Live Broadcast Economy Activate Clothing City

Four months ago, the Wanjia clothing wholesale city in Guangzhou was covered with red carpet from the first floor to the third floor. A more than 20 year old girl walked out of a black Rolls-Royce, tied a ponytail, carried a Dior bag, and waved to a fan like a big shot.

Her name is Kaka, a fast anchor with 400 thousand fans. On this day, she only opened a new store on the third floor of Wanjia.

Outside the Red Alert line, the country's largest clothing wholesaler circle keeps its daily rhythm. People are carrying a black vest bag in a hurry. There are 300 thousand buyers coming and going every day. There are 20 thousand people in the package service and four thousand or five thousand tons of sunrise.

Wanjia's Shahe clothing trade circle is the earliest wholesale clothing distributing center in Guangzhou. As early as the beginning of the reform and opening up in 1980s, because of its proximity to Hongkong, it evolved from the farmers' market spontaneously formed by the surrounding villagers to the clothing trade market that the whole country came to pick up, with an area of 1.26 square kilometers and 24 professional clothing wholesale markets.

A year ago, the live wave came roaring. It is amazing that a net red girl can sell a stall for two days in a half day. All the best businesses sitting on the ground and waiting for customers could no longer sit still. They had hung up the front page, red net and welcome handwritten advertisements.

The little girl like Kaka and big eyed sister turned into a hottest net red, which was passed on from Wan Jia.

　 1 sudden net red

Among those in Shahe, Chaoshan people, Zhanjiang people and Fujian people have always been the majority. Little sister from the Chaoshan area.

In 2013, Chaoshan girl graduated from the big eyed sister school and later found a job here. Since her memory, parents have been doing wholesale sports business in Shahe, Guangzhou all the year round.

Out of love for women's clothing, big eyed sister did not enter her own stalls. She was attracted by a hand-painted signboard Han Fan dress store in Nancheng, Shahe.

The LUCKYYY stall boss is a pair of post-80s couples, and two couples began to do business when they went to university in Wuhan. The boss, Zhong bin, later told others about the scene of Yang Yang's interview with big eyed girl. He could still repeat the picture at that time: the big eyed girls wearing white lace skirts were shining.

Since then, big eyed sister has become one of the five girls in the LUCKYYY stalls. Like other girls, she wears exquisite makeup and wears new models in store, waiting for customers to come to ask for goods.

At that time, the big eyed girl had already sold the potential of selling explosive money. The edition of big eyed sister has become the target of other stacks imitation, and even the photo of big eyed sister is printed directly on the shelf in front of the stalls to attract business.

Three years later, in 2016, Fujian girl Kaka followed her sister-in-law to move the dress stalls from Humen to Guangzhou Shahe.

In the stalls, sister-in-law and Kaka have a clear division of labor. The sister-in-law is responsible for sorting, accounting, cleaning and so on. The beautiful Kaka is wearing a new dress in the stalls, turning around and putting POSE on the side, holding a Taiwanese flavor of Putonghua.

That year, a host of live broadcast with mobile phones and brackets appeared in front of the stalls. Although they are called "anchors", they actually use the video platform to sell and earn the difference. They scour goods and pick up goods at various stalls, and then sell them through online channels.

At the beginning of 2019, the 68 year old fast runner, the cool old man, was mixed up in the wholesale clothing market of Shahe. He recorded his sad experience of being scolded, cursed and dragged for more than three months.

The cool old man accidentally caught four girls dressed in dresses at the LOYO stalls, and the girls, together with the clothes on the stalls, boarded the popular hot spot. Some of the two anchors in fast fashion were followed by one of them. One of the girls named Kaka was photographed very much like Liu Yan. These anchors became the first fans of Kaka.

Kaka's fans will be less than eight square meters. Kaka's sister-in-law thought of the scene of red explosion, with a face full of guilt, he said, "people are more than enough to occupy the next door stalls and obstruct others. Customers want to come in and get goods.

Kaka has been in the shop longer and longer after becoming a net red. Originally only two hours a day in the store, gradually extended to four or five hours.

More and more time spent on Kaka stalls, and the group of anchors with mobile phones and shooting stents. The anchors take the lowest factory price and sell the profit slightly after the broadcast price is raised.

The larger the number of fans, the more clothing they will sell, the higher their incomes will be. For this reason, the anchors only try hard to shoot, edit and record Kaka's passages, so as to raise the number of accounts and the number of fans.

The picture of Kaka is recorded by the anchor of the pantry. The video produced is like a commodity displayed in the anchor account. The image label of Kaka changed smoothly from "little Liu Yan" to "big net red", and more and more people spread.

　　 2 build net red base

As early as 2016, as the wholesale business of Wanjia jeans went from bad to worse, Deng Minzhi, general manager of Wanjia, began to think about how to transform when the Tianhe District government proposed upgrading and upgrading the wholesale market. At first, Wanjia plans to transform the third floor into the original design center for women's wear, so as to attract some top-quality brand women's clothing to Wanjia.

