Selling Anchor Guangzhou Survival: Wholesale Market Detonation, Someone Sold 10 Thousand Pieces In 1 Days.

Every day, in the Wanjia clothing wholesale market located in the clothing trade circle of Shahe, Guangzhou, the most fashionable clothing in every stalls is in an endless stream. The packaged clothing parcels are piled up, and the clothing manufacturers from all over the place come to pick up the goods. Now, there are also a large number of clothing sales anchor.

The rapid development of live selling has made many people see business opportunities. According to the data of Guangzhou Municipal Bureau of Commerce, Guangzhou's professional clothing wholesale market started in the 80s of last century. As of 2018, there were 713 specialized markets in Guangzhou, with over 800 thousand merchants in the market.

Relying on many sources and low prices, the selling anchors are inject new vitality into the wholesale clothing market in Guangzhou. Behind the crazily cleaning of anchors, there are many professional hatching companies. The training course specially designed to create a clothing sales anchor has emerged.

A anchor is being broadcast live.

　　 Rise: welcome to live wholesale market

"This down jacket has 2 colors and can be worn by babies weighing 120 Jin." The bright soft light, a mobile phone and a bracket, the anchor station is full of recommended clothes in front of the camera. Outside the lens, the small size of the stalls is full of clothing packages that will be shipped to all parts of the country after the package is completed.

Different from the studio set up in studio and studio, the live broadcast takes place in the archives of Wanjia wholesale clothing market in Guangzhou.

"To live, to Wanjia", the circle of clothing practitioners, circulating this sentence. The four floor of the Wanjia clothing wholesale market is divided into thousands of different sizes of clothing stalls, and huge clothing parcels are stacked on the ground. Among them, apart from the clothing merchants from all over the country, as well as the delicate young men and women, holding a cell phone, they recommend clothing and interaction to fans at the end of the lens.

Guangzhou Wanjia clothing wholesale market.

There are even more than one mobile phone in front of a hot big slot. At 12 noon, before the broadcasting of the red stalls of Wanjia network, there were dozens of mobile phones in front of them. They were arranged on top and bottom. The anchors were scouring goods and goods at various stalls and selling them to fans in the studio.

Chatting freely with the anchors here, almost everyone can tell the names of Kaka and big eyed sister. Selling Dongfeng has become the pronoun of Wanjia "big net red". Standing before the lens of the mobile phone, it turns into a selling anchor: the former has 400 thousand fans on the fast hand, and every day, Kaka has dozens of mobile phones at the same time, and the fans attract the fans to watch and place orders. The other "anchor" anchors according to the number of live rooms, and then sell the goods at a low price from their stalls to earn the difference. The latter has sold about 2000 pieces of all the new clothes in the open space within a few hours of direct broadcasting, and other hosts only upload videos about her, and the amount of playback is as high as about 3000000. They were only the owners and employees of the wholesale clothing stalls.

Shuttling between the wholesale stalls and exploring the store according to their own live rooms, the direct broadcast form of the boss to take the goods sold is called "go on the sowing". The reporter visited Wanjia clothing wholesale market, and found that some of them took the initiative to fight alone. One of them took the mobile phone brackets to shoot new clothes of each stalls. When fans wanted to see them, they went to shops to ask for pick up goods. They bought goods directly from the stalls at near factory price, and then sold fans slightly to raise prices in direct broadcast. Some two people cooperate, one person holds a cell phone with the whole process, and one person searches the shop in front of the camera.

In addition to the above two kinds of anchors, there are also professional selling anchors, which are broadcast live in fixed cooperative stalls. Almost every walk of more than ten steps can lead to a anchor. In the hand, the clothes were quickly tested, and the fabric, comfort and color of the clothes were constantly introduced. And again, the privilege was mentioned repeatedly: "the winter clothing cleared the baby. This sweater is only 59 yuan, and has 5 colors, anyone can wear it."

As the upstream industry belt of the clothing industry, the wholesale market is low in price and fast in style, but the traditional wholesale requires bulk purchase, which has a higher threshold for ordinary consumers. "The original stall owners do not understand the live broadcast, afraid that the live broadcast has affected the wholesalers' cooperation with the dealer customers, nor do they know that the live broadcast can bring a lot of goods, but they dare not answer it." Xu Nuo, director of Wanjia broadcast center, told Nandu reporters. In the second half of 2018, Wanjia clothing wholesale market began planning the net live broadcast base, and Wanjia broadcast center was subsequently settled.

