Enter The Rhythm Of Double 11 Ahead Of Time, Vow To Start The First Battle Of Big Sale

At 0:00 on November 1, the bell of tmall double 11 rings. Liang you and his team members are too busy to eat. The table is full of Red Bull, barrelled instant noodles and ashtrays full of cigarette butts. His red blooded eyes were staring at the screen, his left hand was tapping the keyboard, and his right hand was holding a cigarette, without any sleepiness.

At this time last year, he and his team were still busy preparing the goods. This year, singles day changed into nunchakus. The first wave of double 11 continued from No.

This is the first time that Liang youtou felt the online smoke of Haining leather city. Different from previous years, this year, the whole Haining leather city went online collectively to participate in the double 11 war.

New helmsman of fur family

Liang you, 26, was born in Wenzhou. His parents are typical Wenzhou businessmen. Relying on the pioneering spirit of hard work and daring to be the first, Liang you does fur business in Wenzhou. Starting from the first fur shop, it expanded a little bit, opened two fur stalls in Haining successively, and has been in the fur circle for nearly 20 years, and has established a strong fur supply chain system and offline business network.

As a child, Liang you didn't like reading, but preferred to listen to his parents and do business. From fabric to craft, then to the design, plate making and style of each fur, he can quickly and skillfully master the sales of leather clothes without special learning.

When he was halfway through the book, Liang you dropped out of school. He entered the society and learned how to sell leather clothes with his brother and sister.

For 20 years, the fur sold by Liangyou family is mink fur. This kind of fur belongs to the fine fur fur fur. It has fine leather board, soft and strong, rich plush and lustrous color. The fur clothing made from it is elegant and elegant, and has been known as "fur in China". Since the Qing Dynasty, this kind of mink has been very popular, which is a symbol of "wealth".

Mink is a kind of precious fur animal, mainly produced in America and Europe. The fur raw materials of these countries account for 60% of the global market. Mink has good thermal insulation and is known as "soft gold". Import a good leather, the price is usually very expensive, coupled with the complicated manufacturing process of leather clothing, an entry-level mink coat costs tens of thousands, and a better one costs 20000 or 30000.

In the past few years, when the fur market was good, many domestic farmers took the opportunity to cultivate fur raw materials artificially, which led to a mixture of good and bad people in the fur industry, fierce competition and oversupply in the market.

In 2015, the total profit of fur industry continued to decline, reaching 83.7 billion yuan. Affected by the environment, the once expensive fur prices are also falling, and the sales of offline leather clothing have been hit again and again. Haining leather city is sparsely populated, and Liang You's parents' fur stalls have entered the "frost period".

Clothes can't be sold, and the shop rent is very high. Liang You's family has been doing fur business for more than 20 years and is facing severe challenges.

At that time, Liang you was 21 years old. After years of wandering in the society, he gradually realized that the family business was in trouble. He flew from Wenzhou to Haining, and proposed to his father that he wanted to transfer offline business to online and take the factory store route with high cost performance.

The idea was rejected by my father.

In the peer's view, "fur coat factory line" is unreasonable, "sell a mink fur is not as high as a normal clothing profit, effort, frivolous."

My father didn't understand, "the family has been selling imported mink coats for 20 years. The price of a piece of fur is very expensive. If we sell it at the factory price, how much profit can be left?"

Liang you insisted on doing the opposite. "Before 2015, a number of businesses began to transform to selling fur online, but most of them still took the high-end route and sold it very expensive, and most consumers were turned away."

Without waiting for his parents' consent, he began to carry out the plan of "Taobao on fur coat".

On the transformation line, he sold furs

First of all, Liang You lowered the profit of a single fur coat and put it on Taobao according to the wholesale price of the factory.

In 2016, he took the store to participate in the double 11 promotion. I didn't expect that after a promotion, 7000 pieces of leather clothes were sold on that day, which was dozens of times of the previous offline year.

