform, Hangzhou hot spot live base partner Bai Guangjie, Yingshang Internet technology founder and chairman of the board of directors, and Nash broadcast agency, also expressed their views. The whole salon lasted for three hours, and the scene of dry goods kept on. The collision between viewpoints and viewpoints also presented a warm atmosphere on the salon scene.

As the organizer of this salon, Hong Wei, vice chairman of Zhejiang Hangzhou apparel industry park and chairman of Hong Ding commercial chairman, said at the dinner table: "as a professional business organization, you need to have the ability to solve problems." Mr. Hong Wei said. There are 100 problems in the live broadcasting industry, so long as we can find 1000 solutions, the industry can continue to flourish. "

This business live broadcast and clothing supply chain exchanges Sharon let agencies, manufacturers and Taobao 1688 as a representative of the platform for the future development of the electricity supplier live platform is full of confidence, but also promoted the manufacturer's understanding of the live broadcast of the electricity supplier, for the current stage of the various problems are analyzed, but also for various factories, institutions, platform cooperation and resource sharing provides a broad platform.