The actual sales volume has made these traditional wholesalers slowly change. Nowadays, among all the stalls of Wanjia, apart from the traditional "recruit younger sister", "recruit model" (that is, displaying new clothes and trying on style salesmen in stalls), "welcome to live broadcast", "recruitment of directors, experienced people first" recruitment is also posted at the door of the shop. Xu Nuo told Nandu reporters that now many traditional wholesale stalls have begun to have the awareness of live broadcast. "A host can sell thousands of pieces at stalls, which is very popular."

Reporter observation found that Guangzhou Wanjia clothing wholesale market selling anchor can be divided into three categories: some rely on their own stalls selling live goods, such as Kaka; some with professional live training incubation company signed, the company as a platform to provide traffic support and technical guidance, the source of the anchor sales from the company's cooperative stalls; some are not fixed in a certain stall, but in between multiple stalls, mobile sowing, or through fixed shooting a certain large amount of fans and visibility of the big anchor, selling goods at its stalls, earn the price difference between the factory price and the live broadcast price.

　　 Push hands: companies sell bulk goods.

At noon, the Wanjia live broadcast center in the 4 floor of Wanjia had a continuous stream of people. "How long will the turnover amount to 100 thousand yuan after your launch?" This is the stall owner who came to seek cooperation. "Can there be anchors without foundation?" There are still people coming to apply for anchor.

Several clothing wholesale stalls to recruit anchor.

In the reception area, a live broadcast is underway. Under the direct seeding platform, the clothes of rows of shelves are dazzling, and the workers who are in charge of operation and after-sale are watching the computer screen closely. On the stage, a new anchor on the first day of the contract is broadcasting live, turning around, raising his hand, showing his clothes and introducing Lve Xianke tripping. The crowd at the scene was discussing in a low voice: unskilled, the lens of the cell phone always missed the front. The data is even more brutal and intuitive: when the broadcast was launched, the popularity of online live broadcast was more than 10 thousand; half of it fell to 6000.

"This anchor is a student who has just graduated from us. After listening to a 3 day course, it has never been broadcast before." Xu Nuo, director of Wanjia broadcast center, told reporters that the center would give the anchor a lot of traffic support, but whether they could retain the traffic and whether it could be related to the sales and operation skills of the anchors.

The main business of the live broadcast center is divided into two parts: anchor training and signing anchor. Those who want to become anchors will attend 3 days and 2 Nights training courses after graduation. After graduation, they will be able to find their own way or sign a contract with the company, which will enable them to incubate and train.

"We mainly do vertical clothing sales anchor." Xu Nuo told reporters that unlike Li Jiaqi, Wei Ya and other head anchors, stall live broadcast did not achieve individual "net red", and aimed at selling. "Wholesale live broadcast is to move the traditional clothing mode to online and increase a sales channel. The purpose of our training is to attract a large number of sellers, online wholesales and entrepreneurs."

The booming industry has no high threshold. Xu said that anyone who had sold or sold clothes could almost be the anchor. There are two kinds of students who attend the anchor training. For beginners, they should start teaching from clothing collocation, color science and so on. For those who have experienced the anchoring experience or who have been transformed from the traditional garment industry, they can directly teach content production, operation skills, IP building and other courses.

The influx of live broadcasters and anchors has given birth to "explosive money" and attracted the stall owners of wholesale markets. Xu Nuo told reporters that at present, he has worked with more than 1000 stalls merchants, most of whom are ten thousand businesses with their own factories downstairs. Every time a new style of clothing is produced, the merchant will send it to the live center. After screening, whether the anchor's online test is good enough to sell. "When a novice anchor can sell well, it shows that this style is popular, and it may become a burst, and businesses can do a lot of goods." Xu Nuo told reporters.

In recent years, behind the streets and alleys, the role of the company can not be underestimated.

Xu Nuo told Nandu reporters that the clothing industry has been updating rapidly, and there are many good products, but there is a lack of exposure. After the rise of live selling, anchors took on the function of "exposure". "All the anchors are selling this dress, the clothes will soon be on fire, the line is on fire, the line will be offered again, and after the exposure, the goods will be sold better." Xu Nuo told reporters.

The other side of explosive sales is that the anchor industry has a low threshold, but it is not easy to stand out.

