Guangzhou Clothing Wholesale Market

In araapm clothing wholesale market next to Guangzhou railway station, a row of tripods stand in front of a stall, and mobile phones with power bank are placed on the shelf at random, surrounded by nearly 50 "walkers" who come to "rub" the traffic. In the middle of the crowd, the webcast anchor invited by the stall opened his voice, and the live broadcast with goods began.

On September 25, Guangzhou araapm clothing wholesale market, live with goods in full swing.

On September 25th, in Guangzhou araapm clothing wholesale market, online celebrities invited by stall stores carried goods live in front of many "on the go". The live broadcast lasted three hours.

At the beginning of this year, affected by the new crown pneumonia epidemic, the national clothing wholesale markets of all sizes pressed the pause key. Under the predicament, the practitioners of clothing industry have found a new way to participate in the wave of live broadcasting and the fire of live broadcasting with goods, which has also derived a "walking broadcast" mode in the market, which takes the audience shopping while shopping.

Guangzhou, known as an important source of clothing in China, has a large and old clothing wholesale business circle such as Shahe, ShiSanHang and Liuhua. With its rich clothing supply advantages, Guangzhou has become a gathering place for the anchors and broadcasters.

Internet celebrity anchor and "on the go"

Most of the Internet Celebrities broadcast by "rub" have their own brand management or cooperation.

Thirteen lines of clothing wholesale market, a South Korean network red anchor was originally a partner of a file. She often took the video recorded in the store in 2019 to bring her to the store to compete for goods. During this year's epidemic, she not only reversed the loss of stalls, but also doubled the sales volume of her own brand. Now that she has her own agent, the team plans to build her into the next via based on the brand needs.

On September 23, the South Korean anchor of an online celebrity in Guangzhou ShiSanHang clothing wholesale market started broadcasting. People who came to "rub" the broadcast gathered around her to shoot "video clips", which was a possible way to realize rapid powder adding. Some of them only do live broadcasting with goods in this stall, with daily sales of over 1000.

However, this kind of network celebrity anchor is very few after all. There are a large number of entrants in the live e-commerce industry, but the resources and benefits of live delivery are mostly concentrated in the head organizations and talents. Most of the rest of the people are still carrying their mobile phones with the power bank plugged in, shuttling between the stalls day after day, assuming their own profits and losses, waiting to be selected by the "algorithm" and sent to the hot spots. They are also known as "gate walkthrough".

In the past, she would buy clothes from Tongkou in Fujian. In the past two years, Bu Tong felt the dividend in the live delivery: "the stores before me sold about 100 pieces of clothes a day, while in the Guangzhou Wanjia clothing wholesale market where I purchased, some anchors could sell thousands of pieces in one night."

It costs more than ten thousand a month to open a shop to pay rent and hire clerks. Affected by the epidemic, the clothing store, which has been doing for nearly 10 years, can't continue to operate. A month ago, she went to Xiamen to live with her son.

With the customer resources saved by the original physical stores, it is a matter of careful consideration to transform to the biggest outlet this year. With ten years of experience in clothing industry, she is confident in picking goods. She can know the origin and scale of the factory by looking at the style, binding and routing of a garment. Selling clothes is her specialty.

Bu Tong firmly believes that there are rules to follow in live broadcasting with goods, and the premise of high sales is that the anchor can "boil" the data. She said she is now in the stage of "cooking" data and pulling time - working an average of 15 hours a day, including 10 hours of live broadcasting. She will choose different time periods and different periods of time to carry out combined live broadcasting every day to explore the "exposure" algorithm of the live broadcast platform. "If you work hard ahead, you will be able to catch up with the younger sisters in the market who sell thousands of orders a day."

On the evening of September 25, Pu Tong analyzed the data of the day in the rental house. This rental house is for daily rent, 60 yuan a day.

Active shop owners and auxiliary live broadcast market

Bu Tongkou, the anchor who sells thousands of goods a day, often patronizes the store of the boss a Yan. After nightfall, the clothing store located in the live broadcasting base of Wanjia clothing wholesale market is still full of lights, and the "stop and go" comes and goes. A Yan in the crowd is petite. She guides the position of the version for the anchors while constantly lowering her head to count the quantity of goods with her mobile phone. If she is free, she will also carry fans and buy water for the anchors, in order to better retain the anchor with large shipment.

On September 27, a Yan, the boss of the stall in Guangzhou Wanjia clothing wholesale market, pushed air conditioning for the anchors in the store.

On September 27, at Guangzhou Wanjia clothing wholesale market, a Yan (first from the right) discussed with the anchor about the clothing pattern and price.

As a boss with the advantage of supply, a Yan has the courage to try new things. As early as early as the beginning of 2019, she began to hire an anchor to carry out live delivery in the store. As the sales volume and return rate did not meet the expectations, she became more and more cautious in choosing the anchor. Later, she found that the most profitable way was to use the anchor to come to her house voluntarily, and any anchor could live in her shop without any employment relationship. Slowly, there appeared the anchor who took 2000 pieces from her store every night, and her store began to tilt from the physical to the online.

In the Baima clothing wholesale market opposite to "araapm", the offline passenger flow has gradually warmed up, and the merchants here have gradually recovered the rhythm of the past. Compared with more than 30% of the merchants who just returned to work in March, there are few merchants in Baima market to adopt this sales mode. "Baima's clothes are priced at a high price, so it's hard to match the sales volume of live with goods in stores." This is also the concern of many merchants: lowering the price may increase the sales of live with goods, but it will squeeze the profit space of merchants, and may also disrupt the market positioning of start-up brands.

As a supplement to the tuyere period, Baima clothing wholesale market community operation Department has set up a team specially responsible for live broadcasting to provide "live broadcast" service for merchants who do not do live broadcast. Every Monday to Friday, it will be broadcast at 10 a.m. on time, and one will be changed one day to promote excellent brands and products in the market.

With the help of policy, the anchor still needs to be down-to-earth

With more and more people from all walks of life all over the country join the army of live broadcasting with goods, Guangzhou has also put forward a number of new policies: to build an e-commerce capital, to establish the first live e-commerce think tank in China, and to launch the "2020 Guangzhou live broadcasting with goods year"

On September 26, in Guangzhou Wanjia clothing wholesale market, the anchors discussed the live broadcast experience in their spare time.

Half a year later, the upsurge of carrying goods has receded slightly. The online "cake" is not as big as you think. Many stalls have returned to the entity, and the anchorperson has returned to rationality. They have found that no matter how crazy the online business is, it can't do without relying on the gradually recovering wholesale market offline.

Many market stalls have changed from opening files in the daytime and closing files at night to under the white antenna and online at night.

And the head, waist, tail of each layer of anchor, continue to toss in the clothing wholesale market in Guangzhou, day after day, this is a need to down-to-earth occupation.