Turn Over By Direct Seeding! Is The Spring Of Clothing Enterprises Coming?

Live two hours sales are nearly 300 million.

"Oh, buy GA, buy it!" "Oh, God, what color is this?" "Wow, that's beautiful!" I believe that many of these girls have already made up the picture of Li Jiaqi's "brainwashing" sales promotion. From the L'OREAL counter makeup artist with less than five thousand monthly salary to the Internet red tape owner with an annual income of over ten million, Li Jiaqi spent two years. He is also the world record holder for Guinness: he sells 15000 Lipsticks in 5 minutes.

The female anchor "Wei Ya viya" is another big God in Taobao's live broadcast. Last year, "double 11", and two hours after the launch, the sales volume of her live broadcast reached 267 million yuan, and the total live broadcast sales exceeded 300 million yuan a day. The average number of live viewers per broadcast live up to 2 million 300 thousand. The ability to carry cargo is even equivalent to a two or three line star.

Data show that in 2018, Taobao live platform with more than 100 billion yuan, an increase of nearly 400% over the same period; 81 live broadcast grew up over 100 million, each live room is equal to a successful enterprise; 5 agencies led the transaction broken 1 billion; consumer single year consumption records broken tens of millions, is the daily purchase of ten thousand yuan tyrant. In just over 2 years, Taobao's live broadcast has started from scratch and has achieved 100 billion scale, and it will drive the 500 billion scale transaction in the next three years. In order to serve this rapidly rising industry, there are more than 600 online incubator incubators in the Taobao live broadcasting platform, most of which are located in Hangzhou. At the same time, a larger "live economy" is taking shape.

According to the "6.18" electricity supplier big report released by QuestMobile in 2019, the number of users of live online shopping users is longer than that of mobile Internet providers, and nearly 8 of live online shopping users are at a high level of consumption.

Data show that the live broadcast of Taobao live is about 800~1000 million. The number of anchors broadcast every day is about 40 thousand, and the live broadcast of Taobao has sold 100 billion GMV a year.

Live goods bring the factory to spring.

Live selling is changing the way and trend of the e-commerce platform. The factory is directly connected with the electronic business platform, and it is getting closer and closer to become a trend. From this perspective, the factory electricity supplier may usher in a new outbreak.

In the past, in the C2M and ODM mode, although the factory brand could be customized for the electronic business platform, there was no traffic flow and no strong way to carry goods.

When the live mode is combined with the factory's electronic business platform, the factory connects directly with the consumers. Through the net red live front-end data, the factory can know the specific needs of consumers. For example, a clothing factory upstream, a style of clothing may produce thousands or tens of thousands of pieces, from the selection of materials, design patterns, proofing, scheduling, production, docking electronic business platform, you can get a series of consumer data. It can improve the scheme according to the consumption data, make the product more suitable for the size of consumers, closer to the needs of consumers, more accurately predict the number of orders, thereby reducing the overall cost.

It can be said that the outbreak of net red live with goods has just solved the pain points and short boards at this level. The biggest competitiveness of net red anchor selling is price competitiveness. It will emphasize that "lowest price" and factory price can guarantee small profits but quick turnover, and raise sales volume to a certain magnitude to automatically improve the natural search ranking of brand manufacturers in Taobao, thus bringing higher repurchase rate.

Counter attack path of a cashmere garment factory in Zhejiang

From debt to 15 million

Bankruptcy and entrepreneurship, short video save a business

Hongling, the founder of Hongye cashmere, is more than 30 years old and has a high school education. He entered the clothing industry in 2010. As a typical small boss of manufacturing industry, he embarked on the path of rash advance. In 2015, because of blind expansion, the company went bankrupt, and Hong Ling also carried millions of debts.

In order to repay debts, he set foot on the road of entrepreneurship in 2016 alone, but both the offline channels and the traditional electronic business platform were all mediocre. In October 2018, at a party, many people chatted and chatted. He knew that the original voice had become a national short video software, and almost all young people were using it. So he downloaded the jitter and brushed something.

One night, Hong Ling sent a video about cashmere on his way to bed before he went to bed. Unexpectedly, there were many people who wrote messages at the bottom of the second days how to buy them, and even some of them gave him a personal letter to pay. This made him realize that short video live broadcasting is becoming the outlet for manufacturing industry. "This can be done!"

So he immediately picked two young employees to learn to shake his voice, and also opened business certification. With a video of cashmere and costumes on hand, the sound of "Hongye cashmere Hongling" is burning. From November 2018 to now, he has sent more than 230 videos in 13 months, averaging 11 thousand points per point, bringing about 500000 fans.

