Sijiqing Under The Direct Air Outlet: Those Who Have Not Been Bought By Catty.

Since the SARS in 2003, Hangzhou Sijiqing has not been in bed for 17 years. Container trucks began to move in at 3 a.m. every day, and the porters flocked to unload the goods. After half an hour, the shutter doors gradually rose and the noise was opened.

If the 1989 Hangzhou people wish Hao chun to set up the "Sijiqing clothing market" as the symbol of Sijiqing's birth, it just crossed the beginning of the year. Over the past 30 years, businesses from all over the world have often stopped so many billions of packages have been dispersed to every piece of land.

In the spring of 2020, under the influence of a new outbreak of coronavirus pneumonia, Sijiqing seemed to have suffered cardiac arrest. In the past, porters, models, shopkeepers and buyers were replaced by clean streets and lonely birds. The once noisy square became a dance floor of the spring breeze, and Sijiqing had long been used to be a director who could not be photographed.

Through the lanes and the dance floor, the actors did not stop performing.

Cash flow crisis at 01 stalls

For a large number of stall owners, the spring clothes that began to hoard at the end of last year were embarrassed. "March is the fire-fighting period, April is the life and death line, and by May, don't think you can still sell spring clothes." Xu Shaogang is the founder of Rui Ti dress in Hangzhou. He overloaded nearly 80 thousand pieces of spring clothes in two warehouses in Sijiqing.

In Sijiqing, most of the warehouses in the market were locked up because of the epidemic. Xu Shaogang's 80 thousand spring clothes were left together in February. Zhou Jian, a Hangzhou pickup trading company, is struggling to cope with the good old agents who have good relations with each other. These online agents have already asked whether they can place orders for delivery, but only by the thousands of stock that Zhou Xuewen saved years ago, they are not enough for the agents to divide their food. Fabrics have long been hoarding in warehouses, but factories are unable to resume production. Last year, Zhou Xuewen's turnover in Alibaba approached the 50 million mark. This is his highlight. But in the field of clothing that is not afraid of inventory backlog, Zhou Xuewen's black humor is out of stock. "Inventory is unrealized profit, and only sold stock is a valuable cash flow." The "hang drift" old season from the Shenzhen bell garment factory has been pressing on the hands and valuing hundreds of thousands of spring costumes. He explained the impact of backlog on the stock market: "the backlog of spring clothes may directly affect the third quarter winter clothing purchase. Under the epidemic situation, the ratio of the cash flow is slower than that of the stalls.

Rooted in Sijiqing for more than 10 years, Lao Jin is a live broadcast provider. A year and a half ago, he shifted the online business of the stalls from Taobao and mogujie.com to 1688, and began to broadcast live stalls. Because of the larger scale of the company, the ability to resist risks is relatively strong. Although the spring loaded cargo has brought a lot of losses to old gold, he can still rely on the remaining cash to support future procurement plans.

"Spring clothes can not be released as a live fan welfare to low price kill, attract a wave of popularity." The abacus in the old golden brain is rattling. The old gold which has already been strategically arranged for the spring clothes is actually solid. He began to broadcast live to other stalls businesses. Other stalls take the goods, the old gold company's anchors help shout, do not charge a penny.

"Sowing something is better than not broadcasting. We can't deliver goods, so we should help other families." Old Jin said Sanford, with more than 800 outlets, was also in search of business pressure. Daily necessities sold for more than 80 yuan in the mall can be sent to the home by thirty or forty in the live room.

Perhaps because the industry is too cold in winter, the spring of live broadcast has come in advance.

02 live broadcast

In February 7th, a video of the two fashion entrepreneur loser and a short video with the cargo anchor was uploaded by Maya. In this video entitled "this is not only a difficult retailer for clothing entities this year, but how hard is the wholesale market," Maya has counted out the stall owners of Guangzhou and Hangzhou.

Take Guangzhou thirteen rows, more than 10 square meters of wholesale small stalls as an example, stall mouth monthly rent 200 thousand, small warehouse monthly rent 4~5 million, a small stall not to do anything will have to pay 250 thousand; plus last year's stalls have been ready for spring goods, according to the minimum 5000 pieces of stock, at least 50 yuan per item cost, the cost of goods also need 250 thousand.

The final conclusion is that a small 10 square meter small mouth in Guangzhou will lose at least about 500000 a month. Similarly, despite the fact that the rent on the surface is not as high as the thirteen lines in Sijiqing, the entry fees, transfer fees and other projects that have been customary have almost levelled the gap in Guangzhou.

Maya finally concluded that more and more factories and stalls will be transformed live.

Live broadcast is not new to the stalls owners: almost two years ago, almost any anchor, carrying a cell phone to the stall, could make the clothes purchased on the bottom of the feet pile up into hills. A lot of stall owners started their own live broadcast after co operating with the anchor.

Direct seeding may be a part of the boss of the market, but admits that those who are in a hurry to rush in this season will have to shoulder more responsibility.

One of the problems that can be solved urgently in stall live broadcast is the clearance of seasonal products. Some stall owners said, "the price of the seasonal products sold in live broadcast is often higher than that of the offline products we deal with online, but people on the line will feel that they have taken a big advantage."

At stalls, many of the poorly designed stocks are often bought by catty, and the final destination is the next material.

