Shen Feng nodded, this analogy is very appropriate, even he has to get into the car as soon as possible, for fear of being pulled down.

"The last time I visited, what toothbrushes, kitchen knives, half a pumpkin, sweeping robots, electric hot pot with meat boiling......"

"The live broadcast room of the first sister is full of products and props from the ground to the narrow corridor outside. ”

"On hangers and cabinets, piled up with hundreds of clothes, shoes and bags, the world outside the camera is definitely hard for fans to imagine. ”

"Each session is fast-paced, less than six hours, and requires the introduction of sixty or seventy products, while also interspersed with multiple lucky draws. The streamer must be focused and speak at a fast pace. She's been an anchor for three years, and I've never seen a live broadcast go to the toilet once. ”

"No matter who it is, people must never leave the picture, this is the bottom line. Because as long as you are not online, consumers will quickly be attracted to other glamorous sluts, and they don't have to think about it. ”

Song Yun took a sip of tea and continued: "Compared with the lipstick brother, I appreciate the attitude and persistence of the first sister. In fact, she started to run two Tmall women's clothing stores very early, and later switched from offline clothing stores to e-commerce, and also spent a lot of advertising money to attract traffic. ”

Later, Taobao came to her directly, hoping to start a live broadcast, in August 16, Taobao invited ten anchors with good performance to conduct the first qualifying competition, giving each anchor an hour of resource slots, and announcing the anchor's sales results at the top of the Taobao live broadcast page and pop-up windows at a fixed time. ”

At that time, she and her team were not confident that they could sell better than others, and stayed up late to come up with a solution to sell more items in the same time. ”

At that time, she mainly sold women's clothing, and in order to save time for changing clothes, she simply wore matching glasses, earrings, necklaces, rings, bracelets, T-shirts, shorts and shoes while sitting in the live broadcast room. ”

"In order to attract orders, all items are at cost price. Explosive models are even sold at a loss. An hour later, the results of the qualifying round were announced, and she was leading the transaction of 20,000 orders, ranking first. ”

"You must know that the sales are the same odd number, and it takes at least half a month in the store, which even surprises the Taobao backstage, and makes everyone wake up to the fact that e-commerce live broadcast has the ability to bring goods at the level of a nuclear bomb!"

Shen Feng smiled and nodded, although he was not interested in women's clothing, he had also watched a few live broadcasts of the first sister, all of which were selling agricultural products, which were related to poverty alleviation?

At three o'clock, all the anchors sold more than 16 million yuan of agricultural products, and her single sales exceeded 6 million. Seeing that the agricultural products that they were worried about and couldn't sell were gone, several poor county magistrates smiled from ear to ear.

"The time-limited, limited-quantity, and price-limited are superimposed, and fans will definitely place orders if they can't stand it!"

Song Yun analyzed: "In fact, I don't have to suggest that the company do women's business, it seems to be hot, and the risks behind it are also very large. ”

"A high proportion of the consumption generated by live broadcasts is impulsive, and the return and exchange rate of poor anchors is as high as 50%. At present, the stores that do live clothing are selling in stock, and there were merchants who sold pre-sales, and they placed orders before production, once the return rate was high, it was easy to lead to inventory backlog, which was a lesson in blood. ”

"In the past, the company signed new people every day, all of them were beautiful and long legs, and the newcomer training had to stand for nine hours without going offline, without eating or going to the toilet. Even if there are few people online, you have to keep changing clothes and introducing fabrics, and you must not stop. ”

"Many little girls are so stressed that they have nightmares every day, but no one dares to stop, all year round, let alone life, everyone is running hard, and no one is willing to slow down. ”

"Taobao backstage is particularly ruthless, regularly assessing the anchor's activity big data, if it is not updated for several days, fans will never receive update prompts, and this number will be invalid. ”

Speaking of this, Song Yun sighed: "Our company is the most relaxed and comfortable environment I have ever seen, there is no one!"

Seeing Shen Feng's disapproving appearance, he said helplessly: "Don't talk about the little anchor, even the first brother broadcast 389 live broadcasts in 365 days last year." Every day I am afraid, once I stop, fans may run to someone else's live broadcast room. ”

After all, the first sister has been mixed for a long time, and she can take one day off every month, and this well-known name has put her in a position where she can only go up but not down. ”

And behind her, there are 40 factories serving the live broadcast, and countless businesses are on the schedule of cooperation. ”

"As long as she stops work for a day, I don't know how many people will scold her mother!"

