Guangzhou is the most concentrated area in the domestic wholesale market, which involves all aspects of clothing, food and housing. However, due to the impact of the electricity supplier, the wholesale market is also seeking transformation. The reporter has learned that the wholesale market has begun to explore the operation of the online and offline businesses under the net red anchor, and is beginning to show its effectiveness.
Affected by this, directional training institutions around the anchor should also be on the capital outlet.
According to analysis, there are differences in the pattern of gold absorption between such anchors and talent anchors, but the former can get two-way sponsorship from platforms and businesses, and has become a field that many new anchors want to try.
Wholesale market depends on "social business" transformation
The Tianhe computer city, located in Guangzhou, launched the upgrading of three years ago. It has attracted a lot of media attention. At that time, the outside world explored the transformation of specialized wholesale market very much. Especially for Guangzhou, which has nearly 1000 professional wholesale markets, how to upgrade and upgrade the old wholesale market has become a matter for the local and even the whole country to wait and see.
However, one problem seems to have never been mentioned. Why does the traditional wholesale market need to be transformed? In terms of transformation itself, will there be any impact on the operation of other specialized markets? According to the daily economic news reporter's investigation, this worry exists, and in view of these embarrassments, the traditional wholesale market is seeking new ways to rescue business, which also gave birth to the net red economy.
"The main reason for the transformation of the professional market is related to its declining rental rate." According to a person who has long been concerned about the development of Guangzhou's professional wholesale market, the transformation of Tianhe computer city at that time is related to the small boss's "electric shock". "Under the Internet connection, go to the nearby stone sign to find a village in the city and rent a computer, rent a few more rooms, and put the inventory in place, so that they can do business and pay thousands more rent."
Coincidentally, there are many tea wholesale markets located in Nansha. Market traders said they had to consider the problem of the loss of tenant merchants. "If they are gone, they can only do something else to make a transition." It can be seen that the transformation of the traditional wholesale market, on the one hand, from the market forced, under the downward pressure of sales, many businesses began to work hard from the marketing channel; on the other hand, the wholesale market owners are also worried about the loss of resources, so they dare not pour too much effort on the allocation of marketing improvement.
But there is indeed a way to form complementary advantages in the middle of contradictions, making the flow realisation realized by another way, that is, the application of "social business" in the specialized wholesale market.
According to the foregoing sources, a peddler from a tea wholesale market in Nansha has consulted him. Through training the anchors, the development of the resources from direct broadcast to wholesalers supply, sales and logistics integration has been developed. The marketing of anchors is a way of innovation, but the difficulty comes from the head anchor, the waist anchor, the small anchor and the new anchor.
"Through the sale of the anchor line, the performance can be greatly improved, without hindering the operation of the offline stalls." According to him, the way to play such anchors is different from the talent anchors that everyone contacted before. If the latter needs to absorb powder and realiscate through talent and skill, the latter is directly sales window, and the core strength lies in quantity and price. The market participants said.
According to him, the broadcasting platforms of these anchors are different. Some of them are in YY, tiger teeth, and some live rooms in the big business platforms. The image conditions are especially good. "But it's not all about attracting tourists and big guys to reward, but small profits but quick turnover." It has been revealed that if these anchors cooperate with merchants to become their sales outlets on the live platform, businesses will even offer below wholesale prices for the supply of anchors here, and then ship a large quantity through the popularity of the anchors and marketing methods.
In fact, such marketing methods have already taken the main circuit. Lipstick Li Jiaqi can sell 15000 Lipsticks in 5 minutes. Live a sister, Vic 2 hours can bring 267 million; fashion designer Zhang Dayi's personal performance accounts for half of its listed companies. These are typical cases that rely on the anchors to boost sales.
Zhou Dianbin, an expert from Guangdong Nanyue Economic Research Institute, told reporters that there is no contradiction between doing business online and discussing business under the net. The upgrading and transformation of the professional market is not the logic of eliminating one side from accomplishments of the other side, but through mutual guidance, support and restriction through market means. "Net red live broadcast is applied to the sale of professional wholesale market, and it is also a new attempt to expand and expand the marketing channel of the latter. On the one hand, it can ease the atrophy of shop sales through online sales; in addition, it can innovate application scenarios to diversify the functions of the professional market, such as opening commodity experience zones in the market, providing protection for online and offline interaction, which not only meets the needs of booming market, but also increases opportunities for businesses to increase profits and profits."
Net red training institutions on the outlet
If net red anchor is becoming one of the starting points for upgrading and transforming traditional professional wholesale market, conversely, market demand is also giving birth to the training and commercialization operation of net red anchor. What can be seen is that capital has been entrenched in these years, and the training institutions related to net red have begun to stand on the draught.
"I'm promoting it on a short video platform, and I charge 1 yuan for a single browsing platform." What is the concept of a dollar? People who have Internet marketing have told the daily economic news reporter that this is already a very high price, and the reason why they call it high price is "platform influence on the one hand, but the bottom line is the buyer's bottom." if the core audience circle has little traffic and transformation, it must have been a problem before his recommendation period.
Zhou Dianbin also mentioned that the cost of promoting business by oneself is very high. In addition to daily advertising, it is also necessary to pay high cost to the platform side according to the click data of traffic. This is a challenge for breakout enterprises with difficulty in balance.
Why can anchors break through such barriers to save costs? Some analysts pointed out that not all the anchors are carrying their own traffic, but not the new anchors have no capital to attract popularity. On the one hand, their own conditions are not bad, on the other hand, they have more favorable prices. More importantly, "these anchors and even behind the team are doing sales scripts, sales copywriting, planning, layout, execution and user feedback and other professional things, which is relatively rare in the previous social business." Zhou Dianbin said.
However, the anchors who are combined with traditional professional wholesale market are also facing difficulties and constraints. The biggest obstacle is how to get out of the way of reward and support themselves. According to industry sources, if the anchor signs a contract with a business, the royalty will be rebate according to the profit of 20%~30%, excluding the reward fees collected on the platform. "This has also greatly stimulated the exploration of contemporary young people to try new anchors, and in the light of market supply and demand, their future way out is likely to be team warfare, so the way out is not bad."
Extensive market demand and visible return made the training of anchor training thrive and capital began to flow. Reporter statistics found that many institutions or organizations have been favored by capital. For example, in July this year, the grey zebra got the 20 million yuan A round financing from the intelligent marketing service agency, the company's whale computing technology. The company was good at starting hatching red from vegetarian and zero fans.
The analysis of net red economic business model innovation and investment opportunity depth released by the foresight Industry Research Institute pointed out that the net red economy has entered the gold development stage, and the market scale has exceeded 100 billion. Business, advertising, reward, payment services, offline activities, net red economy business mode and cash means are becoming more and more abundant, and gradually formed a more complete industrial chain, has become the world wide web of things, affecting the business, video live, electronics, beauty and other industries and platforms.
It is time to test whether or not to promote new business opportunities such as various wholesale markets in Guangzhou. But it is obvious that with the video marketing entering the main circuit, "net red + live + business" has become a new mode that businesses must pay attention to, and the rise of complementary training institutions has also become a new investment blue ocean. Of course, even with the help of the anchor, there is still a serious shortage of homogenization competition. Zhou Dianbin said that we should work hard in differentiated management, especially in marketing means, "create new market concerns and commodity binding, and then explore mashup thinking or even reverse thinking in business mode, or we can get twice the result with half the effort".
Source: Daily Economic News Author: Ren Fei