In February 18th, 1688 announced that stalls and factories could be broadcast live without any threshold. In the past, the live broadcast of some stalls owners used for clearing tail goods has been upgraded to almost all stalls of spring export this year. Accustomed to using other home to broadcast some stalls of the tail cargo, after the explosion of the warehouse this year, it finally had to start selling itself.

Two years after the two years' transformation from the maternity dress in the stalls, she made a husband and wife file with her husband who left her from the seven wolves, playing the live broadcast. In the live broadcast, Xiao Gu is responsible for sensationalism, and Xiao Gu's husband is responsible for introducing "scientific" information such as fabric and washing. During the epidemic, the couple spent thousands of live on their homes.

In the view of Xiao Gu, the buyers of the 1688 live broadcast are mainly small B. After the arrival of clothing, there is a cycle of re shipment without serious quality problems, and the rate of return is low. Even C buyers usually agree more about the price performance ratio of 1688 products.

Xiao Gu likes to interact with fans. She often spends half an hour to forty minutes to introduce a double faced coat. The general time is to answer questions on the public screen. In other live rooms, the time to introduce a dress is often controlled within 10 minutes. But Xiao Gu still feels that the efficiency of her live broadcast has not been completely released. She asked the billion power to help ask 1688, can we launch an interactive function such as Mai and so on, so that we can communicate with fans more efficiently.

What is the function of wheat? We are not entertainment anchors. " The old season of the shell garment factory is hard to understand the role of live interaction. In his opinion, the stickiness of fans is the concern of the C live broadcasting platform.

"It's easy to succeed in 1688." The old season is a little excited. "Or your success is easy to copy, so you can easily fail." Old season said he believed in the role of live broadcast, because live broadcast is a window, so that people can see his family's money, see the fabric of the clothes, see his warehouse, see the process of packing and packing...... And he did all that he could see as well as possible.

"If you see what I buy, I will buy it. Business is business. Do I sell goods to become idols?" The old season admitted that wine was also afraid of deep alley, so his logic was to make the merchandise continuously exposed through live broadcast and to provide good products continuously.

The aroma of wine is always believed in the old season.

03 new tools bring new confidence.

As an "old live cannon", Lao Jin is pretty smart in his boss. "Really can not auction off the spring welfare benefits" from the bottom of his hand close to 4000 flat warehouse, more than 60 outstanding employees, nearly 1 hundred million of the water, and up to 72% of the re purchase.

He believes that his customers will continue to come after the outbreak, because his strategic base is always the product, but the strategic focus is always human.

Business is business, and trust in business comes from the trust of people. The trust of Lao Jin's harvest came from live broadcast. The live experience of Taobao and mogujie.com made him face up to 1688 of the wholesale customers, and he knew how to live through the live broadcast to make people feel his sincerity.

Lao Jin said that many people began to ask him to do the live broadcast skills this year, because everyone suddenly found that most of the live broadcast in the market did a "break even" in the critical period.

"I opened 6 stalls last year, and I'm going to cut more than 3 this year." Lao Jin's strategy this year is to voluntarily abandon the offline market and fully transfer the line. The 1688 live broadcast will be his first battleground. Besides his own supply chain, he will gradually open more opportunities to bring goods to the 1688 edition of "Wei Ya".

With the opening of public live broadcast, there are more and more stalls for Lao Jin to help bring goods. Many stalls are lack of a structured out of order system, resulting in the data in old gold system can not be digitally matched to these stalls. "This is really the two world. I use live broadcast to sell them, and there are notes to record order information."

This is the worry of optimistic old gold.

As employees gradually returned to Hangzhou, Xu Shaogang and his Regent dress began to resume live coverage. He began to congratulate himself on putting dozens of samples in his apartment. During the epidemic, many of the anchor's live broadcast of live goods had become a live chat because there were no live goods.

"The style has a great impact on the live broadcast. The amount of live broadcast can account for 20% of all the total." Xu Shaogang is not proud to say that this kind of emotional experience needs the accumulation of long time live broadcast, and most of these dozens of outside the warehouse are so-called "live money".

With these samples, Xu Shaogang began to open the pre-sale in the live broadcast. When the DD member introduced the clothes, he explained the reasons for the delay in delivery and basically got the audience's understanding.

"I want the floating window function, the floating window!" Dudu sauce clothing boss Xiaofang also opened live broadcast, he likes to use the form of announcements to tell the audience some matters needing attention, but only one announcement can be posted in the 1688 live broadcast room. He hoped that the billion power could bring 1688 to the public, adding a notice floating window function to the live broadcast, and multiple tips can be presented in the form of scrolling.

Xiaofang also has a certain backlog of spring clothes. He expects that the stock will have a chance to drop on his hands, so he is ready to start broadcasting almost every day. "I hope there will be at least one burst, and a burst will enable me to break even. At this time, I want to explode money. I have to find opportunities in live broadcast.

A few days before the old season, he went to the Binjiang Park of Alibaba. His shop was slow to complain about the delivery, and carelessly spread to the live broadcast function. The shop couldn't turn on the live broadcast. After the settlement of the problem, the old season was a little bit pleased and walked around the park. He expressed his hope to 1688 billion power that he hoped that the punishment and live broadcast function of the store could be decoupled so that the live broadcast could not be unnecessarily affected by the operation of the shop.

Then he said, I believe everyone can get through this. He is full of confidence.