“Don’t miss it if you pass by.” The live broadcast room of Sijiqing stall owner “Rachel Chenxi” has a rare sense of wildness. The small space of more than ten square meters not only connects merchants from all over the world, but also attracts people on the screen. Thousands of individual tourists.
Hangers full of items and stacks of unopened clothes form a messy live broadcast background , a high-speed loud voice and a not-so-thin figure distinguish Chen Xi from other Weibo internet celebrities.
Chen Xi is just one of the many stall owners in Sijiqing. When the wholesale market begins a new day, her voice will soon be drowned out by the shouts one after another.
Shouting is Sijiqing’s greeting gift to everyone. And this spring, the shouts are mixed with a little anxiety: How to sell the hundreds of thousands of spring clothes in the warehouse? The live broadcast room with a transaction volume of one million undoubtedly pointed out a self-help channel for them.
Overnight, countless “morning lights” emerged at the stall.
01 The male boss wore a skirt live broadcast
“The wholesale shop owner is in a double The dilemma of a pincer attack.” Dad Tu, a store owner at Hangzhou Huanbei Wholesale Market, thought about it for the entire Spring Festival, and it seemed that no matter where he went, there would be a dead end. Downstream self-employed businesses are having difficulty operating, and manufacturers in the upstream supply chain cannot keep up with their production capacity.
The 30-year-old large-scale Hangzhou wholesale market has developed a mature money-making model. The Dongdaemun Clothing Base in South Korea is their inspiration. Hundreds of clothing styles will be packaged to the shop owner through the aesthetics of professional buyers, and then the shop owner will conduct a secondary screening. After the style is determined, there is a series of processes such as pattern making, sending samples, and ordering.
In the opinion of most store owners, whether they can create a popular product depends entirely on luck. “Generally, only one hot item out of 50 items can appear, and this probability is very low.” Tu Dad still remembers that when the market was at its best, merchants who came to pick up the goods early in the morning would send feedback in the afternoon. This was a hot item. A signal that money is coming.
The epidemic without warning was like a “spoiler”, directly suspending the flow of funds in the clothing wholesale market.
“There is not much time left for spring clothing. Once there is a backlog of spring clothing, it will directly affect the purchase of winter clothing in the third quarter.”
This is a rule that all stall owners are well aware of. They all have an account in their minds: Take a small wholesale stall of more than 10 square meters in Guangzhou’s Shisanhang as an example. The monthly rent of the stall is 200,000 yuan, and the monthly rent of the small warehouse is 40,000 yuan. ~50,000. A small stall that does nothing will lose 250,000. Add in the spring clothes that were already in stock at the stall a year ago, and the loss will be at least 500,000.
Tuba received calls from the property management company one after another, “There is too much backlog of goods in the warehouse. I need to find a way to clean it up.” The B-side customers are also in the non-business period, and they want to clear the goods but there is no merchant who can take them.
It can be said that all sellers with inventory are watching cautiously, and no one dares to start the production chain in large quantities. At this time, the usually insignificant individual tourists became the only glimmer of light in the darkest hour.
In February, before the hit, Tuba had rare free time to think about the road to transformation.
Internet celebrity anchors are one way to go. They are not affected by the epidemic and can sell goods if they have equipment at home. Especially the clothing anchors who stay in Hangzhou, they have no shortage of schedules during the Spring Festival.
However, when profit margins were further squeezed, Tuba was the first to cut off the business of bringing goods to Internet celebrities. He has come into contact with many anchors from Hangzhou MCN organizations, but a tacit two-way choice is always difficult to achieve. Tuba seeks to drive sales, but top anchors look down on their brand. The results of the several live broadcasts that were tested were not very good. The upper limit of sales for a live broadcast has not exceeded 1,000, and the profits that can be obtained are very thin.
The real reason for the decision to quit was that the price could not be negotiated. “I asked an Internet celebrity to help me sell a batch of leather pants. The proposed condition was 28 yuan per pair. Taking into account the pit fee and commission, I could only recover the single-digit cost for each pair sold.” Tu Dad found it difficult to accept the Internet celebrity. The input-output ratio of live streaming.
