Live Night City In Parallel Time And Space: Daytime Clothing City Night Live Room

"The official live broadcast base", "China's original live center", will soon be able to see the word "live broadcast" on the building 100 meters away from the subway shortly after walking.

In November 30, 2018, Sijiqing accounted for half of the women's clothing stores nationwide. The new site is located in the nine Castle area of Hangzhou, where the four seasons are good, the nine treasures of Hangzhou, the Sijiqing clothing market, the Huamao shoe city, the Italian shoes city and the textile city.

I do not know when to start, stall boss, shop girl, model, and other members of the live broadcast industry chain, suddenly become the anchor, display the details of the clothes on the other side of the screen to the camera, talk about the craft, and occasionally emphasize the cost performance with the audience on the other side of the lens.

"What time does it close here?" I arrived at the new Sijiqing clothing market in Hangzhou at half past four p.m., and opened Alipay's health code while asking for security at the door.

"We are not closed, but if you want to buy something, it will be almost half past five." At this time in Sijiqing, the whole building also has 35 individual customers. They carry their bags and stroll freely.

There are no guests. Why do they still open 24 hours?

In fact, the Sijiqing market at six in the evening and six in the morning is two completely parallel space-time.

The summer in Hangzhou is particularly hot and humid. Air conditioners do not seem to be of much use in the presence of crowded buyers. If you turn around, you will probably bump into a person who is buying a large package of small bags, and you may smell the sweat of the employees running into and out of the store.

The sound of telephone, bargaining, avoidance, and the sound of wheels cling to the wheels. After a long period of use, the wheels slowly become somewhat uneven. When loaded with goods, they will send out this regular sound.

In the morning, Sijiqing is busy and orderly like most wholesale markets. In the new Sijiqing clothing market at half past four pm, the pavement on the two floor of the first floor continued to close, and the shops on the third floor began to prepare equipment for the studio, main lights, auxiliary lights, lens angle and clothing. In the evening, another Sijiqing just woke up.

"2 million, no sound, no sound."

The shop is located on the third floor of Sijiqing, next to the gold position beside the elevator. If there is no large number of live broadcasting devices placed in the middle, it will be different from the shops in ordinary stores at first glance.

At 16:35 on May 17th, there was still 40 minutes to live the first show. Before the live broadcast, the little noodle always looked nervous. He always felt afraid of missing something and forgetting something.

"You know, this live broadcast has been prepared for more than 20 days, and it has crashed into about 2000000 before and after, and nothing has been heard. Up to now, it has not seen any effect. It depends on the data tonight." before the broadcast, Xiao powder met us hastily, chatted a few words, and arranged the staff to prepare for the upcoming first live broadcast.

"As soon as I finish the broadcast, I will see the live battlefield data bulletin. You are ready."

"This video, you first give me 1000 Dou+, consume 2 hours, then 2000 Dou+, consume... Forget it, I'll type you to WeChat later. "

"Have all the links been added? Go back to confirm in the background."

"Are you ready for the raffle? Are you ready for the lucky box and the number?"

"Shaking is different from Taobao. There are many words that can not be said. Remind me when I say these words."

"Can the forbidden word be set up ahead of time? I want to set up several forbidden words."

Zhong Qingqing, formerly known as "Xiao powder", has run shoe factories and has made shoes wholesale. After that, she transformed garment industry and represented many clothing brands. In 2009, she began to work in the electricity supplier industry, and in 2018, Taobao was transformed into a live supply chain. After the transformation of Taobao's live supply chain, field control became his role in the live broadcast.

Over the past 2 years, the number of Taobao TOP50 hosts has exceeded 45. In his CV, he wrote, "the ten best control yard of the 2019 department." In 2020, the sound of live broadcast began to rise, so he tried to start with several jitter anchors. After realizing the advantages of the supply chain and seeing the surging dividends, he decided to come out and play host to his products and suppliers in the supply chain.

In the live broadcast of the electricity supplier, Taobao live on the basis of Li Jiaqi's and Wei Ya's direct broadcast. On the basis of its original ecology, it directly forces the mode of carrying goods, and its influence and sales volume occupy the first place. With the quick hands of Sanda and Simba family, they are rooted in towns, and the anchors are not able to lose their cargo capacity. This year, Luo Yonghao added a high-profile voice to live streaming. The jitter of the original short stay video was added to the track with live goods.

36 krypton summed up in the report: before 2020, jitter on the live belt goods had been very warm. After trying several paths, the final answer was given with the 7 billion year frame of Taobao: the continuation of the byte byte beating "traffic business" game, through short video and live streaming for Taobao and other electronic commerce platforms. Entering the 2020, the way of thinking about carrying goods has changed. Efforts to build small shops, platforms themselves began signing KOL with goods, signing contracts at the supply chain end with live bases, and so on.

Chattering with a traffic pool, killing live TV providers.