Behind the fans' praise is actually the influence of Hongye cashmere by shaking. The sound of shaking is not only so simple as the brand communication, but more importantly, when the live broadcast is combined with the electricity supplier, it suddenly burst into huge commercial value. Because a large number of people after watching the live broadcast, will click on the link directly to buy, than the store and traditional electricity supplier conversion rate is much higher. For 1 years and 1 months, Hong Ling achieved 15 million of sales and lost millions of debts in one fell swoop.

The successful way of Hongye cashmere

Many traditional manufacturing bosses have irreversible cognitive limitations. The reason why they reject the Internet is that they think the Internet is too difficult for them to become Internet "abandoned children". Actually, it is not difficult to do well in the Internet. It is much easier than the manufacturing industry itself. So how does Hong Ling do the short video?

The first is to pay attention to content. The content is always right everywhere.

As we all know, jitter is the content platform of short video. In essence, the marketing of voice is marketing. In order to make more attractive video content, Hong Ling has invested in a full-time team of 5 people, directing, photographing, copywriting, editing and operating. In his own words, "do not do it, or do it wholeheartedly and play the bullet in one direction."

In 13 months, more than 230 videos were sent to ensure that all the articles were boutique. Where did these contents come from? Hong Ling adopted a "stupid method": manually searching the topic of the cashmere industry on the Internet to see what keyword search index is higher, indicating that people are most concerned about this problem. He has just started to list 100 questions, which are popular with these questions.

After a period of operation, Hong Ling has created two fixed sections: Cashmere wear and sharing and cashmere science knowledge. The first is to introduce how to dress better, and show the actual matching of models. The second introduction of knowledge and common sense of cashmere products is his own way of speaking. The video of these two sections has been broadcast 100 million times, and the logic behind it is Hong Ling's ultimate pursuit of content.

Second: seize every opportunity to communicate with fans to improve conversion rate.

As a deep vibrato user, Hong Ling often said that "the boss does not watch the jitter, not the sound of jitter, and does not know how to shake his voice. How can he make money from the jitter?" in 2019, he sold eleven pairs of clothes and sold about 400000 of them one night, and his colleagues joked that he was a "male version of Wei Ya".

When Hong Ling summed up his ability to carry goods, he said the most is to maintain interaction with fans. He will respond to hundreds of thousands of comments in each shake. If someone takes big data analysis, then he will find that the two most common words in Hong Ling's commentary are: private letters. Because whenever people want to buy products, they respond to users: private letters. Many people may find it difficult to reply to each item, but in fact, it is this kind of "patience" that makes Hong Ling's user conversion rate several times higher than that of his peers.

"You have to cherish every user, so that users can give you more than you can imagine." Hong Ling said: "there are many tools to manage users in the background of jitter enterprise, automatic reply, custom menu, comment management, user tag waiting, depending on whether you can dig the value inside."

Third: good service to retain users.

Hongye cashmere has a nickname in the customer's mouth, called "the sea bottom salvage of the clothing industry", at this time Hongling is most proud of the king without crown. He has worked hard in his service.

The whole industry is the first to do 30 days without any reason to send back the mail, and it is a two-way mail. It promises that clothes are in the end, clothes repair, maintenance, and maintenance are all free.

...

This kind of service to the bottom of the sea makes Hongye cashmere more than 93% repurchase rate, that is to say, when customers buy here once, they basically can not get away from Hongling. From content to interaction, and then to service, Hong Ling explored a road for manufacturing to win the short video of jitter, and set a model for the following peers: manufacturing industry embracing the Internet and short video is not difficult, but it is difficult for entrepreneurs to reverse their thinking.

From Hong Ling to see why manufacturing industry chooses to vibrate.

Hong Ling is just one of the numerous entrepreneurs who have succeeded in shaking their voices. Through this phenomenon, we find a strange logic: the manufacturing industry is perfectly matched with genes and jitter.

We all know that manufacturing is related to clothing, food, housing and travel, and is closely related to everyone's life. Therefore, the content produced by the owners of the studio is warmly welcomed by the users, and then becomes the industry opinion leader of the platform. In the process, there is a trust relationship between the anchors and fans. What is the use of this trust relationship? To be frank, it is the basis and tie for carrying goods, whether Li Jiaqi or verya is essentially a fan who believes that this person will buy him something.

What did you find? The manufacturing voice of trembling voice has an innate advantage of bringing goods. On the one hand, the content they produce is popular and won the trust of their fans. On the other hand, they have an incomparable channel as the producer of goods, which is far superior to Li Jiaqi and Vic.