On the last day of February, Tuba officially released his first short video on the Douyin platform. In front of the camera is a handsome face. He has the same cold style as Li Jiaqi. White skin and European-style double eyelids.
This is the first step to start the live broadcast. Tuba wants to accumulate fans through Douyin, and Gao Sticky fans can be converted into store sales again.
The idea of becoming an anchor has been swirling in Tu’s dad’s mind for a year. He has been in contact with nearly half of the clothing factories in Hangzhou and has his own set of experience in product selection. What he lacks Just sales ability.
“There is nothing shameful about a male store manager wearing women’s clothing during a live broadcast. In fact, it is quite interesting.” Tu’s father felt that he had the potential to become popular.
True to his word, Tuba uploaded his first women’s clothing video on March 4th. Under the uniform jacket, it is still the daily wear, but there is an extra layer of “Jewish”. With the artistic conception of holding a pipa and half covering the face, this became his most popular video with the most likes and comments.
“It’s not enough to subvert my friends’ attention.” “I’m waiting for the skirt, go change quickly.” Netizens proposed higher requirements.
Transformation into anchorAt this time, fewer workers meant less production.
“If the situation is not good, you can consider directly laying out summer clothes. It is already a lot of pressure to sell the spring clothes on hand.” Tu Dad can only take one step. Take a look.
“Morning Rachel” does not dare to be too confident in launching large orders. She has accumulated some samples on hand. Only when the pre-sales exceed a certain amount can she safely let the factory prepare large orders. goods.
“The garment industry in the first half of this year was in ruins.” Although the production line can resume work this month, Mr. Pan still feels that the situation is not optimistic. For him, putting summer clothes into production at this time will undoubtedly result in a loss.
Since February, the head of the clothing brand has hardly had a break.
Rather than putting into production, what Mr. Pan is doing right now is reducing expenses across the board and optimizing the department structure. After all, rent is also a hard expense for every inch of land. He has already converted the studio into Move to a suburb where rent is cheaper.
“We will not dare to mass produce until market demand slowly recovers, otherwise we will be burning money.” What makes Mr. Pan optimistic is that in the first half of this year, the entire clothing industry has If there is no boom, his company will not be the first to fall.
The Liuliu Garment Factory, which is also involved in the production process, suffered a fire sale. All children’s T-shirts cost six yuan each, with a minimum batch of 1,000 pieces, and a total inventory of more than 10,000 pieces. . “If you can sell one piece, it’s better to sell it cheap than to hoard it.” This is the common sentiment of many clothing practitioners.
Dedai, a contract anchor of an MCN in Hangzhou, also felt the compressed clothing market.
“If factories and stores have operational difficulties, the anchors who bring goods must be the first ones they cut off.” Having been a clothing anchor for a year and a half, Deidi knows the bottom line very well. The situation of the anchor.
Her company accounts for 80% of the clothing anchors. “The clothing category is the easiest to get started with. Girls generally have a certain awareness of the styles and fabrics of clothes, and they can get started quickly. .”
However, in her opinion, the clothing anchor is the most difficult. Dede still clearly remembers the historical record she set: broadcasting for 11 hours a day, and tried nearly 300 single item.
The crazy work pace caused her to suffer from occupational diseases as a clothing anchor. “Especially when it comes to live broadcasting winter clothes, I try on long samples with fur collars. After a live broadcast, I often… I can’t even lift my hands to eat.”
Sijiqing’s “No. 1 Anchor Sister” Wang Ying’s voice is always hoarse. She has also visited several tertiary hospitals and received the same The answer is to change jobs.
In the past month, anchors have been trapped in an embarrassing situation of being strapped for cash.
“There is still time in February. Do you bosses have any work to do to move bricks?” Dai Dai returned to Hangzhou from her hometown and publicly recommended herself in her circle of friends.
In the oversupply anchor market, the appearance fee at night is reduced to the same price as during the day. According to the data logic of the live broadcast room, the entrance traffic at night is much higher than during the day .
The epidemic is a turning point. Deidi can clearly feel the clues that the clothing anchor is being eaten. She decided to leave the highly competitive clothing category and turn to small household appliances and other unsaturated products. Live market. </p
