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Wenzhou Garment Enterprises Are Stepping Up Their Efforts To Catch Up With The "Draught" Of The Era.

2020/3/26 15:57:00 176

Clothing Enterprise

If it is not an epidemic, many of Wenzhou's clothing enterprises will still be slower to "live". "On the one hand, it is forced, on the other hand, because of the isolation of the epidemic, we have time to calm down and learn new things." Zheng Xu, general manager of Zhejiang PPU Clothing Co., Ltd. admitted.

Reporters recently interviewed a number of Wenzhou clothing enterprises, summed up in a few common points: brand clothing, offline stores widely distributed, zero foundation groping for live broadcast. Whether they have tested the live broadcast before the outbreak, the exploration and investment are far ahead, and they want to build a mature team, and they are more determined to get the initiative at the sales side than ever before.

  The company's internal emergency training is on the job. After 95, the new people groped for the backbone.

Yongjia 95 after girls Bebe is retro women's clothing D-HARRY shop guide, but also the shop's plane model. In mid March, she has just completed the first live show in her life. In an hour and colleagues turned to mirror, she showed up four or five new products for the season. The end of the live broadcast was 10 o'clock that night.

"The company's dress rehearsal is slightly better than the previous two days, mainly because of customers' questions, so I can answer the embarrassment of not knowing what to say." Bebe said, in order to prepare for the new live broadcast, she prepared the product selling point 3 days in advance, so as to refine the highlights of the company's professional information.

The same 95 Guan Peisheng jasmine is also the first time to be a TV anchor. "In addition to introducing products, combined with scene recommendation, it is more important to promote the atmosphere of live broadcast and grasp the rhythm of interpretation and interaction." Speaking of half a month's live experience, jasmine concluded.

In the eyes of D-HARRY founder Ye Jie, this group of "anchors novice" selected inside the company is still a bit green, but the advantage lies in their familiarity with their own brands and great room for growth. During the epidemic, D-HARRY accelerated the layout of the live broadcast of e-commerce, and organized the live teams and venues in Wenzhou and Shanghai respectively. Prior to that, their live broadcast activities mainly worked with external anchors, and the effects of different anchors were quite different.

In addition to letting employees walk to the front line, some bosses of shoes and clothing enterprises in Wenzhou even go directly to the stage. For example, Zheng Laili, vice chairman of Kangnai, has appeared in the company's major live events more than once. After the first live broadcast of Kangnai's return to work in March 7th, Zheng Laili's personal recommendation was quite popular.

   If we want to skip the "net red anchor", we should first accumulate customers.

In the interview process, "customer (household) quality (quantity)" is the high frequency word in Ye Jie Kou. "We want to reach customers through live broadcast, and we will certainly recognize our brand oriented and high quality customers. But a whole category of e-commerce hosts can hardly match exactly what we need. Ye Jie said.

The reason why D-HARRY wants to develop his team internally is to broadcast live this year because there are many unstable factors in the cooperation with external hosts. For example, it is necessary to have a deadline with the net red anchor. The time does not necessarily conform to the company's sales arrangements. Some of the anchor's sales return rate even exceeds 50%, resulting in waste of logistics and other links.

However, if you don't invite the Red Net anchor, the biggest problem is traffic.

For D-HARRY and menswear 4cm, this year's self built live broadcast team, the first task is not "open source", but online almost no one to shop, the use of so-called "private area traffic", through the service stock customers to reduce losses. In essence, this is an upgrade to WeChat's friends circle.

D-HARRY has more than 150 stores throughout the country. The previously established customer unified management system centrally integrates customer information from all over the country, and the window for customers to connect is WeChat subscription number. 4cm has 100~200 stores in the country, stores accumulate their own VIP customer resources, and can also launch live customers to watch live online in a short time.

The difference between the two is that the live content of D-HARRY is biased towards new models, and is mainly based on display. Customers also need to purchase orders through their exclusive purchase or to shop. While 4cm combined with the users' habits of the live broadcasting platform, the main idea is to launch the "second bargain" to try to digest the inventory, and is tightening up the technical docking so as to directly link the live broadcast to the purchase page.

