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The Repeated Epidemic Situation Accelerated The Integration Of Traditional Market Market And E-Commerce Live Broadcast

2022/5/25 13:32:00 0

Thirteen LinesLive

Guangzhou ShiSanHang, the first wholesale market for women's wear in China, has been broadcasting e-commerce for many years. But under the repeated epidemic situation, what can not be stopped is the survival desire of the stall mouth people touching the net. Some stalls have taken the lead in entering Taobao, and the thirteen branches of e-commerce island are changing.

On the other hand, they are still strong in their traditional habits. In fact, today, the digital economy represented by Taobao has become an important part of the real economy.

Old buildings, narrow streets, if it is not for the "Lulu" sound of full load of carts rolling over the concrete floor from time to time, it is difficult to connect this place with the source of Chinese fashion and the largest clothing wholesale market in China.

Packages of goods will be transported from ShiSanHang street to all parts of the country (photo source: Deng Xiaoxuan)

This is the ShiSanHang street, a section of SHISANHANG Road, Liwan District, Guangzhou. It is only 350 meters long. However, there are more than ten clothing wholesale markets and nearly ten thousand stores of clothing wholesale markets. In Guangzhou, these stores are collectively referred to as "file outlets".

The 48 story building in the southeast of the street is the new China building, which is located in the southeast. To be exact, it is the 4th-10th floor of the new China building. The latest trend of the season and the original panels of Japan, South Korea, Europe and the United States flow from here to all parts of the country after wholesale.

   It used to be an island of e-commerce in China. Four years ago, even though the online penetration rate of Chinese clothing has reached 25.3%, ShiSanHang is very exclusive to online, and their business chain is still traditional - as a batch of market, it mainly connects with two or three batches of customers, and then sells them to physical stores and terminal customers.

The sudden epidemic situation blocked the two and three groups from going to the thirteen lines. Pressing goods and going out of business have become the norm of countless clothing people in thirteen lines doing wholesale business.

A group of clothing workers in the thirteen lines had to find another way out.

Only doing offline wholesale makes it difficult to survive. Part of the battlefield of sales channels has shifted to online, and Taobao tmall, 1688, Taobao live broadcast and other channels have gradually become the new positions of thirteen banks; In particular, the live e-commerce represented by Taobao live broadcasting is gradually becoming the new trend of the thirteen lines.

Zeng Lina, the boss of the wholesaler who makes a living here, is the epitome of the clothing man of the thirteen lines "trying to change".

   Great changes under the epidemic situation: from rejection to embrace

   "A stall with a rent of 200000 yuan for a month is now used to store sundries"

"Do you want to take the goods? Do you want to take the goods?" Zeng Lina stood at the gate of the stall at 10:00 on May 11, anxiously asking every passer-by. May is the traditional peak season of clothing. Spring clothes and summer clothes are on the market. But she has not yet issued a bill today. The old crowded floors are now crowded with people, so few people can run.

Zeng Lina's stall is located on the 9th floor of the new China building. Less than 10 square meters of the stall is filled with all kinds of European women's clothing, which is the headquarters of European women's clothing.

New China building, every second is filled with the taste of money. The rent here is 200000 yuan a month This means that Zeng Lina has lost nearly 2000 yuan even if she doesn't do anything.

But she's used to it. It was harder last year than now.

When xialina was close to 200 thousand yuan in the warehouse last year, she was very anxious when she came to the warehouse to prepare for the outbreak of melatonin.

In July and August, when we were ready to launch autumn and winter clothes, the epidemic situation in the whole country started to fight back. The thirteen banks were not closed. However, the second batch of people could not come to Guangzhou. There was no flow of people at the gate. There were more stall owners and younger sisters in the thirteen lines than pedestrians. Logistics and delivery were also affected.