There are more than 320 million active users in the jitter. The short video content of the manufacturing industry is infinitely magnified when facing the 320 million Chinese. For example, Hong Ling had just taken a production video of a clothing shop at random, and was seen by tens of thousands of fans. At the same time, many fans bought the demand, which is the commercial value of shaking the tape to the manufacturing industry.

After 20 years of development of traditional electricity providers, the bonus period has hit the ceiling, and the flow fee is becoming more and more expensive. It is an indisputable fact that this is the Red Sea for the late manufacturing industry. And because of its special intelligence recommendation mode, traffic flow is very cheap. For Hong Ling, his 100 million playback volume is almost free. Of course, I mean "almost" and he still has input costs.

Hong Ling gave us an account. The average cost of his 5 party team was 40 thousand yuan per month, that is to say, he spent 500 thousand / year invested in creating a 15 million annual sales volume, and the input and output ratio was very amazing. Compared with the traditional e-commerce platform, the cost of a single passenger is hundreds of hundreds of dollars, and the cost of Hong Ling is only tens of dollars, which is undoubtedly a draught for the manufacturing industry without background. "Only the cost of acquiring customers is lower than that of your gross profit, so you have the possibility of making money. Many enterprises are too expensive to get the money and burn it to the end."

With the rise of short video platforms such as jitter, the manufacturing industry, which has been far from the Internet, has finally ushered in the turning point of the curve overtaking. With the progress of the times, the manufacturing industry can no longer stick to traditional thinking and keep pace with the trend of the wind. In the past, manufacturing relies on electricity. In the future, it relies on data and traffic, relying on young people to capture young people. "For the Chinese manufacturing industry, the future is coming, waiting for everyone to turn around and overtake!" said Hong Ling.

During the epidemic prevention and control period, it rose 2 million 700 thousand.

Live with 37 thousand goods, monthly sales of about 10000000!

Since mid January, a total of 37 thousand clothes have been sold by women's clothing stores, with a monthly sales volume of about 10000000. Now, the inventory of the spring stock that had been prepared before was sold out. He was worried about not selling it.

In March 27th, anchors Ru Jie was interacting with consumers in an industrial park in Baiyun, Guangzhou. Source: a line of studios

The key to this "counter attack" is to deliver live goods. During the epidemic prevention and control period, Li Jiwang's shop was broadcast live 24 hours without interruption. At the same time, relying on the Guangzhou garment industry belt, we established a live broadcast base including R & D, design and production, attracting large numbers of customers by cost-effective and fashionable styles. Li Jiwang is one of the businessmen who visited Guangdong's special industrial belt in Nandu. It is understood that in March this year, in order to help the industry to bring the enterprises back to work and resume production, to nurture and expand the housing economy, after the Dalang and Humen in Dongguan, Nandu jointly opened up a special live broadcast of Guangzhou women's wear to help businesses bring goods to the industry.

At the beginning of this year, under the situation that the online channel suffered heavy losses, the live broadcast goods pressed the "fast forward key", the different industries flooded the live broadcast room, opened the people to take the goods craze. On the occasion of resumption of work and resumption of production, direct seeding is also the focus of the government's attention. Guangzhou has recently promulgated the "Guangzhou direct seeding electricity supplier development action plan" (2020-2022 years) to create the country's famous live electronic business capital.

In the eyes of many people in the industry, live broadcast of the fire, the commercial and industrial development of Guangzhou announced this time to support direct seeding electricity providers, hatching influential MCN institutions, the head with goods, etc., on the basis of abundant resources, supply chain integrity and so on, improve the city live broadcast ecology, intends to fill short board, seize the direct broadcast with goods outlet.

During the epidemic prevention and control period, 2 million 700 thousand of live powder and 37 thousand pieces of live goods.

Li Jiwang, who is familiar with broadcasting and considered to be a MCN organization, has always wanted to seize the draught and make a representative live shop on the electronic business platform. "The draught of other platforms has not been caught. It will be a great opportunity to have a live investment promotion meeting in early January this year. We feel that the opportunity has come and we must seize the first dividend of the new platform.

Without the new mode of live selling, Li Jiwang might have given up doing business. As early as the end of 2014, he went back to Qinghe old town in Hebei to start his own business. Relying on the advantages of the local cashmere industrial belt, he opened 10 shops on many platforms and made his own brand in just 5 years.

