What is “Dongdaemun”?
Dongdaemun, formerly known as “Heungin Gate”, is the gate to the east of the Seoul City Wall.
Dongdaemun Market was born in 1905. There are more than 30 shopping malls and more than 30,000 stores. It is one of the largest wholesale markets in Asia.
In South Korea, Dongdaemun is a gathering place for young people This place is also the birthplace of the so-called “Korean version” and “Korean wave”.
Chinese people panning for gold in Dongdaemun late at night
“Sisters , welcome to the live broadcast room.” Yang Xiaomao greeted the fans cordially and pointed the camera at Na Luo, who had changed into her private server.
The private server is a complete outfit of the model when the broadcast starts every night. During the live broadcast, the model will constantly put on and take off the clothes, but the private server is used throughout, and it also sells every night. Playing a decisive role, Yang Xiaomao will even match the model’s private clothes a week in advance.
Korea time is 1 hour ahead of Beijing time. At 8 o’clock every night, Yang Xiaomao’s purchasing live broadcast room will start on time. In her own words, 365 days a year, Live broadcast almost 360 days. Holding a tripod holding his mobile phone, Yang Xiaomao is already a celebrity in Dongdaemun as he shuttles through various stalls.
Everywhere in Dongdaemun can be used as a live broadcast location
To avoid plagiarism, Dongdaemun stalls He refused to take photos of any kind, let alone live broadcast with his mobile phone. It was not until 2016 that the domestic live broadcast ecosystem emerged. After being proven to be effective, China’s commercial power began to be exported regardless of region or gender.
Buying agents in Dongdaemun also began to raise their mobile phones to try live streaming. Of course, even if the live broadcast is now full of goods, the stall owner is only friendly to the host’s mobile phone, and still has to be wary of the cameras of individual customers at all times.
For an ordinary stall, using traditional methods to sell goods, it is very good to be able to sell more than 800 items a night.
Every time he arrives at a stall, Yang Xiaomao will scan around, quickly lock in 4 pieces of clothing, and then return to the phone to explain to the fans in the live broadcast room while arranging Na Luo changes display clothes. Once fans respond positively, Yang Xiaomao will immediately call customer service to arrange a link, end a round of flash sales with a countdown, and move on to the next stall.
Yang Xiaomao in the stall live broadcast
A live broadcast will last for 5 hours. That night, Yang Xiaomao’s team sold clothes worth nearly 1 million yuan. She didn’t even bother to take a sip of water. The “walking” mode decided that it was very important to grasp the rhythm.
Coping with the comings and goings of people around, bargaining with stall owners, measuring clothing sizes, and meeting fans’ requirements at any time… There are more and more complex random situations faced by purchasing live broadcasts. .
The reversal of day and night has become a portrayal of the working mode of all Dongdaemun live-streaming buyers. Statistics show that 4,000 buyers from China have been hunting for gold in Dongdaemun, South Korea for a long time. There are part-time international students, professional buyers, and live broadcast agencies. Most of them rent single rooms of about 40 square meters near Dongdaemun. The trip takes no more than 10 minutes, which not only saves time but also saves costs.
There are only twenty or thirty anchors left in Dongdaemun today
On February 18, it was discovered that “Super After “The Spreader”, South Korea quickly broke out and became the second most affected country in the world. Niuniu, who mainly focuses on live broadcasting in Dongdaemun, South Korea, feels that the number of people visiting here is decreasing at a speed visible to the naked eye, and the anchors have also begun to stage a “great escape”.
Dongdaemun, South Korea
Although South Korea has always adopted a “no shutdown, no city closure” policy, Dongdaemun The stalls in Damen are open every day, but in the face of the sudden drop in the flow of people, stall owners are afraid to frequently stock up on new products and stock up on ready goods. The sharp decline in supply and fear of infection risks have become the biggest problems facing anchors.