In order to prepare for the upgrade, Wanjia terminated the contract of some stalls ahead of time, recovering the stall from the compensation for rent. But in the end, the transformation proved to be a less successful choice. Because some of the high-end brand women attracted to leave the Wanjia.

What is wrong is that the rise of net red live shows Deng Minzhi another road.

In the second half of 2018, Wanjia began planning the net red live broadcasting base on the third floor, and many agencies threw an olive branch to Wanjia. Finally, this single businessman is Jin Yuqing, a businessman in Hangzhou who runs the online shop. He took two northeast partners to organize a network of red live center.

Jin Yuqing, who was 30 years old, was tall and thin with an exploded yellow hair. He spoke like a Northeastern Dialect and looked like a boss.

He rented eight stalls at Wanjia as the prototype of the net red live center. After a year of building up the team, Jin Yuqing invited several fans at the opening ceremony of the net red live center to share the experience of net red entrepreneurship.

Jin Yuqing uses his resources to bring a group of net red to Wan Jia, introducing stall resources for the foreign anchor, and developing his own anchor through signing up. "Yuri Huang is equivalent to our entertainer."

For the company's official signing of the "anchor", the profit of clothing sales is divided into platforms and anchors. For the form of cooperation, the anchor will be determined according to the input. At present, there are more than 70 anchors of Jin Yuqing's company signing and cooperation, and each anchor will have relevant personnel in operation, content and supply chain.

Jin Yuqing did not think there was no rule to sell live sales. In the process of team building, Jin Yuqing explored a live "routine" through multiple live broadcasts, including determining the length of the broadcast before starting the broadcast, and determining the budget of the theme goods and activities. Jin Yuqing, who is betting on the anchor, thinks carefully about the links that may cost the live broadcast.

Nevertheless, Jin Yuqing was still in a state of deficit during the year of entrepreneurship.

Deng Minzhi's development of net red Training Institute is pleased with its success. Foreign anchors are likely to get rid of the market after accumulating a certain popularity. But through the net red Training Institute nurturing the boss of the stalls, the traffic can remain in Wanjia.

Since then, the frequency of net red entry has been increasing. Jin Yuqing made an opening ceremony, and LUCKYYY invited the fast fans to set up the "ten thousand fans online", and under the repeated propaganda and promotion, Wanjia gathered more and more dreams to build a live women's clothing store.

Xia Lin, the founder of SUN LOS ANGELES dress, has been in Taobao store for eight years, and currently has two stalls in Wanjia. Seeing the heat of live selling, Taobao's experience of passing through the train told him: "where is the traffic, the money is there."

Spent a month, Xia Lin's fast fans number has reached 60 thousand. He encouraged all the stalls in the store to sell accounts. Now, the number of fans in six or seven stores is between 100 thousand and 180 thousand.

Xia Lin has calculated an account. One anchor has one hundred thousand fans, so each person carries 200 to 500 pieces per day.

The anchor sells through its account. Compared to the original one, there is a corresponding Commission for every piece of clothing except the base salary. "The monthly salary of the anchor is usually 50 thousand -10 yuan."

If you can sell live goods, why do you have to bear such a high cost of the site? Xia Lin has set up a anchor incubator company, he posted the anchor job advertisement is more exquisite than any other file, he wants to recruit more anchor.

　　 3 stalls change show

Insisting on half a year's live broadcast, Kaka's voice became husky and low.

More and more people come to Wanjia to do live broadcast. The day is too noisy. The Wi-Fi of the mall is also unstable. Carter will change the live time from afternoon to seven p.m.

Wanjia is a wholesale market where clothes trade starts at three or four a.m., and the time of departure is at half past four in the afternoon. In addition to some live slots that will be broadcast at six p.m., most of the stalls have already rolled down the shutters and closed doors.

After seven p.m., there were several lights on the stalls of the Wan Jia couple, while Kaka's voice was just booming.

Kaka went into the studio on time and chatted with the anchors who arrived early. He went to the corner of the stalls and pulled up the drapes and replaced the new ones he wanted to broadcast on that day.

Before kickoff, Kaka made some facial expressions and actions to record the preheated videos before the launch. The anchors, you said, I help Kaka straighten the lines, and they will advise on Kaka's action. During the broadcast, the anchors formed a quiet understanding between each other. They could hear Kaka's husky voice from four stalls.

"The bottom line of Kaka is that when she is broadcasting, others can't speak." A half year anchor with Kaka introduced to the newcomer.

Kaka's live broadcast often takes place late into the night. Under two big lights, Kaka and more than 30 anchors on the scene are all sleepy. The anchors set a cell phone in front of Kaka, staring at another cell phone in their hands and answering questions from fans.

Kaka, standing on the circular display stage, has a green ruler on his shoulder, which is like a tailor. She recognised herself as "designer" rather than "net red".

In live broadcast, Kaka likes to describe clothes by "feeling". She will use different adjectives to emphasize the difference of the sweaters with different colors. Kaka also likes to experiment with two people in a garment to show that this garment is not easy to deform.

