The author | Zhang Yi and Huang Xiaoyi
"Bao'er, because of the impact of the epidemic, our physical store can't do it, you know." In a costume live broadcast room on Douyin, someone on the public screen asked "why is the price so cheap", the anchor glanced around a few times, and then whispered near the secret joint of the camera.
After the whisper, the anchor began to shout loudly again: "Give everyone a clearance price, a piece of 9 yuan 9, babies, buy three get one free, buy four get two free, buy more cost-effective." ”
This scene can't help but remind people of the brainwashing divine comedy of "Jiangnan Tannery Closed Down", which is widely circulated in the jianghu.
▲Image source: Network
"Wenzhou, Zhejiang, Wenzhou, Zhejiang, the largest tannery, Jiangnan Tannery has closed!" The boss Huang He ate, drank and gambled, owed 350 million yuan, and ran away with his sister-in-law. We have no way to take the wallet to the salary. The original price was more than three hundred, two hundred, more than one hundred wallets, all twenty yuan, all twenty yuan..."
At that time, this "Great Clearance" divine comedy resounded all over the country, and was jokingly called "Yellow Crane Body" by netizens. This "Yellow Crane Recording" is informative, straightforward and attractive, and is used by many vendors who sell fake leather goods.
In 2018, Jiangnan Leather Factory really closed down, and "Yellow Crane Recording" gradually faded from people's vision, but the big clearance business of blood loss and jumping prices is still blooming everywhere. With the penetration of live e-commerce, the business of big clearance has not been limited to small-town brainwashing and selling, but has spread from offline to online.
Around December 2021, a new way of live selling goods began to appear intensively on platforms such as Douyin, Kuaishou, and Pinduoduo, which attracted users at ultra-low prices, gradually spreading from Guangzhou's thirteen lines of clothing to various commodities such as shoes and bags, snacks, etc.
The Internet once circulated the saying that "Huang He escaped from the sales model to earn thousands of yuan a day", and now there is also the bold ambition of "Douyin clearance number live broadcast selling a million". With the blessing of the short video era, the sales space seems to have grown exponentially.
"Thirteen Lines Clearance Sells More Than One Million in One Live, with a commission rate of 10% to 20%." A Douyin blogger who calls himself "The Ceiling of the Thirteen-Line Clearance Number Gameplay" shares the gameplay of unmanned live broadcasting in a video and tries to sell related courses. As you can see from another video he shared: order data and commission data for 7 days are quite impressive.
▲ Screenshot of the above blogger video
However, this claim and behavior has also been questioned. "Selling a million a day, now selling these dozens of dollars for the class?" A netizen questioned in a comment.
Is short video clearance live broadcast really a new continent for nuggets? When the traditional offline liquidation becomes an online business, what differences appear? Is this a sustainable business?
Clearance Live Version 2.0
At 11 p.m., Li Li was still mechanically styling one by one in the live broadcast room, even if there were only 5 people in the live broadcast room at this time.
"At least 8 hours a day, I hope to lengthen the time to see if I can sell more pieces." Although online is easier to do than offline, saving rent, it takes time and is very tired. ”
Li Li opened a physical clothing store in Jiangxi, mainly engaged in fashion women's clothing, but due to the impact of the epidemic, the physical store was forced to close, and a large inventory backlog needed sales channels. Recently, Douyin Live selling clearance goods is very hot, and she also tried this path.
In a cramped room, Li Li and a friend run the live broadcast room together: Li Li is responsible for explaining the money out of the country, and the friend is responsible for sorting out the goods and has served as customer service. "There are not many people in the live broadcast room now, and two people are busy." She said.
She did not disclose the specific sales volume that can be achieved in a day, but from the perspective of its live broadcast room, due to the low unit price of clothes, a single customer will choose to buy multiple pieces, but because the live broadcast room has just been online for a few days, the popularity is not high, the traffic is scarce, and the overall transaction volume has not yet formed a scale.
"It's all natural flow, and if you really want to do it, you must insist on doing it." Li Li is more "Buddhist", she believes that there is no rent pressure, and slowly liquidating on the Internet will not cause too much cost pressure.
The early stage is very hard, and there are more variables in the future, compared with the so-called "thirteen lines of unmanned live broadcast" model is a shortcut.
▲Screenshot of unmanned live broadcast room
"Many sisters see that the price in the little yellow car is so cheap, they dare not shoot." If it weren't for the fact that this year I pressed so many goods in my hand, I was too anxious to sleep at night, I wouldn't have given this price, usually the wholesale price of three or five hundred clothes in the stalls, today to give you thirty or fifty to sell, random sale, loss of money to clear the warehouse. "In the picture, a person's finger is constantly pointing to the clothes display area.