"Normality is anchors seeking goods, and we provide businesses and goods for anchors, and give appropriate discounts and prices." In the existing live broadcast mode, facing the lens anchor is only one part. The supply chain and the field control are the important parts behind the lens. "Many anchors have traffic, but they do not necessarily know the product." And our field control is mainly to help the anchor to explain the products, so that the audience can understand the products better.

"There's still 15 minutes left from the live broadcast. It's time to go to the studio." Remind employees around.

The live broadcasting room is located in the center of the shop. The background link operation platform is not more than 1 meters away from the anchor. One stage operates the background of shaking, and when the anchor matches with when to link up, when to kick people, one operates Taobao backstage, is responsible for changing price, looking at stock and so on.

"When I live, I want to see the reviews. How can I get to the front of my cell phone?"

"How's the spike?"

"Yes, you come to take a picture for me, as the cover of the live broadcast."

"When we try to see the details, where do I stand and where should I go?"

"What should we do if we want fans to add fans?"

"Yes, help my mobile phone transfer to the flight mode. In case someone calls, they will be afraid of interruption."

Until the official launch of the live broadcast, the team and his team tried to confirm every action and setup in advance.

Atypical net red

"In two minutes, the backstage is going to be hilarious!"

The front of the camera is always facing forward to the mobile phone camera. It leans forward like an athlete waiting for firing.

At 17:15, the live broadcast was opened on time.

The experience of supply chain and field control has led to the rapid entry of small powder into the state, interactive thermal field and rules of interpretation. In a short while, the audience of the live broadcast is maintained at around 2000 people.

With live broadcasting, the fuzzy role from operation and live assistant has evolved into a professional profession. As a matter of fact, the importance of live field control has been increasing continuously in the process of live broadcasting, and even more than half of the sales volume of some early anchors live broadcast is created by field control.

"Live with goods has been popular for several years, not this year Luo Yonghao entered the live broadcast of trembling." One side was responsible for holding the small white board while staring at the progress of the live broadcast, reminded the staff of the original price and the live broadcast price, and told me.

In March 2016, when several enterprises in the first tier of live broadcast industry, such as Ying Ke, live broadcast, fighting fish and so on, were struggling to compete, Taobao broadcast began to try to cash in its own ecosystem while taking advantage of the "live diffuser".

After the launch of Taobao's live broadcast of "100 days", Chen Lei, the then responsible person, said in an interview: "we see that with the help of live broadcasting by Taobao, new forms and new species are taking root and growing up in Taobao. We are confident that in the next two years, the 90% networks will join Taobao live.

However, no one could have predicted that in the next few years, live broadcasting will not only be closely related to net red, but also the main players of the live track will be farther away from the live app, which is the most popular one at that time.

Under the dual influence of "the whole nation" adding live goods and epidemic prevention, a large number of stall owners, landlady and "green two generation" (the two generation of Sijiqing) poured into the live broadcast. At this time, the conditions such as face value, appearance and stature have become a core competitiveness not to be disliked by the audience. Products and prices are the key.

As a result, atypical net red powder has always had the courage to enter the center of the broadcast room: "it is difficult to do the supply chain, but I did well in it, so I switched to live on the chattering."

From the point of view of the introduction, it has long-term cooperation with Luo Meng, Nike, ADI, JEEP, Lining, BELLE, La Mer, Lancome, Roland home textiles, mercury home textiles, Zhou Dafu and other brands, including footwear, cosmetics, home textiles, jewelry and other categories.

"The line is very special, the glue is very good, the exposure will not crack, and you can see an inch of nine needles..." Unlike other anchors, the powder is always in the live room, besides price and wear, it will constantly strengthen the brand's origin, technology and quality.

In December 2019, Wei Ya's parent company launched a plan to build a super supply chain base. Xin Youzhi, a fast hand carrier, said in an interview that more supply chain team members would be set up next year (the company intends to expand from 1000 to 8000), so as to accelerate the creation of supply chain. Li Jiaqi also focused on the supply chain in 2020.

The boss of the retail store has summed up an important embodiment of the right to speak in the anchor: according to the size of the right of speech, the cooperation that the anchors can get is different. Head anchors can pick shops (cooperative shops) to pick products (goods), and the waist anchor does not pick products, while foot anchors do not pick shops or pick products. In pricing, only the big anchor will have room for negotiation. If we get goods from the source of the good price we have negotiated, it will be very valuable to the anchor of the middle waist.

Compared with the head broadcaster Li Jiaqi, Wei Ya, a live broadcast of more than 5 hours, compared to tens of millions of viewing volume, these middle and even the rear part of the live broadcast is far from the head in terms of data, but these "leftover materials" seem to be enough for many people to survive in this industrial chain.

The transformation of the supply chain leader, the transformation of the model anchor, the boss of the stall himself as anchor, the number of anchors increased, personal characteristics of pluralism, professional job refinement, are the development of live goods with their own development.

