融媒记者 蔡铭越 沈卓琪 | 责编 章政英 | 编辑 顾莹
今年的互联网经济风口,当数直播电商,李佳琦、薇娅等带货达人走红,直播带货迅猛发展,吸引了越来越多的企业带着产品走上直播逐梦之路。
刘海燕在介绍羊毛衫
记者近日走访调查发现,随着“双十一”的临近,已走入电商市场的本土产业正努力抢抓直播风口,经历了酸楚,也尝到了甜头。本土产品能否利用直播新业态支撑起可持续的销售,已有越来越多的创业者加入探索。
多平台线上销售谋出路 找网络主播带货不如自己直播卖货
在吴江,不少本土产业除了经营实体市场,还纷纷拓展了电商渠道,步子迈得不大但稳当。
记者近日走访了吴江一些插上“电商翅膀”的本土产业,今年“双十一”,不少本土产业已进军更多电商平台展开线上销售。
“除了淘宝、天猫、京东,我们今年还在唯品会、亚马逊等平台开了店,不同的平台,近期的促销活动都不一样,我们基本都参加了。”吴江一家丝绸企业的负责人说。
此外,记者还发现,此前广开网店的玩具、眼镜商户,还在抖音等短视频平台开放了“商品橱窗”。
每年电商活动前后,横扇羊毛衫市场都是一派忙碌的景象,但不少商家告诉记者,今年的生意难做了。
“因为今年上半年疫情,厂家的库存不多,原材料也紧缺,所以货量有点跟不上,今年人工成本和原材料成本也都涨了。”横扇大桥路上一名商户说。也有商户表示,今年外贸行情也不行,全年生意预计要缩减三分之二。
横扇羊毛衫实体经营受电商冲击是早年就出现的现象,为此,有商户自己开起了网店。近两年刮起了“直播风”,但不少商户认为并不靠谱。“我去年接触了50多个所谓的网红主播,他们先拿几件样品去展示,说是打造成爆款后会来大量进货,但基本没了下文。”商户张女士说。
今年,随着直播风潮席卷全国,一些羊毛衫商户开始尝试自己直播卖货。“直播成本不高,我想碰碰运气,万一成了网红,粉丝多了,卖货就不愁了。”商户小陈说。
刘海燕在直播
小夫妻“摸石过河” 坦言直播卖货路难走
自己直播卖货的理想很丰满,但不少人在付诸行动后,结果却不尽如人意。在横扇直播卖羊毛衫的郝振杰刘海燕夫妻就深有感触,两人感叹,新手主播成长的路很坎坷,卖货更是不易。
小屋里的直播事业
“这件19块9包邮,130斤以内都能穿,肩上带刺绣,有要这个款的宝宝们来扣个数字1,扣1,面料巨软,这是一个紫色款的,带帽子的……谢谢(用户)‘8999’的关注……上班还来看我直播,爱你,比心……”
大桥路边一间不起眼的小屋里,刘海燕正在直播带货羊毛衫。
刘海燕网感很好,播得也尽力,但1个多小时过去,直播间里的观众数也没有突破20。所幸,有一些观众下了单,刘海燕卖出9件羊毛衫。
“我们是去年下半年来的横扇、做的直播,那时候直播还可以。今年生意不太行,一直在亏钱。”播了1个多小时,刘海燕下线喝口水,让丈夫郝振杰顶她播一会儿。
夫妻俩当初是做服装批发生意的,几年前在嘉兴打拼。用郝振杰的话来说,他们做的是二级市场。“在那边我们做的是正货,就是新款羊毛衫。那些羊毛衫有做成爆款的潜力,还可以做成品牌,卖的价钱基本都比这里贵,但实际上那边的羊毛衫很多都是从横扇拉过去的。”刘海燕说,嘉兴那边市场大,竞争也激烈,两个人能力有限,资金也有限,慢慢地也就撑不住了。
郝振杰喜欢上网,接触的互联网信息更多一些。去年夏天,他提议来横扇,用直播卖羊毛衫。一来横扇是羊毛衫的原产地,成本更低;二来当时直播带货的入场者还不多。于是,夫妻俩就走上了一条羊毛衫销售的“新路”。
把“尾货”用直播卖出去
对于郝振杰刘海燕来说,直播带货是“摸石过河”。刘海燕当主播,给粉丝推荐产品,郝振杰做后勤,负责进货和客服。
郝振杰的进货方式有讲究。这种方式与其说是“进货”,不如说是“赌货”,他进的都是工厂卖不出去的“尾货”。横扇羊毛衫产业发达,这样的货也有不少。
“这些货一般都是很多款式打包处理的,价钱比市场价要低很多,有的老板人好,就直接送给我们了。但便宜归便宜,每批衣服的次品率都在三成以上。”郝振杰说,虽然是“尾货”,但想想办法还是能卖出去赚钱的。
郝振杰的办法是“精选‘尾货’+超低价格‘秒孤品’”。他跟妻子利用批发服装积累的经验,从“尾货”里挑选出有潜力、质量过硬的款式,由妻子直播,把这些衣服卖出去。
郝振杰说,虽然他们卖的衣服单件从没有超过40元,利润很薄,但量走起来还是能挣到钱的。
羊毛衫装车
问题是量怎么提高?
这个问题放到直播带货领域,关键之一就是怎么吸引观众。
刘海燕之前没做过直播,什么事都要从头开始。去年夏天,她在快手和抖音各注册了一个账号。过了几天,郝振杰把精挑细选的羊毛衫堆满房间,拍成一个视频,打上低价精品之类的广告词,发布在快手上。让两人没想到的是,这个视频成了热门,一时间很多人通过视频涌入直播间。
“最多的时候,有300多个人同时看我直播,直到去年年底,基本上只要我直播,在线观看的都要超过200人,人多了,衣服也卖得好。”刘海燕分析,去年生意之所以好,是因为在直播间里卖羊毛衫的走的基本都是品牌、场景营销的高端路线,像他们一样打低价精品招牌的人还很少。
个体直播带货事业的起起落落