A stall on the fourth floor of the new China building, which is an INS style store, saw a year-on-year drop in turnover of more than 50% last year. Businesses could not support the high rent pressure and united to ask the market to reduce the rent; In the first quarter of this year, many stalls could not survive to close down at this time, and there were not a few factories shut down behind the stalls of the thirteen branches. The number of stalls that were more than a few months old now became the destination of umbrellas.

Under the predicament, the cash flow is losing day by day, either endure or change.

A few people moved first. Starting from August 2021, Zeng Lina, like most of the clothing people in the thirteen lines, is thinking about how to increase sales and get rid of inventory every day. In front of her, the most direct but also the most tangled way for her is to be verified by other clothing wholesale markets to be successful—— Online, live.

In the streets of ShiSanHang, the message of "calling for anchor" is posted (photo source: Deng Xiaoxuan)

But even a small wholesaler's small "reform" attempt will encounter a lot of resistance. The first people to lift the table were their former comrades in arms.

"As long as we do online and live broadcasting, we won't buy it." when Zeng Lina was about to test the water for live broadcasting, she received a thorny message that two groups of people who would come to her stall every year to get half a million small goods were very resistant to Zeng Lina's live broadcast.

Zeng Lina can understand the feelings of the second batch. As the most closely related party, the second batch stubbornly believes that online and live broadcasting harm their interests

   "One batch is sold directly to retail customers → retail customers get clothes at a lower price → the second batch cannot sell clothes at a high price → the second batch is overstocked in large quantities → the second batch cannot purchase goods at a larger quantity → the price of goods gets higher"

The transformation of the industry chain of the thirteen industries

The traditional business model of ShiSanHang is to expand its products to all parts of the country through two batches. The interests of the first batch are closely related to the interests of the second batch. This is the main reason why the bank has been reluctant to implement online business, which also makes Zeng Lina feel embarrassed.

But what she didn't see was that the thirteen lines had already been inextricably linked with the Internet. Dayuan village, 20 kilometers away from ShiSanHang, has sold its goods to all over the world by opening Taobao store and tmall store, making it the first Taobao village with sales exceeding 10 billion yuan in China.

So there are exceptions to living well in the miserable wind and rain.

European women's clothing brand across the street K.K On the contrary, the rent of the new stall next door to centre has been moved to a new area of China. On the contrary, it is not only the young people who live next door to the new stall who have lost their hair, but also the young ones who have not been able to live the next one.

The light luxury girl style with sales of over 90 million SHE U Because of the visit of a vice president of Alibaba Group in early 2022, and the subsequent exposure of online marketing volume, it was discussed in all major clothing wechat groups. She u online sales accounted for 11%.

   The proudest achievement is that in the third month of opening the store, it has exceeded 2 million yuan per month.

"In three months, I made the sales volume of the whole year last year, and taught me how to do it" and so on. Countless information came to ask for advice, she [email protected]

She u gate of thirteen lines (photo source: Deng Xiaoxuan)

1688 is Alibaba's B2B platform for domestic trade, which is called "the source pallet of China's e-commerce" in the circle. In the industry, it has formed the mentality of "looking for a factory and going to 1688". At present, many merchants from 13 branches have settled in 1688, selling their products online to Taobao tmall, Shuo Yin, Kuaishou, xiaohongshu and other platforms, including offline clothing stores and retailers.

This is equivalent to 13 lines of file opening, moving the offline mode of two batches and three batches to online.

In the past three years, survival has become the overwhelming reason for the epidemic. The young thirteen line group moved their wholesale business to 1688, taking the lead in realizing "network access" and "touch Taobao".

On the other hand, many "conservatives" have chosen to wait and see.

However, for Zeng Lina, it is necessary for Zeng Lina to do online due to the large amount of inventory, high file rent, and the factory and designer team who have to pay their salaries every month. The most important thing is that "access to the Internet" and "touch Taobao" will increase sales.

Naturally, she u and K.K. became new targets for her to follow.

