During the epidemic, e-commerce live streaming has become popular. When the competition for traffic surged, Shahe people had no time to think and hurriedly transformed into anchors to break into the traffic world. They try to sell clothes in the live broadcast room.
Afternoon, Wanjia Clothing Wholesale Market There were crowds of people and amidst the noise, Chen Hao, a man from Shandong in the women’s clothing stall, shouted on his mobile phone. This afternoon, he will stand in a clothing stall of less than five square meters and sell tens of thousands of clothes through live e-commerce.
The place where Chen Hao stood was Shahe Market, one of the largest clothing wholesale business districts in the country. Since the reform and opening up, it has continued to grow and now covers an area of 1.26 square kilometers. There are 24 wholesale markets and nearly 20,000 shops. It attracts 300,000 wholesale customers every day to shop for goods, and the daily shipment volume reaches 3,000 tons.
Aerial photography of Shahe Market
Under the epidemic, e-commerce live broadcast trend rise. When the competition for traffic surged, Shahe people had no time to think and hurriedly transformed into anchors to break into the traffic world. They try to sell clothes in the live broadcast room.
According to media reports, Guangzhou, the “Internet Celebrity Capital”, is promoting the “Ten Thousands and Tens” project and hopes to train 10,000 goods experts. Now every 100 Eight of the anchors who bring goods are from Guangzhou.
The anchor broadcast live at the stall
The track is in place, Shahe Live broadcasters are gearing up. Whether it is a big anchor or a small anchor, a large stall or a small shop, a competition for traffic is unfolding here. Where the craze will push live broadcasters, they are still figuring out.
Transformation: Stumbling, Shandong Han broke into the world of live broadcast
Standing in front of the women’s clothing stall, Chen Hao has become the “second brother” of Kuaishou anchor “Kapok Brothers”.
“Hey babies, have you missed the second brother?” In the afternoon, the second brother opened his voice in front of the screen, and the live broadcast room was considered to be open. 3,000 “babies” came after hearing the news, waiting for his performance and the “cost-effectiveness” behind him – a 29.9 yuan T-shirt.
“The last time! Five, three, one…” The countdown sounded, and the rush-buying atmosphere in the live broadcast room urged the transaction. The number of transactions increased sharply in seconds, reaching 500 items. The clothes were sold out.
Someone asked in the live broadcast room whether the quality of this clothes is good enough and whether it can be worn by fat people? The second brother put the women’s T-shirt on directly. After five minutes, the Shandong man, who was 1.8 meters tall and weighed 200 kilograms, was sweating profusely. In this state of selling, he usually needs to persist for 4 hours and broadcast twice a day to achieve the goal of selling more than 10,000 pieces per day.
Coming to the Wanjia Wholesale Market live broadcast with Chen Hao, there is also his brother Chen Tong, plus the pattern-wearing model, the three of them formed the “Kapok” live broadcast room. Chen Tong communicated with the merchants and sent photos of the selected clothes to the backend team on Zengcha Road, 20 kilometers away. As soon as Chen Hao shouted, the goods in his hand became purchase links on the screen.
In the Shahe Wanjia Wholesale Market, anchors holding tripods can be seen everywhere walking among the stalls asking, “Can you broadcast it?” And if there is Kapok like this When big anchors come to visit, businesses will take the initiative to extend an olive branch.
Kapok Brothers Live Broadcast at the Stall
Kapok Brothers Live at the Stall Live broadcast “Can you come to my house and broadcast it too?” Chen Hao is the kind of person who is popular with stall owners – Kapok Brothers’ 1.8 million fans are a guarantee of sales. After Shahe resumed work, when Chen Hao returned to the market, the stall owner welcomed him with a hug and said, “You are back.”
Before becoming anchors, brothers Chen Hao and Chen Tong were already in the market. Shahe has been working hard for ten years, pulling a trailer, working at a stall, running a factory, and running an online store… They have experienced the upstream, midstream, and downstream of the clothing industry, and are familiar with every corner of the industry, giving them absolute confidence in picking goods. . They also regard this as their core competitiveness. “If you look at the hemming and threading of a piece of clothing, you will know how many people are behind it.”
But just now At the end of 2018, when he came into contact with live streaming, Chen Hao could only sell one piece of clothing a day in his live broadcast room. Compared with his online store, which frequently sells thousands of items, Chen Hao felt that “live streaming is just a new thing to try.”
The turning point occurred during a live broadcast at the end of 2018. The work released by Chen Hao became a hot topic on Kuaishou. Traffic suddenly poured into the live broadcast room. In order to catch the traffic, Chen Hao did not dare to go live and broadcast live for a full 24 hours. That day, Kapok Brothers gained 100,000 followers.
Kapok Brothers live broadcast at the stall
From the active broadcast How long does it take for a small anchor to become a big traffic player sought after by merchants? Chen Hao�Internet celebrity Yaoyao is worried about quality control issues. If the product promotion is not strict, the character may collapse once it rolls over; Xiaoshi and Li Sha see the hidden contradictions behind e-commerce live broadcasts. The purpose of live broadcasts is to stimulate impulse consumption. , but how many customers will stay when the impulse fades…
But there is no doubt that live broadcasters will continue to toss in the sand river.
“Anchors have to broadcast new products every day, so they can’t do without Shahe and Guangzhou.” Chen Hao said that Shahe is his starting point, and the live broadcast meeting at the market stall Give fans on the other side of the screen a sense of reality, which includes not only his products and prices, but also his “personality” – a Shandong man who has always been at the forefront of the women’s clothing industry.
In 2011, the Chen Hao brothers planned to set up a clothing company. He asked his brother Chen Tong, what was the name of the company? Seeing the kapok blooming on the road, Chen Tong said, when we come to Guangzhou to rush to Shahe River, we must take root in Guangzhou and bloom in Guangzhou. We are called “Kapok Brothers”. It’s spring again in Guangzhou, and more kapok is waiting to bloom. </p