去年下半年,郝振杰刘海燕靠直播带货赚了一笔钱,但这笔钱今年上半年又基本赔了进去。如今刘海燕每天直播5小时,时长是去年每天的2倍,但每天卖出去的衣服还不到去年下半年的十分之一。
明明店里的衣服没涨价,品质没下降,郝振杰刘海燕也都适应了直播带货,成了熟练工,怎么还会赔钱呢?原因是今年的行情不好,疫情之下,大量实体服装店涌到线上,涌进直播间,“蓝海”变成了“红海”。
“说到底,很多顾客都是冲着我们家衣服便宜来的。要是别家的衣服跟我们家的材质、款式差不多,但价格更便宜,他们为什么不去别人家买?而且现在大家都在直播间卖衣服,顾客完全可以货比三家。”刘海燕说,人多了,就要打价格战了,有时品质好、款式也好的衣服亏本也要卖,就是为了把粉丝留下来,“马上就要‘双十一’了,我们半个月前就在直播间做活动了,全棉床上三件套9.9元秒杀,但效果并不理想,直播间的粉丝并没有多多少。”
刘海燕说,现在服装类的直播间多了,观众还是那么点,直播平台就要分配流量了。“大家都喜欢凑热闹,哪个直播间人多就会优先去看哪个,到最后就是我们这些小主播的人气越来越差。人气没了,货就很难卖出去。”
直播一年多,刘海燕也发展了一些忠实粉丝,但现在受疫情影响,这群粉丝购买的频率也降了很多。“量上不去,不仅赚不到钱,还要赔钱。”刘海燕说。
虽然人气大不如前,但郝振杰刘海燕依然在坚持,谈到以后如何发展,刘海燕认为还是要“先做人后做事,把产品先做好”,她想告诉有意走进直播间的人,直播带货不易,要有心理准备,并要坚持诚信经营。
郝振杰认为,未来,他们这样的直播带货模式很可能被取代,因为工厂可以组建直播团队,甚至把直播间当质检员,通过网络判断消费者对产品的喜爱程度,决定某款服装的生产规模。“以后,横扇这边的羊毛衫厂可能会成立直播销售部,直播也会成为工厂的销售渠道,做得好的话,横扇羊毛衫产业一定能得到更深层次的发展。”郝振杰说。
辑里丝绸车间内直播现场
边直播边生产边创新 震泽丝绸企业走上良性发展道路
在震泽辑里丝绸,郝振杰口中的远景已成为现实。
记者在辑里丝绸看到了独立的直播间,同样,生产车间也摆着一套直播设备,不仅方便主播为消费者作蚕丝产品的展示,还能让消费者看到生产流程。记者用手机进入辑里丝绸的直播间,发现里面有好几百人正在观看,也有买家响应主播进行打榜。
“今年‘双十一’是预售模式,这很好,我们可以根据产品销量和直播间客户对产品的喜爱程度进行备货。”辑里丝绸负责人朱文超说,公司从9月底就开始备货。
谈起走上直播带货之路,朱文超表示这是一个学习和成长的过程。起初,公司对主播的要求不高,只要有个人坐在镜头前展示产品、回答问题,甚至是车间里谁有空谁上。“后来,随着直播带货产业发展和电商平台强化监管,主播需要备案,也就是说,主播人员被固定下来,我们就开始招人专门做主播,还开了直播间,其实这是一种好现象。不过,用工成本也跟着上去了,还要努力留住主播。目前,公司有4个主播。”朱文超说。
今年受疫情影响,辑里丝绸的原材料、用工成本也有所上涨,公司更需要拓宽销售渠道。“今年,我们发现外贸这块有市场,就加入了亚马逊、速卖通,接下来,我可能要招会双语的主播。”朱文超说。
原文链接:https://www.wjdaily.com/news/524303
评论(101)
где купить справку
Pretty portion of content. I simply stumbled upon your web site and in accession capital to claim that I acquire in fact enjoyed account your blog posts. Any way I’ll be subscribing in your augment or even I fulfillment you access persistently fast.
I was recommended this website by my cousin. I am not sure whether this post is written by him as no one else know such detailed about my difficulty. You are wonderful! Thanks!
Your style is very unique compared to other people I have read stuff from. Thanks for posting when you have the opportunity, Guess I will just bookmark this site.
This is my first time visit at here and i am in fact impressed to read all at one place.