   Online view: Taotao, live broadcast and Marketing Manager

   Online income can cover labor, APM and 13 line file rental, but also have a small surplus. "

After eating a steamed bun, Zhong Ting began to make up. The broadcast will start at 10:30, and everything will be ready at about 10:25 - debug the equipment, select the 40 key styles to be passed today, and the most important thing is to be a full-bodied self, because she has to live on 1688 platform continuously for 6 hours.

Zhong Ting used to be Zeng Lina's little sister in ShiSanHang. Now it's Zeng Lina apM (a clothing wholesale market with high live coverage in Guangzhou) the manager of the new store is mainly responsible for 1688 live broadcast and daily operation of the store.

In October 2021, after learning the operation mode of K.K., Zeng Lina rented a 100 square meter stall in APM times international, a Guangzhou clothing live broadcasting base, 6 km away from ShiSanHang. It was used for her own display and sales of models with lower originality and lower sales volume, but did not sell new products, so as to avoid conflict with the interests of the second batch in terms of originality.

The file rent here is much lower than that of thirteen lines. The monthly rent of Zeng Lina's 100 square meter stall is less than 80000 yuan, and that of the warehouse is less than 10000 yuan; There are many new stores in the 13 buildings of colene, such as those of the 13 stores in China.

Many brands of APM are also 13 line brands (photo source: Deng Xiaoxuan)

Here, Zeng Lina and other stall owners in ShiSanHang can do what they can't do in ShiSanHang

First, live broadcasting is prohibited by the thirteen banks during business hours;

The second is that the gate of the thirteen lines is too small, which will hinder other customers to take delivery of the goods.

There are two kinds of live broadcast modes: one is that the younger sister in the shop is the anchor of 1688, and Zhong Ting is such a role; The other is to find the walkie talkie to live in the store. This is a kind of anchor group without a fixed gate, but in the wholesale markets such as ShiSanHang and APM, almost all APM stores throw olive branches to them - "welcome live" slogan is even larger than the words on the billboard.

"There are live broadcasting on every floor. More than 80% of the turnover of some stalls is brought by live broadcasting," said an APM investment promotion official. "There are all kinds of live broadcasting platforms. I know a thirteen line business here, and its sales volume has exceeded one million in five months.".

On the move live broadcast (photo source: Deng Xiaoxuan)

Zeng Lina, as the representative of the group of thirteen lines, took the first step in Taotao through 1688 and live broadcast.

Angel, who is a resident on-the-spot broadcast in Zeng Lina's store, chose Taobao like most of them.

"Taobao saves worry, customers have a clear purpose. I just take good care of the goods. I don't need to spend time shooting videos. Even the front page and details of the live shop don't need to be decorated." after seven hours of Taobao live broadcast, angel, with 10000 fans, opened the Taobao store backstage. "The number of online users is very good, and only a few dozen people watch the same number of fans on social e-commerce.".

Zeng Lina herself has wandered in her 1688 shop and Shuo Yin, because these two are different business logic:

   Entering 1688 to do b-end business, docking is wholesale customers Although I am an old profession, I have never done online, so I have a familiar process of starting a shop; Shuo Yin is a C-terminal customer business I have published videos every day and accumulated a certain number of fans, but I am not familiar with this kind of customer practice.

After a month of testing, Zeng Lina resolutely chose 1688 between tremolo and 1688 。 "The return and exchange rate of the live broadcast of shaking sound is about 50%, and less than 15% in 1688." Zeng Lina attaches great importance to the rate of return and exchange. "It costs to return and replace the goods, and the freight insurance costs. If the returned goods are out of season, and they can't be sold in stock, we have a great pressure on the goods."

   In addition, tremolo is more luck than 1688. "Tremolo is a public domain traffic, which can sell a lot when it is well broadcast, but it has also tried to sell only a few pieces when it is not well broadcast; 1688 is private domain traffic, which reminds fans every time of live broadcast, and fans will buy more." Zeng Lina hopes to make the store more stable.

