The First Village Of Electronic Commerce Live: Jiu Bao Never Sleeps

Jiu Bao is about 24 kilometers away from the Xixi campus of Alibaba.

1 months ago, Alibaba returned to Hong Kong stock market. On the day of the listing, Ma did not show up. C did not belong to the new successor Zhang Yong. They were 10 partners from the Alibaba world. A group of people with different skin colors witnessed this historic moment. The total market capitalization of that day was more than HK $4 trillion.

When the bell of the electricity giant Ali came on the market again, the bustling night was finally quiet. This is the gathering place of MCN live agencies, and also the source of wealth of hundreds of thousands of supply chain factories. The anchors are black and white, with no rest all year round. At about 10 a.m., most of them go to sleep for less than three or four hours.

However, compared with ALI Park in Xixi, Kowloon Castle shows a completely different form. Not wide roads, flat roads, and the "rub" appeared at the subway entrance have revealed its unglamorous past. Practitioners do not have suits, no signs, and they are "if there are no anchors to recommend", "you can hardly get the powder done", "I have a batch of new goods arrived, and sell well".

Just 24 kilometers across the East and west of Hangzhou, it connects the two completely different worlds of the electricity providers. This is the two world that looks different but inseparable.

At one end, it carries the grand idea of Taobao's content, while the other side carries the dream of wealth. At the same time, another fact that can not be ignored is that today's huge Ali still maintains a revenue growth rate of more than 40%, which is one of the reasons why Ali returns to Hong Kong stocks and the capital market is crazy about it.

And the anchors, supply chain bosses entrenched in Jiu Bao, or operators and anchor brokers are the main driving force for the growth of electricity giant Ali's revenue. In the 2019 fiscal year, when the Q3 earnings report was released, Zhang Yong, chairman and CEO of the Ali group board, openly encouraged businesses to use innovative tools such as Taobao live broadcasting. Even after several months of Alibaba's second ONE business conference, Zhang Yong also launched her own live debut.

Live selling seems to be the only traffic depressions after the growth of China Mobile Internet users to the top. Everyone wants to grab dividends here, and the nine castle as the site of the sprint has become the first choice for gold diggers.

　　 "Follow Ma Yun to make money".

Runy, a businessman in Wenzhou who has been in the clothing business for more than 10 years, intends to change his office address in Hangzhou.

The reason is very simple. Xiaoshan is too far away from the anchor camp, "they are not very willing to come." Distance means time and time compresses wealth. The supply chain base of Ruan Lei has been launched for only 10 days in a month, which means enormous waste of resources.

He wants to move to a place where all business people are familiar with it - Jiu Bao, a "urban fringe" located in the northeast corner of Hangzhou.

However, when you are here, it is very difficult for you to have a sense of integration between the urban and rural areas - the overnight lights, the Starbucks that can not find empty seats, the new Rui Xing coffee and the tribute tea all show that this is the forefront of the trend.

History is not important. In just 3 years, Jiu Bao has already taken the Taobao content high-speed train, and there is a completely different scene in the vicinity of a desolate six Fort, seven fort and eight fort. A tall building was built in the original paddy field. "I heard there were about 7000000 demolition fees in 100 flat."

Everything has been transformed into a live room and a supply chain base. Xizi universal was originally the production place of Xizi Elevator. Because of the expansion of business, the whole building was emptied. However, the rise of live broadcast can revive the old factory buildings. The walls are painted and elevators are advertised, and the carpet is updated. There are only 2 empty spaces in the west world. The daily rental price of the blanks will be 1.9 yuan. "There are 66 thousand sides of the whole west, more than 200 businesses, and 90% live related businesses," Xi Zi global investment director told WeChat Tech (WeChat ID:tech618).

A KTV has been made into a live broadcasting base by the whole world, and even the hardware shop of Jinma Hardware Plaza has now become a live stall. At the beginning of the year, it was also a blank room. The Green Valley Industrial Park that did not make the park plan completed planning, decoration and investment in a year.

People with foresight have already started to act.

In May, a special shoe manufacturer in Henan decided to set up three sites for Xi Zi Huanqiu on the same day in Hangzhou. One piece was used for live broadcasting, while the other two pieces were already rented out less than February.

In July, the new restaurant brand, Peng Peng and miscellaneous hot pot, opened the first store in Xinhe LIAN Industrial Park. Today, 60 square meters of small shops have about 400000 monthly water flow and 5 tables per day.

