Author | Mirror Editor | Chemaomao and other industrial belts, 618 went against the trend and exploded with orders. At 10 pm on June 15th, in Haining, Zhejiang, the proprietress of the fur brand "Usha" finally went live. After broadcasting continuously for 13 and a half hours, sh

Author | Mirror

Editor | Chemaomao

In these industrial zones, 618 went against the trend and exploded with orders

At 10 pm on June 15, in Haining, Zhejiang, the proprietress of the fur brand "Usha" finally went off the air. After broadcasting continuously for 13 and a half hours, she did not sit down and rest. Instead, she walked quickly through the spherical sun lamp and walked towards the computer displaying the background data.

"Single-game sales exceeded 3.5 million, GPM reached 20,200" - it was not until she confirmed these data with her own eyes that the boss lady of Yousha had a real feeling:

's own live broadcast room broke the historical sales record, and it was the first in the entire industry. Achieved in the sluggish atmosphere.

The same "reversal" breakthrough was also staged in the live broadcast room of the wool textile brand "Jilan". During the live broadcast on June 17, Ji Lan broke the usual sales mark of more than 1 million and achieved the goal of exceeding 5 million in single-day sales.

It's not easy. After all, this year's 618 is not as lively as before, and consumption is weak. Many merchants havetily cope with it by doing live broadcasts as usual, and directly give up the good opportunity of mid-year sales.

However, even if the surrounding environment is so sluggish, many businesses in the industry, represented by Yousha and Jilan, still achieved huge orders despite the decline.

What exactly did they do right, and what kind of "live broadcast business experience" did they hold on to?

I tried to trace the live broadcast stories of these industry belt merchants and deconstruct the secrets behind the reverse decline.

6 month live broadcast room was out of season, 400 people watched the broadcast

"Before the broadcast started at 12 o'clock every day, more than 400 fans were waiting in front of the screen early."

In late May, the average daily temperature in Haining, Zhejiang Province accelerated significantly. For this county-level city, which is famous throughout the country for its leather and fur production, the off-season sales season is irresistibly coming with summer.

But at the same time, Usha's live broadcast room, which was also in Haining and mainly sold fur, opened up a different scene with the "off-season" as its selling point: before the broadcast started at 12 noon every day, there were already more than 400 Fans have been waiting in front of the screen for a long time.

Off-season sales, local small and medium-sized brands, this data can be said to exceed expectations.

"Just like friends, if we can't see them (fans) every day, we feel like we are missing something." Wu Xiaoguo, the boss of Yousha, told me that for fans who are level 10 or above, the boss lady can basically call them by name.

The preparation status before the start of the broadcast every day in Usha's live broadcast room

The proprietress is the anchor. After graduating at the age of 19, she entered the leather and fur industry. From the most basic tailoring and apprenticeship, to learning to make clothes by herself, and then later When he met Wu Xiaoguo, who came from a tailoring family, the two of them worked hard in the market for many years before they opened the shop that specializes in fur clothing today.

During the period of struggling in the offline market, Usha relied on independent sales and OEM, with an annual output value of approximately 50 million, and the number of employees exceeded 500.

However, e-commerce has become a general trend. Shifting the main position online as soon as possible may also open up a broader new path.

Therefore, Wu Xiaoguo decided to rush into Douyin e-commerce. He transferred his original offline resources to online, including a large-scale reduction in investment in OEM for big brands, focusing on Douyin short videos and live broadcast rooms.

In Usha’s live broadcast room, you can often see the proprietress patiently explaining to fans how to identify mink grade, fur care and maintenance, etc. Every piece of fur sent out from the live broadcast room also comes with a lifetime warranty.

Professional anchors, perfect after-sales service, and high cost-effectiveness of origin products have brought new opportunities to Usa's e-commerce operations.However, even though the advantages of the anchor and the products are obvious, due to the lack of systematic operational thinking, this good business has been stuck in the bottleneck of difficulty in growing sales of a single live broadcast since February this year.

Yousha has been holding on to its energy for a long time. It was not until the emergence of the service provider Haining China Leather City Co., Ltd. (hereinafter referred to as Haining Leather City ) that it found its focus.

There is still one month before 618. Haining Leather City came to find "potential merchants" Usha, and helped Usha face to face to identify their pain points, find problems, and propose solutions. They also reported to them the official activities launched by Douyin 618 for merchants in the industrial belt. , leveraging the power of the platform to obtain traffic and publicity support from the live broadcast on June 15, it finally achieved a single-game record of 400,000 to 3.6 million.

