Have you ever seen Fort Nine at four o'clock in the morning?
Jiubao, the eastern gate of Hangzhou, belongs to Jianggan District, 15 kilometers away from the central area.
It was once the center of Zhejiang's garment industry, with large clothing wholesale markets such as Four Seasons Qing and Jiubao, as well as countless garment processing factories, where about 40,000 people buy goods every day.
Now Jiubao is the place where the world shouts "baby" the most every day, there are about 500-600 MCN institutions here, and more than 10,000 e-commerce anchors, yes! Here is the "cosmic center" of the internet celebrity live streaming goods.
Jiubao is an alternative city, and when the surrounding townships are still in the state of a bungalow-like combination of urban and rural areas, Jiubao already has Vanke and Greentown, super hypermarkets, and luxury hotels.
Of course, all this has happened in recent years, and looking at a few years ago, Jiubao was just an ordinary small park, with nothing. Such a big change has occurred only because of the introduction of the Internet industry and the establishment of a science and technology innovation park.
Around 2015, due to the rise in land prices, the person in charge of the park transformed 116 acres of land into a science and technology innovation park, which was completed in 2016, and then attracted a large number of institutions in live broadcasting related industries.
2016 is the era of the rise of live broadcasting, and no one would have thought that the future of the live broadcasting industry would have such a large amount of traffic, until 2017.
In October 2017, The Via team created a "myth" of the development turn in the history of live broadcasting here: live broadcast for 5 hours, guided turnover of 70 million, and personal commissions were worth a suite in Hangzhou at that time! As soon as this news came out, public opinion was shocked, and the e-commerce live broadcast caused a sensation on a large scale for the first time.
Here I have to say a word about Via and her team
She once took root in Jiubao for three years, and in 2016-2019, she developed rapidly into a "sister with goods".
Wei Ya, whose real name is Huang Wei, was born in Anhui in 1985, she used to be a model, also sold clothing in Beijing, opened clothing stores in Xi'an and Guangzhou, and finally started to do e-commerce. Initially, she started as a T-Girl in order to divert the stream, and later began to try live broadcasting at the invitation of the official. The first live broadcast, the audience of only 5,000 people, slowly accumulated, with five months, became the first female anchor of TB.
Behind the rapid expansion is a strong team. Behind Via is the premier MCN organization Humble Culture, and now under the escort of Humble Culture, Via is now live broadcasting more than 20 times a month, each four-hour, with more than 20 million views, and it is common for the turnover to exceed 100 million.
Let's talk about Qianxun Culture, the chairman of this Internet celebrity incubation company is Wei Ya's husband Dong Haifeng, the CEO is Wei Ya's brother Ollie, and the team behind the current service for Wei Ya, about 200 people.
The huge gap between the online economy and the offline economy
Offline transactions are very popular in Jiubao, which was once a wholesale city. There are large-scale clothing wholesale markets such as Jiubao Boutique Garment City, Four Seasons Green Garment Market, and Italian-French Textile City, but traditional offline sales are increasingly unable to meet the rapid development of society.
For example, a boss has been working in the Jiubao garment industry for 20 years, from the old four seasons of green fortune to the current annual sales volume of tens of millions. At the beginning of 2017, he obviously felt that traditional sales were not easy to do, because every time a blockbuster was generated, soon the whole street had it, followed by a price war for promotions, and finally everyone had no money to make.
In addition, the clothing industry has strong seasonality, short cycle, and great inventory pressure. For example, this boss in 2017 low backlog plus tens of millions of down jackets 150,000 pieces, relying on online sales alone can not return the cost, even if it takes a long time to return the cost, at this time he changed the office to a live broadcast room, spent money to invite 100 anchors, 24-hour carousel, the result of ten days, 150,000 down jackets all sold out.
This is the huge gap between online and offline, and it is also the fundamental reason why countless people devote themselves to live streaming with goods.
The cruelty of the anchor world
Not all streamers make money.
If the new anchor wants to break through, he must avoid the sharp edge, that is to say, choose the time period when the big anchor does not broadcast, that is basically after 2 o'clock in the night, which disrupts their biological clock.
Moreover, small anchors are often alone, without their own live broadcast room, nor assistants, can only choose to cooperate with the supply chain base, what supply chain base, simply put, is the person who has the goods in hand. They themselves are equipped with simple live streaming equipment.
The supply chain base will give the anchor a commission of 10%-20%, the platform will extract 30%, and the remaining 70% will belong to the anchor and the MCN agency behind it, but the proportion of commissions is also very different from the sales of goods, such as clothing 10%, beauty 30%, jewelry is the highest.
Day and night are reversed, there is no personal time, and the pay and return are not proportional, so many small anchors have not persisted.
Even the current live broadcast kingdom "Nine Castles" is still cruel.
This is a triangle state. At the top, it is similar to the existence of Wei Ya and Li Jiaqi, but there are very few such people, and more are the new anchors who appear at the head, waist and bottom below.
For example, the anchor of an 800,000-strong fan, each with millions of goods, the annual income is also more than ten million, he has a team of 20 people, with hundreds of square meters of studios and live broadcast rooms.
Another example is the newcomer anchor at the low end, about 5,000 fans, three months into the industry, basically maintaining the state of 3,000-5,000 sales per game, all the matching bags and shoes are prepared by herself, a big suitcase is all her belongings, and must drag a taxi to the live broadcast room base, because the team of the small anchor is only herself. She has no studio and lives in a youth apartment, about 10 square meters.
Let's take a look at Weiya and Qianxun Culture, at the beginning of its establishment in 17 years, Qianxun Culture Office was only a few tens of square meters, and after three months it expanded to hundreds of square meters, then 1000 square meters, 2000 square meters, in 2019, Qianxun Culture moved to Hangzhou Binjiang Ali Center, bought a 10-story building, a total of 33,000 square meters, please note that this is the third year of Weiya's e-commerce, the second year of the establishment of Qianxun Culture.
Live streaming is indeed the most profitable industry, but it does not mean that everyone who does live broadcasting can make money.
It tests your mental qualities and is still a physical task.
This is not a moment of hilarity, Nine Forts will continue its prosperity, I believe that there will be more "Nine Castles" in the future, with the advent of the 5G era, the "new e-commerce" era battle is becoming more and more fierce, I want to tell you, in fact, now we can still catch the little tail, if you want to do it, he will achieve a group of people, eliminate a group of people, I hope you are achieved!