Tremendous things here. I’m very satisfied to see your article. Thank you so much and I’m taking a look forward to touch you. Will you please drop me a mail?
If some one needs expert view concerning blogging and site-building then i propose him/her to go to see this website, Keep up the nice job.
I got this website from my pal who told me about this web site and now this time I am visiting this website and reading very informative posts at this place.
Hey! I know this is kinda off topic however I’d figured I’d ask. Would you be interested in exchanging links or maybe guest writing a blog article or vice-versa? My website discusses a lot of the same subjects as yours and I feel we could greatly benefit from each other. If you might be interested feel free to send me an e-mail. I look forward to hearing from you! Awesome blog by the way!
You can definitely see your expertise in the article you write. The arena hopes for more passionate writers like you who aren’t afraid to mention how they believe. All the time go after your heart.
I was recommended this website by my cousin. I am not sure whether this post is written by him as no one else know such detailed about my problem. You are wonderful! Thanks!
It is appropriate time to make a few plans for the future and it is time to be happy. I have read this post and if I may just I wish to suggest you few interesting things or advice. Perhaps you could write next articles referring to this article. I wish to read more things approximately it!
This article is in fact a nice one it helps new internet users, who are wishing for blogging.
I was wondering if you ever considered changing the page layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two images. Maybe you could space it out better?
Thank you for some other informative web site. Where else may just I am getting that kind of info written in such a perfect way? I have a challenge that I am simply now operating on, and I have been at the glance out for such information.
Hi, i feel that i saw you visited my blog so i got here to go back the choose?.I am trying to in finding things to improve my website!I assume its ok to use some of your concepts!!