The more the store opens, the sales volume is even up to 100 billion yuan, and the profit rate is going downhill. In his view, e-commerce platform selling clothes, inventory and cost is particularly important. Traffic is becoming more and more expensive. The main reason for the decrease or even disappearance of profits is the high cost of pulling new products and acquiring customers. However, after the live broadcast, the situation improved and profits began to rise. When the new e-commerce platform is more and more live online, he presells that the opportunity has come.

After more than half a year's research, Li Jiwang settled in a lot in early January this year. The first trial was broadcast in January 13th. In his live shop, besides cashmere coats, the category extends to the spring and summer festival, mainly based on high quality fabrics such as silk and acetic acid, and the unit price is 300 yuan.

In order to make a difference with similar shops, he decided to broadcast live 24 hours a day before the Spring Festival, and 6 homemade hosts took turns online. At the same time, Li Jiwang set up a multi project team of more than 30 people to stay and work during the Spring Festival.

More than half a month after the live broadcast, the new crown pneumonia epidemic hit. People are bored at home and online channels are even more important. Anchors continue to switch live broadcasts in hostels or three anchors in Hebei, Shanxi and Guangzhou. He observed that sales had been affected, but driven by live broadcast, consumers still need to buy clothes. Wait until the beginning of seven, emergency switch to SF to start shipment.

Li Jiwang told reporters in Nandu that there are many free recommendation places, based on social sharing and relationship chain. There are many kinds of play in live broadcast. Once every half an hour to one hour, a red envelope is issued. The most frequent is red envelopes more than 10000 times a day.

He counted out the red packets plus social sharing, and the conversion rate was good. Since mid January, 37 thousand women's garments have been sold. It is worth noting that the cost of receiving a single fan in the studio is only 1/10 of the other platforms. Meanwhile, the number of shop fans has increased from 0 to about 2700000, and the number of fans in one field has reached about 3000000. At present, the inventory of the spring stock sold out before the year has been sold out, and Li Jiwang is only worried about selling it out of stock.

Li Jiwang, who is the head of a shop, is picking goods with the anchor. Source: a line of studios

Build a live broadcast base. The anchor sells about 7000000 yuan a month.

The second venture, Li Jiwang came to the upper and lower reaches of the clothing industry chain integrity, spring and summer led the national trend of Guangzhou. He copied the mode of live broadcast base in Hebei, and set up a more than 3000 square meter live broadcast base in an industrial park in Baiyun District, Guangzhou.

Reporters from Nandu saw 20 live rooms in the live broadcast base. In a large number of live rooms, Li Jiwang's home grown female anchor of cocoa in 1999 was busy confirming the composition of trousers with operators. About half an hour later, she will take the side and shout, "sisters, this is our family's exploding money" female anchor red.

"The whole company has 26 anchors. We tried to broadcast live by the end of 2017. It was my wife who sowed, without professional photographers and training. Li Jiwang told reporters in Nandu that at present, the old people are bringing new people, training communication and making odd skills. Now, there are 6 live broadcasts from 7 a.m. to 1 a.m. the next day.

From 7 to 10 in the morning and 11 in the evening to 1 in the next day, it is the peak. In an interview with reporters in Nandu, she said she would broadcast 4 hours a day, at least 20 clothes. During the epidemic prevention and control period, it took about 7000000 yuan a month and the highest monthly income reached about 200000 yuan.

Ryu, who sells clothes and has run a beauty salon, also wants to catch the draught of live broadcast. Today, the annual income of live goods is three times that of the line. She is also responsible for training more than 10 newcomers in the company, and a new anchor in the studio is at the highest monthly income of more than 50 thousand, and the income is nearly ten times higher than that of the offline.

"Buckle 1 is effortless, save money and beautiful. If you want the baby to deduct 1, the number of people will be more than a second, a large amount of coupons will be issued. Nandu journalists have observed that anchors are proficient in introducing products in accordance with the procedures of greeting, displaying clothes, introducing materials, and developing red packets, and always keep an eye on consumers who ask questions about colors and sizes, and keep interacting with them. One side of the field control is accompanied by the anchor rhythm, coupons and links.

It is understood that Li Jiwang, a large number of customers, is a second tier city 30-40 years old white-collar workers, the rate of repeat purchase is high. New three times a week, out of 300 to 500 styles per month. Three days before the launch of the new product, the anchor will get the script ready for operation and memorize the key points and matching skills in advance.

Interaction rate and pull stay are two major indicators of anchors' assessment. The director, Ru Jie, told reporters that the number of users of the platform was large, plus traffic support. The number of people watching the live broadcast was up to hundreds of thousands or even millions, and the anchor should retain potential customers. "After explaining the material, I will ask if my sister likes them, and they will stay in the live room through interaction. Generally speaking, consumers who reply or ask questions have 80% of the order.

