Facing Challenges Directly: Clothing Boss Live With Goods

On the evening of 23, in the 16 floor of A3 building, Pearl River textile building, lighting debugging, signal testing, anchors makeup... More than a dozen people are busy preparing to start broadcasting. This live broadcast is different from the past -- for on-site guidance of the wholesale live broadcast platform staff. The picture shows the live broadcast of this dress.

Li Zhixin, 32, is the manager of the electricity Department of Guangzhou Ben Yan Clothing Co. Ltd. in 2013, he gave up the work of state-owned enterprises and joined his brother's company. An epidemic has forced the transformation of garment enterprises. Li Zhixin is also one of the thousands of live broadcast industries. The picture shows Li Zhixin discussing with his colleagues.

According to the data of Guangdong clothing and apparel industry association, Guangdong is one of the top provinces of China's clothing industry. The clothing industry is one of the nine pillar industries. Guangdong's clothing output accounts for 1/4 of the whole country.

Affected by the epidemic, garment enterprises are faced with many difficulties, such as poor supply and marketing, overstock, tight funds and so on. According to the clothing and apparel industry association of Guangdong Province, as of early March, the recovery rate of large and medium-sized garment enterprises exceeded 85%, and the rate of resumption of small garment enterprises was only 56.8%. Li Zhi said: "if we don't return to work, we will die." The picture shows Li Zhixin's discussion with the anchor.

Because of the epidemic, nearly fifty thousand items of clothing prepared before the Spring Festival have become a heavy burden. "Live broadcasting is the industry situation. We started late, but we had to do it." In early April, Li Zhixin's live broadcast team was launched. The picture shows that the anchor is making up before the live broadcast.

Cross border transformation must have the courage and ability to take risks. He described himself as "crossing the river by feeling the stones". "Some things don't cost money. We don't understand the live broadcasting industry. Since 2019, we have invited photographers, cameraman, choreographer, later stage, anchors and so on, and spent 830 thousand of the time. Li Zhi said. The picture shows the crew's live announcement on the platform.

As a fast fashion women's clothing company for wholesale, the dress is still mainly selling stalls. "In the early April, the live broadcast was started. Now the live broadcast has solved some of the backlog goods, but the profit is not optimistic. But on the one hand, it is testing water, and on the other hand, it is convenient for the customers from other provinces to get the goods." Li Zhi said. The picture shows the platform professional teacher communicating with Li Zhixin.

Li Zhixin introduced that a live broadcast is usually three to four hours, and the anchor will show forty or fifty clothes, and the intensity of live broadcast is not small. The picture shows the clothes to be displayed by the anchor in the live broadcast.

In addition to carrying goods, you can pay for the live broadcast. "We design about 200 items a month. We can adjust the production plan for the first time through the feedback from the fans. Comparing with the stalls, we have a lot of compression in the process and time. This is a big advantage for the clothing industry to bring live goods." The picture shows the host's characteristics in the live broadcast.

During the epidemic, Guangzhou launched 15 measures to reduce the rent of small and medium enterprises and individual industrial and commercial businesses operated by commercial entities in the whole city. Guangzhou white horse clothing market, Hong Kong International Fashion City and new China mansion and other market operators have issued preferential policies for reducing rent. The picture shows the anchors finishing their clothes.

Business live with goods to survive, this is self-help, but also the development direction of the clothing industry. In the "10 million" policy planned by Guangzhou Commerce Bureau, it is proposed to cultivate 10000 people with goods to help Guangzhou build the country's famous "direct seeding electricity supplier capital". Thirteen streets in Guangzhou are crowded.

There are always opportunities in danger. In the face of the challenges brought by the epidemic, the Guangdong clothing and Apparel Association is in the right direction. On line, the WeChat Mini program, which is free to link up the online sales channels of the garment enterprises, has been online more than 300 representative clothing brands in Guangdong. Tens of millions of "Li Zhixin" also choose to swim upstream in the face of difficulties. As soon as the live broadcast was over, the building went to power failure. In the dark, Li Zhixin and his colleagues were still using the weak mobile phone to summarize the new problems in the live broadcast. The glimmering in the dark is hope. (photo / Li Xiang Bowen / Li Xingzi)