When I asked what exactly was done right in that live broadcast that achieved a 9-fold growth against the market, Haining Leather City base operations manager Xie Jiayi refined the following points:

1. Full category pallet

Under the advice of the service provider, Usha There are 136 products on the live broadcast room, covering women's clothing, men's clothing, all-season clothing, autumn and winter fur clothing, etc., and the goods are fully prepared;

1. benefits improve cost performance

During the preparations for the big promotion, Usa specially designed more than 60 new products in an expedited manner, and presented them during the live broadcast On that day, 1/3 of the new models were given away as benefits, promoting fan conversion in the form of new products + benefits, and maximizing the cost-effectiveness of the live broadcast room at almost no cost;

1. The rhythm of live broadcast and streaming was optimized

Yousha spent nearly a month learning the basics On the day of the live broadcast, Haining Leather City also specially sent an operator to support the merchants and provide timely optimization suggestions for adjusting the rhythm of the live broadcast room;

1. platform activity support

service providers successfully provided support for Yousha The "Douyin 618 Good Goods Festival-Yujian Good Goods Origin Business Card PK Competition" event reported by the company provided precise support such as random promotion of traffic, Qianchuan red envelopes, and multi-channel publicity, which truly promoted sales conversion.

“Before offline, merchants might just sell goods with thick lines. After moving online, you will encounter some live broadcast room rules and gameplay.” Xie Jiayi described to me that industrial belt service providers are like a pair of invisible hands behind the merchants, providing Merchants provide various playing methods to help merchants unleash their potential.

On June 15th, Usha’s Boss Lady

was broadcast for 13 and a half hours continuously. This “record” of Usha is more the result of the in-depth cooperation between merchants, service providers and platforms. For small and medium-sized businesses in industrial belts, behind the 9-fold jump from 400,000 to 3.6 million is far more than just “fan support”.

People who provide "business experience" to merchants in the industrial belt

"Service providers should eliminate interference factors and share some good experiences and methods with everyone."

Puyuan Town, Tongxiang, Jiaxing City, less than 30 kilometers away from Haining, Ji As one of the many merchants in the woolen apparel industry belt, Lan has also reached a record high with the help of local service providers.

Puyuan Town Densely packed textile factories

In Puyuan, a small town that has nearly 70% of the country’s woolen sweaters and more than 20,000 large and small knitting factories and stalls, Jilan’s e-commerce has been mature enough. As a pioneer of Douyin e-commerce, he is also one of the few merchants in town capable of preparing goods worth tens of millions.

service provider Jiaxing Puyuan Textile City Network Technology Co., Ltd. (hereinafter referred to as Puyuan) followed this standard process to find Ji Lan and sent the latter a 618 "business guide".

After a comprehensive evaluation, the service provider team believed that Ji Lan had enough potential to sprint towards 5 million through major promotions on the basis of daily sales of more than 1 million in a single game, so they sent Ji Lan a "live broadcast of good products in the domain" "Interval" event invitations, and proactively provide live broadcast room rhythm adjustment strategies, streaming support, and exposure of the core resources of the platform.

To a certain extent, this is almost an all-round assistance of "strategic optimization + precise traffic + platform support" tailor-made for Ji Lan. With the precise support of the service provider, during the live broadcast on June 17, Ji Lan Lan achieved his goal of selling over 5 million in a single day.

Under certain conditions, breakthroughs can actually be replicated. On July 19 last year, at the off-season cashmere festival of the Douyin e-commerce apparel industry, a certain brand achieved a single sales record of 15 million, and the "booster" behind that live broadcast was the service provider Puyuan.

What are the typical and common growth breakthroughs for merchants in the live broadcast room? Yu Ke, the project manager of Puyuan, listed the following four points for us:

First, the method of bringing goods

In Yu Ke’s view, the core of live streaming is not how to explain, but how to market the goods. Marketing strategies should be used flexibly in the live broadcast room. For example, a live broadcast room selling men's clothing can be equipped with a lipstick lucky bag to attract more female users to place orders;

Second, warm up

before the event, for example, by joining platform activity topics, Create high-quality short videos, preview live broadcast benefits, and other methods to warm up the promotion of the live broadcast room;

Third, optimize the distribution strategy and make one or more "explodes"

It is common to increase paid promotion efforts when listing welfare products/hot products. , effectively attract traffic, and focus on an "explosion" at a certain point in time to strengthen interaction, retention and conversion in the live broadcast room;

Fourth, arrange products

Pre-arrange products according to different time periods, for example, focus on the core from 9 to 10 in the morning sales, promotion of welfare products every hour, products with better sales in the afternoon will return again during the prime time in the evening, etc.

Jilan’s live broadcast room picture

When the service provider team was first established, small town businesses like Jilan failed to release the energy of live broadcast conversion due to lack of attention to the rhythm and delivery strategy of the live broadcast room. Yu Ke Seen too many. Because of this, it has become a particularly important part of their work to constantly synchronize the platform's latest gameplay and operating experience with merchants and help merchants change their thinking.

These core strategies are not complicated in nature. What service providers have to do is to constantly communicate with merchants and break down unnecessary information barriers.