One of the founders of Wanjia broadcast center, Kim Yu Qing, told reporters in Nandu that the contract anchors should be broadcast for at least 4 hours a day. Before the live broadcast, they need to decide the theme, select the goods and make a picture in advance. Take 10 clothes recommended as an example. When you live, you need to speak for 20 minutes for each set of clothes. You can't repeat everything in the process of explaining. After the live broadcast, it is necessary to make a timely reply and summary. Jin Yuqing bluntly said, this is a "brain drain and physical exertion". "Live broadcasting needs to know a lot of skills. It's really hard to understand marketing, understand the market, understand the industry, and even understand the hot topics of society. People who want to sell goods and look good and work hard are also very hard."

In the evening, most of the shops in Wanjia clothing wholesale market in Guangzhou were closed. The people downstairs were walking towards the 4 floor. The merchants brought the latest styles, and the evening anchor began to work. With the ring LED lights on, the excitement will continue until late at night.

　　 Transformation: traditional store businesses turn to online sales

For more than a month as a career selling anchor, Guangdong Chaoshan girl Xiao Hei did not rest for a day. Every day, the match from the pre launch selection to the 4-5 hour live broadcast is completed by her and another partner. Xiao Hei told Nandu reporters, "habits are not tired."

Wan Jia first made the net red live selling mode, "Shirley la la" the person in charge of the stall is responsible for the snow to the south are reporters, in her stall, every day at 12 o'clock, the anchor in the store has started business, every day can sell more than 10 thousand pieces. Xiao Hei is one of the co hosts in the store.

Multiple mobile phones are filmed at the same time.

If you want to sell more clothes, the premise is that the anchor has a certain number of fans. For the newcomers, they need to experience the process of accumulating fans. Xiao Hei told Nandu reporters that she had not set up a live room at present, but appeared as a model in the live room of the cooperative member of the stall. "After having some popularity, go to your own clothes again."

The reporter noted that in addition to making professional selling anchors like Xiao Hei, there is also a kind of anchor who collaborate with the net red stalls. They only need to turn their cell phones to the hosts who are broadcasting live at these stalls, and then sell the clothes of these cooperative stalls according to the orders placed in their live rooms, so that they can earn the difference.

The "membership system" launched by Cher at his stalls is just like this. Some people who want to go to the stall live to pay thousands of yuan to join the club will be able to shoot anchor in the store. The members of the membership will get the goods at the factory price, and then sell them to the fans of the studio directly. The difference between them is profit.

Many of those who enter the direct selling industry in this way are transformed from traditional offline apparel retailers. When asked why we entered the direct selling industry, the common answer of many members of the store is that it is not easy to do so. Chen Chi, a member of snow er's stalls, once worked for many years in the North's clothing business. Before he came to Guangzhou, he also had a live broadcast at home for half a year.

This road is not easy to go. In the winter of the north, people who go shopping in stores are scarce. There are more and more people in the live broadcast, but if there is no long-term adherence to live broadcast, it will be hard to accumulate fans and have no way to talk about buying. At the same time, when we go to the wholesale market to get goods, we need 5 pieces and 10 pieces. "If we can't sell it, the goods will be smashed."

Gathering the leading apparel wholesale market, Guangzhou offers another possibility for the transformation of apparel retailers under these lines. Chen Chi told reporters that Guangzhou's clothing wholesale market stalls are abundant, as businesses, the availability of goods is much more. When working with the stalls to become a member, it means that the number of goods sold through the live room can be shipped directly without causing wholesale sales of clothes to be sold on their own hands. "Stall live broadcast is equivalent to the wholesale market online retail. The wholesale market of previous entities will have to sell a lot of goods at a time, and how many nodes can be sold in the live room, which is very suitable for our small cost entrepreneurs." Chen Chi told reporters.

For several hours, explaining the recommended clothing to the screen without a heavy description is not that difficult for people who are accustomed to the clothing business. "If you wear clothes, you will take them." Chen Chi told reporters that the live interaction of the live broadcast is very strong. When choosing goods and arranging goods, they are fastidious. For example, each broadcast is usually based on two or three different types of people with different stature and preferences. "You can't choose too much. If you choose five or six fans, you will choose flowers."

For those who are new to the garment industry soon, there are more difficulties. Xiao Hei told reporters that he was not talkative, so it was hard to be like other anchors. After finishing the live broadcast, Xiao Hei also wants to take pictures and video segments as a model, hoping to become a popular video to attract traffic.

"When people are many, they are happier, and at most a thousand people come to live rooms." Xiao Hei told reporters. But sometimes, it will encounter cold and cheerless. "It will be a little awkward, but it is still necessary to insist that many people do not have fans at the beginning.