In fact, this is a "live broadcast room" made of audio + pictures + post-production. "I always thought that someone was broadcasting live, and then I saw that the fingers have been moving the same, and someone asked the anchor to not interact, and when I looked closely, I found that it was fake, it was not a live broadcast at all." Wang Yi complained that the so-called unmanned live broadcast routine was too deep.
Attract traffic with ultra-low prices, just hang an audio and picture to make a picture, without real people to explain, users can self-help shopping in the link. This is actually similar to the traditional offline "Jiangnan Leather Factory closed down" routine, but the online model reduces operating costs and increases potential traffic.
"The core of unmanned live broadcasting is to build a scene that highlights the price and quality of products and cost performance, and seizes the psychology of users taking advantage." For example, you can hang high-value down jackets and furs on hangers, and write 39 yuan, 29 yuan, which cannot be rejected, which is called the scene to retain people. The aforementioned selling blogger analyzed.
However, some voices said that these so-called "thirteen-line clearance sources" did not come from the thirteen-line market at all, but from the selected alliance. "Clearance numbers are sold by select alliances, and there is no need to ship and stock goods yourself." Some bloggers said.
Low cost, high profit. Anecdotal rumor has it that everything can be "thirteen lines".
The true and false "thirteen lines" are confused, but Li Li scoffs at the game of no one live broadcasting.
"A number was sealed in two days, and the success of the thirteen-line gameplay is very lucky." Li Li said that the so-called unmanned live broadcast model is originally illegal. "It's very troublesome to play well, it's difficult to get a large-scale return, and the empty glove white wolf has such a good job."
▲ A large number of thirteen lines of clearance number, the picture comes from Douyin
Searching for thirteen lines of clearance live broadcast on the short video platform, there are indeed many "bad reviews" under the relevant videos:
"The scammer, written about the price of more than one piece, actually buys more than a dozen pieces."
"The quality is also too poor, and the return cannot be returned."
Some netizens even attacked the heart and angrily rebuked: "The business of deceiving people is not long, and the long-term business is not deceiving people." ”
......
"Those who sell courses, if the thirteen-line model is really so profitable, they will share so generously?" And it's really easy to do, and the price of the course is too low for dozens of dollars. In response to the statement that "sells a million a day", Li Li said that this achievement needs a question mark.
Everything is difficult at the beginning, for the problem of difficult starting, Yang Wang, who also runs a factory clearance clothing, shared his experience: "You can buy tail goods in the early stage, and the tail goods are cheap and low in cost. In the early stage, you need to accumulate fans, and you can't accumulate fans without clothes that are particularly cost-effective. He said that such a pre-accumulation process takes about a month, and the popularity will rise.
"Now that the epidemic has affected, many places have set up no shooting. In the long run, there will be explosive consumption in these places after the epidemic has passed, which is an opportunity. Yang Wang is very optimistic about the online clearance business.
"Holding the order" ignites the emotions in the live broadcast room of the clearance
Creating ultra-low-price gimmicks, as well as speculative unmanned live broadcasts, are seen as "one-hammer deals", and the highlight moments are only short-lived.
Qin Kai believes that this way is "narrowing the road". Although it is a live clearance broadcast, he believes that it still needs a quality foundation, not a pure low price, and it is a real clearance, not relying on the selection alliance to get goods.
"I still have more than 10,000 pairs of Guangzhou leather shoes in my hand, and the recycling price is a few yuan, which can also be sold for 19.9 yuan, but that is a disposable leather shoe." I now mainly sell some better quality Chengdu leather shoes, cheap quality bad preferred to smash the hand first. ”
Usually, Qin Kai's work is mainly to collect goods from major shoe factories, mainly to recover some factory inventory and broken shoes at low prices, he is not only a distributor who supplies live broadcast rooms, but also a partner who directly participates in the operation of some live broadcast rooms.
"If someone wants to do a live clearance, they can take the shoes directly from me, this model I earn less, you can also do live broadcasting with me, we share the inventory pressure and profits equally." 」 In this way, Qin Kai also found a way to make a fortune.
In the Douyin search "Chengdu leather women's shoes clearance" can search for a number of different accounts, Wenhui through the family operation is also doing a clearance number: their own live broadcast, two family members to do customer service and selection work.
▲Clearance live broadcast room on the Kuaishou platform
Because it is a broken size shoe, so there are many styles, incomplete size problems, in order to solve this problem, Wenhui and other shoes sold in the live broadcast room, with a pair of shoes, grab the number of the mode clearance live broadcast.
This method is similar to opening a blind box, which will stimulate consumers' expectations for the next product and stimulate the user's desire to interact between live broadcasts.
