To Create Victoria From The Amoy Girl To The Whole Category Anchor.

"Come, countdown, 54321 fight, kill."
After adjusting the lights and making up the makeup and sitting in the live room, Wei Ya quickly entered the working state, and a series of skilled movements naturally appeared in front of the camera.
At 8 o'clock in the evening of November 14th, after experiencing a double 11 or more 2 billion 700 million guided trading volume, she did not choose to rest but started the next live broadcast.
The tiger came to the scene of Victoria's live room on the night of the smell, located at the nine and headquarters base of Nanhai District, Foshan City, Guangdong province. From 8 in the evening to 12:30 in the morning, 4.5 hours of live broadcast is the start for Wei Ya. In the double 11, from 1 p.m. to 2 a.m., she has just completed more than 10 hours of live broadcast, and during the live broadcast, one of the items flew to all corners of the world under the guide of Wei Ya.
"Come, ring earrings, link up!" "The woman of Wei Ya points in, countdown, start!" "The hat is gone, the shirt is gone, and the woolen coat is gone!"
Before a small shot, she is working hard to live.
In the live broadcast, Wei Ya is like a clockwork machine. On the opposite side of Wei Ya, in addition to experiencing the feeling of a thousand seconds, a sense of tension and anxiety came to me.
In the past year, with the rise of Taobao's live broadcast, Vic also quickly broke into the public view. Taobao's one sister, Queen of goods, and Vic's label were constantly stretched. Fans over 10 million hours, 2 hours with 267 million goods, and single products sold 650 thousand.
From Amoy girl to full category anchor
Everything is about choice.
Vya's fate was changed by a phone call, and the phone also sent her to the draught and caught the live express.
In May 2016, Taobao's little two made a phone call to Princess Wei, who was vacationing, and asked her if she would like to broadcast live Taobao. Prior to that, he was the owner of seven clothing stores in Xi'an. With every fashionable dress and fluent technique, every shop was profitable. In 2012, Vic and her husband Dong Haifeng closed down all offline stores and chose to become the girls.
It was not a smooth start, or even a bit tragic. "In 2014, double 11 sold 10 million but lost 6 million, and sold two suites in Guangzhou." Wei told tiger sniffing. So after receiving the phone call, in order to drain the shop, Wei Ya did not hesitate to join her and became the first girl to turn to Taobao anchor.
In May 21, 2016, Wei Ya started the first live broadcast at the resort hotel. At that time, there were only 5000 people and two hours of live coverage.
"It was very difficult at first. There was no flow and no goods." Viya's assistant, Qi Er, told tiger sniffer that when Wei had just started broadcasting for a month, she would assist viya to broadcast live. At first, Wei Ya's studio was mainly clothing, but it couldn't be updated every day. "Often panic, because a lot of people will ask you what you have today and whether you have any new products."
Occasionally, Wei Ya ate a cake in the live room. Someone asked whether the cake was there. So the team tried to contact the merchant and ask if he could link the merchandise.
At last, the team bought 1000 cakes at a price lower than the lowest price by 5 yuan. Who knows, it sold out in a few seconds. So food became the first development category for Victoria. I visited the mango stage, "I am a big beauty".
With more and more products and more fans, Wei Ya, who has tasted sweetness, decided to become a full category anchor. "This is also a key factor for her success." Qi Er said. Of course, not every category is going smoothly.
When expanding the life category, there was the cooperation between the Great Northern Wilderness and the group of Victoria and the fans of the studio did not buy it. "In order to make money, everything is answered." can you have a little bit of integrity? " "Later, some people say rice is very tasty, and my live room is turned into a live room for fans to look for the goods they need."
On the Dragon Boat Festival, zongzi, moon cakes on Mid Autumn Festival and annual goods Festival. Vya's studio has become a department store, the first snack Festival, the first Beauty Festival, the first life festival. Besides the live broadcast air gap created by Taobao, she successfully created her own "small draught". At the snack Festival, Yuan Longping sold 860 thousand kg of seawater rice.
In October 10, 2017, the story of Wei Ya began to be written.
In the evening, the live goods were priced at a higher price. Before the launch, he went to Haining to find a customized and cost-effective leather. "This is much cheaper than the consumer's impression of multiple price increases," he said. 70 million sales of fur brought Wei Ya to the media focus, which also subverted the inherent impression of Taobao's live broadcast and electronic commerce.