After winning the first battle, Liang you won the support of his parents. "Although the factory stores have small profits and high sales, it needs a lot of capital turnover to play this idea."

"The price of a piece of leather is less than 10000 yuan, and a year's preparation is a lot of money." Liang You calculates that only a few merchants can stock up on a batch of leather materials every year. Liang you thinks that the success of "factory store mode" can not be separated from the accumulation of offline business of his parents for more than 20 years.

Secondly, in addition to keeping warm, we should also seek to keep warm. Liang you recruited a large number of e-commerce talents, spent a lot of money to buy Fashion versions, and cooperated with designers. He abandoned the old format and style, and integrated the young and atmospheric design style into the fur. He took fashionable fur pictures and videos, and opened up the market for young people.

Liang you also found that 60% of the mink coats in the shop were bought by the northeast people.

Buying mink is always a paranoia flowing in the blood of northeast people. In the northeast, for a long time, mink was the symbol of identity and status. "If you don't hang a mink in the closet, you're not a northeasterner."

First, mink coats are really warm. Second, over the past few years, the technology of fur coats has become more and more mature. Many mink coats are also very fashionable. They are no longer bulky and bear like. Many young girls who like online shopping in the north will find fashionable and designed minks online and buy two or three pieces at a time. If they don't like them, they can return them.

"It's becoming more and more common for young people to buy fur online." Liang you can clearly see from the background sales data that most fur buyers are post-90s. In order to meet the needs of the post-90s to pursue fashion, Liang you often goes after fashion and buys a large number of designer copyrights.

In Haining Leather City, Liang you is one of the early transformation group. His ideas of online factory shop became popular with the big sales, and many followers followed suit.

Now, Liang you has chosen the main beam alone, and his parents give him full control of the shop. Last year, the annual sales volume of his store was 100 million yuan, which became the transformation benchmark of Haining leather city.

We sell minks in the studio. Double 11 fire

In 2020, the sudden outbreak of the new crown epidemic will bring the fur industry which was originally in transition to the bottom.

As a result of the epidemic, not only the overseas market orders decreased and lost, but also the trade stagnated or slowed down. Import and export and logistics transportation encountered difficulties, so foreign trade orders shrank by at least 80%.

In the early months of the epidemic, Liang you was once trapped in his hometown of Wenzhou. He almost pressed the "pause button" at the offline stall of Haining leather city. There was no flow of people in Haining leather city. "Fortunately, after the Spring Festival, leather clothing sales are off-season, and the workers usually go home."

When the epidemic situation improved, it was almost summer. Like other businesses, Liang you could not stop to welcome the fur peak season and double 11 in the second half of the year.

Liang you rented a stall in the e-commerce supply and live broadcasting center building of Haining leather city. The interior decoration is exquisite and beautiful. There are various kinds of furs, such as young style, grand style and design style There are many styles of fur. Inside, there is a fully equipped studio.

There are few customers in this stall, but there are some Internet celebrities from time to time. They will choose the style they like, then take the goods away in batches and take them home for live stock.

"Double 11 is about to arrive, and the anchorperson rushed to the store one after another to select the items for double 11." Liang you pointed to his fur, "it's all wholesale price, the price is very low, the anchor people come here to pick at will, like to take."

Today, in such a big leather city, although customers are still in twos and threes, merchants are not worried about it. "There are several stalls out there, and now only four are left. In addition to supplying online celebrities, there is only one brand store, one exhibition hall and one online live broadcasting base." Liang said, "this year is still the main attack line."

Although the offline fur business is getting colder and colder this year, there is another scene on the line.

There are four anchors in Liangyou shop. From noon to 8pm every day, the anchors will bring goods in the live room in the stall. One anchor can sell 40 or 50 pieces of leather clothes a day on average. "For fur, which is a high customer order category, this sales volume can not be underestimated."