The phenomenon of "Sijiqing China clothing first street", which is more mature in the live broadcast, is even more obvious. Data from Sijiqing stall MCN live agency morning show that at present there are at least 194 anchor anchors in Sijiqing. Including morning gathering, there are at least five MCN institutions in Sijiqing.

There are direct seeding agencies. At the end of last year, only 4 or 5 stalls could be seen in a building in Sijiqing, and now there are hundreds of shop assistants who are interested in signing up.

And stalls or shops, to recruit anchor to seek cooperative direct seeding institutions, has become the norm.

There are 3 notices on the three largest clothing market in Sijiqing. One shop posted three notices at the front door of the shop, one of which recruited the co host and the direct seeding organization. The other one used the bold and bold words to write the "company exhibition hall, not for retail sale".

There are no locker rooms in Sijiqing.

There are differences in the form of business under different business models.

Retail, e-commerce, live broadcast, also sell clothing in the wholesale market, but it is totally different. In the past, live broadcasting and electricity suppliers might be just a kind of grafting, a shipping channel, but now, this blurred border is moving towards specialization.

Traditional retail looks very simple. The size of the shop is well regulated, often located on the first floor of the market and where people flow more. The display of goods will also be done as far as possible, so after a store, the store shelves, walls, clothes hangers and other places are covered with clothes, and the ground is full of bags and stacked goods. The store may be mainly retail and traditional.

The other is the electricity supplier mode. The shop of the electric business mode, the shop area under the line is not big, the product is also placed, folded, and displayed. Even in the most attractive window, there are always shelves. Under this mode, the display of online e-commerce platform is more important. The store under the line is closer to the warehouse and delivery point.

The third is the live broadcast mode. These shops are redecorated and have a large shop area. The display and location of goods are similar to those of shopping malls. At the core of the store, a zone will be set aside as a special anchor room. In addition, there are no other spare spaces, so in this case, anchors generally use the way of changing clothes on the spot. The live broadcaster, the double anchor or multiplayer anchorage, appears in the lens of assistant and anchorwoman "little Tang Yan". In less than half an hour, three people may have shown more than ten sets of clothes alternately.

"Do you have shorts? I want to see the effect of that T-shirt with shorts."

After seeing the audience's message, "little Tang Yan" called the female anchor, quickly walked to the side of the coat rack, directly changed clothes on the side of the live room. The anchor quickly leaves the camera, picks up the next dress on the shelf outside the camera, takes off the current clothes or trousers, and quickly changes the action to be displayed, without hesitation.

This series of behaviors and actions that are unimaginable to us seem to be very common in the eyes of other staff nowadays. They never stare at the studio directly, nor even turn around to see a female anchor who is directly changing clothes in front of people.

In Sijiqing, female anchors wear clothes two hundred or three hundred times a day, and old customers and employees are used to it. The female anchor also summed up the skills of "wearing a plate". They often wore undergarments and cloth wrapped vests on their underclothes.

People who are familiar with Sijiqing know that failing to try is a rule of stall, and live broadcast breaks the potential rule. Show that a garment has formed a stable pattern: look at details, suggest wear, report weight and height, and recommend size.

Live night city

"5 - 4 - 3 - 2 - 1!"

At more than 7 o'clock in the evening, the total live broadcast of powder was nearly two hours, and the countdown was constantly heard outside the shop. The countdown of enthusiasm is similar to the slogan of the chain on the top of the chain. In order to create an atmosphere of spike and snatch in the live broadcast, the voice, manner and position of the anchor are carefully planned.

And the live broadcast of this time period is also true. Based on the rest of the audience, the live time is also a basic consideration: novice can be from 11 a.m. to 2 p.m.; mature anchors will be from 8 to 12 p.m. this time period is a golden one. If you are accustomed to the midnight anchor, you can choose from 0:00 to 2 o'clock in the morning, which is also a good time.

After walking out of the shop, we found that the two floors of the first floor, the retail outlets and the electricity supplier shops, had already closed down, and formed a particularly strong contrast with the brightly lit third floor.

To seize the golden record, every store opens its live broadcasting equipment. The anchor shows the details of the clothes in front of the camera, presenting the quality, size and price to the audience.

In the near 9 point, when leaving Sijiqing, some people were dragging the manpower scooter full of big packages and walking outside. And after the sound of manpower scooter dragged, it was the selling voice of the anchors.

Security has changed, and asked when there will be no one here: the live broadcast is estimated to be in the middle of the night. At three or four in the morning, those wholesales should be opened, and there will always be people.

"When I was on the live broadcast today, I got a four piece of gargle and sold it for 99 yuan, so I put it in front of the camera and sold it..." When going out, 35 young men stood smoking and chatting on the steps not far away, blowing cattle for sale.

They should be the wholesalers of cosmetics nearby.

Source: box lunch Finance (ID:daxiongfan) author: Yao Yun