Opportunities and wealth are spread along the industrial chain, and even the most downstream fabric manufacturers share a cup of cake. "Our income this year is 30% more than in the past years", Liu Min, director of the five star factory fabric factory, which is located 10 kilometers away from Kowloon castle, sighs. The wages of the workers in the garment factories have risen to a maximum of 400-500 yuan a day, with a minimum of 300 per day.

All resources gathered rapidly.

In an office building of Xinhe LIAN Industrial Park, there is a layer of Yi Lai Bao that sweeps the yards into the group. The group can then connect to many MCN organizations such as Han, Mei, Nash, Ming Rui, etc.

A supply chain base leader has sent 5 rental demands in the group one day. He has just come from Dongguan, Guangdong, and wants to rent 300 square meters on the site of the nine fort. WeChat, the Tech star plus the head of the supply chain, has his first sentence: do you sublease on the site?

Housing intermediaries think very clearly, "I don't care about it for a few years, we first earned the money of the draught of this time, and the next step is to see how Ma Yun came." In 2017, the rentals of Xinhe LIAN were only 1.5 yuan, but now they have risen to 2 yuan.

For this reason, intermediaries have provided a comprehensive set of services for those who come to rent houses. If they want to rent a house and have insufficient capital reserves, they can borrow money from the nearby Union Bank of Hangzhou, and the interest is borne by the intermediaries; whether you want to decorate, want to find a anchor or want to find a supply chain, they can help.

Everything was ready, and Runy saw the growth of wealth. "Now there are almost more than 20 games in a month, and the turnover is nearly 600 thousand." However, he declined to disclose the specific profits.

Of course, the most profitable is still the anchor. It is reported that super head anchor Li Jiaqi has been earning billions of dollars a year, while owya, who owns more than 40 factories, earns twice as much as Li Jiaqi.

The head of a MCN agency told Tech planet (WeChat ID:tech618) that the average 300 thousand fans' anchors can earn 1 million 500 thousand after tax a year. According to Taobao official data, in 2018, there were hundreds of anchors in the monthly income of millions of Taobao, and there were more than 1000 anchors with millions of fans.

The speed of such wealth is envied by all.

　　 Making rich machines never sleeps

There is no myth that Jiu Bao is rich overnight. Behind this is a sophisticated machine.

The anchor is, of course, the most important part of the machine. There are over 1200 million hosts on Taobao, and their average annual live broadcast is over 300. The average length of live broadcast is close to 8 hours. Among them, Li Jiaqi broadcast live in 2018 reached 389. A single live broadcast for 8 hours means working hours up to 14 or 15 hours per day, leaving only a few hours to rest for the anchor.

The night is the link of the machine running at high speed. At 9 in the evening, the Xinhe LIAN Industrial Park is brightly lit, and the closed curtains announce the fact that the live broadcast has begun. Direct seeding is very strict with lighting requirements. In addition to two OLED photography lights, the live broadcasting room will pull the curtains once it starts once the live broadcast is started to ensure that it will not be affected by natural light.

In a live broadcast, the first 20 minutes are often hot fields. The anchor briefly introduces the contents of today's broadcast, waiting for the fans to enter slowly. When the field gets hot, the big anchors will reduce the number of drinking water as much as possible to ensure that they do not quit.

This is the time of physical and mental intensive consumption.

"If a garment is photographed without payment, you need to kick in the background to ensure that fans can take any time to pay at any time. If the time limit is preferential, you must remember not to open the wrong price. After the time period, you should change the original price, and at the same time, you have to take into account the clothes to be put on the rack. I still remember the scene when I acted as a host. I still remember the situation at that time. "The speed of hand must be fast and not panic."

"We just went through a high intensity job, but it was a high intensity stimulus for the anchors," he concluded. More than one anchor told Tech ID:tech618 that the most exciting time was to see fans ordering the ID:tech618.

The rising turnover stimulated the secretion of adrenaline. After a live broadcast, it often arrived at 2 in the morning, but the excitement of the anchor had not subsided. Many anchors say to tech planet that it is hard to sleep just after the live broadcast. Many times they lie in bed, watch others live, or brush their phones until 4 or 5 in the morning.

But this huge machine did not stop.

