Wei Ya Became Famous In The First World War. "The First Floor Of The Live Broadcast Of Electric Business" Is Now Crowded.

Two years ago, Shen Songying, a more than 40 year old landlady, must have imagined that business could still do so.

After 15 years of leather business, Shen Songying spent 2 million 990 thousand times on a 60 square meter shop in Haining, Zhejiang, China's Leather City (hereinafter referred to as "Haining leather city"). The stalls in prime locations are always priced free because of the high volume of traffic.

At that time, it was hard for her to imagine that business could be done without anyone under the line.

Now, everything is a reality.

Since the outbreak of the epidemic, the leather market in Haining has dropped sharply, but Shen Songying's stalls, even though the door is closed, there are no people under the line, and they can sell 500-1000 pieces every day.

The reason is all live broadcast. In the Taobao live room, Shen Songying incarnate "COCO Shen Tai", live more than 5 hours a day, the highest when there are over 30 thousand people watching, conservative estimate, daily water 250 thousand -50 million.

Haining leather city has a long history of direct seeding. First reported, Wei Ya in October 10, 2017, a fur live broadcast cut 70 million sales, "one night earn the next suite", since then, became famous. At that time, Wei Ya went to Haining leather city to pick up the goods many times, and only 1 million 560 thousand of Taobao live fans, less than the current 1/10.

Three years ago, a group of "Shen Songying" people in Haining leather city were growing up to be the "Queen of goods" in Haining.

In April 7th, the Alibaba and the Zhejiang provincial government signed the "spring thunder plan" to establish 100 industrial live bases in Zhejiang, and Haining leather city is at the forefront.

Up to now, there are 12 thousand Taobao accounts (one merchant has multiple accounts) and more than 6000 stalls supporting live broadcast in the Haining leather city's 12 thousand businesses.

Haining Leather City, 26 years old, decided to change its way of playing.

"The first thing to get back to work is to sell it live from Taobao."

Haining Leather City F is the gathering place of live merchants. At four or five p.m. every day, every courier company's brother rushed into the market to collect goods, and the car was rolled up into hills and rolled across the stalls.

This is the most busy day in Leather City in Haining today.

Haining leather city has been resumed since February 24th, but compared with previous years, the flow of people has dropped sharply.

Shen Songying used three "less" companies in a row: "basically, 80% of the shops are closed down, and merchants started to open in early April, but there are very few customers who actually sell to stores."

Compared with the cold and cheerless line, Shen Songying's online business has never been broken.

Since February 11th, Shen Songying's Taobao live studio has basically broadcasts every day. The number of people watching the Games is 10 thousand bottoming, and the highest time is over 35 thousand. Now, her daily sales volume is stable between 500-1000 pieces, and the price of fur is high. Even if the price is calculated at 500 yuan, the daily running water is between 250 thousand -50 yuan.

Affected by the epidemic, the opening hours of Haining Leather City, which were originally "not closed during the Spring Festival", were 1 months longer than usual.

If it wasn't for live broadcast, the goods prepared by Shen Ruihong of Haining leather city were still in the warehouse. Now, she has only 2000 stocks left, and the live room sells at least hundreds of items every day. The new spring and summer match is sold with the old fashioned winter clothes, and it is expected to be digested in two months. And in previous years, these winter funds may become dead stocks, and only wait until second years to find ways to digest them.

Shen Ruihong joined the live broadcast in the second half of 2018, when he sold more than 70 thousand furs through the live room, and by October 2019, the number of live broadcast providers reached tens of millions. Now, Shen Ruihong's live account "Feifei KING" has 224 thousand and 300 fans.

In the leather city of Haining, many merchants also moved their businesses to the Taobao studio.

"Since the beginning of this year, the first single business of many businesses may have been sold through Taobao live." Yu Wanwan, deputy general manager of Haining China Leather City Network Technology Co., Ltd., said that there were about more than 6000 merchants in Haining leather city. Only two hundred or three hundred merchants responded to the live broadcast in 2018. By this year, more than 1400 supporting stalls have been broadcast live.