Wonderful site you have here but I was wanting to know if you knew of any discussion boards that cover the same topics talked about in this article? I’d really love to be a part of online community where I can get advice from other knowledgeable individuals that share the same interest. If you have any recommendations, please let me know. Kudos!
It’s an remarkable piece of writing for all the web users; they will get benefit from it I am sure.
Magnificent web site. A lot of useful information here. I’m sending it to some pals ans also sharing in delicious. And obviously, thank you in your effort!
Hello, just wanted to say, I liked this article. It was funny. Keep on posting!
Helpful info. Fortunate me I found your site by chance, and I am surprised why this twist of fate did not came about in advance! I bookmarked it.
Heya just wanted to give you a quick heads up and let you know a few of the images aren’t loading correctly. I’m not sure why but I think its a linking issue. I’ve tried it in two different browsers and both show the same results.
Hi, always i used to check weblog posts here early in the break of day, as i like to learn more and more.
I all the time used to read piece of writing in news papers but now as I am a user of web thus from now I am using net for posts, thanks to web.
Hi there, I enjoy reading all of your post. I like to write a little comment to support you.
Truly no matter if someone doesn’t understand after that its up to other users that they will help, so here it occurs.
Nice post. I used to be checking continuously this blog and I am inspired! Very useful information specially the final phase :) I maintain such info a lot. I used to be seeking this particular info for a long timelong time. Thank you and good luck.
This is a topic that is close to my heart… Many thanks! Where are your contact details though?
I’d like to thank you for the efforts you have put in writing this website. I am hoping to view the same high-grade blog posts from you in the future as well. In fact, your creative writing abilities has inspired me to get my own blog now ;)
Hey fantastic blog! Does running a blog similar to this take a great deal of work? I have virtually no expertise in computer programming but I was hoping to start my own blog soon. Anyways, if you have any recommendations or tips for new blog owners please share. I know this is off topic nevertheless I just needed to ask. Kudos!
Does your website have a contact page? I’m having a tough time locating it but, I’d like to send you an e-mail. I’ve got some creative ideas for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it expand over time.
You should take part in a contest for one of the finest blogs on the internet. I most certainly will recommend this website!
Good post. I definitely love this website. Keep writing!
Usually I do not read article on blogs, however I wish to say that this write-up very forced me to take a look at and do so! Your writing taste has been amazed me. Thank you, quite great article.
I don’t even understand how I ended up here, however I assumed this submit used to be good. I don’t understand who you’re however definitely you are going to a famous blogger if you are not already. Cheers!
Hi, Neat post. There is a problem with your web site in internet explorer, might check this? IE still is the marketplace leader and a big component to other people will miss your fantastic writing due to this problem.
Actually no matter if someone doesn’t understand then its up to other users that they will help, so here it happens.
Превосходный мужской эротический массаж Москва цена
This piece of writing will help the internet users for building up new website or even a blog from start to end.
Why people still use to read news papers when in this technological world everything is existing on net?
A fascinating discussion is worth comment. I think that you should write more on this topic, it might not be a taboo subject but usually people do not discuss such subjects. To the next! Kind regards!!
hey there and thank you for your information I’ve definitely picked up anything new from right here. I did however expertise some technical issues using this site, since I experienced to reload the site a lot of times previous to I could get it to load properly. I had been wondering if your web hosting is OK? Not that I am complaining, but sluggish loading instances times will very frequently affect your placement in google and can damage your high quality score if advertising and marketing with Adwords. Anyway I’m adding this RSS to my e-mail and can look out for a lot more of your respective intriguing content. Make sure you update this again soon.
WOW just what I was searching for. Came here by searching for %keyword%
Excellent article! We will be linking to this great post on our site. Keep up the good writing.
No matter if some one searches for his essential thing, so he/she wants to be available that in detail, thus that thing is maintained over here.
Hi there! I know this is somewhat off-topic but I had to ask. Does operating a well-established blog like yours take a lot of work? I’m completely new to operating a blog but I do write in my diary daily. I’d like to start a blog so I can share my experience and thoughts online. Please let me know if you have any suggestions or tips for new aspiring bloggers. Appreciate it!