This is often referred to as the "holding list", through operational means, the number of online people is increased, and at the same time, the audience in the live broadcast room can interact with the screen to create a very hot atmosphere in the live broadcast room. By letting the audience pay attention to and deduct the number, let these people continue to stay in the live broadcast room, and in a highly excited state, with the help of platform push rules, the live broadcast room will be sent to the hot and attract more new users to enter. At that time, the opportunity was ripe, the audience's mood rose to the extreme, and the main broadcast of the "single welfare", the product was easy to sell.
▲ Holding a single word tutorial, the picture comes from the Little Red Book
"After the interaction rate is pulled up, you come up with a new product that is really cheap (in line with user expectations), and users will pay attention to you first." Powder data and interactive data are done well, and the conversion rate of cheap products can also rise, so that staying high will also generate continuous traffic. A blogger with more than a decade of experience in e-commerce dissected this model in the video.
Wenhui broadcast live every morning and evening, march, it is the season change season, winter boots, spring shoes and summer sandals are very popular in its live broadcast room, the number of online viewers naturally revealed that once more than 1500 people, every pair of shoes will be snatched instantly. It has been observed that at the peak of its live broadcast room, it can sell 400-500 pairs of shoes a day.
So, how big is the profit?
Qin Kai's supply and most of the Chengdu women's shoes live broadcast room have a large number of the same model. According to Qin Kai, its recycling price at the factory end is about 50 yuan per pair of shoes. Through the observation of multiple clearance numbers, it was found that the price of most live broadcast rooms was stable at 79 yuan.
"Some people can make more than 10,000 profits a day and buy a car and a house in half a year." Under normal circumstances, you can sell 40 pairs a day, and a month is about 20,000 profits. Qin Kai said: "There is no one in this industry who can't earn 20,000 yuan a month!" If you don't earn 20,000 a month, then you still go to work. ”
The way out after the dividend period
Recently, Wen Hui suddenly became "Desperate Sanlang".
Because there are more and more live broadcast rooms for Chengdu leather women's shoes clearance, everyone is similar in shoe styles, routines, live broadcast modes and so on. In order to grab the market, all major live broadcast rooms are rolling in the live broadcast time.
Wenhui opened a new live broadcast account, and the two live broadcasts took turns, which is equivalent to sometimes needing to be broadcast from morning to night. Although we are desperately working the length of the live broadcast, the trend of decline in the dividend period is also difficult to stop.
Previously, the number of people in the live broadcast room was as many as thousands, and the normalization was also about three or four hundred people, but recently, the number of online people has declined sharply, and it is difficult to break through 200 people at the highest, staying at about 100 people for a long time.
The reason is that Wenhui has formed more "repeat customers" through the establishment of community operations, although the shoes are cheap, but a person's seasonal needs are also limited, and the average user value ceiling is obvious, unless there is new traffic generated.
However, according to Wang Qi, another person who did live streaming of clothing clearance on Kuaishou, the competition for live clearance is also large now, and the platform will give good organic traffic before, but now there is no traffic subsidy. "Basically you don't have anyone without spending money. I invest a hundred or two hundred traffic fees for a live broadcast, and I can earn a thousand blocks. She said: "Now live broadcasting is not easy to do, but it is still better than part-time work." ”
"You always watch these live broadcasts, the platform will push you similar live broadcast rooms, you don't have to squat in a live broadcast room, many of the goods are the same, you can't grab in one easily buy in another, why bother to spend time squatting?" A user indicates.
For Wenhui, when players pour in, this circle suddenly becomes crowded, not only the lack of traffic, but also how to form a differentiated feature that attracts users after homogenization.
▲Image source: Qianjiang Evening News
For Wenhui, who has accumulated a certain number of community fans through live broadcasting, she hopes to form a differentiation in products, on the one hand, it has characteristics in the attraction level of new traffic, on the other hand, she also wants to leverage old users through new products. Not long ago, she tried to create a lot of new products at regular prices on the live broadcast room, and drove sales by buying a pair of regular-price shoes and giving a pair of special shoes.
However, despite the "buy one get one free" gimmick, users who have bought 79 yuan shoes themselves pursue cost performance, and it is difficult to spend several times the price because of the "new model". Therefore, after a few days of trying, Wenhui's live broadcast room no longer has the figure of a new product at a regular price.
In response to the intensification of competition and the problem of expensive traffic, Qin Kai thought about it and there seemed to be no better long-term development secret: "Others sell 89, I sell 69." In the face of competition, he still inevitably returned to the price war.
After the dividend period, the popular clearance live broadcast will also face the same problem as the normal live broadcast selling: traffic and conversion.
If you want to become a long-term and lasting business, the clearance live broadcast is obstructed and long.
*All characters in this article are pseudonyms