At 9 o'clock in the morning on November 6, the streets of Xiazhu Village, Jiangbei, Futian Street, Futian Street, Yiwu City had not woken up from the hustle and bustle of the previous night, and most of the merchants had their doors closed.
There were few people on the street, and it seemed a little deserted for a while.
In front of the sign at the entrance of the village, a man dressed in pajamas, stepped on a pair of cartoon cotton slippers, staggered past early with a bag.
According to the owner of the breakfast shop, the man started live broadcasting at 10 o'clock last night and hasn't stopped for nearly 12 hours. Now he is extremely hungry and he came out to find food.
Live Entrepreneurship
The 51-year-old Wang Guiying is called "Sister Ying" in the live broadcast.
Sister Ying’s hometown is in the northeast.
Before coming to Yiwu, I had sold roasted sweet potatoes and had other small businesses.
Due to mismanagement, she owed money, and in order to make a living, she discussed with her husband and decided to come to Yiwu Live to start a business.
I did it for 2 months, but the results were very small. My wife went to work in other places to subsidize the family, leaving her alone.
At 3 o'clock in the afternoon, Xiazhu Village in Jiangbei returned to its original appearance. The streets were bustling with vehicles, and the courier brothers shuttled everywhere.
The front doors of various merchants were piled up with various small commodities, and the anchors were in groups, surrounding the shelves and bargaining with the bosses.
Sister Ying, holding a woolen hat and scarf in her hand, performed hard in front of her mobile phone.
"Come on, family, it's snowing, it's sunny, don't forget to wear a hat when it snows, it's snowing, it's sunny, don't forget to wear a collar... If you need it, Sister Ying will wait in the live broadcast room. you!"
Sister Ying’s passionate Northeast dialect attracted passers-by to watch, “Don’t take pictures, I’m going to be popular. After you take a picture and carry it, my original work will be useless.”
Sister Ying filmed the three lines 7 times in a row. Although her colleagues thought it was already very good, she insisted on filming again.
It was dark, she squatted alone by the roadside, edited the video with her mobile phone, and then left after uploading it.
At 9 p.m., Sister Ying cooked a bowl of noodles with white water, and chatted with fans while eating on the screen. The live broadcast lasted until midnight.
A fan said in the live broadcast, "You are really hard at this age, but you have to take care of your body."
She said, "Live streaming is about starting a business. I have no retreat, I can only move forward."
Grassroots Live Room
Grassroots entrepreneurs accounted for the vast majority of anchors in Xiazhu Village, Jiangbei.
They have similarities, dreams, entrepreneurial passion, and low cost.
Single grassroots anchors usually live in a small house about one bedroom, live broadcast, sleep, and eat in one space.
Those with better conditions will rent a 2-room house, one of which is actually a warehouse.
There are also anchors who choose outdoor, one is to save costs, and the other is to better interact with fans.
The creation of the live broadcast room has shaped the positioning of the anchors. However, in the live broadcast rooms of low-priced goods, most fans do not care about the personal settings, and more concerned about the product price.
At 7 p.m., "Follow the anchor without getting lost, the anchor will take you on the high-speed, follow the anchor 666, click to follow"
This extremely fast speech, and the high decibel volume repeated many times, comes from the live broadcast of female anchor Li Ling.
After coming out of her hometown in Jiangxi, she went straight to Yiwu. In order to get a better income, she formed a temporary combination with three other people. The small live broadcast room was full of various goods and light stands.
On the table, a box of stomach medicine and hard candies to protect the throat are on hand.
They take turns as the host every night, speaking at the same high volume, high frequency, and patiently for 3-5 hours each time, and interact with fans in real time, while paying attention to price changes and background data updates.
The four people sweated profusely after each live broadcast.
All anchors have their own live broadcast programs and skills, such as opening remarks, frequency of interaction with fans, point attention, fan lights, click shopping carts, and ultimately how to maximize conversion click shopping is the goal.
From time to time, there are only one or two orders after shouting overnight. From the back-end data, the low-price free shipping products only cost a few yuan per item, or even lower, and the profit depends on the volume.
According to an analysis by a senior practitioner, Yiwu’s method of bringing goods is different from that of other places. In other places, it is more likely to create personas or create scenes. However, Yiwu is more of directly bringing goods when they come up, which is more "rude" The method is indeed effective.
Grassroots anchors who are new to the industry are generally not used to facing the camera, often speechless or blushing, but after a period of exercise, they can be hoarse in front of the camera.
An anchor who has been working for 3 months said, "Hunger is the best teacher. There is nothing to let go of."
Skyrocketing rent
With the rise of the live broadcast industry, powerful manufacturers directly settled in, driving the rapid rise of housing prices in the village.
The 42-year-old Li Yunxiang was deeply impressed by the house price. She calculated an account. When she first came five years ago, the rent for a shop was 25,000, but after March this year, some had reached 150,000.
She used to rent four shops for 100,000 yuan, and now rents two shops for 260,000 yuan. Adding the basement and utility bills, the cost of the shops alone is 450,000 yuan a year.
Only 450,000 items, the store must achieve a turnover of 6 million to 7 million in order to earn back the net profit.
"The village cadres wanted to let the house price down, but it was really too popular to bring the goods live. The most expensive shop in the village has reached 250,000. The rent increase is a pain point, but it only shows that this place is attractive enough." Li Yunxiang said. .
Since April this year, some merchants have chosen to leave because of the rent price.
Not only did the shops increase, but the houses rented by the anchors also increased. In order to save costs, many anchors shared rent or simply lived in surrounding villages. During the day, they came to Xiazhu Village, Jiangbei, to look for goods and shoot jokes, and they went back to live broadcast at night.
Jin Jingxi, director of Xiazhu Village in Jiangbei, emphasized, “Of course, our idea is to hope that the housing price will come down so that the merchants can stay at ease. We have no way to interfere with the rental price in the market, but first, the cadres of the two village committees must take the lead in reducing the price. The rent must not rise or rise less, and must be lower than the market price."
The fact is that even if rents are skyrocketing, it is hard to find a good shop in Xiazhu Village, Jiangbei.
Intensified live broadcast competition
The live broadcast industry analyzed that during the epidemic, some professional organizations, including many film and television companies in Hengdian, began to create short videos, including some traditional e-commerce and capital, and even manufacturers, as well as more professionals who focused on the "track" of live broadcast, so this year The live broadcast industry will be very crowded.
The influx has accelerated the survival of the fittest, and ultimately left better-quality businesses. At the same time, competition is more intense, survival is more difficult, and the cost of acquiring traffic is higher.
Jin Jingxi said: "At present, Xiazhu Village in Jiangbei has established a business alliance with more than 200 merchants. We hope that big brands and manufacturers will settle in. It is a trend for manufacturers to directly broadcast live broadcasts. However, manufacturers live broadcast and previously sold their supply chain merchants. Some supply chains simply stopped selling their goods, and the small anchors were even more affected. The manufacturers removed the intermediate ring for live broadcast, which would inevitably compress the living space of grassroots anchors."
At 7 pm on October 9th, Wang Guiying sat in the shop to rest after filming the last piece of the day.
A new anchor came forward and exchanged live broadcast experience. She said: "I often cried when broadcasting, and laughed when I cried."
□Beijing News reporter Zhao Kang