At the beginning of 2018, the movie " Mysterious Superstar " by Indian director Aamir Khan was released in China. The plot of the movie is - 14-year-old Indian girl Yin Xiya posted a video of herself playing and singing on the Internet and became a hit on the Internet.
Yin Xiya's life has undergone earth-shaking changes. She broke free from her father's shackles, realized her dreams, and shone brightly on her own stage. Li Wenlong, 24, watched the movie on the fifteenth day of the first lunar month. He wanted to copy Yin Xiya's success on Kuaishou and get rid of the predicament.
24-year-old Li Wenlong is a mature young man. He clearly remembers his retirement time, December 2015. He said that after he was discharged from the army, he started his business, worked in a micro-business for several years, made some money, and then started investing in some new businesses, losing nearly 2 million yuan.
After the business failed, Li Wenlong came to Yiwu, and there are many young people like Li Wenlong who are forced into a desperate situation by life and come to Yiwu to make a comeback. Yan Bo is also one of them.
Yiwu Nuggets
Yan Bo appeared in the Internet celebrity home store on Yiwu Gongren West Road, which is a three-story building. Yan Bo, who is of medium height, is from Yangling, Shaanxi. He is 33 years old this year, with slightly dark skin. He is shy and restrained. Yan Bo likes music and plays guitar.
5 years ago, he left his hometown and came to Yiwu with 700,000 yuan in debt. Yiwu is located in the central Zhejiang Basin, surrounded by mountains on three sides. It is the world's largest small commodity distribution center and has been identified as the world's largest market by international authoritative institutions such as the United Nations and the World Bank.
Yan Bo, who first arrived in Yiwu, worked very hard. He worked in e-commerce during the day and set up stalls at night markets at night. In 2016, Yan Bo began to post some videos on Kuaishou to record his entrepreneurial journey, "I am packing, I am shipping, I am driving..." and so on. Kuaishou was born in 2011 and was originally a mobile app used to create and share GIF images.
In November 2012, Kuaishou transformed from a short video community. Founders Su Hua and Cheng Yixiao with the theme of "Record the world, record you", opened the door to people scattered on the edge of mainstream Internet. After several years of development, Kuaishou ushered in explosive growth in 2016.
In December 2016, Kuaishou began to try live broadcasts. When it comes to live broadcasting, Kuaishou is a latecomer. The anchors called out "old iron" in the live broadcast room, and various gifts were launched one after another. Kuaishou Live actually attracted some artists from the old live broadcast brand.
Yan Bo set up a stall in the night market. He started a live broadcast and conducted the entire process of setting up a stall and selling goods. Kuaishou friends from all over the country often ask him, "How did you sell this thing?" He began to share his sales experience, stories and sales skills with some fans. After a period of live broadcast of
, Yan Bo set a record of selling 350,000 wool sweaters in one month. Yan Bo became famous among the small businessmen in Yiwu. At first, some factories came to see each other, hoping that Yan Bo would help sell the goods.
Sometimes Yan Bo would take his friends to the factory, such a large warehouse and intensive items. At this time, the warehouse will become a live broadcast room, and Yan Bo thinks this scene is particularly attractive. Yiwu concentrates 80% of the world's small commodities. The small commodity city has 80,000 shops, and factories are connected behind it. The information given in the live broadcast camera of
is: "This is the origin of the product, the price is low; I have a lot of goods, I am not a pimp." In addition, the express delivery fee in Yiwu is very cheap, and it only costs 2 yuan to send ordinary express delivery in Yiwu.
When Yan Bo was broadcasting live, people often asked him, "Can I start a business with you?" Hou Yue is a partner of Yan Bo Entrepreneurship Home. She is a beautiful Sichuan girl with thin eyebrows and smiling eyes. When she first met Yan Bo, she was in a deep anxiety.
At that time, Hou Yue was doing a pure wholesale business, selling through e-commerce platforms, and selling three to four hundred orders a day, but the profit was very low. Hou Yue was very desperate and felt that he would never find a day to make a comeback.
