Xi'an, 29 Apr (Xinhua) -- At 8 p.m., watching the number of people displayed in the upper right corner of the screen increase little by little, 50-year-old Yao Yajun did not hold back and rushed to the screen and decided to broadcast it himself for a while.
Although she has been busy in the physical store for a day, she is still enthusiastic, competent and professional in the live broadcast room, and she has changed several ways to explain a pair of pants from the version, material to the upper body effect.
This is the performance after several trainings and repeated trial and error. A few months ago, Yao Yajun was still worried about how to broadcast live.
Yao Yajun's physical store is located in Anrenfang Community, Changle West Road Street, Xincheng District, Xi'an. This street is home to a number of retail and wholesale markets, including the Northwest Trade Center.
Since December last year, Xi'an has suffered from successive epidemics, and individual merchants in these markets have been affected to varying degrees, and Yao Yajun's shop operations have also been affected.
Like many of his peers, Yao Yajun also thought about transforming online sales, but when he thought of "it's hard to survive to today, and you have to start all over again", the psychological pressure brought about by the transformation of middle age has become the first obstacle.
Yao Yajun (first from right) introduces products to customers in a physical store. Photo by Xinhua News Agency reporter Zhang Bin
The second obstacle is the lack of online sales knowledge, because he does not know how to drain and skills, Yao Yajun tried to open a live broadcast, but found that no one watched, and quickly gave up.
Wang Yan, secretary of the Party Committee of Anrenfang Community, found that many individual merchants have long been accustomed to traditional business methods, although the network has robbed some customers, but the long-term accumulation of offline customers can still stabilize sales, so many people are reluctant to "middle-aged transformation" and are afraid of working in vain.
Just when many merchants hesitated, the Anrenfang community began to prepare for the establishment of a live incubation base. "There are tens of thousands of self-employed businesses in the community, and we want to do something for them as much as we can." Wang Yan and her colleagues decided to help merchants transform.
Just do it! The live broadcast room was simply built on the upper floor of the mall, and Wang Yan and her colleagues took the leaflet to the mall to preach to the merchants as soon as they had time. In order to allow merchants to more intuitively and truly experience the whole process of live streaming with goods, the community also specially hired a professional live broadcast operation team, and merchants can bring their own goods after making an appointment.
Individual merchants in the Anrenfang community are learning about live streaming. Photo by Xinhua News Agency reporter Zhang Bin
When the community found Yao Yajun, she was moved, and seeing the detailed protection provided by the community, she decided to fight again. "When the live broadcast is carried with the goods, it is too exciting, and it will not interact with the customers, the eyes do not know where to look, just talk, and as a result, they run off the camera and do not know." She smiled and recalled.
Although he stumbled, Yao Yajun finally took a step out of this step of real transformation.
Next, just like at school, she followed the professional team hired by the community and began to systematically learn all the processes of live streaming and keep trying. Soon, from participating in the community's live broadcast room to registering an account to start the live broadcast, Yao Yajun's transformation road has taken a big step forward.
Now, Yao Yajun's team broadcasts live for 4 hours a day, and she also plans to adopt a shift system to extend the live broadcast to 12 hours and strive for greater sales. "We're trying to train the clerks to become anchors and form a fixed team." Yao Yajun said.
Seeing Yao Yajun's first taste of victory, more and more merchants came to Wang Yan to sign up. Gao Xinchun, who is similar to Yao Yajun's age, also began to try to transform. In the shop, a thick stream of live learning materials was placed on his desk, like a student preparing for a final exam. Usually, in addition to greeting customers who come to the store, he sits at the table and keeps looking through.
After gathering courage, Gao Xinchun registered an account, released a lot of videos taken by hand, and accumulated more than 40,000 fans. "I'm not handsome, but I'm also quite marketable!" He smiled and said, "After a while of cultivating fans, I will officially start broadcasting." ”
Gao Xinchun, who runs a men's clothing store, is learning a live streaming course. Photo by Xinhua News Agency reporter Zhang Bin
Arrange live courses, organize willing merchants... Wang Yan and her colleagues are busier than ever.