Introduction:
Nowadays, Jiubao is the place where the most people call “Baby” every day in the world. There are about 500-600 MCN institutions here and more than 10,000 e-commerce anchors, yes! This is the “center of the universe” where Internet celebrities live-stream and sell goods.
01 Have you ever seen Jiubao at four in the morning?
Jiubao, the east gate of Hangzhou, belongs to Jianggan District and is 15 kilometers away from the central area.
It used to be the center of Zhejiang’s garment industry. There were large clothing wholesale markets such as Sijiqing and Jiubao, as well as countless clothing processing factories. About 40,000 people purchased goods here every day. .
Now Jiubao is the place where the most people shout “baby” every day in the world. There are about 500-600 MCN organizations and more than 10,000 e-commerce anchors, yes! This is the “center of the universe” where Internet celebrities live-stream and sell goods.
Jiubao is an alternative city, and other surrounding towns and villages are still a cluster of bungalows. When it was in the urban-rural fringe state, Jiubao already had Vanke and Greentown, super supermarkets, and luxury hotels.
Of course all this happened in recent years. Looking at it from a distance a few years ago, Jiubao was just an ordinary small park with nothing. Such big changes have occurred only because of the introduction of the Internet industry and the establishment of a science and technology innovation park.
Around 2015, due to rising land prices, the person in charge of the park transformed 116 acres of land into The Science and Technology Innovation Park was renovated in 2016 and subsequently attracted a large number of institutions in live broadcast-related industries.
2016 is the era when live streaming has just emerged. No one would have thought that the live streaming industry would have such a large traffic in the future until 2017.
In October 2017, the Viya team created a “myth” here that was a turning point in the history of live broadcasting: live broadcast for 5 hours, leading a transaction volume of 70 million, and personal commissions could be offset at that time Get a house in Hangzhou! As soon as this news came out, public opinion was shocked, and e-commerce live broadcast caused a large-scale sensation for the first time.
02 I have to here Let’s talk about Wei Ya and her team
She once took root in Jiubao for three years and developed rapidly from 2016 to 2019 to become the “first sister in charge of goods”.
Weiya’s real name is Huang Wei. She was born in Anhui in 1985. She once worked as a model, sold clothes in Beijing, and opened clothing stores in Xi’an and Guangzhou, and finally started Do e-commerce. At first, she became a T-girl in order to attract traffic, and later began to try live broadcasting after being invited by the official. The first live broadcast had only 5,000 viewers. It slowly accumulated and in five months, she became the number one female anchor of TB.
Behind the rapid development and expansion is a strong team. Behind Wei Ya is Qianxun Culture, the leading MCN organization. Now under the protection of Qianxun Culture, Wei Ya now has more than 20 live broadcasts a month, each of four hours, with more than 20 million views and a turnover of more than 20 million. Billions are also common.
Let’s talk about Qianxun Culture. The chairman of this Internet celebrity incubation company is Wei Ya’s husband Dong Haifeng, and the CEO is Wei Ya’s younger brother Ollie, who currently works for Wei Ya. The team behind it is about 200 people.
03 Online Economy and The huge gap in the offline economy
Offline transactions are very popular in Jiubao, which was once a wholesale city. There are large clothing wholesale markets such as Jiubao Fine Clothing City, Sijiqing Clothing Market, and Italian Textile City. However, traditional offline sales are increasingly unable to meet the rapid development of society.
For example, a certain boss has been working in the Jiubao clothing industry for 20 years, starting from his humble beginnings in Sijiqing, and now has annual sales of tens of millions. Starting in 2017, he clearly felt that traditional sales were not easy to do, because every time a hot item was produced, the whole street would soon be filled with them, and then there would be price wars and promotions, and in the end no one would make any money.
In addition, the clothing industry has strong seasonality, short cycles, and great inventory pressure. For example, this boss had a low backlog of 150,000 down jackets worth tens of millions of dollars in 2017. It was impossible to recoup the cost through online sales alone, and even repaying the cost would take a long time. At this time, he changed his office into a live broadcast room and spent a lot of money. Qian invited 100 anchors to broadcast 24 hours a day. As a result, all 150,000 down jackets were sold out in ten days.
This is the huge gap between online and offline, and it is also the fundamental reason why countless people devote themselves to live streaming to bring goods.
04 The cruelty of the anchor world
Not all anchors make money.
If new anchors want to break through, they must avoid the edge, which means choosing a time period when the big anchors are not broadcasting, which is basically after 2 o’clock in the nightclub, which disrupts the situation. their biological clock.
Moreover, small anchors often work alone, without their own live broadcast room or assistants. , can only choose to cooperate with the supply chain base. What is a supply chain base? Simply put, it is the person who controls the goods. They have their own staff with simple live streaming equipment.
The supply chain base will give the anchor a 10%-20% commission, the platform will take 30%, and the remaining 70% belongs to the anchor and the MCN organization behind it, but the products sold are different. The commission ratios are also very different, such as 10% for clothing, 30% for beauty, and the highest for jewelry.
Day and night are reversed, there is no personal time, and the effort and reward are not proportional, so many small anchors Didn’t stick with it.
Even the current live broadcast kingdom “Nine Castles” is still cruel.
This is a triangle state. Those at the top are similar to people like Wei Ya and Li Jiaqi, but there are very few such people. There are more new anchors appearing on the head, waist and bottom.
For example, a certain anchor with 800,000 fans brings millions of goods per show, and his annual income is more than 10 million. He has a team of 20 people and has hundreds of square meters of work. room and live broadcast room.
Another example is a low-end new anchor with about 5,000 fans and three months in the industry. She basically maintains sales of 3,000-5,000 per show. She prepares all matching bags and shoes by herself. A big suitcase is all her belongings, and she has to take a taxi to the live broadcast studio base by herself, because the small anchor’s team only has Herself. She does not have a studio and rents in a youth apartment, which is about 10 square meters.
Let’s take a look at Wei Ya and Qianxun Culture. When it was founded in 2017, Qianxun Culture’s office was only a few dozen square meters. Three months later, it expanded to several hundred square meters. It is 1,000 square meters or 2,000 square meters. In 2019, Qianxun Culture moved to Binjiang Ali Center in Hangzhou and bought a 10-story building with a total of 33,000 square meters. Please note that this is Wei Ya’s third year as an e-commerce company. Qianxun Culture The second year of the establishment of the culture.
Live streaming is indeed the most profitable industry, but it does not mean that everyone who does live broadcasting Everyone can make money.
It tests your psychological quality and is also a physical job.
This is not a temporary excitement, Jiubao will continue its prosperity. I believe that more “Nine Forts” will pop up in the future, with the advent of the 5G era , the battle in the “new e-commerce” era is getting more and more intense. I want to tell you that in fact, we can still catch the little tail. If you want to do it, it will succeed a group of people and eliminate a group of people. I hope you will be successful. ! </p
