Is The Entity At The Bottom Of The Line Gone The Worst?

"You see, today is Saturday. There are so few people shopping."

In May, the scorching sun in Shenzhen was very cold, but in the clothing market of Nanshan South Oil clothing wholesale business circle, it appeared cold and clear. Tian Jie, who specializes in dress for women, runs a batch in a market. It has been doing well in the past few years and has also been upgraded to become a niche designer's (dress) store in 2018.

However, the business situation for nearly half a year has made her sad every day.

"The wholesale and retail garments of our South oil business circle are much higher than those of Guangzhou's thirteen lines and Dongguan Humen rich people. She told us that the clothing trade circle frequented by petty bourgeoisie consumers was almost crowded and bustling in the weekend market.

"But after the Spring Festival, the market has opened to the present, and the traffic has always been this way." However, Tian Jie did not wait for her to be killed. In fact, as early as more than a month ago, when she saw some articles of "self help" in the circle of friends and online, Tian Jie was determined to switch to online live selling.

However, she did not expect the live broadcast of these weeks to be so "happy, sad, sad, sweet, bitter, and salty".

Faced with tens of millions of live agencies

"After two months, I sold only three skirts, and I put my hopes on the live broadcast."

In late April, she watched her colleagues open and sell live products. She told her to understand notes, because she did not understand the process of selling live goods. She was initially like other peers and wanted to cooperate with the red MCN agency to display some products on the live broadcast.

Because she had never been in touch with the live broadcasting industry, she once worried that she did not know how to find cooperation between the agencies. They voluntarily contacted shopkeepers in the market and asked whether there was a demand for live sales. "As long as we pay the cost, we can help us arrange the live webcast."

However, some colleagues told her that the live brokers who took the initiative to find the house were not reliable, either planning too much water or net red too Low. It is said that there are merchants who are not knowledgeable about the business, and are cheated of thousands of Yuan's "pit fee" by the fake agents who come to the scene.

"I refused all the agents who took the initiative to find the door, and my wife searched the Internet for a long time, only to find reliable partners." In two days, she visited several MCN agencies in Hangzhou. The introduction shows that fame is not small, and net Hong is also a big card. "But one communication does not mean that the threshold of cooperation is too high, that is, the spot fee and commission ratio of live selling are too expensive."

Tian Jie's lover helped her figure out the accounts, a small celebrity red net, the commission ratio directly equals the gross profit, according to the other side's low price selling request, the more clothes sold, the bigger the loss. Therefore, at last, she could only reconnect several brokers who had taken the initiative to pick up the qualifications of each household. Finally, we chose a small live broadcasting company in Guangzhou. "

From her determination to finalize her partner, Tian Jie spent the first week in a vacant and longing.

From hope to rage

The company's agent told Tian Jie that the team was only responsible for the planning of the live broadcast process, charging only three or four hundred yuan, and recommended several net red for her choice. The cost of net red cooperation is also negotiated by Tian Jie herself. The proportion of commission depends on the ability of negotiation. The price is so affordable, and the way is very flexible. Tian Jie has a heart to heart. In order to ensure the authenticity of the cooperative company, she also registered a member of the enterprise credit instrument, and inquired the other party's information on it.

"Before selling in the market, where to think about using these mobile phones, we have to think about it now. When I found out that the company found no big problem, I assured myself that I would pay for it and cooperate. " Although there was still some confusion, but third days after the payment of the fee, the broker sent her a live streaming plan.

However, it is more like an outline than the live broadcast process. The whole text adds up to five hundred words, and the planning seems to be very reluctant.

In the so-called "industry is like this" explanation, Tian Jie did not fight at all, she chose a cooperation cost of only 800 yuan, known as the 100 thousand accurate fans of small fans net red is responsible for direct selling, "before the live broadcast and my husband full of confidence, this girl is beautiful and good temperament, fans are said to be a petty bourgeois group of second tier cities."

