Dongguan Humen: Live E-Commerce Helps Humen Change Its Posture And Lead

With the advent of the double 11, Dongguan Humen e-commerce has opened the accelerated mode. At about 1:00 p.m. on November 10, Yumen Town, Dongguan City

Longdian mall. There is no "lunch break" for "big sister Humen". The staff are busy with the live broadcast. Among the 57000 fans, more than 160 customers are watching and placing orders.

Live broadcast personnel from the fabric to the price, and then to the details of clothing, vivid description. This is "Big sister" Daily online sales.

According to Xiang Yanmei, the head of the "Humen elder sister" store and shaking tone number operation, told the Yangcheng Evening News reporter that there are about ten people in the "Humen elder sister" team, including 3 full-time female anchors. They live from 9 stores in the morning to 10:30 in the evening.

Xiang Yanmei said that 100-200 people can watch online every day, and nearly 800 people are online at peak time.

These fans eventually translate into purchasing power. According to he donglang, general manager of Yulong electric mall, in Yulong electric mall, "big sister Humen" is recognized as a live broadcast head business. Among a group of more than ten people, she can sell 500 to 600 pieces of clothes every day, and the business volume is maintained

It is more than 50000 yuan per day and in a stable growth period.

"According to this calculation, its annual sales volume is over 10 million." He donglang disclosed.

Behind the beautiful sales data is a series of difficult explorations made by each individual in the industry and the live e-commerce industry in Humen

And perfect transformation.

Under the changing situation, choose the right way and rush forward

As early as 1998, Xiang Yanmei came to humen to engage in clothing business. At that time, she mainly engaged in wholesale in Fumin fashion city, accumulating a large number of retail customers.

With the advent of the Internet era, some traditional customers are lazy to go out and are used to online shopping mode.

By 2014, wechat business has gradually become a climate, and the industry has undergone great changes. Xiang Yanmei, who is used to the traditional operation mode, has to adjust itself to adapt to the changes in the new industry.

Have not really understood how the industry changes after all, to Yanmei into the Internet sales of emerging markets. For this, she suffered a lot.

It seems that in May 2020, when the "Wanyin" store was opened, it seems that the "Wanyin" store will start to operate in May 2020.

At the beginning, Xiang Yanmei was nervous. Even in the live broadcast, he was stuttering, with few fans.

During her live broadcast, the number of fans entering the studio is usually no more than 10. "To less than 10 people, keep talking for hours, how do you feel?" Xiang Yanmei said, really difficult.

Xiang Yanmei didn't give up. She persisted in such an environment and improved herself in constant training. At the same time, she also "learned to fight better in the fight".

After more than a month's exploration, she found out the door and rules of the live broadcast of tremolo

After more than a month's exploration, she found out the door and rules of the live broadcast, and the number of fans in the studio increased accordingly.

But more than a month later, she fell ill to Yanmei and was admitted to the hospital. One day, lying in the hospital bed looking at her cell phone, her discovery began to "explode".

Xiang Yanmei said that when she saw her fans "whoosh" rising, she got excited again. When she was not fully recovered from her illness, she returned to the live broadcasting room for the first time after she was discharged from hospital.

Attaching importance to fans is one of her successful experiences in live broadcast of tremolo. However, it is not enough to "have a heart", but also to have the ability to meet the needs of fans.

Xiang Yanmei said bluntly: "I've been making clothes for more than ten years. I've dealt with customers for a long time. I know the price, quality, source, channel and so on."

In addition, when she was in the wechat business, she could accumulate the experience of serving customers better in the face of customers' pickiness every time they bought clothes.

Because of this, although she is not a net star or a big V, and has no exquisite production ability, she brings more tangible benefits to fans with her familiarity with the industry, interpretation and delivery ability.

To Yanmei's fans' purchase demand, she said: "it is to be cost-effective, unit price is not expensive, quality is OK." Live broadcasting with goods has become a very important part of Xiang Yanmei's work, although now there are three full-time anchors taking turns to help

But she still insisted on live broadcasting in the studio, otherwise fans would not agree.

She said to Yanmei that if she didn't live on line one day, her fans would say, "where's the big sister?"

This kind of interaction and greeting, just as they are looking for a chat with the sister next door, goes beyond the relationship of commodity sales. The return rate of clothes sold by "sister Humen" live broadcast is controlled in single digits.