When the anchor is used, the sample is often broadcast live. Then when the first quantity is determined, the business department begins to enter the production process with the back end factory. "We will contact the materials, warehouses and factories ahead of time, and end the live order. The materials have been delivered to the factory, and the bed will be cut immediately. When it is urgent, no logistics is issued. All goods are directly pulled into the factory by the lorry, which is directly cut off and cut. In exaggeration, factories start producing garments all night. " Hu Yuting, the head of supply chain, told Tech planet that the production of T-shirts in summer is an example. Sometimes, if the goods are in a hurry, they can produce 2000 T-shirts a day.

This is a game against time. Hu Yuting told Tech ID:tech618 (WeChat) that "the longer the time is, the greater the risk of inventory. If the supply chain is very flexible and the reaction speed is fast enough, then how much I sell can be returned a few days in advance, and the risk of inventory will be lower."

Direct seeding is the ultimate pursuit of speed. For example, the production of sample clothing has also moved to the company. On the first floor of the Green Valley Office, the sewing machine, thread and cloth were piled up. Newly made samples were hung in the office. The sown samples were displayed on the clothes rack densely, and they were crowded in the gaps between the two offices.

All intermediate links should be reduced as far as possible. Therefore, many MCN agencies moved to Jiu Bao. 1 kilometers away from Xinhe LIAN, it is Chaoyang Industrial Park. 5 kilometers away, it is Qiao Si town. These places are densely packed with hundreds of garment supply chains, OEM manufacturers and fabric manufacturers.

In order to seek speed, the live broadcasting base, such as Han, is located in Chaoyang Industrial Park. Entering the gate of Chaoyang Industrial Park, there are signs of promotion and recruitment everywhere. At the same time, Jiu Bao from other supply chain sites, such as Tongxiang, Jiaxing, Haining, also for one or two hours.

This way of selling products has greatly improved the efficiency of the supply chain. But it also means that if the supply chain can not keep up, there will be any risk of being replaced at any time. However, as the upstream MCN organization has strong voice, "if the supplier does not cooperate, or suddenly appears what problems, then there must be a substitute program."

At this speed first, opportunities and challenges coexist in the live fighting arena, everyone's spirit is highly concentrated and highly strained, "even dreams are 321 links."

Almost all anchors insist on "data is better every day than yesterday". "If you sell badly today, you will be very anxious. If you sell well today, you will worry about what to do next."

The truth that everyone knows is that live broadcast is hard earned. In 2019, Wen had already flown 75 times, flying more than 70000 kilometres and flying for 106 hours. The hosts were so scared that they could not easily miss a live broadcast. "You can't be sick or sick," he said. When it comes to physical cycles and pain, a female anchor has eaten 7 painkillers for the most part.

Even more, I would like to think of direct seeding as a career. "You really let me rest for half a month, I will worry, because rest is also nothing to do, rest will take pictures, sometimes work is also taking pictures." This has almost become her occupational habit.

The fear of being replaced is always there. Zhang Dayi and Sydney were once born in the picture and text mode. Now, the air gap of the broadcast has been born by Vic and Li Jiaqi. No one knows what changes will happen in the river and lake. The anchor, supply chain base and fabric manufacturer can do this is to seize this short opportunity.

　　 Anchor folding

Not all people pay and income can be directly proportional to the direct broadcast of the world is also hidden in the cruel survival rule.

24 hours a day, live broadcasting is always happening, but the value of 24 hours is different. From 8 to 12 in the evening, it is known as the prime time of live broadcast. After a day's work, people's consumption desire erupts. This is also the working time of the big anchor.

If the new anchors want to break through, they must miss the edge of the big anchor. Many small anchors choose to play at night, which starts at 2 o'clock at night. "2 and 3 o'clock is very low. When it comes to 5 o'clock, you can obviously feel that people are getting more, because they want to buy more goods, and many mothers get up too."

The anchors are going to have battle with the normal biological clock, and more often they will fight against the naked reality.

Small anchors often do not have teams, and do not have their own live rooms. Many times they choose to cooperate with the supply chain base. The so-called supply chain base refers to its own goods (clothing, shoes, etc.), there are one or two live rooms, and equipped with a simple live broadcast operators of a offline place, the anchor can be directly selected goods, live broadcast. And every supply chain base is often a production and processing industry chain, for example, there are nearly 1000 factories behind the supply chain base of Ruan Lei.