In the tension, anxiety and longing, they waited for a few days and finally discharged to their "schedule". Live broadcast that night, sitting in front of the computer to see the whole process of Tian Jie murmured a sentence, "I am not cheated to play it?"

"After the live broadcast, I wanted to cry without tears. Even the cheapest ten yuan skirt belt was not sold." When Tian Jie wanted to find a brokers' argument, he accused the other side of "cheating", but the broker began to take the lead in being strong, and accused her on WeChat: the style of the shop is too old, the price is too high, and the confidence of the net live broadcast has been defeated, and then Tian Jie has been blacken. Although Tian Jie was fury with anger, he was more helpless.

She thought she could get some comfort from her colleagues. But the comfort of her colleagues made her feel more miserable. "Everyone told me that this is a normal phenomenon. Almost all of the other businesses I met have had some experiences, and some of them have been doing the two or three live broadcast very dismal. They all advised me to take a look at it and pay the IQ tax and feed the dog.

Tian Jie said frankly, after listening to her colleagues, she first thought of going back to rent and closing her shop for several days. After that, she suddenly had a doubt. Several of the business ladies were young and beautiful. Their relatives also had the younger generation who liked to take their own beauty. Since they all had resources, everyone could go to live by themselves. Why couldn't they find the agency to pay the "IQ tax"?

This week, Tian Jie was tortured by loss, anger and disillusionment.

Dignity and Prejudice

"I'm 42 years old, and it's hard to touch anyone else."

Tian Jie said with some embarrassment that with his current image, live broadcasting would bring greater side effects to stores. After chatting with some of the shops around, it was found that almost all the traditional entity businesses are biased against live selling, and feel that there is a psychological barrier on the live broadcast of the live broadcast.

"Although Dong Mingzhu is still doing more than 60 live broadcast, I can't really do it."

At the beginning of May, after adjusting her depressed mood, she contacted her niece at her deep work, and asked her to help me with a live broadcast this weekend. Unexpectedly, even young girls in their twenties have been in a two-year class. They still feel shy and embarrassed in the face of the scenes. They are very shy in the live broadcast.

Tian Jie said her niece complained before and after the live broadcast that she was worried that she would be seen by her colleagues, classmates and friends. However, the niece's concerns seemed to be a bit redundant, because after that, three consecutive live shows were added, together with only a few dozen people.

"I feel that, compared to selling in the market, the people who watch the live broadcast seem to have more problems, more difficult to satisfy, parry, too much trouble." Tian Jie said that the biggest difference between live sales and physical sales is that businesses can no longer continue to "lie in the money". Because customers can directly understand the characteristics of clothes by looking, touching and trying on them. If you take a fancy to them, you will pay for them simply.

But watching the live broadcast is very troublesome, and can not display the characteristics of the product to the audience. Therefore, the audience will have a lot of questions to consult. The anchor must be very aware of the characteristics of the clothes sold. "Even though only a few dozen people watch it, the one hour live broadcast also makes the niece tired, and I have to help her answer questions at any time."

More let the field elder sister chill is, often after the audience has consulted, ask them to raise their hearts and wait for a long time without any sound. Though she knew in her heart, whether the live streaming or the brand influence should be cultivated slowly and gradually, but such efficiency and cycle would run counter to the idea that she was eager to get rid of stock by direct broadcast.

"To buy goods on the spot is to get instant results, otherwise we will lose money if our capital turnover is not enough. But these flow and influence can not be said to have, what do you think we can do? " In the face of increasingly reluctant nieces and increasingly immovable inventories, Tian Jie spent another week in panic and anxiety.

Luckily, on the last night of the Labor Day holiday, there was a big breakthrough in the live broadcast. A 280 yuan chiffon skirt was photographed by the seller directly.

Encounter fierce competition

"My niece and I were all too excited to cry together for a while. Tears couldn't stop. The live broadcast was suspended." Speaking of the mood at that moment, Tian Jie was still very excited. Frankly speaking, when I first went to Shenzhen to rent a store and started business eight years ago, I was more touched when I sold the first casual pants in a few days. "Only this single day, and the profit is not high, but we finally sold a big piece. This has also strengthened my confidence to do live broadcast.