"For example, nearly 600 pieces of clothes are sold every day, and less than 20 pieces are returned." for the secret, Yanmei has three advantages: "first, the source of goods has always insisted on cash flow, so the supplier is willing to cooperate with me; second, I have been a wechat supply base for five years, and I have a good grasp of the size of women's clothing; third, the price, the price, the price of my sales is relatively high."

"Starting from the second half of 2019, we will carry out buffeting training for businesses to find products and resources for anchors, and promote the development of Shuo Yin

"The added value of live broadcast" he donglang told Yangcheng Evening News that since May this year, the company has also helped merchants to open tremor shops, register, provide free training, and at least conduct internal sharing once a week.

In addition, in order to enable more businesses to open up new markets from e-commerce live broadcasting, Yulong e-mall has also opened a live broadcasting room in area D on the third floor. New or original businesses move into this area to carry out live broadcasting with shaking sound, free of charge.

New future for traditional industries

In Humen e-commerce Industrial Park, more than 300 new-type e-commerce enterprises have settled in. Live sales, audio-visual products, online red tape products and community marketing have become normal.

In Yulong electronic mall, more and more businesses, such as "sister Humen", are joining the camp of live broadcast with goods.

In the Yellow River fashion city, Meng Xianglong, deputy general manager of the fashion city, also told the reporter of Yangcheng Evening News that at present, more than 100 enterprises, businesses and stalls have opened live broadcasting rooms in the Yellow River fashion city, and the number is still increasing.

Humen E-Commerce Association's all-round service promotion makes the industry usher in a rare highlight moment.

"Transformation is a painful process, and also faces the risk of failure." talking about the exploration experience of Humen e-commerce, Jiang Qinggui, Secretary General of Humen E-Commerce Association, told Yangcheng Evening News that the Internet era has come, and affected by the new crown pneumonia epidemic, the battle of Internet transformation in traditional industries is not a question of whether to fight or not, but how to win.

Therefore, Humen E-Commerce Association further constructs and optimizes the industry chain ecology of Humen clothing in the Internet era, guides e-commerce enterprises to cultivate brands, and improves the application degree of e-commerce in various industries, so as to promote the development of Humen e-commerce industry.

Dongguan Baida Lianxin e-commerce Co., Ltd. (hereinafter referred to as Baida e-commerce) is a fixed-point practice and training base for e-commerce majors approved by Dongguan Education Bureau and Human Resources Bureau. It is also an e-commerce education service-oriented enterprise, With the training and output of e-commerce teams and talents as the core and e-commerce platform operation outsourcing service as the basis, the e-commerce service company is currently committed to creating high-efficiency operation teams and post talents for e-commerce enterprises in Dongguan.

On October 9, a reporter from Yangcheng Evening news came to Baida e-commerce base and found that the company operated an e-commerce product of 200000 square meters

In the industrial park, there are also six tmall stores with an annual turnover of 200 million yuan, such as archaism and pintangzhai.

According to Chen Shoujie, general manager of Baida e-commerce, all the persons in charge of the trading project are the teachers of Baida e-commerce team. The company's own large-scale tmall shop can also be used as training teaching materials to serve the training of e-commerce talents in Colleges and universities.

More than 30 vocational training institutes in Dongguan are undertaking internship tasks in Dongguan, which can better serve the needs of the manufacturing industry and other vocational training schools in Dongguan.

For the students pushed by the cooperative colleges, Baida e-commerce will match different levels and different positions, "for example, undergraduates who have a certain level of English can be engaged in cross-border e-commerce; those with good image can be anchor; students from secondary and higher vocational schools can be engaged in customer service, warehousing, art design, etc Chen Shoujie introduced that most of the students he recruited were students close to graduation or in the process of internship. After the company's training, some started from the "modern apprenticeship" and entered the enterprise to accumulate experience. After several years of precipitation, they have grown into enterprise department directors, and some of them start their own businesses.

According to Jiang Qinggui, Secretary General of Humen E-Commerce Association, Humen e-commerce will continue to empower traditional industries and push forward the development of Humen e-commerce to better serve Dongguan manufacturing.

"We have introduced excellent e-commerce platforms, combined with the advantageous industries of Humen Town, and carried out pilot projects of new e-commerce platforms," said Jiang Qinggui, such as online live broadcasting of products and online production of product source industries.

