Reporters At The Point Of Kou Kou Clothing City, Record The Transformation Of Traditional Businesses

While selling live goods has become a new form of electricity supplier, some traditional wholesalers in the town of Kou Kou are trying to transform, and live broadcasting has even become their main selling means. But the road to transformation is not smooth sailing. Some are still exploring the stage. Some have been successful in transformation, and even have achieved good sales results.

　 Physical store business is hard to do
Once I wanted to change my profession.
"This shoe is pure leather. Today, the price is 89 meters per second, and the order of the yellow car number one is OK." From 9 to 12 in the morning and 7 to 11 in the evening, Yang Peng will appear in the studio on time. As a group of merchants who are selling live goods in an earlier stage in the mouth shoe city, the owner of the traditional wholesale shoe has completed the transformation.
At half past two on the afternoon of 15, the two floor of Kou Kou shoe city. Yang Peng, 34, had just finished a live broadcast in the morning. The shop seemed to have gone through a war of disorder. The floor was covered with shoes and some clothes, and there were several high shoe boxes stacked next to the three feet. Two staff members in the shop are printing the list. All the stacked items on the table are all express orders. The other two staff squatting in the corridor are busy packing and courier, and thousands of express packages are packed by them every day. In a short while, the courier brother took the car to collect the goods.
Yang Peng can be regarded as an old merchant in the mouth shoe city. "In 2006, I set up shop here, mainly for shoes and clothing wholesale and retail business, customers are mainly distributed around Shandong." He said that wholesale business was very good at that time, with an average of twenty or thirty customers per day, and more than 500 pairs of shoes sold in one day.
But with the prosperity of the electronic business platform, many physical shops, including the clothing industry, have been hit by an unprecedented impact. There are fewer people in the market and fewer customers to get goods. Yang Peng, who felt the pressure, tried to transform. He opened a Taobao store in 2013, but the result was not good. He soon turned it off. He even wanted to try another industry.
In the second half of 2018, he saw that some of his peers moved to the live broadcasting platform to do business. They also wanted to have a try.
　 Sell 3000 pairs of shoes a day
It was 6 times the sales volume before.
"The first day of the live broadcast was particularly embarrassing, embarrassed to show up, and not knowing what to say in the face of the camera." Yang Peng said that in the first few months, he broadcast 6 hours a day, but his voice was hoarse, and he only sold one or two pairs of shoes.
Because there are no fans, he feels that the live broadcast is tortured every day. But with confidence in this new sales model, he clenched his teeth. After the Spring Festival in 2019, he obviously felt the flow. He shot a short video of his shoes, up 20 thousand fans, and got a hot search. After a year of unremitting efforts, we have achieved good results. At present, Yang Peng has 230 thousand fans. Today, he can sell 3000 pairs of shoes at the studio during the day, which is 6 times that of the previous wholesale business.
Clothing city merchants selling live goods
Yang Peng said that before it was mainly wholesale, facing a customer, and the short video and live broadcast sales channels gathered a large number of fans to the live room at the same time. There were thirty thousand or forty thousand fans at the most time in the live room, and it could face the national market. "Now, my shoes are sold to Xinjiang, Tibet, northeast and other places."
Yang Peng told reporters that live selling is a cheaper way for consumers to buy shoes.
　　 Some are still groping.
Sometimes live till dawn.
"Thank you for the thumb sent by Lao tie, just a little old fellow who came in," "today is a sweater for you. The color is very white." At half past three in the afternoon, there was no light supplement, no advanced equipment or exquisite makeup on the first floor of the mouth shoe city, and plain middle-aged men and women were working hard on one or more cell phones.
Zhu Chengfeng is one of them. He hangs a pair of trousers in his arms and carries a pair of trousers in his hand. He is always talking about it in front of the camera. "This is a pure cowboy outboard pants, waist is elastic, the buttocks are also very elastic, so you have to hurry up the order if you like, after two days, the express will be suspended, and it can only be sent to SF."
After the end of the live broadcast, Zhu Chengfeng took up the water cup and drank his saliva. His speech was uncomfortable for two hours without interruption. The live broadcast of the day is also normal, and only three pants are sold.
Zhu Chengfeng has been engaged in the wholesale business of trousers for more than 10 years. He is also one of the first businessmen to sell live goods sold in, but at present, his fans are only around one thousand. Speaking of this, his heart is full of regrets. In the second half of 2018, Zhu Chengfeng, who felt the impact of the electricity supplier, began selling live goods on the fast track. But later, because of his family's illness, Zhu Chengfeng couldn't afford to shoot short videos at the moment, only to interrupt the quick update. Unexpectedly, when he came back, he found that many merchants around were already selling live goods on the fast track. And the nephew, who started selling live merchandise with him, has been sitting on 350 thousand of the fans and has gained a reputation in his pants.
"People can sell more than 100 pants in a live broadcast. It's really a big gap." Zhu Chengfeng said that although it has been hit hard, it has strengthened the way of live sales. "I am also exploring the stage, watching how others live, and trying to broadcast live too much. I once broadcast from 9 in the evening to second o'clock in the morning, and the live broadcast lasted four hours.
　　 Business and career anchors
Live direct selling
During the visit, the reporter learned that in addition to selling live goods on the fast hand, merchants also had a new form of live broadcast, that is, professional selling anchors were broadcast live in fixed cooperative stalls.
Liu Mei, a businessman engaged in garment wholesale industry, told reporters that most of the merchants in the clothing city were engaged in wholesale, and there were fixed customers for many years, and the customers took hundreds of goods at a time. In recent years, despite the rise of e-commerce platforms, customers prefer to buy clothes on Taobao, which has also had a certain impact on their business, but it has not been greatly affected.
Especially in the past two years, people who buy clothes in the store are getting up again. "Because you can't try to buy clothes on the Internet, maybe the models on the Internet are pretty good, but the goods actually received are not so good." Liu Mei said that after many times, more customers would choose to go to the store. "Now the price of clothes in my shop is not much different from that on the Internet, and the quality can be better, so it can attract more customers."
"If you want to sell live goods, there are at least three people, one person is responsible for direct seeding, another person takes care of the business in the store, and one person is responsible for the statistics of customer orders in the background." Liu Mei said that many businesses in the city of clothing are run by one person, but they are simply busy. "But some businessmen will ask a special selling anchor to help direct the broadcast, merchants will provide the goods and make the price, the anchor will be responsible for introducing clothes, and earn the difference or commission in the middle."
Liu Mei said that many businessmen have started working with professional selling anchors, and she has plans to do so. "Although business is also good, but walking with more legs is more secure, everyone is in transition, and I can't fall down. The two sales channels under the online and offline must be grasps."