In order to drum up the good businesses in the market, Tian Jie ran around and shared the good news of her "big break" with her many shops. Some of her colleagues even heard envy.

But Tian Jie never expected that her own action would cause unnecessary trouble.

"I didn't expect to share the good news myself, but my colleagues calculated it."

Since May 10th, live selling has become a regular "program" on Saturday every day in Tian Jie's shop, but her colleagues are beginning to make trouble for her. Tian Jie told us to understand notes, and one day, on Saturday afternoon, during the live broadcast of the shop, several customers were also watching the material and style of the skirt. Just as she introduced to the audience and customers, two women suddenly came in the shop, and directly told some obscene questions, which made the scene and the atmosphere of the live broadcast very embarrassing.

A woman with a skirt on the side said loudly that the skirt was poorly made, the material was thin, and the thread ends were defective. Moreover, the problems raised by the other side are quite professional and very sharp. At that time, she thought that the "knowledgeable" customer was very picky, so she gave a detailed answer to the question thrown by the other party. But with such a question and answer, some potential customers on the line still had no movement.

"I didn't care about it at the beginning, and I couldn't stop doing business. Fortunately, the second day (Sunday afternoon) broadcast did not appear. This weekend, the two live broadcast sold a total of three pieces of chiffon dress, and some accessories. The live broadcast of the weekend was actually "over a thousand yuan", which made her happy.

But when the next weekend opened the live broadcast, a customer who claimed to have just received the goods suddenly appeared in the studio. In the live broadcast, he complained through the text that the quality of the skirt was too poor, and constantly complained about the screen, and also dried out his own express number to prove the truth. On the personal micro-blog that Tian Jie niece helped her to open, she could also see the content of the customer's complaint, which made her live broadcast business fall into an awkward situation again. "Niece also replied that if she was not satisfied, the product had problems, she could return the merchandise back and forth, but the man was still on the live broadcast."

The customer's action made Tian Jie depressed for a whole day until a well connected businessman walked her in WeChat and told her that the chiffon dress in the shop had become a live competition. A colleague showed her shop's skirt as a negative display on the live broadcast, reflecting the materials and workmanship from home.

At that time, Tian Jie suddenly realized that the dress had been bought by her colleagues, not only as a source of complaint, but also as a negative material in her dresses sold on live broadcast, which enumerated the so-called defects.

"You know, there are not many styles of designer's original brand, so familiar businessmen can recognize whose style is their home." Let her speechless, buy clothes for direct broadcast "negative material" business, in the nearby market, is also a designer brand collection shop, "I was too high-profile before, live selling skirt may have spread, I was too silly."

Again, recall that before the live broadcast, there were "customers" asking questions and asking questions, which should be done by colleagues. The angry Tien sister tried to find the theory of the merchant, but in the market where the other party was located, the anger of Tian Jie was half gone.

"8, 108, many stalls have been emptied, the other side of the shop also posted a notice of sublease transfer." Among the 7 most depressed, several stalls are vacant by sixty or seventy. At that time, Tian Jie also felt that the reason why the business was unscrupulous was to fight against the war. "Online brand competition is fierce, so the volume of customers in physical stores is so small that I can barely afford to rent a shop every month. Maybe I have to transfer the notice to the door at any time."

[concluding remarks]

Some people say that the offline businesses are already at the worst of times, and the boom of hope is coming. Others say that even worse times are yet to come, but they also test the mentality and wisdom of businessmen. Only those who have experienced painful experiences will usher in the dawn after the recovery.

But for many of the early and high school level of physical store businesses, today's War online is indeed like "Daguai upgrade" as difficult. Internet and live broadcasting have become the only means of self-help they can do at present. They have also made many conservative and innovative businesses start learning and delving into "unfamiliar fields". In the face of the strange "live goods war", how many of them can go through dangerous pits and usher in the dawn when facing more unknown routines and difficulties?