Hou Yue, born in 1983, died very early on, and she and her sister depended on each other. Later, she got married, her husband was very good, and she helped her sister finish college.Once, Hou Yue was particularly satisfied. Her husband was very profitable and treated her well. She felt that she would definitely live like this in her life.
There will be unexpected situations in the world, and people will suffer misfortunes and good fortune. Hou Yue is pregnant, and the child is born prematurely for seven months. When the child is born, his fingers are transparent. The doctor said the child had choking and hypoxia, and the diagnosis was cerebral palsy. Hou Yue and her husband spent four years traveling to all parts of the country to treat their children, and the annual medical treatment cost was more than 200,000 yuan.
Hou Yue's husband works in construction and has a good family background, but he has no money because of the treatment of his child. The child's treatment cannot be stopped, so Hou Yue thought about how to make more money. She wanted to find a final source of goods and set up a street stall to sell it. After searching for it, she found Yiwu.
Copy "IP"
When Yan Bo first met Hou Yue, Hou Yue was under great pressure. The online business profit was weak and the offline business rent was under great pressure. She closed the offline store. She rented a warehouse, and later felt that she might not even be able to pay the rent of the warehouse. Hou Yue found Yan Bo, "Let's share the rent of the warehouse together?" Yan Bo agreed.
This is a first contact between Hou Yue and Yan Bo. Yan Bo in Hou Yue's eyes was quite strange, with big shorts, slippers, and vans, and they were very happy all day. Hou Yue often teases him - "2B youth have a lot of joy." Hou Yue was very confused. People like Yan Bo who wears ragged clothes and don’t pay much attention to his image, so many people on the Internet like him.
Later, Yan Bo sold 350,000 wool sweaters through Kuaishou in a month, and Hou Yue began to face Yan Bo and his Kuaishou platform for selling wool sweaters. "I am better than Yan Bo, I have also worked in sales, and I have worked in the past. If I opened an account on Kuaishou, I might be better than Yan Bo," Hou Yue joked.
Hou Yue registered an account of "Entrepreneurship Home Yuejie". She shared her own entrepreneurial story and recorded her life. Some fans will tell her, "Come on, Sister Yue", "How is the child's cerebral palsy?" "It doesn't matter, you will be fine." Sharing and communicating, Hou Yue accumulated more than 300,000 fans. During the live broadcast of
, Hou Yue was chatting and selling the goods. In fact, Su Hua, founder and CEO of Kuaishou Technology, has noticed it very early. Many users will spontaneously leave messages after watching short videos: "Is it easy to use", "how much", "how to sell", "where to buy", etc. There are more than 1.9 million comments related to transaction needs on Kuaishou every day.
At first, advertising and transactions were not allowed on Kuaishou, but such a huge demand made Kuaishou official begin to face up to the needs of users.
"Kuaishou commercialization has been tried for a long time and is done at the pace we think is more appropriate. We observe their transaction process and make their promotion, payment, after-sales and delivery more convenient through the help of the platform." Su Hua said.
In 2018, Kuaishou commissioned Nelson to conduct in-depth targeted surveys of some merchants on the platform, and the results were amazing - among all the merchants surveyed, 48% of the merchants had obtained commercial transactions in Kuaishou, and 42% of the merchants had annual income of more than 100,000 yuan.
In April 2018, Kuaishou began to test and launch the "My Shop" function internally. Two months later, Kuaishou launched the "Kuaishou Store", embedding third-party e-commerce platforms such as Taobao , Youzan , and Magic Chopsticks in videos and live broadcasts. Subsequently, Kuaishou launched a more convenient Kuaishou self-built store and began to focus on supporting e-commerce.
To a certain extent, Yan Bo and Hou Yue both stepped on the commercialization point of Kuaishou. Yan Bo and Hou Yue, they are called "Xinyiwu people".
According to statistics from the Population Management Branch of Yiwu Municipal Public Security Bureau, at the end of 2018, the registered population of Yiwu was 820,000, and the number of outsiders reached 1.42 million.
