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
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