"More than forty factories?" Shen Feng sensitively captured a certain key point, and asked: "Her samples are all designed and shipped by herself?"

Song Yun nodded and said: "Anchors who sell women's goods are usually equipped with three or four assistants, but as a first sister, the size of her team is even comparable to that of a first-line star." ”

"In the live broadcast room where there is almost nowhere to stay, more than a dozen people are busy before and after, carefully shuttling through the gaps in the goods......"

"Next to it is the person in charge of investment promotion who communicates with the merchant in the WeChat group at any time to replenish the stock, and the two technicians are responsible for playing the product introduction in the background PPT, updating the link on the live broadcast page, and issuing coupons......"

"There are also three or four people who prepare the products for Wei Ya to live broadcast, and then use a highlighter to cross out the goods that have just been linked on the list printed on A4 paper......"

A scene like a war flashed in Shen Feng's mind, so tense and exciting?

"In a six-hour live broadcast, selling 10,000 units per item in 10 minutes is the basic operation, and they once set a record of 195,000 units sold at most for a single item. ”

"For merchants, how to squeeze into the 60 places per day, but also through the investment promotion team of more than 100 people, to kick out those cosmetics that have a bad review record and food with potential safety hazards, especially to bring the price to the lowest price on the whole network. ”

Suddenly, Song Yun remembered something, and said with a smile: "Last year, because of this incident, the first brother of lipstick was still slapping the table and scolding his mother in the live broadcast, and directly blacked out Lancôme, just because the price given to him was twenty more expensive than that of the first sister!"

Shen Feng was stunned, he really didn't expect that the guy who seemed to be a sissy was quite bloody?

"On the one hand, MCN serves the C-side, incubates and manages more anchors, and helps anchors build personal IP and operate fans. But what is more important is to connect with the B-side, including the Taobao platform and countless brands and supply chains. ”

"The existence of professional institutions is an indispensable part of e-commerce live broadcasting, which can empower anchors through batch and industrialization, and can also help Taobao platform share the risks and costs of managing anchors. ”

"It is also a very important factor in the monetization of live broadcast business, which is responsible for customizing investment for anchors according to the characteristics of anchors and fans, allowing anchors to focus on live broadcasts and helping anchors obtain stable and sustainable commercial income. ”

"Otherwise, why would Ali's father want to support the first sister?"

Seeing that Shen Feng was thoughtful, he hurriedly hit the railway while it was hot: "I think the miracle of Brother Lipstick can be replicated!"

It was Zhao Yuanyuan, the person in charge of Taobao Live, who asked him to try to go out to see if he could get traffic back from outside, and as a result, he attracted 27 million fans on Douyin in just half a year. ”

"So you're more optimistic about him?" Shen Feng asked, "Can you go further?"

"No, it's the opposite!" Song Yun said firmly: "Although he is very professional in the field of lipstick, his real sales ability is not even half of that of the first sister." The main thing is that the team is inexperienced and does not even give him the best choice of the most suitable product for him. ”

"That non-stick pan rollover is the best proof of this!"

"Last year, there were six or seven hundred live broadcast institutions with names and surnames in the country, and West Lake accounted for half of them, concentrated in Jiubao and Binjiang. Of the 18 award-winning institutions at the Taobao Festival, 10 came from there. The top five heavenly kings of the year, Qianxun, Jitao, Nas, Fanwei, and Sijiqing are all from Jiubao. ”

"If you want to do a woman's business, the key core is to be closest to the goods. The anchor needs to go to the merchant in advance to select products and bargain prices, and some simply broadcast live at the merchant's venue, so that it is convenient to transfer goods and select specifications at any time. ”

"These offline stores have slowly transformed into live broadcast bases, and after the successful transformation, they have attracted more clothing supply chains to gather in the surrounding areas. ”

Shen Feng nodded, the development of the upstream and downstream of live broadcast has made Jiubao form a natural closed loop, with more and more anchors and institutions, greater demand for the supply chain, and more live broadcast bases have been born, and finally become a gathering place for Internet celebrities.

"I once estimated that an anchor basically needs 40 different models per live broadcast, 20 broadcasts per month is 800 models, and ten anchors need 8,000 models......"

"In the future, women's business will become more and more unprofitable, and the anchor hopes to get the goods at the lowest price and increase the proportion of commission sharing as much as possible. The supply chain wants to ensure the price of goods as much as possible and reduce the appearance fee of the anchor. ”

Song Yun finally concluded: "If our company has no intention of being close to the source of goods, then I don't recommend taking the route of a woman!"