In addition to responding to fans' comments, the anchors will send out exclamations and admiration for Kaka in time. They will also appear in conjunction with Kaka to try out fans for live rooms.

The only staff member of Kaka studio is her sister-in-law. Every night, Kaka's sister-in-law will accompany Kaka to complete the live broadcast, assist the anchor announcers on the scene, and clean up the waste cartons. "No team is our family."

After the end of the live broadcast, the anchors will make a good report to the sister-in-law according to the date of the order and the number of orders received by the network. The next morning, they will have to go to the warehouse to pick up the goods and deliver the goods.

Unlike Kaka, the 24 year old big eyed sister is more accustomed to the live broadcast at noon. At half past twelve noon every day, the big eyed sister had not arrived yet, and the anchors had already gathered in the stalls.

After changing the new sweater displayed on the day, the big eyed girl walked up to the booth with a microphone. In a live broadcast, the big eyed girl has to broadcast twenty or thirty clothes, five or six of which belong to the new model. The duration of the one-piece display is about 5 to 10 minutes.

The anchors on the platform quote the fans who are watching the live broadcast, and the big sister uses the microphone to bring up the voice. Big eyed sister explained on one side, while the anchor on the stage declared the bill. The assistant of big eyed sister loudly reminding.

As the signing master of big eyed sister stall, it usually needs to pay a sum of ten thousand yuan, which is deducted from the goods in future. Zhong Bin explained that the payment of ten thousand yuan is to prevent some people from buying pirated goods at a low price. In the new fashion of Shahe, the fashionable style is the basic advantage of stalls.

After two months of broadcasting, the biggest accomplishment of big eyed sister is short selling all the new versions on a live broadcast. She could not remember how many pieces were sold. Roughly calculated, the five or six edition of clothing will have four colors, one hundred items of different colors, four hundred to five hundred pieces of clothing, and more than 2000 of all short sellers.

More than four hours after the live broadcast, big eyed sister sold the new volume almost as much as some shippers shipped for two days.

After the big eyed girl became popular, Zhong Bin signed a contract with big eyed sister for the next five years. He looked forward to the big sister's eyes not only to be a store manager of a women's wear live shop, but he built a recording studio in the company, allowing big eyed sister and other Internet companies to participate in recording some songs.

"We have plans for big eyed sisters." Zhong Bin, sitting in his own Korean store, fiddled with the food in the bowl. He looked up at the big eyed sister. "The future is going to be a" anchors "like Wei Ya.

Under the demonstration effect of Kaka and big eyed sister, the stalls with conditional live broadcast are expanding enrollment, hoping to develop themselves into a MCN institution (net red operation organization), and through the cultivation of net red and then put it into multiple channel platforms, the traffic volume is realized.

4 no business

　　 A year ago, Zhu, the 28 year old housewife, brought ten thousand yuan to bring his family from Jiangsu to Guangzhou to develop. She rented a house near Shahe and wanted to make a career. Unexpectedly, she touches the wall in the wholesale clothing stalls of Shahe.

Zhu discovered that the stalls were young girls aged 18 to 20. Although they were not old, they were there. When she saw the job advertisement, she suddenly lost her courage.

After a period of time buying, shop wholesale, did not earn money, she only rely on selling micro products to sell local products, often live beyond their means. For a whole year, Zhu Cai not only spent ten thousand yuan, but also used part of his family's loan.

As the days passed, she thought she would not come back after all. Until I met big eyed sister, the idea was completely dispelled.

LUCKYYY Wanjia shop opened for second days, and Zhu went to the eye of big eyed sister. Zhu was only squeezed into a corner. Although he had a bad view, he could still see big eyed sister. At that time, big eyed girl wore a T-shirt and a black skirt. It was like another net red. Zhu only thought of the video title in mind.

But let Zhu wonder that the video volume was up to about three million after taking a few videos to the jitter. That week, Zhu's fans increased from ten to more than 10000.

People kept asking about the link of the girl's costumes in the video. Zhu only remembered that she hadn't drunk any water from morning till night in the days after the video was released, and kept replying to the news.

For a few days, Zhu went to the big sister's stalls to find a girl's bill. After becoming the contract host of big eyed sister, she paid ten thousand yuan for membership fees, and several times that day, she deducted the amount of money.

At the lowest wholesale price, Zhu ordered orders from big eyed girls' stores and sold them through online channels to earn the difference. "For me, this is no business."

At that time, Zhu only sent a circle of friends, "I feel alive again."

Since the start of the broadcast, big eyed sister has been resting for two days a month. A voice host told her that there were hundreds of thousands of hours of playtime without rest, and the amount of video played by the big eyed girl was on the decline. The anchor said impolitely, "don't take a rest later."

Big eyed sister reflected on herself. "I really don't dare to rest."

Zhu can't blame such a newcomer for overtaking corners, but a lot of prosperous traditional stalls are too busy to be interested in direct seeding.

"We do not live broadcast, no energy." A boss on the first floor of the women's clothing District refused directly to the Southern Weekend reporter's enquiry. He couldn't insert any topic that had nothing to do with the rush on the first floor.