"Do Not Meet" To Stimulate New Business Opportunities, Brand Clothing Guide Buyers Live Broadcast Goods

On the evening of 24, in a high-end clothing store in Wanda, a live broadcast was launched.

In the live broadcast room, more than 10 salesmen are divided into model group, shopping guide group, customer service group and so on. Online live broadcast sells clothes, and hundreds of netizens are sending small hearts in the live broadcast, ordering hundreds of dollars to dress up for 1000 yuan.

On the evening of 24, this scene took place in a high-end brand clothing store in Wanda Plaza, lake. Although the way of live sales has been adopted by many businesses, there are few such high-end clothing brands. This reporter walked into the live room of the store to show you the story behind the live broadcast.

scene

Models show new products, clothes, hosts, and live atmosphere.

At 19:51 on the 24 th, in a high-end brand clothing store in Wanda Plaza, a live broadcast is being carried out in hot water. Two lights and two mobile phones are set up as a simple live room. A handsome salesperson changes clothes in the shop and poses various kinds of postures to show the new clothes in the shop from all angles. It was not long before a woman saleswoman changed her dress.

At the same time, a male and a female two anchors constantly explain the material and clothing, and praise the handsome and beautiful salesmen. In the process of changing the models, the two anchors shouted to the audience of the live room on the mobile phone lens: "the voice number is V (micro signal), so you can add your own chat with customer service!"

At the cash register in the store, 4 shopping guides have a cell phone, answering various questions of the audience with very fast typing speed. There are also many shop assistants choosing matching clothes for the models. The division of work is very clear.

"A customer has already placed the order," a customer service clerk could not help sharing good news with his colleagues. It is understood that the live broadcast began at 19:30, lasted for more than two hours, and many viewers entered the live room through the jitter City option, and the number of online users was up to more than 1000. It is understood that the brand clothing is high-end, priced hundreds of yuan to 1000 yuan, this is their first attempt to sell live webcast.

Behind the scenes

Live broadening can broaden sales channels and market acceptance needs to be tested.

A person in charge of the high-end brand clothing store told reporters that the live broadcast was organized by the shop assistants to explore new sales models, and the models and anchors were employees in the store. For the live broadcast, they made preparations for two days in advance, selected more than 20 sets of clothes, and rehearsed them.

In order to make the live broadcast work smoothly, the shop assistants also divided themselves into a model group, a shopping guide group, a customer service team, and so on. A total of more than 10 people participated. Customers can send orders to WeChat customer service through merchandise screenshots. The person in charge told reporters that as long as they did not affect the two sale of clothes, they could support the replacement service.

What is the prospect of direct sale of high-end brand stores? Insiders say that live goods are common in clothing sales, but it is relatively rare for medium and high-end brand clothing stores to broadcast live goods. This is a useful exploration and is conducive to the establishment of a wider sales channel. However, the price of clothing sold by high-end brands is higher, and the acceptance level of users needs to be tested by the market.

In addition, the industry suggested that live sales should be guaranteed through third party platforms, giving businesses and customers more protection.