In 1982, Yiwu formulated preferential policies for "restoring the Shang and Building the County", officially developed the open-air market, and successively invested funds to expand the scale of business. After more than 30 years of development, it has gradually formed a "Yiwu model" that is famous both at home and abroad.
From the earliest small vendors who walked around the streets to today's Yiwu Commercial City, Yiwu's small commodity market has undergone many transformations. With the decline of physical business and the peak of e-commerce business, the small commodity trading model that has promoted Yiwu's 40-year development has reached a crossroads.
sales "personal design"
offline business is becoming weaker, and traditional e-commerce traffic is quite expensive. How to sell these goods efficiently and cheaply? Live e-commerce has become a new choice.
In Dongfuzhai Village in Yiwu, billboards such as "Internet celebrity live broadcast shooting base", "live broadcast product supply" and "Kuaishou Douyin Volcano live broadcast base" can be seen everywhere. How to sell goods through live streaming has become a topic of discussion among entrepreneurs. And in this village, you can almost see the live broadcast whenever you step into a storefront.
As a "new Yiwu people", Yan Bo Hou Yue needs to survive in Yiwu in the Internet era, and live e-commerce has become one of their few choices. Yan Bo and Hou Yue often discuss what kind of products to buy and how to sell them? What angles are used to shoot the products, how to match colors, how to make pictures, etc., all of them are all in particular.
Innovation is the only weapon they can rely on.
Li Wenlong’s understanding of innovation is no less than that of Yan Bo and Hou Yue. Innovate, if you don’t have others, if you have others, you will be new. Li Wenlong, born in 1994, is from Linfen, Shanxi.
Li Wenlong wanted to copy Yin Xiya's success on Kuaishou. At that time, he was in deep trouble and had less than a hundred dollars left. Li Wenlong started playing Kuaishou in 2014. In his early years, he often gave gifts to others in the live broadcast room and often posted videos of luxury cars such as Maserati , Lamborghini , etc. Accumulated 70,000 fans.
In Li Wenlong's impression, no one on Kuaishou took videos of jewelry. However, when doing e-commerce on Kuaishou, the basic supporting facilities are already very mature. Li Wenlong calculated that it would cost no cost to do jewelry business on Kuaishou. He has 70,000 fans. As long as he can help the store sell the goods, he can get a commission.
Li Wenlong rode an electric bike to Yiwu small commodity market , and went to communicate one by one, and shot short videos to upload Kuaishou to sell goods. For a whole day, he spoke dry mouth and wrinkled. Only two shop owners agreed to let him take a photo.
Li Wenlong was lucky. The first jewelry he photographed was popular after Kuaishou’s official official. The first order was a customer from Yunnan, with a transaction volume of 2,300, and Li Wenlong made less than 600 yuan. This 600 yuan has started Li Wenlong’s Kuaishou e-commerce journey.
In April, Li Wenlong registered Zhejiang Xingshou Kuaijie Company. Li Wenlong said that the jewelry wholesale of his family is more expensive than other people's houses, and he cares about the quality. The difference between a necklace, real gold plated and ordinary precious colors is one that lasts for one year and one for three months. The cost difference of this item alone is two to three yuan.
In Li Wenlong's business philosophy, he never does one-time business. If the things bought by the customer are broken, he will either pay all or refund them all. He will never offend customers. With this alone, he lost a lot of money. But in the business world, this kind of "silly" brought him trust.
Li Wenlong’s Kuaishou Jewelry Startup looks smooth. But in Li Wenlong's opinion, all this just seems easy. "The traffic on the platform is equal to everyone, and doing business depends on people. Now the platform sells not products, but personal charm." The personality charm that Li Wenlong mentioned is actually an online personality.
"I am a man who can't wear necklaces or earrings. I once tried to pierce my ears, but later gave up. I study those very popular videos every day, thinking about whether I can learn from them. In the videos, I am a funny guy, telling jokes to everyone every day. I recommend jewelry to girls, and they think they are beautiful, so they buy them." Li Wenlong said.
This year of starting a business, Li Wenlong basically started to sleep from 5 to 6 a.m. every day and got up from 1 to 2 p.m. Last year, the three people made 3 million sales. Now he has paid off his debts of 2 million and his assets are over one million.