In February 10th, Taobao live announced that the "0 threshold" of merchants under the line was stationed. For a time, Zhejiang, Haining, Yiwu, Hangzhou Sijiqing and other places, a large number of wholesale stalls merchants are flooding into Taobao live room. "We see from the backstage that there are quite a lot of merchants who are stationed in stalls and live in business every day, which are several times or even dozens of times higher than those we did before. Taobao broadcast industry leader, He Nan said.

The "C2M" in the live room.

In the wholesale market, many businesses are former stores and factories. Direct seeding has not only changed the way of selling goods in Haining Leather City, but also changed the way they do business.

Shen Ruihong built his own factory in 2016, when design and printing were all based on his own aesthetics or from overseas. Sometimes, the style is not popular, so it is stacked up in inventory. It is hard to get a burst of money, but it does not appear to be out of stock in time. All that is lost is money.

After the live broadcast of Taobao, fans' demand, sales data and after-sale feedback became the basis of Shen Ruihong's factory's clothing design and research and development.

Data guide production has a significant effect - inventory is reduced. In the past, they were spot ready for sale, while Taobao live rooms could be "pre sold" for 7-15 days. Shen Ruihong has his own factory, production is not a problem at all, according to the production of front-end orders, making one, selling one, basically can achieve zero inventory.

Since then, Shen Ruihong's factory has entered a small batch and quick iteration mode, doubling its annual speed. "Before the Taobao live broadcast, basically made about 100 per year, now it is more than three hundred and four hundred."

He Nan introduced that Taobao broadcast provided many data tools for merchants. At the end of each live broadcast, data will be displayed on the page, including the number of viewers, the number of new fans, and the turnover. All actions can be traced back.

Big data is hidden in the business of red hot password, smart Haining leather city businessmen smell sharp, can always find business opportunities.

That's Shen Songying. She often wears a leather skirt on the live broadcast, which is not intended for sale. Unexpectedly, fans have asked for a dress link every day for a week. So she decided to find a factory to customize it. It only took 15 days to find raw materials, print and produce. When the leather skirt is on the rack, it can basically sell 80-100 pieces per day.

After testing, Shen Songying also found that the same commodity, if the package quality is good, packaged beautifully, the return rate will drop 10%-20%.

"First floor of live broadcast of electronic commerce"

No matter Shen Songying or Shen Ruihong, they were the first batch of merchants to test the water in Haining leather city. At first, they were just a team of grass roots, and fought alone. Now they have set up a dedicated live team, decorating the live room, moving from the wilderness to the professional, from extensive to fine operation.

Founded in 1994, Haining leather city has been the largest leather professional market in China after more than 20 years of development. For the 26 year old leather city in Haining, embracing direct seeding is the only way to go.

In 2019, Haining leather city's revenue was 1 billion 410 million, and its net profit attributable to shareholders was 280 million, down 17.03% and 23.31%, respectively. Rent accounted for the largest income in Haining Leather City, accounting for 1 billion in 2019, accounting for more than 70%.

Haining leather city has repeatedly mentioned the risk of online transaction diversion in its earnings report. A few years ago, many electricity supplier sellers came from Haining Leather City, but now, as the scale of online transactions increases, the wholesale market is coming directly from factories. The market share of Haining leather city is eaten up.

In 2019, Haining leather city specialized in building a F block to build the "electricity supplier supply (live broadcast) center", with a total construction area of 77 thousand square meters, a total of 7 floors, the main unit shop 80-120 square meters, and 70 shops on each floor. We plan to introduce clothing business providers, suppliers, MCN institutions, etc., while supporting photography, training and other service agencies.

Responsible for Haining Leather City F block investment staff told reporters that Haining leather city is now developing policies, plans to reduce rent and other measures to attract excellent MCN institutions, supply chain enterprises stationed in F block. The policy has not yet been released, but the applicants have already queued up.

Yu Wanwan disclosed that at present, there are more than 160 supply chain merchants in the leather city of Haining, and more than 30 agency anchors. In the next 2-3 years, we plan to expand the electronic commerce supply (live broadcast) center to about 200000 square meters, and set up an e-commerce direct seeding industry incubation fund to recruit more institutional anchors to the whole country.

By then, the F block of Haining leather city may become the real "first floor of the live broadcast of electric business".