Wow! This blog looks exactly like my old one! It’s on a completely different topic but it has pretty much the same layout and design. Outstanding choice of colors!
I know this website provides quality based articles and other stuff, is there any other site which offers these things in quality?
Thanks for ones marvelous posting! I definitely enjoyed reading it, you might be a great author.I will make certain to bookmark your blog and will come back sometime soon. I want to encourage that you continue your great posts, have a nice afternoon!
Every weekend i used to visit this website, because i want enjoyment, since this this web site conations really good funny data too.
I loved as much as you will receive carried out right here. The sketch is tasteful, your authored subject matter stylish. nonetheless, you command get bought an impatience over that you wish be delivering the following. unwell unquestionably come further formerly again since exactly the same nearly a lot often inside case you shield this increase.
Good day! Would you mind if I share your blog with my zynga group? There’s a lot of people that I think would really enjoy your content. Please let me know. Thanks
Exceptional post but I was wondering if you could write a litte more on this topic? I’d be very grateful if you could elaborate a little bit more. Kudos!
I really like what you guys are usually up too. This sort of clever work and exposure! Keep up the awesome works guys I’ve you guys to my blogroll.
I read this article fully concerning the comparison of newest and preceding technologies, it’s remarkable article.
Appreciate the recommendation. Will try it out.
Hi there! I know this is kinda off topic however I’d figured I’d ask. Would you be interested in exchanging links or maybe guest writing a blog article or vice-versa? My website goes over a lot of the same subjects as yours and I believe we could greatly benefit from each other. If you are interested feel free to send me an e-mail. I look forward to hearing from you! Fantastic blog by the way!
When I originally commented I seem to have clicked the -Notify me when new comments are added- checkbox and now each time a comment is added I recieve four emails with the same comment. Perhaps there is a means you can remove me from that service? Thanks!
I’d like to thank you for the efforts you have put in writing this blog. I’m hoping to see the same high-grade blog posts from you in the future as well. In fact, your creative writing abilities has motivated me to get my very own blog now ;)
You can definitely see your expertise in the article you write. The arena hopes for more passionate writers like you who aren’t afraid to mention how they believe. All the time go after your heart.
Hi there! Someone in my Myspace group shared this site with us so I came to give it a look. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Great blog and wonderful style and design.
Thanks for the marvelous posting! I really enjoyed reading it, you might be a great author. I will be sure to bookmark your blog and will come back in the future. I want to encourage continue your great posts, have a nice morning!
Have you ever considered about including a little bit more than just your articles? I mean, what you say is fundamental and all. However think about if you added some great graphics or video clips to give your posts more, “pop”! Your content is excellent but with images and clips, this site could certainly be one of the most beneficial in its niche. Awesome blog!
I read this article fully concerning the comparison of most up-to-date and preceding technologies, it’s remarkable article.
Simply wish to say your article is as astonishing. The clearness in your post is simply nice and i can assume you are an expert on this subject. Well with your permission allow me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please continue the rewarding work.
Keep on working, great job!
Hurrah! Finally I got a blog from where I be able to actually get useful information regarding my study and knowledge.
Hi mates, how is everything, and what you wish for to say concerning this post, in my view its actually awesome designed for me.
I will right away seize your rss as I can not find your email subscription link or newsletter service. Do you have any? Please allow me recognize so that I may just subscribe. Thanks.
Why viewers still use to read news papers when in this technological world everything is accessible on net?
Piece of writing writing is also a fun, if you know after that you can write otherwise it is complex to write.
Excellent post. I was checking continuously this blog and I am impressed! Very useful information particularly the last part :) I care for such info a lot. I was seeking this particular info for a long time. Thank you and good luck.
Thanks for ones marvelous posting! I genuinely enjoyed reading it, you are a great author.I will be sure to bookmark your blog and definitely will come back at some point. I want to encourage one to continue your great posts, have a nice morning!