Although it is a small success, this is not the success Li Wenlong wants.
Li Wenlong wanted to do a bigger business, such as the elderly care industry. He had planned it, but failed. Nowadays, his view on the jewelry business is a small business that makes money. He plans to hand over the jewelry business to his sister and make a living by himself to do a big business in the elderly care field.
A drop of different water
Chen Zhihua has a deeper understanding of short video platforms. Through patented product rags, he built a sales model directly to small merchants on Kuaishou, surpassing middlemen and channel merchants. In this way, the sales life of his products can be extended.
and reality also confirms his judgment.
Chen Zhihua from Fujian is 32 years old this year. He is the founder of "coconut shell" rag. He discovered the Kuaishou platform in 2017. He was a salesman and felt that it was suitable for sales on Kuaishou, but the premise was that he had a huge fan base.
Chen Zhihua registered an ID number. In the early stage, he mainly imitated and learned to shoot short videos like small movies. He shot for a whole morning, and after uploading, he couldn't get popular, so he was very discouraged. During the two whole months, Chen Zhihua felt that he had spent a lot of time, but he got very little and basically didn't gain any fans. He felt that it was a bit of a waste of time.
Accordingly, Chen Zhihua found someone taking photos of luxury cars and said that sitting in the car felt awesome. Chen Zhihua suddenly realized that he had luxury cars, so he took a video of a luxury car and found that it could indeed increase his fans. Just like this, the pink color rose to 49,000.
Chen Zhihua arrived at the time of the bottle, and his fans increased. He broadcasted 1-2 hours a day and shot short videos for 1-2 hours. It took quite a day and half a day to disappear. It is quite difficult to do business in Yiwu. There is no economic gain after spending so much time. After playing for more than half a year, Chen Zhihua wanted to give up.
One day, after dinner, Chen Zhihua was visiting the night market and found that he was broadcasting live while setting up a street stall, which was very popular. Chen Zhihua thought that he had also set up a street stall. Can he study a product that is suitable for the atmosphere of Kuaishou's entrepreneurship, and can see the product effect intuitively and have strong demonstration ability; it can allow many people to sell, which is better than working.
After thinking about it, Chen Zhihua decided to develop a dishwasher. In May 2018, the new product was launched. The dishwasher itself has its own characteristics and does not require dishwashing liquid. Through live broadcast, he established a marketing team for dishwashing cloth. If it rains, live broadcasts at home and demonstrations can also be broadcast live.
Regarding after-sales service, Chen Zhihua also made some promises that he could recycle any of the goods that could not be sold after purchase. Chen Zhihua's products quickly exploded on Kuaishou. Those who found Chen Zhihua were all people who wanted to do wholesale business, and basically bypassed middlemen and channel merchants.
In Chen Zhihua's view, in the past, when it was intermediary and channel merchants, it was only possible to buy a product for one or two months, and it was easy to be imitated. This is also Li Wenlong’s current distress. But for Chen Zhihua, half a year after his product was launched, there were only one or two competitors in the market that could compete with them.
"On Kuaishou, everyone is a drop of water in the sea," Yiwu Business Vocational and Technical College Former vice dean Jia Shaohua said, "How do you let others know you? How do you promote yourself in what way do you promote yourself? This is traffic, traffic is king."
data shows that in 2018, the Kuaishou platform had more than 160 million daily active users and 300 million monthly active users. More than 15 million short videos were uploaded every day, and the number of short videos in stock exceeded 8 billion. In 2018, more than 16 million users earned revenue on Kuaishou.
"I have been to the popular fishing village on Kuaishou. The fishermen are not very educated, but they are really amazing. Take a bread crab and hit it on the head. Kuaishou broadcasts 17 wonderful videos, and more than 100,000 people watch it at once. If 1% of people buy crabs, the fishermen will make a profit," Jia Shaohua added.
How to attract traffic in Kuaishou?
Jia Shaohua is known as the "godfather of entrepreneurship" in Yiwu. In his opinion, there is nothing in this world, what is lacking is attention.