It is noteworthy that, in order to help enterprises stabilize orders, they should learn from the Canton Fair, and help industrial clusters to build large online fairs by providing a collective live broadcast exhibition hall, providing flow support. In addition, a lot of relevant responsible persons are introduced. On the platform, "city and county leaders live and farmers sell more" activities. The leaders of cities and counties enter the live broadcast room, landing in Xuwen, Chaozhou and other places. In March 28th, the Suixi county Party committee secretary sold live sweet potatoes on the spot, which was short selling 90 tons of sweet potatoes that day.

In March 18th, Guangzhou Tianhe, an e-commerce anchor, was selling clothes.

Catch up with Hangzhou Guangzhou to build a direct seeding electricity supplier

During the epidemic prevention and control period, live broadcast has been widely popularized, and can enter the era of live broadcasting overnight. Li Jiwang does not think the threshold of live broadcast is low. "Live broadcast is more difficult than electricity supplier operation. Links such as anchors, field control, products, services and so on should not be bad.

After the trend of the epidemic is clear, the sales volume of the shop is increasing. He has begun to pay attention to the live broadcast ecology of the city. "From the present point of view, like us, covering the whole chain is not enough to train its own anchors." Li Jiwang expressed the expectation that the government could support and guide the direct seeding business providers and attract the head anchors and MCN agencies to come to form a driving effect to enhance the exposure rate of quality products.

It is noteworthy that, in order to promote the development of the direct seeding electricity supplier industry, Guangzhou has promulgated 16 measures. It is determined to build 1 batch of direct seeding industrial cluster areas in three years, support 10 head broadcasting agencies, cultivate 100 influential MCN institutions, incubate 1000 net red brands, and cultivate 10000 people with goods, so that Guangzhou can be built as the national well-known live electronic business capital.

Live goods must be the key word of Guangzhou in 2020. "2020 Guangzhou live broadcast year" was launched on the evening of March 30th. Lin Guoqiang, deputy director of Guangzhou Business Bureau, said that Guangzhou adopts the way of "government + Association (Alliance) + electronic commerce platform + anchors (bring goods to reach people) + merchants" to integrate resources from all sides to carry out activities of reproducing, resuming and resuming activities.

Chen Haiquan, director of Guangzhou Asia Pacific E-Commerce Research Institute, Jinan University professor and doctoral tutor, told Nandu reporters that Guangzhou has advantages in goods and supply chain. Take Baiyun District as an example, it has thousands of production enterprises and many wholesale markets. Relying on the professional market and the dominant industries, there are a number of red live broadcasting bases, such as Shijing wholesalers market group, whose products are of high quality and low price, and are quite competitive, attracting a large number of MCN agencies and webcast anchors. At the same time, there were a number of leading broadcasting agencies in the province, such as Simba, Sanda brothers, gravitational waves and so on.

Guangzhou to create a direct seeding electricity supplier also caused concern in the industry. Li Wen, CEO of Guangzhou broadcast studio, saw that during the Spring Festival, the clothing companies that had initially attracted the fans through cheap live stock and low prices were forced to transform, and more and more new products were imported, redesigned and tended to build brands. "Live broadcast ultimately depends on products to guide consumers. Guangzhou, which owns the advantage of goods, is interested in catching up with the direct seeding outlet."

However, many industry insiders say that Guangzhou is still in its early stage compared with Hangzhou, which has a large number of head anchors and well-known MCN institutions. In this regard, Chen Haiquan believes that from the perspective of business operation to think about problems, in addition to the introduction of large MCN institutions, it is necessary to support the corresponding service platform.

In addition, he said that in the long run, the sales mode of net red live broadcast will become mature and become a new sales channel through the mode of "net red + Organization + platform + product supply chain". But ultimately, the competition between products and services is based on the consumer perspective. He suggested that traditional enterprises with certain supply chain capabilities actively embrace the new mode of net live broadcast and cooperate with professional institutions.

The cost of pulling new live rooms is not high. As long as the product has enough cost performance and good quality, the store is easy to get up.

The black swan is the urge for the weak and the strong stone for the strong.

Huang Mingduan said, "if there is no difficulty in any business, everyone can do it. I can overcome difficulties and this business is mine".

The epidemic is like a flash of lightning, which has defeated a number of enterprises, and has also achieved a number of enterprises.

Under pressure, life and death are unknown.

Whether you are shuffled out or grow into the next Super Company often depends on the key decisions at the turning point.

It's time for a new way of life.