It’s nearly impossible to find knowledgeable people about this topic, but you sound like you know what you’re talking about! Thanks
Appreciating the time and energy you put into your site and in depth information you provide. It’s good to come across a blog every once in a while that isn’t the same out of date rehashed material. Excellent read! I’ve saved your site and I’m including your RSS feeds to my Google account.
It is perfect time to make some plans for the future and it is time to be happy. I have read this post and if I could I want to suggest you few interesting things or suggestions. Perhaps you could write next articles referring to this article. I want to read more things about it!
Incredible quest there. What occurred after? Thanks!
Great goods from you, man. I’ve understand your stuff previous to and you’re just too wonderful. I really like what you’ve acquired here, really like what you’re stating and the way in which you say it. You make it entertaining and you still take care of to keep it smart. I cant wait to read far more from you. This is actually a great site.
Хотите получить идеально ровный пол без лишних затрат? Обратитесь к профессионалам на сайте styazhka-pola24.ru! Мы предоставляем услуги по стяжке пола м2 по доступной стоимости, а также устройству стяжки пола под ключ в Москве и области.
поставка строительных материалов москва
This is very interesting, You are an excessively professional blogger. I have joined your feed and look forward to in the hunt for more of your magnificent post. Also, I have shared your web site in my social networks
Сайт mehanizirovannaya-shtukaturka-moscow.ru с радостью предлагает услуги машинной штукатурки. Не упустите свой шанс на революционные изменения в области ремонтных работ.
Way cool! Some very valid points! I appreciate you writing this article and the rest of the site is extremely good.
After looking into a number of the blog posts on your web page, I truly like your way of blogging. I bookmarked it to my bookmark website list and will be checking back soon. Take a look at my web site as well and let me know what you think.
I savor, lead to I found exactly what I used to be looking for. You have ended my 4 day long hunt! God Bless you man. Have a nice day. Bye
Right now it sounds like BlogEngine is the top blogging platform out there right now. (from what I’ve read) Is that what you’re using on your blog?
Эффективный, быстрый и качественный процесс ремонта это то, что мы предлагаем в виде механизированной штукатурки на mehanizirovannaya-shtukaturka-moscow.ru.
Awesome site you have here but I was curious about if you knew of any message boards that cover the same topics talked about in this article? I’d really love to be a part of online community where I can get feed-back from other knowledgeable individuals that share the same interest. If you have any recommendations, please let me know. Thank you!
Sweet blog! I found it while browsing on Yahoo News. Do you have any tips on how to get listed in Yahoo News? I’ve been trying for a while but I never seem to get there! Appreciate it
Helpful info. Fortunate me I found your web site accidentally, and I am surprised why this twist of fate did not happened in advance! I bookmarked it.
Excellent post. I was checking continuously this blog and I am impressed! Very useful information particularly the last part :) I care for such info a lot. I was seeking this particular info for a long time. Thank you and good luck.
I all the time used to read piece of writing in news papers but now as I am a user of internet thus from now I am using net for posts, thanks to web.
I wanted to thank you for this great read!! I certainly enjoyed every little bit of it. I have you bookmarked to check out new stuff you post
I’ve been exploring for a little for any high-quality articles or blog posts in this kind of space . Exploring in Yahoo I eventually stumbled upon this site. Reading this info So i’m satisfied to express that I have a very just right uncanny feeling I came upon exactly what I needed. I so much certainly will make certain to don?t overlook this site and give it a look on a constant basis.
Hi, i think that i saw you visited my website so i came to return the favor.I am trying to find things to improve my site!I suppose its ok to use some of your ideas!!
Pretty great post. I simply stumbled upon your blog and wanted to mention that I have really enjoyed browsing your blog posts. In any case I’ll be subscribing on your feed and I hope you write again soon!
Excellent post. I am dealing with some of these issues as well..
Hi my family member! I want to say that this article is awesome, great written and come with almost all significant infos. I’d like to peer more posts like this .
I always used to read post in news papers but now as I am a user of internet so from now I am using net for articles, thanks to web.
This is my first time go to see at here and i am in fact happy to read all at alone place.
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one nowadays.