"Businesses are peers with each other, so it is actually difficult to share experiences with each other," Yu Ke said. Service providers must eliminate these interfering factors, share some good experiences and methods with everyone, and be those who provide "business experience" to small town merchants.

Good business for merchants in industrial belts has never been "win-win"

"Businessmen in industrial belts in various industries must assess the situation and face the business law of "survival of the fittest"."

and Haining Leather and Fur, Puyuan Wool Textile Clothing Industrial belts are similar. There are also many belt-shaped chain industrial bases formed by the agglomeration of characteristic industries in our country, such as Changshu clothing, Lianyungang fresh food, Ningbo kitchen appliances and home appliances, Sichuan-style sausages, etc., too numerous to mention.

Also during the 618 period, Hangzhou Haixianyou Industrial Belt Service Provider (hereinafter referred to as Haixianyou), which mainly sells fresh food, started from the dimension of "people and goods yard" and gave full play to the source supply chain of the industrial belt and the company's own stars. Thanks to the anchor's advantage, the GMV exceeded the target by 280% on the day of 618 alone, helping merchants achieve a significant increase in sales.

In terms of people, Haixianyou not only cleverly uses platform resources to take advantage of its expertise in celebrity live broadcasts of fresh food, but also accurately reaches fans by linking celebrity influence. It also builds talent training institutions to accelerate the cultivation of live broadcast e-commerce talents;

In terms of goods, we pay real-time attention to the seasonal sales of products in the industry market , grasp consumer demand, integrate the source supply chain with the help of industrial traceability, discover more fresh and popular products, and cooperate with fast and efficient cold chain logistics Cloud warehouse provides consumers with a high-quality shopping experience and guarantees performance of contracts; in terms of

, Haixianyou created an outdoor live broadcast scene at the dock for the first time to enhance the immersive experience of the people and goods yard and fully mobilize the atmosphere of the live broadcast room. , at the same time, the advertising team cooperates to increase traffic and improve the conversion of accurate fans in the live broadcast room.

Located in Pingnan County, northeastern Fujian Province, the "Yang Meili Mushroom Fresh Food Store" supported by three generations of mushroom growers also made an upward curve during the 618 period, which was not promising.

In Yang Meili’s live broadcast room, not only does it create the ultimate cost-effectiveness with various methods such as free gifts, consecutive orders, and lottery, but it also upgrades and reorganizes the product portfolio. In addition, the anchor effectively combines welfare products and paid traffic to achieve a strong use of the field. The controlled delivery method optimizes the rhythm of the live broadcast as much as possible.

At the same time, with the support of platforms such as the Overlay Domain Jianhaohao Live Room, Industry Topic Hot Competition, and Industry Service Provider Ranking Competition, Yang Meili’s live broadcast room achieved an all-round and precise effort and achieved sales growth on the same day. A breakthrough of 491% and product exposure growth of 900%.

This home of edible fungi in the mountains has been seen by more people.

At present, there are thousands of industrial belts across the country, and these industrial belts contain countless "good businesses" to be tapped. At the same time, with the rapid upgrading of e-commerce, the rules and gameplay are changing day by day. Merchants from all walks of life must assess the situation and face the business law of "survival of the fittest".

Only when "good business" is paired with "good business experience" can we find a longer-term and broader growth path in a crowded market.

Today, industrial belt service providers are like a pair of "invisible hands", guiding local small and medium-sized businesses to find the right direction for their efforts, finally allowing more people to see "good business in the production area".

Industry belt service providers can better understand the value of platform resources, provide merchants with the latest gameplay, product arrangement ideas, live broadcast rhythm and other strategies and practical methods, and provide different live broadcast rooms with various aspects such as bottom-level thinking, marketing perspective, and traffic awareness. the optimal solution for a specific period.

What is rarely noticed is that Douyin e-commerce also provides an invisible and long-term supporting force behind the scenes.

The key assists such as Xixin push traffic and Yujianhaohao live broadcast room received by service providers and merchants are the specific incentives from the "Douyin 618 Good Things Festival - Yujianhaohao Origin Business Card PK Competition".

These specific incentives are only part of the long-term activities of Douyin e-commerce’s first industrial belt support plan, “See Good Products on Douyin Domain”. In a longer time span, the Douyin e-commerce service provider team will continue to use the five core measures of "integrated marketing, business service training, traffic support, talent matrix, and market publicity" to help local industrial belts build and promote their origins. business card.

The long-term activity of "Seeing Good Goods in the Digging In Domain"

In the process of live broadcast e-commerce penetrating into countless industrial zones, it is difficult for merchants to become a handy tool to leverage sales. It is also difficult to directly transfer the offline experience accumulated by industry leaders over the years to the online market.

At this time, it is necessary for platforms and service providers to step forward and allow more industrial belt merchants to enter the stage of the new e-commerce era, in order to promote new opportunities for the industrial belt economy through sales breakthroughs again and again.

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