"Live With Goods" Draught Into The Wholesale Market Traders To Shake The Body To Become Net Red.

"Double eleven" just passed, "double 12" is coming soon. This year's electricity Shopping Festival, the anchor with goods will no doubt stand on the draught.

" Live goods " Why is it so hot, what is the industrial chain behind it?

"Live with goods" draught into the wholesale market traders to shake the body to become net red.

In the evening, the reporter came to the Wanjia clothing wholesale market in Guangzhou. Just after the business hours, most of the shops were closed, and the market looked a bit cold. When the reporter came to the four floor, he found it very busy here. The small area is divided into live broadcast area, reception area and rest area. In the biggest live room, a anchor is selling live women's clothing. On the other side of the camera, dozens of mobile phones are broadcasting live to her at the same time, and the aisle is crowded. Xu Nuo, the market leader, has become accustomed to such a lively scene.

Xu Nuo, director of Guangzhou Wanjia clothing wholesale market live center, Normally speaking, our stalls will be closed at half past three pm and four o'clock. After four o'clock, the anchors downstairs will come to pick up the goods and sell them on their own. Daily 50 - 70 people are uncertain, sometimes there are 100 people.

Xu Nuo told reporters that some of these people are doing wholesale clothing business downstairs, some from the market to get goods, and then to the electronic business platform sales, and from all over the country, just contact the new novice, everyone has one thing in common, that is to catch up. " Live goods " The draught.

Anchor dragon is one of them. He has been in the vicinity of solid clothing business for nearly ten years, and began to contact live broadcast last year, and also witnessed the changes brought by live broadcast.

Anchor Dragon: Where we are now, we used to be a broken warehouse. At that time, we rent more than 1000 yuan a month. Now, there are some shops for one year. One hundred Wan, Two hundred Ten thousand. Live broadcast is especially tiring, but it may be our sales per day, the sales volume before the year. Double eleven sales One hundred More than ten thousand, less than Two hundred Ten thousand, that is Four It's only an hour.

Anchor play: Last year, the anchor was not very large. This year, people from all over the country came here to play the anchor. The wholesale market of clothing in Guangzhou has corresponding anchors there.

This is only one of the many wholesale clothing markets in Guangzhou. The data provided by the Guangzhou Municipal Bureau of Commerce show that the professional wholesale market in Guangzhou started in the 80s of last century, and now there are 713, the total number of merchants in the market is over 800 thousand, and the total annual turnover of the market is over 1 trillion yuan.

It is worth noting that the amount of goods carried by Taobao live platform last year is 100 billion yuan, and the amount of goods carried by the major live platforms will be larger this year. For the traditional wholesale market, close to the upstream of the industry chain, it has the advantage of shipping speed and volume, which is very consistent with the immediacy and rapidity of the live broadcast.

At present, many of the more than 4000 merchants in Wanjia clothing wholesale market have tried to broadcast live, but others are still watching and worrying about the loss of the original wholesale customers. The traditional wholesale market is changing under the promotion of live broadcast.

Revealing the clothing factory behind net red: quick search for new explosions

The rise of live goods is changing the traditional wholesale market. In the upstream of the industrial chain, garment factories are changing rapidly. What is the factory behind net red?

The reporter came to a garment factory in Dongguan, Guangdong, and saw that workers were busy on the production line near lunch break. The person in charge has been working overtime for the "double 12" and Christmas orders.

Since this year, in order to deal with the large number of live orders, they will produce the production line from Twenty Bar increase to Forty Only in this way can we meet the needs of the simultaneous delivery of the major anchors.

Wan Xiang, general manager of Guangdong Dongguan shadow Fashion Co. Ltd. The increase of live orders has brought us sales growth. This year, our sales volume has increased by about 30% over the same period last year. According to the demand of every anchor, we will accurately match him with the production line, including a specialized T-shirt production line, a shirt production line, and a dress production line. The production lines of these products are built for different net red.

The person in charge told reporters that they had already worked with many well-known anchors, and the live broadcast was changing their production and processing mode. Which products could become the next burst of money and become a problem that the design team was considering every day. It can be determined that the direct delivery channel is shorter and more direct, which puts forward higher and faster requirements for clothing design, style development and fabric selection.

Yang Zhixiong, vice president of Guangdong apparel and apparel industry association, Looking for the designer to make a series of customization for net red, and finish the design to the sample, which may be 1 days. After that, net red basically can get the clothes in 2 to 3 days. He goes directly to the live broadcast online, after receiving the live broadcast, he receives the order, then reschedules, and delivers goods within 7 to 15 days. The whole cycle, from design to market launch, and then to get hand, may also be. Ten reach Fifteen Days or so.

Live broadcast, so that the new supply chain speed up, today's clothing business has changed from the high inventory in the past to small batch, multi frequency. Insiders expect that next year, the market size of live business will exceed. Three thousand Behind the huge volume, the test is still the supply chain capability of various traditional industries.

Net red base everywhere

Supply chain capability is the key to success or failure.

The bosses of the wholesale market have become "net red" endorsements for their products, but for those who have never done business and want to try to sell live goods, how to find the source of goods and attract fans is the beginning of all difficulties. At the moment, there are already many institutions that provide "one-stop" service for novice novice.

Anna, who lives in Foshan, usually comes to Guangzhou every day to prepare for live broadcast. Recently, she has entered a net red base near the clothing market. In her view, this not only saves commuting time, but also more importantly, it can exchange goods with many colleagues and have more working atmosphere.

Anchor Anna: After the sowing, do not drive back, then come up to rest, the rent is not expensive, more than 1000 yuan. It has everything in it. It can cook, wash clothes, air conditioning and everything. There are many hosts, so we can communicate with each other.

Anna's net red base has a construction area of 60 thousand square meters, a warehouse of 10 thousand square meters, and an apartment plus 800 live rooms.

The rooms like Anna live in 20 flat to 50 flat rooms, which are also the live rooms of the novice anchors. The newcomers need to start hatching here first, and then gradually move to more spacious live rooms as the number of teams increases.

The person in charge told reporters that the reason why the net red base was opened here is that the supply chain is complete. There are around more than 20 large wholesale clothing markets, which can get the source of goods quickly, and what styles are popular in the market. They will soon spread to all the live rooms. At the same time, they will also recommend some samples according to the styles and audiences of different anchors.

Ye Wei, head of Guangzhou red goods network red base supply chain, After placing the order in the studio, we will find cloth for him and find the processing plant. We can make twenty thousand clothes in about 48 hours, because we have a lot of cooperative factories.

In fact, since last year, more and more net red bases have been established in the whole country. Most of these bases rely on local industrial advantages, such as ceramics, jade, agricultural products and other specialized markets, and the profit model mainly depends on "rent + anchor sales". Insiders pointed out that the red base of investment operation network needs a lot of capital. If a series of problems such as supply chain can not be solved, blind draught will bring risks.

Lin Hong Jia, director of Guangzhou red net red base. There are more and more net red bases. Everyone thinks it's a draught. This is not a very good job. We have invested tens of millions of dollars now. Next year I plan to sign 1000 anchors at net red base. If this goal is completed, I will be able to earn it next year.