" Yiwu's exports in 2018 were 240 billion, and online sales were 236.8 billion. Therefore, Yiwu's small commodity market seems to be popular as before, but this does not mean it has declined.Many operators in the Yiwu small commodity market pay equal attention to both online and offline. I guess the online and offline sales are now available," said Jia Shaohua.
. For Yan Bo, Hou Yue, Li Wenlong, Chen Zhihua... Most of the "New Yiwu people" were poor when they came to Yiwu. To a certain extent, they only represent a part of Yiwu's small businessmen and cannot afford to rent stalls, but under the pressure of life, their willingness to make money is very strong.
. In this way, they use Kuaishou to seize the opportunities given to them by this big era. Every generation has opportunities for each generation. For the first generation of Yiwu, exchange of chicken feathers for sugar is an opportunity, and for the second generation of Yiwu, the stalls for small commodity cities are an opportunity...
Forty years of reform and opening up, the story is written to the people of "New Yiwu". In this Internet era, it is not enough to rely solely on hard work. "In fact, it is not difficult to prove your excellence, but it is difficult to prove that you exist. If you don't appear, it means that you don't exist," said Jia Shaohua. How to prove that you exist? How to attract traffic on Kuaishou?
Yan Bo's Kuaishou ID number "Entrepreneurship Home-Yan Bo" shared the theme of "Yiwu, I encountered many difficulties, how did he continue to start a business step by step. "And Hou Yue's personality is a strong mother who does not surrender to fate.
Li Wenlong is a chatty boy who sells girls' accessories; Chen Zhihua is a calm character who introduces good products and makes money. On the massive platform of short videos, they prove their differences as a drop of water.
Their simple methodology on Kuaishou secretly matches the methodology of the MCN organization in the top short video super factory to build internet celebrities.
"I found that internet celebrities must be personalized, because in the social era, only people have social attributes, and columns have no social attributes. We decided to start from the human dimension. "Onion co-founder Nie Yangde explained. "Office Ono" and " IPs such as Daigula K" are all from Onion. The difference between
and the leading MCN institutions is that these "new Yiwu people" just moved part of their lives online, and they achieved satisfactory results.
asked Yan Bo for advice on starting a business, of which six or seven hundred chose to stay in Yiwu to do Kuaishou e-commerce. Yan Bo's entrepreneurial team began to become larger, and he became famous among the small businessmen in Yiwu. At least one hundred manufacturers found him, hoping that Yan Bo could help them sell goods.
Now Hou Yue, she has her own factory to produce hot jewelry, headbands and headbands. There are about 10 factories that cooperate with wholesale, with an average of about 10 orders per day and a retail price of 400-500 orders. Hou Yue has 5 sales, and she plans to incubate some new accounts.
Currently, Li Wenlong cooperates with about 10 factories, and currently has 500 agents. On average, hundreds to thousands of orders per day in the third year of the New Year, and 500 people on Kuaishou purchase goods from where Li Wenlong. Chen Zhihua now sells more than 100 orders per day (all are wholesale orders), and has been with more than 100 orders per day. A factory establishes cooperation.
Most of them make money through live e-commerce. Before, they actually didn’t understand business, nor e-commerce, nor did they understand short videos and live broadcasts. But Yiwu is a place where money can be heard. Competition is like air, everywhere.
They are baptized by the market and quickly complete transformation and growth here. Now this group of people are Yiwu people who know the best how to sell goods on Kuaishou. They know how to create character designs, how to increase fans, and how to create a product suitable for short videos and live broadcast platforms. .
They are not without anxiety. His anxiety is in Yiwu. Once someone makes money from one place, his peers will learn quickly. The second and third batches will come out soon. But in Yiwu, this is a normal state of competition. Living in Yiwu, they must adapt to this normal state of competition.
Hou Yue turned on his phone, and a little boy appeared in the short video inside, and he could leave slowly. He is now rehabilitation in Hangzhou, with 30,000 yuan a month for treatment. Hou Yue looked at the child in the video and smiled.
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