These garment enterprises do not rely on net red anchor "self-reliance", the premise is that they have done a lot of customer accumulation. "What we estimate is that about 80% of the customers who are attracted to the final order by live broadcasting are old stock customers." Ye Jie said.

In addition, in order to ease the backlog of inventory, start the next quarter of clothing reproduction, "4cm", "Pepe Bea Bea", "GK fashion men", "little golden eggs" and other 15 Wenzhou clothing enterprises, also jointly launched online "3. 28 community purchase" new mode, through the network sale to help themselves.

The "3 / 28 community purchase" will focus on the factory price sale in WeChat small program "4cm mall" in March 28th. It promises the lowest price of the whole network and supports the return of the price. "From the perspective of enterprises, backlog of stocks is in urgent need, and capital preservation or even losing money are only for self rescue. If the brand can return to the capital to return to work as soon as possible, the garment manufacturers can also invest into the next season's production as soon as possible, and the circulation and circulation of an industry will be restored, which is meaningful for employment, consumption and economic recovery. Cai Fulin, chairman of Zhejiang CCM Clothing Co., Ltd.

  Find your place in the live broadcast business ecosystem

However, there are also live "Xiao Bai" clothing enterprises at the beginning of the "public domain traffic" launched a challenge. Although Pu Pu Er had also had a live broadcast in Taobao, he basically had a direct connection with Taobao and belonged to the "Stocking" state. As the head of the company, Zheng Xu rarely asked, and I didn't know much about the live broadcasting business.

After the outbreak of the new crown pneumonia outbreak, the agents and franchisees of ppl were grieving with Zheng Xu. She felt that whether it was near worry or long-term worry, it was time to devote energy to systematic study of live selling.

During the family quarantine, Zheng Xuxian was trying to drum up his personal voice account. From the beginning, dozens of fans attracted more than 2000 fans. "Anyway, there's more time at home, and I only sleep three or four hours a day for a period of time, that is, constantly searching for information, learning how to increase the number of accounts, and how to broadcast live. The longest live day is broadcast by a person for seven or eight hours." By February 24th, when the company formally resumed work, Zheng Xu had already had a thick stack of notes, which could give lectures to the management of the company and discuss how to prepare the next business live broadcast business.

A seemingly simple live broadcast was equipped with five or six people, one anchors, two models in the back to show clothes, and one person in charge of lighting, one person in charge of copywriting, Zheng Xu himself staring at the side, what problems should be adjusted immediately to solve and sum up experience.

"At the very beginning, even if the right lights were not available, we would try to make a second-hand use first." In the rush hour, the live broadcast has been carried out several times in the past month, and the effect is getting better and better.

In Zheng's view, although the live broadcasting industry has produced all kinds of service providers, it is very important for ppl to lay a solid foundation in the early stage. "I would like to buy a ready-made account, or outsource it. If we do not operate well, then what is the use of our account?" Zheng Xu said: "of course, after some of our basic skills are solid, we will also choose to introduce more cooperation."

"We do live broadcasting, the first is for sales, but also to promote their brand, promote brand influence." Ye Jie said that because of the brand layer, the TV broadcast of clothing enterprises should also weaken the importance of anchors. "Anchors can be changed, but what we want to do is that consumers always recognize our brand and recognize the quality of our products."

  Reporter's notes

Seize the draught of the times

Over the past year, the two top suppliers of e-commerce, Wei Ya and Li Jiaqi, have almost become celebrities, attracting the attention of all kinds of mainstream media. Visible to the naked eye, live broadcasting has become the mainstream business mode of electricity supplier. The outbreak of the new crown pneumonia has undoubtedly further contributed to this trend.

Wenzhou's traditional manufacturing industry has been accelerating the new mode of contact since last year. In the second half of last year, I participated in a lot of offline salon, industry training, such as "live broadcast", and business segments of short video platform such as jitter, fast hand and so on, also accelerated "horse race enclosure" in Wenzhou.

Those who make things in the market are all in line with the trend.

At this point, Wenzhou businessmen should play the spirit of "keeping pace with the times". "Hurry up" is not as good as "catching up with the clock", seize the era draught, and set foot on a new development step in the fierce market competition.

Source: Wenzhou Metropolis Daily Author: Yang Xiaoyan

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