Revealing The Wealth Code Of Taobao No.1 Village

The warehouse is full of warehouses, the anchors of the live broadcasting room are busy explaining, and the accumulated express is ready to go. The busy Taobao village is still performing the myth of making wealth.

In Baiyun District of Guangzhou, there is a special village in the city: Dayuan village in Guangzhou, covering an area of about 25 square kilometers, with a population of more than 200000, and more than 9000 local people. The floating population mainly comes from Chaoshan, Fujian, Jiangxi, Hubei and other places. It is the largest "village in city" in Guangzhou. Many people came to Dayuan village more than a decade ago to work and start their own businesses. From traditional manufacturing industry to e-commerce and now to e-commerce live broadcast, they started their business with the help of Alibaba platform. They started their business in an online shop with two or three people, and they ran wild all the way and attacked the grassroots.

In 2020, the sales volume of Dayuan village is still growing rapidly, which has exceeded 10 billion yuan. It is the only "10 billion Taobao village" in China.

This year's "double 11" is also hot. Li Yuanbin, President of Dayuan E-Commerce Association, told reporters of the 21st century economic report on the morning of the 11th: "at present, the data of this year's double 11 has not yet been fully published. Now it is estimated that the sales volume of the whole village will reach 4 billion yuan, and the number of packages will be 40-50 million."

Notes on the cultivation of "Taobao No.1 village"

Not far from the famous Shahe wholesale market in Guangzhou, Dayuan village is the location of Dayuan village. In Li Yuanbin's words, Dayuan village is a paradise for Taobao founders with low rent, low living cost, good e-commerce foundation and high-quality express logistics service.

From the logistics, clothing and auto parts industry at the beginning of this century, to the e-commerce operation around 2010, the national "Taobao village" list in 2015, and then to the nearly one or two years of live broadcasting outlets, Dayuan village has been running wildly, winning the first official live broadcasting base license of Taobao in China, building a direct broadcast economic headquarters base, attracting 30000 gold miners into the village, and through digital governance, the dirty and poor The first urban village in Guangzhou has been transformed into a national rural governance demonstration village.

In the past ten years, Dayuan village has undergone earth shaking changes with the help of e-commerce.

According to the spatial location, Taobao village can be divided into three categories: suburban Taobao village, urban fringe Taobao village and independent development Taobao village. Generally, it includes villages in the city, villages on the edge of the city and suburban villages without towns.

The development of Dayuan village belongs to the third category. It seems that there is no difference between Dayuan village and other urban villages in Guangzhou, but the operation mode of Taobao shops with family workshops can be seen everywhere.

Li Yuanbin himself is such a living example. He told the 21st century economic reporter that as early as 2012, he came to Shahe wholesale market from Chaoshan hometown to engage in the wholesale business of auto parts. However, with the development of network technology and the gradual flow of information communication between all parties, the trading chain in the market gradually became clear. The previous wholesale business was not easy to do and received certain amount With the idea that walking on two legs is safer, he started the initial test of e-commerce. From inviting artists and setting up platforms at the beginning to learning marketing skills at Taobao University, it has completely transformed into online operation in 2017.

From the beginning of feeling the stone across the river, a month sales of more than 100000 guaranteed no loss, to later through video marketing, investment cost shooting, to achieve several months of sales of hundreds of thousands. Compared with the fierce competition in cosmetics, clothing and other electrical goods, Li Yuanbin thinks that the auto parts category is relatively less competitive, and the speed of new sales is not so fast. His art and technical teams have also begun to open independent stores and have gained a lot.

"In Dayuan village, the main e-commerce category is clothing, accounting for more than 70%. In addition to the Taobao store, there are also a small number of small garment factories in the village, with a general scale of only 20-30 people. Most of the supplies come from factories in Guangzhou or other places in Chaoshan. Due to the fact that it is only a few kilometers away from the Shahe wholesale market, the transportation is convenient, and the major logistics distribution points are centralized and the cost is relatively low, which provides conditions for the centralized gathering of Taobao village. Gold diggers bring their families and families to start their own businesses, forming a family workshop style business model. They operate their own businesses, their wives are customer service providers, and their fathers cook. " Li added.

Re war on "double 11": lengthening the front and boosting live broadcasting

Among them, there are many fabulous shops, one of which is Taobao Wuguan merchants "small housemaid shopping". With its high ability to upgrade new products, shops with an average unit price of only a few dozen pieces of clothing have 800 factories to supply them, and the annual sales volume can reach 2 billion yuan.

On the road of live broadcast assistance, Dayuan village is also in the forefront. Taobao's first official live broadcasting base license was settled in Dayuan village, named "Guangzhou Baiyun District clothing supply chain live broadcasting base". In recent years, the e-commerce industry in Dayuan village has developed rapidly. At present, there are more than 5000 e-commerce operators and 30000-40000 e-commerce employees. The daily average sales volume of e-commerce is 4 million, and the annual sales volume is expected to be 60 billion yuan. Among them, more than half of the e-commerce enterprises in Dayuan village have entered the live broadcast platform, which are distributed in the fields of clothing, cosmetics, daily chemicals and other products. Among them, nearly 70% of e-commerce enterprises mainly sell clothing.

Take "small housemaid shopping" as an example, she has cultivated 7-8 live broadcasting numbers of Shuo Yin fast hand. By raising the number first, only doing the content, and then starting to sell later. According to the shop owner, at present, the sales volume of Shuo Yin and Kuai hands can reach 23 million yuan a year.

This year's "double 11" is three more days than in previous years. November 1-3 is the first wave, and November 11 is the second wave, "singles day" becomes "double stick day". For businesses, the preparation cycle is also longer. "Compared with the normal sales volume, on November 1, we can achieve a 5-fold amplification effect. On November 11, we expect to have a 10-20-fold amplification effect. A longer shopping festival cycle is also more conducive to our merchants to adjust the stock preparation and warehouse preparation according to the actual situation." Li Yuanbin said.

The warehouse of "small housemaid shopping" has expanded from several thousand square meters last year to more than 20000 square meters this year, the office area has expanded from 4000 square meters to 10000 square meters, and the office staff has expanded from 300 to 500 people.

As early as mid September, Taobao merchants in Dayuan village have been preparing for the war. Most of the early preparations are invisible, such as the preparation of capital chain, the preparation of warehousing, the formulation of marketing plan, the preparation of pre-sale and the preparation of expected additional purchase. Compared with previous years, this year's biggest difference is reflected in the addition of many live broadcast elements, and all businesses have joined the live broadcast army. Taobao village, which has been preparing for the "double 11" campaign for many years, seems to have formed its own mature system and continues its own story of making wealth in an orderly manner.

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