With this campaign, Wei Ya was elected the most commercial female anchor in Taobao. The list of brands for her services has also been constantly extended. P & G, L'OREAL, PHILPS, KFC, all walks of life, and different categories, from clothing to the whole category, the major brands are beginning to ring the door of Victoria's live broadcast.
Strictly control the selection process.
"There are more than 40 factories behind me." Wei Ya said.
The nature of Taobao's electricity supplier has enabled countless businesses to see the magic of the anchors. Many times, the company has been blocked by merchants at the door, and some vendors are dragging their bags to Hangzhou. But it's not easy.
The live broadcast platform of electronic commerce gives the new display method of goods, while the anchors bring goods to make the transaction, one is to choose the right commodity, and the two is to select the lowest price. "Some people say that everything I sell is going smoothly, but there is a strict auditing system behind it."
Via team spent a lot of time and energy to choose products, whether it is suitable for fans attributes, whether there is market heat, the most important is cost-effective or not. When initially docking suppliers, the people who haggled were not professional, and after-sale services were also frequently complained. How to connect the triangle relationship between businessmen and fans, Wei Ya and the team went through a long fumble and trial and error period. As the scale continues to expand, Wei Ya gives every category to the special person to dock and form a system.
First of all, the brands that have already worked together will go faster and have no cooperation. If they are not Tmall's official flagship store, they refuse to cooperate.
Second, look at the score. If the score is lower than a certain value, it will not cooperate. If the store is newly opened, do not cooperate temporarily to see the result of normal operation.
Third, there is a special trial and trial team to verify the product. Finally, Wei Ya will try it one by one.
"People who have done business know how difficult it is to choose products, but even so, there will still be mistakes." Wei Ya said.
This year the double 11 hundred deer antelope event has been in a hubbub in the live circle. When the "dove Li Jiaqi" put on micro-blog hot search, Wei Ya and assistant Qi Er are broadcasting live. "After the broadcast, the whole journey is very muddled." Wei said that the product of the product was started in October 21st, and it was later clarified that it was not the same commodity.
As a duopoly under Taobao's live broadcast, vyya and Li Jiaqi have never stopped comparing the two. "Girls love Jiaqi. "Women choose Wei Ya", this comparison from people to fans, from the data to the size of the brand, even to the dense number of barrage.
After the incident, he said he did not dare to contact Li Jiaqi. "Sometimes the outside world magnifies certain things, and the parties themselves become very embarrassed." In fact, I am very grateful to Jia Qi. He moved back from the sound of Taobao to the live broadcast, and let more people know about me. My fans were also quick after he came. Wei Ya said.
Whether it is Li Jiaqi who sells 15000 Lipsticks in 5 minutes or has already stood at the top, it has undoubtedly created miracles in the rapidly changing industry. As a screw in a huge machine, they are longed for, worshipped, pushed onto the altar, and countless people who chase the draught are imitating them, copying them, but not everyone can become them.
Can "Wei Ya" be duplicated?
"Our anchor's ability to carry goods is not as strong as her." Ji Tao Marketing Director Ren Xi Yan told tiger sniffing.
In 2016, Taobao's live broadcast was just on the rise. Ji Tao became the first wave of Taobao to live. Under the collection of Amoy, there are more than 100 contract hosts. As for why the main position is placed in Taobao, Ren Shin yen claims to be attributed to platform attributes and genes, and the jitter and fast hand belong to the entertainment platform, while the Taobao chopper attribute of the live broadcast platform makes it suitable for sale.
Unlike Wei Ya, the main force of the contract signing is mostly between 300 thousand and 1 million. "Compared with this super head red lady, we pay more attention to the middle waist." Ren Xi Yan said, "many of the anchors we signed are thirty or forty years old, or even 50 years old."
When the anchors were first hatched, the collection of tramway products was set on clothing. On the one hand, the clothing category was very large in Taobao. On the other hand, this category had already been formed, which helped the anchor to accumulate fans. "We will decide what kind of products she sells for based on the type of fans she attracts, and we will not delineate the personality attributes."
The contract anchor of Ji Tao
On the choice of categories, the anchorages of the scouring agents also experienced the transformation from vertical category to whole category.