Comparison of different fashion bases in Guangzhou

This is not Zeng Lina's choice alone. "In the thirteen lines, basically, there are our own designer teams and the big outlets of the back-end production lines, all of which have gone to 1688 and Taobao." after more than ten years of clothing wholesale in Guangzhou, Zhao'an, who has both big stores in Taobao and Alibaba, has displayed several thirteen line outlets in 1688.

But it's true that when the stalls start to touch the net, it's not easy to start a shop. Take the live broadcast attempt as an example. Since 1688 was selected in January for live broadcasting, there are nearly 2000 fans.

"About 90% of the businesses will broadcast live. In addition, they also need to set up people, do operations, and think about the flow distribution mechanism. Everything needs to be tested with brains," says Zhao.

Although it is difficult to start a shop, it pays to be solid.

"Zhong Ting has sold a version in thirteen lines that is not high in wholesale volume, and has sold more than 300 pieces. The sales volume is still on the rise." Zeng Lina praised Zhong ting.

This is a new beginning. "After the wholesalers get samples through the live broadcast, they will continue to purchase again and again, and the cycle is beginning to come out. Xiaohongshu also began to take the initiative to evaluate our clothes. Unexpectedly, it also opened the C-end sales volume."

Zeng Lina has less than 2000 fans, and the highest sales volume is not much different from that of the brand with 200000 fans (Table: Deng Xiaoxuan)

When talking about the turnover, Zeng Lina did not give a positive answer, "of course, it is not comparable to the monthly turnover of $45 million in big stores, but it can cover the labor force and all the file rents, and it also has a small surplus.".

After all the hardships, Zeng Lina tasted the sweetness of the line, and she wanted to eat more dividends off the line.

On the one hand, she launched Taobao.

"There's a special section for thirteen lines of stalls." Zeng Lina, who opened the Taobao store in May, was pleased to find that there was a test window in the background of the seller. The merchants in the window were all around themselves, "shall we try?" Zeng Lina called Zhong ting and began to understand the operation ideas.

On the other hand, she started recruiting marketing managers.

"If the marketing manager can help me expand the online celebrities with goods, I can send the version to them for cooperation. Whether they promote or broadcast it live, more sales will have more hope.".

Among the 13 branches, Zeng Lina, who entered Taotao through 1688, is not an exception. There are more than 100 1688 members in the thirteen lines. Among the 1688 members, more than ten of them have annual sales of 50 million yuan.

Online clothing people seem to be smooth sailing, but is it true?

Under the change, small steps forward

   "Two million clothes in a river"

"Can I pay attention to your live room? A customer walked into Zeng Lina's APM slot and saw that the stall was broadcasting. He was about to take out his mobile phone to pay attention to Zeng Lina's studio. However, Zeng refused," no, just watch what you want to buy at the stall. "Hearing this answer, the customer did not return to leave the stall.

Zeng Lina has to experience this situation every day. "It's very contradictory, right? We do live broadcasting, but we can't tell our customers that we're broadcasting." Zeng sighed. First, in order to avoid potential physical customers from being contested by my live broadcasting room and by the mobile customers; Second, in order to avoid two batches of three batches because of their own live broadcast and do not buy; Third, it is difficult to control prices online and offline.

Although Zeng Lina stipulated that Zhong Ting's live broadcast price should not be lower than the retail price stipulated for the second batch; At the same time, it is agreed with the live broadcast anchor that the price increase for each piece of clothing should not be less than 50 yuan. This is also the way of operation of other 13 major stores in APM. However, it is difficult to manage and supervise the actual transaction prices of different platforms.

   It's difficult to control the price of live broadcast, which is a big worry of Zeng Lina.

"A few weeks ago, a group of two of us came to us with a screenshot from the live studio of a walkie talkie and asked us, did this dress come from us? Why was it sold at such a low price?" Zeng Lina still clearly remembers the angry tone of the two groups at that time.

