“Double Eleven” has just passed, and “Double Twelve” is coming soon. In this year’s e-commerce shopping festival, the anchors who bring goods will undoubtedly be in the spotlight.
Why is “live streaming” so popular, and what is the industry chain behind it?
The “live streaming” trend has spread to wholesale market vendors and turned them into internet celebrities
In the evening, the reporter came to the Wanjia Clothing Wholesale Market in Guangzhou. It had just passed the business hours and most of the shops here had closed. The market looked a little deserted. When the reporter came to the fourth floor, he found that it was very lively. The small area is divided into live broadcast area, reception area and rest area. In the largest live broadcast room, an anchor was selling women’s clothing live. On the other side of the camera, dozens of mobile phones were broadcasting her live broadcast at the same time, and the aisle was packed. Xu Na, the market leader, has become accustomed to such lively scenes.
Xu Nai, head of the live broadcast center of Guangzhou Wanjia Clothing Wholesale Market: Normally, all our stalls will be closed at 3:30 or 4 o’clock in the afternoon. After 4 o’clock, the anchors downstairs will come up to get the goods, broadcast and sell them by themselves. Usually there are 50-70 people, sometimes there are 100 people.
Xu Zhe told reporters that some of these people do clothing wholesale business at the stall downstairs, and some get goods from this market and then call Sales on merchant platforms, as well as newcomers who come from all over the country and have just come into contact with this industry, everyone has one thing in common, that is, they want to pursue the trend of “live streaming to bring goods”.
Anchor Dalong is one of them. He has been in the physical clothing business nearby for almost ten years. He started to get involved in live broadcasting last year and has witnessed the changes that live broadcasting has brought here.
Anchor Dalong: The place where we are now used to be a dilapidated warehouse. At that time, the rent was more than 1,000 yuan a month. Now, Some stores sell 1 million or 2 million a year. Doing live broadcasts is very tiring, but our sales in one day may be the same as the sales in the previous year. The sales on Double Eleven were more than 1 million, but less than 2 million, and it only took 4 hours.
Anchor Doudou: Last year, there were not many anchors. This year, people from all over the country are coming here to be anchors. Guangzhou’s clothing wholesale market has corresponding anchors broadcasting there.
This is just one of the many clothing wholesale markets in Guangzhou. Data provided by the Guangzhou Municipal Bureau of Commerce shows that Guangzhou’s professional wholesale market Started in the 1980s, there are currently 713 merchants in the market. The total number of merchants in the market exceeds 800,000, and the total annual transaction volume of the market exceeds 1 trillion yuan.
It is worth noting that the Taobao live broadcast platform’s sales volume last year was 100 billion yuan, and this year the sales volume of major live broadcast platforms will be even larger. For the traditional wholesale market, being close to the upstream of the industrial chain gives it the advantage of shipping speed and volume, which is very consistent with the immediacy and speed required by live broadcasting. At present, many of the more than 4,000 merchants in the Wanjia Clothing Wholesale Market have tried live broadcasting, but some are still waiting and watching, worried that live broadcasting will cause the loss of original wholesale customers. The traditional wholesale market is changing driven by live streaming.
Revealing the secret of the clothing factory behind Internet celebrities: quickly launching new products to find popular items
Live streaming The rise of the Internet is changing the traditional wholesale market, and in the upper reaches of the industrial chain, clothing factories are also changing rapidly. What are the factories behind Internet celebrities like?
The reporter came to a clothing factory in Dongguan, Guangdong and saw that workers on the production line were still busy near lunch break. . The person in charge said that they have been working overtime recently to rush for orders for the “Double Twelve” and Christmas holidays. Since this year, in order to cope with the large number of live broadcast orders, they have increased their production lines from 20 to 40, so as to meet the needs of major anchors for simultaneous shipments.
Wan Xiangshu, general manager of Guangdong Dongguan Yingshang Clothing Co., Ltd.: The rise in live broadcast orders has brought us sales growth , this year our sales volume increased by about 30% compared with the same period in previous years. According to the product needs of each anchor, we will accurately match the production line for him. There are special T-shirt production lines, shirt production lines, and dress production lines. These products…�The production lines are all built for different internet celebrities.