The air ticket back home has soared from a few hundred yuan to several thousand yuan. Even so, grabbing tickets is still a problem. “Have you got your ticket?” became a greeting for many anchors during that time. Sometimes, the anchors who met and made an appointment to have dinner together yesterday just leave a message today: Dear, I got the tickets, and we will make an appointment when we get back.
In normal times, there are 300-500 Chinese anchors in this market, and some popular stalls have to be reserved in advance to prevent collisions. Now when I go shopping in Dongdaemun, there are only 20 or 30 anchors still hanging on at the stalls.
Successful experience
Should we stop broadcasting? Will you go back to your country? Niuniu also hesitated about this question.�long time.
Using the advantage of living in South Korea for a long time, Niu Niu often helps domestic friends to go shopping for goods in Dongdaemun. After years of operation, she has accumulated tens of thousands of customers. After searching, she saw new opportunities from the influx of anchors.
In 2018, domestic e-commerce live broadcasts have become very popular, but at first the stores in Dongdaemun refused to meet strangers holding mobile phones. The clothing industry has a serious problem of plagiarism. “Strict photo taking” and “no entry for peers” are almost the consensus of stalls. The arrival of Chinese anchors has changed this status quo.
Through a small mobile phone lens, orders poured in like snowflakes. After a live broadcast, the average sales of some big anchors can reach millions, which makes Store owners took the initiative to open their doors. Since then, Dongdaemun and Live Broadcasting have ushered in a “honeymoon period.”
Niuniu is naturally ready to make a move. Over the years, I have accumulated a large number of suppliers, and my styles and prices are more advantageous than the market. Therefore, shortly after Niuniu went on air, it experienced a small peak of popularity. By the beginning of 2019, the live broadcast with the best revenue could already reach 1.5 million yuan.
After tasting the sweetness, Niuniu wanted to make the plate bigger, so she invested more energy in building a team . In addition to self-broadcasting, she also attracts traffic to the new live-streaming buyer store she has cultivated. Currently, her team has expanded to more than 10 people, with average sales of more than 500,000 per game.
The successful experience in the past is like a shot in the arm, encouraging overseas buyers.
Although the logistics timeliness has been affected to some extent, overseas shipments can still be carried out as usual. Yangyang and Niuniu both plan to hold on, and they expect that the trend of live broadcasting may come soon.
Find the “answer” from China
If you don’t fight, you won’t be prepared. battle.
When Korea was still calm, Niuniu urgently purchased a large number of anti-epidemic materials: protective clothing, masks, disinfectants and even goggles, and at the same time shifted the focus of live broadcasts from stalls to Live broadcast room transfer to reduce the risk of host being infected. Faced with the shortage of clothing supplies, she also reached cooperation with some beauty and food suppliers in advance to replenish live broadcast products.
Because of this, Niuniu has become one of the few anchors in Dongdaemun who can still continue to broadcast live.
Korea-Anchor Niuniu
In order to enrich the live broadcast In addition to the live broadcast of products, the anchors have added some of their daily recommendations at home and overseas good things. Anchors with talents in painting, dancing, etc., use the form of presentation and teaching to increase the relationship with fans. interactive.
Under the outbreak of the epidemic, it is a good time for anchors to create personal labels, establish new relationships with users, and complete transformation. “For example, we have an anchor who is a Hanfu enthusiast. Before this, fans didn’t know this at all.”
Some categories are also experiencing an increase in sales. In the past, luxury goods were one of users’ favorite overseas products, but now they are focusing on home, fitness and health care products.
New York-Anchor Yangyang
This has been widely confirmed in China. When the epidemic situation stabilizes and work resumption has not yet fully begun, businesses are choosing to use live streaming to save themselves.
It is understood that from mid-February to mid-March, more than 50% of Tmall merchants sold goods through live broadcasts, and offline store live broadcasts ushered in explosive growth. In-store live broadcasts were launched. The number of merchants increased five times.
“There are fewer peers at this time, and if you persist, you will have more opportunities.”</p