There is a well known game rule between anchors and the MCN institutions, supply chain bases and Taobao platforms behind them. The boss of the supply chain base gives commission to the anchor 10%-20%, and the Taobao platform extracts 30% of the total, while the remaining 70% is divided into the MCN and the MCN behind the anchor. At the same time, according to the category, the commission ratio also showed a difference. "Clothing 10%, beauty 30%, jewelry category may be higher".

All supply chain bases want to cooperate with big anchor. Fans with high base anchors mean considerable income. Small anchors have to face the embarrassment of being ignored.

"Once we have just arrived at a pre arranged supply chain base, and the other side told us that the venue has given a bigger anchor to the fans. We have to find it and get to the next live location. If it really doesn't work, we can only tell the fans that the live broadcast is cancelled," anchors Xiao Xiao recalls the situation at Tech ID:tech618, "but you can't help it."

"Sometimes you go to live base at 6 in the morning and find that you are about to start broadcasting. The base is not open yet. You have been calling for half a day. Later, he told you that it was 2 o'clock last night before I went to work."

No one can easily break the law of the jungle. The strong seem to be strong. The new anchor wants to be too difficult. Xuan Xuan, who has been a anchor assistant for half a year, recalls the days when he felt miserable. "I have seen Hangzhou 2, 3, 4, 5 and 6."

Her anchors began to choose night sowing (at 2 a.m.) for eight hours in a day, which meant that Xuan Xuan could go to sleep at 2 p.m. every day, and four or five hours later, she would have to get up to prepare for the live broadcast.

"Once on the way home, the pupil had gone to school with his schoolbag on his back, and my tears suddenly flowed down." She could not tell why, nor did she want to cry. Maybe when the long morning morning sunlight replaced the high intensity light in the live room, the dry eyes suddenly became moist.

There are few and far between them. Xuan Xuan said, "the anchor I bring is back to my hometown."

The Internet anchor, Ya Xian, tried to reach the anchor last year. She got up at 5 every morning, started at 6 o'clock, and could rise more than 100 fans in the first day, so that 10 thousand fans could rise in three months. But ya Hsien did not count on it. If the new anchors want to get ahead, they must respect the rules.

The best time to hatch new anchor is. "This has a lot to do with the seasons. Generally, 7 and August are the most distant times. It will be very difficult to beat the new words, and the two best time is after the Spring Festival and before the Spring Festival." Zhao Mingli, founder of van Wei, explained the way to Tech planet.

MCN agencies usually judge the anchor's stay in three months. "The retention rate is actually very much related to the quality of the anchors. When it is exaggerated, the rate of wastage in three months is 60%." A founder of MCN organization shared.

And Ya Hsien chose to work hard when he was out of green. She clearly remembered dropping nearly a dozen fans almost every day after running into November. She had to choose to give up. Now, she has signed the world's Internet business and has become an anchor of the organization. With thirty thousand or forty thousand of her monthly income, her working hours have become healthier. She can basically broadcast at 10 o'clock every night. "I feel very happy".

Everyone wants to gather wealth. The boss who owns the supply chain resources also wants to enjoy wealth alone. After moving to the castle, Runy wanted to hatch a anchor himself. "For 20 days, there are more than 1000 fans, and the anchor is really tired," she said. "After 95 girls are too many girls, they simply can't go on."

Businessmen are naturally sensitive to data. Ruan Lei has counted an account: he rented 200 square meters of land at Xinhe LIAN, 2 yuan per square meter, 12 thousand yuan per month, not counting water and electricity charges. "No revenue, it is a constant loss, and there is no hope at all." Very soon, Ruan Lei contracted the front line, and still did his old job.

Not everyone was turning around in time like Runy. "Last year, a boss came to do the MCN organization, burned millions of dollars, no improvement, now move away." Xiao Li, the renting agent, was full of the feeling of bustle in his tone. "But in a few days, his place was rented again."

　　 Seize the last window period.

Brutal competition and more than ordinary people's pay are the B faces of the anchors that most people do not see. Most people are familiar with the A face of the anchor.

It was a story full of temptations.

Li Jiaqi, who was born in 1992, has about 16000000 fans. He has realized the counterattack from 3000 monthly salary to tens of millions or even billions of dollars. He has been a singer and a clothing store and has become the biggest anchor in the whole category.