This is Liang You's fifth time to participate in double 11, "it's obvious that this year's online businesses are fighting more fiercely!"

As early as September, Liang you had asked the company's designers and factory masters to buy, design and proofing, and prepared 20 new models as pre-sale of double-11. The workers worked overtime until 10:30 every day to produce leather clothes. Until November 1, 10000 pieces of leather clothes were basically ready.

Epidemic haze, organic in danger

"This year's double 11 is more special, Taobao has a special entrance to the cloud market of Haining Leather City, and I am the first batch of merchants selected into the cloud market."

The "Taobao cloud market" mentioned by Liang you is a light application in Taobao app, which just launched in September this year. In other words, Haining Leather City opened a "cloud mall" on Taobao app, and invited high-quality offline merchants to settle in for free. As long as consumers lie at home through Taobao, they can stroll through the fur coats in the offline leather city. There are about 100 high-quality businesses selected in the first batch of cloud market, and Liang You's shop is also among them.

Since online for a month, Liang you has observed a significant increase in the flow of shop shopping, and the repurchase rate has also increased.

"At the beginning of this year, the epidemic broke out, offline shopping was closed for a time, the business of shopping malls and merchants was cold, and at the same time, the needs of consumers could not be properly met. This directly accelerates the pace of offline mall transformation online, and also provides practical application scenarios for Taobao cloud market project. " Yun Lian, the project leader of Taobao cloud market, said: "as with Haining Leather City, before tmall double 11, industrial belts such as Shenzhen Huaqiangbei, China children's wear city, Foshan Furniture City, Zhongshan Hongbo city and Wenzhou elephant city have all opened cloud shopping malls, speeding up the transformation line.

According to Yao Zhengyu, deputy general manager of Haining Leather City, under the influence of this year's epidemic, there is a huge opportunity for online fur business. "Although many businesses in Haining Leather City have transformed into online earlier, they are all in a decentralized state. Every time there are large-scale activities such as 618 and Shuang 11, online leather merchants are also fighting alone, and their strength and voice are not very strong. As an industrial belt, Haining leather city needs to have a position. In large-scale activities like double-11, leather positions on the line can concentrate their efforts and make a sound. "

The epidemic situation has made more and more leather city businesses shift their battle lines to the online market. At the same time, it has eliminated a number of entrants.

"Many small and medium-sized businesses did not prepare goods, and the supply of woolen materials was insufficient, and they soon fell into trouble. However, under the survival of the fittest, the sales volume of leather clothing of merchants who could survive was even more, because the market was in short supply." Meng Xiaofeng, who has been engaged in online fur business for 11 years, is very optimistic about the epidemic situation. He thinks the crisis is organic. His sales of high-end fur women's wear have been very stable. Last year, the shop sold 7000 pieces on double 11, with revenue of 8-10 million.

The stable cash flow also let him avoid the epidemic crisis. "Last year, the double 11 sales were good. With the money I made, I imported a batch of fur clothing wool, which was well prepared for this year. Otherwise, the epidemic situation will definitely lead to the shortage of imported wool and lead to insufficient inventory."

Liang you also quite agrees with the saying that "danger is organic". He still sticks to the factory store model and participates in this year's double 11 carnival. Although the profit is not high, but Liang you is very satisfied, "I also envy those net red with their own flow, you can add the profit to the single piece of ready-made clothes, but there is no way, since you can't do the net red, then make some hard money."

Liang you also invested in some webcast with goods, but the anchor's pit fee accounted for more than half of the profit. After that, he didn't invest in any webcast promotion. "You'd better work hard, don't make a lot of money."

Just after the first small outbreak of tmall double 11, Liangyou's store has made a good start, with a single store revenue of more than 3 million. After a short breath, he put himself into the stock preparation of the 11th. Every day, he kept an eye on the pre-sale data, judged the trend and replenished the goods at any time. "Without any accident, the 10000 pieces of fur clothes prepared this year will be finished in seconds."