The person in charge told reporters that they have reached cooperation with many well-known anchors, and live broadcasts are also changing their production and processing models. Which types of products may become the next hot items? Become a question that the design team considers every day. What is certain is that the live delivery channel is shorter and more direct, which puts forward higher and faster requirements for clothing design, style development, and fabric selection.
Yang Zhixiong, Vice President of Guangdong Garment and Apparel Industry Association: Find a designer to customize a series for Internet celebrities and complete the design It may take only one day for the samples to be produced. After that, the Internet celebrity can basically get the clothes in 2 to 3 days. He will directly go to the live broadcast online. After the live broadcast, he receives the order and schedules it for delivery within 7 to 15 days. goods. The entire cycle, from design to market launch to getting it, may only take about 10 to 15 days.
Live streaming has accelerated the pace of new products in the clothing supply chain. Today’s clothing business has changed from high inventory in the past to small batches and high frequency. Industry insiders predict that next year, the market size of live broadcast e-commerce may exceed 300 billion. Behind the huge size, the test is still the supply chain capabilities of various traditional industries.
Internet celebrity bases are everywhere and supply chain capabilities are the key to success
Wholesale Market bosses have become “Internet celebrities” to endorse their own products. However, for those who have never done business and want to try selling goods through live streaming, how to find sources of goods and attract fans is difficult at the beginning. At present, many organizations have emerged that provide “one-stop” services for such novice anchors.
Anchor Anna lives in Foshan and usually comes to Guangzhou every day to select items for live broadcast. Recently, she moved into an Internet celebrity base next to the clothing market. In her opinion, this not only It saves commuting time, and more importantly, you can communicate with many colleagues on how to bring goods, which creates a more working atmosphere.
Anchor Anna: After the broadcast, you don’t have to drive back, just come up and rest. The rent is not expensive, more than a thousand bucks. It has everything here, including cooking, laundry, and air conditioning. There are many anchors and we can communicate with each other.
The Internet celebrity base where Anna is located has a construction area of 60,000 square meters, a warehouse of 10,000 square meters, and 800 apartments and live broadcast rooms.
A room like the one Anna lives in ranges from 20 square meters to 50 square meters. It is both an apartment and a live broadcast room for novice anchors. Novice anchors need to conduct initial incubation here. After gradually maturing, as the number of team members increases, it will be moved to a more spacious live broadcast room. The person in charge told reporters that the reason why the Internet celebrity base is opened here is because the supporting supply chain here is very complete. There are more than 20 large-scale clothing wholesale markets around, and you can get the supply of goods as quickly as possible. What styles are popular in the market will soon spread to various live broadcast rooms. At the same time, they will also recommend some styles based on the styles and audience groups of different anchors. Clothes.
Ye Wei, head of the supply chain of Guangzhou Hongpin Internet Celebrity Base: After the customer places an order in the live broadcast room, we will give it to him By looking for fabrics and processing factories, we can make 20,000 pieces of clothing in about 48 hours. Because we have many cooperative manufacturers, merchants don’t have to press down on goods or inventory.
In fact, since last year, more and more Internet celebrity bases have emerged across the country. Most of these bases rely on local industrial advantages, such as ceramics, jade, various In professional markets such as agricultural products, the profit model mainly relies on “rent + anchor sales share”. Industry insiders pointed out that investing in and operating Internet celebrity bases requires a large amount of funds. If a series of problems such as the supply chain cannot be solved, blindly chasing the trend may bring risks.
Lin Zhuanjia, the person in charge of Guangzhou Hongpin Internet Celebrity Base: There are more and more Internet celebrity bases now. Everyone feels that This is an outlet. This thing is not that easy to do. We have invested tens of millions so far. My plan for next year is to sign 1,000 anchors in the Internet celebrity base. If this goal is achieved, I can make money back next year. </p