In 2019, Taobao's direct broadcast ecological development report showed that the number of anchors who joined Taobao live in 2018 increased by 180% over the same period last year. In 2019, Tmall double 11 all day, Taobao live brought about close to 20 billion of transactions, more than 10 live rooms guided transactions over 100 million, the monthly growth rate of over 350%.

It's a staggering speed.

Almost all of the MCN agencies and digital anchors contacted by WeChat Tech have found that the miracle of Li Jiaqi is not going to happen again, but everyone feels that the opportunity is still there. (ID:tech618) "We are also trying to channel from trembling sound or other platforms," said a head of a MCN agency.

More people are waiting for the wind.

In July of this year, Nash, who completed the angel round financing, announced that this year's goal is to have 300 anchors of the whole platform, and develop to 10 thousand in 3 years, even though Nash is the largest number of MCN institutions signed by the broadcaster.

This requires enough capital reserves. The founder of a MCN institution calculated an account for Tech planet. "Hatch a new anchor, the fare is 2000 yuan, the accommodation subsidy is 1500 yuan, with an operation of 5000 yuan ~6000 yuan, then calculate the subsidy of one anchor, the minimum monthly consumption will also be 10 thousand yuan."

At the same time, it also tests the management level of MCN institutions. As the core link of the entire live broadcast, the anchoring of the anchor almost determines whether an organization operates normally. Many MCN agencies have experienced the dilemma of the anchor's cancellation. "You have no way. Everyone was around her at that time."

MCN institutions must try to ensure the number of fans in the hosts while ensuring that the anchor does not easily cancel the solo flight. Which one does not sound overnight.

"The first draught maybe passed, but you don't know when the second draught will get up," said the analysis of Taobao's anchor.

In October of this year, he left with his girlfriend and came to Hangzhou from Beijing to pursue the gold rush dream. "Before we come, we should cheer each other up, what is going on in a bad way, and we will not succeed. They all said it once again.

At that time, ah Shui carried a lot of financial pressure. Because of the stock trading, his borrowing quota had been overdrawn, and the credit card had been kept in circulation. He owed more than ten million debts, nearly 80% of which came from stocks.

Wan Yan and AI Shui are not impulsiveness. Before they came, they carefully calculated the cost. "We gave ourselves three months. In the three months, we lost at least three months' income in Beijing (less than 80 thousand), while all expenses in Hangzhou counted for 30 thousand of our Spring Festival home expenses."

3 months, 100 thousand yuan, at most is a little bit of hard work, to fight for a future, ah Shui believes that all of this is acceptable, "in fact, gambling." The goal they set for themselves is to increase 5000 fans in 3 months. Now, after a month's hard work, they have only more than 1000 fans. "Feeling 5000 is like a big cake, but I will try my best."

For convenience, they rent their houses near the company. They only drive 7 minutes in the evening, and they have not been out for 2 months in Hangzhou.

He insisted on the live broadcast every day, "Taobao did not give specific requirements, but if you broadcast one after another, or every time the broadcast is too short, Taobao will not recommend it to you." In order to get more exposure, half a month ago, ah Shui extended the length of live broadcast from 6 hours to 7 hours.

However, he did not feel hardworking.

"Before you work, you feel like you are working for someone else, and now you are more like opening a small shop, even if you only sell two cups of noodles today."

His friend in Beijing originally broadcast live in his home and saw that he had company support and was planning to run to Hangzhou in the near future.

No one knows what kind of giant trees Taobao will grow in the future. If we take human age as an example, today's Taobao live is only 4 years old.

Zhao Yuanyuan, the head of Taobao's live broadcast, told a live broadcast of Taobao in Beijing in 2019. An old Ali man, who runs a third generation generation company with GMV billions of dollars, said to him, "your Taobao live broadcast has just started, and it's a long time before it matures."

Immaturity means opportunity, and it means more possibilities to break through. From a certain point of view, Wei Ya and Li Jiaqi are more fortunate than "heaven, earth, land, and people". They are well versed in commercial operation and are also working hard enough.

But not everyone can be so lucky. Efforts seem to be possible.

At 12 o'clock in the night, when the whole city of Hangzhou has gradually fallen asleep, and in the nine fort area, the grid between Xinhe LIAN, Xizi universal and Oriental e-commerce park is still brightly lit. The closed curtains made it impossible for them to distinguish the light from day to night and the light that was coming out in the night.

(remarks: Ruan Lei, Xuan Xuan, Xiao Xiao, Wei Wei, Min Min as the pseudonym)