"Anchors to the middle waist volume, basically to the whole category development. So merchants need to give the anchor a full range of products, besides clothing, beauty, food and electronics. There are more than 50 team members in the collection group, how to choose suppliers, how to avoid the wrong version of goods, and how to catch up with after sales problems.
During the double 11 period, more than 100 anchors of the collection were joined in the live camp, and the 30 day group anchors broadcast every day, often at least five to six hours. "Double 11" we have no rest for 21 days. Even some anchors are not broadcast at all, and often live 18 to 20 hours per day. According to Ren Xi Yan, during the double 11 period, the anchor's performance was "bringing GMV to 300 million."
"Of course, it's not comparable to Wei Ya."
Ren Xi Yan confesses that Wei Ya is the female anchor that Taobao gives her the most admiration. For the success of Wei Ya, Ren Xi Yan attributed it to many years of electricity supplier experience, making it very proficient in the operation of the Amoy department, and the store experience under the line also made verya complete the original accumulation of fans. In this regard, the anchors of Scout are lacking.
To the outside world, Wei Ya's success is attributed to the draught, Ren Xi Yan does not agree. Familiar with the electricity supplier, familiar with the live circle insiders are more willing to summarize the key words of "going to shore" is "enough, enough attention, enough serious".
Always appear in front of the camera, even if it does not sleep for a long time; never put fans dove, and fans to establish the relationship of girlfriends; strive for the biggest discount for fans. "This is too great. Unless the team is disbanded, there can be no cargo carrying capacity." Ren Xi Yan said.
The anchor is broadcasting live.
Wei Ya and Li Jiaqi refreshed people's cognition with miracles. In the past two 11 and Taobao's more than 20 billion GMV, Wei Ya and Li Jiaqi contributed nearly 1/4 of the data.
And a fact that can not be ignored is that although Taobao's live broadcast has optimized the shopping logic and experience of the electricity supplier, it has never ceased to query the mode and the life cycle of the net red belt.
be unable to stop
Regarding the question of Taobao live broadcast and net red belt goods, Wei Ya said that it was no use at all. It needed to accumulate and precipitate. "Even if one day no one watches me live, I will reflect on what is wrong with me." Wei Ya said.
And in the view of Ren Xi Yan, she thinks that the form of net red belt will definitely continue, and will become the mainstream mode of the future electricity supplier. On the one hand, because of the market demand, "now users are pursuing convenience, whether it is live broadcast or net red, to maximize the user experience, there is room for survival." On the other hand, although the specific net red may have a life cycle, there will always be new people coming out.
China's net red economic development insight report 2018 shows that in the first half of 2018, net red guide sales accounted for nearly 20% of the income in the field of e-commerce. As for the ability of the anchors to carry goods, Taobao President Chiang Kai Shek has publicly stated that the performance of millions of people can be achieved by watching millions of people. The result of the turnover is no longer embellishment, but the mainstream of the future business mode.
As the storm eye in the mainstream, Wei Ya certainly did not dare to relax for a moment, and in order to maintain long-term vitality, Wei Ya's company modest search, in addition to Wei Ya, the home of Hua Dan, also signed Zhang Mofan, Allen Lin, Li Xiang and other middle waist anchor. "This era is too fast to update. If there is a slight problem, it may be a failure. I dare not stop. There is a team and a company behind you, pushing you forward."
After the interview ended nearly two o'clock in the morning, Wei Ya and his team still needed to pack up and go to Changsha to join the tracing activities all night. A nearby staff member said he might not be able to sleep tonight. A staff member has been here for more than half a month. Before that, he suffered from severe insomnia and needed medication to sleep. "It is totally unnecessary to come to Victoria." He played and laughed.
Once a week, the media visited Wei Ya for a week. After the interview, they had to rest for half a month. When someone comes to the interview, she will persuade them not to come because they are too tired. In Wei Ya's workshop, the oxygen tank is standard. She says makeup, makeup and bathing are the most relaxing times for her. Besides, after-sale, word of mouth, fans are her daily thoughts and anxieties.
It is understood that after the end of the Changsha campaign, Vya also needs to fly to Beijing to participate in the fashion bazaar event. The day's arrangement is speech + interview + award + live broadcast.
"Many people do not understand why I spell it so hard. If I am not me, it is difficult for me to understand, but this is my choice, and I do not regret it."