At the same time, Humen E-Commerce Association encourages the innovation and upgrading of Humen e-commerce Park, gathers online popular live broadcasting, training, supply chain and other institutions, and creates an e-commerce shared live broadcasting base with prominent industrial characteristics and strong demonstration, so that all industries in Humen show the development trend of "colorful, red spring and full garden" with the help of Humen e-commerce.

"More than 300 new-type e-commerce enterprises have settled in the park of 60000 square meters." Wang Wei, chairman of Humen e-commerce Industrial Park, said that more than 90% of clothing enterprises with their own brands are turning to live sales, audio-visual products, online red goods and community marketing, while foreign trade enterprises are expanding their overseas markets through e-commerce platforms such as Alibaba and Amazon.

"We used to supply traditional clothing retail and wholesale, but now we supply e-commerce platforms," said Meng Xianglong, deputy general manager of Yellow River fashion city. "Our service is also keeping pace with the times. When new models come out, we provide supporting services such as shooting pictures, short videos and design, so that the cooperative sellers can avoid worries and concentrate on selling."

On the Ali platform, nearly 60% of professional wear comes from the Yellow River fashion city. The main business of e-commerce is to supply goods in formal business.

In the Internet age, business hours are also changing. "Originally, the business hours of shopping malls were concentrated in the daytime. In order to facilitate the business of professional clothing street, we provide 24-hour online service for the area." Meng Xianglong said.

stay Huanghe fashion city The reporter saw that the merchants in the professional wear area spontaneously formed a supply street. Dozens of shops on the three channels would be full of water from 7 pm every day. All of them were cooperative businesses who came to pick up the goods.

In addition to the promotion on tmall, Taobao, Jingdong and other e-commerce platforms, the Yellow River fashion city also helps businesses and enterprises to broadcast live broadcast in shaking sound. From September this year to the eve of national day, the Yellow River fashion city searched for quanchao in the category of "Dongguan popular tourist and shopping attractions" on the twitter platform

One million times, ranking second.

In recent years, with the subdivision of e-commerce market, Humen e-commerce Industrial Park is committed to integrating large-scale industrial ecology, incubating large-scale enterprises and large-scale online celebrities, providing them with complete supply chain and customized services. The company gradually flocked to suppliers such as the initial blooming large size women's clothing supply center and yinsabel large size women's clothing supply center to provide high-quality supply sources for e-commerce sales enterprises and form a relatively complete supply chain of large size clothing.

Yangcheng Evening News reporter in Humen e-commerce Industrial Park to see, people to the car, a busy, many shops put live stands. Just off the air host Miss sister changed back her clothes, ready to rush to the next live broadcast. Wang Wei mentioned that live broadcasting has become a necessary way to carry goods for enterprises in the park.

"We have been exploring how to better serve the real economy?" Jiang Qinggui, Secretary General of Humen E-Commerce Association, told Yangcheng Evening News, based on the original expert database, the association established a tutor team and employed industry experts with full practical experience to serve as mentors and consultants, providing enterprises with development planning, supply chain integration, domestic and foreign expansion, platform docking and other services one-on-one, and incubated a number of new e-commerce enterprises.

To build a regional brand of "Southern fashion" e-commerce; to hold a large-scale online celebrity and talent live delivery special activities; to improve the humanistic care of e-commerce industry talents; to establish e-commerce industry standards and norms; to promote the development of industrial e-commerce, promote the application of life e-commerce; to continue to hold Humen International e-commerce Festival And so on, which are the key points of Humen E-Commerce Association's efforts to break the situation and realize the innovation and development of Humen.

With the help of Humen clothing industry resources, strong business foundation, strong real economy support and superior location advantages, Humen Town Party committee and government are taking e-commerce as a breakthrough, vigorously develop e-commerce service industry, constantly optimize business formats, provide basis and services for industrial transformation and upgrading, and build an industry ecological chain of "e-commerce + industry + public service" Significant results: according to the statistics of Humen E-Commerce Association, in 2019, Humen achieved online sales of 47.8 billion yuan through the third-party platform, more than 10000 enterprises and individual businesses engaged in e-commerce, more than 600 registered logistics market entities, and the South China regional headquarters or Dongguan Branch registered in Humen

There are 25, and the express business volume of the whole town has reached 380 million tickets, becoming the e-commerce and logistics gathering area in South China.

In addition, Humen Town Dongguan also won the first "national e-commerce demonstration base", "China Textile and clothing e-commerce public service demonstration base", "Taobao live broadcast first park" and other honorary titles.