"Walkie announcers have to bear the risk of return, so they will deal with the returned clothes in seconds, even lower than the price we give them, but this belongs to the second sale and we can't control it." in order to avoid this kind of trouble, Zeng Lina doesn't talk about online and live broadcasting.

In addition to price control, the 13 line file owners on the transformation line are still sharing with each other how to avoid it Acting as operator Experience.

Zeng Lina once encountered a scam.

Back in November 2021, from Zeng Lina's APM decoration, a small group often took the opportunity to chat, rendering the difficulty of online business. Zeng Lina fell into anxiety for fear that she would not catch up with the online army.

At this time, the young man put forward an attractive cooperation plan: a professional operation team of 10 people could be set up to help Zeng Lina to produce short video clips and fine online store management, and made a commitment of 10 million sales to her.

For the service fee, you can pay 68000 plus 3% of the sales commission on a quarterly basis, or you can pay 24.8 omnipotent for one year's guidance. Zeng Lina sums up that she won't, and it's more than the price of operating labor, so she's eager to try.

After all the contracts had been drawn up, Zeng Lina suddenly thought that the boss of K.K had introduced Ali's women's wear boy to her, and sent a wechat to ask. Zeng Lina was glad that she had no impulse.

The waiter reminds Zeng Lina to pay attention to whether it's a fraud. "At the beginning, you promise sales for one year. After a quarter, you don't write a bill. He will continue to ask you to sign the fees for the second quarter, because you signed an annual agreement with him, and you can't refund the money.".

Xiao Er tells Zeng Lina about the cases of Shahe and ShiSanHang who were cheated. "The most one cheated nearly 2 million yuan. He dare not do online any more, and he has no money to do it in the short term." the second one wakes up Zeng Lina and sells anxiously on behalf of the operating company and makes profits from it. However, he pits a group of garment makers who catch the last straw.

What can we do when most of the online bosses don't want to do.

"A lot of bosses are born in the 70s and 80s, and they are not so sensitive to the Internet and can't do online business; they have saved a lot of second batch of customers who are physical entities and dare not do online business.".

Pain, the way to go

According to the law of 28, we can vividly describe the clothing people in the transformation stage of the thirteen lines 20% of the large outlets are the first to start transformation, and 80% of the small ones are waiting and waiting.

This phenomenon is especially true in the new China Building and 13 centre. When asked whether they are willing to transform, the "no" becomes the normal answer. However, judging from the first floor, most of the stalls along the street with the largest flow of people have already opened online.

In the first year of the epidemic, the online penetration rate of domestic clothing increased from 25.3% in 2019 to 36.6%. In the second year of the epidemic, a group of clothing workers in the 13th line had more differences, and whether to do it online or not even became a problem for the official to come forward to correct. Live broadcasting during business hours was prohibited at the 4-10 floors of new China building, which became the official statement at that time.

This year, "boil" has not become a placebo for a group of clothing workers in the thirteen lines. The small stalls burning out the cash flow can't hold up and leave quietly. On the street of ShiSanHang, advertisements for "renting houses to be used as live broadcasting rooms" are frequent. The last "isolated island of e-commerce" has disappeared. HENGQIANG, the strong one, has become more and more prominent, Stand firm and continue to expand in the industry shuffle.

On the whole, ShiSanHang has taken a small step of "entering Taotao", and this small step of ShiSanHang is a big step of the whole clothing industry - there is no isolated island of e-commerce in the clothing field.

Behind ShiSanHang's approach to online and Taobao is not the abandonment of entities, but the trend of the times, the accelerated integration of the real economy and the digital economy under the epidemic situation, and the gradual emergence of the domestic consumer Internet and industrial Internet. The clothing market is never a storm free ocean, the industry will not be eliminated, but there is no time to escape from the storm of enterprises, will.

In fact, ShiSanHang and Taobao are both real economies. As early as many years ago, the official said publicly that online stores are part of the real economy. Today, the digital economy represented by Taobao has become an important part of the real economy.


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